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Non-profit companies often operate differently than profit-driven companies, but despite the differences, there are many marketing strategies that are universally lucrative.
Non-profit organizations need to consider several possible methods for driving awareness about their purposes and the impact their organizations have on society. Non-profits depend heavily on public interest, donations, and maintaining a healthy public image to stay in operation. Consider the following five top marketing strategies for your non-profit organization:
Today’s donors want to know more about the non-profits with which they contribute to. Modern donors are more socially conscious and well-researched than any donor base before, so it is imperative to make a strong statement that will resonate with your potential givers when they encounter your organization.
Visual storytelling is a tremendously effective method of driving awareness about your brand and building a reputation with your donors before you even start an exchange. The material on your website should include a visual story of how your non-profit started, what your organization’s focus is, and the people involved with making it a success.
Visual storytelling is an emotional appeal to your potential donors, and you accomplish this using infographics, video content, and high-quality images. Consider hiring a graphic designer to create an infographic about your organization’s beginnings, network of business, or the impact your organization has had on society. Video tours and “behind the scenes” videos are a great way to build rapport with your audience. When it comes to your website and printed marketing materials, never opt for stock photography. Invest in professional photography to make a more powerful visual statement.
Social media is undeniably influential in today’s world. Most adults have at least one social media profile and check it regularly. Many people have more than one and use different platforms for different reasons. For example, Twitter is very casual, easy to use, and appeals mostly to teens and young adults. LinkedIn, by comparison, is professionally oriented and helps users build business connections, ideal for college graduates and established professionals. The first step in getting the most from your non-profit’s social media presence is choosing the right platforms.
Facebook is the most common choice for non-profits because it has the most diverse and expansive user base, but every organization is different and will cater to a different crowd. Take time to research where your donors spend their time online, which social media platforms they seem to prefer, and then focus your attention there.
Brand advocacy is a powerful modern marketing tool. Most people are far more likely to donate to a charity if a trusted friend or acquaintance has also donated. Encourage donors to advocate for your cause on social media, in email, and by word of mouth. Show your donors that you value their contributions to your cause and be sure to devise a way to say thank you. While gifts can be nice, they are also an expense that many non-profits don’t need, and simply saying thank you can have a greater impact.
Email marketing is one of the most valuable and most often overlooked forms of digital marketing. Virtually every adult has at least one email address, and while most users are inundated with spam and random marketing materials, they still pay attention to relevant, well-presented emails from trusted sources.
Once you begin an email marketing relationship with your donors, it’s crucial to demonstrate value. If you constantly spam your audience with messages that generate little interest and offer no incentive to read them and follow up, your recipients will quickly start unsubscribing. Start to fine-tune your email marketing by segmenting your recipients into different lists based on how often they do business with you, how many donations they make, and the size of their purchases or donations.
Another way to get more from your email marketing efforts is to take the time to personalize your marketing emails to your customers. Use your recipients’ names to appear more personal and less robotic. Donors will be far more likely to pay attention to an email message that looks like it was sent just for them than an obvious mass-marketing message.
These are just a few of the ways you can ramp up your marketing efforts in 2018. If you’re wondering how Paperless Transactions can help you manage all of these things, sign up for a demo today to see just how far we can take your non-profit’s marketing efforts.