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8 Nonprofit Branding Tips to Align with Your Community Mission

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Branding isn’t just about logos and slogans. It’s also not just about the world of big business, where the likes of Nike and McDonald’s have emblazoned themselves in the minds of, well, pretty much everybody. The nonprofit world also requires strong branding – creating a powerful identity that resonates with your audience and furthers your mission. 

Your nonprofit’s brand must serve as a compass, guiding your day-to-day actions and inspiring support from the big money funders that make your mission possible. It’s the element of your grand communications strategy that defines two important elements: 1.) What your organization stands for, and 2.) Why. 

In this article, we’ll explore the importance of nonprofit branding and how to align effectively with your community mission.

Nonprofit Branding That Stands Out in All the Noise

Famous brands like Walmart and Jeep evoke specific feelings, senses and memories that catch consumers in their gravity. To do what? To make decisions about spending money. Similarly, a great nonprofit brand must be instantly recognizable and inspire action through feeling and familiarity.

A strong nonprofit brand spreads awareness of your organization’s efforts for those that would benefit. But even more importantly, it appeals to donors, grant funders, volunteers and other stakeholders to actively support your mission.

The challenge? Like any other marketing and outreach today, it’s difficult to stand out in all the noise. Here’s why it’s important to get it right:

1. Build Recognition & Trust

A strong brand creates recognition and fosters trust. When people see your nonprofit brand, they should instantly associate it with your mission and the positive work you do. When they see your logo, your website, your social media presence, or even your press release in the local paper, it must be immediately recognizable as informative and helpful.

Again, this recognition builds credibility and trust among donors, volunteers and beneficiaries alike.

2. Differentiate Your Organization

The digital landscape is crowded. What’s more, your organization is far from the only one doing what it does. Yours may be the only one in your area tackling your specific issue, but there are almost certainly similar organizations with similar community service priorities and philosophies. And if you’re vying for competitive grant funding, you may be up against dozens, hundreds or even thousands of other organizations around the globe offering the same services.   

A well-defined brand sets you apart from the competition at first glance. It clarifies your unique approach (what makes your organization “uniquely qualified” to solve particular issues) and the distinctive value you bring to your cause.

Free Nonprofit Brand Storytelling Guide

3. Become a Brand Storyteller

As we often say here at Grand River Agency, “We all have a story to tell. Let’s tell it well.” A nonprofit brand is just an ongoing narrative. It’s the story of your community impact and how you improve the lives of those in need. 

There’s a story to be told at every turn. Each person mentored, each meal delivered, each animal saved is another chapter in your nonprofit’s story. Your brand should encapsulate the stories of those you serve and the impact you make. 

“Nothing sticks in your head better than a story.” – Sam Balter, Sr. Marketing Manager of Podcasts at HubSpot.

4. Be Consistent

Consistency is key to effective branding. Your visual identity, messaging and actions should align seamlessly. When done right, consistency reinforces your brand’s reliability and commitment.

Your community supporters and others served shouldn’t encounter different versions of your logo or mission statement. They shouldn’t see messaging that varies by platform – for instance, one thing said in a TV interview and another said on social media.  

Mission Alignment: Nonprofit Branding with Community Purpose 

Now, let’s delve into how you can align your nonprofit branding with your mission. Any messaging and imagery are wasted when they don’t align directly with your organizational mission – with what you exist to do. 

To align your nonprofit branding with your mission, consider these essential strategies:

5. Define Your Core Values

Your mission and core values should be the foundation of your branding efforts. Take inspiration from the core human values – such as truth, peace, love and honor – that resonate with a broad audience.

Your nonprofit organization began with a mission and vision statement. With great management and Board direction, it continues to operate under those parameters today. So your nonprofit branding must espouse those core values at every touchpoint. 

6. Put Your Audience First

Nonprofits often get this very wrong. They incorrectly assume their audience is only the people and systems they serve. But what’s the TRUE target audience? 

Donors and funders, of course! (You know, the people with deep pockets capable of building and sustaining nonprofit missions.)

Understand your audience’s values, interests and aspirations. Specific to nonprofit branding, members of your target audience of mission supporters have individual and collective goals for philanthropy that must be served fully if they are to contribute. Tailor your branding and messaging to align with what matters most to them. 

7. Use Visual Storytelling

Visuals are a potent tool in nonprofit branding. We’re huge proponents of visual storytelling – especially as part of a solid 21st-century nonprofit digital marketing strategy. 

Use compelling visuals to tell your stories and evoke emotions. Share images and videos that capture the essence of your mission and the impact of your work. You don’t have to be a professional videographer to use a smartphone to capture quick videos for sharing. Even if the quality is lacking, people appreciate authenticity. 

8. Data-Driven Storytelling

Combine storytelling with data to strengthen your nonprofit brand’s credibility. And, no, this isn’t just about sharing statistics and facts that illustrate the scope of the problem you’re addressing and the effectiveness of your solutions. You must use data and analytics to inform your branding activities.

What’s working and what’s not? When is your target audience most likely to be online and active in the digital realm? Do prospective donors even recognize your logo in a lineup of 10,000 other logos they see every day?

Whether gathered through website or social media analytics in a CRM, or through surveys and focus groups, use that valuable information to guide how you manage your brand dialog.

