Nonprofit marketing raises mission awareness, ensures you develop strong relationships with supporters, promotes your organization’s services, and so much more! For example, did you know that 25% of donors ages 18 to 29 want social media communications from nonprofit organizations? However, it’s not enough to draft a couple of emails and post a few generic social media posts. That’s why organizational leaders often turn to nonprofit marketing consultants for professional help.

There are many different types of marketing consultants out there, each with their own specialty and qualifications that make them valuable to partner with. A great nonprofit marketing consultant will work closely with your fundraising team to ensure that the steps in your marketing plan further your goals.

This guide will walk through:

• Nonprofit Marketing Consultant: 4 FAQs
• Steps To Finding The Best Nonprofit Marketing Consultant
• 4 Nonprofit Marketing Best Practices
• Top Nonprofit Marketing Consultants

At Getting Attention, we understand that marketing is a complex topic, and implementing your strategy can quickly become a full-time job. We’re dedicated to helping nonprofits forge long-lasting partnerships with the right nonprofit marketing consultant for them. Let’s get started.

Nonprofit Marketing Consultant: 4 FAQs

Hiring a consultant can be a big investment for your nonprofit, so ensure you have completed your research and know the answers to essential questions, such as:

What is a nonprofit marketing consultant?

A consultant is a professional who provides targeted advice to organizational leaders. They typically specialize in a few areas of expertise, so their clients can strengthen their organizations’ weaknesses.

This means a nonprofit marketing consultant is someone who gives advice on how nonprofits can take their outreach and donor engagement strategy to the next level.

Nonprofit marketing consultants can help with a variety of tasks, but ultimately they should work closely with your nonprofit to support your strategy no matter the stage you’re in. From general support to a complete overhaul of your marketing strategy, a consultant can help at any point during the process.

When should you hire a nonprofit marketing consultant?

Researching and partnering with a consultant can take time and require a significant investment of your nonprofit’s resources. Before diving into this process, take the time to consider if hiring a nonprofit marketing consultant is the right course of action for your organization at this time.

Nonprofit organizations hire marketing consultants for all sorts of reasons, including general support for their promotional efforts. However, there are also a few situations where it makes sense to seek out a marketing consultant’s unique expertise, such as:

• Before an upcoming major campaign. A fundraising campaign is a major undertaking, and if a campaign falls short of its goal, it can negatively impact your nonprofit’s credibility. If it’s your nonprofit’s first time launching a major fundraising campaign, or if you think you’ll need extra help, try looking into nonprofit marketing consultants with fundraising and campaign planning expertise.
• To assist in big technology upgrades. It’s great when your nonprofit is ready to upgrade its technology, but it can also be accompanied by a work slowdown as employees get accustomed to your new software. With a consultant who specializes in nonprofit technology, you can speed up your onboarding process by getting professional assistance for managing your workflows.
• When launching or revamping your fundraising strategies. If you’re looking to make a major change in your approach to fundraising, a consultant can provide the professional insight you need. Bringing in a consultant can help you get a fresh perspective on your old approach to fundraising, allowing you to create new strategies that capitalize on your previous methods’ strengths and avoid their pitfalls.
• To apply for nonprofit marketing grants. Applying for a grant is often a long process that requires your team to carefully put together the strongest application possible. Bringing in a nonprofit marketing consultant who specializes in the grants you’re applying for can give your team new guidance and ensure you stick to all of your grant’s deadlines. For example, you’d want a Google-certified Google Ad Grant consulting agency to manage your application for the Google Ad Grants program since they understand all the eligibility requirements and have Google’s seal of approval.

It’s important to note that you don’t have to wait for an event or large campaign to seek out a nonprofit marketing consultant. If you simply want to revitalize your communication efforts or you notice a key performance indicator falling behind, a marketing consultant can step in at any point and provide assistance.

How can marketing consultants help your nonprofit efforts?

What exactly do marketing consultants do? First and foremost, they should have a deep understanding of your organization and audience, along with the specific goals you’re trying to accomplish. Then, they’ll develop a marketing plan that compiles all of that knowledge and lays out strategies that will propel your nonprofit toward those goals.

Along with strategic planning, here are the specific actions nonprofit marketing consultants might help you with when executing their plan:

• Copywriting. Compelling copy can be the determining factor in whether someone engages further with your nonprofit. Most nonprofits need a lot of copy for a variety of tasks, including their fundraising letters, thank-you messages, social media posts, event invitations, grant applications, and more.
• Content management. Content management includes all the tasks that need to be completed after your content is created, such as posting or sending it, managing a messaging calendar, and tracking engagement rates. Your marketing consultant can help you refine your content management strategy and make adjustments based on the results you’re currently seeing.
• Print and web design. Effective marketing appeals are rarely just unformatted text. If your nonprofit doesn’t have a graphic designer on staff, a nonprofit marketing consultant can leverage powerful graphic design to transform your content into something that will stand out and drive donations.
• Grant application. Finding nonprofit grants and applying for them will require your team to take on responsibilities that go beyond their normal fundraising efforts. Hiring a consultant with expertise in grant writing and management can help you create a smooth, timely grant application process.
• Google Ad Grant maintenance. Google Ad Grants provide nonprofits with $10,000 of Google Ads, for free. But making the most of these funds, tracking results, and ensuring your nonprofit maintains compliance can require the expertise of a marketing consultant. Check out the video below to learn more about the benefits of Google Ad Grant maintenance:

Because there are so many consultant specializations that fall under the umbrella of marketing, determine which services your nonprofit will need so you can narrow down your search for the perfect consultant. Also, look for agencies that specialize in specific sectors, such as churches or educational institutions. These agencies will have a deeper understanding of your unique mission and can provide more targeted strategies for your organization.

