Although the way nonprofit organizations and for-profit businesses market themselves is similar in many ways when it comes to strategy, they can also be quite different in terms of tone and goals.
In general, for-profit companies are largely concerned with driving sales conversions, whereas nonprofit organizations are often championing a specific cause in addition to searching for new leads, partners and funders.
Related: Content Marketing Facts
With this in mind, our professional content writers have put together a few strategies when it comes to digital marketing for nonprofits.
Position yourself as a down-to-earth friend
The most effective way for a nonprofit to thrive is to make meaningful, personal and long-lasting connections. To that end, it’s a good idea to use a friendly tone with pragmatic advice and useful information. Think about why potential volunteers or donors should contribute to your organization, and make sure you continue to press on those messages as you develop your blog and other content.
Additionally, you should be a good, responsive listener. If your readers or stakeholders are offering any type of feedback through social media or comments on your blog, take it into account as you refine your content strategy.
Demonstrate your expertise
Part of calling attention to your cause is showing just how much you care about it and are knowledgeable about its various facets. This is especially important if your organization heavily relies on donations to continue to operate. People only want to give their money to nonprofits if they know it is going to good use.
Digital marketing for nonprofits stems on positioning an organization as an expert in a particular area or field. This helps put potential contributors’ minds at ease and makes it more likely that they will donate to a nonprofit’s important work.
Share the results of your work
If people are going to contribute, volunteer or partner with your nonprofit, they want to know that their money or time is actually helping to make a difference. One major aspect of your content marketing should be regular blog posts about “success stories” and various other milestones your organization has accomplished. This level of transparency helps build your reputation, and these success stories and case studies in particular can help your organization become more relatable to your key stakeholders.
People who contribute to nonprofit organizations want to know that their donations are appreciated. Regularly take the time to thank everyone who has assisted you in any capacity, perhaps even publicly. This will keep donors and volunteers coming back, and also show potential contributors that you do recognize people who make a difference.
If you are looking for new ways to engage stakeholders and solicit donations for your organization online, take a page from the for-profit playbook and consider the power of digital marketing for nonprofits. And if you need any help, consider working with a team of content writers who have experience working with those in the nonprofit world.