Nonprofit Branding & Storytelling: Expert Tips & Tricks for Community Impact

Nonprofit organizations like yours address critical societal issues, from hunger and education to environmental conservation and social justice. To make a meaningful impact, nonprofits must build strong, recognizable brands that connect with their target audience. Nonprofit brands serve as more than just visual identities. They embody the essence of the organization and its mission.

When it comes to nonprofit branding, it’s worth reflecting on the words of Dharmesh Shah, CTO & Co-Founder of HubSpot: “Ignoring online marketing is like opening a business but not telling anyone.” Similarly, ignoring branding is like embarking on a mission without a clear identity. 
For more insights on nonprofit branding and storytelling, check out our blog at Grand River Agency, as well as our podcast and blog at StratComm.Live. Your journey to a more impactful nonprofit brand starts here. If you have any questions, please don’t hesitate to reach out for help.

nonprofit digital marketing

Nonprofit Digital Marketing Trends for 2024

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It seems like most blog posts like this inevitably begin with something like “In the ever-evolving landscape of digital marketing” or “Keeping up in the digital realm can be challenging.” It’s cliché, but it’s true. And here at Grand River Agency, we’re here to address how important this is for the small nonprofits we typically serve.

So here are some nonprofit digital marketing trends for 2024 to guide great leaders in charity, like yourself, in developing a plan that amplifies your message and ACTUALLY earns engagement.

Getting the Most of Your Nonprofit Digital Marketing This Year

What does engagement mean to your nonprofit? If you’re like the vast majority of American nonprofits (88%), your organization is quite small – likely with an annual budget less than $500,000. Believe it or not, better engagement in the digital realm is key to nonprofits appealing to donors and grant funders for a BIGGER slice of the pie to grow missions.

No big-money philanthropist wants to visit a promising charity’s website or social media only to find a digital graveyard. Getting the most out of your nonprofit digital marketing this year requires building a web presence that not only promotes your mission to program recipients, but most importantly, entices funders with pockets deep enough to support your cause.  

Nonprofit organizations must stay ahead of the curve to effectively promote their vital community missions and drive positive change. 

Trends to Watch: Nonprofit Marketing in an Evolving Digital Landscape

As we step into 2024, several emerging trends are poised to reshape the nonprofit marketing landscape. By embracing these trends and leveraging valuable resources, nonprofits can harness the power of digital marketing.

1. Personalization Matters

Personalization is no longer an option but a necessity in nonprofit digital marketing. According to marketing experts, personalizing the subject line of an email can increase open rates by a remarkable 26%. Moreover, personalized emails often result in a 20% boost in sales, leading to higher engagement and donation rates for nonprofits. 

Personalizing makes donors and nonprofit stakeholders feel seen and heard. Donors appreciate tailored content that recognizes their past contributions and engagement with an organization.

But personalization doesn’t stop at the individual level. Forward-thinking nonprofits are now segmenting their audiences based on demographic information. Millennials and Gen Xers, for instance, are more likely to donate after engaging with content on social media. Baby Boomers, on the other hand, tend to respond better to email marketing. 

Recognizing these trends, nonprofits can strategically design campaigns that cater to their diverse donor groups, effectively reaching different generations where they are most responsive.

Nonprofit Storytelling Guide

2. Invest in the Digital Realm

The longest reaching effects of the pandemic continue to influence nonprofit marketing trends as we enter 2024. With people becoming increasingly accustomed to digital interactions, nonprofits must prioritize their online presence. A robust digital strategy is no longer a luxury but a core component of successful nonprofit marketing.

Efficient and user-friendly online giving experiences are paramount. Integrating online donation options into your marketing efforts and promoting them across various digital channels is essential. As we navigate potential post-pandemic economic challenges, having donor-centric online giving options can keep supporters engaged and eager to contribute to your cause.

3. Harness the Power of Video

In a world inundated with content, standing out is a challenge. Video marketing offers a compelling solution, especially when targeting younger audiences. Over 60% of millennials prefer watching videos over reading emails or newsletters, making it a valuable tool for nonprofit engagement. Incorporating short videos into email campaigns and social media channels can captivate younger generations and increase click-through rates by 200%-300%.

The best part? Effective video content doesn’t require a blockbuster budget. Nonprofits can leverage existing resources, like staff members recording short, authentic videos on their phones or engaging their communities to share impactful stories. In a digital landscape where authenticity often trumps production value, compelling storytelling through video almost always sets the good nonprofits worthy of funding apart from those that aren’t.

4. Engage Influencers

Collaborating with influencers can open new doors for nonprofits to reach wider audiences and gain credibility. Studies indicate that 61% of consumers trust influencer marketing, transforming it into a $21.1 billion industry. To successfully leverage influencers, nonprofits must follow a few key steps:

  • Identify influencers aligned with your mission
  • Plan well in advance to align with influencers’ content calendars
  • Offer influencers incentives that recognize the value of their support
  • Encourage influencers to share authentic experiences with your organization

5. Leveraging Valuable Resources

As you embark on your nonprofit’s digital marketing journey, consider leveraging valuable resources to enhance your efforts. NANOE – The National Association of Nonprofit Organizations and Executives, for instance, offers insights and resources to help nonprofits thrive in the digital age. Additionally, you can explore informative podcast episodes and blog posts that provide expert guidance on nonprofit marketing, management and other pertinent topics like:

Resources like these can provide valuable guidance and inspiration as you implement the latest nonprofit digital marketing trends.

