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podcast content creation

4 Basic Steps to Mastering Business Podcast Content Creation

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The potential for digital content creation is virtually limitless these days. As a smart business leader, you’re likely proud you’ve invested in website development and social media marketing. But what MORE could you do to move the needle? How about trying some podcast content creation? 

Podcasts have emerged as a powerful medium for businesses and organizations to connect with their audiences on a deeper level. But, as you know, it’s far from a new technology. The very first podcast was launched in 2003 – back before it was even called a podcast.

Two decades later, an ocean of podcasts dominates nearly every market and subject area imaginable. It’s not just people talking about pop culture, self-improvement tips and true-crime documentaries. Businesses and other organizations can use podcast content creation as another avenue for industry thought leadership.

(Check out our podcast at StratComm.Live to see how we tackle thought leadership here at Grand River Agency.)

(Breaking News: StratComm.Live Podcast Debuts at No. 8 on Apple Podcast in the US.)

Tips & Tricks for Great Podcast Content Creation 

Crafting compelling podcast episodes is not just about hitting the record button and hoping for the best. A great business podcast requires careful planning, creativity and consistency. As with any other part of your expert digital marketing strategy, you must have a good grasp of your target audience:

  • Demographics: Characteristics such as age, gender, location, occupation, income level and education to tailor content that resonates.
  • Interests & Preferences: What topics are they passionate about? What types of content do they enjoy consuming? How do they prefer to be engaged to keep them coming back for more?
  • Pain Points & Challenges: Identify the problems that your audience faces in their personal or professional lives. The best business podcasts provide valuable insights, solutions and practical tips.
  • Listening Habits & Preferences: How does your target audience consume podcasts? Do they prefer short episodes or longer, in-depth discussions? Are they more likely to listen during their commute, while exercising or during downtime? Tailor your podcast format and delivery to maximize engagement.
  • Communication Style: Are they looking for authoritative, professional content? Or do they prefer a more laid-back, conversational and relatable approach? 

Knowing these, you can begin strategizing podcast content creation. 

Building the Ultimate Podcast for Your Business or Organization

Let’s start generating some ideas and streamlining your workflow to produce your business podcast with maximum efficiency. Here are four easy steps to follow:

1. Lay the Foundation for Your Content Strategy

Before diving into podcast content creation, it’s essential to establish a clear content strategy. You wouldn’t trudge forward with creating blog content or social media posts without first knowing what you’re doing, right? Launching a successful podcast follows the same playbook. 

Define your target audience, identify key themes or topics that align with your brand or organization, and determine the overall tone and style of your podcast. This foundation will guide your content creation process and ensure that each episode serves a purpose in achieving your audience engagement goals.

2. Generate Fresh Content Ideas

Generating fresh and engaging content ideas is crucial for keeping your audience hooked – and perhaps even turning them into brand ambassadors. Explore different techniques to spark inspiration, such as brainstorming sessions, audience feedback and trend analysis. 

Utilize tools like journaling and even “spycraft” to identify emerging trends and topics relevant to your audience’s interests. By addressing your audience’s problems and providing valuable solutions, you can create episodes that help them to choose you over others during their morning jog or lunch break.

3. Planning Your Content Calendar

Feeling good about the topics you brainstormed? Great! Let’s start putting them into an easy-to-follow schedule. 

Consistency is key in the world of podcasting. To avoid the common pitfall of running out of things to talk about and losing momentum, create a podcast content calendar. This calendar will help you stay organized and plan out your episodes in advance. 

Consider establishing themes or series to provide structure to your content and maintain audience interest over time. Balance variety and consistency in your content calendar to keep your audience engaged while ensuring a steady flow of new episodes.

4. Streamlining Your Workflow

Efficiency is crucial for podcasters, especially when juggling multiple responsibilities. (If you’re running a small business or nonprofit organization, podcasting is most certainly not the ONLY thing on your plate.) Adopt bulk production strategies to streamline your workflow and maximize productivity. 

The “Master Calendar” approach involves outlining talking points, scheduling interviews, and producing content in batches. By batching similar tasks together, you can minimize interruptions and focus your energy on creating high-quality content. 

Additionally, leverage automation tools and templates to streamline repetitive tasks and free up time to invest in the creativity of your business podcast.

Business Podcast Tips: Professional Quality Podcast Content Creation is Easier Than You Think

Launching a compelling podcast for your business or organization requires careful planning, creativity and consistency. With a clear roadmap, professional quality podcast content creation is easier to accomplish than you might think.

We do it every day here at Grand River Agency, for ourselves and for client businesses and nonprofits who aim to reach new audiences. Combined with other elements of 21st-century marketing – like search engine optimization and targeted social media ads – podcasting can be an element of your digital strategy that people actually WANT to hear and see.

By establishing a clear content strategy, generating fresh ideas, planning your content calendar, and streamlining your workflow, you can create episodes that captivate your audience and drive engagement. If you follow these basics, podcasting can help you build brand awareness, establish thought leadership and foster meaningful connections.

Of course, there’s no shame in asking for help from the experts. Contact Josh Hatcher, our VP of Client Success, at josh@grandriveragency.org. 

business website content experience

5 Tips to Improve Your Business Website Content Experience

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When a prospective lead visits your business website, what do they experience? What do they think and feel? Do they feel helped and nurtured? Are you answering their questions? Of course, those are general questions you must ask when it comes to the effectiveness of your business website content. 

But what about the content itself – how it’s crafted, how it’s written, how it’s presented?

As a content creator, it’s important to prioritize the content experience for readers. While there can be so many ways to do this, here are 5 of the BIGGEST ways to optimize your written content within your digital marketing strategy for a more inclusive, engaging and informative user experience.

How to Write Business Website Content That Engages

You may think written content has long since lost its value in 2024. No one reads anymore, right? Don’t people prefer quick videos and graphics? Well, yes! But written content is still what makes a good website work like a well-oiled machine:

  • To improve SEO with highly credible, engaging and helpful.
  • To take charge of the industry dialog with thought leadership.
  • To effortlessly usher users through your products and/or services.    

It’s why so many businesses – and even nonprofits – maintain a frequently updated and expertly written blog page. Let’s explore our 5 business website content tips.

1. Write with an Inclusive Heart

Check your text to see how often you use first-person words like “I,” “me,” “we,” and “us” compared to second-person words like “you.” If you find that you use first-person words more often, replace them with “you” to make your content feel more conversational and inclusive. 

After all, it’s not about you. Your ideal buyers aren’t choosing you for you. They’re choosing you for them – to provide their needs solve their pain points

Also, if conversing with your target audience calls for it, try to replace gender-specific pronouns like “he/him” and “she/her” with gender-neutral pronouns like “they/them” to make your content more inclusive.

