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Nonprofit Email Marketing: How to Create Clickable Messages

October 16, 2024/in Nonprofit Communications, Nonprofit Marketing /by Jessica King

Email may not be the newest digital marketing tool, but when done right, it’s one of the most impactful for nonprofits. Effective nonprofit email marketing gives you a direct line to your supporters, allowing you to share project updates, promote events, and drive donations.

From crafting the perfect subject line to sending the right types of emails, this guide will provide the insights you need to elevate your email strategy and transform your nonprofit’s emails into a game-changing communication channel:

The Power of Effective Nonprofit Email Marketing
Nonprofit Email Marketing Best Practices
Types of Nonprofit Emails To Send
Key Nonprofit Email Marketing Metrics To Track
How Google Ads Can Fuel Your Email Marketing Efforts

Let’s turn your emails into a powerhouse strategy for supporter engagement and fundraising success.

The Power of Effective Nonprofit Email Marketing

When your team invests time into crafting strong nonprofit emails, you’ll experience these benefits:

Save on marketing costs: Email marketing is an affordable way to reach a large audience. In fact, email marketing generates about 28% of all online nonprofit revenue, demonstrating its power to drive donations.
Build relationships: Regular email communication nurtures and strengthens connections with supporters. Targeted personalized messages create a sense of community.
Educate supporters: Emails inform your audience about your mission, updates, and impact. Sharing compelling stories and data will deepen their understanding of your mission.
Promote events: Email campaigns boost attendance at upcoming events. Whether it’s a virtual webinar or an in-person fundraiser, emails spread the word.
Inspire donations: Well-planned drip campaigns guide supporters through the giving journey, inspiring donations over time. Marketing research indicates that, on average, nonprofits raise $90 for every 1,000 fundraising emails sent, highlighting the potential impact of consistent communication. What’s more the average nonprofit raises $5,598.51 per email campaign.
Easily track results: Email marketing platforms provide metrics like open rates, click-through rates, and conversions, allowing for easy tracking and optimization.

By leveraging cost-efficient and trackable email campaigns, your nonprofit can develop an educated community of supporters, earn revenue, and ultimately maximize its impact.

Nonprofit Email Marketing Best Practices

To experience all those great benefits, you need to be strategic with your nonprofit emails. From sending inspiring content to making your emails accessible across all devices, boost your ROI by focusing on these nonprofit email marketing best practices:

Make It Easy To Sign Up for Your Newsletter.

Regular communication keeps donors, volunteers, and all other supporters engaged with your work. An email newsletter is one of the easiest ways to maintain contact, and you need a streamlined signup process to capture interest. Here are some ways to improve your sign-up process and grow your subscriber list:

Use timed or exit-intent pop-ups to encourage visitors to sign up for your newsletter before they leave your nonprofit’s website. For reference, only 28% of nonprofit websites use email subscribe pop-ups, so don’t be one of the nonprofits that overlooks this strategy.
Add calls-to-action (CTAs) urging people to sign up within your blog posts, About Us page, homepage, footer, and social media posts.
Create a streamlined subscription process by only asking for a name and email address. Each additional information field deters potential subscribers.
Repurpose select newsletter content on social media and encourage people to subscribe for future updates and insights.
Make it easy for people to share your newsletters and recommend it to their personal networks, because 92% of people trust recommendations from people they know. You might create specific sections in your newsletter designed for sharing like a quotes or statistics.
Use advertisements to target likely supporters based on demographics and interests, so you can promote your nonprofit’s newsletter to promising audiences.

Red Cross leverages some of these best practices by featuring a call-to-action on its homepage that leads to a streamlined sign-up form:

The average nonprofit email list contains around 4,191 contacts, but don’t be deterred if you have fewer! While small nonprofits have about 547 subscribers, large organizations average 6,602. Make it as easy as possible for people to sign up, and you’ll grow your subscriber list in no time.

Send Nonprofit Emails Regularly.

To retain supporters, you need to send emails frequently enough to keep supporters engaged and informed without overloading their inboxes. Not only can over-emailing land you in people’s spam boxes, but it will likely encourage people to unsubscribe altogether.

According to the latest Nonprofit Tech For Good Report, here’s how often nonprofits send newsletters:

41% monthly
27% quarterly
17% twice monthly
10% weekly
3% twice weekly
2% daily

If you go longer than a month between newsletters, you might be missing out on engagement opportunities. Conversely, if you email more frequently than every week, you might fatigue your subscribers, leading to lower open rates. Align your email frequency with industry norms to encourage people to read your emails.

Above all, make sure each email includes valuable, new content. Remember, you’re not limited to your newsletter. Send other content, like donation appeals and upcoming event announcements, to stay in touch between your newsletters.

Know How To Avoid Spam Folders.

As of December 2023, spam messages accounted for over 46 percent of email traffic. If your nonprofit emails are delivered to spam folders, your supporters will likely never see them.

Avoid your messages getting marked as spam by following all relevant online privacy and marketing laws. For example, the U.S. CAN-SPAM Act requires marketers to include an opt-out mechanism and avoid deceptive subject lines. Canadian Anti-Spam Legislation (CASL) mandates explicit consent before sending emails, prohibits misleading content, and requires clear identification of the sender. Meanwhile, the General Data Protection Regulation (GDPR) is an EU regulation that requires marketers to obtain consent for email marketing, provide clear privacy policies, and offer the right to withdraw consent.

From here, use these nonprofit email marketing best practices:

Use a recognizable sender name and email address to build trust.
Only send emails to people who have opted in.
Craft clear, non-spammy subject lines by avoiding all caps, excessive punctuation, and words commonly associated with spam like “urgent.”
Provide a clear unsubscribe option.

These strategies will improve your nonprofit email deliverability and make your emails appear more trustworthy.

Personalize Your Nonprofit Emails.

Knowing who you’re writing emails for is essential for creating relevant, engaging email content that resonates with subscribers’ interests and needs. Start by looking at your subscribers’ demographics, giving history, interests, and preferences.

Our guide to nonprofit target audiences explains how to define your audience step-by-step, so you can craft content that speaks to different segments. In turn, you’ll refine your tone, timing, and calls to action to make your email marketing efforts more effective.

Your email marketing tools may offer additional personalization and segmentation features, so you can easily:

Refer to each recipient by name
Reference past gift amounts
Send relevant appeals based on engagement history, such as upcoming event invitations to past attendees

Personalized emails see average open rates that are 82% higher than generic emails, making this strategy essential for building strong connections with your audience.

Improve Your Subject Lines.

Subject lines determine whether people open your nonprofit emails. As supporters scroll through their inboxes, your emails can catch their eyes if you use these best practices:

Aim for 40-50 characters to ensure the subject line is fully visible on most devices.
Personalize your subject lines by using recipients’ names or referencing past support. Emails with personalized subject lines are 26% more likely to be opened.
Use action-oriented language, like “Join,” “Support,” or “Discover.”
Highlight urgency or exclusivity by using phrases like “Last chance to give” or “Exclusive update for donors.”
Add relevant emojis to make the subject line stand out, but use them sparingly to maintain professionalism.

Preheader text can influence open rates too. This is a short summary that appears below your subject line in a recipient’s inbox. Emails with preheader text have an average open rate of 44.67%, compared to 39.28% for emails without preheader text. Consider providing a teaser or a compelling preview of the email’s content to boost your open rate.

Optimize Your Nonprofit Emails For Mobile Devices.

Did you know that 3 in 5 people check their email on the go? And considering that 42.3% of users delete emails that aren’t optimized for mobile devices, your nonprofit emails need to be readable on smartphones.

Use emails with responsive design, meaning they adjust automatically to different screen sizes. Also, keep content concise since mobile users prefer scannable content with CTAs that are easy to find and click. Finally, compress images to load quickly and add alt text, so recipients can understand your messages even if images don’t load.

Focus on Each Email’s Design.

Your nonprofit emails’ design enhances readability and grabs attention. A strong design makes it easy for supporters to understand your content and take action, whether you want them to donate, sign up for an event, volunteer, or share the message. Plus, a visually appealing design reinforces your nonprofit’s brand and creates a professional, trustworthy impression.

Include these design elements in each email you send:

Clear CTAs that are visually distinct and easy to click on mobile devices
Compelling images that convey your mission, tell a story, or highlight the impact of donations
Bulleted lists to break up text and make emails scannable
Whitespace to avoid clutter and keep your design clean
Consistent fonts, colors, and logos that align with your nonprofit’s visual identity
Readable font sizes and types
Links to your social media channels, so people can follow your nonprofit on Facebook, Instagram, TikTok, and other platforms

Save time by creating templates with these elements. That way, you don’t have to start from scratch every time you write an email.

Automate Some Nonprofit Emails.

Email automation saves your team time and ensures timely, consistent communication with supporters. This can help nurture relationships by sending relevant content based on supporters’ behavior, improving their engagement.

Here are examples of emails that nonprofits can automate:

Welcome emails should send automatically when someone subscribes to your newsletter or joins your community by taking another action, such as donating.
Donation confirmation and thank-you emails provide immediate acknowledgment when a donor makes a contribution, showing appreciation and providing a donation receipt.
Recurring donation reminders to alert supporters of upcoming or missed recurring donations.
Event registration confirmations include details and next steps after signing up for an event.
Lapsed donor re-engagement emails to reconnect with donors who haven’t given in a while.
Volunteer follow-up emails after an event or activity to thank volunteers and share results.
Impact updates that share how donors’ contributions make a difference, triggered by milestones or project completions.
Birthday and anniversary emails to recognize birthdays, donation anniversaries, or other significant supporter milestones.
Survey and feedback emails that gather feedback after an event or donation.
Year-end giving appeals that encourage supporters to make their year-end donations.

Your email marketing software should make automation easy. Determine which actions (e.g., signing up for your newsletter, making a donation) will trigger the automated emails. You can then design emails for different automated messages and use segmentation to ensure emails are sent to the right groups.

Monitor Your Nonprofit’s Email Marketing Performance.

Monitoring email marketing performance helps your nonprofit fine-tune its campaigns. Pay attention to the best times to send emails by testing different days and hours to see when supporters are most likely to engage.

You should also A/B test subject lines, CTA buttons, and design elements. This allows you to optimize individual components, ensuring the highest possible open and click-through rates.

We’ll explore the exact email marketing metrics you should track in a later section.

Types of Nonprofit Emails To Send

Diverse email content maintains supporters’ interest and meets different audience segments’ needs. By mixing donation appeals, impact updates, and more, you can show your nonprofit cares about more than just fundraising. Here are several types of emails you might send:

Onboarding Emails

Welcome messages have an average 202% higher open rate than traditional email campaigns. Make sure people receive a warm welcome when they first donate, sign up to volunteer, register for an event, or subscribe to your newsletter.

Your welcome email serves as an introduction to your nonprofit’s mission, provides information on how supporters can get involved, and sets the stage for future communications, ensuring they feel valued and informed right from the start. Prompt onboarding emails create a strong first impression and build early engagement with new supporters.

Newsletters

As mentioned, newsletters enable consistent communication. In them, share mission updates and impact stories to reinforce the impact of supporters’ contributions. We also recommend showcasing program milestones or behind-the-scenes updates to foster transparency.

Additionally, highlight upcoming involvement opportunities like fundraising events, volunteer opportunities, and advocacy efforts to encourage meaningful action. A well-rounded newsletter keeps supporters informed, involved, and inspired.

Donation Appeals

Requesting donations is essential for sustaining your nonprofit’s work. These emails should clearly communicate the urgency and impact of giving.

Whether you’re fundraising for your annual fund or a specific campaign, use compelling language to illustrate impact, mention past contributions, and include a clear call to action that links to your donation form.

Appreciation Emails

Around 55% of U.S. donors prefer to be thanked for their charitable gifts by email. That makes appreciation emails a smart addition to your nonprofit email marketing strategy.

Thank-you emails are a heartfelt way to thank supporters for their donations, volunteer efforts, and other contributions. These emails should express genuine gratitude and highlight how their support has positively impacted your cause. Including a brief story or statistic about the difference the supporter helped create reinforces the value of their involvement and strengthens donor loyalty.

Success Stories

Showcase the tangible outcomes of your nonprofit’s work and give supporters a clear picture of how their contributions make a difference through powerful storytelling. Use real stories, images, and quotes from beneficiaries to create an emotional connection. You may even include a video to bring your story to life further.

These emails serve as both a thank-you and a motivator to continue giving by showing supporters the direct results of their generosity.

Event Invitations

Spread the word about your nonprofit’s upcoming events. Send personalized invitations that encourage recipients to attend or volunteer. Be sure to clearly communicate the date, time, and location. Then, share registration links or ways to participate virtually, so everyone can get involved.

Other Calls to Action

Empower supporters to engage with your cause in new ways by promoting involvement opportunities other than donating. You might encourage volunteerism, advocacy, or event attendance.

These nonprofit emails can be segmented based on the recipient’s past behavior, ensuring the right appeals reach the right people. For example, lapsed donors could be sent re-engagement emails with impact stories to remind them of how their past contributions made a difference. Meanwhile, volunteers who participated in specific events might get follow-up emails inviting them to similar future events.

Key Nonprofit Email Marketing Metrics To Track

Within your email marketing software, you’ll find metrics like open rates and click-through rates. This data indicates what types of emails resonate with your audience and how well your messaging drives engagement.

To refine your outreach and better target supporters, monitor these data points:

Bounce rate refers to how many of your emails successfully reach subscribers’ inboxes, similar to nonprofit email deliverability. If you have a high bounce rate, that means your messages aren’t being delivered. To increase your deliverability, reach out to supporters via methods other than email or conduct email appends.
Open rate is the percentage of recipients who open your email. This tells you whether your subject lines and timing are effective.
Click-through rate is the percentage of recipients who click on a link within your email, indicating the effectiveness of your calls-to-action.
Conversions tell you the number of recipients who take a desired action, like donating or signing up for an event.
Unsubscribe rate is the percentage of recipients who opt out of future emails. If your unsubscribe rate is high, you might be emailing too frequently, or your content might be misaligned with supporters’ interests.

Tracking email metrics gives you valuable insights into your audience’s behavior, so you can fine-tune your outreach. Look at these messages for each email, so you can determine what’s working well and what can be improved.

You can also compare your metrics to industry benchmarks. We recommend looking at key performance indicators (KPIs) for your specific email platform. For instance, Mailchimp has a 40.04% average email open rate for nonprofits, while GetResponse has a 54.54% average email open rate for nonprofits.

If your metrics underperform compared to your platform’s benchmarks, make adjustments and A/B test specific elements until you see improvement.

How Google Ads Can Fuel Your Email Marketing Efforts

Use your nonprofit’s other marketing channels to build your subscriber list. As the world’s most popular search engine, Google is one of the best channels to promote your cause. According to our Google Ad Impact Report, Google claims over 90% of the search market and processes an incredible 3.5 billion search queries every day.

Considering that 98% of searchers click a result on page 1 of Google, you want your nonprofit’s website to rank as high as possible for mission-related keywords. That makes Google Ads a promising platform to get your site in front of people who are actively searching for causes like yours.

Not to mention, eligible nonprofits can claim free advertising credits via the Google Ad Grants program. With the grant, you can promote your website’s content to users for free. The goal of the program is to drive meaningful actions like donations and email subscriptions. Here’s a rundown of the Google Ad Grant’s benefits.

Here’s how to use Google Ads to grow your nonprofit’s email subscriber list:

Optimize landing pages. Direct your Google Ads to email sign-up pages with a simple, user-friendly process.
Use compelling calls to action. Highlight the benefits of subscribing, such as exclusive updates, special offers, and valuable content.
Offer exclusive content. Promote sign-up incentives like eBooks, reports, and other exclusive content.
Target specific audiences. Use Google Ads’ targeting features to reach users who are likely to be interested in your content and email list.
Use remarketing ads. Use Google’s remarketing feature to target users who have visited your website but haven’t subscribed yet to encourage sign-ups.

Google Ads can be a great way to build your contact list if you’re strategic about it! Even if you don’t want email subscriptions to be your primary conversion action, you can use features like sitelinks to add your email sign-up form to your ads.

If you need help creating compelling ads, reach out to our Google Ad Grants team. We work with nonprofits to help them apply for the grant and craft ads that drive results.

Next Steps To Improve Your Nonprofit Emails

Nonprofit email marketing is powerful for building lasting relationships, increasing engagement, and driving donations. If you already send emails, start by taking a look at your current performance. Are your open rates low? Are your emails driving conversions?

Then, implement the nonprofit email marketing best practices we covered, like segmenting your audience and delivering diverse content. In no time, this channel will become an indispensable part of your nonprofit’s marketing plan.

Need help refining other parts of your communications? Check out these resources:

Nonprofit Content Marketing: Create Content Supporters Love. Email is just one type of content marketing. Learn how to showcase your organization’s expertise with blog posts, videos, and more.
Creating Meaningful Messages: Copywriting for Nonprofits. The success of your nonprofit emails hinges on effective copywriting. Discover how to write compelling messages that inspire people to take action.
Google Grants Eligibility: How to Check Yours & Get Started. Google Ads are an effective channel for growing and connecting with your audience. Find out if your nonprofit is eligible for free Google Ads credits in this guide.

The Smart Nonprofit’s Guide to Volunteer Time Off (VTO)

Let’s say you’re having a hard time recruiting and retaining dedicated volunteers for your organization. As a result, you conduct a survey of your supporter base, asking what roadblocks keep them from getting involved. You might expect to hear answers like lack of free time, existing work commitments, or inability to take time from their busy days.

And that makes sense! According to Double the Donation’s volunteer time off statistics, 49% of individuals cite work as the primary obstacle to volunteering. Conversely, only 30% cite one of their reasons for volunteering as having had the time to do so.

In other words, it all comes down to time. Lucky for you, that’s where programs like Volunteer Time Off come in!

In this guide, we’ll cover everything you should know about these initiatives. This includes:

Understanding Volunteer Time Off Programs
Top Companies Offering Volunteer Time Off
Marketing Volunteer Time Off to Your Supporters

Ready to learn more about making the most of volunteer time off programs for your cause? Let’s begin with the basics.

Understanding Volunteer Time Off Programs

The better acquainted you are with volunteer time off opportunities, the better you’ll be able to target the programs for your organization. Here’s what you need to know to get started!

What is Volunteer Time Off (VTO)?

Volunteer Time Off (also known as VTO) is a type of corporate benefit that grants employees paid time away from their regular job responsibilities to volunteer for nonprofit organizations or community causes. Unlike traditional paid time off used for vacation or personal days, VTO is offered above and beyond these hours, specifically designated for volunteering activities.

