Did you know it takes 18-20 points of contact to reach a new donor for the first time? For nonprofits, developing an effective multichannel marketing plan is key to spreading awareness, engaging new prospects, and deepening donor relationships. However, a lot goes into crafting the perfect strategy for your organization, from setting goals to your marketing data.
In this comprehensive nonprofit marketing guide, we’ll walk through everything you need to know to refine your marketing efforts. Here’s what we’ll cover:
At Getting Attention, we empower nonprofits to expand their nonprofit marketing capabilities with the Google Ad Grant. While we’ll explore that channel a bit more later, know that it’s a powerful addition to any nonprofit’s toolkit.
Regardless of your nonprofit’s size, budget, or staff resources, taking the time to optimize your current marketing strategy can go a long way toward securing more support for your mission.
What is Nonprofit Marketing?
Nonprofit marketing encompasses the diverse strategies and channels that nonprofits use to promote their causes, secure donations, attract new supporters, and retain existing ones. Effective nonprofit marketing amplifies the organization’s mission and fosters meaningful audience engagement.
Organizations often create nonprofit marketing plans to allocate their budgets, time, and efforts efficiently. This plan typically outlines the core mission, tone, target audience, preferred marketing channels, and branding elements, ensuring a cohesive approach to reaching supporters.
Inbound vs. Outbound Marketing
There are two main approaches to nonprofit marketing:
- Inbound marketing refers to methods of attracting prospective supporters’ attention through unpaid promotion or content production. Commonly, this includes search engine optimization (SEO), blogging, and organic social media posts. SEO, in particular, helps your content rank highly on search engine results pages, making it easier for potential supporters to find your nonprofit online. It’s especially useful for organizations that sell programming or services.
- Outbound marketing, often referred to as “advertising,” relies on paid media to reach potential supporters. You might use Google Ads, social media ads, radio ads, or any other paid outlet to promote your mission.
While inbound marketing attracts potential supporters whose interests align with your mission, outbound marketing can extend your nonprofit’s reach to people who might not otherwise encounter your cause. Finding the perfect balance between inbound and outbound channels enables you to cast a wider net and reach more prospects.
Benefits of Nonprofit Marketing
A thoughtful and comprehensive nonprofit marketing plan allows your nonprofit to:
- Boost awareness. Effective nonprofit marketing increases mission awareness, ensuring more people understand your goals, why they matter, and the work you’re doing to achieve them. This heightened visibility can attract new supporters.
- Increasing funds. By spreading cause awareness, you’ll naturally receive more donations from people who believe in your mission. Strategic marketing campaigns can highlight specific needs and inspire generosity.
- Cultivate long-term relationships. Successful marketing builds lasting relationships with donors, leading to more recurring donations and more revenue. According to Nonprofits Source, the average monthly online donation is $52 (totaling $624 per year), compared to an average one-time gift of $128. Consistent engagement nurtures loyalty.
- Attract all types of support. In addition to securing more donations, marketing can enhance volunteer recruitment, event participation, membership signups, and other forms of engagement.
- Promote your services to beneficiaries. With a comprehensive nonprofit marketing strategy, you can effectively promote services to beneficiaries. Plus, understanding your nonprofit’s services can inspire your supporters to give.
- Sell your services, merchandise, and programs. Many nonprofits and associations also sell services, merchandise, and programming, like professional development certifications and training. Get these opportunities in front of prospective customers to raise more money.
Overall, marketing impacts every area of your organization, making it essential for achieving your mission and inciting real change in your community.
Nonprofit Marketing Challenges
Effective outreach doesn’t come without its challenges. By understanding common obstacles nonprofits face, you can plan ahead and minimize potential difficulties further down the road:
- Establishing trustworthiness. Many people contribute to nonprofits to make a difference in the world. To inspire potential donors, assure them that your organization is legitimate and worthy of their financial support.
- Communicating your mission. Nonprofits must communicate their mission and values to capture potential donors’ interest. This can be particularly challenging if your mission involves complex social issues.
- Selling products and services. Many nonprofits offer products or services as part of their mission or as a means of fundraising. Marketing these offerings requires a clear value proposition and effective promotional strategies to get them in front of customers.
- Working on a limited budget. Even with a well-defined mission and compelling story, budget constraints may hinder your marketing efforts. This can limit your advertising options through paid outlets and necessitate creative, cost-effective strategies.
- Appealing to different demographics. Your potential supporters have varying preferences and interests. For example, older donors might prefer traditional print outreach methods while younger audiences might lean toward text or social media. Tailoring your messages to resonate with diverse audiences can be challenging but is crucial for broadening your support base.
Fortunately, your organization can overcome all of these challenges by laying a solid foundation with your nonprofit marketing plan and following the best practices we’ll explore later on in this guide.
How Much Do Nonprofits Spend on Marketing?
While there isn’t a one-size-fits-all answer to how much an organization should allocate for marketing, there are several methods you can use to create an effective budget:
- The percent method. Allocate 5% to 15% of your total budget to marketing, communications, and fundraising. Many organizations group these essential activities together as a single line item in their budget. This method makes it easy to scale your nonprofit marketing budget as your organization grows.
- The dollar method. Choose a set dollar amount for marketing, communications, and fundraising based on past expenditures. This method eliminates guesswork and makes spending expectations clear.
- The incremental method. To avoid starting from scratch, take the current period’s budget and revenue into account. Then, adjust each line item by incremental amounts to create your next budget.
Nonprofits may cut marketing when resources are tight, but promoting your mission is essential for staying connected with donors and driving gifts to stay operational. Instead, opt for low-cost communication channels or apply for a grant.
Whether you’re facing budgetary constraints or simply want to reduce costs, explore our guide to applying for Google Ad Grants to tap into free advertising money.
5 Steps to Create a Nonprofit Marketing Strategy
Crafting an organized nonprofit marketing strategy connects you with supporters and beneficiaries. Your strategy should outline all the information you need to meet your audience’s needs and spread awareness.
If you partner with an external agency, they will guide you through these steps. Be sure to choose professionals experienced in your sector who understand your mission. For example, churches should hire agencies that specialize in religious organizations, as they understand the unique challenges and opportunities faith-based groups face. They can tailor messaging, outreach strategies, and campaigns that resonate with the church’s congregation and community, helping to grow the organization’s ministry.
1. Perform a Marketing Audit.
Start by getting a sense of your current marketing capabilities and available resources. That way, you can start thinking about the changes you’ll need to make.
Gather past outreach materials and campaign metrics to conduct an audit on your most recent outreach efforts. A nonprofit marketing audit often consists of conducting a SWOT analysis, which stands for:
- Strengths. List any areas where your nonprofit excels compared to competitors. For example, you may have unique services, strong brand awareness, or an incredibly loyal supporter base.
- Weaknesses. List anything that hinders you from achieving your nonprofit marketing goals, such as a limited budget or a poor digital presence.
- Opportunities. Include any external factors that give you an advantage over competitors. For instance, your mission could be prevalent in the news or you might have a strong pipeline of corporate sponsors.
- Threats. This includes any external factors out of your control that negatively impact your nonprofit. These factors could be anything from unfavorable media coverage to shifting government regulations.
Analyze your results and create a plan for playing to your strengths, overcoming any weaknesses, increasing your opportunities, and mitigating any threats.
2. Define Your Marketing Goals.
Your nonprofit marketing strategy should support your overall goals. Are you trying to raise funds? Encourage volunteering? Garner fundraising event registrations? Every marketing campaign needs a concrete goal and target action to be successful.
When outlining your nonprofit marketing strategy goals, use the SMART method:
- Specific. Define the exact goal your nonprofit is aiming to achieve and identify how achieving it will support your mission.
- Measurable. Your goal should have key performance indicators (KPIs) attached to evaluate progress.
- Attainable. Given your organization’s current standing (e.g., time, money, expertise), choose a goal that you can realistically achieve.
- Relevant. Your chosen goal should contribute to your organization’s overall success. For example, increasing volunteer registrations clearly impacts your organization more than reaching a certain number of likes on an Instagram post.
- Time-based. Provide a realistic deadline for achieving your goal. Then, create milestones along the way.
From here, list your goals by priority. Clear nonprofit marketing goals will power greater outcomes for your cause.
Examples of SMART Goals
The best way to understand the SMART framework is to explore examples:
- Increase sales of educational curriculum by 25% over the next 12 months by implementing targeted marketing campaigns, including SEO and social media promotions. Track the number of units sold each month, and leverage partnerships with schools and educational organizations to reach a broader audience.
- Boost volunteer sign-ups by 10% by the end of the year via targeted outreach campaigns and improving our volunteer management strategies to enhance program delivery.
- Gain 50 new monthly donors within the next quarter by leveraging existing donor engagement strategies and personalized outreach.
- Double the number of participants in our annual fundraising event by leveraging Google Ads, SEO strategies, and community partners to encourage registrations.
These goals start with a core objective and build out the details. From promoting events to selling programming, effective nonprofit marketing can help you increase visibility and drive action. You just need SMART goals and technology to track your progress.
3. Understand Your Audiences.
Focus your nonprofit marketing strategy on who you’re trying to reach. Outline your nonprofit’s current and target audience. For example, if your nonprofit sells religious curricula to churches, your target audience would include church leaders, educators, and parents. Or, let’s say your parks and recreation association wants to sell summer camp registrations. Your audience would primarily be parents and guardians looking for engaging educational summer activities for their children.
Segment your audience members according to characteristics such as:
- Supporter type, including first-time donor, recurring donor, major donor, customer, volunteer, or corporate partner.
- Preferred communication method, like email or direct mail.
- Demographic data, including age group, geographical location, and education level.
When you understand who your supporters are, you’ll ensure content aligns with their needs, preferences, and interests, making them more likely to engage. In fact, segmenting digital campaigns produces up to 760% more revenue!
Remember, the goal of segmentation is to ensure your communications are targeted, so understand each group’s needs to create content catered to them. This might involve planning new events, writing new blog content, or trying new media formats like video.
4. Create and Share A Compelling Message.
There are hundreds of ads and messages online, all competing for your supporters’ attention. To make your messages stand out from the crowd, use the CRAM rule to bring your powerful marketing ideas to fruition and connect with supporters. Your communications should be:
- Connected to a cause. Link your nonprofit’s mission with something your audience cares about.
- Rewarding. Readers should feel fulfilled or inspired reading your message.
- Actionable. Include a clear call to action to outline readers’ next steps, whether that’s donating, volunteering, registering for an event, or something else.
- Memorable. Use storytelling and statistics to leave a lasting impression on your readers.
Plan out the tone of your message, specific calls to action you’ll use, and any visual branding elements. Then, choose your nonprofit marketing channels and start sharing your outreach.
5. Track Results and Make Adjustments.
Every nonprofit marketing strategy needs a way to measure performance, so you’ll be able to identify your areas of strength and areas for improvement. Here are some examples of KPIs for different channels you might track:
- Click-through rate (CTR) for Google Ads
- Email opens for email marketing
- Video views or likes for video marketing
- Likes, shares, and comments on social media
- Page views or time on site for your website
- Number of downloads for content marketing
Data is the backbone of your nonprofit marketing efforts. It ensures your campaigns perform well, provides insights for future improvements, and serves as a valuable resource for supporters interested in your impact.
Types of Nonprofit Marketing Channels
The specific nonprofit marketing channels you use are critical to reaching your donors and meeting new prospects. While you don’t need to leverage every platform, a multichannel marketing approach allows you to connect with as many supporters as possible.
Let’s walk through some of the most popular channels that can catapult your nonprofit marketing efforts forward.
Search Ads
To enhance marketing results, many nonprofits leverage Google Ads, a platform where organizations display advertisements promoting their services, initiatives, and educational content. Google places these ads at the top of search engine result pages to expand each organization’s online presence.
Many nonprofits apply for the Google Ad Grant, a technology grant that provides nonprofits with $10,000 in monthly ad credits. These credits can be used to bid on valuable keywords their prospects are searching online and promote their website content with Google Ads.