2. Make Your Content Shine Brighter with an AI Assist

There are SO MANY benefits to artificial intelligence in content creation. For experts like us, it allows us – while still requiring the human touch – to create unbelievable volumes of content very quickly. For novices tasked with smaller writing workloads, AI can improve spelling, grammar and sentence structure; propose content topics; and optimize your messaging. 

Great written website content is concise and easy to understand. You can use text-polishing tools like Hemingway Editor or Grammarly to cut the dead weight from your writing and make it more readable. 

3. Ask Your Reader Questions

Even in this blog, you’ve probably noticed a number of different questions. They’re posing scenarios, getting you to think critically about your writing journey and why you would make certain decisions. 

Asking questions is a great way to engage your readers and encourage them to become active participants in your content. You’re not just talking at your audience. You’re communing with your audience. Sprinkle questions in your headlines, subheadings and main text. Encourage your readers to interact with you in the comments section.

4. Include Links

A friend of mine who works at a competing marketing agency recently told me one of their new content writers didn’t even know to include links within written business website content. I was like, “How’d they even get hired?”

Adding internal and external links to your content obviously improve your SEO. Links create a web of interconnected content that helps search engines assess and rank your site’s authority. (You know, the whole crux behind search engine optimization?) 

It can also make your content more informative and engaging. Add credibility to your assertions by linking to third-party experts. Including links to related articles, resources and additional info to help your readers learn more about the topic.

5. Don’t Forget the ‘Invisible’ Text

Alt text is often overlooked, but it’s an essential component of an inclusive content experience. Alt text describes images for people who use screen readers. It should be short, descriptive, and informative. Include photo credits, permissions and copyright information in the caption section, and make sure your alt text accurately reflects the content of the image.

Again, doing this right provides another SEO boost. Image alt text is another place to put relevant keywords that could put articles and pages atop search engine response pages (SERPs).  

Let’s Improve Your Business Website’s Content Experience with These Tips

Improving the business website content experience for readers doesn’t have to be complicated or expensive. By following these simple tips, you can create content that is engaging, informative and inclusive. As a pleasant side effect, you’ll also give your readers an enjoyable and rewarding content experience – that hopefully leads to them choosing you!

If you need help, Grand River Agency has produced hundreds of business websites including tens of thousands of written content pages. Let the experts guide you in creating a streamlined, optimized and effective site with the power of expert digital storytelling.

migrate your website to WordPress

Google Business Profiles are Ending: How to Migrate Your Website to WordPress 

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The internet is constantly changing, take it from me. I’ve been working in the digital marketing world since BEFORE SEO strategy included keyword stacking. An upcoming change is going to have a significant impact on the way you market your business – if you built your business website through Google Business Profile. 

Google has decided to retire its Business Profile websites. The change began taking effect March 1. If you find yourself pondering the next move, look no further. Here are some tips on how to migrate your website to WordPress.

With Google Business Profiles on the Way Out, Will Your Site Be Affected?

How many are slated to be shut down? 21.7 MILLION! Is your business website one of them? Google’s Help site can give you more specific information on what’s happening.

It’s important to note, your Google Business Profile isn’t going away. Rather, it’s the websites built with that platform that are getting curtained. This latest development could severely hamstring your business if you don’t have an established website. 

What do the website development experts here at Grand River Agency recommend? WordPress is the answer! 

How to Move Your Business Website to WordPress

We’ve always appreciated WordPress for a variety of reasons. WordPress websites on a self-hosted platform are typically the most well-rounded solution – great for content management, SEO improvements, scalability and security. It’s a flexible platform that’s constantly growing, with the kind of features you need to improve your search engine performance. Savvy business owners like you know what this means for gathering website traffic, leads and customers.

(Related reading: WordPress Maintenance Checklist: Keeping Your Website Running Smoothly.)

You don’t want to have your website sunsetted simply because Google doesn’t want to be in the website business anymore. 

Why is Google Discontinuing Business Profile Websites?

The answer to this question, only the Google execs sitting in their posh boardroom know. Our best guess? The time and cost of maintaining the sites and keeping security up to date was not worth any revenue that the sites brought into the corporation.

Google has a long history of mothballing projects. Remember Google+ and Google Domains? Those didn’t get too far. (Check out Killed by Google to see more projects that Google has discarded over the years.)

What Does the Discontinuation of these Sites Mean for You?

It’s a reminder that it’s imperative that you make a website you own and control. External platforms like Google or Facebook are not always dependable. They can change their Terms of Service or even discontinue their service at any time. Then – POOF! – the site you’ve built is gone.

How to Migrate Your Site from Google Business Profile

1. Backup Your Current Site

Google Business Profile Sites does not allow you to automatically migrate your site. This is going to make this process a bit tedious. You need to save all of your images and media, and copy the text from your site to a document. Make sure that you get the information from each page on your site. 

Keep it organized!

2. Stake Your Claim

You’ll need a domain name and a web host. Use a site like GoDaddy or Name.com to purchase your domain and point it to your web host. There are many web hosts out there that can support a WordPress install. 

(Fortunately, at Grand River Agency, we offer state of the art, affordable web hosting with included SSL certificate and maintenance! We would be more than happy to talk to you about hosting.)

When we talk about WordPress, we’re referring to a site that uses the WordPress software on a web host. There are two sites: WordPress.com and WordPress.org. The .org site is our starting place for this. This provides the files you need to download WordPress for your site. Many web hosts offer automatic WordPress installs as part of their package. 

3. Welcome to WordPress

Once installed, this is where you can build out your website content as “Pages” on your site. You’ll need a theme, and there are a number of free themes available that you can customize that are built into WordPress. We recommend Themify for a more robust and attractive website. (We use Themify for most of the sites that we build.)

4. Content Migration

Take a look at the content that you’ve pulled down from Google Business Profile Sites. You’re going to want to go through it once with an editor’s eye. Does the language use effective 21st-century digital storytelling to honor your brand?

Is it clearly written and compelling? Does it accurately describe the work you do, provide your offer to your website visitors, and clearly call them to action? If so, you’re ready to start plugging that content into your new WordPress website.

5. Search Engine Optimization

While you’re getting your content on the site, make sure that it’s properly formatted for SEO. There are a number of tools to help with this, including the robust YOAST SEO plugin. You can pay for premium, but the free version of this plugin is still great. It will do most of what you need to get your website SEO ready. 

It will walk you through the steps to make sure each page on your site is formatted correctly and effectively uses keywords to improve search engine standing.  Please note, though, the best way to keep your website relevant to search engines is to keep updating your site with new information and content. Keyword-optimized blog content is always the best way to keep the SEO ball rolling.

6. Let Google Know

Once you have the new site ready to go, go back to your Business Profile on Google, hit “Edit Profile” and then take out the old link, and paste in your URL to the new website. 

The Google Business Profile Aftermath: Ready to Migrate Your Business Website to WordPress?

