For small nonprofits that aren’t backed by a huge team, marketing efforts can often slip through the cracks. After all, the concept of marketing a nonprofit seems rather counterintuitive. But even though nonprofits’ primary goal isn’t to generate revenue, it’s still crucial that they have a streamlined marketing strategy. They still have to build their brand and raise awareness for their cause.
Here are five simple ways that nonprofits can enhance their marketing efforts, even when they don’t have a lot of time or money at their disposal.
1. Focus on one or two social media platforms
By now, the importance of having an active social media presence is common knowledge. But many organizations go about this the wrong way. Brute-forcing their way through the internet by creating channels on every platform will get them no where fast.
Instead of trying to have a presence on as many social platforms as possible, hone in on the one or two that are most relevant for your organization. Does your nonprofit cater to causes that are particularly important to Millennials? Consider creating an account on Snapchat, which is used overwhelmingly by the under-35 crowd. Does your organization support a cause that lends itself to imagery, such as photographs of rainforests or cute animals? Focus your efforts on a visual platform like Instagram.
When you narrow down your social media responsibilities, maintaining an active presence isn’t such an overwhelming prospect. Don’t waste your time with social platforms that don’t serve your needs, just because they happen to be the latest trend.
2. Jump on the content marketing train
The 2016 Global NGO Technology Report found that only 47% of nonprofit organizations have a blog. This is understandable. After all, writing and updating a blog can seem like an overwhelming task for a small team that’s already got a lengthy to-do list.
But in an age where content is king, a blog is a necessary component to driving traffic. In fact, companies with blogs have, on average, 434% more indexed pages than those who don’t. Plus, maintaining a blog will give you content that you can use to fill your social media channels.
3. Take advantage of freebies
They say there’s no such thing as a free lunch, but Google AdGrants — which provides free advertising for eligible nonprofit organizations — proves that there’s at least one exception to this rule. Indeed, any nonprofit holding valid 503(c)(1) status can apply to the program. Nonprofits can access a $10,000 monthly budget to spend on Google AdWords!
Given the potential that Google AdWords offers for reaching new people, AdGrants is something all nonprofits should take advantage of. Barnardo’s, the UK’s largest children’s charity, has a record 9.5% conversion rate since adopting the AdWords platform in 2007. In fact, nowadays, AdWords accounts for more than a quarter of all traffic to their website. This shows the enormous power that AdGrants offers nonprofit organizations.
Amir Eyal, CEO of Mylestone Plans, a financial planning firm that specializes in nonprofits, echoes this sentiment: “Especially for small nonprofits that don’t have enormous marketing budgets, $10,000 per month in advertising can make a huge difference.”
4. Don’t forget about your snail mail campaigns
So far, the advice on this list has been heavily geared towards digital marketing. But that doesn’t mean that traditional snail mail campaigns have become obsolete. 33% of Baby Boomers still prefer to donate through direct mail, rather than online or mobile payment gateways. In fact, even among Millennials, direct mail is the second most-preferred method of donation.
5. Ramp up your marketing efforts in the final months of the year
With #GivingTuesday right around the corner, nonprofits are entering their busiest time of the year. About 34% of donations are given in the last quarter of the year, and 18% of these donations are made in December alone. Just as for-profit businesses prepare for the holidays with deals and specials, nonprofit organizations should also act accordingly. They should put extra emphasis on their marketing efforts during the final quarter of the year.
Small nonprofits don’t need a ton of money, time, or manpower to market their organizations effectively. They need to be focused on their marketing strategies and take advantage of special programs. Even small and overworked teams can find the time to give their marketing the extra push it needs to make a difference.
Source: Business 2 Community