What are common nonprofit marketing consultant services?

The great thing about the expansive online space is that your nonprofit has a variety of marketing channels at its disposal. Each platform has its unique quirks, which is why there are nonprofit marketing consultants who specialize in one or several of these platforms.

As you develop your marketing strategy, consider how you can use the following platforms and if a professional can help bring your strategy to the next level:

• Website. Your website is the face of your organization, and a nonprofit marketing consultant who specializes in website design can help you create a digital hub to store all of your content and make the best possible first impression on new donors.
• Google Ad Grant. Google Ad Grants is a unique marketing opportunity that allows you to amplify your nonprofit’s most important pages for cause-related keywords using free advertising credits. A Google Ad Grants consultant can get your nonprofit on the right track toward qualifying for a grant and help make the most of the funding you receive. Look for consulting agencies that are Google Partners to ensure you receive quality help.
• SEO. Search engine optimization (SEO) can help more supporters find your content organically through Google searches. Launching an SEO strategy isn’t something your nonprofit can just do overnight, however. Partner with an SEO nonprofit marketing consultant to learn how to leverage your current content and what new content you should be creating to start ranking on search engines.
• Email marketing. Take advantage of donors’ affinity for email communications from nonprofits. In 2023, the average nonprofit email open rate is over 28%, much higher than the average open rate across all industries (roughly 21%). Consultants who specialize in communication and online messaging can help you refine your email marketing strategy to craft more eye-catching, effective emails, whether they’re fundraising appeals or your monthly newsletter.
• Social media. Social media has been a necessity for nonprofits looking to gain a wide audience online. However, keeping multiple accounts on different platforms active can be a challenge. By partnering with a digital marketing consultant, you’ll get expert advice on which platforms to use and how to make your content as effective as possible on them.
• Direct mail. Even with the rising popularity of digital marketing, direct mail isn’t dead. In fact, the sheer prominence of online-only marketing has caused direct mail appeals to stand out even more for some donors. If you’re interested in a multi-channel approach that incorporates physical mail appeals, try partnering with a direct mailing consultant.
• Campaign marketing. Campaigns are always extensive undertakings that require a significant amount of your staff’s time and your nonprofit’s resources. A campaign marketing consultant can help you plan and promote the most effective campaign possible with the resources your organization has.

This isn’t an exhaustive list—there are tons of different specialties that a consultant can help your nonprofit improve.

Steps To Finding The Best Nonprofit Marketing Consultant

To find the consultant who best aligns with your nonprofit’s goals and can take your marketing strategy to the next level, follow these six steps:

1. Review your nonprofit marketing needs with an audit.

Before you start thinking about partnering with a marketing professional, you have to get a sense of how your current marketing strategy is performing and determine your needs.

We recommend starting with a marketing audit. This might include:

• A SWOT analysis: A SWOT analysis is a strategic planning technique used to help organizations identify strengths, weaknesses, opportunities, and threats.
• Reviewing marketing trends: Identify any relevant marketing trends like changes to the standard social media marketing mix, leveraging user-generated content, and video marketing your nonprofit would like to adopt.
• Gathering current marketing assets: Take stock of which materials you have already and what you’ll need.
• Data analysis: Look at your past marketing data. What strategies have worked in the past? Were there any strategies that missed its mark? Which areas will need the most improvement to help you reach your goals?

From there, you can create an action plan. Divide your needs into “immediate” and “long-term.” Then, you can easily pinpoint your highest-priority needs and select a consultant who is equipped to help you meet them.

2. Meet with your board members and other key stakeholders.

Before making any major decisions and hiring a marketing consultant for your nonprofit, you need to ensure that the rest of your nonprofit leadership team is on board and understands the exact help you’re seeking.

When meeting with your nonprofit board and other key stakeholders, discuss:

• Guidelines for a general budget
• A target start date for the consulting service
• A general timeframe for the partnership

Remember, these guidelines are there to do just that: guide you. It’s important to remain flexible, as not everything can be predicted before the partnership even begins.

3. Compile a list of prospects that meet your needs.

Once you understand your current marketing needs and what you want from the partnership, compile a list of possible consultants.

Here are some of the common ways to find potential nonprofit marketing consultant partners:

• Ask for recommendations from colleagues at similar nonprofit organizations.
• Take a look at online lists or directories of top nonprofit technology consulting firms.
• Consider what is most important to you. If you prefer to meet in person, then look for a local agency. If you know that you need consulting in a specialized area like website development, review the agency’s specialties to see if they align with your goals.

As you look through your list of consultants, consider their experience and client history. Ideally, you should select a marketing professional that often works with nonprofits with a similar size, mission, and needs to yours.

4. Create an RFP (Request for Proposal)

RFPs are used to request information from potential partners and communicate your nonprofit’s needs, mission, and relevant goals that the prospective consultant might need. Requesting a proposal is the most direct and straightforward way to determine if a consultant is right for you.

While your RFP will be unique to your organization, we recommend including these essential components:

• An overview of your organization, any relevant history, your mission, and a brief description of your donor base.
• A description of your nonprofit marketing needs.
• The guidelines of the partnership, like the general budget and timeframe.
• Expected outcomes for the partnership.
• A list of tangible deliverables.
• Requests for additional information or background history.