The best part? Any eligible nonprofit that complies with Google guidelines can leverage this grant. For example, if your church is eligible, you can apply for and receive the Google Ad Grant. It automatically reactivates every month, too. As long as you comply with the program’s rules, you’ll add up to $120,000 to your nonprofit marketing budget each year.
It’s up to you to choose the
right keywords related to your mission. For example, the
Literacy Empowerment Foundation provides books and other educational resources to children, families, and teachers in need. To help reach their target audience, our advertising experts created a Google Ad campaign targeting terms like “free books for kids.”
However, a lot goes into determining your nonprofit’s eligibility, applying, and making the most of the program. That’s where an expert Google Grants agency can step in.
The specialists at Getting Attention will champion your cause at every turn. We’ll learn about your specific nonprofit marketing goals and manage the entire Google Grant process, allowing you to focus on your mission with confidence that your Google Ads are in expert hands.
Nonprofit Advertising
While people commonly interchange “advertising” and “marketing,” nonprofit advertising is actually a specific subset of nonprofit marketing that refers to using paid channels to promote your mission. Some of the most common nonprofit advertising channels include:
- Search ads (like Google Ads)
- Radio and TV ads
- Social media ads
- Influencer advertising
Advertising can amplify your content to a broader audience, even those who aren’t actively researching nonprofits. With a strategic approach, outbound marketing is achievable, even on a limited budget!
Similar to Google, there are many other advertising platforms with free or discounted options for nonprofits. Explore our full list of nonprofit advertising examples to get a sense of how similar nonprofits tap into paid ads without spending too much.
Website
Your website not only hosts valuable information about your organization but also provides engagement opportunities like online giving, event registration, and more. It’s often the first place prospects go to learn about your mission and where long-term supporters go to show support.
To maximize site traffic, implement SEO strategies. Optimizing your website for search engines helps attract attention to initiatives like your revenue-generating programming. When updating your nonprofit website, try these SEO practices:
- Keyword Research: With tools like Google Keyword Planner, identify relevant keywords your target audience uses when searching for information related to your cause. Use these keywords naturally in your content, headers, and meta descriptions.
- Quality Content: Create high-quality, informative content that addresses your audience’s needs and interests. This can include blog posts, service pages, mission updates, and educational resources.
- Technical Improvements: Ensure your website has an optimal user experience (UX) and can be easily crawled by search engines. Take steps like optimizing site speed, using mobile-responsive design, securing your site with HTTPS, and eliminating broken links.
- Backlinks: Encourage reputable websites to link back to your content. Backlinks from trusted sources can boost your site’s credibility in the eyes of different search engines.
Sometimes nonprofits create blogs to drive traffic and post meaningful content about their organizations. This is also a great way to cultivate a community and act as a go-to resource for supporters. Consider blogging about nonprofit industry trends, mission updates, and your nonprofit’s recent events or campaigns.
Using A Digital Marketing Agency
To maximize your website’s potential, turn to a dedicated SEO agency that understands organic digital marketing channels. Nexus Marketing, for instance, helps nonprofits and associations increase revenue by selling their programming, products, and services.
Their value-add marketing services include:
- Keyword-optimized content creation to showcase your services, products, and thought leadership
- Technical SEO improvements to improve aspects of your website like crawlability and mobile-friendliness
- Off-site link-building strategy development to establish your brand’s authority
- Video production services to showcase your revenue-generating services, programs, and products and add valuable multimedia content to your site
- Email marketing campaigns to guide visitors through their journey and drive traffic to key pages on your website
With 10+ years of experience in SEO for mission-driven organizations, Nexus Marketing will help attract and convert your target audience into customers. They can help you strengthen your website and reach your target audiences through search engines, high-visibility webinars, and promotion through their trusted partners in the industry.
Nonprofit Email Marketing
Email is a reliable channel for nonprofit marketers, allowing them to connect with all types of supporters, from first-time donors to those who have been giving regularly for years.
Some impactful ways to leverage email marketing for nonprofits include:
- Create a regular newsletter. Provide supporters with updates about your organization, the latest industry news, success stories from your programs, supporter spotlights, volunteer opportunities, and anything else going on at your nonprofit.
- Send monthly emails about donation needs and opportunities to increase donor value over time. Tailor requests to ask each donor for a reasonable upgrade from their last gift. For example, if a supporter gave $25 last month, request $30 instead of $100. Also, remove recurring donors from your monthly request list since they are already giving regularly.
- Create intriguing subject lines. Tease content inside to give readers a reason to click, and make sure each subject line is the right length. If it’s too long, it’ll get cut off. If it’s too short, you won’t provide enough value. For context, subject lines of 61-70 characters have the highest open rates.
- Follow up with appreciation emails. When a supporter donates, signs up to volunteer, or shows some other form of support, you should automatically send out a thank you email. Personalize these emails to address each supporter by name and reference their specific contribution.
On average, email generates $36 for every $1 spent. This high ROI makes it clear that this nonprofit marketing channel is worth investing in.
Word-of-Mouth Nonprofit Marketing
When your volunteers and donors feel strongly about your cause, they’ll want to share your important work with friends and family members who may be interested in supporting your nonprofit, too!
Peer-to-peer outreach can be incredibly powerful. In fact, 88% of consumers trust recommendations from loved ones over any other type of marketing. Encourage your supporters to reach out to their personal networks, post online about your cause, and share your organization’s social media posts to spread the word.
One powerful way to encourage peer-to-peer referrals is nonprofit eCards. They’re an easy and interactive way to broadcast your mission, activities, and successes.
Create designs for every occasion to encourage referrals year-round. Here are just a few ideas to get started:
- Birthday fundraising eCards that encourage supporters to give in a loved one’s name as a way to wish them a happy birthday.
- Holiday eCards to spread some holiday cheer during special times throughout the year.
- Thank-you eCards to help supporters express their gratitude.
- Tribute eCards for individuals to give in honor of their loved ones.
- Mission awareness eCards to call attention to your work during a cause awareness campaign.
- Event invitation eCards to help supporters invite their loved ones to one of your nonprofit events.
Once you design your nonprofit eCards, you can offer them for free, sell them for a set price, or give them in exchange for donations. No matter what, people will be excited to browse your collection and share a cause that’s close to their hearts.
Social Media Marketing for Nonprofits
By 2027, the global number of social media users is expected to skyrocket to 6 billion. Social media’s rising prevalence makes it one of the most viable channels for marketing your mission.
Not only is social media affordable, but it’s also a key way to connect with supporters on a deeper level. You can engage with followers, encourage them to comment or repost content, and build a brand personality that they enjoy interacting with.
Here are tips to leverage social media in your nonprofit marketing strategy:
- Share news about your organization and cause.
- Boost brand awareness and recognition.
- Post calls to action for online gifts, event registrations, and volunteer signups.
- Post about your committed donors, employees, and volunteers.
- Create accounts on sites where your supporters are most active, like Facebook, Instagram, TikTok, X (formerly Twitter), or LinkedIn.
Whether you use TikTok for connecting with younger generations or Facebook for its long-form posts and its fundraising features, social media is a channel worth optimizing for your nonprofit marketing.
Direct Mail Marketing
While email marketing response rates are typically 1%, direct mail response rates hover around 9%, making it a highly valuable and personalized marketing channel.
For nonprofits, direct mail marketing and fundraising involve writing, printing, and sending out hard copy requests for funds, event invitations, or thank-you letters to your passionate supporters. These letters arrive in your supporters’ mailboxes and provide a tangible connection to your organization—especially when compared to opening an email.
Use these tips to inspire action with direct mail:
- Lean on storytelling. Perhaps the most unique aspect of direct mail is its personal touch. This is a key opportunity to connect with donors through storytelling. For example, you could describe the story of a family your nonprofit helped to get readers eager to give. After all, people remember stories 22 times more than facts alone.
- Use compelling visuals. Weave your visual and written elements together to break up blocks of text and support your call to action. This applies to everything from your letters to your fundraising flyers. Whether you use photos of real people or graphics to illustrate different points, the visuals you choose should be reinforce your messaging.
- Combine direct mail with digital marketing. Enhance your direct mail marketing by conducting it alongside your digital marketing efforts. Be sure to include easy ways for direct mail readers to connect online by including a QR code to your donation page or adding social media details to encourage engagement on various platforms.
As long as it aligns with recipients’ communication preferences, direct mail can both benefit your nonprofit and show donors that you care. Consider partnering with a direct mail marketing company to facilitate the process of writing and sending your letters.
Nonprofit Video Marketing
From short videos on TikTok to longer content on YouTube, many nonprofits have found success in using this form of media to promote campaigns, events, and their mission in general.
Here are some reasons why video marketing for nonprofits is so valuable:
- Inspirational. Well-edited videos, supplemented with evocative music, do really well when it comes to appealing to viewers’ emotions.
- Shareable. 51% of people are more likely to share videos than any other marketing content, including social media and blog posts.
- Entertaining. According to DataReportal, watching videos is one of the top online activities among working-age internet users around the world, with 92.8% watching online videos every week.
You can incorporate video marketing across your nonprofit website, in social media posts, and in email content. For instance, you can send an event invitation with a video teaser or record a video featuring someone your nonprofit has helped to show donors how much their donations make an impact.
Bonus Tip: Because of their file format, videos can potentially slow down a website. When publishing videos to your website, turn off auto-play to minimize any slowdowns!
Content Marketing for Nonprofits
Content marketing is all about creating valuable and promotable nonprofit content to build your nonprofit’s reputation. While this content will likely live on your website, you can also create specific content for emails or host a downloadable gated resource.
Common types of content you might create include:
- Educational content about your mission, cause, and industry trends.
- SEO blog content to get your online content ranking higher in search engines.
- Easily shareable content that encourages your audience to send it along to their friends.
- Content that is easily reusable, like attaching a downloadable resource to an email message.
Plus, your content marketing materials can be used for other nonprofit marketing efforts, whether you promote it via email, Google Ads, or social media. Consider creating a dedicated team focused on content copywriting.
Text Message Marketing
With a 99% open rate and 90% read rate within just three minutes of sending, text message marketing is one of the best ways to promote a campaign and reach your audience where they already are.
To use text marketing, consider investing in a comprehensive text-to-give tool. Tatango’s nonprofit text messaging guide recommends looking for a text messaging provider with the following features:
- A2P (Application to Person) messaging. This feature allows you to send a single message to hundreds or thousands of supporters at once, saving your nonprofit time.
- Ability to handle fast messaging speeds. A provider with a high message-per-second rate will ensure that your campaign reminders reach supporters moments after you send them.
- Security for your campaigns. Your text messaging provider should come with security measures like two-factor authentication, secure sending, and automated logout to protect sensitive data.
- Subscriber segmentation. Divide your contact list into subgroups based on characteristics such as recency of opting into your text messaging campaign, donation frequency, and average giving amount.
With a secure and user-friendly text messaging platform, your nonprofit can confidently deliver a high ROI, engage supporters year-round, and leverage contextual giving.
Contextual giving occurs when a donor gives the moment they’re inspired. For example, someone at a fundraising event might see a text-to-give number on signage and decide to give immediately. Without this option, they might delay until home, reducing the likelihood of completing the donation.
Nonprofit Marketing Best Practices to Follow
Your nonprofit marketing strategy encompasses several moving components, from crafting your messaging to picking the channels you use. Let’s explore general best practices that can help you hone your marketing efforts:
Optimize Your Website for Search
Your nonprofit’s website is the hub of its digital marketing efforts. Optimize it for search engines to ensure potential supporters, customers, and beneficiaries can find it.
While your content is incredibly important, technical SEO lays the foundation for how search engines crawl, index, and rank your site. Let’s explore a few technical improvements to ensure your website can be found and indexed:
- Remove broken links. Broken links are hyperlinks that lead to non-existent web pages, typically due to them being removed from the site. Regularly audit your website and fix broken links to ensure seamless navigation and make it easy for search engines to crawl your content.
