Quick—name a nonprofit. Name three. Which organizations sprang to mind first? If you’re like most people, the names on the tip of your tongue were of major national or international institutions. The majority of nonprofit marketing we see comes from larger organizations, which is part of the reason these brands remain at the forefront of our minds.
However, there are more than 1.5 million nonprofit organizations registered in the U.S. alone. For many, earning trust and support at the local level doesn’t come easy. From grassroots groups to national organizations with hundreds of local chapters, local nonprofit marketing brings its own unique set of challenges. Even national nonprofits often struggle to implement cohesive campaigns across their many branches. Here are the five biggest hurdles of local nonprofit organization marketing, along with some insights on how to overcome them:
1. Nonprofit Marketing Tips for Establishing Awareness Among Giants
Historically, over two-thirds of charitable donations have come from individuals. These donors may live and work in the same communities as many local nonprofits. Yet, when it comes time to give, they often donate to larger national nonprofits. Trustworthy nonprofits like The Salvation Army and United Way certainly deserve that support, but local nonprofits or chapters who also do good may struggle to establish trust and gain equal support. Even larger organizations may have trouble raising awareness and support for their local chapters and initiatives.
However, local nonprofit marketing experts can leverage location and structure to engage donors in several ways:
- Taking action quickly. Less red tape means new campaigns, programs, and initiatives can be rolled out faster. Feedback can be incorporated more easily and efforts adjusted to meet the needs of the community.
- Speaking with media. A new nonprofit marketing campaign or marathon for charity may not attract the eyes of national news outlets. Local press, however, love to tell positive stories of community members making a difference. By building relationships with local reporters, local nonprofit leaders can also have a major impact on awareness—and donations!
- Being present. While heads of national nonprofits may not be able to attend every fundraiser and event, leaders of local organizations often can. When they do, they can share their vision and also give heartfelt thanks for support. That genuine human interaction makes a big difference.
2. For Digital Nonprofit Marketing, SEO Isn’t Enough
“Giving to a nonprofit is like exercising. Everybody knows it’s good for them, but it takes some inertia to actually get started,” says Chong Ren Jean, Marketing Manager for B1G1.
Many would-be donors simply don’t know where to start. Often, Google doesn’t help them find the answer. “People don’t naturally search for “How can I give back” on Google, unlike other searches for B2B or B2C products/services like “quality running shoes,” says Chong Ren Jean.
“For this reason, we’ve found that digital word of mouth referrals have enormous potential in both generating traffic and actually converting leads. Nonprofits should consider tapping into largely under-utilized (by marketing standards), yet extremely popular social media channels such as WhatsApp, Line, Wechat, and other messaging apps that actually connect individuals. An individual is more likely to take action when they’re encouraged by a trusted source. It also helps in building the sense of connection required when deciding whether or not to give—a challenge that nonprofits face over more “logical” purchasing decisions involved in typical consumer products.”
Social media can also empower supporters to help grow local support by sharing messages with their personal networks. Think of the enormous success of the Ice Bucket Challenge of 2014. The campaign was reported to have raised more than 220 million dollars for the American A.L.S. Association. Much of the campaign’s success was credited to social media. On Facebook alone, users posted more than 17 million videos of dumping ice over themselves and also encouraging their friends to do the same.
3. Nonprofit Marketing Tips for Strict Budgets
“One big challenge is the fact that most nonprofits have a limited (and some a nonexistent) marketing budget to work with,” says Jeff Kear, Founder of Planning Pod. “It’s a Catch-22. They can’t grow unless they have a sustained nonprofit marketing effort, but they can’t afford the tools and people that will enable this growth.”
How can these nonprofit organizations create a winning marketing strategy from a limited budget? Kear recommends making the most of existing marketing assets. “Some of the most valuable marketing assets of any nonprofit are their contact, member, and donor lists. There are plenty of ways to leverage these. This includes email marketing that doesn’t just ask for donations, but also keeps people informed about pressing issues, news, and developments in your area.”
Automated marketing campaigns provide a solution. Send targeted messages after memberships are renewed, donations are made, or even after users check out specific campaigns on a nonprofit’s website. When the right message is sent at the right time, engagement and conversions rise.
4. Empowering Volunteers Without Threatening Brand Compliance
Visit your local nonprofit and you aren’t likely to see anyone twiddling their thumbs. With plenty of work to be done, manpower is a precious resource. Although volunteers are often happy to donate their time to local nonprofits, they may lack training or a comprehensive understanding of the brand’s image and values. Well-meaning volunteers may create flyers or social media posts in an effort to encourage donations or spread awareness. However, if their marketing strategy doesn’t meet guidelines, that hard work can do more harm than good.