Generally, your RFP should give consultants the necessary information to propose a strategy to address them. The more focused your RFP is, the more effective the proposal will be!

5. Reach out to top candidates

It can be difficult to narrow down your search, especially if you receive several qualified proposals. Reach out to your team and nonprofit leadership, and ask them to rank their favorite choices. Compare these lists to spot trends or favorite candidates.

Once you’ve narrowed down your top picks and finalized your RFP, reach out to your prospects. Make sure the consultants you connect with receive your RFP and know how to get back in touch if they’re interested in working with you.

6. Ask for references and follow up

When you hire a nonprofit marketing consultant, you’re adding another player to your nonprofit team. It’s important to vet them just like you would a potential new hire.

Review the consultants’ proposals like you would job applications. Don’t be afraid to ask for references or case studies from past clients. It’s crucial to have an accurate understanding of each consultant’s past experiences to see if the relationship will work for both parties.

Once you’ve selected your favorite candidate, it’s time to follow up and begin the partnership.

4 Nonprofit Marketing Best Practices

After kicking off your partnership with a nonprofit marketing consultant, you can start familiarizing them with your organization, its mission, and your short- and long-term goals. As your relationship with the consultant progresses, it’s essential to make sure they are following nonprofit marketing best practices.

Here are a few of the most important best practices your nonprofit consultant should adhere to:

• Follow a strict budget. Nonprofits are required to be transparent about their finances, meaning that you will need to track each dollar spent or earned by your organization. It’s best to create a marketing budget for your nonprofit to properly allocate organizational funds, and your marketing consultant should make it a top priority to stick to that budget.
• Tell compelling stories. The work nonprofits do can have profound impacts on the lives of their beneficiaries, and sharing those impacts with your supporters can motivate them to make a gift. Studies show that 74% of donors are more likely to make a larger donation when faced with a compelling reason to give to a campaign. Ask your marketing consultant how you can weave emotional nonprofit storytelling into your campaigns.
• Stay up-to-date with trends. Marketing trends are always changing, especially as social media continues to evolve. Have conversations with your consultant about the latest marketing trends to see if they have their finger on the pulse of nonprofit marketing (and request their recommendations for your organization!).
• Align marketing with organizational goals. If you work with a nonprofit consultant for many months or years, it’s almost inevitable that your nonprofit’s goals will change over that period. Additionally, you may make adjustments to your core mission, values, or programming. Your consultant should remain committed to understanding your organization and its supporters throughout its evolution.

Check in with your marketing consultant periodically to ensure that the work they are doing for your nonprofit aligns with these best practices as well as any more specific stipulations your organization has for them.

Top Nonprofit Marketing Consultants

We’ve compiled a list of some of our favorite marketing consultants for nonprofits divided by specialty. You’re bound to find the best partner for your unique needs:

• Getting Attention — Best for Google Grant management
• Kwala — Best for nonprofit graphic design
• DNL OmniMedia — Best for strategy development
• Kanopi — Best for nonprofit website support
• Meyer Partners — Best for direct mail marketing
• The Fundraising Coach — Best for training
• Big Duck — Best for brand promotion 
• Donorly — Best for Fundraising

Getting Attention — Best for Google Grant Management

At Getting Attention, we’re proud to be a Google-certified Google Ad Grant agency and the Google Ad Grant is our core marketing specialty. If you’re unfamiliar with the program, Google offers eligible organizations to amplify their most important landing webpages for the keywords their supporters are searching online. Using Google Ads and leveraging the Google Grant program is one of the most valuable ways to jumpstart your marketing efforts and promote your digital content!

Explore the details of Google Ad Grant requirements in our comprehensive guide to learn how your nonprofit can maximize this valuable opportunity.

As a Google Grant agency, our goal is to assist nonprofits in managing their account no matter if they’re just applying or want to revitalize an existing campaign. Our marketing team will work closely with your nonprofit to ensure that the strategies you use and the plans you carry out are aligned with your audience’s needs and your overall mission.

Standout Consultant Services

• Google Grant Application: Our professional consultants are here to walk you through every step of the Google Grant application process. We’ll check your eligibility and fill out the application for you, making sure you get approved in no time!
• Google Grant Hygiene: Both in your Google Grant and overall marketing strategy, data is important. You don’t want unclean or duplicate data bogging down your fundraising efforts. We’ll help you keep your data clean and organized.
• Google Grant Reactivation: Maintaining your Google Ad Grant account isn’t as easy as one might think. Google will suspend your account if it doesn’t comply with certain guidelines. Our professionals can get your account back up and running in case you are suspended.
• Keyword Research: Targeting the right keywords is vital if you want to take your digital marketing to the next level and show success in your Google Ads. That’s why keyword research is one of our main skills!
• Google Grant Management: Not only can our Getting Attention professionals track data and research keywords, but we can also make sure your campaigns remain compliant with all of Google’s official guidelines.

Kwala — Best for Nonprofit Graphic Design

Kwala is a graphic design agency that specializes in mission-driven marketing. They understand the unique needs of nonprofits and know how to make your cause stand out through powerful marketing materials. Not to mention, they offer unlimited requests and revisions, meaning they’ll keep designing until your materials are perfect.

From improving your social media presence to transforming your direct marketing appeals, Kwala offers everything you need to build brand awareness and connect with supporters.