By offering VTO, companies empower their staff to give back without sacrificing their personal or vacation time, making it easier for employees to participate in meaningful service opportunities. This type of program reflects a company’s commitment to corporate social responsibility while actively encouraging employees to engage in their communities and support causes they care about.

Volunteer Time Off Guidelines to Know

When promoting or participating in a Volunteer Time Off (VTO) program, it’s essential to be familiar with the specific guidelines that come with the program. It’s also important to recognize that these guidelines can vary widely from one company to the next.

Still, here are a few common guidelines to keep in mind:

Employee Eligibility: Some companies implement eligibility criteria regarding team members qualifying for the programs. For example, there may be a minimum tenure or full-time employment status required before employees can take advantage of VTO.

Allotted or Accrued Time: Employers typically set a specific number of VTO hours, often ranging from 8 to 40 hours (with an average of 20 per year), for their employees to use. This time may be allotted all at once (e.g., 40 hours per year) or accrued over a set time period (10 hours per quarter).

Approved Organizations: While VTO is generally limited to volunteering with registered nonprofits or schools, it’s a good idea to check if a company has any additional requirements. For example, some employers may have a list of pre-approved charities or causes that align with their corporate values.

Approved Activities: Beyond the organization itself, it’s also important to ensure that the activities completed as part of a VTO program are included in program guidelines. For example, an employee participating in their child’s PTA meeting may not qualify for VTO hours, while assisting with a school-sanctioned fundraiser would.

An Overview of the VTO Process

The Volunteer Time Off process typically involves a few key steps to ensure that the volunteer activities in question adhere to the appropriate program guidelines. Here’s an overview of how the procedure generally works:

Volunteer time off process overview

1. Identify Volunteer Opportunities: Employees begin by selecting a nonprofit organization or cause they’re passionate about. Some companies may offer a list of approved organizations, while others allow employees to choose their own.

2. Submit a VTO Request: Employees then submit a formal request for VTO through their company’s designated platform or directly to their supervisor. This step usually involves specifying the volunteer activity, the organization, and the date or time period requested.

3. Managerial Approval: The employee’s supervisor or HR department reviews the request to ensure it aligns with the company’s VTO guidelines and doesn’t conflict with business needs. Once approved, the employee can move forward with their volunteering plans.

4. Volunteer Participation: The employee uses the approved time off to volunteer, contributing to the selected nonprofit organization or community project.

5. Report and Track Hours: After completing the volunteer activity, employees may be asked to log their hours and provide a brief report or proof of participation. This helps the company track VTO usage and measure the overall impact of their program.

Key Benefits of Volunteer Time Off Programs

Volunteer Time Off programs offer significant benefits to nonprofits, employees, and companies alike. Here’s a look at how each group can benefit:

Nonprofits:

Increased Volunteer Support: VTO programs encourage a steady flow of committed volunteers, providing nonprofits with reliable and consistent assistance.
Access to Skilled Volunteers: Nonprofits benefit from the expertise and skills employees bring when they volunteer, helping them achieve their mission more effectively.
Corporate Partnerships: Nonprofits often form lasting partnerships with companies offering VTO, which can lead to additional support through donations, sponsorships, or grants.

Employees:

Increased Job Satisfaction: Employees feel valued and supported when their employer encourages them to give back, leading to greater job satisfaction.
Simplified Nonprofit Support: VTO allows employees to contribute to causes they care about without using personal time or vacation days. The easier it is to support their favorite nonprofits, the more likely they are to do so.
Skill Development: Volunteering provides opportunities for employees to develop new skills and strengthen existing ones, such as leadership, teamwork, and problem-solving.

Companies:

Enhanced Employee Engagement: VTO programs promote a positive company culture, boost morale, and increase employee loyalty, reducing turnover rates.
Improved Brand Reputation: Companies that offer VTO demonstrate a commitment to social responsibility, enhancing their image among customers, stakeholders, and potential employees.
Stronger Community Connections: By supporting employees in volunteering, companies build stronger relationships with local communities and charitable organizations.

These benefits make VTO programs a win-win for everyone involved, fostering a culture of giving and strengthening communities.

Top Companies Offering Volunteer Time Off

According to Double the Donation, more than 65% of companies provide some sort of paid-release time program. Becoming familiar with the businesses offering these programs will allow your team to better identify and target opportunities in your network. In order to aid you in doing so, we’ve compiled a list of exemplary VTO opportunities below:

Patagonia

Volunteer time off per year: 18 hours

Patagonia encourages its employees to engage in community service by providing 18 hours of paid volunteer time off per year. Not to mention, it also offers two-month internship opportunities in which employees can work with their preferred environmental charities while receiving their full pay and benefits!

This program reflects the company’s commitment to environmental and social responsibility, empowering employees to participate in causes they care about.

Hasbro

Volunteer time off per year: 48 hours (4 per month)

Hasbro offers an extensive VTO program that grants employees 48 hours of paid time off for volunteering, which breaks down to 4 hours per month. This initiative supports the company’s mission to inspire creativity and play while encouraging employees to give back to their communities.

Deloitte

Volunteer time off per year: 8 hours

Deloitte provides 8 hours of paid volunteer time off per year to its employees. This initiative allows team members to engage in meaningful volunteer activities, fostering a culture of service and community involvement within the organization.

Bank of America

Volunteer time off per year: 104 hours (2 per week)

Bank of America has one of the most generous VTO programs, offering 104 hours of paid time off for volunteering, equivalent to 2 hours per week. This robust program underscores the company’s commitment to community service and employee engagement.

Warner Media

Volunteer time off per year: 40 hours

Warner Media allows employees to take 40 hours of paid time off for volunteering each year. This program encourages staff to participate in charitable activities and supports the company’s commitment to social responsibility.

Cisco

Volunteer time off per year: 80 hours

Cisco offers 80 hours of paid volunteer time off per year, empowering employees to dedicate substantial time to community service. The program highlights Cisco’s commitment to social impact and encourages team members to engage with local organizations and initiatives.

GM Financial

Volunteer time off per year: 32 hours (8 per quarter)

GM Financial provides 32 hours of paid volunteer time off annually, which breaks down to 8 hours per quarter. This initiative encourages employees to volunteer regularly throughout the year, promoting ongoing community engagement.

Johnson & Johnson

Volunteer time off per year: 40 hours

Johnson & Johnson offers 40 hours of paid volunteer time off each year, allowing employees to contribute to various charitable activities. This program reflects the company’s long-standing commitment to health and community well-being.

Plus, in the event of a natural disaster, Johnson & Johnson increases its maximum threshold to 80 hours, enabling employees to get involved in times of crisis.

Marketing Volunteer Time Off to Your Supporters

Volunteer time off programs can go a long way in strengthening volunteerism at your organization. However, a significant portion of your audience is likely unfamiliar with the opportunity⁠—including those who qualify for the programs through their employers.

That said, driving awareness by marketing VTO initiatives to your audience is a must. And we’ve outlined a few recommendations for doing so below:

Marketing VTO on your nonprofit website

Your nonprofit or school’s website is one of your most essential marketing assets. Luckily, it can be used to promote VTO programs with ease⁠—in a few different ways. These include:

Creating a dedicated “Volunteer Time Off” page or informational blog post
Adding a section about VTO to your existing “Volunteers” or “Ways to Give” pages

Regardless of where you promote the programs, it’s a good idea to make researching opportunities as quick and easy as possible. For this, we recommend implementing a company database search tool like Double the Donation Volunteering.

Then, once you have the information you need on your site, be sure to link to the resource from your other marketing materials as well.

Marketing VTO using email communications

Promoting Volunteer Time Off (VTO) through email can be an effective way to engage supporters and encourage participation. Here are some strategies to effectively market VTO using email communications:

Create a dedicated email campaign: Design a specific email campaign focused on VTO, outlining the program’s details, benefits, and how supporters can get involved. Don’t forget to use a compelling subject line to grab attention and entice recipients to open the email!
Add a section about VTO to your upcoming newsletters: Rather than a dedicated email blast, try slotting a blurb about the programs in an existing email resource. This will allow your team to get details about VTO out alongside other valuable information!
Send follow-up emails to volunteers: Take a personalized approach to pursuing VTO opportunities by directly emailing potentially interested volunteers. After individuals support your organization, follow up with a reminder to check their eligibility for volunteer time off programs and more.

By implementing these strategies, nonprofits can effectively promote their Volunteer Time Off programs through email, encouraging greater participation and fostering a culture of volunteerism among their supporters.

Marketing VTO on social media

Marketing volunteer time off programs on social media can be a powerful way to reach a broader audience and engage supporters with the programs. While you’ll want to cater your marketing plan to your organization’s existing strategies, check out the following tips for promoting VTO through social media:

Create Engaging Content: Develop visually appealing posts that highlight your VTO program. Use graphics, photos, and videos that showcase volunteers in action, emphasizing the impact of their work to capture your followers’ attention and encourage their involvement.
Share Success Stories: Post testimonials or stories from employees or volunteers who have benefited from VTO. Highlight their experiences, the activities they volunteered with, and the positive changes they made in the community and on your mission.
Use Hashtags: Incorporate relevant hashtags related to volunteering, community service, and VTO to increase visibility and reach a wider audience. Consider creating a unique hashtag for your nonprofit’s VTO program to track engagement and participation.
Provide Information and Resources: Use social media to educate followers about VTO. Share posts that explain what VTO is, how it works, and the benefits for the community overall. Include links to your website or dedicated VTO pages for more detailed information.

By utilizing these strategies, nonprofits can effectively market their Volunteer Time Off programs on social media, engage their supporters, and inspire more individuals to take action.

Marketing VTO through text message

Text messages can be an effective way to reach your supporters where they are in a quick and direct manner. By marketing VTO through text, you can spread the word about the programs using mobile communications.

. Here are several strategies for doing so:

Send Quick Announcements: Use text messaging to inform supporters about the VTO program and its benefits. Keep messages concise and to the point, highlighting key details such as the number of hours available for volunteering and how to participate.
Promote Upcoming Events: Send text reminders about specific volunteer opportunities or events that allow supporters to use their VTO. Include details such as the date, time, location, and any registration links to make it easy for recipients to get involved.
Create Urgency: Use text messages to create a sense of urgency around VTO opportunities. Phrases like “Limited spots available!” or “Sign up by Friday!” can encourage immediate action and participation.
Provide Easy Call-to-Action Links: Include links in text messages that direct recipients to your nonprofit’s website or a specific VTO page. This allows supporters to quickly access more information and take action.
Segment Your Audience: If possible, segment your audience based on previous engagement or interests. Tailor text messages to specific groups, such as employees who have utilized VTO before or those who have expressed interest in volunteering.

By leveraging these strategies, nonprofits can effectively market their Volunteer Time Off programs through text messaging, reaching supporters in a timely and direct manner while encouraging participation and engagement.

Marketing VTO with paid advertising channels

Advertising can be a great way to reach new audiences with your message⁠—and don’t let the “paid” in paid advertising slow you down. Nonprofits and schools can access up to $10,000 worth of free advertising credits through Google’s Ad Grant program.

With free access to this paid search advertising platform, it’s easy to increase visibility and engagement with your cause. All you need to do is target keywords related to VTO and volunteer time off and direct users to the educational resources on your website!

Next Steps & Additional VTO Resources

Volunteer Time Off programs present a powerful opportunity for nonprofits, companies, and employees to work together toward a positive community impact.

By understanding the benefits of and best practices for engaging in VTO, nonprofits like yours can better leverage these programs to fulfill their missions with greater volunteer support. Good luck!

Interested in learning more about Volunteer Time Off and other corporate giving programs? Check out these additional resources:

Top Volunteer Time Off Companies | 35 Programs to Know. Drive Volunteer Time Off for your organization by targeting these standout programs! See if your supporters work for these companies and get started.
Standout Strategies for Leveraging Corporate Volunteer Incentives. Dive deeper into corporate volunteer incentive programs⁠—including VTO and more. Get the free downloadable resource to grow your knowledge.
Corporate Volunteer Grants: The Basics & How to Secure Them. Volunteer grants offer another excellent opportunity for organizations to better engage their volunteers. Find out what you should know about the programs here!

Who Is Your Nonprofit Target Audience? Steps To Find Out

October 7, 2024/in Nonprofit Communications /by Jessica King

When you post on social media or publish an article on your website, do you know who your nonprofit is speaking to? If you’re unsure, your marketing efforts might not be resonating with people. Identifying your nonprofit target audience allows you to craft messages that inspire action and speak directly to your donors, volunteers, beneficiaries, and anyone else who plays a role in your mission.

Delivering your messages to the right people boosts engagement, increases your marketing efforts’ ROI, and ultimately amplifies your impact. But how do you find these individuals? And more importantly, how can you use that knowledge to create more meaningful outreach?

To answer these questions, we’ll cover the following topics:

What Is a Nonprofit Target Audience?
Why Understanding Your Nonprofit Audience Is Important
Steps To Define Your Nonprofit’s Target Audience
How To Engage Your Nonprofit Audience
How Often To Reevaluate Your Nonprofit Target Audiences

Before diving into specific strategies, let’s start with the basics of what a nonprofit target audience is and why defining yours matters.

What Is a Nonprofit Target Audience?

A nonprofit target audience refers to the specific groups of people that a nonprofit seeks to engage in order to fulfill its mission. These groups commonly include donors, volunteers, corporate partners, beneficiaries, and advocates. Each audience member plays a crucial role in supporting the nonprofit’s goals, whether by funding the organization, offering their time, raising awareness, or benefiting from the organization’s work.

Shared characteristics that unify different nonprofit target audiences include:

Demographics: Age, gender, income, occupation, etc.
Location: Urban vs. rural, local, national, or global
Interests and values: Causes and beliefs they care about
Needs and challenges: Problems your nonprofit seeks to solve
Engagement: Previous involvement as donors, volunteers, or advocates
Communication preferences: Channels like email, social media, events, or Google

Knowing these details, you can create target audience persona, a fictional representation of one of your typical audience members. Your audience personas are an essential part of your marketing plan. For example, creating a persona for your target audience of volunteers might reveal that your typical volunteers are young professionals in their 20s and 30s who live in urban areas. Your research may tell you that these individuals are socially conscious, seeking meaningful ways to give back to their communities while building their personal networks and enhancing their leadership skills.

Why Understanding Your Nonprofit Audience is Important

When you understand who your audience is, your marketing becomes more focused, effective, and impactful. Instead of trying to reach everyone, you can speak directly to the people most likely to support your cause, whether they’re donors, volunteers, or advocates. In turn, your communication will build stronger connections, engage supporters, and inspire action.

Here’s a breakdown of the key benefits of understanding your nonprofit’s audience:

Personalized communication: You can craft messages that resonate with specific groups, leading to deeper connections and higher engagement. After all, 40% of donors are more likely to give when they experience personalized outreach.
Increased donations: You’ll be able to target individuals who are more likely to support your mission, boosting fundraising efforts and attracting more donors. Of the donors who are more likely to give after personalized outreach, nearly 10% would actually increase their donations by over 50% if they received regular updates about their impact.
More effective volunteer recruitment: Understanding common traits of your volunteers helps you attract other likely volunteers who are passionate about your cause.
Improved engagement across channels: Knowing your audience allows you to identify the best platforms to reach them, whether through social media, email, or paid ads (like Google Ads).
Effective ad targeting: You can use audience targeting to ensure your organization’s paid ads are shown to the people most likely to take action, increasing your return on investment.

Essentially, knowing who you’re crafting messages for takes the guesswork out of marketing. For instance, if your target audience for donations consists of people in their 20s to 40s who are passionate about environmental conservation and sustainable living, your messaging should align with their values.

These individuals may be well-educated, socially conscious, and committed to causes that protect the planet for future generations. They’re likely involved in local eco-friendly initiatives, and they support organizations focused on clean energy, reducing plastic waste, or protecting endangered species. For this audience, your messaging should emphasize the tangible environmental impact of donations, sustainability, and building a legacy for future generations. You might use channels like Instagram, TikTok, emails, texts, and digital ads to reach them.

Steps To Define Your Nonprofit’s Target Audience

Follow these steps to refine your outreach and make meaningful connections:

1. Identify Your Goals.

Start by identifying what you want to achieve. Your goals should push your mission forward in some way. Are you looking to increase donations, attract more volunteers, or grow attendance for your events?

Let’s say your goal is to find young adults to mentor at-risk youth. You’ll need to focus on audiences who are passionate about community involvement and youth empowerment.

You’re not limited to one target audience either. You can have two or even three goals and a different target audience for each one.

2. Analyze Existing Data.

Use your CRM to see who currently supports your nonprofit. Your tools should enable segmentation, allowing you to break your existing nonprofit audience down by demographics, past engagement, donation size, giving frequency, and preferred communication channels. This helps identify patterns and key characteristics within your current base.

You might segment your audience into groups of donors, volunteers, or customers for your revenue-generating services:

Then, break those groups down further based on shared characteristics. If you notice a large segment of millennial donors who donate to youth programs and prefer social media outreach, tailor messaging to donors in that group. Then, publish on Facebook and Instagram since those are the most-used social platforms by millennials, according to Target Internet.

3. Look At Your Competition.

One of the best ways to define your nonprofit’s target audience is by observing how similar organizations are targeting theirs. While you can’t access their internal data, you can analyze their public materials to gather useful insights:

Browse their website. Look at the language and content they use. Who do they seem to be speaking to—families, young adults, or professionals?
Analyze their ads. Pay attention to their Google Ads, Facebook Ads, and any other paid campaigns. What demographics are they targeting, and how are they positioning their messaging?
Explore their social media pages. Who’s engaging with their posts, and what types of content generate the most response?
Sign up for their emails. What kinds of stories and programs are they promoting?

By gathering insights from competitors, you can identify patterns that work well and avoid ineffective tactics. Any positive insights will strengthen your audience-targeting efforts, and your analysis may reveal gaps in their outreach.

4. Start Conversations With Current Supporters.

Direct feedback from your existing supporters can provide valuable insights. Conduct surveys, interviews, or focus groups to better understand why they support your nonprofit and what matters most to them. You can even chat at your next fundraising event or volunteer opportunity. This will help in identifying similar audiences and making your messages more impactful.

5. Develop Audience Personas.

After all this research, create audience personas. These personas represent your ideal supporters, and you might have a few different ones to represent groups like donors, volunteers, advocates, and corporate partners.

