All businesses, even nonprofits, need to market. It’s critical for marketers to understand how to connect with their audiences in a world dominated by digital media, shifting industries, and other factors. We’ll go over how to write a nonprofit marketing plan in this guide.
In this guide you will learn:
What Is Nonprofit Marketing?
Importance Of Nonprofit Marketing
Foundations Of A Nonprofit Marketing Plan
What Is Nonprofit Marketing?
For a company like yours, nonprofit marketing is essential to engagement and outreach. Finding donors is important, but so is spreading your message and ideals to your audience.
Nonprofit organizations need a marketing strategy to be successful. It will be easier to keep your marketing consistent, on schedule, and within your budget if you have a strategy outlining your goals and tactics.
Importance Of Nonprofit Marketing
1: Assists the nonprofit organization in raising money
You still need a budget even though nonprofits might not be looking for money in the same way that other businesses are.
Without donors, your projects run the risk of not receiving the necessary funding. Your projects have a greater chance of success the more you can accumulate.
People won’t donate if they are unaware of your organization or its objectives. Your organization can broaden its vision and draw in new donors with the aid of marketing.
It is much more likely that someone will donate to your organization if they are more aware of it, its goals, and your projects.
2: Promotes Knowledge of Your Organization
Plans for nonprofit marketing can help you increase your audience and draw more attention to the goals you’re aiming to accomplish. Your donor pool will be larger the more people you reach.
3: Enhances the Standing of Your Organization
It’s not the only goal of marketing to attract new audiences and donors. Maintaining your relationship with your current donors is also important. Increasing awareness of your organization’s activities can help people recognize the great work you’re doing, which will greatly enhance your nonprofit’s reputation. This increases the likelihood that current donors will continue to believe in your charity.
4: Use online marketing to broaden your digital footprint
You can raise your organization’s ranking on search engines and social media platforms like Instagram by developing a digital nonprofit marketing strategy. By drawing visitors from all over the world who are looking for keywords related to your goals, this can expand the reach of your organization.
5: Keep Donors Involved
In addition to bringing in new donors, marketing can help you keep in touch with your current ones. For you to continue receiving funding for your projects and campaigns, it’s crucial to make sure that your current donors are inspired to continue supporting your cause.
Foundations Of A Nonprofit Marketing Plan
When developing a nonprofit marketing strategy, organizations need to pay close attention to a few fundamental principles. T
These are response, analysis, execution, and branding. Together, these three establish the visual representation of your plan, the metrics by which you’ll gauge success, and the adjustments you’ll make in the event of positive or unfavorable outcomes.
A strategy for branding must be included in every nonprofit marketing plan. It’s crucial to consider how people outside of your company perceive it. Consider carefully how you want people to perceive your nonprofit, and make sure your choice holds true across all of your marketing channels.
By using branding, you can make your company stand out from the competition. They should ideally be able to tell that a logo or other piece of media from your nonprofit is yours right away. Additionally, that branding ought to be constant.
The best illustration of this is a chain restaurant. Consider placing a sandwich order at one restaurant. Then you make a trip to the same eatery in a different area and place an order for the same sandwich. It makes sense that both sandwiches should have the same flavor.
The same holds true for your nonprofit company. Your plan should take into consideration all aspects of your branding, including your logo’s color, color scheme, fonts, tone of voice, and more.
It’s crucial to think about how you’ll carry out your marketing strategy. Are you creating a campaign that will run for a while? Are you creating a broad strategy for the upcoming years? What specifically will you do during that time to achieve your goals? Nonprofit marketers must provide answers to each of these queries in order to develop their strategy.
When formulating their plan’s execution, it’s crucial to consider a few factors, such as
- the channels through which marketing will be conducted
- the intended audience’s interests
- competitors’ or comparable organizations’ strategies
- How will the components of your strategy motivate your audience to give money or take part?
- scheduling social media posts
- Other elements of carrying out your plan
Generally speaking, the more specific your marketing plan can be, the better. Know exactly what you’re going to do, how you’re going to do it, and why. Your team can benefit from keeping track of these concepts by creating a written nonprofit marketing strategy.
Make sure your nonprofit marketing strategy takes analysis into consideration. Consider leaving space in your plan for logging information. Quantitative information in the form of website and social media analytics, website views, social media likes and follows, donor numbers, and donor contribution amounts could be used to demonstrate this. Additionally, it might be qualitative information, like donor surveys.
The ability to measure the effectiveness of your marketing strategy depends on having this data and accumulating it over time. You cannot determine the success or failure of your marketing strategy without analysis.
This is a step that is frequently skipped when developing a nonprofit marketing strategy. When conducting analysis, having information is beneficial, but if no action is taken in response to it, it is useless. It’s crucial to find out why, for instance, your marketing isn’t bringing in as many donors as you anticipated based on your data. After reflecting on this, it might be a good idea to act to make a smart pivot and change the plan.
It’s not always a bad thing to switch up your approach. Maintaining a failing marketing strategy can be very expensive for a nonprofit, especially when donors are at stake. Listen to your analytics and make a pivot before it’s too late rather than continuing with a flawed marketing plan.
If your analysis reveals that you are converting more customers than you anticipated, it might be time to scale up your marketing plan even more. To get the most out of your nonprofit marketing strategy, pay close attention to the data you gather and take appropriate action.
Nonprofit Marketing Trends That All Marketers Should Know About
- Use native donation features on social media platforms to collect donations.
TikTok is increasingly used by nonprofits to reach audiences and raise money. In fact, in 2021 there were almost 75,000 donations made through the app in support of different causes and organizations.
Since its donation feature is a built-in TikTok tool, nonprofits interested in using it can reach their target audiences on those platforms rather than having to direct them away from the app to make a donation. On the TikTok profile of the Malala Fund, the image below shows the donation CTA.
In addition to Twitter’s recently introduced profile tipping feature, which nonprofits can use to connect donations on a profile, other platforms like Instagram and Facebook also have tools for charitable donations.
- Supporting content created by users.
User-generated content is written by your target audiences and related to your company. As an illustration, consider someone who posts a picture on Twitter while wearing athletic clothing.
User-generated content is valuable for nonprofits and will be essential in 2022, claims a recent HubSpot report. Sharing user-generated content from the organizations you support is the best strategy for capitalizing on this trend. This is advantageous because doing so demonstrates the results of your efforts and can motivate those you reach out to contribute because they’ll know you’re actively making a difference. Sharing a direct story from those affected by what you do.
- Personalized and segmented fundraising campaigns.
Because customers expect to see content that is relevant to their interests, segmentation is crucial for all businesses. This may influence the nonprofit marketing tactics you employ to raise money for your company.
In terms of reaching your audiences, HubSpot’s Nonprofit Marketing Trends report highlights the following statistics:
- One in four donors between the ages of 18 and 29 prefer nonprofit communications on social media.
- Younger donors favor recurring gifts; nearly half of those between the ages of 18 and 29 and more than one-third of those between the ages of 30 and 44 give monthly.
- Gen Z and Gen X prefer to give through social media, texting, mobile apps, and Facebook.
- Instead of monthly or weekly, Boomers and Gen Xers prefer to hear from nonprofits once or twice a year.
Applying the data above might entail organizing a social media donation challenge on TikTok to target audiences between the ages of 18 and 29 and sending text message donation campaigns to Gen X audiences. Additionally, you can group CTAs on your website based on user demographics and previous donation patterns, or you can send various email newsletters in response to how customers interact with your brand.
- Collaborating with other companies.
According to a HubSpot report, nonprofits teamed up with tech companies, neighborhood eateries, influencers, and other nonprofits in 2021 to harness the power of the community and raise awareness of their brands and the causes they support.
Creating alliances with companies that are pertinent to the causes you support is an important lesson for nonprofits. For instance, Bed-Stuy Strong is a group of neighbors who support one another through mutual aid. With the help of Brooklyn Packers and Tamales of Hope, it organized a free winter market for locals and provided food to attendees.
However, it’s important to remember that your collaborations don’t have to be with other nonprofit institutions. You can still raise awareness and spread your message if you can establish a connection with a pertinent nearby company that can help your cause.
- Playing around with NFTs.
Non-Fungible Tokens are exclusive, one-of-a-kind digital pieces of content that are not reproducible and belong to the buyer alone.
It’s a new channel for nonprofits, but if you’re interested in participating, you can team up with artists to produce NFTs that are pertinent to your industry and hold online auctions where you can sell them to people and use the proceeds to further your cause.
88 influential Asian-American and Pacific Islander NFT cards made up the set NFT4GOOD. The exclusive ownership rights to one of the cards were granted with each NFT purchase, and all money from sales went to the NFT4Good Community Fund to support Asian American organizations. The NFTs brought in $80,00.
How To Create A Marketing Plan For A Nonprofit Organization
You can more easily create a marketing strategy for your nonprofit organization if you keep these essential components in mind. Let’s proceed step-by-step.
1: State your Goals Clearly
Think about your goals before creating any kind of nonprofit marketing strategy. This may do more than just draw in more donors. When deciding on the format of your marketing strategy, it will be more beneficial to know why you need the money and what your ultimate goals are. Expanding your marketing efforts beyond purely financial considerations will also help you maintain a connection with your donors.
The SMART goals method is one way to comprehend your goals. The acronym for this is Specific, Measurable, Attainable, Relevant, and Time-bound.
It’s critical to be as specific as you can to make sure that you don’t veer off course from what is most important. Make sure your objective can be measured. You could keep tabs on the quantity of donors and their contributions, for instance.
Your objectives must be attainable as well. Make sure your expectations aren’t too high and that you’re not going beyond what you can afford.
Make sure your goals align with the principles and goals of your organization. In order to ensure that each component of your plan is completed on time, make sure to keep your plan deadline-bound.
2: Recognize your intended audience
Knowing your target audience is essential before developing any kind of marketing. This stage of research is crucial because it will reveal not only who your potential donors are but also their interests and values. You will be more likely to convert to get more funding if you can harmonize with their values.
When possible, narrow and segment
To reach the most potential donors, it may seem wise to target as many people as you can, but this isn’t always the best course of action. Your campaign may not as easily reach the people most likely to contribute if it is too broad. You might even alienate them, in actuality.
It is better to have a more thorough understanding of the people who support your nonprofit organization, the people your work directly affects, and the people who have money to donate to your cause. You will have a better chance of success if you can customize your campaigns to appeal to these groups.
3: Recognize your marketing spending plan
Although the ultimate goal of your marketing strategy is to increase the amount of money available to your company for projects, every marketer has to start somewhere. It’s crucial to know how much money you have available and how much each component of your plan will cost. As you develop the components of your strategy, keep track of this constantly. Use your resources wisely and avoid overextending yourself.
4: Examine current marketing plans
Examining the current and previous marketing strategies employed by your company is crucial before you start. What has been successful in the past? What was ineffective? Consider carefully how you can use that information to your benefit.
When reviewing prior marketing strategies, a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis can be a great place to start. List the specifics you notice under each category to begin.
It’s Acceptable to Err,
Make sure you keep conducting these audits for every marketing strategy you develop. Making mistakes in marketing is acceptable. To improve our work in the future, we must be sure to learn from our mistakes. Experimentation is a key component of any successful marketing campaign. Until you try it, you won’t be able to determine which path is best.
Keep track of all the information you gather so you can review it later; it will be useful when you’re organizing your next campaign!
5: Keep an eye on your deliverables.
What specifically is included in your nonprofit marketing strategy? Are you going to make posters? Liven up your events? Post on the website and social media accounts of your company? Send out weekly emails to donors? Whatever you decide, no matter how broad or specific, is up to you. Your target audience, your budget, and other variables will all play a role in this.
Whatever the case, each of these “executables” needs to be monitored. Learn what each will accomplish, how much it will cost, when it will be implemented, and who will be in charge of doing it.
6: Establish a Schedule
Create a schedule of these executables now that you know what you want to do in your nonprofit marketing plan so that you can plan when they will occur over time. If possible, leave space to reorder some of these events if you need to pivot at any point. Although pivoting tactics can be costly, it’s also possible that a pivot will save you from a loss of donations that is even more dangerous.
7: Produce Materials and Templates
Over the course of your marketing campaign, information may change. If part of your strategy is email marketing for news and events, it might not be possible to foresee in advance what these messages will look like. However, you can jump start the process by giving your team working templates. You can get a head start on creating content by making email templates, sample newsletters, and simple blog post outlines to lessen the rush when the time comes.
Plan for automatic personalization when creating your templates. For instance, you can include placeholders for the recipient’s name in email marketing. We Need Your Help, [RECIPIENT], it might read. You can change the text in the brackets.
8: How Should a Nonprofit Marketing Plan Be Written?
Putting all of the earlier steps into a single, written plan for your nonprofit organization may seem overwhelming. Writing down your ideas, however, can be very beneficial for the success and execution of your plan. A written document can be a valuable resource throughout the campaign, even though marketing plans can be complicated and difficult to keep track of.
You can submit the document to organization leadership for review and approval after it has been created. These kinds of documents make debating and evaluating marketing strategies much simpler and more effective.
Nonprofit marketing is changing the way we do business. It can help you grow your business by providing a number of benefits such as increased revenue and efficiency. To maximize the benefits of nonprofit marketing, you’ll need to familiarize yourself with its different components and use them in combination to achieve your goals.