The Ultimate Guide to Nonprofit Marketing within 2021

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Every marketing team is challenged to do more with less — especially nonprofit organizations. Often times, assets are tight, and teams are small. Sound like your organization?

We want to help. That’s the reason why we created this not for profit marketing guide. Your organization may not operate for profit, but it can still value from the traffic, funds, and awareness marketing and advertising brings in.

Bookmark this guide for later and use the chapter hyperlinks below to jump close to to sections of interest.

Free Access: A Guide to Nonprofit Inbound Marketing

Inbound marketing is all about creating valuable experiences that have a positive impact on people and your business.

Inbound advertising for nonprofits can help you attract new supporters for your cause, connect to valuable contributor, engage your constituents, and inspire your community.

Improve your organization’s awareness and force action. See firsthand just how HubSpot can transform your nonprofit organization.

Here’s just how else nonprofit marketing may help.

Nonprofit marketing raises understanding.

Your nonprofit organization is a brand, therefore you need to increase awareness just like any other company or company. Marketing raises awareness of your brand, plus brand awareness spreads the word about your organization and your general cause.

Nonprofit marketing boosts funds.

Nonprofit marketing and not for profit fundraising go hand-in-hand. The more people that know about your organization, the greater potential funding you can bring in.

Nonprofit marketing drives donor memberships and recurring donations.

Many nonprofit organizations provide donation memberships and monthly giving programs, like this one through Charity: Water. These applications are valuable because your firm doesn’t have to fundraise so actively and so often , and so they can actually help you raise additional money — the average monthly online monetary gift is $52 ($624 per year) when compared to average one-time gift associated with $128.

Marketing your nonprofit gets your cause before fresh eyes and informs your donors about how they can consistently contribute.

Nonprofit marketing recruits volunteers.

Nonprofit marketing and advertising isn’t just for funding — it also drives manpower (and woman-power! ) to your business. Regardless of industry or size, all nonprofits benefit from volunteers, and marketing your organization may help bring in new hands.

Furthermore, volunteers are twice as more likely to donate as non-volunteers.

Nonprofit marketing promotes your providers.

Awareness, funding, and volunteers are integral to your not for profit, but what about the purpose of your organization? What about the people, animals, or even cause you’re helping? Advertising can help with that, too.

The greater people who know about your not for profit organization, the more people you are able to help.

These are just a handful of reasons you should invest in advertising (particularly inbound marketing! ) for your nonprofit. Now, why don’t discuss how to build a nonprofit marketing plan so you can begin bringing in new funds, volunteers, and constituents.

ALIVE Chicago). I’d request you to brainstorm three to five marketing tips to advance that objective.

Some ways you could use marketing to progress that objective include:

  1. Create plus publish content that trains your community on the state of animal welfare.
  2. Article on social media about your organization and the animals you have pertaining to adoption.
  3. Send a every week email newsletter sharing your content, adoptable animals, and offer needs.
  4. Host a quarterly event with educational sources, foster training, and re-homing opportunities.

Next, I’d ask you to switch these ideas into INTELLIGENT goals. Let’s use idea number one as an example:

Specific

Educate the community in the state of animal welfare by producing one post per week.

Measurable

Increase traffic by 15%.

Attainable

Our blog traffic increased by 10% last year when we upped our publishing frequency to twice a month. A 15% enhance in traffic with a 100% increase in production seems achievable.

Relevant

An increase in blog traffic can boost awareness of our organization, teach the community, and alert more people of our adoption opportunities — thus, saving a lot more animals and bringing in more funding.

Timely

We will start producing one post per week and the begin of next month.

SMART Goal: By start of next month, our website will see a 15% boost in traffic by boosting our content production through two posts per month to 1 post per week. This boost will boost awareness of our organization, educate the community, and alert more people of our re-homing opportunities — thus, saving more animals and getting more funding.

See how We turned the organizational objective into a marketing objective, and then into a SMART goal? CLEVER goals are especially important as it pertains time to analyze and determine your marketing performance (which we talk about later), so be sure to finish this step prior to moving forward in your nonprofit marketing plan.

Download your free marketing goal-setting template here. 

2 . Realize Your Audience(s)

Nonprofit marketing is different from other types of marketing because your organization is likely targeting multiple groups: constituents, customers, volunteers, and donors.

It could imperative to define and understand each of these audiences (a. k. a. buyer personas) because your marketing will vary based on who you’re talking to. (We’ll get into key messaging next. )

For example , following our animal shelter example previously mentioned, an email targeting donors may have different messaging than a message calling for volunteers.

One particular way to organize your various audiences is using a CRM to segment the different groups. By separating contacts along with tags and lists, it is simple to send marketing messages towards the appropriate groups.

Download Now: Free Brand Building Guide

4. Select, Plan, and Create Your Marketing Strategies

Many marketers leap right to this step — producing and publishing various marketing tactics. Marketing encompasses much more than an advertisement, post, or event. In order to execute successfully, you must complete all the steps prior to this.

Now that you’ve established your own goals (what you want), your key messages (what you’re going to say), and your audience (who you’re going to say it to), you can determine your marketing tactics (how you’re going to state it).