Your personas should include demographics, interests, personalities, lifestyles, goals of supporting your nonprofit, and barriers your organization can help them overcome. You can even give this data a name to make it seem more realistic.

Here’s an example of a volunteer persona for an environmental organization:

Name: Erin Matthews
Age: 35
Education: Bachelor’s Degree in Communications
Occupation: Marketing Manager
Interests: Environmental conservation, sustainable living, and outdoor activities like hiking
Lifestyle: Suburban mom balancing family time and eco-conscious choices
Personality: Passionate, strong sense of responsibility toward the environment, seeks transparency in organizations she supports, and cares deeply about making a difference
Goals: Support environmental causes to ensure a sustainable future for her children
Barriers: Needs to see how her contributions make a difference and prefers family-friendly, hands-on volunteer opportunities
Communication Preferences: Emails, text messages, Instagram, and Facebook

With this hypothetical supporter profile, your nonprofit can craft stronger messages by highlighting tangible impacts that align with Erin’s environmental goals, such as the number of trees planted or wildlife habitats restored. Messaging should emphasize family-friendly volunteer opportunities that allow her to engage with her children, making her feel that her contributions are both meaningful and aligned with her eco-conscious, family-focused lifestyle. Additionally, personalized updates will reinforce her direct impact, keeping her engaged long-term.

How To Engage Your Nonprofit Audience

Once you know who your nonprofit target audiences are and how those groups prefer to engage with your organization, put that information to use. Understanding their preferences, interests, and demographics will allow for more impactful messages.

Try these strategies:

Personalize communication channels. Different segments of your audience prefer different communication methods. For example, younger supporters might engage more with digital channels like social media, while older donors might prefer email updates or direct mail. Use what you know about your audience to select the right channels for each group, ensuring that your message reaches them where they’re most likely to engage. After all, segmented digital campaigns produce up to 760% more revenue compared to non-segmented campaigns.
Customize messaging based on audience insights. Your messaging should speak to your nonprofit audience’s values and motivations. For instance, the Literacy Empower Foundation ran a Google Ad campaign that targeted keywords like “free books for kids” to reach parents and educators searching for resources. The ad effectively targets its audience by highlighting both the urgency (“limited quantity”) and the organization’s long-standing impact, while offering valuable resources to its specific audience (free books for kids):

Digital paid channels also provide advanced audience targeting features. For instance, Google Ads allows you to target users based on location, interests, demographics, and online behaviors. You can also use remarketing to show tailored ads to users who have already visited your website or a specific webpage.

How Often To Reevaluate Your Nonprofit Target Audiences

Reevaluate your nonprofit’s target audiences after every campaign. This allows you to adapt future outreach to shifts in audience behavior. Use tools and ongoing strategies such as:

A/B testing: Compare two versions of your messages or campaigns to see which drives results. This strategy involves changing one element, such as your CTA button language or your email subject line, for two separate groups of your audience. You can use A/B testing on your donation form, volunteer registration page, emails, texts, or anything other materials.
Social listening: Monitor social media platforms to track mentions, comments, and discussions about your organization or cause. This tells you how supporters are discussing your campaigns, so you can identify trends, learn what resonates most with your community, and respond quickly to questions or feedback.
Audience Surveys: Directly ask your nonprofit audience what they think and feel about your organization. Ask for feedback on messaging, donation processes, event experiences, and overall engagement.

While post-campaign reviews are essential, conduct a more comprehensive evaluation quarterly or annually to account for broader trends.

Next Steps and Helpful Resources

Knowing your nonprofit target audience is essential for fostering meaningful connections and ensuring sustainable support. By tailoring outreach to your audience’s unique needs and interests, you’ll inspire them to support your work and do more for your cause.

Start by identifying your marketing goals and taking a look at who currently supports your work. As you move forward, listen to supporters’ feedback, pay attention to your campaigns, and make changes when needed. This ongoing evaluation will help you respond to your audience’s evolving needs and strengthen your connection with them.

For more insights and helpful resources to support your efforts, check out these resources:

How to Apply for Google Grants: Get Approved in 4 Easy Steps. Your nonprofit might be eligible to run free Google Ads. This platform offers incredible targeting features, so you can effectively reach your nonprofit target audience. Learn if you’re eligible and how to apply.
Creating Meaningful Messages: Copywriting For Nonprofits. Discover how to craft inspirational messages to your nonprofit’s audience. This guide covers different types of copywriting and strategies for taking your messaging up a notch.
Prospect Research Guide: Everything Nonprofits Need to Know. Still unsure how to determine who your target audience for donations is? Check out this prospect research guide to learn about helpful tools and strategies for researching donors.

Getting Attention_Employee Engagement Strategies Proven to Boost Morale_Feature

10 Employee Engagement Strategies Proven to Boost Morale

October 4, 2024/in Corporate Giving /by Jessica King

Throughout today’s increasingly competitive business landscape, fostering a positive work environment is crucial to maintaining high levels of employee engagement and morale. Lucky for you, that’s where effective employee engagement strategies can come in handy.

In this blog post, we’ll explore ten tried-and-true methods for driving employee engagement, helping you create a motivated and thriving workforce. Specifically, we’ll cover the benefits of:

Regular feedback
Peer recognition
Professional development
Flexible work arrangements
Team building activities
Wellness programs
Matching gifts
Volunteer grants
Team volunteerism
Volunteer time off

When employees feel valued and supported, they’re more likely to be productive, loyal, and contribute to the overall success of the company. That said, it’s worth it to invest time and resources into employee engagement strategies that will keep your team involved and committed in the long run.

Employee Engagement Strategy #1: Regular Feedback

Offering regular, ongoing feedback is essential for fostering employee engagement. Why? It provides team members with continuous opportunities for growth and improvement!

Rather than waiting for annual reviews, managers should offer timely, constructive feedback to keep employees informed about their performance. This practice creates a culture of transparency, allowing staff to understand their strengths and areas for improvement in real time. It also makes employees feel supported and valued, as they receive acknowledgment for their contributions and guidance on how to excel further.

When feedback becomes a regular occurrence, it fosters open communication, strengthens relationships between managers and employees, and enhances job satisfaction overall. Moreover, employees become more motivated when they see their efforts recognized and when they know that their development is a priority.

Employee Engagement Strategy #2: Peer Recognition

Next, peer recognition programs involve celebrating and appreciating the efforts of colleagues, ultimately creating a supportive and collaborative workplace environment. When employees recognize one another for their efforts or achievements, it fosters a sense of camaraderie and belonging⁠—thus driving engagement overall.

Peer recognition can take many forms, from informal shout-outs during meetings to formal recognition programs where employees can nominate each other for awards. This strategy is highly effective in boosting morale because recognition from peers is often perceived as more meaningful than recognition from management alone. It also encourages a culture of mutual respect and appreciation, which can enhance job satisfaction and retention.

Employee Engagement Strategy #3: Professional Development

Professional development is defined as the process of acquiring new skills, knowledge, and experiences that enhance an individual’s capabilities and career growth. While this can take many forms, it’s often considered through training, education, mentorship, or on-the-job learning opportunities.

Investing in professional development is a powerful employee engagement strategy because it demonstrates a company’s commitment to the growth and advancement of its employees. Offering training programs, workshops, mentorship opportunities, and other learning resources allows employees to expand their skill sets and advance their careers at the same time.

Employees who feel they are continually learning and growing are more likely to stay engaged as they see a clear path for their future within the company. Furthermore, professional development programs help employees feel more confident and competent in their roles, leading to improved performance and satisfaction.

Employee Engagement Strategy #4: Flexible Work Arrangements

Flexible work arrangements, such as remote work options, flexible hours, or compressed workweeks, offer employees greater control over their work-life balance. This strategy is particularly effective in boosting morale because it allows employees to tailor their schedules to accommodate their own needs, largely reducing stress and burnout.

When employees have agency over their work arrangements, they often feel more trusted and valued, leading to increased loyalty and job satisfaction as a result. Moreover, flexible work arrangements can improve productivity and result in the attraction and retention of top talent, reduced instances of absenteeism, and an increasingly engaged and balanced workforce.

Employee Engagement Strategy #5: Team Building Activities

Team building activities are designed to foster collaboration, communication, and trust among employees, making them an essential component of a successful engagement strategy. These activities can range from dedicated retreats to fun events like group outings or problem-solving challenges.

A few examples include:

Workshops and skill-building sessions
Escape room challenges
Outdoor adventure activities
Staff lunches or dinners
Office scavenger hunts
Company-wide volunteerism (more on that later!)

When employees engage in team-building exercises, they develop stronger relationships with their colleagues, which enhances teamwork and productivity in the workplace. Additionally, team-building activities break down silos, encouraging cross-departmental communication and helping employees understand each other’s strengths and perspectives. This improved sense of camaraderie can boost morale and contribute to a more positive, unified work environment.

Employee Engagement Strategy #6: Wellness Programs

Wellness programs focus on promoting the physical and mental well-being of employees, which is directly linked to higher engagement and morale. These programs may include…

Fitness challenges
Health screenings
Mental health resources
Stress management workshops
And more!

By offering wellness initiatives, companies show that they care about the holistic well-being of their employees, leading to increased loyalty and productivity. When employees feel physically and mentally healthy, they’re also more energized and motivated to perform well.
Additionally, wellness programs help reduce absenteeism, lower healthcare costs, and create a more positive and supportive work environment. Encouraging employees to prioritize their health not only improves individual performance but also fosters a culture of well-being, which positively impacts the entire organization.

Employee Engagement Strategy #7: Matching Gifts

More and more, employees want to work for companies that are devoted to giving back to their communities for the greater good. One of the best ways to leverage philanthropic benefits for employee engagement is by directly involving individual team members in your efforts. And for this, matching gifts is the way to go.

Matching gift programs are a form of corporate philanthropy where companies financially contribute to the organizations their staff support. As a result, employees feel increasingly connected to the company when they see their employer supporting their philanthropic efforts, which boosts morale and job satisfaction.

Additionally, matching gift programs align personal values with corporate ones, fostering a sense of shared purpose. Offering a matching gift program not only enhances employee engagement but also improves the company’s corporate social responsibility (CSR) profile, benefiting both employees and the organization’s reputation.

Interested in getting started? Check out Double the Donation’s complete guide to implementing a matching gift program here.

And don’t forget to enable matching gift auto-submission to make the engagement process as easy as possible for your employees. Doing so will allow you to join the ranks of CLMA-designated companies⁠—like Chipotle and more!

Employee Engagement Strategy #8: Volunteer Grants

Similarly, volunteer grants are another way for companies to engage employees through corporate giving. Rather than matching monetary donations, these grants provide funds to nonprofits where employees volunteer their time and skills (generally between $8 and $25 per hour).

By supporting employee volunteer efforts, companies demonstrate their commitment to both the community and their workforce. Employees feel valued and appreciated when their volunteer work is recognized and supported, which can significantly boost morale and engagement. Additionally, volunteer grants create a culture of giving back, encouraging employees to participate in meaningful community service. This strategy not only strengthens the company’s relationship with local nonprofits but also reinforces a sense of purpose among employees, making them feel more connected to both the company and their community.

Learn by example! Check out the volunteer grant programs offered by top employers here.

Employee Engagement Strategy #9: Team Volunteerism

Team volunteerism involves groups of employees participating in volunteer activities together, often organized or supported by the company. This strategy enhances employee engagement by combining the benefits of volunteering with team-building.

After all, working together on a common cause fosters stronger relationships among employees and creates a sense of shared purpose. It also allows employees to contribute to their communities while developing skills such as leadership, communication, and collaboration.

Employee Engagement Strategy #10: Volunteer Time Off

Finally, Volunteer Time Off (also known as VTO) is an invaluable benefit that allows employees to take paid time out of their regular working hours to volunteer for the causes they’re passionate about.

This strategy shows that the company values employees’ personal interests and their desire to make a difference in the community. Offering VTO boosts morale by empowering employees to pursue volunteer activities without sacrificing their pay or vacation time.

VTO programs can improve job satisfaction, reduce burnout, and create a more positive workplace culture, as employees feel they can make meaningful contributions outside of their professional responsibilities.

Explore examples of leading employee engagement companies with standout Volunteer Time Off programs with Double the Donation’s guide here.

Final Thoughts & Additional Resources

Boosting employee morale doesn’t happen overnight, but by consistently implementing these proven engagement strategies, you can cultivate a workplace where employees feel valued, empowered, and motivated to give their best.

Remember: a positive and engaged workforce not only leads to higher productivity but also helps drive retention, creating a thriving and successful organization across the board. Take the first step by incorporating these tactics into your company culture, and watch morale soar. You won’t regret it!

Interested in boosting employee engagement with corporate giving and other leading strategies? We recommend the following resources to grow your knowledge:

What’s the Impact of CSR? FAQ & Key Benefits for Businesses. Uncover the widespread advantages of corporate social responsibility for businesses like yours, from improved employee engagement to enhanced company reputation and beyond.
How to Offer the Ultimate Employee Giving Experience. Employee giving can go a long way in driving team-wide engagement. Find out how your company can implement optimized giving opportunities with this guide.
9 Exciting Employee Giving Campaign Ideas & Real Examples. Gather inspiration from real companies’ standout giving ideas. Learn from these exemplary campaigns, and see which practices you can adopt for your own team.

The title of the article: Types of Volunteer Software and Tools Nonprofits Need

3 Types of Volunteer Software and Tools Nonprofits Need

September 30, 2024/in Nonprofit Tools, Volunteers /by Jessica King

Approximately one-third of the nonprofit workforce is volunteers, and these supporters keep your nonprofit running by completing program-related tasks, assisting with fundraisers, spreading awareness, and generally lending their time and energy to support your organization. However, managing a team that can come and go randomly is a challenge, and to compensate, many nonprofits turn to volunteer software solutions.

Nonprofits can benefit from several types of volunteer software. In this guide, we’ll explore three kinds of nonprofit software focused on volunteers and how your organization can make the most of each platform. Specifically, we’ll cover:

Volunteer Software FAQ
Volunteer Management Software
Volunteer Grant Database
Peer-to-Peer Software
Volunteer Software Tips

First, let’s address the fundamentals of volunteer software. If this is your first time investing in this type of solution, you’ll have a baseline of what to prioritize.

Volunteer Software FAQ

What is volunteer software?

Volunteer software includes technology platforms designed for nonprofits to manage, engage, and interact with their volunteers. This includes tools that allow nonprofits to message volunteers, create shift schedules, and post volunteer opportunities. It also includes platforms that allow volunteers to complete specific tasks, such as fundraising on a nonprofit’s behalf.

Be aware that various volunteer software solutions include different features. For example, even if two vendors both offer volunteer management software, one might have features for recruitment and training, whereas another focuses specifically on communication and organization.

Why do nonprofits need volunteer software?

Small nonprofits can run volunteer programs without software supporting their efforts. However, as your volunteer program grows, so will its level of complexity. With more volunteers, programs, and tasks, nonprofits can benefit greatly from using a centralized system to stay organized.

With the help of volunteer software, nonprofits can:

Better manage resources. Volunteer software collects and monitors data related to your volunteer program. This allows you to understand what resources you have at your disposal, how they are being used, and if they could be better allocated. For example, you might notice certain programs are at capacity for volunteers while others need more support. In this case, you can edit your schedule to fix this discrepancy.
Improve volunteer retention. By running an organized volunteer program where supporters receive prompt communication and clear direction, you’re more likely to have returning volunteers.
Launch specialized programs. Certain types of volunteer initiatives require software to function. For example, if you plan to offer virtual volunteering opportunities, you’ll likely need software to connect with these supporters and assign tasks.

Volunteer software platforms vary in scale, and different nonprofits will need different levels of support. While a smaller nonprofit might be content using its CRM’s volunteer engagement features, a larger organization may prefer a highly customizable volunteer-specific management platform.

Is volunteer software free?

Volunteer software is available at a variety of price points. Some solutions may offer free packages with limited features, but most platforms operate on a monthly or annual subscription system.

For example, volunteer software vendor POINT has three price points, including a free option that provides core management features, such as time tracking and calendar management.

However, other desirable features, like background checks and waivers, require upgrading to a paid plan. Additionally, POINT, like many other volunteer software providers, offers custom pricing solutions for enterprise-sized nonprofits.

Volunteer Management Software

Volunteer management software is the most common type of volunteer software. These platforms help nonprofits organize and run nearly every part of their volunteer program, making them essential for any growing nonprofit.

Various volunteer management software platforms specialize in different aspects of volunteer management. However, every platform should offer these core features:

Database. Many nonprofits use CRMs, which house donor data, such as their engagement history, contact details, and payment information. Some CRMs also provide profile management features for non-donors, such as volunteers, but dedicated volunteer management platforms are likely to provide more robust offerings. Look for platforms that allow you to easily build volunteer profiles, search your database for specific individuals, and store your supporters’ information securely.
Scheduling. Planning and managing volunteer shifts is essential for maintaining a functional volunteer program. Assess management platforms based on their scheduling-related features, such as calendar creation, shift assigning and claiming processes, and bulk scheduling.
Communication. To keep your volunteer program running smoothly, volunteer managers will need to coordinate with numerous supporters to provide direction, ensure shifts are filled, and answer questions. Your volunteer software should aid this process with communication tools, such as the ability to contact volunteers via multiple channels (like email, text messaging, and volunteer app notifications) and automatic messaging (like upcoming shift reminders).
Reporting. Reporting tools help you make sense of your data to determine where your volunteer program is succeeding and what could be improved. For instance, all volunteer management software should have basic hours tracking tools. You might use this information to determine which times of year your nonprofit has the highest volunteer capacity.

When assessing volunteer management software, consider your nonprofit’s needs. Some organizations might be looking for an out-of-the-box solution with an app volunteers can engage with, whereas others might want a customizable platform and sophisticated reporting features. Every vendor has its own specialties and strengths, so take note of what features they highlight and ask questions during demos and sales pitches about specific use cases.

Bonus: What are corporate volunteer management solutions?

While for-profit businesses don’t have volunteers, some corporations do have software with volunteer management features. Specifically, businesses with corporate social responsibility (CSR) programs often use software to manage these initiatives.

CSR programs include grantmaking, sponsorships, in-kind donations, and employee volunteer initiatives. Some examples of corporate volunteer programs are:

Volunteer grants
Volunteer time off (VTO)
Team volunteer days
Mentorships
Internships

To encourage employee volunteering and track volunteer initiatives’ results, businesses use CSR software. These tools allow employees to report their volunteer hours, submit volunteer grant applications, and request VTO. With some platforms, employees can search for volunteer opportunities.