If any of this seems overwhelming, don’t worry! We’re here to help. Get in touch with us today.

StratComm LIVE Graphics (3)

5 Keys to Designing a Business Logo: Let’s Make a GREAT First Impression!

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Your brand matters. The most prominent part of your organization’s brand identity is your logo. Without saying much explicitly – other than your business or nonprofit name – it manages to say so much. Above all, yes, your business logo has to look great. But designing a business logo takes an understanding of some key graphic design elements that tap the psychology of memory and decision-making.

Needless to say, you need a logo that makes a great first impression. That’s the whole purpose, right? Something distinctive. Something memorable. Something people could see at a glance, file away in their memory bank and easily recall later. It must tell your organization’s story in pictorial form. 


Logo design can be a daunting task, especially for those less acquainted with the process. Those without graphic design “chops” and a mastery of design software will almost certainly struggle. 

Good news! At Grand River Agency, our professional design and communications experts have done this for many customers all over. We can help you break down the key elements you need to design an awesome business logo that stands out.

The Elements of Brand Messaging Behind a Great Business Logo

Design isn’t the first step. Before we start with the art, we have to get to the core of the brand itself. What are your brand’s values, goals and target audience? What are the feelings and messaging your brand needs to convey?

A meticulous understanding lays the foundation for designing a business logo that genuinely represents the organization.

Brand Message Checklist:

  • Consistency with brand personality
  • Emotional resonance
  • Alignment with brand image & values

The Five Core Business Logo Design Elements

1. What’s Your Style?

There are so many ways that you can create a logo. What’s your style? (Time to dip into your closet of stylish logo designs!) The choice you make really depends on the nature of your brand and identity. But as we look at the different styles of logos, pay careful attention to what your logo says to your ideal customer.

Key Styles:

  • Emblematic
  • Lettermark or wordmark
  • Pictorial
  • Mascot
  • Combination

Emblematic Logo Examples

Lettermark / Wordmark Logo Examples

Pictoral Logo Examples

Mascot Logo Examples

2. Create Some Graphic Appeal

The graphic style of your logo contributes to its uniqueness and impact. Whether hand-drawn, generic, trendy or quirky, the graphic style communicates your logo’s personality and sets it apart from the competition. 

We can often recognize brands without even thinking. They have a tendency to associate the symbols we see with certain feelings. Making sure your style communicates that feeling to your audience is the whole goal of designing a business logo.

Common Graphic Style Expressions:

  • Cute
  • Trendy
  • Intelligent
  • Edgy
  • Clean
  • Grungy

3. Color Choice

Color selection wields immense influence, not just aesthetically but psychologically. (Remember, we brought that up earlier?) Understanding the psychology of colors aids in choosing a palette that resonates with the target audience and avoids negative connotations.

The strategic selection of colors can significantly impact a brand’s identity and the way it is perceived by the audience. Let’s break down a few color options for example:

  • Blue: Trust, stability and professionalism, making it a popular choice for financial institutions and tech companies.
  • Red: Energy, passion and urgency, making it suitable for brands aiming to grab attention. 
  • Yellow: Warmth, optimism and creativity, often seen in logos of brands associated with innovation. 
  • Green: Commonly linked with nature, health and tranquility, making it a fitting choice for eco-friendly and wellness-focused businesses. 

The careful consideration of color palettes in logo design not only reflects a brand’s personality, but also establishes a subconscious connection with consumers. It’s such a powerful element in the art of visual communication.

4. Font Choice

Fonts contribute significantly to the tone and personality of a logo. The type of font, whether serif, sans-serif, script, or modern, influences the visual language and conveys a specific vibe.

It’s important to do your research here. Quite often, “free” fonts are not to be used for commercial use. Don’t use a font that will leave you open to fines or additional court action from copyright infringement. Some graphic designers will actually create a custom font for your logo.

Font Styles and Tones:

  • Serif: Traditional, Respectable, Trustworthy
  • Sans-serif: Edgy, Clean, Efficient
  • Script: Artistic, Unique, Elegant
  • Modern: Dramatic, Bold, Impactful
Serif
Sans Serif
Script
Modern

5. Brand Message Alignment

Every design choice must align seamlessly with the brand message. The overall harmony of the logo, with each element complementing the others, ensures a cohesive and resonant representation.

Over the years, I’ve done a lot of logos for churches. Churches love to make sure there is a cross in their logo. Considering the symbolism of the cross, it’s a relevant choice, even though it’s overused. Far too often, though, I’ve seen the poor choice to make the letter “t” into a cross. It looks tacky. That doesn’t align with their brand, it actually takes away from meaning of the cross, making it look like an afterthought.

Stand Out With Distinction: The Path to Designing a Business Logo

A perfect logo will visually stand out but also authentically represent the heart and soul of your brand. Overall, does your logo communicate your organization’s brand identity? Do the design elements described above work together well? Does it say – in zero or very few words – what you need it to say?

Designing a business logo doesn’t need to be overwhelming. A methodical approach to identifying each of these elements can help you narrow down exactly what you want your brand to be. 

Let’s be honest: no one wants to see your marketing. Better stated, no one wants to be marketed to – unless you’re being super helpful and actually solving their problems. But a great logo –  can’t be ignored. It sticks in minds like a good jingle, whether they like it or not!

Do you need a business logo? Let us help! Contact Grand River Agency today.

Groundhog Day

The Groundhog Day Loop: Escape the Digital Marketing Rut with Grand River Agency

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“Well, it’s Groundhog Day … again.” Of course, we’re doing our best to channel our inner Bill Murray here. So many organizations are stuck in a perpetual digital marketing rut. Whether you’re a for-profit business aiming to nurture sales-qualified leads or a nonprofit appealing to big-money donors, effectively telling your story in the digital realm can be such a tough cookie to crack.

Even if you’re doing all the research and following some “digital marketing playbook” laid out by so-called experts. Many organizational executives – like you – tirelessly spin wheels to keep yourself and your teams up to speed with the ever-evolving social media landscape, maintaining a website, and navigating constant changes to algorithms and SEO rules.

It feels like a never-ending cycle, doesn’t it? So rather than getting up every morning, running into that annoying Ned Ryerson and planting your foot in that cold puddle (“Watch out for that first step! It’s a doozy!”), let’s learn how to fall in love with digital marketing and escape the Groundhog Day loop.

End the Repetitive Madness: Avoid a Revolving Door of Digital Marketers

Hiring an in-house marketing person might seem like a solution, but it can be an expensive gamble – especially for smaller organizations that may struggle even with wise staff investments. They’re a butt in a seat, 40 hours a week or more, churning out marketing content that no one wants to see until they’re blue in the face.


What’s worse, they’re likely following the failed marketing strategies of their predecessor, a Board of Directors without experience, or maybe even your own executive naivete. (Does “We’ve always done it that way” sound familiar?)

