Digital Marketing Strategies for Nonprofits
Written by BradyO
May 26, 2020
Nonprofits, unite! Mission-based organizations often face limited budgets, few resources, and multiple critical audiences when it comes to marketing. We understand. The good news is there are plenty of inexpensive ways to rock digital marketing as a nonprofit.
Before we get into the nitty-gritty details, we should mention that Social Link has a history of working with many different nonprofits. We proudly offer 10% off labor rates for qualified nonprofit organizations, because we know how hard you work. What your company does is essential, and we appreciate all you do.
Back to marketing strategies!
Determine your audience.
For your digital marketing strategy to be successful, you first need to define your audience. Potential donors are one element, of course, but your nonprofit’s audiences go beyond that as well.
Hubspot states, “Nonprofit marketing isn’t just for funding — it also drives manpower (and woman-power!) to your organization. Regardless of industry or size, all nonprofits benefit from volunteers, and marketing your organization can help bring in new hands. Moreover, volunteers are twice as likely to donate as non-volunteers.”
Nonprofit marketing is unique because it targets multiple groups, including customers, volunteers, and donors.
Hubspot also explains, “It’s imperative to define and understand each of these audiences because your marketing will differ based on who you’re talking to.”
Focus on your brand.
Does your nonprofit have a strong brand yet? If not, make that part of your marketing strategy immediately. Craft a mission statement, write down your organization’s values and identify the company culture. Your brand is your essence; it’s who you are and what you stand for, which is vital for your potential audience to understand.
Make sure your logo, font choices, colors, etc. are consistent across all platforms. This avoids confusion, paints a cohesive picture for your audience, and makes you look more professional. Consistent branding across all channels even increases revenue by 23%.
Make sure your brand is authentic, genuine, and stays true to your mission. According to Ad Week, 91% of consumers are more likely to support a brand they view as authentic.
It’s about more than just donations.
You need donations and community support to be a successful nonprofit; there’s no way around it. However, don’t get bogged down by the monetary aspect of business and push too hard for donations when marketing.
If your social media posts, blogs, and other digital content are just pleas for cash and offer nothing else of value to a potential audience, you won’t get very far.
Break up informational and educational posts with fun, lighthearted content. Tie donation-based material into other messages, so it’s not the sole focus.
For example, let’s pretend your nonprofit is an animal rescue organization. On Instagram, instead of posting an image and captioning it with, “Please donate. Link in bio. Our animals need your help,” you could post a grinning dog picture with the caption, “Finn is ecstatic that it’s Friday, and you probably are, too! Swing by the shelter to see his smile in person this weekend, or donate to his care!”
Brand awareness is an important factor that many nonprofits forget to consider. Getting your name and image out there is crucial.
Take advantage of the Google Grant Program.
Here’s something super cool that all nonprofits should know: Google Ads has an initiative called the Google Grant Program. This amazing opportunity provides nonprofits with a chance to advertise on their platform for free.
Google Ads is a frequently-used online tool with a range of paid ad campaign opportunities.
It’s used by everyone from small businesses to conglomerate corporations. Google Ads is an invaluable resource that can change the game when it comes to advertising.
Qualified, Google-approved organizations can receive $10,000 per month in Google Ads dollars. This marketing spend helps the nonprofits carry out their mission and promote their initiatives.
The specific offerings, requirements, and resources Google for Nonprofits provide are available on their page.
For more information and specifics, check out our previous blog post.
Don’t be afraid to get creative.
Think outside of the box when crafting digital content. Don’t limit yourself to one aspect or avenue of marketing. Dive deep and take time to think things through.
Always keep best practices in mind. Approach any free content services (like social media) the same way you would if you were paying for the service.
The best digital marketing strategies are often the unexpected ones that go outside of normal conventions. Depending on your nonprofit’s goals, you can find success in various realms. Explore marketing videos, new social platforms, apps, and more.
Don’t get overwhelmed.
All this information might seem overwhelming, especially to nonprofits who don’t spend a lot of time on advertising strategies. It may be intimidating to get into the marketing frame of mind. However, it isn’t as intense as it may seem.
With some time, research, and practice, nonprofit organizations can take the marketing world by storm and find success! Don’t be afraid to try new things. Not everything will work, but it’s worth a try!
Interested in outsourcing your marketing department to make life easier? As previously mentioned, Social Link offers discounted labor rates for qualified nonprofit organizations.
Take advantage of our full range of services if you’re looking to ramp up your advertising efforts, rebrand your website, create killer content, and more!
We cater to all small and medium-sized organizations that need external marketing resources and assets to help grow their business. Our clients come first. Always. We genuinely love what we do, and it’s reflected in everything we do for our customers.
Good luck with your advertising journey!
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