PivotPath

Resourceful Marketing Strategies for Nonprofit Organizations

Marketing for a nonprofit organization can be difficult. Usually, there is little to no money set aside for marketing efforts. Because of this, it is crucial to use resources that are naturally present. Here, we outline marketing strategies you can use that are accessible and inventive. A tight budget calls for unique solutions; let’s get creative! 


Reach out to resources in your community

One of the best resources for a nonprofit to use is its community. Creating a marketing approach that involves the community can help nonprofits build a supportive foundation to grow from. 

Local TV stations, radio stations, and newspapers are great resources within the community to help spread awareness of your organization. So, start creating relationships with the news outlets in your community and make your nonprofit’s appearance a fun occasion. 

For example, a not-for-profit animal shelter could reach out to local new stations and suggest a “Pet Of The Week” segment. This way, the nonprofit gains weekly media coverage and the news station gains viewers for the new, fun segment—a win-win for both parties!

Grow your online presence

An important aspect of marketing to strategize is online engagement and social media. Social media is a great tool to use to connect with a large amount of people in a short amount of time. But, to elicit a response and reach the correct audience, it must be used strategically. 

It is important to remember that each social media platform serves its own purpose. For instance, what your organization posts on Facebook may not be effective on Twitter, and vice versa. 

Take the time to decide what kind of content your organization wants to put out on each platform. This will help to increase both engagement among users and overall awareness of your organization. Check out our blog about social media and branding to learn more.

Create influential and meaningful partnerships

Creating and maintaining relationships is important for any organization. For nonprofits, it is essential. Using existing resources and growing on established relationships provides many benefits for nonprofits. 

Look to your current supporters for help with your marketing efforts. Usually, supporters are thrilled to become active in an organization that they are passionate about. Partner with supporters or other people in your network that have a wide reach and can be advocates for your nonprofit. 

For example, advocates can promote your organization by posting content on their own social media accounts, running fundraisers, and using their networks to reach more people. Additionally, partnerships like these would help your organization reach groups of people outside of your current scope. 

Participate in visual marketing

One of the most impactful marketing strategies is the use of visuals. Visuals, such as pictures, infographics, and videos, can express your organization’s mission in a unique and effective way. 

When scrolling through social media or reading the newspaper, people are typically drawn to things that can tell a story with little effort. A picture or video allows for viewer ease and attracts more attention due to enticing colors, stunning images, and thought-out graphics. 

Visuals can involve people within your organization as well as the community that is impacted by your mission. For instance, a video of testimonials or a photo with a quote can story tell in an appealing and effective way for your organization.  

Personalize your outreach communication

People tend to disregard mass-created messages, sending a large amount of communication and information to the trash. Creating more personalized communication will increase response rates and engage supporters. 

Each donor and supporter is different. The way to continue their engagement will vary depending on their age, current level of commitment, socioeconomic status, and interests.

Consider planning out personalized messages for different groups of people when creating your monthly newsletter or weekly updates. This will ensure that the right information gets to the right people and will help to maintain engagement and interest in your nonprofit. 

 

Above all, do not hesitate to ask for help! If you are a nonprofit looking for assistance with marketing strategies, contact us for a consultation. Our marketing focuses on storytelling and community connection, and will be sure to help your organization enhance its presence!

COVID-19 Christmas

How To Market for the Holidays During COVID-19

There’s no denying that the holiday season is going to look a little different this year – from Zoom holiday get-togethers to Black Friday being primarily online. We’re all adapting to a new normal, and that includes new holiday marketing strategies.

Marketing strategies during COVID-19 have changed drastically. There’s a much larger push for online shopping and virtual events. Additionally, there is an added urgency to advertise these events on social media and other digital platforms. 

Changing digital strategies and shifts in holiday traditions means that your marketing plan needs to adapt to these changes, too. Here are some tips for how to market during this year’s holiday season. 

1. Don’t be afraid to acknowledge hardships

Although it can be tempting to try and gloss over COVID-19 or try and create a sense of normalcy amidst the chaos, consider a different approach. 

Consumers value authenticity, honesty and vulnerability. With COVID-19 impacting almost everyone’s lives, being real and honest with your customers is more important than ever. 

It’s also important to not overdo it, though. For months, people have been bombarded with the harsh realities of this pandemic, so don’t mention it continuously. Instead, try to work it in naturally without reminding customers of what was lost. 

For more on the effects of COVID-19 on businesses, check out our previous blog post.

2. Embrace holiday traditions

With that being said, be sure to embrace holiday traditions as much as possible. Above all this year, people want normalcy. Most won’t have the traditional experience of big in-person shopping days and fun, crowded outings. Instead, you can give them a sense of normalcy by highlighting how to keep traditions in a safe, socially-distanced way. 

Although there is no reason to pretend like everything is fine this holiday season, try to keep the tone lighthearted but realistic.

Instead of taking a view of pessimism or optimism, try one of realism: COVID-19 is changing the way we do the holidays, but some things can still remain the same.

Holiday marketing tips

3. Keep websites and social media updated and accessible during the holiday marketing season

This holiday season, you should focus on your digital marketing strategy above all else. This could be through target social media ads, interacting with customers or clients through social media, or revamping your website. 

The amount of consumers doing their holiday shopping online this year will be larger than others. This means that the bulk of your marketing efforts should go towards these digital platforms. Recent surveys showed a hike in online shopping for Black Friday; that trend is expected to continue into the end of the year. 

Make sure whatever product or service you provide is easily accessible online. This ensures consumers aren’t deterred from buying your product by needing to go to a store. Services like one-day delivery or curbside pick-up are especially efficient for consumers. 

Although your social media shouldn’t be totally focused towards selling your product, make a push to advertise a bit more than usual during this holiday season. Try to naturally work in links to products, blog articles or other content within your social media platforms. Consumers won’t have the same exposure to sales and advertisements that they do traditionally during the holiday season. Make sure to keep customers aware of any sales or exclusive promotions.

You should also make sure your website is accessible in addition to up-to-date. Run focus groups and analyses on how your website performs to understand where you can improve. 

Pay special attention to when people abandon their carts, conversion rates and bounce rates. Simple changes like a more accessible navigation menu can help boost your website and increase sales.

There is nothing normal about the holidays this year, so marketing strategies will look a little different. If you need help figuring out a holiday marketing strategy, contact us for a free audit.

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