Fast forward a year, and your “marketing guru” has moved on, leaving you stuck in the same loop, repeating the process over and over again. It’s your own version of Groundhog Day, but without the comedic charm.

Consider Your Digital Marketing Options to Break Free from Groundhog Day

You have other options. You can outsource your digital marketing to freelancers. At first they seem great! Some even do a serviceable job. But their expertise is often limited to one area. You may see gains in SEO or social media engagement, while other important facets of digital marketing receive no attention at all. Your digital marketing machine can’t fire on one cylinder.

And $15/hour wages return $15/hour results more quickly than you realize. The slow trickle of progress doesn’t even come close to yielding ROI. You end up LOSING MONEY!

Hire a Digital Marketing Agency to Build a Well-Rounded Online Presence

Then there’s this option: contracting with a digital marketing agency. There are many great agencies out there – we’re friends with quite a few of them. We bring a more well-rounded and experienced crowd to the table, a team effort with wide-ranging skill sets to take your digital marketing campaigns from a napkin sketch to a full-fledged strategy to success story.

Enter Grand River Agency – your ticket to breaking free from the mundane and entering a world where marketing isn’t a constant struggle. We’re not just a digital marketing agency; we’re a strategic communications firm that can manage or assist any outreach effort for any purpose:

  • Social media marketing
  • Podcast production & editing
  • SEO
  • Blogging/content writing
  • Videography
  • Graphic design
  • Public relations
  • Nonprofit grant writing/donor cultivation
  • & More

Picture it like Bill Murray falling in love with Andie McDowell and finally breaking out of the Groundhog Day time loop – that’s the kind of magic we bring to the table!


Working with Grand River Agency means having a team of experts on hand, ready to tackle the challenges that have kept you in a Groundhog Day loop for too long. Say goodbye to the headaches of trying to keep up with social media trends, website updates, and the ever-shifting SEO landscape. Break free from the monotony, let us infuse new life into your marketing efforts, and watch as your organization attracts new donors and customers effortlessly.

Fall in love with Grand River Agency, and let’s create a marketing success story that doesn’t involve repeating the same mistakes over and over again.

CONTACT US TODAY!

nonprofit marketing and advertising

Nonprofit Marketing & Advertising: The Whole Industry is Getting It Wrong

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How has the nonprofit sector gone so wrong? The philosophies around charity are, well, overly charitable. Go ask a nonprofit executive, “What part of your budget do you micromanage most?” You’d be hard-pressed to find one that wouldn’t cite overhead as their budget-crunching nemesis. (Helpful hint: that includes nonprofit marketing and advertising.)

But why?

For decades, nonprofit fundraising and management philosophies have gradually devolved into a giant logical fallacy. It doesn’t even make sense. The word CHARITY has gone too far. It seems the entire nonprofit industry believes that “charity” means everything must be done for free.

If it weren’t for maximum volunteerism and praying for donations, minimal overhead and poor mission investment would’ve driven the nonprofit industry into the ground by now. Nonprofit marketing and advertising is an overhead expense that many misguided nonprofits approach with fear and trepidation. The alternative? Tackling marketing and communications tactics in-house with little or no experience – or wishing it away as something “nonprofits don’t really need like businesses do.”

So let’s redefine the value of nonprofit marketing and advertising. Nonprofits 100% NEED these communications mechanisms to reach their ACTUAL target audiences – big-money donors and grant funders.

Redefining the Value of Nonprofit Marketing & Advertising: Unlocking Serious Growth Potential   

It’s no wonder the charitable industry in recent decades has come across so annoying. My 87-year-old father complains all the time about new mail solicitations for nonprofits THAT HE SUPPORTS. “They’re always looking for a handout,” he says. “What did they do with the $50 I gave them last month?!” 

He has a point. What did they do? They are looking for a handout. That’s one of the ways nonprofits raise money, but they’re doing such a poor job communicating it that their continual invitations to give are met with disgust – the same way as that relative who always asks for a few bucks that you know will be spent at the liquor store.  

The charities HE SUPPORTS aren’t tapping their storytelling potential to illustrate their impact and compel further donations. They aren’t INVESTING in the nonprofit marketing mechanism to supercharge their fundraising efforts – the lifeblood of their missions.

At least some nonprofit industry leaders have come around to the “spend money to make money” idea. 

In a TED talk over 10 years ago – “The Way We Think About Charity is Dead Wrong” – Dan Pallotta raised a critical point about the double standard between the for-profit and nonprofit sectors. There’s a prevailing bias, he said, against nonprofits that invest in marketing and advertising, as the common belief is that donors do not want to see their contributions spent that way.

“Social problems are massive in scale, our organizations are tiny up against them, and we have a belief system that keeps them tiny. We have two rulebooks. We have one for the nonprofit sector, and one for the rest of the economic world. It’s an apartheid, and it discriminates against the nonprofit sector.” — Dan Pallotta

Pallotta’s argument highlights the power of strategic investments. He argues FOR overhead on nonprofit marketing and advertising. How else can charities like yours communicate with likely donors and supporters?

Investing in Nonprofit Marketing & Advertising: Overhead That Makes Sense

Nonprofits are just like any other business or organization. The only difference is your tax designation. You can achieve long-term sustainability by:

  • Investing in talented individuals
  • Paying competitive salaries
  • Implementing effective advertising and marketing campaigns
  • Developing new programs for impact

Considering overhead – THE RIGHT WAY – opens doors to innovative strategies that can transform your nonprofit impact.

Amplifying Reach & Impact

Nonprofits have transformative ideas that can improve society. But without proper exposure, these initiatives may go unnoticed. Marketing and advertising provide nonprofits with a platform to maximize their impact. 

By leveraging and optimizing things like social media, website SEO, public relations and even print media, nonprofits can engage with diverse audiences that extend far beyond their immediate circle of supporters.

The Impact of Marketing & Advertising on Fundraising

I gave away the answer earlier, but it’s a question I always ask new nonprofit clients, typically at Board meetings where they’re deciding on our nonprofit marketing and fundraising services. 

“What do you think of your organization’s digital presence?” The question is often met with awkward silence. To which I respond with another question, “If you were a grant funder or big donor looking at your website or social media, would you fund your nonprofit?” More crickets, almost as if they’re shocked. “They look at that?!”

Of course funders do!

Most small nonprofits, not knowing better, believe their communications mechanisms are important only for one thing: to inform the people they serve. Wrong! Heck, some of the people you serve may not have social media or haven’t visited your website once. As I said above, donors and grant funders are your target audience with the cash power to empower your mission.

By strategically allocating funds to promote their mission, nonprofits can reach a broader audience, and inspire more individuals to support their cause.

Building Trust & Credibility

Establishing a credible and trustworthy brand is key. Investing in nonprofit marketing and advertising helps organizations to create a strong brand identity and communicate their impact.

