In order to market for nonprofits you need to stay on top of your game. To win, you must create a good image in people’s minds and make them view your organization as part of their lives. It’s not because you want to be famous or anything. It’s so that you can inspire more change if many people know your cause.
To sell your nonprofit vision, you should maximize the right marketing strategies. Below, you will discover the top 5 low-cost marketing strategies for nonprofits. You can use them to promote your organization far and wide and change the world.
1. Build on Your Website
Your website is the primary marketing tool that potential nonprofit supporters visit most. They do this to find out more about what you do. That’s why you need to build your website using a nonprofit website builder.
If your website is excellent in design, content, and functionality, you will likely attract a huge following. These followers can become the backbone of your nonprofit organization by offering the needed support.
One way you can build on your website is by taking advantage of video marketing. For example, you can tell the world your organization’s stories through videos posted on your website.
People prefer video content. They help the organization earn interest and support from various audiences. As a result, a lot of organizations continue to benefit from this effective strategy. According to a study done, 94% of marketers using video marketing plan to continue using it.
Usually, when people visit websites, they choose to click and watch the video content rather than reading the written texts. A nonprofit organization can add exciting videos that contain the critical message you wish to pass on to the audience.
Here are reasons why the video on your website can help market your nonprofit to a broader audience compared to written text:
- The majority prefer visual content. Human beings also process visual information 60,000 times faster than written information. The same study reveals that 90% of the information sent to the brain is visual. So, people remember the visual content longer.
- Since video is personal, it can inspire immediate action. It prompts emotions and feelings of empathy, which may not be evident when marketing via the written word.
- People can learn more through videos. Nonprofit organizations need to use video marketing to educate communities on their causes. This will help boost their vision and garner the attention and funding they need.
- It is easy to share videos and spread the nonprofit’s cause. Consumers enjoy sharing videos, especially those that motivate people and inspire community action. Research shows that 62% of people say that they consume video media thoroughly.
- Videos are interesting. Incorporating them into your website helps keep supporters, followers, and visitors interested. It also keeps them engaged with the content. Afterward, a necessary action inspired by the video will most likely follow.
Main Tip: You need the features and functionality that will prompt visitors to take the necessary action. For instance, if your nonprofit brand focuses on raising contributions, you need to optimize the placement of the donation button on your website. The button should be in a position where people can see it right away.
2. Take Advantage of Google Grants
Another way organizations can cut down on costs is by using tools that can maximize efficiency all the while reducing hassle. This is where Google Workspace for Nonprofits comes in handy. With the vast assortment of free tools at your disposal, this has the potential to transform your organization.
Google gmail helps to send mail and other important attachments. Google calendar makes sure you never miss a beat and keeps yourself organized. Google slides come in handy when you want to make a presentation.
There are also other tools such as google Ad sense, google keyword planner, google earth, google maps and much more. These free tools all add up to bring value to your organization. This enables you to grow faster.
The free Google grants is a nonprofit scheme that can increase traffic on your website. It gives $329 per day and $10,000 per month to eligible nonprofits.
It helps nonprofit organizations widen their public service communication to a worldwide audience. This helps to boost the organizational impact on the world.
With Google Grants, you can reach new audiences that you could never have found in any other way. Fortunately, this grant is available in many countries- It can favor most nonprofits.
To qualify, you must confirm that your organization is:
- A nonprofit organization
- Not a healthcare organization
- Not an academic institution (Google has a different program for schools)
Also, ensure that you work with an expert who understands how to set up the Free Google grants.
Main Tip: Once eligible as an organization, ensure you maximize the free adverts each day. It will help increase the chances of reaching and impacting a wider global audience. Please, take advantage of this effective strategy because it only costs your time.
3. Maximize Creative Social Media Marketing
Social media is a popular marketing strategy. Nonprofits can use it in creative ways to reap huge benefits. One opening that you can use to your advantage is the ‘donate page’ found on Facebook. More so, it is a free tool that provides a means for nonprofit organizations to showcase their brand power.
It is also a channel to engage with followers and supporters. The same people may become valuable nonprofit organizational members. For example, you can use Facebook and YouTube to post news, stories, videos, fundraisers, and organizational reviews.
Can you visualize the number of potential members you can get over time? The number can turn out to be thousands within a short period.
The key secret here is to post organizational information that inspires lives. It should be content that will stimulate people to follow your pages and be part of your vision.
Below are ways you can use as social media marketing:
- Sharing important news about your organization
- Hiring employees and volunteers
- Recognizing donors, employees, and volunteers
- Boosting your brand awareness
- Conducting fundraisers
Main Tip: In your social media marketing, always remember to use the key message you incorporated into your nonprofit marketing plan. It helps maintain the consistency and target for your social media posts.
4. Implement a User-Generated Content (UGC) Campaign
Take advantage of the curated content from supporters, volunteers, donors, event attendees, or even the public. Content curation entails collecting, selecting, categorizing, and presenting the most relevant, highest-quality information.
