Written by Anna Stella – CEO of global marketing outsourcing agency BBSA
ONE of the biggest challenges that most nonprofits face in marketing is inadequate financial resources. In a world with loud, prominent, and financially enabled online and offline advertisers, charity organizations find it strenuous to operate, raise awareness of their cause, and succeed without spending large amounts of money. Marketing nonprofits is not easy. If you are a nonprofit interested in making the most of your marketing budget, here are five winning strategies to help you get noticed in this crowded world without breaking the bank.
1. Outsource your marketing
The number one rule for successful nonprofit marketing is keeping engagement levels high with donors, volunteers, and stakeholders. However, nonprofits often leave the marketing to the last minute, causing delays in fundraising and challenges in positive community engagement. Marketing constantly evolves and becomes more complicated with competition demanding more diverse strategies and multi-channel approaches. Marketing outsourcing provides viable solutions for small to medium-sized nonprofits by granting them access to specialized expertise and talents that may not be available in-house on demand. Working with marketing outsourcing agencies can help your nonprofit achieve high productivity and efficiency in a short time. Outsourcing agencies, like BBSA, can be responsible for cultivating long-lasting community relationships, mobilizing fundraising efforts, and developing innovative growth strategies, thereby allowing you to concentrate on primary and core activities.
2. Get clear on branding and messages
For most nonprofits, effectively communicating the vision and mission with clarity is more challenging than it appears. Often, nonprofits strive to offer multiple outreach programs but fail to establish a linkage that caters to the community’s needs. In addition, nonprofits do not adequately explain their results, goals, and vision to the donors.
So, how can a nonprofit make its vision easy to understand? The short answer is to create a concise and compelling boilerplate acting as an elevator pitch for the brand. The long answer is to develop a comprehensive boilerplate and a set of key messages that resonate with your multiple audiences and stakeholders — and then communicate with them consistently. As a result, donors and stakeholders will keep contributing to your cause.
3. Increase Your Nonprofit Online Presence
A great online presence is the best way to reach your nonprofit current and future supporters. Irrespective of whether your nonprofit is enthusiastic about advanced technology or inclined towards in-person interactions, your marketing strategy should include both traditional and digital marketing.
There is increasing integration between digital and traditional marketing strategies. For example, you could initiate in-person conversations with potential supporters and subsequently reinforce them with an email. An effective marketing strategy is a foundation for creating connections between various aspects of your nonprofit such as fundraising, communication, and budgeting. It also fosters sustained growth in your nonprofit.
4. Run a Peer-to-Peer Campaign
After gaining new fundraisers, supporters, followers, and email subscribers who believe in your cause consider initiating a Peer-to-Peer (P2P) campaign. Peer-to-peer campaigns make your supporters your fundraisers, where they mobilize and influence their social circles, such as family and friends, to contribute towards your cause. When your supporters are invested in your cause, they often find creative ways to introduce your nonprofit to their own communities and new audiences. They may plan campaigns such as outdoor events, work presentations, or home meetings. Alternatively, they can leverage social media platforms, send emails, send postcards to their contacts, and reach a wider audience.
With some social media platforms, such as Facebook, P2P fundraising is easy. Your supporters only need to set up a Fundraiser page and share it with their followers, allowing them to raise funds on your behalf.
5. Make Use of the $10,000 Google Ad Grants.
Google’s online ad program gives qualified nonprofits $10,000 monthly grants for free advertising money. Google Ad Grant is instrumental in helping nonprofits raise awareness of their cause, reach broader audiences, and attain increased funding from various resources. With the program, you can multiply your website traffic by thousands, whereas SEO alone would have brought in hundreds. Although Google Ad Grant has potential benefits, it has a few limitations. It is a complex process and time intensive setting it up. Outsourcing marketing agencies with it.