Standout Consultant Services

• Digital Marketing Materials: Kwala’s team of designers recognizes the need for a strong digital presence in today’s world. That’s why they offer web design services such as site design, web ads, and social media graphics.
• Physical Marketing Materials: Kwala won’t let your in-person efforts fall by the wayside. They offer design services such as fundraising flyers, business cards, brochures, and postcards.
• Logo Design: Your logo is the centerpiece of your marketing. Kwala can design a timeless logo that supporters will associate with your cause for years to come.
• Product designs: If you want to ramp up your product designs, Kwala can help you create t-shirt graphics, hat designs, and more.

DNL OmniMedia — Best for Strategy Development

DNL OmniMedia is a full-service nonprofit marketing consulting firm and is dedicated to helping fundraisers carry out an effective campaign and reach supporters. Their extensive suite of services can help large and enterprise-level nonprofits achieve a variety of goals, no matter how complex or time-consuming.

Standout Nonprofit Marketing Consulting Services:

• Pay-per-click marketing
• Copywriting services
• Video and digital marketing
• Print and web design

Kanopi — Best for Nonprofit Website Support

Kanopi Studios is a digital website agency and a top partner for nonprofits looking to take their online marketing efforts to the next level. They currently support over 150 active sites and work closely with nonprofits to ensure that their content is effectively promoting their mission and supporting their overall marketing strategy.

Standout Nonprofit Marketing Consulting Services:

• Website user research
• Content strategy development
• User personas and mapped-out user journeys
• Full website growth plan

Meyer Partners — Best for Direct Mail Marketing

Meyer Partners is a marketing agency for nonprofits dedicated to helping fundraisers craft effective direct mail appeals. Don’t make the mistake of assuming that direct mail is dead—it’s still a valuable channel when it comes to marketing your mission and connecting with supporters. Meyer Partners can help you harness that power!

Standout Nonprofit Marketing Consulting Services:

• Direct mail copywriting
• Creative storytelling advice
• Data collecting and reporting

The Fundraising Coach — Best Nonprofit Marketing Consultant for Training

Marc A. Pitman, AKA The Fundraising Coach, trains nonprofit professionals to improve their fundraising abilities. If your nonprofit is interested in improving your staff and leadership’s skills when it comes to asking for donations, sharing your nonprofit’s story, and overall fundraising abilities, The Fundraising Coach can provide training that will have lasting value beyond just one or two campaigns.

Standout Nonprofit Marketing Consulting Services:

• Fundraising 101 training
• Coaching for executive staff members and leadership
• Access to training resources such as online courses

Big Duck — Best Nonprofit Marketing Consultant for Brand Promotion

What is your nonprofit’s brand voice? If you need help defining it, Big Duck’s consulting services might be right for your nonprofit. Big Duck helps nonprofits launch campaigns that represent their mission by first working to refine with brand voice.

Standout Nonprofit Marketing Consulting Services:

• Brand strategy development
• Campaign planning
• Internal process management

Donorly — Best Nonprofit Consultant for Fundraising

Fundraising encompasses a variety of skills and responsibilities. Donorly understands that and aims to help nonprofits improve their fundraising through a variety of methods, from capital campaigns to streamlining internal workflows.

Standout Nonprofit Marketing Consulting Services:

• Temporary staffing support
• Multi-step fundraising assessment and rehaul process
• Capital campaign support

Additional Resources

Your nonprofit’s marketing strategy is a critical component of your overall success, so turning to a professional consultant might be your best bet. Make sure you do your research and reach out to agencies that align with your mission and audience. That way, you’ll find a reliable coach who can help you transform your promotional efforts.

If you want to continue learning more about nonprofit marketing and how to optimize your strategy, check out these additional resources:

• Nonprofit Marketing: A Guide for Amplifying Your Mission. In this guide, you’ll learn about the basics of nonprofit marketing and how your organization can assess and improve its current strategies.
• A Complete Guide to Volunteer Recruitment: 12 Key Strategies. Need more specific marketing advice? Explore this guide to learn how to target your efforts toward potential volunteers.
• What Is a Google Ad Grant? The Ultimate Guide for Nonprofits. If you’re curious about the Google Ad Grant, read this guide to understand what the program is, how to apply, and how to make the most of your $10,000 in Google Ads.

In a perfect world, all the money a nonprofit raises would go toward its cause. However, nonprofits incur expenses like any organization, so some, like marketing costs, will inevitably go toward overhead. To maximize your budget and allocate as much money as you can toward your mission, take the time to develop the perfect fundraising techniques.

In this guide, we’ll cover tips, tricks, and ideas that can help you achieve your fundraising goals:

• How To Get Funding for Your Nonprofit: 6 Sources 
• 4 Quick Tips for Funding Your Nonprofit Organization

Are you looking for ways to raise money for your mission-driven organization? There are many viable options available for you to choose from. Read on to see what’s out there.

How to Get Funding for Your Nonprofit Organization: 6 Sources

When choosing your nonprofit’s funding sources, consider the size, mission, and other defining characteristics of your nonprofit. Create a ratio with your goals in mind—for example, you might obtain 50% from grants, 20% from a membership program, and the remaining 30% from an annual event. Remember to prioritize revenue diversification to avoid relying too heavily on one income source.

Below, we’ve organized these sources into six main categories:

1) Individual donations

According to the Giving USA Annual Report, the largest portion of charitable donations came from individual donors in 2022. Individuals contributed a total of $319.04 billion, making up 64% of total giving in America.