The info targets to meet your audience’s needs on particular subjects in line with your organizational goals. When you put in place User-Generated Content, it reduces your workload and acts as solid social evidence of your organization.
To start your UGC campaign, use your social media pages to call out essential stories, videos, and images (those related to your nonprofit’s cause). You then create a hashtag, which people can use to alert you of any new UGC.
Some necessary curation tools that can work for you include social monitoring tools and Google Alerts. These tools can inform you when there’s any mention of your organization or hashtags. They can also let you know when there’s a discussion on topics of interest related to your organization.
This way, you get opportunities to source User-Generated Content. You can also benefit by receiving inspiring stories and new ideas, which you may not have known about. You also get the opportunity to take part in relevant discussions that can help market your organization further.
Main Tip: You don’t have all the time to do everything yourself. Ensure you allow the UGC campaign to work on your behalf by generating the relevant content your organization needs. Using the curation tools also offers your team free time to grow the organization in other ways instead of spending most of your time researching everything.
5. Engage the Community in Nonprofit Event Marketing
Nonprofit event marketing is a valuable and exciting way to connect with the community. It is also effective in raising awareness about your organization, raising funds, and earning collective support for your cause.
As a nonprofit organization, make it a habit to hold periodic community events. Once you make it consistent and people get familiar with it, such events can work great in building your organization.
Take an example of PAWS, which stands for Pets Are Worth Saving. It is a nonprofit animal rescue. Every summer, they often conduct a PAWS 5K raise to increase awareness and funds for the organization. People register for the event, donate, and take part in the activities.
A lot of people find it fun to take part in the races and compete amongst each other. There are different types of events you can organize to market your nonprofit vision. For instance, you can choose fundraisers, competitions, or even an auction kind of event.
Some of the ways a nonprofit can benefit from community event marketing include:
- It helps bring the whole community together to raise awareness and celebrate the victories of the organization’s cause.
- It offers the nonprofit a means to promote its services to a broader audience.
- It inspires people towards competition and physical activity. For example, the race participants raise funds for the organization and also participate in the running contest.
- It’s a fun activity to engage in. You’ll find people going to the event to support runners, run with their dogs, or be a part of the cheering team — But the ultimate cause is to share and boost the nonprofit vision.
Main Tip: Whatever the nonprofit marketing event you choose, ensure you stick to the same event and make it consistent. Ensure it always takes place at a particular period. This way, people can quickly identify with the event, prepare for it, and anticipate it.
Aim to Achieve More With Less
There are occasions when a nonprofit cause works with a tight budget and a small team. In such scenarios, responsibility rests upon the marketing team to work smart and achieve more with less. The first step you take as a team will determine the organization’s long-term accomplishment.
Your organization does not work for a profit. With the right marketing strategies, it can scale the heights of success. You can build on the nonprofit’s public awareness, which can convert into traffic and funds.
Here’s how you can achieve more with less:
- Use Chatbots for Common Inquiries
Chatbots are digital assistants that depend on artificial intelligence and machine learning. They help organizations save on costs and connect with clients in the increasingly digital world.
- Work More with Social Media Posts that Help Recycle Old Content
A study by Hubspot determined the most influential blog posts in generating leads. The main aim was to establish the posts that received the most visitors clicking on a call-to-action within the post; resulting in lead generation.
The analysis revealed that; 76% of their monthly blog visits resulted from “old posts.” Furthermore, 92% of their monthly blog leads also resulted from “old posts.”
This suggests that allocating your time and budget to create new content may not be wise. Setting aside a portion of your resources into using social media posts that proved effective in the past may be just as effective as new content.
Repurposing old but valuable content helps in grabbing the public’s attention. This can be achieved in a short amount of time and with minimal effort.
Collaboration sites, referred to as social news and bookmarking sites, often enable your audience to team up and save your information. The same information can be re-posted sometime later.
Social media posts also enable your audience to share your old posts on their profiles by clicking the “share” button. Content posted many years ago can be recycled and still become as effective as before. The same old inspiring post can push audiences into taking the necessary action to boost your nonprofit vision.
Note that the evergreen content is excellent to repurpose and repost. This is the content that remains relevant no matter what the trend is.
Furthermore, new consumers will also get the chance to view the old evergreen content for the first time. Often, when you repost such content, many people will still consider it as fresh content.
The evergreen content is cost-effective and time-saving. You only need to dig into your archives to establish what is evergreen. Then, once you have a list of the posts, find out the most trending topic relevant to the present day.
Ensure you also use this kind of content on new social media platforms. Sharing the old trending content on new channels can work wonders and initiate immediate action from audiences.
For example, you can dig on a post that went viral on Facebook sometime back, and post it on Instagram or Twitter. However, you must ensure that this content can work in a new social media context.
By taking advantage of the low-cost marketing strategies above, your nonprofit organization can benefit by creating awareness, engaging the right stakeholders, and advancing your nonprofit vision.