Some CSR vendors provide users with a database of reputable nonprofits. These platforms then allow users to search for relevant volunteer openings or even let leadership highlight and promote specific volunteer opportunities to employees. Explore top CSR vendors to see if it’s possible to submit your nonprofit for consideration to get featured in these databases.

Volunteer Grant Database

While volunteer management software allows your volunteer program to function, tools like volunteer grant databases enable nonprofits to earn additional value from their programs.

A volunteer grant database provides nonprofits and volunteers with information about corporate giving and CSR programs related to volunteering. These databases allow volunteers to search for their employers and discover the following details:

Their program eligibility. If an employer offers volunteer grants or VTO, a volunteer grant database will provide relevant information about the program. This includes which employees are eligible. For instance, a company might provide volunteer grants to all employees, but only full-time staff are eligible for VTO.
Program requirements. Every company has its own volunteer grant requirements, making it challenging for nonprofits to provide guidance to volunteers. A volunteer grant database can help supporters find relevant information, such as how many hours they need to volunteer, what types of nonprofits are eligible, and when they need to submit their volunteer grant application.
Next steps. Discovering if a supporter is eligible for a volunteer grant or VTO is great. But what do they do next? Look for a volunteer grant database that provides links to relevant forms and pages supporters can follow to take the next steps to apply immediately after confirming their eligibility.

Volunteer grants and VTO earn your nonprofit additional revenue and additional volunteers. Many eligible supporters are unaware these initiatives exist, let alone if they qualify. By bringing them to your supporters’ attention, your volunteer program will become even more valuable.

Bonus: Our recommended volunteer grant database provider!

Currently, the top volunteer grant database on the market is Double the Donation Volunteering. Double the Donation originally specialized in matching gift software, but the volunteer functionality expands its offerings to provide users with information on overlooked volunteer grants and VTO opportunities.

A few of Double the Donation’s top features include:

Comprehensive database. Double the Donation’s matching gift database covers 99.68% of all match-eligible donors. This same comprehensiveness applies to the volunteer arm of the database, meaning all of your eligible supporters should be able to find their employers’ information easily.
User-friendly search process. 360MatchPro’s search tool is easy to embed on any page of your website, including your volunteer registration form. Use it to capture your volunteers’ employer data so you can streamline the search process and identify if they qualify for volunteer grants or VTO.
Extensive integrations. Chances are that you will use your volunteer grant database alongside your volunteer management software. 360MatchPro has over 100 integrations with various CRMs, volunteer management platforms, and donation tools, meaning chances are you’ll be able to add it to your current tech stack with ease.

Get started with Double the Donation Volunteering by scheduling a demo to discuss its potential benefits for your nonprofit.

Gain more volunteers and have more time to train and retain them by leveraging VTO. Discover how you can take advantage of VTO in Double the Donation’s complete guide.

Peer-to-Peer Software

Peer-to-peer campaigns are a unique type of volunteer initiative. While volunteers often help with various fundraisers, in a peer-to-peer campaign, volunteers essentially run their own fundraising campaigns on your behalf.

As a unique type of program, peer-to-peer campaigns require specialized software. A few specific features include:

Campaign page creation. Peer-to-peer campaigns succeed because volunteers are able to create unique donation pages that share their personal stories. This allows their friends and family to give in support of their loved one rather than a nonprofit they might be unfamiliar with. Choose a peer-to-peer solution that lets your volunteers add their own photos, share their stories, and even upload videos.
Social sharing options. Most modern peer-to-peer campaigns operate online and make heavy use of social media platforms like Facebook and Instagram. Your volunteers should be able to easily share their campaign pages and updates on social media to promote their fundraiser to friends, family, and followers.
Data and analytics. Like any volunteer program, it’s useful to have a bird’s eye view of your volunteers’ activities. Use your platform’s data and analytics tools to track how each volunteer’s campaign is performing so you can step in to lend a hand, provide encouragement, or offer congratulations.

Peer-to-peer campaigns straddle the lines between being fundraisers and volunteer initiatives. As such, you’ll likely find software guides and campaign tips categorized under both volunteer and fundraising management.

Regardless, look for software that enables volunteers to share their unique message and fundraise on your behalf with confidence.

Bonus: Peer-to-peer volunteer management tips!

Peer-to-peer volunteers operate fairly independently by managing their own outreach after getting their campaign pages live. However, that doesn’t mean your volunteers should totally handle it alone. Improve your peer-to-peer campaigns by:

Providing branded assets. While you should encourage peer-to-peer volunteers to design their own campaign pages and outreach content, doing so without guidance can lead to a hodgepodge of messages that don’t represent your brand well. Instead, share your nonprofit’s style guide with them, as well as a library of branded images and assets they can use, such as your logo and professionally taken photos of your programs.
Using gamification tools. Engage your volunteers by turning fundraising into a game. Some peer-to-peer platforms have gamification tools that do things like award volunteers badges and points for hitting milestones, such as raising a certain amount. Some even feature leaderboards, letting your volunteers engage in friendly competition with one another.
Checking in routinely. Make sure your volunteers know they’re not fundraising alone. Have your volunteer supervisor check in with them regularly to answer questions, troubleshoot problems, and provide encouragement. This will not only improve volunteers’ campaigns but also ensure volunteers feel supported by your nonprofit.

Like with any volunteer initiative, you should also thank your volunteers for their hard work. Many nonprofits end their peer-to-peer campaigns with an event as a final opportunity to fundraise and celebrate volunteers. Consider handing out awards to top-performing volunteers or thanking your peer-to-peer fundraisers as a whole in speeches throughout your event.

Volunteer Software Tips

After researching various types of volunteer software and vendors, you’ve hopefully found a platform you think is right for your nonprofit. However, the success of your volunteer software solution depends on how you use it.

To ensure your software powers your volunteer program successfully, be sure to consider:

Implementation timeline. If you’re investing in a highly customizable volunteer platform or changing volunteer software, you’ll likely have a considerable implementation timeline. Make plans to migrate data, work with technology consultants, and train your staff to use your new platform.
Onboarding. All volunteers should attend an onboarding session before working with your nonprofit. In this meeting, go over how to perform volunteer tasks, who volunteers should go to with questions, and what expectations for working with your nonprofit are. Additionally, if volunteers will use any software, give them a tutorial on how to operate it.
Integrations. Choose a volunteer platform that integrates with the rest of your technology stack. Software like 360MatchPro that has many integrations will let data flow seamlessly from platform to platform. This means you can access data on your volunteers with ease and without worrying about data getting siloed into one system.

Request demos for your top volunteer software candidates. During these sessions, ask questions not just about the software but about how the vendor will support you. Look for vendors who provide fast technical support, training, and extensive resource libraries.

More Volunteer Resources

Volunteer software can elevate your nonprofit’s operations by streamlining volunteer recruitment, management, and revenue generation. Explore the variety of volunteer platforms available to find solutions that fit your nonprofit’s need.

For more volunteering and software resources, check out these guides:

Nonprofit Advertising: The Essential Guide (With Examples!) Volunteers can be key members of your advertising team. Explore key tips to improve your marketing campaigns that you can share with volunteers.
13 Must-Have Technology Grants for Nonprofits This Year. Looking for help funding your technology? Check out these top grants for nonprofits.
Volunteer Appreciation: The Ultimate Guide +20 Ideas. Appreciating your volunteers is the easiest way to increase retention. Discover creative ways to show your thanks.

Using TikTok for Nonprofits: How To Grow Your Community

September 30, 2024/in Nonprofit Communications, Nonprofit Marketing /by Jessica King

A short 20-second video could reach thousands—if not millions—of viewers. TikTok’s powerful algorithm doesn’t just favor influencers; it’s also a valuable tool for amplifying worthwhile causes.

For nonprofits, TikTok is more than a platform for entertainment—it’s a game-changer for mobilizing the next generation of supporters. As attention spans shrink and competition for donors grows fiercer, TikTok for nonprofits has emerged as a surprising yet effective digital marketing tool to build community and drive action. But how can nonprofits transform fleeting scrolls into meaningful engagement?

In this guide, we’ll show you how to leverage TikTok for nonprofits to advance your mission:

The Basics of TikTok for Nonprofit Organizations
How to Register Your Nonprofit on TikTok
Tips For Maximizing Your Nonprofit’s TikTok
Examples of Viral Nonprofits on TikTok
TikTok Ads vs. Google Ads: Which Platform Is Better For Nonprofits?

Ready to tap into TikTok’s potential to inspire social change? Let’s dive into the basics of how this platform can enhance your nonprofit’s marketing efforts.

The Basics of TikTok for Nonprofit Organizations

Let’s answer some common questions you might have about the platform and its impact on charitable causes.

Is TikTok Good for Charities?

Absolutely! Whether you’re a grassroots nonprofit or an international organization, TikTok provides creative ways to amplify your cause, connect with younger audiences, and share behind-the-scenes content, success stories, and ongoing campaigns.

With over 1.5 billion active users, TikTok is a powerful platform for nonprofits looking to expand their reach. Plus, 55% of TikTok users say the app helps them discover new brands.

Its focus on short, engaging videos opens the door to unique opportunities for storytelling, inspiring action, and sharing memorable messages. In fact, formatting your outreach as videos means viewers will retain 95% of your message, compared to just 10% when reading it as plain text.

Nonprofits can use TikTok to:

Raise awareness. Share bite-sized content about your mission, upcoming events, or important issues with a global audience by using viral challenges, interactive campaigns, and engaging content.
Secure donations. TikTok’s donation tools make contributing easy with stickers and bio links.
Build community. Cultivate a community of passionate supporters by engaging with comments and responding to user-generated content.
Show impact. Post real-time updates and success stories that show the tangible results of donations and volunteer work, encouraging continued support.

Since TikTok’s algorithm promotes content based on engagement rather than follower count, even smaller nonprofits have the potential to go viral and make a big impact.

From climate change awareness to mental health advocacy, the potential for creating real-world impact through TikTok videos is staggering. Your nonprofit can build a passionate following, humanize your cause, boost donations, and increase support.

What Is TikTok For Good?

TikTok for Good is TikTok’s initiative that aims to spotlight nonprofits and causes making a positive social impact through the platform. While many features—such as Donation Stickers, fundraising livestreams, and Branded Hashtag Challenges—are available to any registered nonprofit on the app, TikTok for Good provides additional visibility and support to organizations making meaningful change.

The program highlights social impact efforts, fostering partnerships with nonprofits, creators, and communities, encouraging TikTok’s global audience to take action by donating, participating in campaigns, or spreading awareness. Through TikTok for Good, nonprofits can also access promotional opportunities, educational resources, and strategies to amplify their reach.

Additionally, the official TikTok for Good account shares inspiring charity content, offering best practices and ideas for your nonprofit’s videos.

How to Register Your Nonprofit on TikTok

Getting your nonprofit on TikTok is easy (and free!). Here’s a step-by-step rundown to creating your account and setting up your profile, so you can start posting videos and building your following.

Step 1) Download the TikTok App

First, download the TikTok app from your device’s app store. It’s completely free and available for both iOS and Android users.

Step 2) Create An Account

Once installed, open the app and select “Sign Up.” You can register using an email address or phone number. This will be the primary contact for your TikTok account, so choose a shared email that your marketing team can access. This ensures that multiple team members can log in and manage the account without needed to share personal login details.

During the sign-up process, you’ll need to choose a username, which should be your nonprofit’s name or an acronym. For reference:

The American Red Cross is @americanredcross
Habitat For Humanity is @habitat_org
The Leukemia and Lymphoma Society (LLS) is @llsusa

Once you’ve created your account, go to your account settings and switch to a business account. This unlocks important features, including TikTok’s analytics tools, the ability to run ads, and the option to add clickable links to your bio.

Step 3) Set Up Your Profile

Now that your account is active, it’s time to set up your profile. Create a strong, informative profile by taking these steps:

Craft a short bio. Your bio is limited to 80 characters, so be concise. Use this space to communicate your mission and encourage users to follow your organization. Think of it as a quick elevator pitch. For example, “Bringing Clean Water to Communities 💧🌍 Join us in creating lasting change!🤝”
Link to your socials. By linking other accounts like Instagram and YouTube to your TikTok profile, users can easily follow your other digital marketing channels.
Upload a profile picture. This image will appear at the top of your profile and on every TikTok you post. For nonprofits, using your official logo ensures brand consistency.
Add a donation link. If your nonprofit already has over 1,000 followers or is using a business account, you can add a direct link to your optimized donation page in your bio. This allows users to easily contribute to your cause without leaving TikTok.

Here’s an example of a complete profile for LLS:

Profile picture: LLS’s logo
Username: @llsusa with verification checkmark
Bio: United in progress toward a world without blood cancer
Links: LLS’s donation page, Instagram account, and contact page for beneficiaries

Step 4) Start Posting TikToks

Start sharing your nonprofit’s story with the TikTok community. While we’ll provide in-depth tips later, here are some suggestions to get started:

Film your videos in vertical orientation (9:16) to take advantage of the full-screen experience.
Have good lighting, whether you use a ring light, a lamp, or even the sun.
TikTok recommends using the app’s effects and text treatment options to make your content feel native to the platform and amplify it on For You pages.

Don’t worry if your early videos aren’t perfect. TikTok thrives on authenticity. As you become accustomed with the platform, you’ll find your rhythm and discover what content works best for your nonprofit.

Tips To Make the Most of Your Nonprofit’s TikTok

To effectively engage the TikTok community and grow your digital footprint, try these strategies:

Post Consistently

According to Rival IQ’s Social Media Industry Benchmark Report, most nonprofits only post an average of 1.59 times to TikTok per week, compared to 5.95 times on Instagram. Aim for 3-5 posts weekly. Consistency keeps your audience engaged, increases your chances of being seen by TikTok’s algorithm, and helps you stay relevant on the platform.

Your videos can be anywhere from 3 seconds and 30 minutes long, but Socialinsider’s 2024 research shows that TikToks between 90 and 120 seconds maximize views and view rate. That same research indicates that most brands tend to publish videos between 40 and 50 seconds long, but shorter videos or longer, engaging content up to 3 minutes can also perform well depending on the message.

Leverage Popular Sounds, Hashtags, and Trends

To maximize the reach of your videos, use trending sounds, hashtags, and challenges. TikTok’s algorithm favors content that taps into what’s currently popular. Here’s how to do it:

Trending Sounds: Add trending audio clips to your videos to increase your chances of appearing on people’s For You page.
Hashtags: Use a mix of general and cause-specific hashtags to help users find your content. Our nonprofit hashtags guide shares several popular options like #DoGood, #HumanRights, #CleanWater, and #ProtectOurPlanet.
Challenges: Participate in viral challenges and adapt them to your nonprofit’s mission to gain traction.

Engaging with trends makes your nonprofit’s videos more discoverable, potentially leading to more followers. For instance, The Innocence Project launched the #SaveMelissaLucio campaign to raise awareness for a case involving a wrongful conviction. By encouraging users to duet, share, and stitch the video, they created a viral movement that engaged the TikTok community in supporting criminal justice reform

Get Creative With The Content You Post

When creating TikTok content, keep your content fresh by alternating between these types of content:

Educational Content: Share statistics, facts, or insights related to your cause (e.g., facts about endangered species or hunger relief).
How-To Tutorials: Demonstrate your work, like how your team cares for animals, organizes donations, or sets up events.
Success Stories: Highlight impactful stories or testimonials from those who have benefited from your nonprofit’s work.

These types of content not only inform your audience but also build trust and credibility.

Interact with the Community

Engagement is key to strong visibility on TikTok for nonprofits. To foster strong community engagement, you should:

Reply to comments. Use the Reply-to-Comment or Video Reply feature to answer questions, thank supporters, and build relationships with your followers.
Duet and stitch. Create duet or stitch videos with other TikTok creators to expand your reach.
Like, share, and comment. Regularly interact with other content creators and supporters by liking, commenting, and sharing videos.

The TikTok community appreciates active creators, and frequent engagement will help your nonprofit build a dedicated following.

Use Donation Stickers and Links

TikTok’s Donation Stickers and Donation Links make it easy for users to support your cause directly within the app. Here’s how they work:

Add Stickers to videos and livestreams. Incorporate stickers into your regular TikTok videos or livestreams, allowing viewers to donate instantly. Supporters can also add these to their TikToks:

Add Donation Links where possible, such as in your profile bio or above video descriptions.
Encourage action. In your captions or video, remind users to tap the Donation Sticker or click links to support your cause.

This feature streamlines the donation process, making it convenient for followers to contribute without leaving TikTok.

Examples of Viral Nonprofits on TikTok

To get inspired for your nonprofit’s TikTok, let’s explore a few organizations that have done well on the platform and built an engaged following.

Not everything these nonprofits post on TikTok goes viral, but they do a good job of using popular sounds, jumping on trends, and interacting with their followers.

Aquarium of the Pacific

Located in Long Beach, California, Aquarium of the Pacific uses a mix of trending and niche hashtags. They also post a variety of content, like fun facts, staff life, and aquarium tours. This nonprofit is great about interacting with its community such as by creating Video Replies in response to users’ comments.

Here’s an example of one of their viral educational posts that racked up over 9 million views and 500K likes. It explains how the aquarium’s staff weighs its beloved octopus Goji:

@aquariumpacific

How we weigh octopuses at the Aquarium! 🐙 #STEM #LearnOnTikTok #aquariumofthepacific #octopus

♬ Pop beat BGM / long version(1283324) – nightbird_bgm

Bat Conservation International

Bat Conservation International tapped into the niche #BatTok community by using a fun video featuring a bat synced with trending audio, resonating with TikTok’s love for cute animals while promoting bat conservation efforts.

It’s a short, simple video that shows off Geoff the bat’s unique voice. The nonprofit’s TikTok generated nearly 640K views and over 125K likes:

@batconservation

Geoff has a v imp announcement. 🦇Geoffrey’s horseshoe #bat 📷Dr. Winifred Frick #animals #africa #bats #battok #Conservation #science

♬ original sound – Bat Conservation International

The nonprofit is also good about using trending sounds, like in this recent TikTok:

@batconservation

Bats but they get more derp 📷 Rachel Harper, Bat Conservation International #battok #ohlookastrawberry #cute

♬ original sound – amaliatown

UNICEF

UNICEF has participated in trends like #VoicesOfYouth, using popular hashtags and sounds to spotlight climate change and child protection. They share how-to guides, one-on-one interviews with benefactors, and user-generated content from ambassadors like Millie Bobby Brown and BTS’s RM.

