#1: Help! What Marketing Strategies Should My Nonprofit Use and When?
Sep 12, 2018
This is a question many nonprofit clients ask me frequently. While I try to coach an overall marketing strategy, many of them want to know the gist: what marketing strategies should they use and when are they actually effective. While this is typically decided on a case-by-case basis (as some strategies won’t work for some organizations the same way they will for others), there are some general guidelines all nonprofits can use for their initial marketing campaigns.
I’m breaking down EIGHT key nonprofit marketing strategies to focus on when you’re trying to decide what to use, when.
Are you a seasoned nonprofit marketing and communications professional? Don’t click away, because this episode is for you too. I not only focus on key baseline marketing strategies, I share prime time use suggestions that might trigger some new ideas and thoughts about some of today’s tried and true marketing strategies.
Here’s a snapshot of what I’m covering in today’s episode:
If you’re looking for easily implemented, (almost) always effective marketing strategies, these eight strategies are what you want to have in your arsenal:
Direct Mail
Direct mail can be a more personable way to reach people in a world where people’s inboxes are often flooded or neglected. A postcard or letter promoting your organization or event can be heartwarming, as it connects to an audience that misses receiving letters via the old snail mail.
When to Use: Direct mail only works if your mail is actually personal. If it looks like junk mail (too promotional), or if it contains no unique information, it will be tossed out just like promotional email. Use direct mail sparingly, (it can be expensive) and make sure it looks like a personal letter to a friend.
PRIME TIME USE: Kickoff for a fundraising campaign
Social Media
The fastest growing marketing tool, social media is the holy grail for many marketers. It’s effective, almost free, and can reach hundreds or even thousands in a matter of days. Social media can benefit any nonprofit, as long as it is used correctly.
When to Use: Because people use social media daily, your page needs to be updated fairly consistently to compete with all the other content, and to maintain presence and status with the algorithms that control the reach of your posts. An outdated page can give visitors a poor impression, plus your efforts will only be worthwhile if you actively pursue and engage on the social media channels that benefit your organization the most.
PRIME TIME USE: Targeted Facebook Ads for a Fundraising Campaign
Search Engine Marketing
This form of internet marketing is highly targeted and can attract those who are looking for organizations like yours, but who haven’t quite yet discovered you. SEM can increase awareness and attract hundreds of potential donors and supporters if implemented effectively.
When to Use: Search engine marketing is effective if a) you have a marketing professional who understands the ins and outs of SEM, and b) you’re not already a top-ranking site on the search engines (in which case your marketing dollars may be better spent elsewhere).
PRIME TIME USE: Always
Advertising
Advertising means a lot of things to marketers, but traditionally it refers to paid Radio, T.V. or print media promotion. Advertising can be very effective, but often has a steep price tag.
When to Use: Only use print or T.V. ads when you can almost guarantee the ROI. These are some of the most inherently expensive forms of marketing, and most nonprofits can’t afford marketing strategies that don’t yield results. If you have the budget, absolutely utilize these tools. If not, stick to free or low-cost forms of marketing, they can be just as effective (and in many cases, even more effective). Perhaps you can get in-kind donations from traditional media sources, too.
PRIME TIME USE: Special events, announcements or campaigns
Promotions
Promoting from a marketing standpoint isn’t just about selling products. If your nonprofit offers a service or sells a product for fundraising, it can be useful to promote with sales, special offers, and the like.
When to Use: Promotional content gets supporters to your stores and events, but if used too often it will start to feel like spam. Use promotional content sparingly (once a month at the MOST) or it will eventually lose its meaning and novelty.
PRIME TIME USE: Special events, announcements or campaigns
Direct Selling
This form of marketing isn’t just door-to-door promotion. People in your organization can sell directly in conversations with their friends, on the streets when people ask about their jobs, or just about any other place you might interact with a potential donor or supporter.
When to Use: Direct selling is more about word-of-mouth marketing than it is getting someone to donate in the moment. While asking for donations can be effective, its best to network strategically at events and with those who you know to be good prospects and build a relationship to ask for support over the course of a lifetime.
PRIME TIME USE: Always
Public Relations
This is a nonprofit’s most tried and true form of marketing. Public Relations and in particular publicity outreach, directly engages your supporters and since people love hearing and reading about good deeds in their community, gaining press is usually fairly easy for nonprofits. Plus, it’s free! Every successful nonprofit has a strong PR plan in place.
When to Use: You should try to gain PR coverage every single time you host an event or reach a goal in your organization. Send out a press release before and after the event, as early as two or three weeks ahead so that media outlets have enough time to prepare for the event. The more good you do in the community, the easier it is to build those media relations and keep the good press coming in.
PRIME TIME USE: Special events, announcements or campaigns
Email Marketing
Digital outreach that is quick, easy and inexpensive. Three of the most compelling components of any marketing strategy. Email marketing has the power to connect and engage those interested in your organization in way that builds loyalty and long-term support.
When to Use: Consistent and segmented use of emails targeted specifically to interests (programs, services, volunteer opportunities) and behaviors (levels of giving) is the most powerful way to use email marketing.
PRIME TIME USE: Always (targeted and strategic in messaging, frequency and reach)
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