Nonprofit marketing is quickly evolving. Between new platforms, algorithms, and donor preferences, reaching the right audiences and influencing their behavior presents new opportunities and challenges. That’s why I’m inclined to share these essential nonprofit marketing tips.
Successful marketing in the nonprofit industry isn’t just about getting eyeballs for fundraising initiatives. It’s strategizing how you can create a long-term, meaningful connection with those who are passionate about your cause and share your vision and values. Here are essential nonprofit marketing tips to help you optimize your strategy in 2022.
Understand Your Donors
Be it nonprofit or commercial industry, effective marketing starts by understanding your target audience. If you don’t know who you’re talking to, it’s difficult to grab attention, let alone create a connection. Create your ideal donor personas based on market data (demographic and psychographic information). This may include age, location, occupation, occupation, income, personality, lifestyle, hobbies, communication preferences, and causes they care about (look for history of donation and volunteering).
There is no shortcut to finding donor information — you must invest resources to research and understand your audience, which will inform your marketing strategy. Surveys, interviews, and focus groups are the most common (89%) techniques to gather this data.
Segment Your Audience Strategically
Donors have different connections to a cause. You can’t communicate with your institutional donors the same way you address your individual donors. Hence, it’s essential to segment your audience to make your message resonate. Group your donors based on similarities. Nonprofits typically segment donors based on donation amount, donation frequency, acquisition channel, and initiative.
Use Compelling Visuals
Digital marketing platforms allow us to deliver our message at the right time to the right audience. With a saturated online space, it’s important to use captivating visuals to cut through the noise. Beyond grabbing attention, carefully crafted content can foster a personal connection between your cause and donors. Shortform videos for TikTok, Instagram and YouTube shorts, photos and videos of those impacted by your mission, infographics, and testimonial videos can be powerful.
Respect Donor Privacy in Email Marketing
When people sign up for your email, they want to hear from you. Hence, it’s important that you prioritize their privacy. Due to privacy changes, nonprofits are quickly evolving the way they capture this type of information due to the changing privacy laws. Always allow donors to choose how and where they provide their information and the type of content they want to receive.
Distinguish Your Presence on Each Social Media Channel
You don’t want to have a cookie-cutter approach to your social media channels. If you share the same content on each social media, your audience won’t follow you on all of them. Leverage the different features of each social media to customize your content format.