Above All Else, Be AUTHENTIC with Your Nonprofit Digital Marketing

The world of nonprofit digital marketing is dynamic and ever-changing. By keeping an eye on emerging trends, implementing them strategically and leveraging valuable resources, nonprofit organizations can make the most of their digital marketing efforts. In a digital age where connections and relationships matter, nonprofits must adapt to remain impactful. 

As nonprofits navigate the evolving digital landscape, adopting these nonprofit digital marketing trends is essential for staying relevant and achieving their mission-driven goals. Whether it’s tailoring content to diverse donor groups, investing in digital platforms, using the power of video, or collaborating with influencers, embracing these trends can drive nonprofit success in 2024 and beyond.

If you need help with your nonprofit’s marketing and community outreach efforts, feel free to reach out to Grand River Agency for a free consultation.

schedule social media posts

How To Schedule Social Media Posts Across Multiple Platforms

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Social media marketing can be one of the most frustrating and confounding things for many small businesses and nonprofits to get right. We know that establishing a digital presence is crucial to engaging customers, donors and anyone else you NEED to interact with your brand in the 21st century. But there are so many social media platforms and mountains of tasks on those platforms to be effective.

Success for so many businesses and organizations requires success across multiple social media platforms. We want to help you demystify that process.

Digital Marketing Success: Planning Social Media Across Many Platforms  

Sometimes it feels like someone handed you a plate of spaghetti and asked you to line up the noodles end to end. Your digital marketing strategy may require posting one way on Instagram earlier in the day, LinkedIn a bit later, and then perhaps even TikTok for good measure.

Each platform carries its own weight and distinct ways of doing things.    

How can anyone keep up with them all, especially if you’re like the small businesses and nonprofit organizations we typically serve? Can a small team – or a team of one – successfully deploy the right volume of social media at the right places, in the right ways, at the right times?  

This is where having a good plan comes in. Let’s see if we can help you come up with a strategy for posting as one element of a strong storytelling plan to succeed in the 21st century.

Understand Your Audience & Your Goals

Do you understand your ideal audience? It’s so important that you recognize who your audience is and what messaging they need to hear from you. 

Your social media goals must be centered around the people you serve. You can say, “I want to post once a day across all my platforms,” but remember that communication needs a transmitter AND a receiver! For example: “I want to post content that informs blue collar workers about their retirement options.” or “I want to post content that helps informed blue collar workers invest in their retirement through my services.” 

Pay attention to the platforms that your audience frequents. If your ideal audience is on YouTube, the answer is clear: you should be posting more videos to YouTube. If they’re on Twitter (X), you should be posting content that engages them there. Accomplish your goals by getting the right content in front of the right audience at the right place and the right time.

Content Planning & Creation

The biggest mistake most people make with social media content is posting in the moment. I do think you need those in-the-moment posts, when something noteworthy happens that you want to tell people about – an award, a milestone, a fun moment. 

There’s certainly something to be said for celebrating things or putting out a funny post every so often to show “the human side” of your organization. But your digital content creation must be intentional. To be a thought leader, your content must be informative and helpful. It must help your target audience solve their problems. To create content that consistently engages, you need to do some strategic planning.

Start by developing a calendar. Simply enough, I like to use Google Sheets to make a spreadsheet. I’ll often put a column of dates, I’ll highlight important dates and events, and then start filling in a variety of content – proprietary content, podcast episodes, blog promotions, inspiring quotes, video and graphics, third-party wisdom, and more!

Establish Posting Frequency & Content Types

My personal preference: you should post on social media at LEAST once every weekday. There are different trains of thought that dictate posting less or more. In general, the more you post, the more touch points you have to get your content in front of your ideal audience. 

To say “you should post everyday” often makes people uncomfortable. “We can’t keep up with that!” is the common response. I’ve found it’s easier to sit down in one afternoon and come up with 25 or so things to post than to come up with something on the fly every day.

Ideally, the content would be a little different for each platform. Some platforms have smaller character counts. Some platforms prefer video, some audio, while others still prefer text. Make each platform unique. That’s what they’re there for.

Rather than posting the same thing at the same time across platforms, vary the posting schedule and content types. (Remember the whole “knowing your audience” part just a bit ago?) Don’t just post the same things across all your social media platforms and call it good. You’ll find that to be wasted effort, as certain platforms will almost certainly perform terribly. 

The Gold Standard of Short-Form Video

The digital consumer has evolved with time. In the grand scheme, the digital universe hasn’t been around that long, and people’s attention spans and content preferences have collectively moved from the written word to ever-shrinking lengths of video. 

Enter the gold standard of short-form video. And the algorithms that deliver content to individual users based on those preferences have taken notice. Facebook, Instagram, YouTube and TikTok all have great discovery algorithms for short form video. I highly recommend creating videos – even if they are simple cell phone videos – and posting in these venues. 

Let the algorithm help you help others. Feed it the right content!

Choose the Right Social Media Management Tools

Of course, all this begs the question: “How can we efficiently schedule so much content across all these platforms?” For sure, it would take a long time to bounce back and forth between apps. 

Rest assured, there are many tools available to post in various social networks from one centralized app. Later, Hootsuite, Buffer, Constant Contact, HubSpot, Sprout Social, TweetDeck to name a few. We’ve used them all for various clients. I hesitate to recommend one over another. It often depends on your organization’s distinct goals and budget.