By sharing their stories, nonprofits can connect with potential donors on a deeper emotional level and nurture long-lasting relationships. Donors big and small probably won’t intuitively trust your organization. It takes more than saying, “We do good work in the community,” for people to believe you actually do good work. Anyone can say their organization is great, but are they worthy of a donation?

This communication plays a crucial role in cultivating accountability. At smaller touchpoints, you can release positive, outwardly focused messaging:

  • Client testimonials demonstrating how their lives were improved
  • Infographics easily showing with data how a community issue is resolving
  • Blog posts explaining the depth of the problem and how your nonprofit solves it
  • Podcasts discussing with key stakeholders the trajectory of community impact

The opportunities for ongoing narrative driving community engagement are nearly limitless.

Innovation & Adaptability

Investing in strategic communications drives innovation within nonprofit organizations. These endeavors encourage nonprofits to explore new strategies, embrace technology and stay relevant in a rapidly changing world. 

That last point is critical. If you’re not keeping up in the digital realm, it doesn’t take long to fall behind. Any efforts to improve nonprofit marketing and advertising would have to work that much harder to catch up. Some organizations never do – and they slowly suffocate because of it.

Like any other important job, strategic communications take practice. By continually refining their messaging, and adapting to evolving trends, nonprofits can remain flexible and respond effectively to the challenges and opportunities that arise. Take it from me, I’ve written tens of thousands of articles and hundreds of thousands of social media posts and ads – and I’m STILL learning and improving. 

Shifting the Donor Perspective

Grant funders and donors, too, have lost touch with reality. It’s astonishing how many grant processes list nonprofit marketing and advertising as ineligible activities. They want to see their money spent on direct impact, but a charity can’t have an impact without telling the world it exists. 

Shifting the donor perspective requires a paradigm shift. Donors must begin to recognize that these investments are not wasteful, but strategic and impactful. By reframing the conversation and educating donors about the value of marketing and communications, nonprofits can create a collective understanding of how these efforts contribute to their ability to make a difference.

Building Sustainable Growth Through Nonprofit Marketing & Advertising

It’s time to challenge the misconception that nonprofit investments in marketing and communications are misplaced. By embracing these strategies, nonprofits can harness the power of effective communication in promoting and growing their vital community missions. 

Strategic investments in nonprofit marketing and advertising – especially in the 21st-century digital realm – have become necessary tools for creating positive change in the world. Let’s share that truth! If you’d like to get started with your own nonprofit communications strategy, feel free to contact me here for a FREE consultation.

no one wants to see your marketing and advertising

No One Actually Wants To See Your Marketing

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Sorry to break it to ya’. You want your organizational brand to be welcome – like a beloved family member – in communities and households. You want your brand to be like sweet Grandma Jane dropping by in the morning to make pancakes and shuffle the kids off to school with a kiss on the forehead.  

But no one ACTUALLY wants to see your marketing. In reality, marketing and advertising is like your grumpy Uncle Ed, who shows up randomly, expects you to make him pancakes and needs a few bucks for the bus ride home.

That reality is true whether you’re a for-profit business or even a nonprofit promoting an amazing community mission. Marketing and advertising, by nature, is intrusive. But you can’t afford to NOT spread your organization’s message. So what do you do? There’s value in telling your story, gathering new leads, and making new connections and sales. 

Let’s examine our premise again: no one wants to see your marketing. Accepting that as true, what’s the next best way to capture the attention of those whose attention doesn’t want to be captured?

To make your marketing and advertising ENGAGING and HELPFUL! To lead through nurturing and communication. Let’s break this down further:

How to Make Your Marketing & Advertising More Appealing

Look at the way you use the internet yourself for a moment. You open a blog post that you want to read, and a pop-up ad blocks your view. You look for the “X” button to close it, but it’s nowhere to be found. You think, “This is so frustrating.” 

Or, you’re knee deep in a repair project, and you open a YouTube video to see how to git-er-done. You very impatiently tap your toe just waiting for the opportunity to “Skip Ad”, right?

The harsh reality is, nobody goes online with the intention of seeing advertising. Yet marketers spend billions of dollars each year trying to interrupt people’s browsing experience. (Over 90% of internet users find this annoying and even rude.) It seems like we’re paying money not to get customers, but to annoy and irritate those potential customers, right?

So let’s chat about some sure-fire ways to make your ads more relevant, helpful and effective so you waste less money, and connect more with your target audience. 

Principle One: What To Say & How To Say It 

For more than 20 years I’ve written and designed ads, blogs, and all other kinds of marketing content. If there’s anything I’ve learned, it’s that you need to be clear in your messaging, and you need to communicate it in a way that captures their attention. 

Some of the biggest brands have made so much content that a 30-second or 60-second TV spot is almost irrelevant to their message. Geico commercials about a little lizard helping space lords or football teams has so little to do with insurance. But the most important part of that ad is simply putting THIS message in front of people over and over: “GEICO: 15 minutes could save you 15% or more on car insurance.”

You can get as creative as you want, but the most important thing is to make your message clear and simple. Some people spend a lot of time being conceptual and trying to evoke emotion. That has some value. But your message, stated simply, is the most important piece.

That’s why copywriters and creatives are valuable for your team. We’re innate idea people. We’re programmed to communicate in witty, concise ways. Creating a conceptual ad is a lot like writing a joke – think one-liner or setup and payoff. The message doesn’t have to be funny, but it has to be smart. 

It has to make the viewer/reader think, “Wow, that’s clever” or “That’s interesting” or “That’s useful.” It has to make them want to know more about your product or service. It has to make them feel something positive toward your brand.

Principle Two: Who To Say It To & When To Say It

Understanding your target audience is the key. You need to know who you are talking to, their needs, and consider when and how they are going to be interacting with your message.

You don’t advertise a Lamborghini to 7-year-olds or soccer moms on their way home from school. You don’t market B2B cybersecurity services to college marketing interns. 

Know your audiences (you may have multiple audiences): 

  • Their needs
  • Their goals and objectives
  • Their pain points
  • How they consume content
  • Where they consume content
  • How they prefer to engage in a digital dialog

Find ways to speak to their demographic profile and provide that context within your messaging. In many industries – especially B2B markets – the goal isn’t to be catchy like a jingle, but rather informative and helpful. That’s where content marketing comes in, providing industry-specific insights and value that solve pain points. It nurtures an ongoing conversation via thought leadership toward an eventual decision on your products or services.

Of course, you have to consider the medium and the timing of your message. You don’t want to use the same message for a banner ad, a video ad and a social media post. You have to adapt your message to the format, the length, and the purpose of each medium. 

You also have to consider when your message will be seen or heard by your audience. You don’t want to use the same message for a morning, an afternoon and an evening slot. Adjust your message to the moods, mindsets and motivations of your audience at the most opportune times.