Here are four types of individual donations your nonprofit could pursue as part of your funding model:

1. Major donations: These consist of large, one-time donations from a wealthy individual.  Over the last five years, gifts of over $1,000 have grown to make up 85% of the average nonprofit’s revenue.  If you need help identifying prospective major donors, consider using prospect research wealth screening tools to assess your donors’ affinity and capacity to give.
2. Mid-sized donations: While smaller in size, nonprofits typically receive mid-sized donations more often. They can be made on a one-time or recurring basis (monthly, annually, etc). Because they are consistent and reliable, recurring gifts add financial stability to an organization’s funding model.
3. Fees for products/services: Organizations like hospitals and other public health clinics often charge for provided goods and services to offset costs. To account for lower-income individuals, consider incorporating a sliding scale for your fees based on annual income.
4. Alumni: If you serve a large community with a high turnover rate (think universities, hospitals, etc), then consider reaching out to your alumni network. They’ve benefited from your services in the past, and chances are, they would love to help you continue supporting your mission.

Remember to focus on obtaining a mixture of these different fundraising avenues to diversify your revenue, offer multiple ways for supporters to give to your cause, and improve your financial stability.

2) Corporate philanthropy

Corporate philanthropy refers to the ways that corporations give back to nonprofits and other mission-driven organizations.

Here are some of the most common ways corporations contribute to nonprofits:

• Matching gifts: Corporate matching gifts are a form of corporate philanthropy in which corporations match the donations of their employees (i.e., you get double the money of a typical donation amount). You’ll need to spread awareness of these opportunities to your supporters to receive the matched gift.
• Volunteer grants: If an employee at a corporation volunteers with a specific nonprofit often, their employer could offer a grant based on their volunteer hours. Of all Fortune 500 companies, 40% offer a program like this—spread awareness about these opportunities to take advantage of them.
• Pro bono services: In lieu of monetary donations, many corporate professionals will offer their services and expertise to mission-driven organizations free of charge. If you ever need a doctor, lawyer, or any other kind of specialist, be on the lookout for professionals who could potentially help you for free.

Remember that your nonprofit can also request and accept in-kind gifts from corporations. Similar to pro bono services, these gifts are items that an organization donates to your organization for free—think new computers or canned goods for your food pantry.

3) Events

Events are a great way to both spread the word about your nonprofit and raise money for your cause. They give you the opportunity to engage face-to-face with current supporters, as well as reach new audiences by way of an exciting activity.

Some fun event ideas could include:

• Hosting a concert.
• Throwing a gala.
• Running an online charity auction.
• Coordinating a 5K race.
• Setting up a day of volunteering events.
• Putting on a fun carnival or festival.

Remember to thoroughly market your event through social media, Google Ads, direct mail, and event flyers to ensure people are aware of it.

4) Online fundraising

It’s no secret we live in a digital world, and nonprofit fundraising is no exception. Taking advantage of online fundraising can help you extend your nonprofit’s reach beyond your local area, and it makes the giving experience much more convenient.

Consider one of these three online fundraising tactics:

• Crowdfunding: Crowdfunding refers to the collection of many small donations from a large public group of people. Platforms like GoFundMe are prime examples of crowdfunding efforts.
• Monthly giving program: Nonprofit websites easily facilitate the setup of recurring donations. Add a section to your site where people can easily register to give a certain amount per month, year, or another set time frame.
• Social media fundraising: With Instagram, Twitter, Facebook, and more, fundraising is as simple as drafting and uploading a post. Prioritize posting engaging video content as studies show that viewers will retain an average of 95% of a message conveyed in video form compared to only 10% in text form.

On the whole, online fundraising tactics are a great way to reach a lot of people without spending a lot of cash.

Want to stay up-to-date on the latest online fundraising and marketing strategies? Sign up for our newsletter!

5) Offline outreach

While online funding strategies are increasingly popular, don’t forget to use traditional outreach methods for a more personal touch.

Here are three offline fundraising ideas your nonprofit should consider:

• Direct mail: Send mail to current and potential donors to inform them about your nonprofit, thank current donors for their contributions, or even solicit donations. Make sure to link mail to your digital marketing efforts by including QR codes or URLs to your website or donation form.
• Out-of-home (OOH) advertising: This outreach method refers to any advertising experienced outside the home, like fundraising flyers, posters, billboards, and other signage. While renting space on a billboard can be costly, you could curb costs by asking local businesses to display your flyers.
• Phone calls: Nonprofits can call people directly to ask for donations. Whether in the form of cold calling or reaching out to people your organization has interacted with, this is a viable way to raise money for your cause.

Offline methods are a great way to build more personal relationships with your donors. And, they help you establish multiple touchpoints with donors so you have more opportunities to make an impression on them.

6) Grants

A grant consists of funds given to a nonprofit organization based on its industry, mission, size, and other eligibility considerations. 

Grants come in all shapes and sizes, but there are three main categories:

• Unrestricted funds: Organizations can use the money wherever it will make the biggest difference.
• Capital support: This grant is designated for a specific campaign, such as a construction project or another big program.
• Restricted funds: This is the most common type of grant and is limited to a particular purpose.

To find nonprofit grants, look for the following two grant sources: government grants and private grants.

Government grants come from federal, state, and local governments. The federal government spends over $500 billion annually on grants to state and local governments, making them the third largest portion of the U.S. government’s budget.