- Avoid redirect chains. Redirect chains occur when a URL redirects to another URL which then redirects to yet another URL. This creates a sequence that can slow down your site and confuse search engines. Ensure that each URL points directly to its final destination without unnecessary intermediate redirects.
- Improve site speed. A fast-loading website provides a better user experience, so search engines use speed as a ranking factor. Use tools like Google PageSpeed Insights to identify issues slowing down your site. To decrease loading times, compress and properly size images, enable browser caching, and minimize CSS.
- Secure your website. Obtain SSL certification to secure data exchanged between your website and visitors. Search engines prioritize secure websites, and users are more likely to trust and engage with a secure site.
To find issues on your website, use a website crawler tool like Screaming Frog. Just know that fixing some of these issues can be challenging if you don’t have an in-house web developer. That’s where an SEO agency like Nexus Marketing can step in to locate, prioritize, and fix the most pressing issues that are harming your nonprofit’s website.
Elevate Your Graphic Design
Regardless of whether someone’s scrolling through their social media feed or passing by a bulletin board with your fundraising flyer pinned to it, they’re more likely to notice marketing collateral that features eye-catching graphics and vibrant colors.
Considering that people retain 55% more information when paired with an image, effective visuals make your content more memorable to prospects, too. Here are a few crucial areas where graphic design comes into play:
- Your logo. Your nonprofit’s logo appears on everything from your fundraising letters to your business cards. Prospects immediately associate it with your organization.
- Website design. The graphics you include on your website are just as important as your site’s layout. You’ll want to include everything from images of beneficiaries and volunteers to artistic elements that emphasize the most important aspects of each page.
- Merchandise. If you sell t-shirts, mugs, or any other fundraising products, feature effective designs on them. Visually-appealing graphics will make the buying experience much easier for prospects who come across your ads for them.
- Printed materials. Effective graphic design is just as important for your printed collateral, such as your fundraising letters, flyers, and service brochures.
If you have limited graphic design expertise, reach out to an experienced graphic designer. Those with experience in the mission-driven space, such as Kwala, understand exactly what it takes to make charitable causes stand out. Their team will work with yours to create anything you request, including flyers, logos, stickers, and even fundraising product designs.
Take a look at this postcard that they designed for the Wildlife Rescue Group:
Well-designed materials like this will reel supporters in and drive action, whether you want people to donate, volunteer, or get involved in some other way. Turning to a professional graphic designer allows you to create marketing materials that resonate with supporters.
Use Current Events
Boost your nonprofit’s marketing efforts by leveraging what is currently going on in the world to create urgency. Is there a story related to your cause in the news? For instance, if your organization is contributing to relief efforts in the wake of a natural disaster, connect your mission to this broader issue and boost public awareness around your work.
Highlight all the work your organization aims to achieve so that potential donors feel inspired to contribute toward your impact.
Follow Up With Supporters
Successful marketing requires more than one-way communication. Cultivate relationships with your donors and volunteers by implementing strategies to start ongoing conversations. This doesn’t mean you need to exchange text messages with each supporter to keep them engaged. Rather, your nonprofit just needs to respond to the actions supporters take to show that you see and value their contributions.
Some basic occasions for reaching out to a supporter include:
- After they’ve made a gift
- After they’ve attended an event
- On their birthday
- On their anniversary with your nonprofit
- On a holiday or at year-end
- Asking for their feedback in a survey
Your follow-up process can also benefit from a multi-channel approach. For example, personalized donor thank-you emails make it possible to show your appreciation quickly. Then, you can send a card or give donors a phone call a few days later when your nonprofit has time set aside for donor outreach.
By reaching out often, you’ll be able to retain more donors and convince lapsed donors to get involved again.
Work With Other Groups
Your nonprofit has worked hard to establish its audience, and you can expand your reach by tapping into other organizations’ audiences. Well-known groups and individuals can introduce your nonprofit to new supporters. If they agree to a marketing partnership, they can handle part of the marketing efforts on your behalf.
A few third parties to consider include:
- Influencers. Influencer marketing is on the rise. The majority of these influencers have smaller (between 10,000 and 100,000 followers and some with even less than 10,000) but highly specific audiences with interests relevant to the nonprofits they support. For example, an animal rights group might partner with a beauty influencer to discuss the importance of buying cruelty-free products.
- Businesses. Corporate philanthropy comes in many forms, including marketing support. Ask businesses to sponsor specific events or campaigns by promoting your nonprofit to their audience. In exchange, you’ll promote the businesses’ products and services to your audience. Like with influencers, look for businesses with audiences likely to be interested in your nonprofit’s cause, such as an animal shelter partnering with local dog groomers.
- Other nonprofits. Nonprofits can work together to connect their audiences with one another. Partner with local nonprofits in your area to host joint events and campaigns. In exchange for them promoting your cause, you can raise awareness for theirs in return.
Before partnering with a third party, thoroughly vet them. After all, your partnership will reflect on your nonprofit, so be sure they are reputable, trustworthy, and likely to present your nonprofit in the best light.
Wrapping Up
Marketing your mission is key to your organization’s ongoing success. From choosing the right channels to keeping up with the latest trends, crafting a strong nonprofit marketing strategy takes plenty of forethought.
Whether you choose paid outlets like search ads or organic outlets like email, there’s a lot you can do to stand out. As you craft your strategies, check out these resources to keep learning:
The Best Nonprofit Hashtags To Grow Your Online Following
/in Nonprofit Communications, Nonprofit Marketing /by Jessica KingSocial 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:
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:
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:
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
Examples of The Best Fundraising Hashtags
Examples of Cause-Specific Hashtags
Examples of The Best Volunteer Hashtags
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:
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:
Instagram For Nonprofits: How to Expand Your Reach
/in Nonprofit Communications, Nonprofit Marketing, Nonprofit Tools /by Jessica KingScrolling 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:
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:
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:
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:
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:
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 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:
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:
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:
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:
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:
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:
Google Grants Eligibility: Will Your Nonprofit Be Approved?
/in Google Ad Grants, Nonprofit Communications /by Jessica KingThe 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:
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:
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:
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:
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:
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:
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:
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:
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:
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.
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:
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:
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:
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:
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:
Supercharging Philanthropy With Workplace Giving Software
/in Nonprofit Tools /by Jessica KingIn today’s technology-driven world, organizations (corporate and nonprofit alike) are constantly on the lookout for new and innovative ways to make an impact. One place where companies’ and nonprofits’ efforts overlap is through corporate giving , and dedicated workplace giving software has been developed to meet each group’s primary needs.
Whether you work for a nonprofit looking to raise more through workplace giving or you’re a corporate entity aiming to give back to your community through the programs, the right software can go a long way.
In this post, we’ll explore how workplace giving software can supercharge your philanthropy efforts, making it easier than ever to connect with your audience, track your impact, and amplify your bottom line. Here’s what we’ll cover:
Read on to see how workplace giving technology fits into your organization’s strategy—and how you can make the right choice for your team. Let’s begin!
What is Workplace Giving Software?
Workplace giving software is a type of tool designed to streamline and facilitate workplace giving programs, which describe a partnership between companies and nonprofits. These programs, which most often include matching donations and supplying funding or time off for volunteer hours , incentivize a company’s staff to give back to their communities.
As the platforms that power these programs, workplace giving software makes it easier than ever for employees to get involved.
Types of Workplace Giving Platforms
As a collaborative project, workplace giving programs generally involve a few key players—and there are different types of workplace giving software to reflect the varying needs. Here, we break it down into software built for nonprofits and software built for companies.
Workplace Giving Software For Companies
Companies often use dedicated workplace giving software to manage their employee giving programs, making the process more easily accessible for front- and back-end users alike. This type of solution essentially serves as a centralized hub where employees can participate in or log their charitable activities (such as matching gifts, volunteer grants, or volunteer time off) while corporate leadership can effectively administer these programs to maximize their impact.
Currently, there are a number of workplace giving software providers creating software for these very purposes. Some of the primary names to be aware of include the following:
How nonprofits interact with these tools:
While these workplace giving tools are designed for corporate benefit, nonprofits and schools are encouraged to register for their free nonprofit profiles on each site. Doing so allows their fundraising teams to log in, verify match requests, and streamline the workplace giving revenue disbursement process.
Workplace Giving Software For Nonprofits
Nonprofits use workplace giving software to identify workplace giving eligible supporters, market the opportunity to their audience, and manage the programs for their communities. These tools are designed to make it easier for organizations to connect with corporate partners, engage employees of participating companies, and track the impact of workplace giving initiatives.
And when it comes to selecting a workplace giving platform for your nonprofit, there’s one that really stands out: Double the Donation.
Double the Donation has historically centered its platform on employee matching gifts. However, as workplace giving potential continues to grow, the company is expanding its focus into corporate volunteer solutions, empowering organizations to make the most of these programs as well.
Here’s how it works:
How companies interact with these tools:
While 360MatchPro is primarily designed to benefit nonprofits and schools, companies are encouraged to make their programs accessible by adding relevant information to Double the Donation’s proprietary database. There’s even an easy form employers can use to submit their new programs or update program information!
Plus, when a company works with a CLMA-designated workplace giving provider, its employees can access Double the Donation’s exclusive auto-submission functionality to submit their match in a single click from an organization’s giving page.
Workplace Giving Software Features to Consider
As you begin your search for the right workplace giving software, it’s important you know what to look for—and how to prioritize your needs. Check out the following features and functionality to consider as you compare and select from top providers.
Powerful Matching Gift Facilitation
For both nonprofits and companies, automating the matching gift process is crucial. Look for software that makes it easy to identify eligible gifts, submit match requests, and track the progress, ensuring no opportunities are missed.
Streamlined Auto-Submission Capabilities
Simplify the process of submitting matching gift requests for employees using groundbreaking auto-submission functionality. With this feature, once an employee makes a qualifying donation, the software automatically generates and submits the necessary documentation to relevant parties. This automation reduces the burden on employees, who no longer need to navigate complex submission processes or worry about missing deadlines.
Lucrative Corporate Volunteerism Opportunities
Ensure the platform offers robust volunteer management capabilities, including event registration, hour tracking, and reporting. Companies can boost employee engagement, while nonprofits can better manage and appreciate volunteer contributions and manage incentives such as volunteer grants and paid time off.
Seamless and Extensive Integrations
The software should integrate smoothly with your existing systems—whether it’s HR and payroll or CRM and fundraising platforms . Seamless integration helps streamline operations and maintain data accuracy and security.
Comprehensive Tracking & Reporting
Both nonprofits and companies need detailed insights into their workplace giving efforts. Look for software that offers robust tracking and reporting features to measure impact, optimize strategies, and communicate results to stakeholders.
Choosing the Best Workplace Giving Software
Now, you’re narrowing down your search and looking for the perfect solution for your nonprofit or company. Consider these best practices as you continue down the funnel to make your decision.
1. Look for CLMA-designated providers.
When choosing workplace giving software, it’s a good idea to look for providers that are designated Certified Leaders in Matching Automation (CLMA). The CLMA designation indicates that the software adheres to the highest industry standards and best practices for workplace giving and corporate philanthropy.
Specifically, it means the provider offers the most accessible matching gift submission process—auto-submission—through partnership with Double the Donation. This ensures that the platform is reliable, secure, and effective in managing donations, volunteer hours, matching gifts, and more.
Hint: Keep an eye out for this badge as you conduct your search for the right workplace giving platform. →
2. Consider platform growth and scalability.
When evaluating workplace giving software, it’s essential to consider the platform’s potential for growth and scalability. As your organization grows, your needs will evolve, too—and the software you choose should be able to accommodate that advancement without requiring a complete overhaul.
In other words, don’t just look for a platform that meets your needs now (even if it’s the most affordable option). Look for a solution that will continue to meet your needs a few years down the line!
3. Read peer reviews and testimonials.
Before making a choice on workplace giving software, take the time to read peer reviews and hear testimonials from other users—especially from those that reflect the size, mission, or other characteristics of your own organization.
These reviews provide valuable insights into the real-world performance of the software, highlighting its strengths and potential weaknesses. By hearing directly from other users with experience in the platform, you can get a clearer understanding of how well it functions in practice to make a well-informed buying decision.