I can say that I often find myself in a space where the client’s social scheduling tool doesn’t do ALL of their platforms. Whether it’s a problem using 2FA to connect to all of them, or an issue of affordability for them to import all of their platforms. I often end up scheduling posts through native schedulers like the Meta Business Suite or the built in scheduler on each platform. 

Each social media mass-scheduling app has pros and cons. It’s best to research them before deciding. If you’re going to pay for a platform, Later is a great value. The cost is more affordable, and you can set up multiple platforms and groups. You can also bulk upload images, and save hashtag sets. Hootsuite is pricey, but the premium versions have the ability to do mass scheduling via CSV file, which is crucial if you’re dealing with a LOT of content.

Monitor, Engage & Respond

Regularly take a look at your analytics. See what’s working and what’s not. Look at the times. Look at the content styles. Then adjust the types of content you share, where and when to align better with target demographic preferences and behaviors.

If we continue the analogy of personal relationships to social media, it’s a conversation. You must engage in that conversation, or you’re just spitting into the wind.

Watch for and respond to messages coming into your pages’ inbox. You CAN build autoresponders in several of the platforms, or pay for an autoresponder service. But I think social is more effective with real people answering real questions from other real people.

If someone comments on your social post, respond! Like their comment. Thank them for it. Answer their questions. Offer additional value.

We do know that the comment section of the internet can be a dark and seedy place. People will sometimes flex their keyboard muscles and say things that in the real world would result in a black eye! This doesn’t happen as often as you might think, unless your brand is deliberately posting content that’s divisive or controversial. If that’s your brand, negative comments come with the territory. Unless they’re threatening or dangerous, let them talk and don’t take it personally. Some of those comments can actually create more buzz for your brand!

It’s perfectly acceptable for you to determine the rules of engagement on your platform.

A Strong Social Media Strategy Connects Your Brand to Your People

The biggest hurdle for most professional folks on social media is making the plan. So take the time to work ahead and gain an edge by creating some great content. (Helpful hint: the best content is worth sharing.)

Sharing posts across multiple social media platforms helps you reach your target audiences in different places and ways unique to their digital footprint. A little overlap doesn’t mean you’re redundant. It allows you to have your message seen more than once – which keeps it top of mind!

You may find yourself at the edge of really being effective at your social media today. You know you want to connect with audiences on social media, but you also can’t seem to justify spending the time to do it yourself or with your in-house team. 

I assure you it’s perfectly acceptable to say, “Maybe we can’t do this ourselves!” That’s where Grand River Agency comes into play, specializing in small businesses and nonprofits just like yours! We can help you do the hard work of creating and scheduling the content. Get in touch with us and let’s make it happen!

StratComm.Live debuts at number 8 on itunes

Breaking News: StratComm.Live Podcast IMMEDIATELY Soars to Number 8 on Apple Podcast in the US!

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StratComm.Live hits the Top 8 in the first week!

Many of you know that we recently launched our marketing podcast for small business and nonprofit. The response from our new audience at StratComm.Live has been remarkable!

Thanks to all of our listeners, almost immediately after launching we shot to the Top 8 in the Nonprofit category of Apple Podcasts in our very first week! This electrifying achievement places us shoulder-to-shoulder with INDUSTRY GIANTS in the nonprofit realm. This demonstrates a surging interest in strategic communications for small nonprofits and businesses. Small businesses and nonprofits are hungry for expert guidance and insights in the intricate domains of leadership, marketing and fundraising. 

If you haven’t tuned in yet, the time is now! Open your preferred podcast app, enter “StratComm.Live” in the search bar, and hit that subscribe button to ensure you stay abreast of the latest episodes featuring our dynamic hosts, Kelsey and Josh!

Listen to StratComm.Live Now:

New Episodes Weekly

Weekly Doses of Nonprofit and Small Business Marketing Insights Every Monday: We deliver engaging discussions on the nuanced worlds of small business and nonprofit marketing and leadership. We also include a lot of fun stories and laughs between Kelsey Boudin (the Founder and President of Grand River Agency and Executive Director at Strength Solutions), and Josh Hatcher (the Vice President of Success at Grand River Agency).



Insightful Interviews

Our podcast lineup includes enlightening interviews with thought leaders and experts in the realms of digital marketing, public relations, nonprofit leadership, fundraising, small business administration, and much more!

Meet Kelsey Boudin & Josh Hatcher 

Kelsey and Josh boast a combined wealth of experience in journalism, marketing and nonprofit fundraising that spans decades. Kelsey’s proficiency as a gifted writer and Josh’s expertise in graphic design and video production have coalesced to form an unstoppable force in the realm of digital marketing. Their mission is clear: to empower small nonprofits and businesses, providing them with the tools and knowledge they need to thrive in a digital age, even if they lack the resources for a dedicated in-house team.

We invite you into our world, where we aim to engage, amuse and equip you with the skills needed to effectively convey your message to the right audience.

What’s on the Horizon for StratComm.Live? 

Mark your calendars for an incredibly helpful upcoming episode featuring Nonprofit MoneyMaker, Author, Trainer, and Growth Consultant, Joanne Oppelt! Join us this coming Monday for a powerful conversation that promises to illuminate new avenues for success.