Principle Three: Why To Say It & What You Want Them To Do

Write with a clear objective and a compelling call to action. You can’t just write something catchy or clever and hope it’ll work. You have to know why you’re writing it and EXACTLY what you want your audience to do after seeing or hearing it.

Every ad message should have a clear goal and a clear benefit for the viewer/reader. You have to answer the question, “What’s in it for me?” You have to show them how your product or service can solve their problem, fulfill their desire or improve their situation. Give them a reason to care and a reason to act.

Tell them EXACTLY what THEY NEED to do next. Spell it out! You have to give them a clear and easy way to take action. You have to make it as simple and convenient as possible for them to buy your product, sign up for your service, visit your website, or whatever your desired outcome is. Make it irresistible for them to take the next step.

Stop Wasting Money on Marketing & Advertising Nobody Cares About

If you follow these three principles, you’ll be able to create marketing and advertising more relevant, effective and more profitable. You’ll stop wasting money on ads that nobody cares about, and start investing in ads that actually work.

Let’s dive a little further into the history of advertising, and how the pioneers of professional communications tackled these issues and developed winning strategies.

“Like a Good Neighbor…” 

I know you know the rest. You’re singing it in your head right now. You know you’ve had a jingle or two caught in your head over the years.

Years ago, when people listened to radio as their main source of entertainment, advertisers would hire ad agencies to create catchy, memorable jingles. Everyone knew that music could create some sort of emotional connection that would make the best ad messages stick in people’s minds. 

The brands that consistently presented consumers with these catchy jingles would grow stronger by building recognition and trust. Even then, nobody turned on the radio wanting to hear commercials, so ad agencies had to hire talented musicians and singers to create the jingles that consumers would maybe hum along.

Newspapers: Remember Those?

The same thing was true with newspapers. I worked as an ad designer for a small market newspaper for several years. When I first stepped into that job, I was surprised how little effort and creativity had gone into helping our advertisers actually capture attention.  

Readers scanning the newspapers were looking for information that was useful and interesting. If an advertisement didn’t really catch their attention, readers didn’t even see them. There were advertisers wasting thousands of dollars on ads no one was even seeing. I’d like to think I helped to change that in my time there. 

Attention Wars: Advertising in the Digital Age

Fast forward to the current challenge. Today, the “tolerance” of advertising by readers and viewers of digital media is much lower than it was when radio and newspapers were dominant media. To make matters worse, the creativity of the messaging today seems to have declined to a bland level that barely registers in the eyes – much less the hearts and minds – of consumers. 

And the problem gets bigger. 

According to Emilia Kirk in Forbes, “On average, people are exposed to between 6,000 and 10,000 advertisements a day. The average human brain is simply incapable of processing such a bombardment of content, which means the vast majority of ads seen are only ignored or forgotten about within seconds.”

Back to the Golden Age

We’ve come a long way from The Mad Men era. We have trackable analytics and data and information that the old ad agency men would drool over, but there is so much we can learn from the good ol’ days.

The same basic methods to develop creative messaging used in the golden age of advertising can and should be applied to the current digital platforms. Keep in mind that in many cases our goal is to capture the attention of the viewer/reader for only 3–5 seconds. To use a modern advertising example, you’re creating a social media post that a user needs to be able to see and understand what you’re offering in a glance. 

Need Help With Your Marketing & Advertising? Contact Grand River Agency Today

If you need help with creating marketing and advertising that works, contact us today. At Grand River Agency, we aren’t just ad creators. We’re professional storytellers. We’re experienced copywriters and designers who can help you craft marketing messages that will capture your audience’s attention, interest and action. We can help you grow your brand, your business and your bottom line.

Don’t miss this opportunity to take your messaging to the next level. Contact us today and let us show you how we can make marketing and advertising content that truly resonates.

business website SEO

How To Boost Your Business Website SEO With E-E-A-T

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Let your business website SEO “E-E-A-T”! OK, so we’re trying to get cute with acronyms here. But when it comes to search engine optimization, E-E-A-T is an absolute necessity. What are the four words that define content and websites that deliver exceptional value?

  • Experience
  • Expertise
  • Authoritativeness
  • Trustworthiness 

E-E-A-T indicates what Google and prospective customers are looking for: expert-level content that answers all the right questions.

E-E-A-T first came up in Google’s Search Quality Guidelines in 2014 and has steadily become one of the most important factors of SEO. Its importance was ramped up during the 2018 Google Medic update. More recently, Google added the “Experience” parameter to its Search Quality Guidelines to add the second “E” to the acronym. 

Having amazing SEO content to support E-E-A-T can improve your chances of ranking highly on search engine response pages (SERP). As an added perk, your business website will also stand a better chance of staying ahead of future Google algorithm updates. The algorithms are continually changing and improving to not only be more helpful for end users, but also to avoid website developers from “gaming” the system to gain an unfair advantage.

While adjusting for helpfulness and avoiding unfair SEO gains are for the greater good, this also creates a moving target for legitimate business leaders like you simply trying to stand out in the ultra-crowded and competitive digital realm.

This blog post is a primer to learn more about the components of E-E-A-T. It’s always good to arm yourself with knowledge. With the latest website best practices at your disposal, you can supercharge your SEO efforts as part of your organization’s broader digital storytelling strategy. 

Let’s explore and let your website E-E-A-T!

The Essentials of E-E-A-T for Business Website SEO

In its Search Quality Evaluator Guidelines, Google explains that E-E-A-T content has a “high level of Experience, Expertise, Authoritativeness, and Trustworthiness.” Google says that high-quality main content takes effort, originality, skill and talent to create (Wholly AI-produced content need not apply).

Putting excellence content on your website can result in the following benefits:

  • Higher Search Engine Rankings: Search engine algorithms love content that showcases your site’s E-E-A-T.
  • Increased Behavioral Metrics: These would include metrics like time on page and click-throughs to other pages of your business website.
  • Increased Social Shares & Backlinks: The best content is content that’s shareable. It’s the gift that keeps on giving. People are more likely to share your work if it’s viewed as valuable E-E-A-T material.
  • More Featured Snippets: You’ll be at the top of SERP results, commanding attention and clicks over even the first paid ads.

Still a little unsure what these E-E-A-T marketing concepts mean? Let’s break each of them down individually.

Experience

The content creator should have legitimate first-hand experience in the topic at hand. If you’re creating website content on certain subjects without any experience in those subjects – unless you’re an expert in research in content creation like us – you’re unlikely to address the key points correctly for search engines to determine the information is accurate and credible. 

Examples of trustworthy content could include an editorial or blog post from a professional in your specific industry. Your product engineer writing about how that product works because she designed it is more credible than Joe Blow writing about it. Similarly, a product review from someone who actually used the product would be more credible than one who has never used it. 

Expertise

Expertise comes from experience, so the first two Es are part and parcel of each other. Search engines prefer expert-level content, again, because it’s demonstrably correct and credible. A chiropractor blogging about spine conditions or a craft beer brewer publishing content about the process of creating his new lager carries authority.

Which segues nicely to the next part of E-E-A-T. 

Authoritativeness

It’s one thing to demonstrate expertise, but it’s quite another to be recognized as an authority in your field. Having your work recognized and mentioned – and linked back to – does so much to improve your business website SEO.

Big players in your industry sharing your content on social media also plays a big role. Search engine algorithms now weigh social interactions and shares in the credibility of SEO content.  When fellow experts link to your content basically anywhere in the digital realm, it’s yet another layer of credibility. 

Trustworthiness

Similarly, SEO content must be deemed trustworthy to rank highly in search results. As you can see, credibility is a BIG thing when it comes to search engine optimization. But there are additional layers to building that credibility. Your website itself must be seen as trustworthy. 

There are more than 1.1 billion websites on the internet, and more than 80% of those sit inactive in a digital graveyard. Still others are produced by shady people, groups and countries for nefarious purposes. 

To prove that your website is trustworthy, it must be accurate and regularly updated. It must seamlessly transition between graphic elements. Fast load times and user-friendly navigation are non-negotiable. 

Here are some other tips to make your site scream “trustworthy”:

  • Amp up your website’s security – Google loves it when you implement HTTPS to keep user data safe.
  • When dropping your knowledge, cite your sources. Remember the golden rule: Link to the heavyweights in your industry.
  • Clearly mention who to contact for site ownership queries.
  • State your organization’s physical location – be it an office or store address.
  • Keep a readily accessible Terms and Conditions page for users.

Some More E-E-A-T Best Practices to Improve Your Business Website SEO

Your business website has such an uphill battle to stand out in search engines. Whether you’re a small business or a Fortune 500 company, there are likely thousands or even millions of websites trying to accomplish the same objectives as yours. 

Your goal, quite obviously, is to secure those top spots on Google for the key search terms in your niche while delivering content that’s both valuable and accurate.

Here are some more E-E-A-T best practices to boost your website’s domain authority, credibility and trustworthiness:

  • Create an About Us Page: If you haven’t already, introduce yourself to your audience. Let them know who’s behind the curtain.
  • Keep Your Site Updated: Remember that digital graveyard we spoke of earlier? Content has a shelf life. Regularly check in to ensure your content is up-to-date. Focus on updating stats, links and fine-tuning your SEO strategy to adjust for algorithm changes. Remember, staying relevant is key.
  • Collaborate with Like-Minded Experts: Join forces with another brand through guest posts or joint research. It’s not just about good content – Google loves seeing material from credible sources, and it helps you build authority.

Interested in Reading Further?

Need Help With Your Business Website SEO? Don’t Hesitate To Ask For Help

Website development and digital marketing, in general, are arduous and multifaceted tasks. For most small businesses, who may have limited marketing resources, these tasks may fall on a small team, a team of one or even an overworked chief executive. (Sound familiar?)

If you need help, don’t hesitate to reach out for guidance or to enter a deeper relationship where these complicated tasks are handled by the experts. Why? So you can focus on the important things: growing your business!
Contact us here for a free consultation.

nonprofit value proposition

Nonprofits, Have You Ever Considered Your Unique Value Proposition?

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As a nonprofit executive, have you ever really thought about your organization’s unique value proposition? That sounds like yet another thing saved for big for-profit businesses, right? Just as businesses must establish value propositions that stand out from competitors in a crowded marketplace, so too must nonprofit organizations.

That goes for nonprofits of any size. Why? Because YOU NEED MONEY to build and sustain any nonprofit mission. Your “customer” is the deep-pocket donor or grant funder who will SPEND THEIR MONEY to see your mission thrive.

See how your nonprofit’s unique value proposition carries a lot of weight? By that measuring stick, it’s a critical element within your organization’s communications and outreach strategy.

6 Ways to Craft a Unique Value Proposition for Your Nonprofit

Whether you know it or not, you likely face competition from other organizations in your field, all vying for funding and support from donors, grant funders and other benefactors. In this cluttered landscape, it’s important to communicate not just what your organization does, but how it does it differently from others in your field. 

That’s your nonprofit’s value proposition!

Your value proposition is what sets your organization apart from others in your field. It’s your unique approach to service delivery, the people you serve, and your impact metrics that differentiate your organization and make it more attractive to potential supporters. 

Here are some tips on how to effectively communicate all this:

1. Analyze Your Organization’s Strengths & Core Competencies

Isn’t it funny how so many steps to communicating a message begin with analysis. Well, spoiler alert: you’re going to have to do some organizational introspection. You can’t just throw messaging to the wind.

Start by identifying what makes your organization unique. This could be an innovative service delivery approach, a focus on a particular underserved population, personnel experience, or a unique fundraising model that allows a greater impact with less overhead. 

Organizational strengths may also include individual and collective areas of expertise. Is your CEO a financial whizz who can take a $1,000 donation and quickly turn it into $10,000. Do your Board members have proficiencies to offer expert guidance in service delivery areas? Do you have staff members who have successfully overseen programs and services for years (all while developing new methods of impact to evolve with time)? Each of these could be key elements to your organizational messaging and branding.

Whatever it is, be sure to highlight specific examples of how these elements of value proposition have led to tangible results.

2. Develop Clear Mission, Vision & Values Statements

At the very least, every nonprofit organization must have clear and concise mission and vision statements. Your mission statement is your organization’s identity. It’s your reason for being; your purpose. Your vision statement is your organization’s ideal for a world in which the problem(s) you serve are solved. It’s the world in which your organization wouldn’t have to exist. Your values statement is essentially a code of ethics. It’s a set of principles that govern the way your nonprofit, its leadership and staff operate daily.

Your nonprofit’s value proposition should include a brief and compelling summary of these statements as unique strengths and differentiators. It should be easy to understand and articulate to communicate the impact that your organization aims to achieve.

3. Incorporate Your Value Proposition Into Your Messaging & Outreach

A nonprofit’s value proposition must have a foothold in every piece of communication to come from your organization. Now, that doesn’t mean it has to be mentioned at every turn and included verbatim in each piece of marketing material. 

A value proposition can also be the spirit by which your organization operates and communicates. Can you see and feel this spirit in all of your communications channels, including your website, social media, fundraising materials and grant proposals? Even without stating it explicitly, is the spirit of your value proposition front and center (and consistently communicated) in your messaging?

Whether it’s communicated subtly or overtly, your nonprofit’s unique value proposition should clearly illustrate impact and how fulfilling it is to participate in your mission. 

4. Use Storytelling to Illustrate Your Impact

People connect with stories, so use real-life examples and testimonials to illustrate the impact that your organization is making. Your nonprofit’s story is not just a series of social media posts showing check-passing events and pictures of staff members smiling in the office. Nor is it the regurgitation of data expressing impact and community need.