4. Get a demo to see the tool in action.
Finally, one of the most critical steps in choosing workplace giving software is to get a demo of the platform. After all, you want to see it in action before making your commitment, and a demo allows you to explore the software’s interface, features, and usability firsthand, giving you a better sense of how it will fit into your organization’s workflow.
During the demo, make sure to ask specific questions about how the software may handle your unique needs, too. Each case is different, and the best workplace software can be reflective of your organization’s specific goals, challenges, and operational processes.
Final Thoughts & Additional Workplace Giving Resources
Workplace giving software is more than just a convenience—it’s a game-changer for both nonprofits and companies looking to elevate their fundraising and engagement strategies accordingly.
As you consider ways to enhance your impact, investing in workplace giving software could be the key to unlocking new levels of support and achieving your mission more effectively. Embrace this powerful tool, and watch your organization’s reach and influence grow like never before.
Interested in learning more about smart workplace giving strategies and beyond? Check out the following recommended resources for nonprofits and companies:
What to Know About Corporate Giving and the Google Ad Grant. One of the best ways to drive awareness about corporate giving programs is with smart advertising efforts. Find out how the Google Grant can help here.
Matching Gift Automation: What 11 Nonprofits Have to Say. Hear how several organizations enlisted matching gift automation through workplace giving software. Be inspired by these testimonials!
Corporate Insights: The Ultimate Guide to Workplace Giving. Here’s what companies should know about workplace giving. Grow your knowledge of the programs and set your workplace up for success.
SEO for Nonprofits: A Complete Playbook for Better Marketing
/in Nonprofit Communications, Nonprofit Marketing /by Jessica KingImagine your nonprofit’s website as a hub of activity, drawing in supporters from all corners of the internet, each visit translating to real-world impact. By understanding SEO for nonprofits, you can make this vision a reality.
SEO not only elevates your website’s visibility on search engines, but it also drives targeted traffic and fuels your nonprofit’s ability to fulfill its mission. That means more donations, additional volunteers, and greater awareness for your cause.
This complete playbook is designed to empower nonprofit marketers with the knowledge needed to create a user-friendly website that’s designed to improve search engine results. We’ll cover these components:
Whether you’re a seasoned marketer or new to the digital landscape, our guide will help you harness the power of SEO, transforming it into a key piece of your marketing strategy.
What Is SEO for Nonprofits?
Search engines constantly crawl the internet to index websites and deliver relevant search results to users based on their queries. Search engine optimization (SEO) for nonprofits is the strategic process of improving your organization’s website and its content to improve its ranking on search engine results pages (SERPs). When your content is optimized, it will be delivered to users who search for relevant terms, occasionally below paid advertisements.
SEO involves several techniques, such as keyword research, content creation, backlink building, and technical improvements. The goal of SEO is to increase organic traffic, raise awareness of your nonprofit’s mission, drive donations, earn sales leads, and enhance your organization’s overall impact.
Why Does SEO Matter For Charities?
Search engines are one of the main ways supporters find your nonprofit and get involved in your cause. By optimizing your website for search engines, you’ll make it easier for potential supporters to find your organization.
Beyond increased visibility, there are plenty of other benefits to optimizing your website, such as:
44% of nonprofit site visits come from organic traffic, making SEO a valuable marketing strategy for nonprofits. However, only 37% of organizations have dedicated SEO strategies.
Core SEO Elements for Nonprofit Websites
While Google doesn’t outright list its ranking factors, SEO marketers have made inferences as to what Google and other search engines use to deliver results to users.
Based on this research, there are different types of SEO for nonprofits to effectively reach and engage their audiences. Terms like “on-page SEO” and “technical SEO” refer to specific groups of optimization strategies and elements. Let’s explore these groups and their components in detail to help you fully understand how they influence your nonprofit’s search engine rankings.
On-Page Nonprofit SEO Elements
On-page SEO involves improving individual web pages, ensuring your content is both user-friendly and search engine-friendly. Here are some on-page SEO elements you can easily control:
You can check on-page SEO elements for your nonprofit with tools like Moz Pro. This SEO platform and other similar ones provide a helpful On-Page Grader tool to evaluate individual pages on your website, providing detailed analysis of keyword usage, your meta description, and other critical elements.
Off-Page Nonprofit SEO Elements
Off-page SEO involves activities conducted outside of your website to improve its visibility and authority. Common off-page nonprofit SEO activities include:
Essentially, off-page SEO aims to enhance your site’s authority, trustworthiness, and relevance in the eyes of search engines by leveraging external factors. It’s just as important to your nonprofit’s SEO strategy as on-page optimizations.
Technical SEO Elements For Nonprofits
Technical SEO requires making it easy for users and search engines to navigate your website. You’ll want to improve your site’s infrastructure, ensuring that search engines can crawl, index, and render the site efficiently.
Technical SEO lays the foundation for other nonprofit SEO efforts, so enhance these technical aspects of your site:
Tools like Moz Pro can also be used to scan your website for common SEO issues like broken links, robots.txt issues, or duplicate content. However, there are also free tools you can use, such as Google’s PageSpeed Insights to provide insight into a page’s speed and overall user experience.
How To Conduct Keyword Research for Your Nonprofit
Think of keywords as the queries people enter into search engines to find your nonprofit. They’re a major part of your nonprofit’s SEO strategy, forming the foundation for each piece of content. As such, you need to take time finding keywords that your supporters and beneficiaries use to find your cause.
Follow these steps to find the right search terms and deliver your content to relevant, qualified audiences:
As you create your content, incorporate your keyword into your page title, image alt text, meta description, and page copy. However, don’t overuse your keywords, or search engines will view this as keyword stuffing which can actually hurt your nonprofit’s SEO performance. The best approach is to use keywords naturally in your content.
Still confused about keyword research or need help picking a keyword research tool? Our ultimate guide to choosing Google Grants keywords provides a thorough walkthrough of everything you need!
Practical SEO Strategies for Nonprofits
With an understanding of the basics of SEO for nonprofits, you’re ready to create your strategy. A strategy will help you take a targeted, consistent approach to content creation. Let’s explore some more specific techniques that your organization can use.
Produce valuable content.
This is the single most important SEO strategy any nonprofit should follow. You want your content to be informative, engaging, and high-quality.
This type of content attracts more visitors, encourages longer site visits, and increases your chances of conversion, such as donations or volunteer sign-ups. Plus, strong content will earn more backlinks from other reputable sites, further boosting your nonprofit’s SEO efforts.
Here’s how to level up your content creation:
Further, Google uses a framework called E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to evaluate the quality of content and the credibility of the creators behind it. While it’s not a ranking factor, producing valuable and original content can provide a better user experience and build trust with both users and search engines.
Experiment with guest blogging.
Reach out to reputable blogs and websites that host content similar to your nonprofits to contribute high-quality, valuable content. You might even accept blog contributions in return. Having experts post on your site can grow your site’s authority even further.
Not only will this nonprofit SEO strategy help you build backlinks, but it’ll also help you establish authority in your field and reach new audiences.
Use internal linking to signal important pages.
Strategically link to key content throughout your website, such as in your navigation menus and throughout content. This helps search engines understand your site’s hierarchy and improves your most valuable pages’ discoverability. Plus, internal linking improves the user experience by guiding visitors to related content, keeping them engaged longer.
Use descriptive anchor text (AKA the text that appears in a hyperlink) that accurately reflects the content of the linked page. This helps users and search engines understand what the linked page is about.
Use AI carefully.
We can’t discuss SEO for nonprofits without mentioning one of the latest marketing trends: generative AI. This form of artificial intelligence creates new content by analyzing existing data. While it can be helpful for informing your content strategy, we highly advise against using it to create your content.
AI tools, such as ChatGPT, lack the human element your content needs to stand out. AI is trained to generate content based on pre-existing information, meaning these tools are incapable of producing wholely original content. Google will likely penalize your content if it recognizes that it was written by AI.
However, you can still use AI as an efficiency tool. Here are some easy ways to inform your content strategy with generative AI:
All hope is not lost though! Here are some easy ways to inform your content strategy with generative AI.
Remember, your nonprofit’s team is the authority on its cause. Your content should showcase this level of expertise through your organization’s unique voice and insider perspectives that can’t be imitated.
Turn to SEO experts for help.
Partnering with nonprofit SEO experts can alleviate the learning curve associated with mastering SEO strategies. SEO professionals bring specialized knowledge and experience to the table, ensuring your nonprofit’s online presence consistently grows. When it comes to SEO agencies, we recommend our friends at Nexus Marketing.
Nexus’s skilled content creation team will create SEO content that shows off your organization’s expertise and engages your nonprofit’s target audience. Nexus can also amplify your authority-building strategy with the help of their expansive network of 500+ partners in the mission-driven space. Here’s a rundown of their digital marketing and SEO services for nonprofits:
With these services, Nexus helped the publishers at David C Cook rank on page one of Google for 187 important keywords. What makes that even better is those are just the keywords they’re actively tracking!
David C Cook and its subsidiaries sell faith-based curricula to churches, Sunday schools, and individuals. Thanks to Nexus’s help, David C Cook’s SEO strategy has turned search engine traffic into reliable revenue generation by attracting qualified leads and growing their online presence.
We highly recommend Nexus’s nonprofit SEO services for organizations that generate revenue by selling products, programs, or services. Although the agency excels at boosting online engagement, they are not ideal for local SEO or attracting donors.
How To Integrate Nonprofit SEO With Search Advertisements
Imagine your nonprofit completely dominating SERP with paid ads and organic content. Paid search ads (like Google Ads) are great for launching your site’s content to the top of SERPs for mission-related keywords. Ads provide quick results while improving organic rankings can take time.
Even better, you can alleviate high advertising costs with the Google Ad Grant. This program provides up to $10,000 in monthly ad credits to eligible nonprofits. That’s an additional $120,000 for your annual marketing budget!
To apply your organization must be a registered nonprofit in your country. Additionally, government entities, healthcare organizations, and educational institutions are ineligible. Plus, you need a high-quality, secure website with helpful content related to your mission. If you’re eligible, create a Google for Nonprofits account and then apply for the Ad Grant. Check out this rundown of the program’s requirements:
Paid Search and SEO Strategies To Try
Once your Ad Grant account is up and running, use these tips to align search advertisements with your SEO for nonprofits strategy:
Google owns over 90% of the search engine market. Plus, 98% of searchers click a result on page 1 of Google, so maximize your search visibility by combining search ads and nonprofit SEO strategies.
At any point, our team of Google Ads experts can step in to help. We handle every aspect of Google Grant management, whether you need help confirming your eligibility or crafting compelling ads that drive results. Reach out to our team to discuss your strategy for maximizing your search visibility.
Start Improving Your Nonprofit’s Search Presence
A robust SEO strategy is essential for nonprofits looking to increase online visibility and attract more supporters. Staying informed about SEO best practices and continuously refining your strategy will ensure your nonprofit reaches its target audience.
Remember, you can maximize your search presence by creating content that ranks organically and using paid search ads. Best of all, you don’t have to pay for those ads thanks to the Google Ad Grant.
To learn more about expanding your digital presence, check out these resources:
How To Surpass the Average Email Open Rate for Nonprofits
/in Nonprofit Communications, Nonprofit Marketing /by Jessica KingIs your nonprofit struggling with low email open rates? Email marketing accounts for 15% of all nonprofit revenue, making it an essential part of your digital marketing strategy. But how does your organization’s performance measure up to the average email open rate for nonprofits?
In this article, we’ll explore industry email benchmarks and share key strategies for surpassing the average email open rate and making a lasting impact on your supporters. Whether you’re looking to craft clickable subject lines or improve your email content, there’s something here for every nonprofit marketer.
Here’s what we’ll cover:
Throughout this guide, remember that all of your marketing channels can support each other. While email is great for connecting with supporters, other channels like social media and Google Ads are also essential parts of your digital presence. Let’s dive in so you can start optimizing your email campaigns and drive greater engagement for your cause.
