Givebutter knows that building a new nonprofit organization means having limited resources. Relying primarily on donors to fund your cause is not always lucrative, especially when you’re just getting started; but an effective nonprofit marketing strategy should not only help you reach more people but also reach the right ones that may become donors. Here are a few tips to get your marketing team started:
Have a Plan
If you’re starting a nonprofit, you may feel like you have time to sit down and write an outline for your marketing strategy. But taking time to put your vision in writing can save you time in the long run and help you to make sure your whole team is on the same page. No matter how noble your cause is, you can’t do any good if no one knows who you are, so put some real effort into how you want to get the word out about your brand. Your marketing strategy can be so simple that you can fit it all into one page, just make sure it is clear and useful.
Your marketing strategy should have a clear and concise mission statement that specifically outlines your team’s marketing goals. Taking a look at your nonprofit’s current strengths and weaknesses in the marketing department can help you set goals that are both reasonably ambitious and attainable.
Your marketing plan doesn’t have to be a dense read, just make sure you touch on the key points like your organization’s current place in the market, budget guidelines, target audience, and communication tactics.
Outlining specifics like how many times you plan to post on each social account, which social platforms you want to prioritize, which staff members are in charge of which tasks will make your marketing plan clear and easy to follow.
Storytelling is Key
Because you’re a nonprofit, you need a story to tell. Why are you passionate about this cause? How did your team come together to support it? How is your organization unique? These are all questions that can draw audiences in and help you gain supporters. As a nonprofit, traditional marketing techniques may not always steer you in the right direction, but content marketing will be your best friend.
Defined as “a type of marketing that involves the creation and sharing of online material that does not explicitly promote a brand but is intended to stimulate interest in its products or services,” content marketing produces organic interest in both your cause and brand while allowing you to cater to specific audiences. By creating a blog to go along with your website, you can show potential donors what your team is all about and maximize your social media presence. By producing engaging and shareable content, you give your supporters the opportunity to do the marketing work for you.
Visual storytelling is also essential.
People are much more likely to engage with social media posts that have a photo or image attached, so make sure whatever you’re putting out there is not only quality, but also eye-catching.
They say don’t judge a book by its cover, but your potential consumers probably won’t take the time to read your whole Wikipedia page, so make sure whatever content you put out there is finished with a shiny coat of paint. Posting short videos, colorful graphics, and interesting photos can make your website, blog, and social feeds unique and captivating while promoting your brand.
Speaking of content, social media is one of the best ways to define your voice and make sure people hear it. As a nonprofit, you aren’t offering a product, just a brand, a story, and a cause, so you need to make sure that people have a reason to support you. With all the nonprofits that are out there, it’s not easy to convince people to spend their hard-earned money to benefit your cause, so creating a sense of loyalty to your brand will be important when trying to secure donors.
Remember that having an engaging social presence and having a lot of followers are two different things, and the former is much more desirable. Buying followers is essentially useless because the people that are useful to you are those who will engage with your brand. Content is essential when building your social accounts, as it gives people a reason to share posts and generate buzz around your brand. To learn more about how to improve your social media following, take a look at this article.
Be Smart With Your Budget
This is a given considering the under-resourced nature of the nonprofit sector, but we want to caution you against skimping on marketing. It’s easy to pinch pennies when operating on a shoestring budget, but if you aren’t actively engaging with your current supporters and thinking of ways to target potential ones, you’ll have a hard time making any money for your cause. The important thing is that you’re spending your money wisely, not scarcely. Do your research so that you know which tools are worth spending a little money on, hire people who are both passionate about your cause and can think outside of the box when it comes to engaging potential donors, and be creative with your content to generate web and social media traffic.
Give Better with Givebutter
Crowdfunding is an efficient, cost-effective way to raise money for your nonprofit the simultaneously gets the word out about your cause. With a little promotional effort and a strong social presence, you can gather small donations from a large number of supporters. There are a ton of crowdfunding platforms that can help you reach your financial goals, and Givebutter has the lowest, most transparent prices in the business. Founded by passionate nonprofit experts, we can guide you through alternative ways to raise money for your cause, and our blog will keep you updated on news in the nonprofit world as well as tips and tricks to creating a successful crowdfunding campaign. To learn more about crowdfunding, click here.