Recently, UNICEF posted behind-the-scenes TikToks about their aid in Gaza. They also shared an interview with the boy band BTS and B-Roll of benefactors. The nonprofit’s TikTok drew 1.8 million views, 580K+ likes, and 20K+ shares:

@unicef

Feeling overwhelmed? @BTS has a message to brighten up your day. #BTSLoveMyself #OnMyMind #BTS 💙💜

♬ original sound – UNICEF

TikTok vs. Google Ads: Which Is Better For Nonprofits?

Paid advertising empowers nonprofits to amplify their content to likely supporters. At Getting Attention, we’re big fans of Google Ads, because eligible nonprofits receive free credits to spend on the platform!

However, that doesn’t mean other advertising platforms aren’t effective for reaching your audience. Social media platforms like TikTok offer unique opportunities to connect with supporters and boost donations. But how do the two platforms compare, and which is better suited for your nonprofit’s goals? Let’s look at the basic benefits, formats, and strategies for each platform.

TikTok Ads

TikTok Ads are ideal for nonprofits seeking to engage younger audiences through creative, short-form video content. The platform’s algorithm favors viral potential, meaning even small organizations can reach wide audiences. TikTok ads come in various formats, such as:

In-Feed Ads: These ads appear as users scroll, blending with organic content.
TopView Ads: This is the first ad users see when opening the app, ensuring maximum visibility.
Branded Hashtag Challenges: You’ll pay to promote a custom hashtag and encourage users to create content with it.
Branded Effects: These are filters and stickers that brands can create.

You can differentiate the In-Feed and TopView Ads from normal TikToks by looking for visual indicators like a small “Sponsored” label and a call-to-action button.

TikTok excels in awareness campaigns and building brand identity, particularly for nonprofits focused on visually compelling storytelling. However, it primarily targets a younger demographic (Gen Z and Millennials), so it may not be the best fit for reaching older supporters. Plus, TikTok’s visual, fast-paced nature requires a steady stream of fresh and engaging video content, which may be demanding for smaller nonprofits with limited resources.

Google Ads

With over 3.5 billion daily searches conducted, Google offers unparalleled reach, allowing nonprofits to connect with supporters globally. Thanks to its vast reach and highly targeted search capabilities, Google Ads is one of the most powerful advertising platforms for nonprofits.

Compared to other platforms, search ads provide the highest ROI for nonprofits using paid advertising. Even better, through the Google Ad Grants program, eligible nonprofits can receive up to $10,000 per month in free search ads, making it a cost-effective option for driving donations and website traffic. This makes the platform ideal for nonprofits focused on raising awareness or converting visitors into supporters without incurring steep advertising costs.

Google Ads offer several formats, including:

Search Ads: These ads appear at the top of Google search results, targeting users actively searching for related topics.
Display Ads: These banner ads are displayed across websites in Google’s Search Network.
YouTube Ads: These video-based ads run on YouTube.

However, know that the Ad Grant can only be used on Search Ads. You can also tap into Responsive Search Ads, which allow you to input up to 15 headlines and 4 descriptions for Google to test and maximize performance.

With Search Ads, your nonprofit can bid on mission-related keywords, targeting people actively searching for topics related to your cause. These ad formats are excellent for lead generation, website traffic, and donation campaigns.

However, the text-based nature of search ads may limit creativity compared to platforms like TikTok, which focus on dynamic video content. Outsourcing the work to experienced Google Grant managers will enable you to overcome these limitations and make sure your Google Ads drive genuine value.

Google Ad Example:

The World Wildlife Fund created a Google Ad that targets keywords related to “save elephants” and promotes landing pages for their elephant rescue efforts, a related campaign for polar bears, and their main donation page.

So, Which Is Better for Your Nonprofit?

Choosing between TikTok Ads and Google Ads depends on your nonprofit’s specific goals, audience, and resources:

TikTok Ads are great for nonprofits looking to raise awareness among younger, socially conscious audiences through creative and viral content. It’s perfect for organizations that thrive in visual storytelling.
Google Ads are ideal for nonprofits focused on driving donations, increasing website traffic, or generating leads. The platform’s targeting capabilities and the Google Ad Grants program make it a top choice for cost-effective, results-driven campaigns.

For many nonprofits, using both platforms can provide a balanced approach, allowing you to build brand awareness on TikTok while driving conversions and traffic through Google Ads.

Ready For Your Nonprofit To Go Viral on TikTok?

TikTok’s short-form video format is reshaping how nonprofits share their missions and connect with donors. With Gen Z and Millennials leading the charge on the app, your nonprofit has a rare opportunity to engage a whole new generation of digital do-gooders.

Use the tips we shared to harness the power of TikTok for nonprofits. While it takes some experimentation and consistency, you’ll get the swing of things and build a loyal follower base. In the meantime, check out these other resources to improve your digital presence:

Powerful Nonprofit Advertising Examples To Inspire Your Ads. If you want tap into paid advertising, explore these examples of ads from real nonprofits for inspiration.
Multi-Channel Fundraising: How to Make Your Cause Visible. Building brand visibility requires a multi-channel approach. Explore this guide to discover channels and strategies to expand your digital presence.
How to Apply for Google Grants: Get Approved in 4 Easy Steps. Google Ads can connect you with likely supporters. Avoid high advertising costs by following these steps to apply for the Google Ad Grant program.

The title of this article: Reliable Church Marketing Agencies to Expand Your Ministry.

8 Reliable Church Marketing Agencies to Expand Your Ministry

August 29, 2024/in Nonprofit Communications, Nonprofit Marketing /by Jessica King

Imagine your church’s message being heard by thousands of people—every sermon, event, and outreach opportunity resonating with those who need it most. A skilled church marketing agency can make this vision a reality.

Whether your church wants to connect with current members, increase community outreach, or simply share the Word more effectively, choosing the right church marketing firm can unlock your ministry’s full potential.

This guide will walk through how to find the best marketing agency for your church by covering the following topics:

What Is a Church Marketing Agency?
What Is the Best Way To Market Your Church?
Church Marketing Firms To Consider
Other Church Marketing Companies
How To Hire a Christian Marketing Agency

During the era of information overload, you need an expert on your side to cut through the clutter and market your mission. By the end of this guide, you’ll have a solid starting point for better reaching your congregation and expanding your ministry.

What Is a Church Marketing Agency?

A church marketing agency is a specialized service provider that helps churches and other faith-based organizations improve their communication and engagement efforts. The goals of a church marketing agency are to help their clients attract new members, build stronger connections within communities, and foster ministry growth.

To achieve those goals, agencies offer a range of marketing services tailored to the unique needs of churches, such as social media management, website design, content creation, SEO, and direct mail. They can help your ministry harness the latest marketing tools and trends and develop a consistent, compelling brand that congregants will remember.

What Is the Best Way To Market Your Church?

Every church’s congregation is different, meaning the best way to market a church varies. This is why it can be immensely helpful to work with a church marketing agency. They can analyze what channels, strategies, and tools work for your specific church. Conversely, they can determine what doesn’t work, so you can reach as many churchgoers as possible.

Channels a church marketing firm might specialize in include:

Social Media: Platforms like Facebook and Instagram can engage your congregation and attract new members through regular posts, live streams, and community interactions.
Web Development: A user-friendly, mobile-responsive website that’s optimized for search engines will ensure your church provides essential information to visitors and is easy to find online.
Google Ads: Targeted ads help reach people searching for churches or related activities in your area.
Video Marketing: Use video to share sermons, testimonials, and church activities in an engaging format.
Community Events: Local events build relationships with your community, raise awareness about your church, and encourage new members to join.
Direct Mail: Your agency might send personalized invitations, newsletters, or event announcements to maintain a tangible connection with your congregation and reach potential new members.

Some agencies are full-service, meaning they’ll handle every aspect of your marketing strategy. While this can be helpful, we recommend turning to agencies that specialize in a particular channel to meet specific needs.

For instance, paid advertising on Google requires an agency that understands keyword research, Google ad bidding strategies, ad copy creation, and Google Analytics reporting.

Church Marketing Firms to Consider

There are countless agencies and consultants with marketing services, making finding the best church marketing agency for your organization challenging. Here are some trustworthy agencies to kickstart your search.

Getting Attention

If your church wants to maximize its search presence with Google Ads, Getting Attention is your ideal partner. Our firm specializes in managing Google Ad Grants and is dedicated to helping nonprofit organizations (including churches!) reach a wider audience online without straining their marketing budgets.

The Google Ad Grant awards eligible organizations, such as churches, with free Ad credits to boost their websites to the top of search results for high-value keywords. We’ll help you apply for the Google Ad Grant, craft your ads, and make the most of your $10,000 monthly ad budget.

Our Church Marketing Services

With a deep understanding of the unique needs of faith-based organizations, Getting Attention is the go-to firm for churches interested in expanding their digital outreach through Google Ads. Here are the main services we offer:

Google Ad Grant application assistance to acquire the grant
Ad creation to target keywords relevant to your church and congregation
Ongoing management to ensure you comply with the program’s rules
Reporting to monitor results and improve performance
Google Grant reactivation if your account is ever suspended

As a certified Google Partner, we fully understand the Ad Grant program and Google Ads interface, so you can relax knowing your ads will inspire as many potential church members as possible.

Pricing: We charge $600 per month for our services. If you’re ready to maximize your digital presence, schedule a free consultation to learn more about what we can do for your church.

Fishhook

Fishhook is a full-service church marketing agency that specializes in helping churches and faith-based organizations improve their branding, communication strategies, and digital presence. They are known for their collaborative approach, working closely with church leaders to develop creative solutions that resonate with their congregations and communities.

When you partner with Fishhook, they’ll help you embrace your church’s unique story and share it with your audience through creative communication.

Fishhook’s Church Marketing Services

Fishhook offers these services to connect you with current and prospective church members:

Brand guide creation and full brand identity development
Communication assessments and marketing plans
Website development and support
Creative marketing campaigns and graphic design support
Ongoing monthly support for activities like video production, coaching, and social media strategy

For the past 20+ years, they’ve followed the same four-phase marketing plan: listen, plan, create, and celebrate. Through their proven method, they’ll learn your church’s unique story, craft a unique plan, design a program that combines their creativity with modern communication tools, and celebrate the results.

Church Communications Group

With an experienced team, Church Communications Group understands the unique challenges churches face and can help you navigate the complexities of modern communication.

They craft strategies that empower your church’s leadership, clarify your messaging, and deepen connections within your community. By combining their church marketing expertise with a deep respect for your mission, Church Communications Group ensures your message is powerful, authentic, and ready to drive your ministry’s growth.

Church Communication Group’s Marketing Services

This agency equips churches with communication best practices and helps their client bridge the gap between time-honored traditions and current technology. Some of their services include:

Communications strategy and consulting
Brand management
Web design and maintenance
Sermon reach
Blog and podcast management

You can even join their Facebook community of over 34,000 church marketers and leaders to see what others are doing and share your successes.

Parable Digital

Parable Digital is a Christian marketing agency dedicated to helping churches and faith-based organizations grow their online presence, engage their congregations, and reach new audiences through digital channels. They partner with ministries, Christian publishers, Christian schools, church tech (SaaS), faith-based filmmakers, and nonprofits.

By optimizing your digital outreach, Parable Digital helps you attract new members and deepen connections with your congregation.

Parable Digital’s Church Marketing Services

Some of their services that can expand your ministry’s reach include:

Paid social media advertising for platforms like Facebook, TikTok, YouTube, Instagram, and others
Mobile-responsive email marketing campaigns
Content creation, including written content, like eBooks, and graphic design assets, like ad images
Advanced analytics and tracking to maximize marketing performance

Plus, Parable Digital knows that churches need to make the most of their budgets, so they focus on results. This means they use their own data on Christian audiences and church leaders, and continuously refine their approach to deliver high engagement and a strong return on investment.

Other Church Marketing Companies

In addition to church marketing agencies that offer one-on-one help, some companies offer valuable resources to help churches manage their own marketing efforts. These companies provide tools, templates, and educational content, empowering churches to create effective marketing strategies independently.

Whether you’re looking for guidance on digital outreach or need ready-made solutions, these resource-focused church marketing companies can support your organization’s growth.

Ministry Designs

Need help designing your church’s website? Ministry Designs might be your solution! This church marketing company specializes in church website design and digital solutions. Their primary focus is helping churches create effective sites that are both visually appealing and easy to navigate, without requiring advanced technical skills.

A strong site is crucial, as 80% of churchgoers will look at a church’s website before visiting for the first time. Additionally, 52% of your Sunday morning website viewers are first-time site visitors, making it essential that they can easily find the resources they need within seconds.

Ministry Designs’ Resources and Services

Trusted by more than 67,000 churches, Ministry Designs helps churches reach more people with resources and services like:

Pre-optimized site templates for a look that fits your ministry
Fundraising features, including free text-to-tithe tools
Done-for-you church website design and migration
A library of over 80,000 free church graphics

According to Google Keyword Planner, there are over 1.2 million monthly searches for “Church near me.” Make sure your church’s website pops up in these results with a design that inspires churchgoers!

Monk Development

Monk Development is a digital strategy and web development company that specializes in creating websites and digital solutions for churches, ministries, and other faith-based organizations. Unlike a traditional marketing or creative agency, Monk Development primarily provides tools and software solutions that empower churches to handle their own digital content and communication.

From house churches to mega churches, they focus on helping religious organizations communicate online with tools that make managing digital content easy.

Monk Development’s Church Marketing Tools and Services

Some of Monk Development’s core tools and services include:

Custom website design and development
A content management system designed specifically for churches with features for sermon management, event planning, and online giving
Comprehensive digital strategy development

Their services and solutions are designed to be scalable, supporting both small and large churches.

Church Fuel

Church Fuel is a resource company that provides practical coaching, online courses, and resources designed to help churches grow, manage their operations, and engage their congregations. They strive to help church leaders create meaningful relationships that start online and continue in person.

Church Fuel’s Resources and Services

Church Fuel teamed up with Church Marketing University to expand their services and provide even more resources to churches and other faith-based organizations. Here’s some of what they offer:

Personalized coaching programs and online courses that cover topics like sermon planning, volunteer management, and church communications
An extensive library of downloadable resources, including templates, checklists, and guides
Monthly blueprints, which are ready-made calendars that spotlight what to work on next and the necessary resources to do it
Exclusive events and community groups

If your church leaders and staff primarily want educational resources for connecting with church members, Church Fuel is a great option.

Pro Church Tools

Pro Church Tools helps churches navigate the complexities of modern communication. This church marketing company provides resources, tools, and training to help churches create compelling digital content, enhance their online presence, and engage with their congregations.

Pro Church Tools’ Resources and Services

Trusted by more than 46,700 churches, Pro Church Tools provides helpful resources, such as:

The Pro Church Podcast where the company’s founder chats with church leaders about best practices
Educational resources like a free weekly newsletter, downloadable guides, and blog posts
A church website builder called Nucleus that includes tailored tools for sermon uploads, a prayer hub, and more
SocialSermons, which is a custom social media service to help you identify ideas and segments of your sermons that would translate well to social media

Pro Church Tools provides a mix of free content to help churches get started and paid services for organizations that need advanced marketing and management strategies.

How to Hire A Christian Marketing Agency

Choosing the right church marketing agency is crucial for reaching your congregation and growing your church family. Here are some tips to help you select the best firm:

Consider Their Services: Ensure the agency offers the specific services you need, whether it’s social media management, SEO, website design, or video production. Some agencies provide comprehensive packages, while others focus on niche areas. Remember, specific needs are often best served by agencies that specialize in those areas rather than full-service firms.
Evaluate Experience: Look for agencies with a proven track record of working with churches or faith-based organizations. An agency that understands the religious sector’s unique challenges and opportunities will be better equipped to create marketing strategies for your church.
Check Reviews, Testimonials, or Case Studies: Speak with other churches the agency has worked with or check online reviews to get an idea of their reliability, communication style, and overall effectiveness. Some agencies even provide case studies and examples of their work on their site.
Assess Budget Alignment: Consider the agency’s pricing structure and ensure it aligns with your church’s budget. Remember, the cheapest option may not always provide the best value. Look for an agency that offers a balance of quality and affordability.

Above all, pick someone who has respect for the sector and will take time to understand your organization’s brand. In turn, you’ll find a church marketing agency that not only fulfills your needs but also helps your church thrive in today’s digital landscape.

Start Marketing Your Church

Selecting the right church marketing agency can make a huge difference in how your church communicates with its congregation and reaches new families. Whether you’re looking to enhance your online presence, boost attendance, or deepen community connections, the right agency will empower your church to thrive.

As you move forward, remember that investing in professional marketing support isn’t just about improving numbers—it’s about amplifying your church’s impact and making a lasting difference in the lives of those you serve.

To learn more about improving your church’s marketing, check out these free resources:

How to Apply for Google Grants: Get Approved in 4 Easy Steps: The Google Ad Grant is a powerful resource for boosting your church’s digital presence. Learn how to get started with this step-by-step guide.
Church Donation Letters: 8 Templates & Best Practices: Get free templates and explore best practices for creating inspiring donation request letters.
How to Plant a Church: A Guide To Successful Startups: Get practical tips and tools for launching a thriving church that meets the spiritual and practical needs of your congregation.

This guide explains how to pick the best nonprofit hashtags and provides suggestions for fundraising and volunteer hashtags.

The Best Nonprofit Hashtags To Grow Your Online Following

August 29, 2024/in Nonprofit Communications, Nonprofit Marketing /by Jessica King

Social media has become vital for nonprofits to spread awareness and rally supporters. One key social media tool you might not be using to its fullest potential is nonprofit hashtags.

These digital signposts are essential in the digital landscape, offering your nonprofit a way to organize its posts, find user-generated content about your cause, and guide potential supporters to your profile.

Even if you’re not particularly tech-savvy, you can still harness the power of these small-yet-mighty tools. To strengthen your digital strategy, we’ll share trending hashtags and tips for choosing the best ones for your cause:

Why Should You Use Nonprofit Hashtags?
How Do Different Platforms Use Hashtags for Nonprofits?
How To Choose The Best Nonprofit Hashtags
Best Nonprofit Hashtags To Try
Google Ads + Social Media = Stronger Online Presence

From Facebook to Instagram, mastering the use of nonprofit hashtags can significantly enhance your digital strategy. But why are they so important? Let’s start by exploring the benefits of using nonprofit hashtags to amplify your online presence and connect with your audience.