The Average Email Open Rate For Nonprofits
Your email open rate is the percentage of recipients who open your email out of the total number of emails delivered. These are the average nonprofit email open rates for various popular email platforms:
Each source uses different samples to generate its marketing statistics. For instance, GetResponse only focused on its platform’s active senders with at least 500 contacts while Constant Contact examined data from over 200 million emails.
One factor that can impact your open rate is your bounce rate. For emails, “bounce rate” means an email failed to deliver. In other contexts, such as search engine ads, bounce rate measures the number of individuals who click on your website but leave almost immediately. The nonprofit average bounce rate for emails is about 6.7%.
Why This Email Marketing Metric Matters
While an open doesn’t guarantee further action, it’s the first step in engaging your audience via email. Nonprofits tend to enjoy slightly higher email open rates than most industries, which can be attributed to several factors.
Email list subscribers are often deeply invested in the causes whose email lists they subscribe to, regardless of whether they’ve donated or volunteered. Charitable organizations also typically project a more authoritative and trustworthy image when compared to businesses, making recipients more likely to read communications.
Knowing the average email open rates helps you benchmark your performance against similar organizations. If your rates are below average, it signals a need for improvement in your email strategy. In contrast, high open rates indicate strong supporter engagement, which is essential for maintaining and growing your donor base.
How To Improve Your Nonprofit Email Open Rate
If your email open rates are lower than expected, experiment with different strategies, such as:
If your supporters aren’t opening your nonprofit’s emails, try these strategies to make your outreach enticing. Whenever you try a new approach, check your email open rate to see if the change drove more people to click and read your messages.
The Average Frequency of Nonprofit Emails
Curious whether you’re emailing your supporters too often (or not enough)? According to the 2023 Nonprofit Tech For Good Report, around 68% of nonprofits use email marketing to reach their supporters. Here’s how frequently these organizations send emails:
Why This Nonprofit Email Marketing Metric Matters
The frequency of your emails can significantly impact your audience’s engagement levels. Sending messages too frequently can lead to subscriber fatigue, resulting in lower email open rates and higher unsubscribe rates. On the other hand, sending infrequent outreach can cause your audience to forget about your organization, reducing their engagement.
If you’re sending emails less frequently than the industry average, you might be missing opportunities to engage with your supporters. If you decide to send more frequently, it’s important to ensure your content remains valuable, relevant, and varied to avoid overwhelming your audience.
By aligning your email frequency with industry norms, you can better engage your audience, increase donations, and ultimately drive support for your cause.
How To Time Your Emails Effectively
Follow these tips to strategically time your nonprofit’s emails and improve your email open rate:
While you can use industry benchmarks to find the best time to email supporters, it’s more important to pay attention to when your supporters are active online. Use industry research as your starting point and go from there.
The Average Return on Fundraising Emails
Email marketing and promotional campaigns are powerful tools for fundraising, accounting for approximately 28% of all online nonprofit revenue. For every 1,000 fundraising emails sent, nonprofits raise an average of $90. Other marketing research shows that the average nonprofit raises $5,598.51 per email campaign. These statistics highlight the potential financial impact of a well-crafted email campaign.
Another important metric to pay attention to is the nonprofit sector’s email click-through rate (CTR), which indicates the percentage of recipients who click on links within your email out of the total number of emails delivered.
Similar to the average email open rate for nonprofits, the average CTR for nonprofits varies across email platforms. For instance, Constant Contact reports a 2.94% click rate for nonprofit membership organizations and 2.34% for nonprofit service organizations. Meanwhile, for nonprofits in general, Mailerlite reports a 3.78% click rate, and Mailchimp reports a 3.27% click rate.
Why These Email Marketing Metrics Matters
An individual who opens your email but takes no action is not a useful return on your email campaign’s investment. By comparing your performance to the entire industry’s results, you can determine whether your messages inspire people to click through to your nonprofit website and take an action like donating or if you should focus your efforts elsewhere. For instance, maybe your supporters prefer using Facebook or Instagram over email, making those channels more important for your nonprofit.
How To Earn More From Fundraising and Product Sale Emails
To maximize the effectiveness of your emails to boost donations and sell your nonprofit’s products and services, experiment with the following strategies:
Email is one of the best channels for fundraising, so make sure you’re using it to its fullest potential. Show appreciation, try out new strategies, and inspire your supporters with every message to make this channel even more valuable.
The Average Size of Nonprofit Email Subscriber Lists
The average size of nonprofit email subscriber lists varies significantly based on the organization’s size and reach. On average, nonprofit email lists contain around 4,191 contacts. Small nonprofits typically have about 547 subscribers, while large organizations average 6,602, heavily skewing the industry average.
The average unsubscribe rate for nonprofits is also fairly low, coming in at about 0.18%. Keeping your unsubscribe rate low is essential for growing your contacts list. Plus, it indicates that your nonprofit is providing value to its subscribers.
While it might seem that having a larger email list is better, your engagement rate is far more critical. It’s possible to have a large email list of inactive supporters and deactivated email addresses, which provide little value. In contrast, a small but engaged subscriber base is more likely to open emails, click through them, and take action.
Why This Nonprofit Email Marketing Metric Matters
These email marketing benchmarks provide a foundation for measuring your messages’ value. Are you providing engaging content that retains subscribers and drives engagement? Conversely, are you causing people to unsubscribe due to poor content quality or communication frequency? Remember, an engaged audience is much more likely to respond positively to fundraising appeals, leading to higher open rates, click-through rates (CTR), and overall support.
How To Grow Your Email List
Here are several strategies to fill your nonprofit’s email list with engaged supporters:
Above all, spend time choosing the right channels to promote your newsletter. Remember, you’re aiming for quality over quantity! That way, you won’t fill your subscriber list with disengaged people, inadvertently lowering your nonprofit’s email open rate.
How To Fuel Your Email Marketing With Google Ads
You can use other channels to support your email marketing efforts and grow an active subscriber list that opens your emails.
Google Ads is one of the best channels to support your email marketing. In fact, Google owns over 91% of the search engine market. The search engine behemoth processes about 3.5 billion search queries every day, making Google Ads an incredibly impactful way to connect with new supporters and grow your contact list.
Plus, nonprofits can claim free advertising credits via the Google Ad Grants program! This program provides up to $10,000 a month to eligible nonprofits, helping them pursue goals like increasing email registrations. Check out the benefits in our short overview video:
Sounds too good to pass up, right? Here’s how your nonprofit can promote its email subscriber list via Google Ads:
By following these tips, your nonprofit can use Google Ads to enhance its email marketing efforts and grow its subscriber lists with valuable supporters. In no time, you’ll boost your nonprofit email open rates.
If you need help leveraging this channel, reach out to our Google Ad Grants experts. We’ll take the time to understand your mission and marketing goals. Then, we’ll craft compelling ads, monitor your account, and re-apply for the grant if your account is ever deactivated.
Start Improving Your Nonprofit’s Marketing
By focusing on audience engagement and data-driven insights, your nonprofit can build stronger connections with supporters and drive impactful results via email marketing. Remember, the key to success lies in consistent, thoughtful communication and a willingness to adapt and refine your approach based on performance metrics.
Embrace these practices to maximize your email marketing campaigns’ potential and surpass the average nonprofit email open rate.
For other nonprofit marketing advice, check out these educational resources:
From Likes to Donations: How To Use Facebook For Nonprofits
/in Nonprofit Communications, Nonprofit Marketing /by Jessica KingThink Facebook is just about likes and shares? Think again! For nonprofits, Facebook offers a dynamic platform to build communities, mobilize volunteers, and raise crucial funds.
With around 2.9 billion active users, the site provides nonprofits with access to vast amounts of potential donors, volunteers, corporate sponsors, customers, and beneficiaries. This social media giant is an indispensable asset for nonprofits, and we’re here to tell you how you can leverage its full potential.
To help transform online interactions into tangible support, this guide to Facebook for nonprofits will cover:
From leveraging Facebook’s fundraising tools to advertising your mission, you’ll learn how to engage your audience and strengthen your organization’s digital presence. Let’s dive into how Facebook can become a powerful ally in your nonprofit’s mission to create positive change.
The Impact of Facebook for Nonprofits
Facebook offers tools designed specifically for nonprofits, like fundraising pages, donation buttons, and various engagement features. This toolkit is designed to help nonprofit organizations leverage the platform for fundraising, community building, and advocacy.
The benefits of utilizing Facebook for nonprofits range from increased visibility to enhanced community building. Let’s explore how your organization can harness the power of Facebook to achieve its goals and make a lasting difference.
Wide Reach
One of the most significant benefits of Facebook for nonprofits is its reach. With 71.43% of internet users in the U.S. regularly using Facebook, the platform provides an extensive and diverse audience for nonprofits. This large user base means that your organization can connect with individuals and significantly amplify your message.
Facebook’s global accessibility allows your nonprofit to transcend geographical boundaries, enabling you to connect with supporters worldwide. With Facebook’s apps consistently ranked among the top downloads every month, nonprofits can leverage this immense popularity to broaden their impact and engage with a global community of advocates and donors.
Fundraising Capabilities
Facebook’s robust fundraising tools are a game-changer for nonprofits, providing seamless and effective ways to raise funds directly on the platform. Of the donors inspired to give by social media, 56% are most influenced by Facebook posts. Therefore, it’s essential for your nonprofit to utilize the platform’s fundraising features to encourage prospective donors to give.
These built-in tools make it incredibly convenient for supporters to contribute to nonprofits like yours. Key fundraising tools on the platform include:
Note that only nonprofits based in Australia, Canada, the United Kingdom, or the United States are eligible to fundraise on Facebook. However, supporters from all over the globe can donate to your nonprofit’s campaigns. See the full list of eligible countries in Facebook’s Help Center.
Facebook also partners with PayPal Giving Fund to benefit nonprofits. PayPal Giving Fund receives the donations given through Facebook and distributes the donated funds to benefiting nonprofits.
Community Building
By leveraging Facebook’s community-building capabilities, your nonprofit can cultivate a dedicated network of individuals who are passionate about your cause and eager to contribute. Create a vibrant, engaged community by:
Facebook Groups and Pages are essential tools in this process, allowing organizations to nurture a sense of belonging and shared purpose among followers. Use these tools to interact with supporters to build trust, strengthen relationships, and keep supporters informed and motivated.
Engaging Content Formats
Content marketing is one of the best ways to communicate your message, showcase your work, and inspire donors to support your work financially. Social media channels, particularly Facebook, lend themselves well to a wide array of engaging content that helps capture and retain your audience’s attention.
Experiment with different forms of content, such as:
These capabilities allow you to cater to your audience’s different content preferences and consumption habits Just pay attention to what content drives the most engagement to focus your social media strategy.
Enhanced Credibility
People are often wary of nonprofits they’ve never heard of before, so establish your credibility by getting verified by Facebook. A verified Facebook Page reassures supporters that your organization is legitimate. You’ll receive a blue verification badge that makes people more likely to trust and engage with your content. This mark of authenticity can help differentiate your nonprofit from fake accounts and similar organizations, providing a clear sign of trustworthiness.
Also, link to your official website in your page’s description, regularly share high-quality posts to show you’re active, and use consistent and professional images. You may even share testimonials from supporters, as potential supporters often look to others’ reviews and experiences before getting involved. Positive endorsements can significantly influence new supporters, encouraging them to trust and engage with your cause.
Cost Efficient Marketing
It’s free to post on Facebook! Grow your organic reach and spread awareness by creating engaging posts and interacting with your audience. The platform’s built-in tools, like fundraising campaigns and sharing capabilities, provide powerful, free ways to generate support, connect with your supporters’ networks, and drive donations.
Ways to Make The Most of Facebook for Nonprofits
Facebook is a powerful platform for nonprofits to engage with their communities, raise awareness, earn sales, and drive donations. Here’s how to use Facebook to further your nonprofit’s mission.
Become a nonprofit on Facebook.