These grants are rewarded to a variety of industries, including:

• Health
• Education
• Transportation
• Natural resources and the environment
• Community development

Private foundation/business grants come from private entities such as companies, foundations, and even individuals. A prime private grant example is the Google Ad Grants program. The Google Ad Grant is an advertising grant that gives eligible nonprofits $10,000 a month in ad credits to boost their organization to the top of Google’s search results.

To receive the Google Ad Grant, your nonprofit must submit an application and remain active on its account. For help applying, reach out to Getting Attention.

4 Quick Tips for Funding Your Nonprofit Organization

We’ve covered a lot of ground when it comes to nonprofit marketing—but don’t walk away without some quick helpful hints. As a final piece of guidance, here are four tips for creating your organization’s funding model:

• Plan ahead. It’s much better to be proactive than reactive. You need to have reliable funding sources lined up well before you actually need them. Consider your nonprofit’s needs, do your research, and lay the groundwork before diving in.
• Assess where you’re at. Ask questions about your current funding model: What’s working, and what’s not? Is each funding source reflective of your mission and values? Use the answers to make decisions on which fundraising methods to use.
• Get creative. Avoid missing opportunities by thinking outside the box. Get together with your team and brainstorm unconventional ways your nonprofit funding model could stand out.
• Be analytical. Balance your creativity by keeping in mind which methods give you the best return on investment. Focus your time and energy on what will be most reliable, profitable, and feasible.

Last, don’t be afraid to get started. After all of your careful planning, you’ll have a good idea of the best course of action to take—and remember that you can always adjust as you go.

Additional Resources

You know how important securing funding for your nonprofit is. These funds fuel your organization’s efforts to move you closer to achieving your mission. To make the most of your available resources while spreading awareness of your organization, consider reaching out to our consultants at Getting Attention for more information about the Google Ad Grants program.

For more useful information on everything nonprofit funding, read more from our library of nonprofit marketing resources:

• 6 Steps to Hire an Excellent Nonprofit Marketing Consultant. While important to your nonprofit’s success, marketing isn’t always easy. Learn how to hire the best consultant for your needs.
• Nonprofit Marketing: A Guide for Amplifying Your Mission. Ready to learn more about nonprofit marketing? Check out this guide and start launching successful campaigns.
• Google Grants Eligibility: Is Your Nonprofit Eligible? If you’re intrigued by the world of Google Ads, check out this guide to see if your organization is eligible for $10,000 worth of free Google Ad credits.

A nonprofit budget is an important financial document that helps organizations allocate expenses and predict revenue. Your budget is crucial in helping your nonprofit plan for the future, stay fiscally responsible, and reach its campaign goals.

This comprehensive guide will walk through the value of a budget and explain how it relates to the actions outlined in your marketing plan. We’ll cover the following points:

• What Is a Nonprofit Budget?
• Why Is It Important to Create a Nonprofit Budget?
• What Makes a Good Nonprofit Budget?
• What Should Be Included in a Nonprofit Budget?
• How Much Do Nonprofits Spend on Marketing?
• 5 Best Nonprofit Tips

These tips will guide you through budgeting basics, and recommend new ways to stay on top of your finances, like supplementing your marketing budget with the Google Ad Grant. Let’s get started by defining what a nonprofit budget is and why it’s important.

What Is a Nonprofit Budget?

A nonprofit budget is a financial document used to plan how an organization will spend its money. It encompasses both your expenses and expected revenue for a set period of time.

A regularly updated and realistic budget helps you know exactly how much money is coming in and out of your organization, allowing you to manage your resources more effectively.

Why Is It Important to Create a Nonprofit Budget?

Your organization likely already has a sense of how much money it spends each year. However, rough estimates are unhelpful when it comes to balancing your finances, and documenting your nonprofit’s expenses concretely has numerous benefits.

A nonprofit budget allows you to:

• Allocate resources effectively. When you have a better understanding of your revenue and expenses, you can allocate resources more effectively. For example, if you no longer qualify for a grant you’ve received in the past, you can take a look at your expenses to determine what to cut to make up for the funding.
• Plan projects ahead of time. A budget enables you to plan ahead. With a clear picture of how much money is dedicated to each of your nonprofit’s program areas, you can plan specific initiatives for the year to come.
• Set better goals. The best goals are SMART goals, which stands for specific, measurable, achievable, relevant, and time-bound. When you align your goals with your budget, you ensure they’re achievable based on your current resources.
• Communicate more efficiently with stakeholders. Let’s say you want to introduce a new project to your board members. Showing your board that you have already budgeted for the costs of your new initiative increases the chance that they’ll support it.
• Predict future expenses. Monitoring your revenue and expenses throughout the year helps you better predict your financial situation for future years.
• Avoid mistakes. It’s difficult to make financial mistakes when you have a clear, regularly updated document with your organization’s revenue and expenses.

Creating and sticking to a nonprofit budget will put your organization in a healthier financial position. As a result, you can spend less time worrying about your nonprofit’s expenses and more time helping your beneficiaries.

What Makes a Good Nonprofit Budget?

Financial planning is vital to an organization’s success and sustainability. The Better Business Bureau recommends that nonprofits spend under 35% of their funding on fundraising efforts and spend at least 65% on programs.

To meet these guidelines, your team must devise a budget that outlines projected expenses and revenue. A budget for a nonprofit organization should be:

• Accurate: Information should be based on logic and strategy. Have your accounting team double-check each line item to ensure your records are accurate and reliable.
• Transparent: Nonprofits must disclose certain financial information to the public per request. Earn the trust of supporters and prospective donors by building a budget that communicates your financial history, goals, and programs.