As we dominate the podcast charts and continue to provide valuable insights for small businesses and nonprofits, we are thrilled to have you accompany us on this journey. 

Leading and marketing your small business or nonprofit organization can be fiercely competitive and sometimes even confusing. (Dare we say, confounding?) We’re here to help you crack the code. 

Don’t miss out on the opportunity to learn from industry luminaries and partake in meaningful dialog. Subscribe to StratComm.Live today! Together, let’s elevate your marketing and leadership prowess to new heights. We’re here to help you succeed.

Grand River Agency is NANOE's preferred nonprofit social media marketing vendor

Grand River Agency Named NANOE’s Preferred Nonprofit Social Media Marketing Agency

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Grand River Agency began coordinating social media marketing for the National Association of Nonprofit Organizations & Executives (NANOE) just a few short months ago. After some outstanding results beyond anyone’s best expectations, we’re proud and thankful to be tabbed NANOE’s preferred nonprofit social media marketing vendor.

Humbled may actually be the operative term – but we take this announcement as a call to action and as evidence Grand River Agency’s work as nonprofit communications experts has only just begun. NANOE approached us in late spring on a recommendation from a world-renowned nonprofit fundraising expert after our exceptional work to promote her Nonprofit Star Quest virtual training event in March. 

The task was immense. We began managing more than a dozen of NANOE’s social media platforms and promoting content across many different channels offering guidance to hundreds of thousands of nonprofit leaders worldwide. The scope grew to include short-form video marketing, book launches, training events and other forums for nonprofit community engagement.

The success was profound – almost immediately as the analytics made it crystal clear NANOE’s digital storytelling was AMPLIFIED exponentially by effectively leveraging social media marketing. Any time you’re looking at analytics showing improvements in engagement by over 1,400%, that’s a BIG win!

Nonprofit Storytelling Guide

A Devoted Partner in Nonprofit Social Media Marketing & Community Outreach 

This collaboration with NANOE is a testament to our commitment to expertly crafting social media content. We empower charitable organizations to STAND OUT in today’s increasingly complex digital landscape.

In a world where countless digital marketing vendors promise remarkable results through cookie-cutter strategies, Grand River Agency stands apart by simplifying and streamlining typically complex nonprofit marketing tasks. The result? MAXIMUM return on investment. Nonprofits ultimately aim for all tactics to funnel toward high ROI fundraising. Producing quantities of quality digital marketing content is a key cog in that wheel.

Professional marketing capacity should be accessible to all nonprofits, regardless of their size or budget constraints. Small nonprofits with important community missions are just as deserving of the limelight. We’re happy to facilitate that for a fraction of the expense of a professional salary.

Here are just a few of the benefits of contracting with NANOE’s preferred nonprofit social media marketing vendor. 

Adaptability & Growth: Imperative for Nonprofits

In the dynamic realm of nonprofit communications, adaptability and growth are not mere ideals; they are prerequisites for success. Shockingly, over 50% of nonprofits lack a digital marketing strategy of any kind. That’s an eye-popping statistic we aim to change for YOUR organization.

For nonprofits, especially those operating on tight budgets, hiring a full-time digital media staff member is dramatically cost-prohibitive. The median annual salary for a social media marketing manager in the U.S has now eclipsed SIX FIGURES! That’s where Grand River Agency comes in, offering the power of journalistic storytelling via social media at a very friendly rate.

The Power of Social Media Marketing Based in Great Journalism

Wait, journalism? Aren’t journalism and marketing supposed to be separate? Not at all! Digital marketing and journalism are both based in outstanding journalistic storytelling. Presenting facts. Allowing readers, viewers and listeners to assess the reality and make decisions.

“We All Have a Story to Tell. Let’s Tell It Well.” This is the philosophy that underpins our approach at Grand River Agency. Our team comprises former journalists who specialize in promoting the nonprofit sector and community-oriented missions. We understand the power of storytelling and its pivotal role in great digital marketing.

Crafting effective digital marketing strategies is a daunting task for many organizations. It’s a lot like nonprofit fundraising, where it can be very difficult to hit the mark if your priorities are askew. (Remember, nonprofit friends: DONORS are your customers!) Strong community outreach and fundraising go hand-in-hand. We firmly believe in the power of nonprofit branding, and social media marketing is a potent catalyst for the good your nonprofit delivers to your communities.

Attention-Grabbing Storytelling for Charitable Initiatives

Charitable initiatives demand attention. When supported – and funded – to their fullest capacity, nonprofit missions truly transform lives and serve communities left entirely unserved by the private and governmental sectors.

Our commitment is to provide robust communications capacity that can powerfully promote your mission – as it truly deserves.

Your Bridge to Nonprofit Social Media Marketing Success

Grand River Agency proudly embraces the role of NANOE’s social media marketing vendor of choice. We urge nonprofits not to fall into the category of those without a social media marketing strategy. Moreover, we recognize that even fewer have a strategic plan and fundraising blueprint for long-term sustainability, and our friends at NANOE and Major Gifts Ramp-Up are here to offer support in those areas.

Based in Olean, NY, Grand River Agency bridges the gap by offering visionary opportunities to excel in nonprofit social media — a critical investment in capacity building and growth previously only accessible to BIG BUDGET organizations.