Add legitimacy to your organization’s online presence by becoming a recognized nonprofit on Facebook. To create a nonprofit Page on Facebook, follow these steps that are outlined on Meta’s Basics page:
Facebook recommends a few best practices to ensure your page comes across as credible. For instance, use your organization’s official name or how it’s commonly referenced as the Page name. Then, add your organization’s logo as your profile picture and a cover photo that represents your work and community. From there, customize your URL and add people at your organization as admins to manage the page.
Keep your page updated and post regularly, so anyone who comes across your page will know it’s a reliable source of information from your nonprofit. Check out this updated and informative Facebook Page for the nonprofit Erika’s Lighthouse as an example:
Use Facebook’s fundraising tools.
Facebook’s fundraising tools offer a powerful way to raise funds directly on the platform. As of October 2023, Facebook partners exclusively with PayPal Giving Fund for nonprofits in Australia, Canada, the United Kingdom, and the United States.
Nonprofits that apply and are approved can receive donated funds from PayPal Giving Fund. These donations are irrevocable gifts and can only be refunded under specific circumstances outlined by PayPal Giving Fund’s Donation Refund Policy or as required by law.
To apply, ensure you’re a page admin for your nonprofit’s Facebook Page and that your Page meets these requirements:
Note that your nonprofit also must be a registered charity and in good standing in the United States, United Kingdom, Canada, or Australia. When applying, be prepared to provide detailed information about your organization and its CEO or highest-ranking official, including their name, date of birth, and address.
Experiment with Facebook Ads.
Consider paying to promote your nonprofit on Facebook. Experimenting with Facebook ads can significantly enhance your organization’s reach, engagement, and impact.
Facebook advertisements are composed of four parts: the primary (or body) text, an eye-catching headline, a description that further explains your headline, and a call-to-action (CTA) button.
Here are some best practices to make the most of your Facebook ads:
You can also link your nonprofit’s Facebook and Instagram accounts together to run your ads on both platforms simultaneously. Track your ads’ performance closely, and use the insights gained to optimize your campaigns for better results.
Create a Facebook content strategy.
Creating a content strategy helps ensure you’re regularly posting a diverse range of content. That way, you can maintain a steady flow of communication and keep supporters engaged.
Include the following in your nonprofit’s Facebook content strategy:
By including these elements in your Facebook content strategy, your nonprofit can create a structured approach to engaging your audience, showcasing your impact, and inspiring action.
Balance Facebook with other marketing strategies.
While Facebook offers robust tools for community engagement and targeted ads, relying solely on it can limit your nonprofit’s reach. Instead, achieve a balanced marketing strategy by using Facebook alongside other outreach strategies such as email marketing, Google Ads, and content marketing.
By diversifying your marketing efforts, your nonprofit can ensure it reaches a broad audience. For instance, share links on Facebook to drive traffic to your website, where visitors can learn more about your cause and get involved. Or, you might encourage your email newsletter recipients to follow your Facebook page, add a social media feed to your website, or encourage site visitors to share your events and blog posts with social media share buttons.
However you approach it, integrating these channels will create a cohesive marketing strategy that amplifies your efforts and reaches a wider audience.
Facebook + Google Ads: The Ultimate Combo For Nonprofits
Individually, Facebook and Google Ads are powerful platforms for promoting your cause. Together, they can become an unstoppable force as long as you have a smart strategy.
We’re big proponents of Google Ads, and when used alongside Facebook Ads, the two platforms can complement each other in a comprehensive digital marketing strategy. Here’s how to use both platforms to maximize your reach, engagement, and conversions:
Targeting
Ad Formats
Synergistic Campaigns
Messaging
Optimized Budget Allocation
Start Making the Most of Facebook for Nonprofits
Facebook offers more than just a platform for communication; it provides innovative tools and strategies to amplify your nonprofit’s voice and reach. Revolutionize your outreach by harnessing Facebook’s features for nonprofits to engage supporters, drive donations, and create a vibrant, active community around your cause.
Don’t forget that Facebook is only one part of your nonprofit’s marketing strategy. Use it in conjunction with other platforms, like Google Ads and email, to maximize your reach and inspire your audience across multiple channels.
To learn more about creating a strong marketing strategy, check out these resources:
501(c)(3) Website Requirements: What To Include On Your Site
/in Nonprofit Communications, Nonprofit Marketing /by Jessica KingYou’ve designed an engaging website that features your mission, highlights your programs, and showcases your work’s impact. But does your nonprofit’s website comply with all necessary regulations?
The Internal Revenue Service (IRS) doesn’t have specific rules that mandate what a nonprofit’s website must contain. However, there are laws, guidelines, and best practices that nonprofits should follow to ensure compliance and maintain transparency. Understanding the best practices and requirements for 501(c)(3) websites ensures you meet legal obligations and maximize your digital presence.
This guide will explore tips to ensure your website is compliant, transparent about operations, and informative to potential supporters. Here’s what we’ll cover:
Following these rules will also bring you up to par with the Google Ad Grant’s standards. This program provides eligible nonprofits with free credits to spend on Google Ads, so you can skyrocket your optimized site to the top of Google Search results. Let’s get started!
Are 501(c)(3) organizations required to have a website?
No, 501(c)(3) organizations are not legally required to have a website. However, 91% of nonprofits do have websites, because they offer these benefits:
While not mandatory, having a website can significantly benefit your 501(c)(3) organization. Plus, you need a website to receive free funding via the Google Ad Grants program.
Nonprofit Website Requirements You Need To Follow
So, what should a nonprofit website include? If you decide to create a website (and you should), follow all relevant accessibility guidelines, data security standards, and state-specific regulations. Let’s explore several 501(c)(3) website requirements you must follow.
501(c)(3) Website Requirement 1. Privacy Policy
Your website should have a privacy policy if you plan to collect information from visitors. A clear privacy policy details how personal information collected through the website will be used and protected. For example, how will you use and manage donors’ personal information when they donate online?
Many federal and state statutes govern data privacy, such as:
If your nonprofit has donors outside of the U.S., consider global regulations such as General Data Protection Regulation (GDPR), the Personal Information Protection and Electronic Documents Act (PIPEDA), and the Australia Privacy Act of 1988.
If your website contains data collection features like donation forms, event registrations, volunteer sign-ups, or newsletter sign-ups, you need a private policy. Craft a privacy policy that identifies your nonprofit as the website owner, how data is stored, and how users can opt-out of having their data stored. For more information, Blue Hills Digital provides detailed guidance for crafting your privacy policy.
501(c)(3) Website Requirement 2. Disclosure Requirements
The IRS requires nonprofits to make their tax-exempt status application (Form 1023) and recent annual returns (Form 990) available for public inspection. This can be done physically or electronically. Posting these documents on your website is a convenient way to comply with this requirement.
If you do not want to post these documents on your website, publish a notice about how to obtain them. Many nonprofits also publish their annual report on their websites to exercise transparency with donors, grantmakers, and corporate sponsors.
501(c)(3) Website Requirement 3. Charitable Solicitation Registration
After someone browses your programs and is inspired by your work, make sure they can give instantly with a user-friendly, mobile-optimized donation page.
Make sure donors can give instantly with a user-friendly, mobile-optimized donation page.
However, you must be registered to solicit donations before creating a donation page, selling products, or hosting fundraising events. Failure to do so can result in stiff fines and penalties. Foundation Group’s charitable solicitation registration page explains that 40 states require nonprofit registration, so register in every state you solicit donations or sell products in, not just where your nonprofit is located.
501(c)(3) Website Requirement 4. Compliance With Accessibility Standards
Sections 504 and 508 of the Rehabilitation Act of 1973 require federal agencies and organizations that receive federal funding to make their programs and activities, including their websites, accessible to people with disabilities.
The Web Content Accessibility Guidelines (WCAG) is a set of international standards that explain how to make web content accessible. WCAG 2.1 is widely regarded as good standards to follow. Here are some key takeaways:
Morweb’s nonprofit accessibility guide explains that some website builders also offer accessibility widgets that allow users to manually change font size, adjust colors to grayscale, highlight links, and change the font type to non-serif. Here’s what this tool might look like:
501(c)(3) Website Requirement 5. No Commercial Activity
To maintain your 501(c)(3) organization’s tax-exempt status, it must adhere to specific regulations regarding commercial activity. While some commercial activity is permitted, avoid revenue-generating activities that don’t directly further your mission, AKA unrelated business income (UBI).
This applies to web activities like selling advertising space. If your nonprofit has corporate sponsors, have an acknowledgment page that doesn’t overtly endorse that business. A link to their website is usually permitted but avoid linking directly to promoting specific products.
Limited commercial activity is also a key Google Ad Grant eligibility requirement. These regulations allow commercial activities directly related to your nonprofit, such as ads promoting your merchandise, but prohibit third-party ads promoting another business’s products.
Other Nonprofit Website Best Practices
Following these 501(c)(3) website requirements is a solid start, but a strong nonprofit website involves more than meeting legal standards. To reach as many people as possible through your website, focus on creating a positive user experience, sharing compelling content, and promoting your site through search engine optimization (SEO) and paid advertising.
Promote Your Website With Google Ads.
By applying for the Google Ad Grants program, you can skyrocket your nonprofit website to the top of search results pages (SERPs) for keywords related to your mission. The program awards qualified organizations with $10,000 worth of Google Ad credits each month to spend on search ads that drive website traffic.
Here are some of the basic requirements for 501(c)(3) websites:
Before applying, check out this video for a rundown of other eligibility requirements:
Optimize Your Nonprofit Website For Search Engines.
SEO is the process of optimizing website content to improve its ranking on SERPs to attract more organic (non-paid) traffic. This practice typically results in increased traffic and helps you reach qualified audiences who will engage with your mission, donate, or purchase your revenue-generating programs, services, and products.
Here are some key elements of nonprofit SEO:
While our team at Getting Attention can craft your Google Ads strategy, we recommend the experts at Nexus Marketing for your SEO needs. With 10+ years of experience in ROI-driven SEO in the mission-driven sector, Nexus Marketing’s team will create strategic SEO content that captures your brand and connects you with qualified leads. Plus, they have an impressive network of 500+ partners to supercharge your website’s authority and fuel your SEO growth.
Feature A “Get Involved” Page.
On your nonprofit’s website add a “Get Involved” page that features a consolidated list of giving opportunities, such as:
On this page, explain how donations are used and the impact of all contributions. By providing clear information, you’ll increase donor confidence and empower supporters to engage meaningfully with your organization.
Include Relevant Mission Information.
Thoroughly explain your mission on your website, so anyone who comes across it fully understands what your nonprofit is striving to accomplish. Here are a few ways to feature relevant mission information on your 501(c)(3) website:
These elements help visitors understand your organization’s purpose, connect with your team, and trust your legitimacy.
Share News and Updates.
Regularly updating the public on your nonprofit’s activities and achievements is crucial for maintaining donor engagement. Create a strong content marketing strategy by maintaining an updated blog that features your nonprofit’s latest news, success stories, and event recaps. You can also publish educational resources, such as articles and research findings, to position your organization as a thought leader and create an inbound marketing strategy.
Include A Terms of Use Policy.
A Terms of Use policy outlines the rules and guidelines for using your 501(c)(3)’s website, protecting both your organization and site users. It helps mitigate legal risks by setting clear expectations on acceptable behavior, intellectual property rights, and liability limitations.
A Terms of Use policy isn’t required by law, but it’s highly recommended! For example, you’ll want to inform users that while they have a license to view your content, they may not reproduce, distribute, or use the content in any other way without prior written consent.
Including a Terms of Use policy that covers site usage guidelines will demonstrate your organization’s commitment to responsible online practices.
Bring Your 501(c)(3) Website Up To Code
Ensuring your website meets all 501(c)(3) website requirements and follows best practices is essential for building donor trust and strengthening your online presence. Your website acts as a digital information hub for your nonprofit, so make sure it’s aligned with the latest trends and legal requirements. When well-constructed, your website will engage supporters and help you better serve your community.
