— A MARKETING RESOURCE FOR NON-PROFIT ORGANIZATIONS —
MARKETING RESOURCES
The Kelley Marketing Group has curated a set of marketing tools to help those who either have no marketing or are the only ones to develop and implement marketing programs for your nonprofit organization.
Website Resources
Website - Getting Attention Resources
There is a wealth of information available on nonprofit digital campaign strategy. How do you even know where to begin? Try starting here with:
https://gettingattention.org/resources/
Website - Common Good of Vermont
Common Good Vermont is the only statewide program dedicated to uniting, strengthening, and advocating for Vermont’s nonprofit sector. We are the go-to resource for nonprofits to connect, learn, and grow.
Website - National Council of Nonprofits
The National Council of Nonprofits is the largest network of nonprofits in North America. They champion, inform, and connect organizations across the country to score big wins for nonprofits and the communities they serve.
What is nonprofit marketing?
Nonprofit marketing involves using marketing tactics and strategies to amplify an organization's cause and mission, solicit donations, and attract volunteers and supporters.
Nonprofit marketing raises awareness
Your nonprofit organization is a brand. Therefore, you need to raise awareness just like any other business or company. Marketing raises awareness, and brand awareness helps spread the word about your organization and its overall cause.
Nonprofit marketing raises funds
Nonprofit marketing and nonprofit fundraising go hand-in-hand. The more people know about your organization, the more potential funding you can bring in.
Nonprofit marketing drives donor memberships and recurring donations
Many nonprofit organizations offer donation memberships and monthly giving programs, like this one from charity: Water. These programs are valuable because your organization doesn’t have to fundraise so actively and often. Also, they can actually help you raise more money — the average monthly online donation is $52 ($624 per year) compared to the average one-time gift of $128.
Marketing your nonprofit gets your cause in front of fresh eyes and informs your donors about how they can consistently contribute.
Nonprofit marketing recruits volunteers
Nonprofit marketing isn't just for funding. It also drives manpower (and woman-power!) to your organization. Regardless of industry or size, all nonprofits benefit from volunteers, and marketing your organization can help bring in new hands.
Moreover, volunteers are twice as likely to donate as non-volunteers.
Nonprofit marketing promotes your services
Awareness, funding, and volunteers are integral to your nonprofit, but what about the purpose of your organization? What about the people, animals, or cause you're helping? Marketing can also help with that.
The more people who are aware of your nonprofit organization, the more people you can help.
These are just a handful of reasons you should invest in your nonprofit's marketing strategy (particularly inbound marketing).
What is a nonprofit marketing plan?
A nonprofit marketing plan is essentially your playbook for successfully executing your nonprofit marketing strategy and achieving results.
Your plan will consist of promotional materials and initiatives, marketing channels you'll use to engage your target audience, SMART Goals, and any other materials to aid your strategy.
Now, let's discuss how to build a nonprofit marketing plan so you can start bringing in new funds, volunteers, and constituents.
Components of an Effective Nonprofit Marketing Plan
Components of an effective nonprofit marketing plan include the following, some of which I will dive deeper into when I explain marketing plan templates:
Marketing SMART Goals
What are the goals of your nonprofit marketing plan? What are you hoping to achieve? Once you figure out your goals, dig a little deeper to make them specific, measurable, attainable, relevant, and timely (aka SMART, but we'll get into that later).
Target Audience Information and Buyer Personas
Your plan should include relevant information about your target audience, such as their demographics, concerns, needs, and what channels they frequent.
Mission Statement
Your mission statement must include the purpose of your organization, the audience you serve, and how you serve them.
One of my favorite mission statements comes from the charity organization Cradles to Crayons:
"Cradles to Crayons provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play. We supply these items free of charge by engaging and connecting communities."
Stakeholders and Staff Structure
Your plan needs a breakdown of internal and external stakeholders, such as board members, managers, directors, paid staff, volunteers, and donors.
Furthermore, your plan needs to clearly outline how everyone's role comes together to carry out your organization's mission and achieve its goals.
How to Create a Nonprofit Marketing Plan
Define your marketing goals.
Understand your audiences.
Craft your key messages.
Choose, plan, and create your marketing strategies.
Analyze your marketing performance.
Marketing Strategies for Nonprofit
Email Marketing
Event Marketing
Video Marketing
Social Media
Website
Public Speaking
Content Marketing
Digital Marketing