Accuracy and transparency are crucial for your nonprofit’s image. After you calculate your financial statements, pull insights and share them with your staff, volunteers, and board. This will increase engagement within your organization and allow your team to better understand your nonprofit’s financial health.

What Should Be Included in a Nonprofit Budget?

From daily operational costs to monthly donations, there is a wide range of elements that should be included in your nonprofit’s budget. We’ll focus on the primary revenue and expense items.

Income Sources

Nonprofits rely on a combination of income sources from individuals, foundations, corporations, and government agencies. Track your diverse revenue streams by accounting for the following types of income:

• Grants: Nonprofits can apply for grants from corporations like Google, private foundations, and the government. Most grants are restricted funds and must be spent on specific projects outlined by the grantor. In your budget, specify which types of programming each grant will cover.
• General Donations: Monetary donations from major donors and a wider donor base are the lifeblood of nonprofits. In your budget, look at past years to estimate how much you can expect to raise from general donations.
• Monthly Giving: Recurring gifts are a reliable source of income. Account for monthly, bi-monthly, and yearly donations.
• In-Kind Donations: These include non-monetary donations, such as volunteered services or supplies.
• Corporate Giving:  Corporate gifts can take many forms, such as sponsorships, in-kind donations, and matching gifts. Consider working with a matching gift professional to further boost your donations.

Projected Expenses

Projections are the best way to assess how much you are likely to spend on each campaign or project. Include the following costs in your budget:

• Administrative: This includes expenses for operations and management, including staff salaries, office space, utilities, insurance, and technology. 
• Programming: These are the costs needed to carry out your mission-related activities. For example, if a nonprofit is dedicated to feeding the homeless, program expenses would include food and food preparation costs.
• Fundraising: Activities related to soliciting financial support, which can include marketing activities like online ads, print ads, and event

Now that you have the basic line items for your nonprofit’s budget, let’s focus on budgeting for communications and marketing in particular.

How Much Do Nonprofits Spend on Marketing?

Budgeting for marketing costs is vital. Your marketing budget ensures you have the funds needed to reach your goals and determine whether your plans are realistic.

In the for-profit world, it’s fairly standard to determine a marketing budget by allocating 10-20% of projected gross revenue to marketing and communications. For organizations in the nonprofit sector, try to allocate between 5-15% of your budget to marketing.

Of course, exact totals will vary from organization to organization. According to the 2023 M+R Benchmarks Study, nonprofits spent an average of $0.11 on digital advertising for every dollar of online revenue in 2022. Nonprofit investment in digital advertising increased by 28%, with 56% devoted to digital fundraising, 26% to brand awareness, and 15% to lead generation.

What’s most important is that you establish a detailed marketing and communications budget prior to the start of each fiscal year. Track costs and revenue to analyze your return on investment (ROI) for each fundraiser and campaign. For your annual marketing and communications plan, allocate a specific dollar amount to each strategy (direct mail, email, paid advertising, media relations, etc.), each of which should be broken down further by additional costs that may apply, such as printing, postage, and consulting fees.

The following nonprofit marketing budget template can help your organization stay on track. Simply add each marketing activity, the associated strategy, and how much the activity will cost.

5 Best Nonprofit Budget Tips

A strong nonprofit budget serves as a framework for making decisions and meeting your goals.

Take control of your nonprofit’s finances and start building your budgeting skills with these best practices.

1. Determine a budgeting approach.

No one-size-fits-all budget exists. Adjust your budget approach to communicate financial information in a way that works for your organization. Consider the following strategies when building your nonprofit budget:

• Income-Based Approach: As the name suggests, an income-based approach prioritizes income. Determine how much income you can realistically count on and include only reliable revenue in your budget. Don’t include income projections to fill gaps. If your organization doesn’t meet these income targets, it will create a budget deficit.
• Incremental Approach: The incremental approach builds upon your budget from the previous fiscal year. While this is a quick and easy method to prepare a budget, it’s more difficult to find funding for new campaigns or projects since unspent funds may have been reallocated to another campaign.
• Zero-Based Approach: The current fiscal year’s budget is prepared from scratch without considering income or expenses from the previous year. Although this method is accurate and efficient, it’s time-consuming. Your organization will have to test several assumptions about where money will come from and how it will be spent.
• Percentage Approach: Break down your marketing, communications, and fundraising expenses by percentages of the total budget. This approach is favored by those who believe that marketing and communications expenditures should directly reflect a nonprofit’s evolution and the size of its budget. If done correctly, communications spending  will grow as your organization does.
• Flat Dollar Approach: Some experts in the field consider a flat dollar approach to be more relevant and safer than the percentage approach since your total budget has to cover costs like utilities, rent, taxes, and health insurance. Give special campaigns, marketing, communications, and fundraising efforts a set dollar amount based on past expenditures. This method simplifies projections and gives you a clear baseline budget.

Each approach has its own benefits and limitations. That’s why most nonprofits implement a combination of these strategies.

Now that you have solidified a budget approach, share it with your leadership and staff.

2. Develop a budget with your entire team.

Team-based financial planning is the most effective way to ensure your budget aligns with your organization’s goals. Involve staff and board members in the budgeting process to create a comprehensive strategy that relies on a variety of perspectives.

