To succeed in today’s nonprofit sector, you need a strong brand that fully expresses the good you do. However, most nonprofits are still relying on operational teams to manage marketing efforts in their spare time. While every nonprofit team is challenged to do more with less —as often resources are tight, and teams are small – improving your brand awareness and fundraising go hand-in-hand. Here are five often-overlooked marketing areas that teams should ensure they optimize to help strategically market your organization.
1. Ensure your Mission / Purpose is Crystal Clear – The nonprofit sector, more than ever before, will need to stay clear about its mission and priorities. As teams have had to review missions, goals, people and processes in light of current COVID impacts, it can also be important to reassess how your mission is shared. Can your stakeholders easily recall and share the language in a way that is relevant to stakeholders today? Is your brand consistently communicated across all your channels in order to maximize brand awareness, understanding and action? If your team has quickly adapted to add podcasts, crowdfunding platforms, smart speaker / vocal donations, text-to-give, Pay-Pal or other new donation processing options – is the messaging from start to finish (invitations, reminders, donation forms, receipts, follow up emails, etc.) all reflecting your passion and purpose?
2. Personalize Communications – Nonprofit marketing can be challenging given the diversity of the audiences that teams communicate with – from children or vulnerable audiences to sophisticated major gift donors – there is no cookie-cutter approach that works. Customers across the board have also now come to expect personalized shopping experiences and information that is tailored to their needs. Leverage the many free software tools that can help teams easily adapt content and personalize your communications. Many can even automate steps to save valuable time.
3. Be Mobile Responsive – How many times do you use your phone vs. desktop to check your personal accounts? Have you ensured your communications to stakeholders reflects this new consumer behaviour? Teams need to ensure their website (including forms) are mobile-friendly, and that their email fonts and (small screen) images can be easily read and clicked on. Mobile “First” thinking ensures teams keep messaging clear, concise and formatted to be easily shared. Teams can also take it a step further a consider text-to-give or other new tools that allow returning donors to make a gift in 10 seconds or less.
3. Analysis & Insights – Given all the changes in 2020 teams need to rely on data and insights to inform their marketing plans. Take the time to ensure teams are aware of the changes impacting your organization, how COVID-19 has shifted consumer behaviours and reassess what activities are and aren’t working. It is critical teams are not wasting valuable resources on what is no longer relevant and are reassigning those resources to what will drive growth and advance your cause moving forward.
4. Volunteers as Brand Ambassadors – Many are predicting a spike in activism and volunteering as people seek to share their voice, volunteer in their community or in areas related to their careers. All kinds of professionals want to help nonprofits they care about and your existing volunteers are passionate and knowledgeable about your organization. But the stats on stewardship and appreciation are sadly often dismal. As personalized marketing grows, ensure the team is incorporating volunteer appreciation into their plans – as well as ways volunteers can help amplify your brand awareness efforts. Not sure how they can help? Ask a volunteer to take a 15-minute coffee break with you to thank them in person, and ask them for ideas. With Corporate Volunteerism continuing to grow, perhaps approach the lead for a local or like-minded company for a similar coffee chat.
If you have emerging needs or need help to reassess your marketing efforts, feel free to connect with us to explore if our expertise would be a possible fit. Contact us below for a free consultation or to inquire about our marketing and training supports. We focus on providing exceptional customer service, are happy to provide customer testimonials and work mainly by referrals.