Are you feeling stretched thin with your marketing strategy? According to a 2016 study on Nonprofit Content Marketing Trends, the average nonprofit organization uses twelve content marketing tactics to reach the audience. There are so many channels you can use for communication – and when your audience is divided you have to reach them whether they are at the computer, at the mailbox, or browsing Google.
Use these tips to tighten up the marketing strategy you have in place for your nonprofit.
Tip #1: Know Your Donors
Before you can implement any marketing efforts, stop and get to know your donor personas. In retail and other industries, these are called customer or buyer personas.
You need to know what connects your donors, and target those specific people. It helps to write our personas with names and details, for example Laura the Lawyer is a mid-level donor that is in her early 30s, is married without children, and wants to donate her time and money to a charitable effort.
Tip #2: Keyword Strategy
Nonprofits don’t have the time, money, or resources to spend on marketing efforts. One way to make sure all of your content marketing works in concert with itself is through following a set keyword strategy. When you use the same wording on everything, your authority score increases and your supporters know what you represent. Although it seems repetitive to you, most people are not seeing all of your content marketing channels.
Be sure to repeat your phrases over and over. A good keyword strategy is used across both your paid Facebook advertising and Google Adwords.
Tip #3: Go Where Your Donors Are (on Social Media)
No matter the average age of your donors, they are definitely on social media. People spend time on LinkedIn making business connections, Facebook catching up with high school friends and even Twitter to read the news. Reach your audience where they are with relevant information. Offer a corporate giving program? Serve a Facebook ad to people in your area with the business title “business owner.” Want to push a payroll deduction program? Offer a signup with an informational LinkedIn article.
Remember your nonprofit needs a clear message, but just on the right social media platform.
Tip #4: Invest in Paid Facebook Advertising
Paid Facebook Advertising reaches your donors where they are. According to Pew Research Center, in 2016 nearly eight in ten Americans is on Facebook. With a highly targeted Facebook ad campaign, find new supporters within your community but outside your current group. Nonprofit managers that aren’t comfortable running their own campaigns can get professional advice.
Tip #5: Make Yourself Approachable
The way you implement this tip will change with social media and marketing. Making your nonprofit approachable currently looks like creative solutions like announcing your next big partnership on Facebook live, hosting a Twitter Q&A with team, or running photo contests to engage your volunteers online.
Do what you can to make your nonprofit approachable to the audience. As a general rule, you should respond to messages quickly, comment on posts to your page, and pay attention to what others are saying about your business online.
Grow Your Nonprofit with Marketing
Set up the right marketing strategy for your nonprofit and it will grow. Just as a business finds consumers online, you can reach your donors in the same way. It is just a matter of knowing your donors, setting a keyword strategy, maintaining a blog, going where your donors are, and making yourself approachable. Marketing is an asset, just make the most of it by focusing on these tips and committing to consistent efforts.
A business marketing consultant can help marketing managers, sales managers, and CMOs with your nonprofit strategy and build a robust online presence for more leads.