Why Should You Use Nonprofit Hashtags?

Hashtagging is one of the most powerful organic social media strategies. Incorporating effective hashtags into your nonprofit’s social media content offers these key benefits:

Organize Content: Think of hashtags as a way to categorize your posts, making it easier for users to discover your cause. This also helps your nonprofit track user-generated content related to your cause, so you can interact with or share it to foster a sense of community.
Enhance Visibility and Expand Reach: Hashtags help your nonprofit’s content appear in relevant searches, so you can reach a wider audience beyond your immediate followers.
Tap into Trends: By using relevant and popular hashtags, your nonprofit can join ongoing conversations and marketing trends. This increases the likelihood that your content will be seen, shared, and engaged with by a larger audience. Engaging in trending discussions can position your organization as a thought leader, helping to build credibility and attract attention.
Facilitate Cross-Platform Consistency: Using the same nonprofit hashtags across different social media platforms can establish a consistent brand presence. Consistent hashtags will reinforce your messaging and help users find all your social media pages, including your nonprofit’s Facebook, Instagram, X (formerly Twitter), TikTok, and LinkedIn.

As all these benefits show, hashtags are more than just a trending feature. They’re a strategic tool for enhancing your nonprofit’s social media efforts.

How Do Different Platforms Use Hashtags for Nonprofits?

Each social media platform uses hashtags slightly different to accommodate its unique audience, user behavior, and content discovery methods. Let’s explore some of the key differences and commonalities between how different platforms use this feature.

How Instagram Uses Hashtags

As a visual platform, Instagram uses hashtags to categorize content and expand its reach beyond your nonprofit’s followers. Instagram users often follow specific hashtags, allowing them to discover new content that aligns with their interests.

The platform supports the use of multiple hashtags per post, making it a powerful tool for visibility. You can use up to 30 hashtags on a post, and when using a public account, your posts will be visible on any corresponding hashtag pages.

After you publish a post, users can click the hashtag to see a page that displays all photos and videos people have uploaded with that hashtag.

How X Uses Hashtags

Formerly known as Twitter, X pioneered the hashtag. Primarily used for real-time conversations and news updates, hashtags on X help users join and follow trending topics.

The platform’s character limit encourages concise communication, making your nonprofit’s hashtags a critical tool for summarizing or joining broader conversations. Popular hashtags often turn into trending topics on the platform.

X recommends using no more than two hashtags per tweet. However, you can use as many as you want. Users can type hashtags into the search bar, click a hashtag in a post, or explore the Trending section of the Explore tab.

How Facebook Uses Hashtags

While you can use hashtags on Facebook, this feature is less central to the platform’s content discovery process. Facebook users tend to engage more with content from friends, groups, and pages they follow rather than exploring content through hashtags.

However, you can still use relevant nonprofit hashtags in your posts. They just won’t necessarily increase your content’s visibility.

In your posts, hashtags turn topics and phrases into clickable links. Similar to other platforms, you’ll see a feed of posts that include that hashtag when you click the link. You can also adjust your privacy settings to adjust who can see your posts with hashtags.

How LinkedIn Uses Hashtags

On this professional networking site, LinkedIn uses hashtags to categorize content by industry-specific topics, helping professionals discover relevant posts and connect with like-minded individuals.

By using nonprofit hashtags, your content can reach a broader audience beyond your direct connections. Hashtags also support brand building by positioning you as a thought leader and amplifying events and campaigns through centralized discussions.

Users can search hashtags, or click a hashtag to see related content and follow users who create discussions surrounding the topic. Similar to Instagram and X, users can follow hashtags on this platform. Users on LinkedIn recommend using two broad hashtags and one niche hashtag per post. You can also add hashtags directly to your nonprofit’s page so that it pops up in relevant search results.

How TikTok Uses Hashtags

Hashtags on TikTok play a vital role in the platform’s algorithm, influencing what content is recommended to users based on their interests and viewing history. By using trending or popular hashtags in captions, creators can enhance the visibility of their videos.

For example, if someone searches for #BookTok, they’ll find posts related to that particular subculture. TikTok also recommends trends and popular hashtags to users when they use the search function.

While TikTok allows multiple hashtags, captions are limited to 100 characters, meaning creators need to choose their hashtags strategically to make the most of the limited space. You can learn more about the power of TikTok and best practices for the platform with our ultimate guide to TikTok for nonprofits.

How YouTube Uses Hashtags

If you leverage video marketing, knowing how to use relevant nonprofit hashtags on YouTube can be pretty helpful.

When uploading a video or creating a Short on YouTube, you can add hashtags to your video title and description. Out of all the hashtags you add to your video’s description, up to three that the platform deems as the most engaging will appear by your video title.

Each hashtag will link to a results page that features other videos with the same hashtag. All hashtags will still appear in your video description, though. If a video or playlist has more than 60 hashtags, YouTube will ignore all hashtags on that content. Over-tagging may even result in your videos being removed from your uploads or from search results.

How To Choose The Best Nonprofit Hashtags

Choosing the right hashtags for your nonprofit’s social media posts is crucial for increasing visibility. With so many options to choose from, it can be challenging to know where to start.

To navigate this, try these key strategies to find and use hashtags effectively, so your content reaches the right audience:

Don’t use too many hashtags. Stick to a few relevant and impactful fundraising and volunteer hashtags that align with your content and cause. Otherwise, you risk overwhelming users with a big wall of hashtags. Remember, some platforms will remove your content or flag it for over-tagging.
Research popular and relevant hashtags. Look at the hashtags that other organizations in your field are using. Some social media platforms offer tools to research hashtag analytics. For example, you can use Instagram’s search bar to explore specific hashtags and see how many posts use that hashtag. You can also use social listening tools like Sprout Social and Keyhole to research hashtags related to your cause.
Test different hashtags. Experiment with different fundraising and volunteer hashtags to see which ones drive engagement. Don’t be afraid to try new ones and adjust based on what works best.
Incorporate trending hashtags. Stay current by incorporating trending hashtags when relevant to your content. This can help your posts gain additional visibility and tap into broader conversations.
Leverage cause-specific hashtags. Identify hashtags that are closely tied to your nonprofit’s cause. These can help you reach audiences who are already interested in your area of work.

By thoughtfully selecting and utilizing hashtags, your nonprofit can enhance its social media presence. Remember, the key to success is continual experimentation and refinement based on what resonates with your audience.

Best Nonprofit Hashtags To Try

To start your research, we’ve pulled statistics for various hashtags on Instagram. The stats you see are the number of posts using each specific hashtag, pulled directly from Instagram. While some of these recommendations are general, others are specific to causes, fundraising, and volunteering.

Remember, these are only suggestions. Each platform’s results will vary, and different hashtags will connect you with your unique audience.

Examples of General Hashtags for Nonprofits

#Charity (16.2M) – Ideal for connecting with a broad audience interested in giving back and supporting various causes
#Nonprofit (9.5M) – Best for showcasing your nonprofit’s work, events, and achievements and connecting with a broad audience of philanthropic people
#Compassion (9.3M) – Great for sharing stories that highlight empathy and care in your nonprofit’s work and for emphasizing the human impact of your initiatives
#MakeADifference (5.2M) – Good for inspiring action and rallying support for your cause, whether you want to encourage people to volunteer or contribute
#DoGood (3.4M) – Perfect for promoting acts of kindness and community service
#Activism (2.3M) – Great for advocating for social change or raising awareness about critical issues, helping you connect with activists
#PayItForward (2.3M) – Best for encouraging small acts of kindness and promoting initiatives where people can help others
#SocialGood (1.6M) – Ideal for highlighting initiatives that benefit society at large and demonstrating your nonprofit’s broader impact
#Changemakers (1.2M) – Effective for storytelling and recognizing the efforts of your supporters and staff
#GivingBackToTheCommunity (359K) – Perfect for posts that highlight community service and local engagement

Examples of The Best Fundraising Hashtags

#GiveBack (5.7M) – Best for encouraging generosity and promoting donation drives and community service initiatives
#Fundraising (4.6M) – Effective for promoting your campaigns and events focused on raising funds, so you can connect with a wide audience interested in supporting various causes financially
#GivingTuesday (2.6M) – Essential for posts around the annual global day of giving (called GivingTuesday) to mobilize support, encourage donations, and engage with a global community focused on philanthropy
#JoinTheMovement (1.6M) – Great for inspiring people to become part of your community of change-makers, rallying support, and promoting advocacy campaigns
#CharityEvent (1.4M) – Perfect for promoting events that benefit your nonprofit, helping you increase attendance, attract sponsors, and generate buzz
#FundraiserEvent (138K) – Effective at driving awareness and participation in your upcoming events
#GivingSeason (150K) – Best for holiday campaigns, encouraging year-end donations, and promoting seasonal giving initiatives during the end-of-year period when people are most inclined to give
#FundraisingFriday (27.1K) – Great for promoting recurring fundraising efforts and engaging your audience with regular updates and calls to action for donations
#YearEndGiving (22.3K) – Similar to #GivingSeason and is best used during the final months of the year to encourage last-minute donations and remind supporters of the tax benefits of giving

Examples of Cause-Specific Hashtags

#MentalHealthAwareness (25.1M) – Best for promoting mental health initiatives, sharing resources, and raising mental health issues and is highly effective during Mental Health Awareness Month
#MentalHealthMatters (14.1M) – Great for highlighting the importance of mental health support and works well for advocacy posts, resources, and personal stories
#EarthDay (7.5M) – Perfect for environmental nonprofits and their campaigns for Earth Day to promote sustainability efforts and encourage eco-friendly actions
#HumanRights (5.2M) – Good for advocacy posts that highlight human rights issues and efforts to combat injustice
#AnimalRescue (3M) – Best for promoting efforts in saving and rehabilitating animals, which is particularly effective for sharing rescue stories and adoption events
#WomensRights (2.3M) – Good for advocating for gender equality and promoting campaigns that focus on advancing the rights and status of women
#ClimateAction (2.1M) – Effective for mobilizing support for environmental policies and sustainable practices
#SocialJustice (1.9M) – Great for advocacy posts and awareness campaigns related to social justice issues and fighting inequality
#CleanEnergy (1.7M) – Effective for promoting renewable energy initiatives by environmental nonprofits
#DisabilityAwareness (1.5M) – Good for advocating for inclusivity and accessibility for individuals with disabilities
#AnimalWelfare (1.3M) – Best for promoting the ethical treatment of animals with campaigns that focus on animal rights, welfare laws, and cruelty prevention
#JoinTheMovement (1.6M) – Effective for rallying support and inspiring people to join your community of changemakers
#CleanWater (1.1M) – Best for campaigns and organizations focused on water sustainability and promoting access to clean drinking water
#YouthEmpowerment (1.1M) – Great for highlighting programs that support and inspire young people, such as those related to education and mentorship
#StopAnimalAbuse (491K) – Good for raising awareness about animal cruelty and advocating for stronger animal protection laws
#ProtectOurPlanet (459K) – Effective for campaigns focused on environmental conservation and rallying support for eco-friendly initiatives
#EndHunger (361K) – Ideal for promoting initiatives aimed at addressing food insecurity and hunger relief
#EndPoverty (323K) – Best for raising awareness about poverty and advocating for social and economic justice
#ChangeClimateChange (196K) – Good for advocating for raising awareness about climate issues and promoting sustainable solutions
#AnimalActivism (159K) – Great for engaging individuals passionate about animal rights and promoting animal rights advocacy campaigns, protests, and educational content
#ProtectOurParks (43.3K) – Ideal for promoting conservation efforts and the protection of public lands

Examples of The Best Volunteer Hashtags

#Volunteer (9.8M) – Best for promoting volunteer opportunities and highlighting the impact of volunteer work. However, avoid using it during the fall due to its association with the Tennessee Volunteers football program, which can flood the hashtag with unrelated posts.
#TogetherWeCan (1.7M) – Effective for fostering a sense of collective effort and rallying supporters around a common cause
#CommunityService (1.4M) – Ideal for highlighting local volunteer efforts and service projects
#GetInvolved (1.1M) – Good for encouraging people to participate in your nonprofit’s activities, whether through volunteering, donating, or spreading awareness
#CommunityImpact (303K) – Great for showcasing the positive effects of your nonprofit’s work within the community by sharing success stories, project outcomes, and testimonials
#ServiceAboveSelf (303K) – Good for emphasizing the altruistic nature of volunteerism and highlighting the selflessness of your volunteers
#PeopleHelpingPeople (351K) – Best for sharing stories of compassion and community support
#ActOfKindness (223K) – Effective in promoting small, everyday acts that make a difference, encouraging generosity, and sharing uplifting stories
#HopeForTomorrow (50K) – Good for inspiring optimism and forward-looking initiatives, such as campaigns focused on building a better future
#HelpUsHelpOthers (38K) – Effective for recruiting volunteers by emphasizing the collective effort needed to achieve your nonprofit’s goals
#ServeYourCommunity (23K) – Ideal for promoting local service opportunities and engaging with people who are passionate about giving back to their own communities

Google Ads + Social Media = Stronger Online Presence

Just as hashtags increase your visibility on social media, Google Ads can ensure your nonprofit appears at the top of search results, reaching people who are actively looking for causes like yours.

Using both social media and Google Ads creates a cohesive digital marketing strategy, driving site traffic from social media and search engines.

Best of all, eligible nonprofits can tap into this channel for free by applying to the Google Ad Grants program. You’ll receive up to $10,000 each month to spend on Google Ads that place your website at the top of Google search results for mission-related keywords. Here’s a rundown of the program:

How To Amplify Your Digital Presence With Google Ads

Experiment with these tips to align your nonprofit hashtag and Google Ads strategies:

Keyword Integration: Choose keywords that align with your most effective fundraising and volunteer hashtags. This ensures consistency in your messaging and helps reinforce your campaign themes across platforms.
Compelling Ad Copy: Craft ad copy that mirrors the messages in your social media posts. Include a call to action that encourages users to engage with your nonprofit.
Optimized Landing Pages: Ensure that the landing pages for your ads are optimized and continue the narrative from your social media posts. This provides a seamless experience for your audience.

For example, let’s say your environmental nonprofit is running a campaign focused on elephant conservation. Your organization strategically uses hashtags like #SaveElephants and #ProtectOurPlanet across social media platforms such as Instagram, Twitter, and Facebook to raise awareness.

Simultaneously, you run Google Ads targeting keywords such as “save elephants” and “protect endangered species.” These ads direct users to a landing page designed to encourage donations to that initiative and volunteer sign-ups, seamlessly echoing the call to action presented in your social media posts. This integrated approach helps to reinforce the campaign’s message across multiple channels, increasing your overall impact.

If you’re struggling to refine your Google Ads strategy, turn to an expert agency. At Getting Attention, we know how to pinpoint the right keywords and craft compelling ads that drive action, boost your digital presence, and comply with Google’s rules.

It’s Time To Pick Your Nonprofit Hashtags

By strategically selecting the right nonprofit hashtags, your organization can significantly amplify its reach, engage with new and existing supporters, and drive meaningful action toward your cause.

As you continue refining your hashtag strategy, remember to monitor performance, stay attuned to trends, and adapt your approach. By doing so, you’ll ensure that your nonprofit’s message resonates across platforms, creating lasting connections and advancing your mission in the digital age.

While you work on your social media strategy, check out these free resources about strengthening your digital presence:

Nonprofit Marketing: A Guide for Amplifying Your Mission: Discover everything you need to know about developing a strong nonprofit marketing strategy, including social media, direct mail, and paid ads.
SEO for Nonprofits: A Complete Playbook for Better Marketing: Search engine optimization is another effective organic marketing strategy, just like nonprofit hashtags. Learn the ins and outs of nonprofit SEO.
How to Optimize Your Facebook Ads for Nonprofits: 7 Tips: Strengthening your social media strategy may involve paid ads. Explore how to advertise your mission on Facebook.

This article explores Instagram best practices for nonprofits, including everything from nonprofit Instagram post ideas to the best features to use.

Instagram For Nonprofits: How to Expand Your Reach

August 29, 2024/in Nonprofit Communications, Nonprofit Marketing, Nonprofit Tools /by Jessica King

Scrolling through Instagram, you might feel like just another account in a sea of millions. But what if your nonprofit could stand out and spark real change?

Instagram for nonprofits is about more than posting beautiful photos; it’s about communicating your story and creating meaningful connections that push your mission forward.

With compelling visuals and smart use of the platform’s fundraising features, your nonprofit can cut through the noise and make a lasting impression on supporters. This guide will show you how to leverage Instagram’s unique features to support your nonprofit’s digital marketing efforts. Here’s what you’ll learn:

Is Instagram Effective for Nonprofit Marketing?
How To Make a Nonprofit Instagram Account
Top Instagram Features for Nonprofits
Instagram Best Practices For Nonprofits
Nonprofit Instagram Post Ideas
Instagram vs. Google Ads: Which Is Better For Your Nonprofit?

Ready to turn casual followers into committed supporters? Let’s dive into the power of Instagram for nonprofits.

Is Instagram Effective for Nonprofit Marketing?

According to the 2023 Nonprofit Tech for Good Report, 73% of nonprofits use Instagram. That high usability rate implies that the platform produces worthwhile results for these organizations. Otherwise, they wouldn’t spend time creating posts.

For one, Instagram is free for nonprofits to use (or anyone for that matter). That means you can build a strong presence on the platform without ever spending a penny other than the time it takes staff to work on your posts. However, you can pay to push your posts to a targeted audience for quicker growth.

Because it’s free, Instagram has an incredibly large user base with over 1.4 billion active users. Thanks to this wide reach, Instagram offers nonprofits a chance to connect with a diverse and global audience.

Here’s a rundown of some other benefits that Instagram offers nonprofits:

Enhanced Visual Storytelling: You can share powerful images and videos that convey the impact of your work in a way that text alone cannot. After all, visuals improve retention by up to 400%. Plus, the brain processes visuals up to 60,000 times faster than it does text, making your message understandable and memorable.
Variety of Posts: Use different post types like Stories to provide quick updates, Reels to share powerful videos, and Shopping to sell products. These formats offer diverse ways to engage your audience and showcase your nonprofit’s work.
Donation and Fundraising Tools: Instagram offers built-in fundraising tools, such as donation stickers for Stories and the ability to add a donation button to profiles. These features make it easy for followers to contribute directly to your nonprofit’s cause.

With the right strategy, even small nonprofits can create compelling content that generates awareness and support.

