4 Top Nonprofit Marketing Tricks You Need To Know

Amanda Winstead • Jul 27, 2021

Running a nonprofit can be enriching for everyone involved. But a certain level of innovative thinking and knowledge is required to keep your nonprofit functioning and growing. 

And as you work to meet the needs of constituents and communities, you need to employ nonprofit marketing techniques that can help you achieve your goals.  

Nonprofits need public awareness and support to make an impact. With so many causes available to supporters today, the key to breaking through the noise is applying methods that provide effective visibility. 

A solid nonprofit marketing plan is, therefore, essential to making an impact. With a plan in place, you can highlight the importance of your cause and show potential donors and supporters why they should care. 

This is, of course, no easy task. So, we’re going to run down a selection of four tricks you should be implementing as part of your nonprofit marketing strategy. 

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1. Get Personal

You, and your nonprofit team members, may have values that are close. This is no less the case for your donors. 

To engage fully with your cause, your donors need to feel a connection to it. One effective way of approaching this within your marketing is to ensure a certain level of personalization. 

Here are two ways to approach personalization with your nonprofit marketing efforts: 

A. Community Centric Nonprofit Marketing

Donors may be more likely to engage with your nonprofit if they feel as though it is relevant to the community they’re a part of. As such, it’s worth segmenting your marketing campaign into geographical regions and adjusting your content to include elements that reflect their neighborhood. 

This could include partnerships and offers with local organizations and businesses. You could also share blog posts or videos that tell stories of how your organization has helped causes in donors’ communities. 

B. Donor Centric Communications

Just like everyone else in today’s society, your donors and supporters get a flood of emails each day trying to sell them something. They’re also subjected to ads throughout their social media accounts. You can stand out by sharing messaging and communication that’s personalized and related to their specific interests. 

Be sure your email marketing communication addresses each donor by their name. Invite them to be part of a conversation, rather than the target for advertising. Your communications should solicit meaningful responses from donors and encourage them to engage with your nonprofit. 

2. Learn More About Your Donors

Data analysis can feel like a cold approach to donor engagement, particularly when you’re nonprofit dealing with issues that deeply affect people’s lives. 

However, selecting the right strategies for your nonprofit marketing campaign requires you to understand your donors and their needs, concerns, and preferences. As such, donor data analysis is often the most efficient and cost-effective way to go about this.   

The good news is it’s never been easier to collect and analyze donor data. Almost every interaction donors make with your organization is being recorded. However, the key to your donor data analytics success lies in your interpretation of this data to make informed decisions. This is where data visualization is helpful. 

Data visualization is the process of taking raw information and translating it into easy-to-understand formats — graphs, charts, timelines, among others. This is also an increasingly important field, as it makes something as arbitrary as quantifiable data into a practical tool. 

Even when your nonprofit staff has limited marketing experience, connecting with professionals who can visualize data allows them to better understand the current priorities of your target donor base and build your ideal donor persona. This can then be used to influence the way you engage with your donors.  

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3. Use Content Marketing Techniques

There’s no ignoring the fact that we are living in a world filled with digital tools. These diverse elements make up an integral part of how your donors and supporters interact with society. As such, your nonprofit can’t afford to reduce your marketing efforts to a single channel. 

For your messaging to reach the contemporary public, it needs to be consumable on multiple media. This gives you the license to be creative. Through content marketing, you can explore your organization’s impact stories through the written word, video, even podcasts. 

For donors to fully engage with your nonprofit, you have to provide them with content that they value — usually either through education, reliable news, or entertainment. Take the insights you’ve gained through data analysis to create the type of content your audience finds most compelling. 

Don’t ignore your social media accounts as a tool here, either. They’re not just platforms for posting your content and pushing for donations. They are an interactive form of engaging with donors and supporters. Use social media to answer questions that donors, supporters, and followers might have about your organization and its cause. You can also solicit user-generated content.   

4. Push Efficiency

When the topic of marketing is broached, the focus is usually on what the best methods are. However, it is just as important to pay attention to how your team of nonprofit marketers actually goes about their work. 

While marketing is undoubtedly an effective tool to communicate your messaging, it is also an investment. When you’re running a nonprofit, you need to squeeze as much value as possible out of every marketing dollar. This means pushing efficiency within your fundraising campaigns.  

Often the best way to approach this is by streamlining your processes and automating your nonprofit operations so your staff members aren’t exerting energy and attention that can be better applied elsewhere. When you’re engaging in the channels mentioned above or omnichannel posting, headless content management can be a useful solution.

Headless content management is a process by which content is fed into the system, automatically distributing it across the appropriate formats and accounts. While it is intended to be labor-light, it is flexible enough to allow your marketers to schedule for the most impactful times or make longer posts divided into shorter, more consumable forms. 

When you take a little time at the start of a fundraising campaign to understand the tools that help efficiency, you can save time, energy, and money during execution.

 

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Your nonprofit can only be effective if it can connect to consumers in a meaningful and cost-effective way. As such, you need to focus on marketing tactics that are personal enough to resonate with donors and utilize media forms that are most engaging. 

Don’t underestimate the value of data analysis and efficiency tools — these will help you tailor your campaign in ways that are both practical and powerful.

About the Author: 
Amanda Winstead

Amanda Winstead is a writer from the Portland area with a background in communications and a passion for telling stories. Along with writing she enjoys traveling, reading, working out, and going to concerts. If you want to follow her writing journey, or even just say hi you can find her on Twitter.