Our Best Tips for Marketing a Nonprofit
Nonprofits can have a complicated relationship with marketing. In an older mindset, this relationship can sometimes seem unethical. This can be very limiting and should be replaced with a new attitude: marketing is a vehicle an organization uses to achieve an ultimate goal. As a group with an honorable purpose, you should market like a company, not just a charity. You will be happy to hear that, as a nonprofit, you have already achieved a big step in establishing a company: defining brand identity! With this in mind, we encourage you to keep your charitable values at the forefront. Here is our advice on marketing for your nonprofit:
Think Like a Corporation
Because nonprofits are not far off from being companies, shift your thinking to accommodate this idea. Take inspiration from well-known brands and put your organization in those situations. Remember your values and think of ways to emphasize them in the context of a memorable brand.
Build a Budget
Most companies put marketing incredibly high on their priority list. Consider allocating a percentage of the budget toward a marketing fund because the longer you wait, the more time you lose gaining possible experience. Marketing shouldn’t be thought of as optional. When thinking about marketing in your budget, think like this: “I can’t afford not to market my nonprofit”.
Know Your Target Audience
This is true of every single marketing effort. Defining your target audience takes time and effort but you will benefit so much more in the end knowing you will have delivered your message to exactly the right people. You can determine this audience by looking over certain demographic points such as:
- Education level
- Income level
- Marital status
- Average size of family
You will slowly start creating the ideal “customer” profile. Keep in mind, the more categories you define, the more successful you will be.
Embrace Digital Marketing
Here is where you will find your target audience coming into play; digital marketing is the perfect tool for using your demographic info to its fullest potential. With fresh, effective forms of inbound marketing, you will find that your response rates will increase because you are hitting the right people. Some forms of digital marketing to consider are:
- Email campaigns
- Modern, interactive websites
- Maintaining a blog
- search engine optimization
There are so many paths to take when it comes to digital marketing. These are just a few that can put you ahead of those who reject modern methods – don’t be left behind!
Give Before Asking
There is a lot of asking involved in nonprofit work. In order to deviate from typical charity methods, focus on giving to your audience. This can be in the form of stories of success, proof of impact, testimonials, statistics, or compelling thoughts. People will connect to what you are saying. Once you successfully establish that your brand is worth supporting, then it is time to ask and it will have much more of an impact on your viewer which means more support.
Marketing takes time and there is no guarantee you will master all of these techniques in your first year. We can guarantee that It is one of the best long-term investments your nonprofit will experience – you just need to change your mindset and be adaptable. In time you will reap the benefits you expected and more!