To continue learning about digital marketing for nonprofits, check out these resources:
Nonprofit Marketing: Proven Tips to Reach Your Supporters
/in Nonprofit Communications, Nonprofit Marketing /by Jessica KingDid you know it takes 18-20 points of contact to reach a new donor for the first time? For nonprofits, developing an effective multichannel marketing plan is key to spreading awareness, engaging new prospects, and deepening donor relationships. However, a lot goes into crafting the perfect strategy for your organization, from setting goals to your marketing data.
In this comprehensive nonprofit marketing guide, we’ll walk through everything you need to know to refine your marketing efforts. Here’s what we’ll cover:
At Getting Attention, we empower nonprofits to expand their nonprofit marketing capabilities with the Google Ad Grant. While we’ll explore that channel a bit more later, know that it’s a powerful addition to any nonprofit’s toolkit.
Regardless of your nonprofit’s size, budget, or staff resources, taking the time to optimize your current marketing strategy can go a long way toward securing more support for your mission.
What is Nonprofit Marketing?
Nonprofit marketing encompasses the diverse strategies and channels that nonprofits use to promote their causes, secure donations, attract new supporters, and retain existing ones. Effective nonprofit marketing amplifies the organization’s mission and fosters meaningful audience engagement.
Organizations often create nonprofit marketing plans to allocate their budgets, time, and efforts efficiently. This plan typically outlines the core mission, tone, target audience, preferred marketing channels, and branding elements, ensuring a cohesive approach to reaching supporters.
Inbound vs. Outbound Marketing
There are two main approaches to nonprofit marketing:
While inbound marketing attracts potential supporters whose interests align with your mission, outbound marketing can extend your nonprofit’s reach to people who might not otherwise encounter your cause. Finding the perfect balance between inbound and outbound channels enables you to cast a wider net and reach more prospects.
Benefits of Nonprofit Marketing
A thoughtful and comprehensive nonprofit marketing plan allows your nonprofit to:
Overall, marketing impacts every area of your organization, making it essential for achieving your mission and inciting real change in your community.
Nonprofit Marketing Challenges
Effective outreach doesn’t come without its challenges. By understanding common obstacles nonprofits face, you can plan ahead and minimize potential difficulties further down the road:
Fortunately, your organization can overcome all of these challenges by laying a solid foundation with your nonprofit marketing plan and following the best practices we’ll explore later on in this guide.
How Much Do Nonprofits Spend on Marketing?
While there isn’t a one-size-fits-all answer to how much an organization should allocate for marketing, there are several methods you can use to create an effective budget:
Nonprofits may cut marketing when resources are tight, but promoting your mission is essential for staying connected with donors and driving gifts to stay operational. Instead, opt for low-cost communication channels or apply for a grant.
Whether you’re facing budgetary constraints or simply want to reduce costs, explore our guide to applying for Google Ad Grants to tap into free advertising money.
5 Steps to Create a Nonprofit Marketing Strategy
Crafting an organized nonprofit marketing strategy connects you with supporters and beneficiaries. Your strategy should outline all the information you need to meet your audience’s needs and spread awareness.
If you partner with an external agency, they will guide you through these steps. Be sure to choose professionals experienced in your sector who understand your mission. For example, churches should hire agencies that specialize in religious organizations, as they understand the unique challenges and opportunities faith-based groups face. They can tailor messaging, outreach strategies, and campaigns that resonate with the church’s congregation and community, helping to grow the organization’s ministry.
1. Perform a Marketing Audit.
Start by getting a sense of your current marketing capabilities and available resources. That way, you can start thinking about the changes you’ll need to make.
Gather past outreach materials and campaign metrics to conduct an audit on your most recent outreach efforts. A nonprofit marketing audit often consists of conducting a SWOT analysis, which stands for:
Analyze your results and create a plan for playing to your strengths, overcoming any weaknesses, increasing your opportunities, and mitigating any threats.
2. Define Your Marketing Goals.
Your nonprofit marketing strategy should support your overall goals. Are you trying to raise funds? Encourage volunteering? Garner fundraising event registrations? Every marketing campaign needs a concrete goal and target action to be successful.
When outlining your nonprofit marketing strategy goals, use the SMART method:
From here, list your goals by priority. Clear nonprofit marketing goals will power greater outcomes for your cause.
Examples of SMART Goals
The best way to understand the SMART framework is to explore examples:
These goals start with a core objective and build out the details. From promoting events to selling programming, effective nonprofit marketing can help you increase visibility and drive action. You just need SMART goals and technology to track your progress.
3. Understand Your Audiences.
Focus your nonprofit marketing strategy on who you’re trying to reach. Outline your nonprofit’s current and target audience. For example, if your nonprofit sells religious curricula to churches, your target audience would include church leaders, educators, and parents. Or, let’s say your parks and recreation association wants to sell summer camp registrations. Your audience would primarily be parents and guardians looking for engaging educational summer activities for their children.
Segment your audience members according to characteristics such as:
When you understand who your supporters are, you’ll ensure content aligns with their needs, preferences, and interests, making them more likely to engage. In fact, segmenting digital campaigns produces up to 760% more revenue!
Remember, the goal of segmentation is to ensure your communications are targeted, so understand each group’s needs to create content catered to them. This might involve planning new events, writing new blog content, or trying new media formats like video.
4. Create and Share A Compelling Message.
There are hundreds of ads and messages online, all competing for your supporters’ attention. To make your messages stand out from the crowd, use the CRAM rule to bring your powerful marketing ideas to fruition and connect with supporters. Your communications should be:
Plan out the tone of your message, specific calls to action you’ll use, and any visual branding elements. Then, choose your nonprofit marketing channels and start sharing your outreach.
5. Track Results and Make Adjustments.
Every nonprofit marketing strategy needs a way to measure performance, so you’ll be able to identify your areas of strength and areas for improvement. Here are some examples of KPIs for different channels you might track:
Data is the backbone of your nonprofit marketing efforts. It ensures your campaigns perform well, provides insights for future improvements, and serves as a valuable resource for supporters interested in your impact.
Types of Nonprofit Marketing Channels
The specific nonprofit marketing channels you use are critical to reaching your donors and meeting new prospects. While you don’t need to leverage every platform, a multichannel marketing approach allows you to connect with as many supporters as possible.
Let’s walk through some of the most popular channels that can catapult your nonprofit marketing efforts forward.
Search Ads
To enhance marketing results, many nonprofits leverage Google Ads, a platform where organizations display advertisements promoting their services, initiatives, and educational content. Google places these ads at the top of search engine result pages to expand each organization’s online presence.
Many nonprofits apply for the Google Ad Grant, a technology grant that provides nonprofits with $10,000 in monthly ad credits. These credits can be used to bid on valuable keywords their prospects are searching online and promote their website content with Google Ads.
The best part? Any eligible nonprofit that complies with Google guidelines can leverage this grant. For example, if your church is eligible, you can apply for and receive the Google Ad Grant. It automatically reactivates every month, too. As long as you comply with the program’s rules, you’ll add up to $120,000 to your nonprofit marketing budget each year.
However, a lot goes into determining your nonprofit’s eligibility, applying, and making the most of the program. That’s where an expert Google Grants agency can step in.
The specialists at Getting Attention will champion your cause at every turn. We’ll learn about your specific nonprofit marketing goals and manage the entire Google Grant process, allowing you to focus on your mission with confidence that your Google Ads are in expert hands.
Nonprofit Advertising
While people commonly interchange “advertising” and “marketing,” nonprofit advertising is actually a specific subset of nonprofit marketing that refers to using paid channels to promote your mission. Some of the most common nonprofit advertising channels include:
Advertising can amplify your content to a broader audience, even those who aren’t actively researching nonprofits. With a strategic approach, outbound marketing is achievable, even on a limited budget!
Similar to Google, there are many other advertising platforms with free or discounted options for nonprofits. Explore our full list of nonprofit advertising examples to get a sense of how similar nonprofits tap into paid ads without spending too much.
Website
Your website not only hosts valuable information about your organization but also provides engagement opportunities like online giving, event registration, and more. It’s often the first place prospects go to learn about your mission and where long-term supporters go to show support.
To maximize site traffic, implement SEO strategies. Optimizing your website for search engines helps attract attention to initiatives like your revenue-generating programming. When updating your nonprofit website, try these SEO practices:
Sometimes nonprofits create blogs to drive traffic and post meaningful content about their organizations. This is also a great way to cultivate a community and act as a go-to resource for supporters. Consider blogging about nonprofit industry trends, mission updates, and your nonprofit’s recent events or campaigns.
Using A Digital Marketing Agency
To maximize your website’s potential, turn to a dedicated SEO agency that understands organic digital marketing channels. Nexus Marketing, for instance, helps nonprofits and associations increase revenue by selling their programming, products, and services.
Their value-add marketing services include:
With 10+ years of experience in SEO for mission-driven organizations, Nexus Marketing will help attract and convert your target audience into customers. They can help you strengthen your website and reach your target audiences through search engines, high-visibility webinars, and promotion through their trusted partners in the industry.
Nonprofit Email Marketing
Email is a reliable channel for nonprofit marketers, allowing them to connect with all types of supporters, from first-time donors to those who have been giving regularly for years.
Some impactful ways to leverage email marketing for nonprofits include:
On average, email generates $36 for every $1 spent. This high ROI makes it clear that this nonprofit marketing channel is worth investing in.
Word-of-Mouth Nonprofit Marketing
When your volunteers and donors feel strongly about your cause, they’ll want to share your important work with friends and family members who may be interested in supporting your nonprofit, too!
Peer-to-peer outreach can be incredibly powerful. In fact, 88% of consumers trust recommendations from loved ones over any other type of marketing. Encourage your supporters to reach out to their personal networks, post online about your cause, and share your organization’s social media posts to spread the word.
One powerful way to encourage peer-to-peer referrals is nonprofit eCards. They’re an easy and interactive way to broadcast your mission, activities, and successes.
Create designs for every occasion to encourage referrals year-round. Here are just a few ideas to get started:
Once you design your nonprofit eCards, you can offer them for free, sell them for a set price, or give them in exchange for donations. No matter what, people will be excited to browse your collection and share a cause that’s close to their hearts.
Social Media Marketing for Nonprofits
By 2027, the global number of social media users is expected to skyrocket to 6 billion. Social media’s rising prevalence makes it one of the most viable channels for marketing your mission.
Not only is social media affordable, but it’s also a key way to connect with supporters on a deeper level. You can engage with followers, encourage them to comment or repost content, and build a brand personality that they enjoy interacting with.
Here are tips to leverage social media in your nonprofit marketing strategy:
Whether you use TikTok for connecting with younger generations or Facebook for its long-form posts and its fundraising features, social media is a channel worth optimizing for your nonprofit marketing.
Direct Mail Marketing
While email marketing response rates are typically 1%, direct mail response rates hover around 9%, making it a highly valuable and personalized marketing channel.
For nonprofits, direct mail marketing and fundraising involve writing, printing, and sending out hard copy requests for funds, event invitations, or thank-you letters to your passionate supporters. These letters arrive in your supporters’ mailboxes and provide a tangible connection to your organization—especially when compared to opening an email.
Use these tips to inspire action with direct mail:
As long as it aligns with recipients’ communication preferences, direct mail can both benefit your nonprofit and show donors that you care. Consider partnering with a direct mail marketing company to facilitate the process of writing and sending your letters.
Nonprofit Video Marketing
From short videos on TikTok to longer content on YouTube, many nonprofits have found success in using this form of media to promote campaigns, events, and their mission in general.
Here are some reasons why video marketing for nonprofits is so valuable:
You can incorporate video marketing across your nonprofit website, in social media posts, and in email content. For instance, you can send an event invitation with a video teaser or record a video featuring someone your nonprofit has helped to show donors how much their donations make an impact.
Bonus Tip: Because of their file format, videos can potentially slow down a website. When publishing videos to your website, turn off auto-play to minimize any slowdowns!
Content Marketing for Nonprofits
Content marketing is all about creating valuable and promotable nonprofit content to build your nonprofit’s reputation. While this content will likely live on your website, you can also create specific content for emails or host a downloadable gated resource.