Marketing tactics refer to channels like email marketing, social media, events, and more. We’ve devoted an entire section to these advertising strategies — read about all of them in detail below.

Regardless of which tactic you choose, be sure to conduct thorough planning before and as you execute on it. Here are some questions to ask yourself as you prepare:

  • What will one does with this marketing tactic?
  • Whenever will these marketing actions take place?
  • Why is this tactic essential?
  • Who will be responsible for these activities?
  • How much do we plan to spend?
  • How does this link to our organization’s marketing objectives?

Tactical planning is an integral portion of your overall nonprofit marketing strategy. How you approach your marketing and advertising strategies and how they influence your organization is just as important since how you execute on them.

Before you hit the ground running upon any of these strategies, be sure your team has a solid game plan and a full understanding of it.

measurable overall performance indicators for each. Here’s a listing of examples from our list of advertising strategies below:

Marketing Strategy Overall performance Indicator
Email marketing Email opens
Event marketing Solution sales
Video marketing Video views
Social media Shares and comments
Web site Page views
Public speaking Referrals
Content marketing Subscriptions

Remember the goals you defined in step one? The purpose of measuring your advertising performance is to stay in-line with those goals.

You are able to track these performance indicators using tools like Search engines Analytics, HubSpot, and the analytics tools built into Facebook, Tweets, and other social media sites.

If you know what you want to measure before you begin marketing your nonprofit, you will still know exactly what to look for — and how to determine success plus impact — when your advertising is in play.

outsource your nonprofit advertising where needed.

Nonprofit E-mail marketing

You might be using email sporadically to call for volunteers or even confirm an online donation, yet that’s not enough. Email marketing is a highly effective marketing resource, specifically for nonprofit organizations. Why? Really personal and powerful.

Here are some ways to leverage email marketing to achieve all of your audiences:

  • Send a every week newsletter with your newest articles, updates about your organization, sector data, and volunteer requirements.
  • Send monthly emails with donation needs and opportunities.
  • Set up an email sequence for new subscribers thanking them for joining and educating them on your organization.
  • Set up an email sequence for new donors thanking them for their contribution plus sharing how else they could support your organization.

Also, don’t forget to place information on your website about how a subscription to your email list. Not for profit organization Acumen does an excellent job of this by placing subscription opportunities on their website and in their main menus.

Acumen's nonprofit newsletter promoted in the footer of their website

👉🏼 Not for profit marketing tip: Automate as much as possible. Email marketing software (like HubSpot) saves precious time and energy for your group and can be the key to growing your email list, donations, and memberships. You can even automate an email sequence induced by website visitor behaviour indicating a high level of curiosity, such as downloading educational articles.

Click here to download our free beginner's guide to email marketing.

Nonprofit Event Marketing

Event marketing is one of the most reliable (and enjoyable! ) ways to grow awareness of your organization, connect to your community, raise money, and garner support for the cause.

PAWS, which stands for Pets are Worth Conserving, is another local animal recovery that I’m a fan of. They hold a PAWS 5K race every summer to boost awareness and funding for the organization.

PAWS Chicago 5K nonprofit marketing event page

This type of occasion impactful for multiple reasons:

  1. This inspires competition and physical activity. Runners raise money for that organization and participate in the particular run.
  2. It brings people in the community together to commemorate the organization and bring attention to the PAWS cause.
  3. It provides PAWS a channel to advertise their services and adoptable pets.
  4. It’s fun to go to and be a part of! Many people go to the event to support runners, play with dogs, and simply be a part of the fun — all whilst supporting and sharing PAWS.

From fundraisers to auctions to competitions, there are many different kinds of events you can organize to market your nonprofit corporation.

Nonprofit Video Marketing

Regardless of whether they’re consuming content just for work, school, or fun, people prefer video content material. As a nonprofit organization, movie marketing is a surefire way to garner interest and assistance from all of of your audiences.

Here are a few reasons that video can help you market your not for profit:

  1. Video is visual. We process visual content 60, 000 instances faster than written content. All of us also remember more content, longer.
  2. Video is individual. It motivates empathy and emotions, which can’t be said about other forms of marketing.
  3. Movie is educational. Many organizations need to teach their communities on their leads to in order to garner attention plus funding. Video can help you do that.
  4. Video is shareable. 92% of consumers on mobile will discuss videos with others. Customers love sharing videos, specifically those that inspire and resonate with them.
  5. Video is definitely interesting. 60 per cent of people are report that will video is a media these people consume thoroughly. Keep your guests, followers, and supporters engaged and interested with movie.

→ Access Now: Video Marketing Starter Pack [Free Kit]

The Girl Effect, a not for profit that works to empower women worldwide, is a great example of video marketing. The organization’s home page is a video, which captures visitors’ attention right away. Furthermore, when you click “See more, ” the site opens an informative video telling you all about The woman Effect.

The Girl Effect's nonprofit web page that uses video marketing

Nonprofit Social internet marketing

Social media is a highly well-known marketing strategy among nonprofits. It is not only free, but it provides an method for organizations to show their own brand personalities and engage with their followers and followers.