How To Make a Nonprofit Instagram Account

Instagram makes it easy for nonprofits to get started. Follow these steps:

Download the Instagram App: Download the Instagram app on your smartphone or access the platform on a desktop to begin the account creation process.
Create a Username: Choose a username that clearly represents your nonprofit. There’s a 30-character limit. For inspiration, the World Wildlife Fund uses @wwf, the American Red Cross uses @americanredcross, and Big Brothers Big Sisters uses @bbbsamerica.
Set Up Your Profile: Upload a profile picture. Most nonprofits use their logo. Then, write a concise yet impactful bio with fewer than 150 characters. You might feature contact information, and you can also add a link to your website. Note that you can add up to five links to your Instagram profile. Alternatively, use a tool like Linktree to drive users to a single landing page containing multiple links that are important to your nonprofit, like your donation page, volunteer opportunities, and so on.
Connect to Facebook and Other Platforms: Link your nonprofit’s Instagram account to Facebook and other social media platforms to streamline content sharing. This integration makes it easy to share your Instagram posts across different accounts simultaneously.

That’s it! Once you’re done, you should have a complete profile that looks something like this example from Greenpeace:

Once your profile is set up, share content that aligns with your nonprofit’s mission and engages your audience. However, there are a few more steps you can take to make your profile more helpful to your nonprofit, such as getting it verified.

How to Get Your Nonprofit’s Instagram Page Verified

Have you ever noticed some Instagram accounts with a blue checkmark? This indicates that that account underwent a verification process. Getting your nonprofit verified tells users that your nonprofit is legitimate, making them more likely to trust and interact with your content.

Apply for the verified badge by taking these steps:

Go to your profile and tap the hamburger icon (3 horizontal lines) in the upper right-hand corner of Instagram.
Select Business tools and controls.
Tap Request verification.
Fill out the form and hit Submit.

Once Instagram reviews your request, you’ll receive a notification in Activity up to 30 days after applying. If your request is denied, you can submit a new request 30 days later. Be patient because requesting a verified badge multiple times before receiving an answer will cancel your application.

How to Set Up Instagram’s Donation Tools

Just like Facebook, Instagram offers fundraising tools to nonprofits. To access these donation tools, nonprofits typically need to meet Instagram’s eligibility requirements, which include being based in a country where these features are supported.

Some of their donation tools are available only to organizations based in Australia, Canada, the United Kingdom, or the United States. The availability of these tools and the ability to fundraise on behalf of eligible nonprofits can vary by country.

To raise money on Instagram, follow these steps:

Apply for and be approved to use Facebook fundraising tools.
Switch your nonprofit’s account to an Instagram business account.
Link your nonprofit’s Instagram business account with your nonprofit’s verified Facebook Page.
Check that people are able to add Instagram donation stickers for your nonprofit. To enable this feature, click Publishing Tools at the top of your Facebook Page and choose Donation Settings below Fundraisers. Click the checkbox next to Allow people to add donation stickers on Instagram Stories and click Save.

From here, you can start fundraising on Instagram! If someone feels inspired by a heart-wrenching post about how your nonprofit rescues and rehabilitates abused animals, they can give without leaving the platform.

After all, 32% of donors are most inspired to give to a cause via social media. Cutting a few steps from the giving process can make donating a lot easier.

Top Instagram Features for Nonprofits

Instagram has plenty of features that can support your social media efforts. Beyond regular posts, here’s how to use the platform’s various features to engage your audience:

Instagram Stories are short, temporary posts that disappear after 24 hours, allowing nonprofits to share timely updates, behind-the-scenes content, and quick calls to action. Use Stories to highlight daily activities, share event reminders, showcase volunteer work, or provide updates on ongoing campaigns. Use interactive features like polls, questions, and donation stickers to make your Stories engaging. You can also organize your stories into groups that are displayed on your profile, so they won’t disappear.
Reels are short videos that can be up to 90 seconds long and are often set to music or trending audio. Use Reels to creatively tell your nonprofit’s story, share a beneficiary’s testimonial, and reach new audiences through Instagram’s algorithm.
Instagram Live allows nonprofits to broadcast live videos to their followers. With this feature, you might host Q&A sessions or give live updates from the field. This tool empowers you to connect with your audience in an authentic, unedited manner where viewers can interact and ask questions via comments.
Instagram Shopping allows nonprofits to tag products in their posts and Stories, directing followers to purchase items directly through Instagram. For nonprofits, this could mean selling branded merchandise, fundraising products, or items related to their cause.
The Explore page is where users discover new content tailored to their interests based on Instagram’s algorithm. Your nonprofit should create strong content by using relevant hashtags, engaging visuals, and trending topics to reach new audiences.
Instagram’s fundraising tools make it easy for followers to donate to your nonprofit without leaving Instagram. You can add an Instagram donate button to your profile and use donation stickers in your Stories that followers can tap to give. Supporters can also launch fundraisers for your cause. When they do, it’ll be added to their profile, and they can share the fundraiser on their posts, in their stories, and on live videos.

Instagram has no shortage of features! It’s just a matter of knowing which ones will be most impactful for your cause.

Instagram Best Practices For Nonprofits

Not sure how to harness all the great features Instagram offers? Let’s walk through several Instagram best practices for nonprofits that can transform your account from a simple profile into a dynamic hub of inspiration and action.

Enable your Instagram donate button.

Add an Instagram donate button to your profile to encourage donations. When users click the donate button, they’ll be taken to a simple donation form where they can choose their donation amount.

If your nonprofit already enrolled in Meta’s donation tools, take these steps to add an Instagram donate button to your nonprofit’s business account:

Tap the profile icon or your profile picture.
Tap the hamburger menu on your profile.
Tap Business, then tap Donations.
Tap the toggle button next to Add Donate Button to Profile.

Voila! Your profile should now have an Instagram donate button. Each time you post about your mission, encourage followers to visit your profile to give.

Share powerful photos.

Photography and visual information sharing is what Instagram does best! You should use high-resolution images that communicate your mission. Luckily, most smartphones have sufficient cameras, so you can snap photos in the field or at events without investing in an expensive camera. Plus, Instagram offers in-app tools to edit and filter your images, so you can tweak them just how you’d like.

Post a variety of images on Instagram to tell your story and inspire action:

Mission-centric images that put your cause at the forefront of your Instagram presence (e.g., an environmental nonprofit might post pictures of natural landscapes, wildlife, or conservation efforts)
Before-and-after photos of individuals or communities who have benefited from your programs to showcase the real-life impact of your work
Behind-the-scenes pictures to give followers an inside look at your team in action, volunteers at work, or the preparation that goes into your events and campaigns
Event highlights to capture your latest campaign’s energy and show supporters the tangible results of their involvement
Infographics and similar images that educate your audience about the issues you’re addressing

By sharing a mix of these visual elements, you’ll engage your audience, strengthen your nonprofit’s brand, and inspire followers to take meaningful action.

Use pinned posts.

Instagram allows you to pin three posts to the top of your profile grid. To use this feature, click the three dots next to one of your posts or Reels and select Pin to your profile.

Think carefully about what posts you pin. You want each one to be directly related to your cause and tell users what they need to know about your work. For example, you might pin news, announcements, a post about beneficiaries, a call to donate, or other content that highlights your mission.

Collaborate with influencers and organizations.

Collaborating with influencers, sponsors, and other nonprofits can significantly expand your reach on Instagram. By partnering with individuals or organizations that align with your mission, you can tap into their audience and amplify your message. Influencers who are passionate about your cause can share your content, participate in campaigns, or even host Instagram takeovers.

For instance, an environmental conservation organization might partner with an influencer who reviews eco-friendly products or sustainability best practices. For a real-life example of influencer marketing on Instagram, check out this post:

God’s Love We Deliver aims to alleviate hunger and malnutrition among people living with serious illnesses. To market its mission, their marketing director asked supporters to decorate a plate of cookies to be sent to those in need and promote the finished products on their individual social media pages. The organization sent sugar cookies and decorating kits to influencers to get involved.

Working with influencers typically incurs costs but can be incredibly beneficial if you work with ones who can connect you with your target audience. Plus, you can get creative like God’s Love We Deliver did to minimize costs.

Shout out committed supporters.

Recognizing your most dedicated supporters on Instagram is a powerful way to show appreciation and strengthen relationships. By tagging and publicly thanking these individuals or sponsors, you’ll make them feel valued and encourage others to engage more deeply with your nonprofit.

eCardWidget’s volunteer recognition guide explains that individuals can easily share social media posts, making these platforms effective for showing appreciation. For instance, a supporter might share your appreciation post to their Instagram Story, prompting others to check out your page.

Whether it’s a volunteer who went above and beyond or a donor who made a significant contribution, giving them a shoutout can inspire more people to support your cause. Just be sure to ask individuals for their permission before publicly recognizing them. Remember, not everyone enjoys the limelight!

Use Instagram Ads.

Instagram Ads are a powerful tool for nonprofits to reach a larger and more targeted audience. According to recent statistics, 47% of nonprofits that spend money on social media advertising allocate some of their budget to Instagram. That indicates that it’s an effective platform for those organizations.

By investing in paid advertising, you can connect with your target audience by promoting specific campaigns, events, or fundraising efforts. For example, you could create an ad that highlights a recent success story or invites followers to register for an upcoming event. This strategic use of Instagram Ads can drive engagement and donations.

Create a posting schedule.

Consistency is key when it comes to building a strong presence on Instagram. To maximize engagement, it’s important to create a regular posting schedule.

According to SocialPilot, the best time to post on Instagram is between 7 a.m. to 9 a.m. EST on weekdays, which tends to generate higher engagement. Their study examined 50,000+ Instagram accounts.

While that’s generally the best time, their recommended times vary for each day of the week. Generally, here’s when their findings say it’s safe to post:

Before and after work hours (6 a.m.-9 a.m., 5 p.m.-6 p.m.) are reliable times to post.
Lunch hours (12 p.m.-2 p.m.) are also effective since people likely check their Instagram during downtime.
Weekends are the least popular days to post, but you can still post until about 2 p.m. before engagement drops off.

Of course, these are just generalizations. Pay attention to your audience’s habits by observing when they interact with your posts.

Also, plan your posts ahead of time, and consider using tools like Meta’s Creator Studio to schedule Instagram Reels or other content in bulk. On average, nonprofits post 4.9 times per week on Instagram, so aim to maintain a steady flow of content that keeps your audience engaged.

Use relevant hashtags.

Hashtags can increase your nonprofit’s visibility on Instagram. Start by choosing ones that are directly related to your mission, such as #CleanWaterCampaign or #AnimalRescue, to attract an audience interested in your cause.

Creating a branded hashtag, like #YourCauseName, can further help build a community around your nonprofit and track user-generated content. While niche hashtags are important, don’t forget to include popular ones like #Nonprofit or #DoGood to reach a broader audience of people searching for these terms on the platform, so you can boost your posts’ visibility across the platform.

Nonprofit Instagram Post Ideas

Not everything you post has to be groundbreaking. However, you do need to change up your content every once in a while to keep followers engaged in your mission and work.

To introduce some creativity into your posts, try out these nonprofit Instagram post ideas:

Photos of Beneficiaries

Share impactful images of the people or communities your nonprofit supports. These visuals can create a powerful connection with your audience by showing the direct impact of their contributions.

Supporter Shoutouts

Post pictures of your supporters, share their stories, and express gratitude for their contributions. You might spotlight individuals or post group photos. Either way, include a heartfelt thank-you in your caption.

This not only recognizes their efforts but also encourages others to get involved.

Cross-Promotions of Your Site Content

Use Instagram to drive traffic to your website by sharing snippets or visuals related to blog posts, reports, or other digital content. Include a call-to-action in your captions to visit your site for more information, and if you have room, add the link to the content in your bio.

Donor, Volunteer, and Partner Testimonials

Feature testimonials from donors, volunteers, and partner organizations to showcase their experiences and the positive impact of their support. This helps build trust and credibility with your audience. After all, 88% of consumers trust recommendations from others over other types of marketing.

Sneak Peeks and Behind-the-Scenes Content

Offer your followers a glimpse behind the curtain with videos or photos from your office, events, or campaign preparations. For instance, you might give a tour of a new community center that their donations helped fund, building excitement for the work being done. This transparency can foster a deeper connection with your audience.

Crowdsourced Content

Encourage your community to share their own stories or photos related to your cause. They can use your nonprofit’s hashtag and tag your organization, so that you can find and repost it. Reposting user-generated content not only provides authenticity but also strengthens community bonds.

Mission-Related Statistics

Share key statistics or facts about your mission using visually appealing infographics like this example from Feeding America’s Instagram:

Infographics are highly shareable and can educate your audience on the importance of your work. Be sure to feature captivating visuals related to your mission matched with thought-provoking statistics. Follow graphic design best practices by using vibrant colors, clear visual hierarchy, key facts, readable fonts, and your logo.

Event Recaps

Post photos and videos from recent events to show off all the fun your community had while furthering your mission. Be sure to share results, such as the total amount raised or number of participants.

Educational Content

Post educational content related to your cause, such as tips, how-tos, and myth-busting posts. This positions your nonprofit as an expert in its field and provides useful information to your audience.

Diversifying your content strategy can help maximize your reach. These are just a few Instagram post ideas to get the ball rolling. Get creative, and pay attention to which posts drive the most engagement.

Instagram vs. Google Ads: Which Is Best For Your Nonprofit?

Nonprofits have more opportunities than ever to reach supporters online. With so many advertising platforms available, choosing the right one can be challenging.

Instagram and Google Ads are two of the most powerful tools in your nonprofit’s digital toolkit, and each offers unique ways to connect with your audience. To help you decide the best fit for your organization, here’s a rundown of both platforms:

Instagram Ad Overview

Instagram’s visual-centric platform offers nonprofits a unique way to tell their stories and connect with audiences on an emotional level. Through eye-catching photos, videos, and interactive features like stories and reels, advertising on Instagram can capture users’ attention when scrolling through their feeds.

Nonprofits can use Instagram’s advanced targeting options to reach specific demographics, interests, and behaviors, making it easier to connect with supporters who are passionate about their cause. Whether it’s through sponsored posts, carousel ads, or story ads, Instagram provides a variety of ad formats for engaging a younger audience.

Instagram Ad Format

You can pay to promote your content via Reels, Stories, Explore, and Feed.

Here’s an example of a carousel ad that appears in the Instagram Feed. It can showcase up to 10 images or videos, each with its own link. That means you can highlight different programs your nonprofit has or products you’re selling:

Instagram recommends including 2-10 images or videos with a 1:1 ratio and a resolution of 1080 x 1080. Your text will include a headline with a 40-character limit, primary text with a 125-character limit, and a landing page URL for a CTA.

Google Ads

By targeting specific keywords, Google Ads allows your organization to reach supporters and beneficiaries actively searching for information, services, or causes related to your mission.

With over 90% of the search engine market share, Google Ads helps nonprofits drive direct actions such as donations, volunteer sign-ups, and event registrations. The ability to target by keyword, location, and audience demographics makes Google Ads essential for nonprofits aiming to reach a large, relevant audience.

Google Ad Format

Google Ads are text-based and include these components:

Headlines: Think of these as the title of your ads. Include up to three headlines that are up to 30 characters each. They’ll be separated by a vertical pipe and may show differently based on users’ devices. Your headline will appear as clickable text and lead to your desired landing page.
Display URL: This includes your website’s domain and optional “Path” text. This helps users understand where they’ll be directed when they click your ad.
Description: This appears below your headline and URL. Describe a description of your mission and the landing page’s content. Be sure to include a call to action, such as “Volunteer today!” or “Donate now!” You can use up to 2 descriptions with 90 characters each.
Assets: Extend your ads with assets, formerly called extensions. For instance, sitelinks include links to additional landing pages, and the call extension makes it easy for mobile users to tap and call your organization.

Here’s an example of a Google Ad for the World Wildlife Fund that promotes the nonprofit’s elephant rescue efforts. To see this ad, people would have to search “save elephants” or similar keywords. Notice the sponsored label and links to additional landing pages that users might be interested in:

Know that Google also offers responsive search ads (RSAs) which allow you to upload up to 15 headlines and 4 descriptions for a single ad. Then, Google will automatically cycle through these to find the best-performing combination. Think of it as automated A/B testing.

Comparing Costs and ROI

Instagram offers a few pricing models, including cost per click (CPC), cost per engagement (CPE), and cost per thousand impressions (CPM). Meanwhile, Google Ads primarily operates on a cost-per-click (CPC) model. Different keywords have different bid amounts, and you only pay if you win the auction and someone clicks on your ad. The amount you pay per click depends on factors like keyword competitiveness, your bid, and the quality of your ad.

One huge advantage Google Ads has is the Google Ad Grant program, which offers up to $10,000 each month to approved nonprofits. That means you can advertise for free. Although, most nonprofits outsource the work to an agency to drive even greater results and bypass the learning curve of advertising.

Here’s a rundown of the program:

Instagram ads tend to have higher engagement rates, which can translate to better value to nonprofits focused on building brand awareness. On the other hand, Google Ads often delivers a higher return on investment (ROI) for actions like donations or event registrations since advertisers target users specifically searching for their causes.

When To Use Each Platform

Instagram ads are ideal for building brand awareness. They’re best for telling your nonprofit’s story in an engaging format and driving interest in upcoming events and campaigns.

Google Ads are best for promoting involvement opportunities like generating donations, volunteer sign-ups, and event registrations by targeting users with specific search intent. It’s also great for increasing website traffic, promoting educational content, and ensuring your nonprofit appears at the top of search results for mission-related keywords.

Separately, Instagram and Google Ads are strong platforms spreading mission awareness. Together, they can be an unstoppable force for driving actions among your target audience. Find a balance of both channels for the best results.

Get to Work on Your Nonprofit’s Instagram Presence

Instagram for nonprofits is more than a social media platform; it’s a powerful tool for connecting with supporters and telling your organization’s story. From engaging visuals to interactive stories, nonprofits can leverage Instagram’s unique features to build a community of dedicated followers.

With the right strategy, your nonprofit can turn Instagram into a cornerstone of its digital outreach. While hashing out your strategy, check out these other resources about improving your digital presence:

Creating Meaningful Messages: Copywriting For Nonprofits. While your images and videos will do the heavy lifting on Instagram, your nonprofit will still need to write compelling captions to inspire support. Explore strategies for elevating your writing.
Google Grants Eligibility: How to Check Yours & Get Started. Discover whether your nonprofit qualifies for free advertising on Google, so you can round out your digital marketing strategy with paid ads.
Getting Started with YouTube for Nonprofits in 3 Steps. Just like Instagram, YouTube is a powerful visual marketing platform for nonprofits. Google even offers a special program that offers nonprofits unique features to drive donations. Learn more with this guide.