To encourage volunteers to contribute without risking compliance issues, local nonprofits rely on Digital Asset Management systems and customizable marketing templates. A dedicated DAM system allows nonprofit organizations to easily store and share everything from approved fonts and logos to images and brand guidelines. As a result, employees and volunteers don’t need to rely on guesswork when creating nonprofit marketing campaigns. All the design elements they need are available at the touch of a button. There’s no better way to ensure brand compliance.
5. Adapting Marketing Strategies to Millennial Donors
Though millennials are often stereotyped as selfish, most are happy to donate. The way they do it, however, is different. Millennials love crowdfunding campaigns and are an incredible three times more likely to donate to these campaigns than are Baby Boomers.
Relying on crowdfunding isn’t an option for many local nonprofits. However, they can use these facts to adapt their nonprofit marketing strategy:
- 80% of crowdfunding supporters donate via mobile devices. Mobile-friendly and optimized websites help make donating on mobile is simple and fast.
- Social networks drive most crowdfunding donations. Use Marketing Templates to create consistent ads and posts on a variety of social media platforms. Update consistently and also use location targeting to reach locals.
- Crowdfunding often focuses on individual stories. Don’t be afraid to do the same. Concrete examples of exactly how a specific dollar amount impacts an individual in need inspire readers to give.
- Encourage social sharing. A single social share raises an estimated $37 in donations. In addition, posts extend the reach of a campaign without eating into limited nonprofit marketing budgets.
While local nonprofit leaders make it their business to meet the needs of their communities, it’s important to remember that these needs aren’t static. They’re constantly changing, and nonprofit marketing strategies should change with them. To gain continual support, local nonprofits need to speak to donors, volunteers, and employees. They should attend council meetings, fundraisers, and other events to speak one-on-one with those they hope to serve. When they do, they’ll find it much easier to overcome these challenges and transform lives.
Make the Most of Marketing Insights
How to Quickly Define Marketing Automation
Modern-day marketers love marketing automation. And why not? It simplifies repetitive tasks like sending email responses, posting to social media, and completing various other website actions. It saves time, money, and frustration, and helps make marketers' lives...
How to Create Brand Awareness for Your Business
How familiar is your target audience with your brand? Do your customers easily recognize your company? Does your business have distinctive qualities that people relate to?These are the traits that define strong brand awareness. Amazon has it. They're the most valuable...
5 Signs You’ve Lost Control of Your Brand Image (and How to Get It Back)
Your brand identity is more than a logo or a visual identification. It's how someone perceives your product, service, experience, or organization. It's how they feel about it. David Ogilvy, well known as the “Father of Advertising,” defined a brand as “the intangible...
I support our local non-profit groups because they make things done quickly and they need more help.Totally worth it!
Thank you for this. I am pinning it to read again as I am forming a non-profit
I volunteer for non profit organizations when I have time to spare. However, my children do a lot of volunteer work, especially during weekends. I am not aware of the non-profit organizations’ marketing challenges. I need to let my kids know about this.
These are really interesting information. I tried raising money on my own but it did not work until I offered a service.
Volunteering for nonprofit org is awesome. I wish my health allows me to do volunteering. I need to get out more to be active and help others.
I love your content. I need to share it with one of my mates who is working with a non profit organisation. You have stated a well detailed and comprehensive plan of action.
What a great post I enjoy reading this so much, Glad you share this article.
This is a very interesting read! I love all of the information and how thoroughly you address common issues.
This is great to know! I love helping non-profit organizations. Will definitely suggest these tips next time!
For non profit the media can become such a fantastic partner. If others see reputable media supporting a brand they are likely influenced
I’ve been a part of a non-profit program before but I didn’t know much about the marketing challenges. I think this is a very good guide for people who would like to start a non profit organization.
Volunteering and non profits are so great. I need to do this more! Nice tips.
I have been working in non profit for 20 years and these tips are very helpful. It is never easy and marketing strategies need to constantly change.
These are useful things to know! I have worked with non-profit groups in the past and all of these would have come in handy then.
This is really interesting. I know small marketing budgets are a big challenge for a lot of local non-profits in my area.
I volunteer for a non-profit and there is so much in here we are not doing. I need to fix that.
I used to volunteer for a few different non-profit groups, and had such an amazing time doing it, got to meet a whole host of wonderful people. I had never thought about their marketing challenges before.
I’ve never volunteered with a nonprofit organization but I’d love to. When I do, I’ll definitely use your tips.
If you’re looking for places to volunteer try checking out VolunteerMatch.org. It’s a great place to find opportunities that match your skills and interests. Volunteering is always rewarding, but when you find the right fit, it’s also fun!
Great content! I do event planning for a non-profit and will definitely share this with our marketing person.