Reach out to GRA President and Founder Kelsey Boudin to explore how we can make a significant impact together. Don’t hesitate to contact us for help!

nonprofit storytelling

Amplify Your Nonprofit Storytelling: Expert Communications Strategies for Ultimate Impact

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Communicating a nonprofit mission is the first step to fulfilling that mission. Essentially, your nonprofit mission can’t exist without communication, which can happen in a variety of ways across numerous outreach channels. 

Without a strong infrastructure to lead a community dialog, your nonprofit’s story stands zero chance of reaching the people and systems you intend to serve. Perhaps most importantly, without a strong impact narrative, you won’t attract the donors, grant funders and volunteers who might partner in your nonprofit success. 

Amplifying your nonprofit storytelling – and actually standing out in today’s super competitive and crowded spaces – requires expert communications strategies:

  • Skillful public relations
  • Data-informed digital marketing
  • Donor outreach, cultivation & retention
  • Thought leadership expressing & explaining community need

Without all this, the spotlight eludes even the most remarkable community programs. 

Nonprofit Storytelling: Amplify Your Message with Strong Communications Tactics

We love the concept of AMPLIFYING your nonprofit storytelling. It’s not enough just to tell your story. Effective communications strategies put weight and volume behind your messaging – so your organization actually stands out against nearly 1.9 million other charitable causes clamoring for the same resources.

Your mission propels your work, energizes your team, and beckons donors and advocates to your cause. How then do you aptly communicate it? Here are a few basics:

1. Craft a Clear & Compelling Mission Statement

A clear mission statement encapsulates your nonprofit’s purpose and values. It’s the reason for your organization’s existence. The best mission statements are concise – the shorter and simpler the better to ensure there’s no ambiguity. 

It’s the bedrock upon which your messaging and branding are built. For a mission statement that resonates:

  • Employ straightforward language
  • Spotlight impact
  • Embrace authenticity
  • Involve stakeholders
  • Include service recipients

Collaborate with your team and individuals served alike in crafting a strong nonprofit mission statement. Regular review of your statement ensures alignment and, if necessary, evolution.

Nonprofit Storytelling Guide

2. Harness the Power of Storytelling

Stories bridge gaps in human knowledge. They make sense of things we don’t know. They provide perspective, and told well, they lead naturally to a call-to-action. For most nonprofits, that call-to-action is simple: either support or benefit from the mission.

Each person and/or system served by your nonprofit is a potential character in your ongoing narrative. (Heck, they might be an entire story unto themselves.)

Use real-life narratives to illustrate your nonprofit’s impact. Showcase how your efforts change lives, allowing donors to connect on a personal level and service recipients to envision a better quality of life. Stories humanize your mission, transforming it from concept to reality.

Center your stories around those your nonprofit serves, and let them speak for the improvements they’re seeing in their own lives. Personal anecdotes, case studies and testimonials all illuminate the tangible community change your nonprofit brings.

3. Visualize Your Mission

Visual content speaks volumes in the 21st-century digital age. Employ images and videos to vividly convey your nonprofit’s essence. Infographics, reels, charts and graphs enrich your nonprofit storytelling palette. They’re the perfect supplement to the written word.

This multifaceted approach captivates your audience and makes your content memorable – and infinitely more shareable. Visuals breathe life into your website, social media and other marketing channels used for local and widespread distribution. Audio content like podcasts further augments your message.

(Here’s a case study of our video production work.)

4. Master Social Media Strategy

Properly strategized, social media has the potential to amplify your nonprofit storytelling around the globe. Tailor your social media platform choices to your target audience(s). Platforms like Instagram, Twitter and even TikTok typically engage socially conscious and trendy individuals, while LinkedIn remains the standard for professional crowds.

Foster engagement and relationships through meaningful interactions. Social media is a two-way conversation. Your engagement and overall effectiveness is improved by frequently responding, interacting, answering questions and thanking for support. 

A well-structured social media strategy is planned well in advance with a content calendar anticipating and organizing:

  • Various content types
  • Publishing dates & times for optimal engagement
  • Timely themes & coordinated campaigns
  • Written post copy
  • Images, videos, links & hashtags

It’s not enough for nonprofits just to use social media. You must LEVERAGE social media, and take advantage of the myriad resources, discounts and training opportunities available only to nonprofits.

5. Mobilize Your Community

Enlist your supporters as advocates to magnify your impact. Effective nonprofit storytelling naturally and organically encourages followers to share your message for the greater good. Community-building strategies include volunteer programs, community events and various nonprofit marketing tactics including online forums devoted to pressing local/regional needs.

Nurturing relationships with your supporters is pivotal. Make them feel valued and part of your mission’s narrative.

6. Cultivate Consistency

Consistency across communication channels builds trust. It’s hard for both nonprofit funders and service recipients to trust an organization with a “digital graveyard.” If an organization hasn’t posted in six months, it begs a logical question: “What have they been up to?”

From your website to social media to email newsletters, releasing messaging with a dependable cadence reinforces your organization’s credibility. Additionally, it’s helpful to establish a style guide standardizing voice, tone and visual identity. Regular reviews ensure mission alignment and quality control.

7. Spotlight Your Nonprofit’s Unique Value

When’s the last time you thought about your nonprofit’s unique value proposition? How does your organization solve problems or bridge gaps in distinct and undeniable ways? 

