There’s no magic bullet in marketing your nonprofit. Whether you’re a brand-new nonprofit or a more established one, your challenges and opportunities are all the same. Only so many people will actively seek out information about your organization. So, you stand a much better chance if you properly market your nonprofit.
You have to work at it; telling your brand story is the first place to start. Understanding how to do that well is one of the most vital things your nonprofit can do. The fact is that you can’t skimp on this step and think people will figure it out. That’s not how it works. So, learn about telling your brand story and follow the next steps.
Step 1: Know your audience and their needs.
Before developing a plan of action to market your nonprofit and reach your audience, you must know who they are and why they want to associate with your nonprofit. What is the work? What is the impact? These questions are crucial in creating content that resonates with prospective donors and informs your fundraising strategy. Researching your audience takes time, but successful marketing is worth it.
When you market your nonprofit, you can start by asking questions about your organization. What are the demographics of your donors and volunteers? What do they know about your nonprofit, and why do they care? How are you innovatively solving the problem you’re addressing well? The answers help your team lay the foundation for a killer marketing strategy.
Step 2: Establish a foundation of strong relationships.
Speaking of foundations, getting a foot in the door and becoming a thought leader within your industry goes a long way to getting your nonprofit noticed and raising your brand’s profile. One way to reach your audience is through the relationships you foster over time through connections with other organizations and influencers. One approach is guest posting on relevant blogs. Sharing thoughts and ideas with your broader community helps you build trust and reinforces your field knowledge.
Another great way to improve your relationships and get your name out there is by becoming a guest on podcasts related to your cause. This is a great way to start a conversation about your nonprofit, the work, and how you help solve social problems. With this strategy, you can get your content in front of a relevant audience, build relationships, and help those publications with their content needs, all at the same time.
Step 3: Develop a compelling content strategy for marketing.
Once you identify your donors and prospects and establish relationships, you can develop a content strategy tailored to reach your target audience. One thing we often see as a mistake made by nonprofits is not creating content that’s easy to consume. For example, you might want to share articles about green living if you’re an environmental nonprofit. Don’t throw in wordy jargon that confuses your reader.
Next, make sure everything you produce is optimized for search. If a reader searches for “how to make a difference in the world,” your article should be one of the top results. While creating content is essential, it’s also important to develop a plan for how to publish it. The fact is that you need to understand which platforms your prospective donors use. If it’s LinkedIn, Facebook, or Twitter, that’s where you need to publish.
Step 4: Have a stellar, easy-to-use website.
As you know, your site is the face of your nonprofit, so it must be both appealing and easy to use. Many nonprofits make the mistake of creating a website that’s not SEO optimized and therefore does very little for their efforts. Moreover, when you create a new site or update an existing one, ensure that it contains all the relevant information about your nonprofit and its impact.
Ensure your website is user-friendly, responsive, and easy to navigate. Also, make it easy to donate, sign up for a mailing list, or take other actions to help you connect with new supporters. If someone is looking for a cause to support, wants to volunteer, or is curious about your services, the last thing you want is for them to get frustrated and leave.
Marketing for the New Year
Now’s the time to start thinking about how you will market your nonprofit in the New Year. You can take a few steps to ensure you prepare for the challenges ahead. By knowing your audience, establishing relationships, and creating a compelling content strategy, you’ll be well on your way to success in the New Year. For more marketing information, visit the Elsey Enterprises blog or learn about the best social media platforms.
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