Common types of content you might create include:
Plus, your content marketing materials can be used for other nonprofit marketing efforts, whether you promote it via email, Google Ads, or social media. Consider creating a dedicated team focused on content copywriting.
Text Message Marketing
With a 99% open rate and 90% read rate within just three minutes of sending, text message marketing is one of the best ways to promote a campaign and reach your audience where they already are.
To use text marketing, consider investing in a comprehensive text-to-give tool. Tatango’s nonprofit text messaging guide recommends looking for a text messaging provider with the following features:
With a secure and user-friendly text messaging platform, your nonprofit can confidently deliver a high ROI, engage supporters year-round, and leverage contextual giving.
Contextual giving occurs when a donor gives the moment they’re inspired. For example, someone at a fundraising event might see a text-to-give number on signage and decide to give immediately. Without this option, they might delay until home, reducing the likelihood of completing the donation.
Nonprofit Marketing Best Practices to Follow
Your nonprofit marketing strategy encompasses several moving components, from crafting your messaging to picking the channels you use. Let’s explore general best practices that can help you hone your marketing efforts:
Optimize Your Website for Search
Your nonprofit’s website is the hub of its digital marketing efforts. Optimize it for search engines to ensure potential supporters, customers, and beneficiaries can find it.
While your content is incredibly important, technical SEO lays the foundation for how search engines crawl, index, and rank your site. Let’s explore a few technical improvements to ensure your website can be found and indexed:
To find issues on your website, use a website crawler tool like Screaming Frog. Just know that fixing some of these issues can be challenging if you don’t have an in-house web developer. That’s where an SEO agency like Nexus Marketing can step in to locate, prioritize, and fix the most pressing issues that are harming your nonprofit’s website.
Elevate Your Graphic Design
Regardless of whether someone’s scrolling through their social media feed or passing by a bulletin board with your fundraising flyer pinned to it, they’re more likely to notice marketing collateral that features eye-catching graphics and vibrant colors.
Considering that people retain 55% more information when paired with an image, effective visuals make your content more memorable to prospects, too. Here are a few crucial areas where graphic design comes into play:
If you have limited graphic design expertise, reach out to an experienced graphic designer. Those with experience in the mission-driven space, such as Kwala, understand exactly what it takes to make charitable causes stand out. Their team will work with yours to create anything you request, including flyers, logos, stickers, and even fundraising product designs.
Take a look at this postcard that they designed for the Wildlife Rescue Group:
Well-designed materials like this will reel supporters in and drive action, whether you want people to donate, volunteer, or get involved in some other way. Turning to a professional graphic designer allows you to create marketing materials that resonate with supporters.
Use Current Events
Boost your nonprofit’s marketing efforts by leveraging what is currently going on in the world to create urgency. Is there a story related to your cause in the news? For instance, if your organization is contributing to relief efforts in the wake of a natural disaster, connect your mission to this broader issue and boost public awareness around your work.
Highlight all the work your organization aims to achieve so that potential donors feel inspired to contribute toward your impact.
Follow Up With Supporters
Successful marketing requires more than one-way communication. Cultivate relationships with your donors and volunteers by implementing strategies to start ongoing conversations. This doesn’t mean you need to exchange text messages with each supporter to keep them engaged. Rather, your nonprofit just needs to respond to the actions supporters take to show that you see and value their contributions.
Some basic occasions for reaching out to a supporter include:
Your follow-up process can also benefit from a multi-channel approach. For example, personalized donor thank-you emails make it possible to show your appreciation quickly. Then, you can send a card or give donors a phone call a few days later when your nonprofit has time set aside for donor outreach.
By reaching out often, you’ll be able to retain more donors and convince lapsed donors to get involved again.
Work With Other Groups
Your nonprofit has worked hard to establish its audience, and you can expand your reach by tapping into other organizations’ audiences. Well-known groups and individuals can introduce your nonprofit to new supporters. If they agree to a marketing partnership, they can handle part of the marketing efforts on your behalf.
A few third parties to consider include:
Before partnering with a third party, thoroughly vet them. After all, your partnership will reflect on your nonprofit, so be sure they are reputable, trustworthy, and likely to present your nonprofit in the best light.
Wrapping Up
Marketing your mission is key to your organization’s ongoing success. From choosing the right channels to keeping up with the latest trends, crafting a strong nonprofit marketing strategy takes plenty of forethought.
Whether you choose paid outlets like search ads or organic outlets like email, there’s a lot you can do to stand out. As you craft your strategies, check out these resources to keep learning:
45+ Nonprofit Marketing Statistics To Shape Your Outreach
/in Nonprofit Communications, Nonprofit Marketing /by Jessica KingAs digital transformation continues to rewrite the rules of supporter engagement, nonprofits must harness the power of data to stay relevant and impactful. No matter your cause, understanding the latest nonprofit marketing statistics is more than a strategic advantage; it’s a necessity.
To help you stay ahead of the curve, we’ll share key statistics and trends that are shaping nonprofit marketing best practices this year. These insights will help you craft messages that not only reach your audience but inspire them like never before. We’ll separate this research into these key categories:
Let’s jump into the most compelling and informative research your nonprofit needs to know to adapt, innovate, and succeed.
The State of Nonprofit Marketing: Current Challenges
The nonprofit sector continues to evolve rapidly, influenced by technological advancements and changing donor behaviors. Understanding the current state of nonprofit marketing is crucial for organizations striving to make an impact.
Let’s explore some key challenges nonprofits are facing in their marketing efforts and the strategies they’re adopting to overcome them:
By understanding and addressing these challenges, your nonprofit can enhance its outreach, engage a broader audience, and drive greater impact in your community.
General Nonprofit Marketing Statistics
What These Nonprofit Marketing Statistics Mean
No matter your campaign, taking a multichannel approach will ensure you reach the largest audience possible, helping to increase conversions. Just be sure to focus heavily on storytelling and personalization to boost engagement, response rates, and revenue. Since you’ll likely drive traffic to your website across these channels, ensure your website is well designed, mobile optimized, and makes it easy for users to get involved.
Nonprofit Content Marketing Statistics
What These Nonprofit Marketing Statistics Mean
Content marketing is more important for inspiring supporters than ever. From blog posts to case studies, your nonprofit should test different types of content to engage your audience. To catch people’s attention, integrate your written content with diverse visual content, such as infographics and videos, as these formats are ideal for message retention.
Prioritizing SEO strategies is especially crucial, yet many nonprofits overlook this channel. Create a dedicated SEO plan, complete with comprehensive keyword research, regular content updates, and authority-building strategies. You can even use Google Ads to complement your organic efforts, driving targeted traffic to your site while you build up your SEO presence and gain valuable insights into keyword performance.
Nonprofit Advertising Statistics
What These Nonprofit Marketing Statistics Mean
Nonprofit advertising can significantly enhance your nonprofit’s visibility with target audiences, particularly through digital channels like search and social media. Leveraging tools like Google Ads not only helps nonprofits reach prospects effectively but also provides a substantial ROI.
If you haven’t already, apply for the Google Ad Grants program, which offers approved nonprofits up to $120,000 in annual ad credits, by following the steps in the video below. This generous grant can significantly boost your organization’s visibility and outreach efforts. Also, don’t hesitate to reach out if you need help applying or crafting compelling ads for your cause.
Want to learn more about this valuable opportunity to enhance your digital marketing strategy and connect with more potential donors and supporters? Check out our free Google Ad Grant Impact Report!
Social Media Marketing Statistics For Nonprofits
What These Nonprofit Marketing Statistics Mean
Social media provides nonprofits with unparalleled reach and organic engagement opportunities. Platforms like Facebook, with its vast daily user base, significantly impact donor behavior, making it a key channel for driving donations. Additionally, being active on your nonprofit’s Instagram and LinkedIn allows nonprofits to connect with a broader audience, share their mission, and collaborate with influencers. Pay attention to which platforms your supporters prefer and focus your efforts on those for the best results.
Email Marketing Statistics For Nonprofits
What These Nonprofit Marketing Statistics Mean
Email remains one of the best marketing channels for nonprofits. It offers a direct and personal way to keep supporters informed. Effective email campaigns, particularly those that are personalized and sent consistently, can significantly enhance donor relationships and increase fundraising revenue. Consider how your nonprofit can strategically use email marketing to engage supporters at every stage of their journey with your cause, whether they’ve just subscribed or are already loyal donors or volunteers.
Emerging Nonprofit Marketing Trends To Pay Attention To
It’s no secret that the nonprofit sector has been embracing digital technologies to enhance outreach. Organizations are increasingly leveraging social media, email marketing, and other digital strategies to inspire their supporters and beneficiaries. This digital shift has not only expanded the reach of many organizations but also introduced new ways to measure and enhance impact. Currently, nonprofits are focusing heavily on these current best practices:
Optimizing Nonprofit Websites
More than ever, nonprofit websites are going beyond just providing general mission information. Modern sites are focusing on these elements:
Not only does prioritizing accessibility help with meeting nonprofit website requirements, but it also ensures that any potential supporters and beneficiaries can interact with their websites and get involved.
Paying For Ad Space
Today’s nonprofits find it challenging to stand out in the crowded online space, so many organizations are recognizing the power of paid advertising on non-traditional platforms. These organizations have to be thoughtful about their spending habits to avoid wasting donors’ contributions, though.
Maximizing ad ROI involves targeting specific demographics and interests, selecting the right platforms, and continuously monitoring and adjusting campaigns for effectiveness. Utilizing analytics tools can help track performance, understand user behavior, and optimize ad spend, too.
While paying for ads is out of reach for smaller organizations, many nonprofits are leveraging the Google Ad Grant to alleviate expenses and avoid misusing donations. Using this grant, nonprofits can increase their visibility on the world’s most popular search engine without incurring additional costs. That ensures that more donor funds go directly towards their mission-driven activities.
Check out this example nonprofit ad from Claire’s Place that highlights its mission, lists its services, and points Google users to key web pages to get involved:
Leaning Into Visual Storytelling
Storytelling is a key strategy for inspiring support. With advancements in technology, nonprofits can now easily use powerful photography and produce compelling videos that tell those stories, form emotional connections, and resonate with web users. Modern camera technology and editing software have made creating high-quality visual content more affordable for nonprofits.
Plus, platforms like Instagram, YouTube, and TikTok prioritize visual content. By sharing engaging visual stories on these platforms, nonprofits are expanding their reach and attracting new supporters who might not be engaged through traditional methods. Follow this nonprofit marketing trend, and you’re much likelier to inspire action, too!
Personalizing Outreach
Generic messages sent to your entire supporter base aren’t enough to inspire support. Today’s consumers feel frustrated by impersonal website experiences, with 72% of people reporting that they’ll only engage with personalized messages. Luckily, technology makes this aspect of nonprofit marketing much simpler!
Nonprofits are relying on their technology to segment their supporters into meaningful groups, such as small donors, recurring donors, corporate partners, volunteers, and event participants. That way, they can send relevant engagement opportunities or updates on programs those individuals care about.
Using Generative AI
The use of generative AI is snowballing throughout digital marketing. Tools like ChatGPT can help streamline content production by producing outlines, content ideas, and even publication schedules. They can significantly reduce the time spent on routine tasks, allowing your team to focus on more strategic activities.
However, you should not rely solely on AI for content creation. Put simply, AI-generated content isn’t as user-friendly or original as human-written content. Your nonprofit marketing team understands your mission and those who will read your content unlike anyone else. Your organization’s unique voice, creativity, and insider perspectives are irreplaceable and vital for authentic engagement.
Start Tapping Into These Nonprofit Marketing Trends
Now, it’s time to put these nonprofit marketing statistics to use! As you reimagine your strategies, be open to experimenting with new marketing techniques while maintaining your core set of data-backed methods. Focus on what yields the highest ROI and remember that this doesn’t just mean immediate ROI. After all, investing in a long-term audience growth strategy is more important than instantaneous, short-term results.
To continue learning about the latest nonprofit marketing best practices, check out these resources: