If you work for a nonprofit, chances are you don’t have a huge budget to throw at elaborate email marketing or other marketing initiatives. Making the most with what you have is essential, especially when your ability to market effectively to your audience is so closely linked with your ability to raise funds for your cause.
Online giving grew by 12.1 percent last year, according to Double the Donation, with an increasing number of individuals eager to engage with and support the organizations that they feel strongly about. That’s a huge opportunity to use digital marketing to enhance your fundraising potential and expand your reach in profitable ways.
The key to cost-efficient marketing for nonprofits is to diversify your efforts since the wider the net you can cast, the more successful you’re likely to be. This also helps ensure that you make the right kinds of connection with your audience; women, for example, are more likely to make a donation based on social media marketing, while men are more likely to give based on email marketing. If you’re not doing both (plus a bit extra), you’re losing out on funds for your cause.
As for where to start, we’ve got you covered. Here are three cost-efficient ways to market your nonprofit for positive results.
1. Create Content
Content fuels many different initiatives, including your sales efforts, your email marketing efforts, your recruitment efforts, and your customer support efforts. It also provides resources and information to your audience in a way that’s inexpensive to create and maintain, so long as you have someone in-house who can handle the day-to-day aspects (ideally someone from your marketing team).
There are a lot of different types of content that you can use to spread awareness about your nonprofit’s mission, goals, and purpose. Original content is also a great way to build authority and show people why your organization is one they should support. Make sure to engage in strategic keyword research to figure out exactly what your audience is interested in and searching for. Then cover topics that convey just how necessary your work is — plus why you’re well suited to address it.
2. Create Email Nurture Campaigns
Email marketing and promotional campaigns were responsible for 28 percent of all online nonprofit revenue in 2017, with small organizations seeing the most donation revenue returns per message. That’s a lot of incentive to ace your email marketing game, as well as to organically grow your contact list for wider reach—after all, the more people you email, the more you’re likely to raise.
Use an automated email marketing tool, like Benchmark Email, to create drip campaigns that you can send to prospects as a way to inform them more about your organization and what their support can do. And to make sure you’ve got a substantial list to work from, create a form on your website where users can easily enroll in your email marketing and consent to ongoing outreach.
3. Establish a Social Media Presence
Creating social media profiles for your nonprofit could be one of the most impactful marketing techniques you implement. Social media helps keep current and potential supporters up to date on what you’re doing and why it matters. It’s also a great way to reach new prospects, with shares and likes helping your organization get in front of people who might not have found you otherwise.
Make sure that you have a social media strategy that seeks to establish your brand with consistency and integrity. From there, focus on sharing engaging content so that your followers will stay interested and be more encouraged to get involved. Place a big focus on imagery, especially since, as you likely know from your other nonprofit marketing tactics, an image can often promote your cause even better than a block of text.
Of course, social media — just like content creation and email marketing — is not a one and done. It’s important to stay consistent with updates and engagement since failure to do so could make potential donors think that your organization isn’t active or reliable. There’s a lot riding on the impression you’re able to present online, and social media is particularly crucial for making it a strong one.
Make a Plan and Get to Work
The more you can strategize ahead of time, the more effective your marketing initiatives will likely be. Sit down and put together a marketing plan that covers what you’ll be doing and how much each tactic will cost, and keep an eye on your overall budget so that you can be sure to stay in line.
As you start to put your plan into action, monitor your analytics closely to see what’s working and what’s not, especially when it comes to fundraising efficiency. Over time, you’ll be able to hone in on exactly what works the best with your audience so that you can put more focus — and, if possible, more money — into those high-impact endeavors.
To learn more about how Benchmark Email helps nonprofits, click here.