Marketing for a nonprofit can be a difficult task. Although it’s necessary to market your business, nonprofits are structured differently and usually don’t have the budget to spend on marketing and advertising.
There are some nonprofit marketing tactics that will cost time not money. This article elaborates on those methods, as well as why some of these tactics are important to your success.
How Social Media Can Help Support Non Profit Marketing
Setting Up Accounts
Social media can help support your nonprofit marketing efforts. Although, it’s easiest and fastest to create a Facebook ad to reach your target audience, there are still ways for your nonprofit to make an impact by just spending the dedicated time.
First, create a Facebook business page specifically for your nonprofit organization. It’s important for all social media channels to look consistent, so be sure to have the same profile photos as well as company information across all platforms. This way when a person visits your social media pages, they aren’t unsure which organization they’re looking at.
Facebook allows you to add a “donate now” button to your page. This is a great option for people who are familiar with your organization and often make donations, and for people who are just finding out about you. It’s a simple way to ask for donations from people and continue to raise funds when you’re not actively advertising.
You can also set up accounts on Twitter, Pinterest, Instagram, and LinkedIn. All don’t cost anything to join and create an account. However, it’s important you understand where your target audience is and where they hang out online. This way you can create accounts on the channels where they can be easily accessed and spoken to.
Have A Defined Plan
When starting out on social media, it’s important to understand who your target audience is and what kinds of goals you’d like to accomplish.
Write down questions like:
- Who am I trying reach?
- What do they care about?
- How can I engage them in conversation?
Use these questions as a guideline to help you achieve success.
Be A Part of The Community
Being on social media does give you the opportunity to share information about your nonprofit organization, but social media is not only a publishing platform. It’s your opportunity to connect with the people you want to start a relationship with. It’s a chance to get involved in the community where you can make a difference.
Look for Facebook groups or communities relevant to your cause or organization and start posting in them. Use this as an opportunity to humanize your brand and have a voice of its own. Comment on other posts and content to start talking to people. However, it’s important that you allocate your time appropriately, by limiting your time spent on social media.
Use Influencers to Help Market Your Nonprofit
Another good way to help promote your nonprofit, is by getting others to promote it too. This can be done by social media or would of mouth.
Reaching out to people who’ve had success writing would certainly appeal to people and their supporters. By doing so, they are putting your cause in front of their supporters. Although this is a process that could take some time, it doesn’t cost you a thing and should be a continuous process.
Form a Retention Plan
A donor is a person who is choosing to support and donate to your cause. However, most donors only donate once and then are never heard from again. About 3 out of 4 donors are lost. Implementing a donor retention plan can help lead to a more prosperous future for your nonprofit. If you have people who have donated before at an event or through your website, it’s important that you form a retention plan.
If a donor is followed up with it can lead to:
- Larger donations
- Volunteers at future events for fundraising
- Increased word of mouth
How to Form A Donor Retention Plan?
First-time donors don’t usually contribute too much more than the dollar donation. You need to help build a relationship with that donor to keep them coming back. It’s your job to help create an experience that the donor can relate to, be proud of, and trust.
Start formulating a plan that you can continue to improve over time. The basics should include:
- What happens when a person donates? Where do they come from or how to they find you?
- What happens after a person donates? Are there any other efforts being made to follow up with them?
- Are you asking donors for information/feedback that’ll help you take a closer look at getting more donations?
Creating a detailed plan will only help you truly understand where you need to improve your efforts and help lead your team towards success.
Get In Front Of Your Audience
Aside from online efforts to get in front of your audience, there are other ways you can gather people together.
Get Involved In Local Events
Local is the best way to start spreading the word of mouth to about your nonprofit. Locals tend to support each other and their causes.
Find out how you can get involved in community events and activities to help you get your name in front of people.
Some good examples would be:
- Being a part of local charity walks or races
- Set up a booth at a community fair
- Volunteer at community events such as school/camp programs, hospital or church events, or parades
Host a Speaking Event
It’s not a bad idea to host a speaking event or partner with other organizations to speak at their events. Being in front of a crowd will help you talk about your nonprofit and answer any questions people have in real time.
It’s also a great way to meet people who might want to help. Use this opportunity to ask people for feedback on your presentation, and about your nonprofit. Gage their interest level and how you might be able to improve.
You can also use this time to scope out potential donors.
Email marketing would be a good piece of your donor retention strategy. It allows you to follow up with people who have shown an interest in your nonprofit. By sending emails, you can continue the relationship with that person.
You may want to tweak your messaging based on the interaction you’ve had with that person. For instance, you could segment people based on where they came from. If they came from an online source to your website and made a donation, that’s important to know.
If you’re out at a local event, you should have a signup sheet people can add their names and email addresses to. Make sure you note which event this group of people came from, in case you want to include that in any future follow up.
There are many free email marketing tools you can use, especially when you’re just starting out.
3 Free Email Marketing Tools:
Using these tools will allow you to communicate with people you already have relationships with, while you’re working on forming new ones.
Implementing Nonprofit Marketing Tactics
When you’re just starting out growing your nonprofit, you may not have the budget in place to spend money on marketing and advertising. However, that doesn’t mean it’s not important.
Following some of these marketing tactics mentioned above will cost you time not money, and it’s a good way to start conversation surrounding your organization. Building up some of these efforts can help position you for success, and gain the funds you need to continue to properly market your nonprofit.