It’s an ongoing narrative with triumphs and failures, heroes and villains, and lives improved through philanthropy. Your nonprofit storytelling should not only amplify your message, but more importantly, gather prospective stakeholders around your fire to envision themselves as supporting characters.

5. Engage Your Community

Your supporters are your best advocates, so engage them in your mission and ask them to help spread the word. Encourage them to share your message with their friends and family, and ask them to become ambassadors for your nonprofit. 

Here are several great ways to accomplish community engagement:

  • Build an online community
  • Cultivate a volunteer program
  • Host community events
  • Utilize local media 

But it’s not enough to do just one or a few of these things. Doing these all effectively will convey your nonprofit’s unique value proposition and reach new audiences who are interested in supporting your organization.

6. Seek & Accept Feedback

Finally, actively seek feedback from your customers and stakeholders to ensure your communications efforts are driving results from your target audience. You can conduct surveys, focus groups or individual interviews to gain a deeper understanding of your unique value proposition as it relates to their needs and perceptions. You also can access feedback at your fingertips through data and analytics from your website, social media apps, CRM software and more.

So many organizations throw all sorts of messaging to the wind and assume it’s going well. You may even feel like you get a lot of engagement on social media and great response from your email marketing list.

But if you don’t take the pulse, you don’t know where to shore up weak spots or augment processes that are working well. Your efforts could be reaching EVEN MORE potential supporters. Or your messaging could be improved in any number of ways to drive better results from the supporters you already have.

Your Nonprofit’s Unique Value Proposition is a Key Part of Your Communications Strategy

By effectively communicating your nonprofit’s unique value proposition, you can differentiate your organization from your competitors and build a loyal base of support that ACTS ON A SYSTEM OF SHARED VALUES AND BELIEFS!

Thus, your value proposition is a critical component of your nonprofit communications strategy for standing out in a crowded nonprofit landscape. Use these tactics to attract the support you need to achieve your mission.

Of course, if you need help, there’s no shame in seeking help from an experienced strategic communications firm that has helped many nonprofits just like yours to resonate with target audiences. Grand River Agency is also the preferred nonprofit social media marketing vendor of the National Association of Nonprofit Organizations & Executives (NANOE).

Feel free to reach out to me directly here for a free consultation!

nonprofit community engagement

4 Ways Nonprofits Can Engage Their Communities in BIG WAYS!

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Your nonprofit organization relies on community engagement. Think about it. How far would your charity get if no one knew it existed? Taken a step further, how much impact would your charity have if it had no communications mechanism to raise money.

That’s the kicker. So many nonprofits get this part wrong. Of course, it’s important for organizations to advertise the availability and benefits of their programs and services. But without the funding to provide those initiatives in the first place, your nonprofit is quite literally dead in the water.

At Grand River Agency, we understand that the key to expanding the impact of your nonprofit lies in engaging a community of support through strong digital marketing and public relations. It takes a village. Your supporters are not just helpers. They are your greatest assets, capable of broadening your audience and magnifying your influence. 

Unleashing the Power of Nonprofit Community Engagement

Let’s delve into these effective nonprofit community engagement tips to captivate and mobilize your target audience! 

1. Cultivate an Online Community

We begin, quite naturally, with our area of expertise: professional communications. Where do vital communications take place in the 21st century? That’s right, the digital realm!

Nonprofits must cultivate an online community of support while nurturing an ongoing dialog. That’s where you can express important info and thoughts like:

  • Success stories
  • Community need & overcoming adversity
  • Data & statistics
  • Client testimonials
  • & More

Leverage social media platforms like Instagram, Linkedin and even TikTok to create groups where supporters can connect and bond around your mission. Did you know email marketing is still a valuable tool to disseminate crucial information among followers who’ve already engaged with your nonprofit brand. 

Charitable organizations are notoriously bad at wooing repeat donors. According to our good friend and nonprofit fundraising guru Joanne Oppelt, the average donor retention rate is around 24%. So keep those who have given before engaged by crafting inspiring newsletters featuring updates, personalized stories and upcoming events. 

Encourage community members to subscribe to your newsletter, ensuring they never miss an important announcement. Remember, personalized and visually appealing emails lead to better open rates, click-through rates and conversion rates – in addition to leaving a lasting impression.

2. Build a Volunteer Program

A great nonprofit community engagement plan asks people to “get their hands dirty,” so to speak. What better way to get people excited about your nonprofit mission than to have them participate and witness the impact first-hand? 

Launch a volunteer program to establish a personal connection between your community and your mission. People value the opportunity to contribute their time and skills, fostering a sense of personal investment. Volunteers become ambassadors, spreading information about your nonprofit among their friends and family.

Ambassadors, in turn, can increase their involvement by becoming regular donors or even serving on your Board of Directors.

3. Host Community Events

We’re hesitant to bring community events into this, but they do have their merit. Contemporary thinking ditches the annual fundraising gala – typically a VERY LOW ROI fundraising activity that quite often LOSES money on overhead. But community events ARE terrific for building nonprofit community engagement and promoting mission. 

Bring your community together through events tailored to your nonprofit’s unique identity. Whether it’s fundraisers, networking events, or volunteer appreciation gatherings, creativity is key. Think outside the box to make your events memorable, impactful and, most importantly, enjoyable for the community.

4. Tap the Power of Local Media

Earned media still holds immense power. Even a press release in the local media can add loads of credibility to your nonprofit mission. All the better if that press release turns into a feature story or segment on the 5 o’clock news.

Local newspapers, radio stations, and community websites provide direct communication channels to reach people in your area. Engage your community through these strategies:

  • Develop Compelling Stories: Share narratives, success stories, and experiences that show local and regional audiences how your nonprofit is helping their friends and neighbors.
  • Establish Media Relationships: Build rapport with local journalists, reporters, and editors. Invite them to events, allowing them to connect personally with your mission.
  • Craft Engaging Press Releases: Share milestones, events or noteworthy updates. Ensure your press releases are concise, interesting, and contain quotes and facts.
  • Pitch Stories: Identify topics aligned with community interests while showcasing your nonprofit’s values. Make your pitches compelling and highlight the story’s relevance.
  • Seize Media Opportunities: Take advantage of interviews or guest appearances on local radio and shows. Discuss crucial issues, promote upcoming events, and emphasize the importance of your nonprofit.

Is Your Nonprofit Ready to Engage the Community Effectively?

Nonprofit community engagement is not just about spreading the word, but more importantly, creating a loyal community that believes in your mission. Take your time to nurture these relationships, ensuring your supporters feel the reciprocated love. 

Utilize these tips from Grand River Agency to rally your community, turning supporters into advocates and financial supporters for your cause! If you need help building a nonprofit communications strategy, don’t hesitate to reach out for a free consultation.

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