If your nonprofit’s marketing consists of occasionally updating your website and holding an annual benefit gala, then you’re missing a lot of important opportunities. Consistent marketing is as essential for growing and maintaining a nonprofit as it is for running an ethical business.
Learning how to effectively market your nonprofit doesn’t have to be complicated. There are many easy actions you can take to reach your target audience, educate the public, and increase support for your mission. These easy steps will jumpstart your marketing efforts and set you on the right path to reaching your nonprofit’s goals.
Why your nonprofit needs marketing
Even the most altruistic organization isn’t able to do much good unless people know about it. Your nonprofit needs strong relationships with donors, volunteers, the media, and even government organizations to pursue its mission effectively.
How marketing helps your nonprofit:
- Spreads your message and mission statement
- Brings in new donors and new revenue
- Satisfies current donors by showcasing your success
- Creates strong relationships with other organizations and government agencies
- Gains exposure in the media
- Alerts the public to important events and news
- Reaches more people with the work you do
How to market your nonprofit
Your organization’s marketing efforts should be ongoing to maintain your relationships, bring in consistent donations, and keep your work in the public’s attention. Even if your nonprofit doesn’t have the budget for a dedicated marketing team, there are still plenty of steps every staff member can help out with to create a marketing plan.
1) Determine your target market
Before you can take any action to market your organization, you need to know whom you’re trying to reach and what you want them to do.
- What is their age?
- What is their income?
- Do they trust certain news sources?
- What social media platforms do they use?
- What’s the best way to reach them?
- What issues are most likely to appeal to their interest?
- Do you want them to donate, volunteer, join your organization, or just spread the word?
Once you know who your audience is and where you can find them, you can tailor your marketing efforts to reach them and prompt them into action. You might find it helpful to research organizations like yours to see how they market themselves to the same audience.
2) Set Measurable goals
You won’t know whether your nonprofit marketing is effective unless you have a plan for what you’re trying to achieve. Having measurable goals provides you a way to evaluate what is working and what needs to change.
- Donations or revenue
- Email list sign-ups
- Donor/member retention
- New donors/members
- Yearly initiatives you want to accomplish
- The number of people you can help, events you can hold, or any other service your nonprofit provides
Once you’ve set your goals, strategize with your team to determine how you’ll measure your progress toward reaching them.
Create marketing materials
Do you mail brochures or even postcards? Do you ever send thank you notes to donors? Are you likely to make appearances or have an informational table at events? Do your staff members have business cards?
Any time you interact with the public, your nonprofit needs to have marketing materials. These materials should be branded for your organization and include information that showcases the accomplishments, services, and values of your organization, along with information about how they can get involved or where they can donate.
3) Set a social media strategy
A social media marketing strategy is a cost-effective way to reach new donors and gain more exposure. Social media platforms such as Twitter, Facebook, and Instagram, can provide a potential avenue for reaching a larger audience.
Rather than trying to be active across every social media platform there is, identify two or three platforms where your target market is most likely to be found. Then, focus your energy and marketing efforts there.
The best part of this type of marketing is that social media has no physical boundaries in place. You can connect with people in your very own backyard or those halfway around the globe, allowing you to expand the reach of your nonprofit organization.