Here are some ways to use social networking for your nonprofit marketing, since inspired by a HubSpot study of 9, 000 nonprofits:

  • Discuss news about your organization and cause
  • Boost brand understanding and recognition
  • Fundraise
  • Sponsor volunteers and employees
  • Acknowledge donors, employees, and volunteers

Make sure you use the key messaging you crafted in your nonprofit marketing plan to keep your social media blogposts consistent and targeted. Also, make the most of each platform to promote your organization, such as the Donate switch on Facebook.

HubSpot customer FIRST, which stands for With regard to Inspiration and Recognition associated with Science and Technology, is really a nonprofit organization that works to advance STEM (science, technology, architectural, and math) education among children.

FIRST makes use of social media in many different ways, such as using Facebook to post videos, news, fundraisers, and reviews — as well as making use of the Donate switch. The organization has amassed nearly 100, 000 followers.

FIRST's nonprofit Facebook page with Donate button

👉🏼 Nonprofit marketing tip: Curate content from volunteers, clients, supporters, event attendees, plus donors. Implementing a user-generated content (UGC) campaign not only lessens your workload, it also acts as strong social proof. To enact your UGC campaign, put out a call for constituent stories, images, and videos. Create a hashtag that individuals can use to alert you of new UGC.

Also, let curation tools work for you. Use Google Alerts and interpersonal monitoring tools to alert you when your organization, hashtags, or relevant topics or keywords are mentioned. This provides opportunities to source UGC, get inspiration for new topic tips, and participate in relevant discussions.

Nonprofit Website

Every not for profit organization should have a website. A website serves as a digital home foundation for your organization and contains critical information — whatever you stand for and how visitors may participate and help.

Your site also houses important assets like your blog, social media streams, event information, videos, and more… basically the rest of your advertising strategies. Lastly, your website is a way to intrigue, inspire, plus engage your audiences.

Not for profit organization (and HubSpot customer) American Nursing Association (ANA) is an example of an organization having an outstanding nonprofit website. The site clarifies the ANA mission, shares news and academic content, and informs website visitors how to get involved through memberships, events, certifications, or donations.

ANA's nonprofit website

Nonprofit Public Speaking

It can said that people buy into other people, not products. The same could be said about nonprofit companies. If consumers believe in the people behind your organization, they’re more likely to buy in your cause plus donate money or time.

One of the best ways for consumers to get to know your leadership team, not to mention spread the word about your cause plus organization, is public speaking. Regardless of whether you speak at a local event of 100 people or a multi-day conference along with thousands, the impact could be the same: telling a powerful tale to real people who may not yet know about your result in.

charity: water founder Scott Harrison spoke at INBOUND18. While he shared some about the conception and company of the nonprofit, he mainly talked about the people that their organization helps — and exactly how the audience can support the mission. Harrison not only moved the audience of countless numbers but also effectively marketed the particular charity: water purpose plus brand.

 

Nonprofit Content material Marketing

Content marketing and blogging are valuable marketing property for any nonprofit organization. This why:

  • Content educates your viewers about your mission, cause, and industry news plus trends.
  • Content (and SEO) bring in new visitors, subscribers, donors, and leads.
  • Content is shareable and serves as free PR among your own audiences.
  • Content can be repurposed and made into different types of media, saving your marketing team precious time and energy.

Creating a not for profit marketing blog isn’t often easy. Teams are short-staffed, budgets are low, plus time is precious. Thankfully, there are lots of ways around individuals blogging challenges, such as sourcing story ideas from volunteers, donors, and customers and also implementing an editorial work schedule so you can plan ahead.

One of my very favorite not for profit organizations is called Blurt Basis, a UK-based organization that will exists to increase awareness and understanding of depression and support those who struggle with it. There’s a lot of misconception and misunderstanding close to depression, so Blurt Foundation uses their blog content material and other content resources to educate constituents and supporters. They also incorporate these content property into their emails, social media content, and online store.

Blurt Foundation's nonprofit Resources page as a content marketing example

👉🏼 Nonprofit marketing suggestion: Save time and resources by repurposing your content. Content is an rising asset that you can reuse plus re-promote over and over. Repurposing content to create new marketing assets costs far less than developing entirely new content.

Summarize all the ways you could repurpose the content you produce. For example , you could create the following checklist for your blog content:

  • Short version for use in emails or ezines with link back to full post
  • Group with related posts for report
  • Two to three visuals images to share upon social
  • Infographic with posting information
  • Reaction piece to original post

Since you’re not likely to promote and distribute every piece of repurposed content immediately, your content pipeline is never ever empty.

Check out HubSpot’s free of charge nonprofit content today.

Reinforce Your Marketing, Promote Your Trigger

Raise your hand if your company has to constantly do a lot more with less. 👋🏼

When that sounds like your organization, we recommend you use this guide to develop a nonprofit marketing program ASAP. Your organization might not work for profit, but it could value from the traffic, money, and awareness that organized marketing brings in.

And not only will these activities and strategies help promote your firm, but they’ll take a valuable load off the backs of your team and volunteers — freeing them up to devote more time to your cause plus constituents.

Editor’s take note: This post was originally released in June 2019 and it has been updated for comprehensiveness.

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