Consider these steps to running a budget meeting:

1. Determine a timeline. From preliminary drafts to approvals, the entire budgeting process can take weeks to months. Set deadlines and milestones to track progress against measurable benchmarks.
2. Agree on goals. Calculate how much revenue is needed to cover your campaign and marketing goals, and make a plan of attack with your team.
3. Review past data. Examine financial statements from previous years to identify areas of growth and improvement. Then, problem solve! If you notice a slump in revenue, work with your team to revise past financial strategies.
4. Draft the budget. Find a budget template that works for your team’s organizational skills. Then, build out anticipated costs and expenses according to your finances.
5. Present findings to your board. Before the start of the fiscal year, hand your budget over to your board for review. They will assess the effectiveness of how resources are allocated, evaluate administrative systems, and measure progress toward goals.
6. Debrief. Budget planning takes time and energy. After you complete your budget, meet with your team to discuss what went well and what needs to improve before the next fiscal year.

Once you develop your budget, you will have a clear plan for moving forward, shaped by concrete data and strategies.

3. Include non-monetary contributions.

In-kind donations are donated goods, services, and time. If your organization is fortunate enough to attract in-kind donations, record these contributions to abide by legal standards and create plans to thank specific donors.

Consider the following examples of in-kind donations you may record in your budget:

• Tangible goods: Equipment, office furniture, clothing, food, supplies, etc.
• Intangible goods: Advertisements, patents, copyrights, etc.
• Services: Accounting, printing, catering, consulting, photography, security, etc.

In-kind donations should be recorded at fair market value. The Financial Accounting Standards Board (FASB) defines fair market value as “the price that would be received to sell an asset or paid to transfer a liability in an orderly transaction between market participants at the measurement date.”

To determine the value of your in-kind donation:

• Calculate what your organization would have paid for donated goods on the open market.
• Track the hours of professional services donated to your organization.
• Contact your donors and ask them to price their own in-kind services.

Volunteer hours do not need to be reported in a budget. However, your organization can still acknowledge the impact of volunteers in your audit or in a short narrative included in your budget.

4. Conduct regular checks of your budget.

Set regular team meetings to monitor your budget’s progress. Whether you hold these meetings monthly, quarterly, or annually, ensure that your entire team is involved. This will improve communications and management between departments.

Consider the following topics in your meeting:

• Assess the “why” behind budgetary issues.
• Determine which campaigns need more financial attention.
• Review past finances to determine if your budget is on track.
• Compare your budgeted revenue and expenses to actual amounts.
• Inspect balance sheets for discrepancies.
• Account for any unusual circumstances that may arise.

Monitoring your budget throughout the year is the key to financial success, along with setting aside enough funds for marketing.

5. Apply for a Google Ad Grant.

The average small business using Google Ads spends between $5,000 and $12,000 per month on Google paid search campaigns. That’s $60,000 to $150,000 of marketing expenses per year spent solely on ad clicks. Thankfully, Google created a grant to help nonprofits budget for marketing.

Google Ad Grants provide eligible nonprofits a $10,000 monthly stipend to spend on paid search ads, helping supplement their marketing budgets. While regular Google Ad accounts have to pay per ad click, Google Grant participants can display their advertisements for free. These ads enable your nonprofit to appear on Google when someone searches for topics related to your mission.

The ideal Google Ad Grant candidate has a website that effectively serves its audience and promotes its mission, helping drive more traffic to your website. With the Google Ad Grant program for nonprofits, organizations can:

• Increase online conversions. Create ads that encourage people to click through to your website and take action.
• Reach out to new donors. The Google Ad Grants program requires nonprofits to create ad campaigns based on their goals, such as acquiring new donors.
• Recruit volunteers. Another common campaign goal is to recruit more volunteers. Create ads based on your programs that potential volunteers in your area may be interested in joining.
• Market multiple ad campaigns. With the Google Ad Grant, you can create multiple ad campaigns that target different aspects of your marketing strategy.
• Analyze and track performance. The Google Ad Grant integrates with Google Analytics, which lets you track your campaigns and goal progress. That way, you can adjust your campaigns as you go to make sure your ads are effectively increasing conversions.

We recommend setting a daily budget of $329 to run as many campaigns as possible and take full advantage of your grant.

As long as your organization complies with the eligibility requirements, the grant renews monthly. That means your nonprofit will be allocated funding for Google Ads indefinitely.

Our Final Tip: Work With a Team of Google Ad Grant Experts.

It’s no secret that budgeting guels your nonprofit’s ability to make an impact. When you work with a Google Ad Grant professional like Getting Attention to manage your Google Ad Grant, you’ll be able to develop a strong digital marketing strategy that works for your budget. Our team of experts offers free consultations and resources to help your organization create a successful marketing plan.

Our services include Google Grant application, Google Grant hygiene, Google Grant reactivation, keyword research, and Google Grant management. Maintaining your data and keeping it clean can be a pain point for many nonprofits. We’re here to champion your nonprofit digital campaigns.

To continue learning more about nonprofit budgets and how to optimize your strategy, check out these additional resources:

• How to Create Your New Nonprofit’s First Budget. Your nonprofit’s first budget is a critical tool for both planning and managing cash flow. Learn how to set your budget up right with this guide.
• The Small Nonprofit’s Guide to Budgeting. Too many small nonprofits operate without a budget. Learn how to fund your mission with this quick guide.
• Understanding Your Finances: A Quick Guide for Nonprofits. Understanding your nonprofit’s finances will help you make smarter decisions both now and in the future. Learn how to get started with this article.
• Where can I find examples of nonprofit budgets? Review these examples of nonprofit budgets to find the one that’s right for you.