5 Must-Try Nonprofit Marketing Ideas
Though non-profit organizations may share some similarities with for-profit businesses, the way that the two operate are fundamentally different. At the end of the day, nonprofits aren’t selling a product or service; they’re selling a cause. Because of this, they face unique challenges when it comes to marketing.
In this article, we wanted to break down some marketing ideas that nonprofits of any size can implement. For more insight, we spoke to Lane Strickland (she/her/hers), the Director of Development at Out Youth. For over 30 years, Out Youth has been serving LGBTQIA+ youth in Austin, Texas by providing a safe space for all sexual orientations and gender identities. Lane has been instrumental in garnering support for the organization and shared some of her best tips for other nonprofits out there.
Marketing Ideas for Nonprofits of All Sizes
Here are five of our favorite marketing ideas for nonprofit organizations.
1. Add personal touches to your campaigns.
In this day and age, so many things are automated. It can be easy for your organization to get lost in the shuffle and to look like anyone else on social media or in an inbox. Stand out from the crowd by adding personal touches to your campaigns.
“For me, a great marketing campaign strategy is honestly a good old handwritten note,” Strickland says. “I think that goes so far during this time.”
And science backs that up, too. Studies from the University of Cologne show that personalized advertising like handwritten letters attracts more attention than impersonal ones. On top of that, they also remain in our memories longer. For nonprofits vying for the attention of donors and potential volunteers, this is crucial.
“People love it,” Strickland says. “They'll tag me on social media and tag Out Youth. They’ll say, ‘I haven't gotten a handwritten card in years!’ or actually up their giving commitment because of it.”
Your personal touch doesn’t necessarily need to be a handwritten thank you card. Some other ways that you can make your donors and volunteers feel special include:
A quick phone call
Organizing a special event or site visit
Celebrating events in the donor’s life like their birthday or anniversary with an email
The important thing is that you make the person feel special. Show that you went out of your way to appreciate them and recognize their contribution. Creating a genuine connection with a donor is one of the best ways to ensure that they keep up-to-date with your cause, stay involved, and continue to give to your organization.
2. Use video to create an emotional impact.
“Videos have always been the most impactful things I've had created for nonprofits,” Strickland explains.
For Strickland, videos stand out for several reasons. For one, they are memorable and can create an unparalleled emotional connection with your audience. Seeing your organization at work tugs on heartstrings, compelling people to donate or get involved.
Mission video for Out Youth
They are also extremely versatile, meaning that the possibilities for content and distribution are endless.
“Videos are the backbone to a successful marketing campaign because they're so diverse in what you can use them for,” she says. Some common ways that nonprofits use video include:
On your website: For example, Out Youth prominently features their mission video on their homepage. This lets website visitors know exactly what the organization’s mission is and how they accomplish it.
Social media campaigns: Video performs exceptionally well on social media. Video content can be repurposed and used across platforms like Instagram, Facebook, Twitter, and more!
Email marketing: Your email signature is a great place to include a link to your latest videos.
As an opener at fundraising events: Videos can be used at live events, too. Visuals that depict your organization, its mission, and work are much more effective than a speaker simply talking about it.
When your marketing budget is small, multi-purpose assets are a must. Though hiring a professional video team can cost more upfront, it is an investment that can be used for months, or even years, to come.
3. Let people know how their money is being used.
When you buy from a for-profit business, you receive a product or service in exchange for your money. In the nonprofit world, providing value and customer satisfaction is much different. You can’t pack up and send a donor a warm fuzzy feeling.
However, you can make sure they feel the satisfaction of knowing how their money was used to help someone else.
“One of my favorite parts of my job is to update people on what we’ve accomplished,” Strickland says. “A great marketing campaign, actually, is to just follow up with people and say something like, ‘Hey, your $25 might not seem like a lot, but you just gave one youth a five-hour Second Chance Prom that they otherwise could not have gone to.’”
Research shows just how important following up is. One study showed that 53% of donors who stopped giving to an organization did so because of poor communication with the nonprofit.
Success stories and impact testimonials are two ways to show that your organization is effective and is actually working to fulfill its mission. Donors like to see emails or newsletters that tell them about the people that they are helping and the progress that is being made. It’s key to forming a lasting relationship that will keep the donor involved for years to come.
4. Take advantage of word of mouth.
In the age of computers and smartphones, it’s easy to focus on digital marketing and leave old-fashioned tactics in the dust. However, word of mouth is just as effective today as it was before the days of Instagram and Facebook.
“Your networks are more valuable than you think,” Strickland says. “Every time I meet with a new donor, I always ask that donor if they could introduce me to one or two people who might be interested in our mission.”
The easiest people to reach are the ones you already have a connection to. Make sure you’re taking advantage of these existing opportunities to spread the word of your organization. Your biggest supporters can be those closest to you who just haven’t heard of your work yet!
5. Get creative with donor gifts.
If you’re on a budget but still want to give some free swag to your supporters as a thank-you, get creative!
Stickers, for example, are affordable gifts that are dual purpose. Not only is a sticker a fun way to show appreciation, but it also helps start conversations about your nonprofit.
“It secretly is going to bring awareness to your organization because someone's going to put that on their car, notebook, laptop, or their board at work,” Strickland says. “People like to say that they support this organization, and they liked to be asked about how they got the sticker. It truly works!”
When you’re a smaller nonprofit, every dollar donated and spent counts. Make sure you use your marketing dollars wisely and put towards things that people will love.
Non-Profit Branding and Marketing Tips
No matter what tactics you decide to implement in your non-profit marketing and branding strategy, it’s important to keep a few things in mind.
Stay Mission-Focused
One of the most important things that all nonprofits need to do when it comes to marketing is to stay mission-focused.
“You want to be telling your mission story in every marketing campaign,” Strickland reminds us.
When people donate to your organization, they are donating because they believe in the mission and want to get involved. They don’t donate because they saw a piece of marketing that made them laugh— that’s not a long-term connection. Make sure that whatever you do and whatever content you put out there points back to the core beliefs and goals of your nonprofit.
“If you think maybe you're becoming a little off-topic or not as mission-focused as you like to be, start with your why. Ask yourself, ‘Why are we telling the story and what do we want it to communicate?’” she explains. “That will get you back on track.”
Create a Nonprofit Marketing Plan
Building a marketing plan ensures that your organization is staying consistent and on-track with marketing efforts.
A marketing plan doesn’t have to be complex. At a minimum, you should have an understanding of your goals, your audience, and the channels that you are using to reach them. This will serve as a basic roadmap as you plan out the specifics like social media posts, email campaigns, in-person events, and more.
Conclusion
Marketing is important for all nonprofits looking to bring in new donors and volunteers, no matter the size of the organization. These five tips can go a long way in building lasting relationships that benefit your organization for years to come. And when your organization benefits, so does your mission and the people you serve. It’s a win-win!