By Thomas Griffin, co-founder and president of OptinMonster
Whether you want to increase awareness, get more volunteers, increase donations or all of the above, you need to market your nonprofit. The more you get the word out about your organization, the more growth your organization will see.
But, marketing is challenging for nonprofits. With little cash to spare, it can be hard to get noticed online. Luckily, there are a number of affordable and powerful ways to market your amazing cause. Here’s how to effectively market your nonprofit.
Define your target audience.
Just like for-profit businesses, you need to first define your target audience in order to market your nonprofit effectively. Not everyone will want to donate to or support your organization, so you need to figure out who you’re trying to reach and how to reach them.
Create a buyer persona for your nonprofit that includes details such as:
- Demographics such as age, gender, job title and household income.
- Social media platforms they use.
- News sources or websites they trust.
- Organizations they regularly support.
You can also add other details, such as personality traits and values, and you should create a “buyer persona” for both donors and volunteers. Defining your target audience will help you ensure your marketing efforts reach the right people.
Use email marketing.
Email marketing is one effective strategy that your nonprofit should be investing in. Because your messages are sent straight to people’s inboxes, it’s one of the most successful digital marketing strategies. In fact, according to 2018 DMA Marketer email tracker research, for every $1 you spend on email marketing, you can expect an average return of more than $32.
There are many affordable email marketing services that your nonprofit can use to speak directly with your audience. So, create an email marketing strategy for your nonprofit. With an engaging, personalized email marketing strategy, you can develop meaningful relationships and encourage supporters and volunteers to participate on a regular basis.
Take advantage of Google Ad Grants.
Do you want to use pay-per-click marketing for your nonprofit, but you’re worried about the cost? Luckily, there are avenues for your nonprofit to use pay-per-click marketing without spending a dime.
Google Ad Grants offers $10,000 USD in in-kind Google Ads advertising every month to qualified nonprofits. This will allow your ads to appear next to Google search results and make more people aware of your cause. Per a Google Ad Grants success story, one nonprofit organization got 18.2 million clicks to its website and 100,000 new student registrations.
In fact, there are a number of marketing solutions and tools that offer free services or discounted prices to nonprofits, including my own business. Nonprofits should search online for these deals so that they can effectively market their causes without spending a ton of money.
Step up your social media game.
Social media platforms such as Facebook, Instagram and Twitter are some of the best tools you can use to market your nonprofit. Not only are they free to use, but they’re likely where your audience is. Many people are on social media numerous times throughout the day. That provides your nonprofit with ample opportunity to connect with them online.
On social media, you can share your nonprofit’s mission, success stories, upcoming events and more. Plus, on Facebook, you can add a “Donate Now” button to your nonprofit’s page in order to receive donations.
Optimize your website.
Your nonprofit’s website is incredibly important to marketing your cause. Often, when people discover your nonprofit online, your website is one of the first things they’ll see. For obvious reasons, it needs to make a good first impression. Aside from making a great first impression, your website also needs to be optimized to attract new donors and/or volunteers.
To optimize your nonprofit website you can:
- Add an email opt-in pop-up to get more email subscribers.
- Share engaging videos to capture the attention of visitors.
- Create an awesome “about” page to share your organization’s story and mission.
- Add a donation form so users can easily contribute to the cause.
- Promote upcoming events and initiatives.
Most importantly, your website needs to showcase your results. By showcasing your results on your website, you can build a trusting relationship between your audience and your organization. So, show off your success stories and press coverage that highlights the good your organization is doing.
With these tips for effectively marketing your nonprofit, you can get the word out about your important cause, and you won’t have to spend a ton of money to do so. Start implementing these tips today, and watch your nonprofit grow.
Thomas Griffin is co-founder and president of OptinMonster. He is an entrepreneur, investor and software expert. Helping you be a better leader in your organization.