Your nonprofit storytelling must highlight what sets you apart. Emphasize your distinctive approach, the demographics you serve, your unique metrics and how ONLY YOUR NONPROFIT can serve that particular role. This sets you apart in a crowded space, attracting donors and supporters aligned with your mission.

Nonprofit Storytelling That Actually Drives Support

At Grand River Agency, we’re seasoned digital storytellers who understand the transformative power of strategic communication. From content creation and website development to donor outreach and grant writing, our numerous areas of expertise help small nonprofits to build strong communications mechanisms typically only enjoyed by BIG budget organizations.

Without adept donor outreach, cultivating and retaining supporters remains a challenge. And in the absence of compelling grant writing, securing substantial funding becomes an uphill struggle.

Let’s transform your message into a resonant symphony of change. Remember, your success story is just a strategy away. If you need help, there’s no shame in contacting an experienced strategic communications consultant to navigate digital complexities and hone your nonprofit storytelling.

blogging tips

6 Blogging Tips for Digital Marketing Newbies

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Hey there, fellow bloggers and content creators! If you’re reading this, you’re probably stuck trying to create content for your organization’s website. And if you’re REALLY reading this, you’re probably from a smaller business or nonprofit that’s thrown you in the communications mix – out of necessity – with little to no experience. 

Rest assured, we have some no-brainer blogging tips here to meet your digital marketing needs. Whether you’re blogging for a small business to improve SEO or a nonprofit aiming for better mission visibility, these are the real deal! They’re easy to understand and certain to get you on the right track.

Improve Your Digital Marketing Game with These Blogging Tips

At Grand River Agency, we’ve been around the block a time or two. We’ve had award-winning careers in various communications industries for decades, gaining a breadth and depth of experience and expertise along the way to serve literally any need. We don’t just believe … we KNOW that blogging is a powerful way to connect with your audience and boost your brand’s visibility. 

In this fast-paced digital age, you can be your own storytelling hero, without having to lean on woefully inadequate traditional advertising techniques. Yep, you read that right! When you hit that publish button, you’re not just creating content; you’re igniting your brand’s presence and credibility, which ultimately leads to more conversions, revenue and support.

So, what are we waiting for?! Let’s dive into these 6 blogging tips that truly resonate.

1. Get to Know Your Audience

Even if you haven’t worked in professional communications before, you’ve probably heard the importance of knowing your audience. Before you start typing away, get cozy with your target demographic(s) – like talking BFF level. (Helpful hint: this level of understanding takes poking through some analytics, which is a topic for a different blog.)

Understanding their needs and interests is the secret sauce to creating content that hits home. 

You may ask yourself questions like: 

  • “What do they want to know?” (or, perhaps more importantly, need to know?)
  • “What are their favored styles of content?”
  • “What subject matter will resonate with them?”
  • “Where and when do they engage most in the digital realm?”

Put on your detective hat. Try to get to the bottom of: 

  • “What makes them tick?” 
  • “What keeps them up at night?” 
  • “How can we be their ultimate go-to?” 

If you’re a small B2B business, your content might be tailored to helping businesses you serve research raw materials for products they manufacture for their own consumers. If you’re a nonprofit, you may craft content that BOTH informs the individuals/systems you serve AND inspires philanthropy. 

2. Pick the Perfect Topic

Ahh, the million-dollar question: “What do I write about?” Even the most successful writers and content producers in the world have stared at a blinking cursor longer than they care to admit.

While we’re focusing here on writing just one blog post, you should plan on a variety of topics – based on keyword research for search engine optimization – to keep the content and inspiration flowing. Essentially, it does no good to write just a handful of blogs and let your website become a digital graveyard. Keep up the pace and intensity!

Think about topics that solve your audience’s problems, answer their burning questions, or share valuable insights. 

Your topic could:

  • Answer a question
  • Solve a pain point
  • Provide expert insight
  • Forewarn danger or difficulty
  • Paint a picture of positive results 

All of which should be tied through a common theme: your brand.  

3. Don’t Overlook Your Competition

Nope, we’re absolutely not advocating stalking. You’d be foolish to outright steal content from your direct competitors. 

But, hey, it’s worth a look.

There’s no harm in seeking inspiration or in seeing how topics are addressed and issues are framed. Check out popular blogs and other types of content marketing in your niche. What are they doing right? How do they captivate their content consumers? What are they doing wrong? Do they write about silly topics or other things that would be a waste of time? You can go pretty much as deeply into competitor analysis as you wish – from competitor keywords to website traffic.

Take notes. Be observant. But always put your unique spin on things. (Which segues nicely to the next point.)

4. Add Your Special Flavor

If no one’s told you lately, you’re one of a kind! I don’t mean to sound like your mother, but there’s truly something special about you as an individual and about your brand in general. 

Embrace your brand’s awesomeness and show it off in your blog posts. Share your success stories, sprinkle in some personality, or offer a fresh take on trending debates. Your perspective is what sets you apart, so don’t be shy to flaunt it.

Remember to stay true to your brand’s vibe. If you’re mostly serious and down to business, stay true to that purpose (without being stuffy and boring, if possible). If you’re witty and conversational for effect, let your humor shine through.

5. Keep It Snappy

Time to channel your inner wordsmith and write with flair. But remember, brevity is key. There’s no need for overly flowery language or paragraphs of prose that take forever to make a point. As I’ve always said, “Succinct writing is muscular writing.”