Google Grants Eligibility: Will Your Nonprofit Be Approved?

August 27, 2024/in Google Ad Grants, Nonprofit Communications /by Jessica King

The Google Ad Grants program empowers eligible nonprofits to gain attention without straining their marketing budgets. Receiving a monthly grant of $10,000 to spend on Google Ads will boost your nonprofit’s website traffic via Google Search. But first, you need to meet the necessary Google Grants eligibility criteria.

While Google Grants are a valuable resource for nonprofits, not all organizations are qualified to receive the funds. To find out your status, we’ll walk through everything you need to know about verifying your nonprofit’s Google Grants eligibility. We’ll answer these common questions:

What is the Google Ad Grant?
Why should I check my nonprofit’s Google Ad Grants eligibility?
Why are there Google Ad Grants requirements?
Which nonprofits are eligible for Google Grants?
How do I verify my nonprofit’s Google Grants eligibility?
Can my nonprofit lose its Google Ad Grant eligibility status?
Are there experts who can verify my Google Grants eligibility?
Once I’m verified, how can I make the most of Google Grants?

Our certified Google Ad Grant agency strives to help nonprofits secure and make the most of the grant. Since we stay updated on the latest Google Ad Grants requirements, we have all the necessary experience to help you maximize this digital marketing opportunity.

In a rush? Watch this overview video to learn everything you need to know about Google Grants eligibility:

Otherwise, read on to learn more about the program’s impact, eligibility criteria, and application process.

What is the Google Grant?

Google Grants, also called Ad Grants or AdWords Grants, is a Google-run marketing grant program that awards eligible nonprofits with $10,000 in ad credits each month. Grant recipients can use these funds to bid on different cause-related keywords. When allocated effectively, these credits provide a cost-free way for nonprofits to advertise their most important web pages at the top of Google search results.

For instance, let’s say you’re a philanthropic individual with a strong passion for ending elephant endangerment. With this in mind, you might visit Google and search for “end elephant endangerment” or “save the elephants.” To attract potential supporters like you, a wildlife rescue charity or world conservation organization might use their Google Ad Grant to bid on these terms and direct you toward their donation page.

Unlike most nonprofit grant programs, all nonprofits that meet Google Ad Grants requirements can receive $10,000 per month—there is no limit to the number of nonprofits that can participate. There’s no need to re-apply either. As long as you comply with the Google Ad Grant requirements, you’ll continue receiving the funds each month.

How do search ads differ from organic results?

When you conduct a Google search, you’ll notice the search results page (SERP) is comprised of paid ads and organic results like this:

To rank organically, you’ll need to optimize your site’s content based on search engine optimization (SEO) best practices, such as effective keyword usage and user-friendly content.

Here are the key differences between paid and organic results that your nonprofit should know:

Placement: Search ads appear at the top or bottom of the SERP. Organic results are unpaid listings that appear based on the search engine’s ranking algorithm, typically below search ads.
Cost: Advertisers pay for each click on their ads, and costs vary based on factors like competition for keywords. There is no direct cost associated with organic listings aside from investing in SEO efforts.
Appearance: Google Ads are marked with a “Sponsored” label and include extensions to display phone numbers, additional landing pages, or extra text. Organic results display the page title, URL, and meta description and don’t include extra features seen in ads.
Speed of Results: Ads can immediately rank as soon as the campaign is launched. Achieving high organic rankings takes time and consistent effort, often months before seeing significant results.
Targeting: Advertisers have precise control over who sees their ads. They can target specific demographics, locations, devices, and time of day. Organic rankings are determined by the search engine’s algorithm, which considers factors like relevance, authority, and user experience. There’s no direct control over who sees the results.

Both strategies have their advantages. While SEO builds long-term visibility in organic search results, Google Ads provide immediate, targeted exposure to boost campaign reach and drive quick action. A marketing strategy that combines paid and organic search will help you take up more real estate on SERPs for important keywords.

Why should I check my nonprofit’s Google Ad Grants eligibility?

Free advertising on the world’s most popular search engine can revolutionize how your nonprofit reaches supporters online. After all, 98% of searchers click a result on page 1 of Google, and Google Ads can put your most important content front and center for important keywords.

When you confirm your Google Ad Grants eligibility, you’ll benefit from:

Enhanced online visibility and reach
More interactions with your nonprofit’s website, particularly with your most important content like your donation or volunteer form
Complimentary analytics to measure campaign performance
The ability to run multiple ad campaigns at once
The potential to increase online donations, event registrations, volunteer sign-ups, email subscriptions, and advocacy participation

These benefits add up to driving more awareness for your nonprofit and, in turn, achieving your conversion goals. All you have to do is confirm your Google Grants eligibility, apply for the program, and start creating your ad campaigns.

Why are there Google Grants requirements?

Most companies that offer corporate philanthropy programs want to support organizations whose missions align with theirs. After all, their name is attached to any nonprofit it funds. That’s why, just as with any other grant, there are several Google Grants eligibility rules you must meet before qualifying for ad credits. Even once you’re approved, you’re expected to follow a series of Ad Grant restrictions and requirements.

While you might not have to compete for funds, Google still wants to ensure that you’re promoting a legitimate cause and exercising proper security precautions online. Having Google Ad Grants requirements in place prevents the following scenarios from occurring:

Dishonest groups might gain access to ad funding and trick unsuspecting users into revealing sensitive information, such as credit card details or home addresses.
Even while pursuing an honest cause, an organization’s website may not have sufficient security measures in place, so information provided by donors or volunteers can be intercepted by hackers.
An organization might send users to a website without valuable content, resulting in a poor user experience for Google users.

The Google Ad Grants requirements proactively address these potential situations before they can occur, ensuring that the program delivers value to nonprofit grant recipients, charitable supporters, and Google itself.

Which nonprofits are eligible for Google Grants?

Fortunately, Google is very straightforward in its eligibility standards. The program is available in over 65 countries, and while the exact Google Ad Grants requirements vary from country to country, they generally follow the same structure.

Here’s a checklist to walk through to confirm your eligibility:

To qualify for the program, your nonprofit must:

Currently hold valid charity status in your country. In the U.S., that means being registered as a 501(c)(3) organization with the IRS.
Be registered with Google for Nonprofits. If you’re not already registered, we’ll explain this process later.
Agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
Comply with Google’s website policy by having a functioning website with substantial, valuable content.

To help you better understand these requirements, let’s discuss the main criteria Google will look at when determining a nonprofit’s Google Grants eligibility.

Requirement 1) Type of Nonprofit Organization

In the U.S., only 501(c)(3) nonprofits can receive ad funding through the Google Grants program. 501(c)(3) means that the Internal Revenue Service (IRS) recognizes the nonprofit as an official charitable organization and thus exempts it from federal tax obligations.

The Google Grants program factors in a nonprofit’s specific industry as well. Note that these three sectors are ineligible to participate:

Government-affiliated organizations and entities
Hospitals and other healthcare organizations (charitable arms or foundations associated with healthcare organizations are eligible)
Schools, academic institutions, and universities (philanthropic arms of educational organizations are eligible)

Note that these eligibility requirements are specific to Google Ad Grants. Google offers other programs, such as Google for Education, that organizations can take part in.

Requirement 2) Website Quality

According to the official website policy for Google Ad Grants, Google also evaluates a nonprofit’s website to determine its eligibility for the program. Since ads purchased via Google Grants will direct search engine users to a nonprofit’s website, Google wants to be sure that the content is both valuable and fulfills users’ search intent.

When assessing a website, Google looks for:

Website ownership. Your nonprofit must own the domain that users are directed to when clicking on your Google Ad. You can purchase a domain through a registrar like GoDaddy or Cloudflare.
Clear and detailed descriptions of your organization’s mission and activities. Your website should have updated, high-quality content with essential information about your nonprofit. For instance, post an “About” page, feature a page with board or staff members, and include your EIN in your footer.
Unique content. Your site should feature content that is exclusive to your nonprofit and not found elsewhere on the internet.
No broken links. Broken links no longer lead to their intended destinations. Instead, they send users to a 404 error page. Be sure to frequently check your links and update them as necessary, such as by implementing a redirect to a relevant piece of content.
A quick load time. There are many ways to optimize your website’s load time. For instance, keep your site running quickly by using smaller, compressed images as opposed to oversized ones.
HTTPS security. An HTTPS-secured website is encrypted, offering users greater protection and privacy during their browsing. You can purchase an SSL from a Certificate Authority like Symantec or Comodo.
Noncommercial activity. Commercial activity, such as product sales or consultation offers, should not be the sole purpose of your website. If any commercial content appears on your website, you must clearly describe how it supports your mission. In certain cases, you must include an annual report detailing how your organization used commercially obtained funds.
Limited advertisements. All ads on your website must be relevant to your mission and unobtrusive to site visitors.

In short, your website needs to be a high-quality destination for search engine users. While all of these Google Grants requirements for your website might seem rigorous, a well-maintained website will already meet many of these qualifications without requiring substantial changes. Plus, following these regulations ensures you’re also complying with many 501(c)(3) website legal requirements.

Requirement 3) Compliance With Program Policies

To be eligible for Google Ad Grants, your nonprofit must comply with various program policies set forth by Google. This includes following the Google Ad Grants terms and conditions, standard Google Ads policies, Google’s general terms and conditions, and account management policies. Some of these policies enforce:

Not using ads, keywords, or landing page destinations that promote hatred, intolerance, discrimination, or violence.
Not abusing the ad network. In other words, you cannot run ads, content, or destinations that attempt to trick the ad review processes.
Ensuring that any collected data, such as full names, email addresses, mailing addresses, phone numbers, sexual orientation, and race or ethnicity, is handled with the utmost care and respect for privacy.

If you’re still unsure if your nonprofit qualifies for the Google Grants program, reach out to our team to verify your eligibility and keep your account in compliance. As we’ll explore later, Google Ad Grants experts (like our team at Getting Attention) are dedicated to learning and staying informed on Google Grants eligibility and compliance rules, allowing you to devote your time to other priorities.

Takeaway: Google has quite a few eligibility requirements your organization must meet to qualify for the Google Grants program. However, amplifying your mission is well worth the time you’ll spend checking into your Google Grants eligibility!

How do I verify my nonprofit’s Google Grants eligibility?

Once you’ve determined your nonprofit’s Google Grants eligibility, it’s time to start the verification process. This is where you’ll actually fill out the program’s application.

Luckily, the application process is the easiest part of managing your Google Grant account. So long as you’ve got everything squared away with your eligibility, you can start the process as soon as you’re ready. Here are three easy steps you’ll need to follow:

Sign up for a Google for Nonprofits account. Before you apply, your nonprofit needs to create a Google for Nonprofits account, which involves providing your tax identification number, nondiscrimination policies, and general contact and organization information. This account offers many tools your nonprofit can take advantage of, like Google Workspace and the YouTube Nonprofit Program. Account approval could take several days, so get started as soon as possible.
Wait for verification from Percent. Percent is a trusted partner that will validate your 501(c)(3) status for Google. When you apply for Google for Nonprofits, your information will forward your information to Percent for you. Keep an eye on your email in case Percent requests any additional information or documentation.
Apply for the Google Grant. Once your Google for Nonprofits account is activated, you can access the Google Ad Grant application. Within your account, click “Get started” under Google Ad Grants, submit your website’s URL for security verification, watch the welcome video, click the checkbox to confirm you’ve done so, and submit your activation request. Google will email you an invitation when your application is approved in about 3 business days.

Since Google manually reviews applications, it’s best to start sooner rather than later. Once you’ve been approved, you can create your Google Ads account and configure your campaigns to best suit your goals.

If this process seems a bit intensive, consider turning to professional assistance. Getting Attention specializes in helping nonprofits apply for Google Ad Grants, so reach out for a free consultation! We’ll confirm your Google Grants eligibility, so you can start promoting your nonprofit.

Can my nonprofit lose its Google Ad Grant eligibility status?

Yes, it’s possible to lose your Google Grants eligibility. If your nonprofit doesn’t comply with the Ad Grant program’s policies, Google will suspend your account. This, of course, can be easily avoided by following these best practices:

Maintain an active account. Google wants to see that you’re making good use of the grant, so log in frequently and update your campaigns based on results.
Make your ads relevant to your specific audience. Create ads that target your desired audience by both topic and region. Your ads should accurately reflect your nonprofit’s mission and reach relevant users online.
Evaluate keywords monthly. Check your nonprofit’s keywords often to see what’s working and what isn’t. Then, re-strategize as necessary. Additionally, it’s critical to avoid using single-word keywords, overly generic keywords, or keywords with a quality score of 1 or 2.
Maintain a 5% click-through rate (CTR) and drive meaningful conversions. Failing to meet this standard for two consecutive months can result in account deactivation. You also need to report at least one meaningful conversion (e.g., a donation, volunteer sign-up, event ticket sale) per month. Use Google Analytics to stay on top of your CTR and conversions, so you can jump into action swiftly if you notice any negative trends.

When the program was first established, there weren’t any formal Google Ad Grants requirements in place. This led to nonprofits advertising unhelpful content and targeting keywords that didn’t align with user intent, thus connecting them with unqualified prospects. Because of this, Google launched its official compliance rules in 2018 to encourage nonprofits to develop thoughtful ad strategies that drive meaningful conversions.

Luckily, Google provides a number of resources to help you meet Google Grants eligibility criteria. For example, to improve CTR, you can pause keywords that are generic or have a low CTR.

What do I do if I lose my eligibility?

If you’ve lost your Google Grants eligibility, there’s no need to stress. Google has a clear process for requesting account reactivation, and they’ll often indicate where you fell short of the account requirements.

Review any communications from Google or check your Google Ads account to understand why your eligibility was lost. Once you know the reason, take corrective actions. This could involve adjusting your ad copy, keywords, landing pages, or account settings to comply with Google Ad Grants policies. After resolving the issues, you can apply for reinstatement by contacting Google Ad Grants support.

A Google Grants consultant can direct you through the reactivation process if you need help.

Are there experts who can verify my Google Grants eligibility?

Oftentimes, nonprofits will look to traditional marketing agencies for their Google Grants needs. However, the Google Grants program differs quite a bit from standard Google Ads. Therefore, it’s best to look for Google-certified agencies that specialize in Ad Grants.

Getting Attention is an official Google Partner, meaning our high-quality services have been recognized by Google. As such, we’re ready to help you every step of the way. Here are a few of the many services we can provide your nonprofit throughout your Google Grants journey:

Google Grant Application: Our experts can confidently walk you through your application with a high success rate for acceptance. We’ll check your Google Grants eligibility and explain all of the essential steps so your account gets approved on the first try!
Strategy Creation and Campaign Setup: Our team will create ads that target the right keywords, communicate your mission effectively, and support your nonprofit’s goals.
Routine Account Optimization: While you focus on your nonprofit’s mission, we’ll refine your keyword lists, adjust bid strategies, tweak ad copy, and ensure compliance with Google’s rules. We’ll keep a close eye on performance data and conduct tests to determine which ads inspire conversions.
Monthly data reporting. We’ll keep you in the loop with transparent reports that cover metrics like click-through rates, clicks, conversions, and ad spend.
Google Grant Reactivation: If your account is ever suspended, we can help get it back up and running in no time.

Our goal is to drive meaningful actions for your cause and expand your online presence. If you’re interested in learning more, we’re happy to chat with you about your Google Ad Grant goals. Request a free consultation today, so we can start shaping your Google Ad Grants strategy.

Can I set up Google Grants and run it myself?

You can set up and run Google Grants yourself, but you’re likely better off working with a Google Grants manager. While you can confirm your eligibility and create your own ads, the program involves a steep learning curve, and there’s a lot to master to ensure your ads are effective.

An expert can guide you through the process, offering the exact level of support you need—whether it’s managing every aspect of your account or simply providing tailored recommendations to improve your ads.

Once I’m verified, how can I make the most of Google Grants?

Applying for the Google Ad Grants program is one thing, but fully leveraging the program is another. Consider these savvy tips for making the most of your Google Grants account:

Optimize your ads’ landing pages. The pages that you direct traffic to via your Google Ads will drive more conversions if they align with digital marketing best practices. First, include your chosen keyword and variations throughout the page’s copy to signal that the ad and the page have the same intent. Then, create compelling calls to action that encourage users to take the next step and convert. Finally, fix any user-experience issues, such as fixing a poor mobile experience with responsive design elements.
A/B test your ads. The best way to determine which advertising approach works best for your audience is to experiment with different strategies. Take a few distinct approaches to your ad copy and test them with your audience. Then, gauge which approach yields the best results based on your chosen key performance indicators (KPIs). For inspiration, check out our list of nonprofit advertising examples.
Use ad assets. Expand your ads with assets. For instance, Google Ads offers sitelink assets, which allow your nonprofit to advertise important links with your ad besides the primary landing page. Add additional links to a contact page, about page, or involvement opportunities where users can learn more about your nonprofit and get involved. Explore different assets you can use, such as call extensions to append your phone number and callouts to add extra text ads.

Following these tips will help you transform a good Google Grants campaign into an amazing one! Just ensure that you stay on top of your ads’ performance so you can continually improve your approach.

Next Step: Confirm your Google Grants eligibility

From improving your website to working with a specialized agency, we’ve covered the ins and outs of meeting the Google Grants eligibility requirements. Hopefully, you’re now able to assess your own nonprofit’s eligibility and get started on the application process. If not, our team is always here to help!

Remember, confirming your eligibility is only the beginning. There’s so much to optimize when it comes to managing a Google Ad Grants account, and the possibilities for inspiring new prospects through the program are endless.

If you’re interested in learning more about effective account management, review the following resources to elevate your nonprofit’s marketing and meet your mission goals through Google Ad Grants:

How to Optimize A Google Grant Account: Top Tips & Mistakes. Once you’ve gained access to the program, configure powerful campaigns using the tips in this guide!
Google Grants Agency: How To Hire an Expert & Our 5 Choices. If you’re thinking about having a professional confirm your Google Grants eligibility and manage your account, be sure to check out this guide from re:Charity first.
Are Google Ad Grants Confusing You? Become an Expert Now! There’s certainly a lot you need to know to leverage Google Ad Grants effectively. If you’re looking to understand more about the program, this guide offers some helpful advice.