Nonprofit marketing is a unique type of marketing that focuses on promoting nonprofit organizations. Its main goal is to drive awareness and support, which are essential for the success and sustainability of any nonprofit. Unlike traditional small business marketing, nonprofit marketing centers around creating a message that resonates with people's values and encourages them to contribute to a cause, rather than trying to sell them something.
Whether you're new to the nonprofit world or looking to enhance your current marketing strategies, this guide will provide valuable insights into making the most of your marketing efforts for your nonprofit.
Learn more: How to make a nonprofit website
What are the main goals of nonprofit marketing?
This type of marketing is unique both in its goals and executions. It’s main goals include:
Awareness: This is about making your cause known to a broader audience. It's the first step in drawing attention to your nonprofit's mission and the issues you address.
Engagement: Once people are aware of your nonprofit, the next step is to engage with them. This means creating opportunities for interaction, conversation and involvement with your cause.
Fundraising: The final pillar is fundraising. Effective marketing strategies will improve your fundraising efforts by compelling people to donate and support your organization financially.
5 effective nonprofit marketing strategies
Due to the unique nature of nonprofit marketing, there are several marketing strategies that work better than others. Generally a nonprofit will need cost effective strategies that can be analyzed and tested.
Digital marketing, for example, has become an indispensable part of promoting nonprofit organizations. This is because it means reaching a vast audience at a relatively low cost, especially when compared to traditional marketing methods. By making the most of digital channels such as SEO, social media and email, you can connect with supporters and potential donors more effectively.
01. Search Engine Optimization (SEO)
Optimizing your nonprofit website and nonprofit blog content for search engines can significantly increase your visibility online. First you'll to need to go about making a website.
Then you'll need to focus on optimizing your site for SEO. As a type of marketing this can range from some simple best practices to make it easier for search engines to find and rank your site, to more advanced strategies that allow you to rank for many keywords across multiple website pages.
Learn more: Wix SEO features
02. Social media marketing
Social media platforms like Facebook, Twitter and Instagram offer powerful ways to engage with your community and share your nonprofit's stories. Social media marketing is all about encouraging engagement and building a community, both of which fit well with the vision and goals of most nonprofits. They offer a space for two-way communication where you can engage supporters and amplify your message. When it comes to social media marketing you’ll want to consider:
Consistent branding: Ensure that your social media profiles reflect your nonprofit's branding and messaging.
Interactive content: Post content that encourages interaction, such as polls, questions, or live videos.
Influencer marketing: Working with established online social media influencers can expand your reach and engagement.
03. Content marketing
Content marketing is all about storytelling and providing valuable information that aligns with your mission. It's a way to communicate the impact of your work and the importance of your cause. Nonprofit marketing and storytelling are often a good fit, as fundraising for a nonprofit involves invoking empathy and feeling in donors. Popular types of content marketing include:
Blogging: Share stories about the people you help or the progress of your projects to connect emotionally with readers. Consider starting a nonprofit blog so you can share your content consistently while building up a loyal readership.
Videos: Visual content can be highly engaging and shareable, making it a great tool for spreading your message.
Infographics: Present data and statistics in an easily digestible format to highlight the need for support.
04. Email marketing
Email marketing remains one of the most direct and personal ways to communicate with your supporters. It allows you to keep them informed about your work, share success stories and appeal for donations. To get it right consider:
Personalization: Use the recipient's name and tailor content based on their interests and past interactions with your organization.
Segmentation: Group your email subscribers by demographics or behavior to send more targeted and relevant messages.
Regular updates: Keep your supporters engaged with regular newsletters that highlight recent achievements and upcoming events.
05. Event marketing
Event marketing for nonprofits involves using events to promote their cause, engage with their audience and raise funds or awareness. These events can range from fundraising galas and charity auctions to community service projects and awareness campaigns.
Event marketing is beneficial for nonprofits for several reasons. Firstly, it provides a platform for direct interaction with supporters, volunteers and potential donors. This is particularly important for building a sense of community and involvement. Secondly, events can generate publicity and media coverage, helping to amplify your message and reach a wider audience.
Events themselves can also be effective direct fundraising tools, enabling you to raise vital funds through ticket sales, sponsorships and donations. They can also open up networking with other organizations, businesses and community leaders, for valuable partnerships and collaborations.
