Five inexpensive ideas to promote your nonprofit in 2021 and start getting noticed
According to the National Center for Charitable Statistics (NCCS), more than 1.5 million nonprofit organizations are registered in the U.S. Chances are good that many of those nonprofits tackle the same areas you do but this doesn’t mean it’s impossible to stand out among the crowd.
Sure, there are a million digital marketing ideas out there right now and while I always advocate for experimentation, the key is to first clearly articulate your nonprofit superpower:
Why what you do is different than everyone else and why it matters to anyone else.
More than one nonprofit (heck, thousands actually) can serve the homeless but none of them are doing it the way you do. Perhaps your focus is on the female homeless population. Or, maybe you’re working tirelessly on behalf of homeless teens.
Regardless of your specific mission, it’s critical that you enter the digital marketing space equipped to tell your story in a unique way, and to keep the focus on how it’s changing the world (or even just your community).
It’s also really important to remember that not all strategies are perfect for all nonprofits. The ideas listed here are general and meant to get you thinking outside the box. If you’ve tried them once or twice, perhaps it’s time to revisit with a new spin on the idea? And if you’re stuck in the wheel of doing the same things over and over because that’s how it’s always been done, it’s definitely time to switch things up a little for the second half of 2021.
Five ideas to consider are:
Use creative storytelling
Leverage your website
Show up consistently on social media
Explore creating an app
Plan an offline or online fundraising event
Now, let’s get a little more in-depth on each one:
Use creative storytelling and involve the media
To connect with people and raise awareness, storytelling is the key. You’ll need to build the story behind your organization to appeal to the emotions of the audience. Gather stories from the people who understand your work and why you do it. While volunteers and first-hand participants are natural sources to approach, don’t forget to also include your staff members and board members, too.
When you’re crafting stories, ensure your focus is on the listener, not on you. Why will they care about the story? How does it relate or resonate with them?
My Purposeful Press Release Guidebook and Template can also help you share your story with your community on a larger scale. If you’ve ever wondered how to get more media coverage or what to say in your email pitch to the media, take a look at this nonprofit press release template.
Leverage your website
Optimizing your website is one of the best ways to improve the visibility of your charity. Ensure that you use the latest SEO strategies and create high-quality content. You might want to work with a professional marketer to improve your site and if you don’t already have one, consider adding a nonprofit blog, as well.
Your website should be the hub of your online marketing strategies and all of your other marketing efforts should point your audience to the website. Once you have them on your site, ensure your site clearly tells your story right on the home page - what you do, who you do it for, and why it matters to others. When you combine a great message with emotional photos and a clear call to action, your audience will understand what you want from them and how to make it happen.
Show up consistently on social media
To increase the visibility of your nonprofit you’ll need to leverage the awesome power of social media. Using social media you can deliver engaging content, connect with your audiences and grow your reach. There are plenty of ways to boost your visibility on social media, from viral challenges to video marketing, user-generated content, and competitions. Focus on the platforms that your audience prefers, and ensure that you are targeting the appropriate demographics. With an excellent social media campaign designed to drive traffic to your website, you’ll boost your online presence and help the right people find you.
Explore creating an app
While they are not right for everyone, some nonprofits can increase visibility by creating an app. With the help of an app, you’ll be able to encourage donations, drive awareness, and connect with your volunteers. In the process of Mobile App Development you’ll need to focus on UX, ensuring that the design is appealing and that the messaging is consistent with other online platforms you’re using.
Keep in mind that when you’re creating software, designs, or even media content, it’s important to work with an IP consulting company. These companies can support your nonprofit with intellectual property management to protect your digital assets. To learn more about IP consulting services, take a look at GHB Intellect IP consulting. If you are a small business and you prefer to manage these IPs in-house, you can explore using a digital asset management system instead.
Plan an online or offline fundraising event
Every nonprofit has a love/hate relationship with fundraising events. They are certainly a great way to raise money and awareness but also involve a great deal of time, planning, and staff input. When you’re planning a fundraising campaign, think of unique and innovative events that can bring new life to your community and showcase your work in a new way. Instead of going for a traditional running event or bake sale, consider a sponsored ‘danceathon’ or a community paint jam. Events can be a drain on the budget upfront so also consider how you’ll incorporate corporate event sponsorships, as well.
Which of these are you already doing and which ones do you need to explore further? Don’t forget to do some testing and to make sure that all of your digital marketing strategies are working in tandem with one another with the same core message and goals.
Until next time,
Andrea