Several weeks ago, we discussed the do’s and don’ts of nonprofit marketing strategies. This week, we’re diving back into the world of nonprofits to discuss how you can make the most of your marketing funds.
Nonprofit Funding and Budgets
When it comes to fueling a marketing strategy, maintaining the proper budget is key to maintenance and growth.
This can be particularly difficult with nonprofit organizations. Since their funding typically comes from donors and fundraising events, nonprofits don’t have the cash-flow that larger brands rely on. Therefore, maximizing spending is critical to a nonprofit’s marketing success.
Here are some tips for your nonprofit to consider as you map out your marketing budget.
How to Build a Friendly Nonprofit Marketing Strategy
1. Simplify your strategy.
Marketing can be a complex beast to tame. There are many facets involved in online success; we often talk about the main four pillars with our clients: content, social media, search engine optimization (SEO) and website design/development.
This is just the beginning, though. Within each of these pillars, there are more, potentially expensive, pieces to consider, such as the types of content you want to create, which social platforms your nonprofit belongs on, the extent of your SEO, and the depth of your website’s design and functionality.
If your nonprofit is strapped for cash, you probably don’t have the funds to tackle the high end of each of the marketing pillars, but you should at least have the basics:
- Build a Weekly Blog: Not only does a blog serve as a great way to showcase your knowledge and mission, it’s also a great way to highlight the work your nonprofit is doing in its community and why.
- Get Social: Your nonprofit only needs to be consistently present on the social media platforms that will help it get involved in its community. Since no platforms do community engagement quite as well as Facebook, Instagram and Twitter, these are the main three your nonprofit should likely target.
- Put Your Website on a Diet: Your website doesn’t need a ton of information and menus to be effective; in fact, oftentimes, too much information can clutter the user experience. Your website should contain the right information users are looking for and present it in a minimalistic way to increase engagement.
- Weave SEO into Everything: As long as you make SEO a part of everything you do online for your brand, you will be placing your nonprofit on the correct path to success. This means making sure your website and blog are keyword optimized. Consider boosting specific social media posts that could be most effective in your community. And finally, make sure your community knows who and where you are by claiming your location on Google Maps, Apple Maps, Yelp, etc.
2. Get creative!
Marketing doesn’t always have to cost money; sometimes, it just takes a bit of precious, valuable time.
You can put the word out about your nonprofit by doing things such as:
- Getting involved in your community via social gatherings, volunteer events, etc.
- Participate in weekly or monthly social media chat groups revolving around your mission.
- Partner up with another complimenting nonprofit or even a competing nonprofit to help spread your mission and purpose.
- Throw fundraisers or charity events to raise awareness for the cause your nonprofit supports.
- And more! Don’t be afraid to get involved in local programs that have nothing to do with your brand’s mission; the public will see that your nonprofit is actively participating in its community and will be more likely to turn to you if and when they need your services later on.
3. Team up with a local marketing agency.
Who is better qualified to run your nonprofit’s marketing strategy than an agency whose mission is to help brands succeed online?
With the Seafoam Marketing Challenge, our agency was lucky to find willing participants to help us launch the first round of our new program. And now, as a result of Seafoam and MRH working together, the National Alliance on Mental Illness (NAMI) St. Louis will receive a free marketing strategy that they otherwise would not have had.
You never know what unconventional opportunities are available to your nonprofit until you go looking for them — or until the right moment presents itself to you.