How to build a nonprofit marketing strategy
If you're wondering how to dive into nonprofit marketing, we've put together the following steps to get your planning started:
Set clear marketing goals
Before you begin crafting your strategy, it's essential to define what you want to achieve. Your marketing goals should be specific, measurable, achievable, relevant and time-bound (SMART). Consider what success looks like for your organization—whether it's increasing donations, growing your volunteer base or raising awareness about a particular issue. Some specific nonprofit marketing goals might include:
Increasing online donations: Aim for a specific percentage increase in online giving within six months.
Growing social media following: Set a target number of new followers or level of engagement for your social media channels.
Boosting event attendance: Work towards higher attendance numbers for your next fundraising event.
Develop a marketing plan
With clear goals in place, you can start drafting a comprehensive marketing plan. This document will guide your actions and help ensure that every marketing effort contributes to your overall objectives. You plan should include the following:
Audience analysis: Understand who your supporters are and what motivates them to engage with your cause.
Messaging: Develop compelling messaging that resonates with your audience and clearly communicates the value of supporting your nonprofit.
Marketing channel: Choose the right mix of marketing channels—such as email, social media or direct mail—to reach your audience effectively.
Nonprofit marketing plan template example
Executive summary: Summarize your organization's overall mission, the main objectives of the marketing plan and how it links to the organization's strategic goals.
Situation analysis: Discuss your organization's internal and external environment. This may include the organization's strengths and weaknesses, opportunities and threats.
Target audience: Describe your organization's main audience segments, including a profile of your ideal member, donor, or supporter.
Marketing goals and objectives: Define what you're hoping to achieve with your marketing efforts.
Strategies and tactics: Outlining the broad approaches (strategies) and more specific actions (tactics) your organization will take to achieve its marketing objectives.
Marketing mix: Define the different types of marketing and outreach you'll use – this might include social media, email marketing, direct mail, events, content marketing, PR, SEO.
Key Performance Indicators (KPIs): Clearly outline how you'll measure success. These should align with your goals.
Implementation plan: Address all the logistical details of bringing your marketing plan to life including the resources and budget required, roles, and timeframes.
Contingency plan: Identify potential barriers or challenges that might arise during the implementation of the plan and determine how they will be addressed.
Review and revision: Specify when and how often the plan will be reviewed and potentially revised. This will help you stay on track and adjust your plan if necessary.
Nonprofit marketing best practices
When it comes to promoting a nonprofit, there are several best practices to elevate your marketing efforts. The main ones include:
Storytelling: Share compelling stories that highlight the impact of your work. This can create an emotional connection with your audience and inspire them to take action.
Testimonials: Showcase testimonials from those who have benefited from your services or who support your cause. Real-life examples add credibility and authenticity to your message.
Community engagement: Build relationships with your supporters through regular communication and by providing opportunities for them to get involved.
Nonprofit marketing metrics and measuring success
To ensure that your nonprofit marketing efforts are effective, it's essential to measure key metrics and make data-driven decisions based on these. Here are some methods to analyze your nonprofit marketing performance:
Track campaign metrics: Monitor key performance indicators (KPIs) for each campaign, such as email open rates, social media engagement and website traffic.
Use analytics tools: Utilize tools like Wix Analytics to gain insights into user behavior on your website and the success of your marketing efforts.
Evaluate fundraising results: Assess the outcomes of fundraising campaigns by analyzing donation amounts, donor retention rates and cost per acquisition.
Nonprofit marketing jobs and careers
Understanding the career landscape in nonprofit marketing is crucial for those looking to enter the field or advance their careers. The three pillars of nonprofit marketing—awareness, engagement, and fundraising—also represent areas where professionals can specialize and excel.
Awareness: Jobs focusing on awareness might include roles like Public Relations Specialist or Brand Manager, where the primary goal is to increase the visibility of the nonprofit.
Engagement: Engagement specialists, such as Community Managers or Social Media Coordinators, work to build and maintain relationships with supporters.
Fundraising: Fundraising experts, like Development Officers or Grant Writers, are essential for securing the financial support that nonprofits need to operate.
Skills required for success in nonprofit marketing
To thrive in a nonprofit marketing job, certain skills are particularly valuable:
Communication skills: Clear and persuasive communication is essential for crafting messages that resonate with various audiences.
Analytical abilities: Understanding data and analytics enables marketers to measure the effectiveness of their campaigns and adjust strategies accordingly.
Creativity: Innovative thinking helps in developing engaging campaigns that stand out in a crowded nonprofit sector.