How many times have you bumped into someone at an event, made the small talk, and then realized this person has never even heard of your organization? It happens to everyone, despite the work nonprofits are doing every single day to increase their visibility and get more of the right eyes on their work.

And while loyal donors are among the best assets a nonprofit can have, attracting new donors is vital to nonprofit sustainability and growth.

For your donor base to grow, you need to know how to grab their attention and keep people interested in what you do and how that works impacts them. The good news is that there is no shortage of ideas out there to attract the attention of an entirely new audience. From having a vinyl banner installation completed outside your office to throwing up billboards around town, it can be overwhelming to understand and evaluate all of your marketing choices and choose the ones that fit your budget and specific market.

Here are five ideas on how to make your nonprofit’s work more visible and attract new donors.

1. Use the data you already have in a new way

When was the last time you sent a message to your email list and shared something new with them? Most nonprofits say they have an email list but very few are cultivating those email subscribers in an effort to turn them from friends to donors. Open up that email platform and send an email that says “we’re doing incredible work that impacts you and here’s how.” (Okay, don’t actually use those words but you get my drift). Or, use your nonprofit database to identify where your last 10 new donors came from and then use that data to re-create those efforts. For example, if your database shows you that your last 10 new donors came as a result of the event you held with a partner organization, reach out to that partner and brainstorm about how you can do a similar event again.

2. Ask your best donors to “leave reviews” about your work

Okay, hang on. Yes, nonprofits can request and receive actual reviews. These are not just for businesses. You can also consider asking your current customers for a testimonial or a review (customers, in this case, can also mean a client/recipient of your programs). When those who know and love your work tell other people about it, you’re more likely to see a new segment of potential donors emerge.

3. Leverage word of mouth

As the world begins to reopen and your volunteers, board members, staff, and clients are out in the community, help them understand how to talk about the work you do and why it matters. It might be asking your board members to talk you up at the next golf event, equipping your staff to share your mission with their book club or girls night out group, or asking your past clients to recommend your program to a friend. Most people are much more receptive to new organizations if they know someone who has been impacted by their work or they hear about the organization through a trusted friend.

4. Identify your nonprofit superpower

What do you do better than anyone else? This isn’t the time for humility or competition — it’s the time to get very specific about your nonprofit superpower. Your organization exists because you meet a very specific need in your community and without your services, a group of people would be less fortunate. Once you identify that superpower, begin to create messaging around the idea and weave it into everything you share. The more clear your message, the easier it will be for others to identify you as the solution when they need your service and the more compelled donors will be to support your cause.

5. Use print and digital marketing to reach your people

While it’s safe to say that the majority of everyone you need to reach is online in some capacity, that audience may not be specifically searching for your services on Google, yet. When you use a combination of both print and digital marketing strategies to reach new groups of people, you’ll increase the likelihood of the right people finding you and taking action. So yes, go ahead and use those rack cards to promote your newest program, have a consistent presence on social media, and ensure your website is updated with the most accurate information, including how to easily support your work.

If that sounds like a monumental task, here are a few resources to make it easier:

• You can use my free template to create a rack card in less than one hour!

• If you’re using PayPal, don’t miss this great tutorial video on how to enhance your giving form and increase your average gift

• If you don’t love your website, it might be time for an upgrade or refresh. Check out our website design services with Sarah Moon & Co.

Which visibility strategies are you using? Which ones are working well? Tell me in the comments below!

Until next time,

Andrea