Your readers’ attention spans are precious, so don’t overstay your welcome. Get in, make your point and get out. Your followers will thank you for helping them find their answers quickly.

6. Nail the Headline

Some communications experts will fight me on this. Why write the headline last? Well, that’s just a matter of preference. I feel that it’s easier to get all my thoughts out and then summarize the main point. If inspiration strikes before, during or after your writing, feel free to write the title when you please. Go with the most comfortable flow!

Whenever you do it, write an attention-grabbing headline that screams, “Read me, love me!” Make it catchy, memorable and tailored to your target audience. 

Blogging Tips: Let’s Tell Your Organization’s Story

There you have it, folks – your recipe for blogging success, Grand River Agency style. 

But wait, there’s more! Embracing these blogging tips means you’re stepping into the limelight as a thought leader in your industry. That’s a big deal! Oh, and did I mention that blogging is one of the most effective ways to drive traffic to your website? Sounds like money to me!

Create content that wows your audience and keeps them coming back for more. You don’t have to stop at blogging alone. Some digital marketing experts, myself included, use blogs as the beginning of an overarching content marketing strategy to spawn multipurpose content across multiple channels. A blog post can easily become a(n):

  • Infographic
  • Whitepaper
  • Podcast
  • Social media post
  • Ebook
  • Video
  • Checklist
  • Email
  • Webinar 

The list goes on. If you need some extra mojo, our digital marketing agency is here to shine the way for your digital marketing journey. Happy blogging, rockstars!

nonprofit marketing tips

5 Great Nonprofit Marketing Tips to Boost Your Impact & Outreach

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Working as a grant writer at a small nonprofit some years ago, I was also tasked with most of the organization’s marketing responsibilities. It tends to work that way at places with limited resources. The staffer with any strat-comm skills whatsoever is thrown on every grant proposal, every social media post, every blog, every press release, every correspondence to board members, etc.

That’s no gripe. Nonprofit marketing is of the utmost importance – and it’s a shame so many organizations can’t (or won’t) invest in it as a critical capacity. Some nonprofit executives flat-out underestimate the value of such activities. It’s vital not only for community outreach, but just as importantly to appeal to donors, grant funders, volunteers and other supporters.

That former nonprofit job was several full-time jobs rolled into one: a Jack-of-all-trades comms professional: grant writer, digital marketer, journalist and program developer. The experience provided a crash course in nonprofit marketing tactics – what to do and, just as importantly, what NOT to do.

How to Do Nonprofit Marketing … The RIGHT Way

These nonprofit marketing tips are hard-learned lessons that guide me (and my digital marketing team) today as we serve nonprofits around the country. If you’re a small nonprofit with limited resources, these tactics are particularly effective to stand out in the noisy, crowded digital realm where larger organizations with massive budgets suck up most of the oxygen.

Here are 5 great ways to improve your outreach and shout your nonprofit’s mission from the digital mountaintop. Stand out. Show your impact. Grow your impact! 

1. Craft Compelling Stories

It all starts with storytelling. Great nonprofit marketing is great storytelling. As I always say, “We all have a story to tell. Let’s tell it well.”

Storytelling is a powerful tool that resonates with people emotionally. Share stories that tug on the heartstrings. Stories of individuals whose lives have been positively impacted by your organization’s work. Whether it’s a testimonial, success story or touching experience, stories humanize your cause and create a deeper connection with your target audience(s). By sharing authentic and impactful narratives, you inspire empathy, support and engagement from your community.

Tell these stories across the most appropriate platforms. It may be tempting to spam every social media account, email blast, newsletter and blog post to share your story. But there are appropriate times and places for all of it. Pay close attention to the analytics – when and where your followers are most likely to see and engage with your content.

Nonprofit Storytelling Guide

2. Build a Strong Online Presence

Having a strong digital presence is crucial for any organization today, including nonprofits. Unfortunately, the same misguided mindset that handcuffs organizations in fundraising also stops many nonprofits from confidently leveraging the best digital marketing tools at their disposal. 

Create and maintain a professional website that clearly communicates your mission, programs and impact. Ensure that your site is mobile-friendly, ADA-compliant and easy to navigate. Embrace the power of social media to connect with your audience. Identify the platforms where your target audience is most active and focus your efforts there. 

Consistently share relevant content, interact with your followers, and leverage social media resources available only to nonprofits to raise awareness and drive action. We often recommend the Google Ads Grant as a fantastic starting point for nonprofit marketing clients. Take advantage of $10,000 a month in free advertising from Google!

3. Be Deliberate With Your Email Marketing

Email marketing is a tough cookie to crack. Only in email marketing would open rates less than 20% and click-through rates less than 2% be considered good. Yet, it’s still widely considered to be one of the most powerful digital marketing tactics – if done correctly. Be intentional with your email content. Keep it informative, educational, interesting and engaging.

As a nonprofit, you have an advantage. Most people tune out marketing emails from businesses. They’re typically spammy and always with the underlying goal of making a sale. Your nonprofit email contacts are likely individuals and organizations that believe in your mission: program participants, volunteers, donors or community partners. They’ve supported before; they’ll support again!

Share updates, event invitations and fundraising campaigns directly with your target audience(s). Segment your email list to personalize the messages based on each recipient’s interests and engagement level. AND ALWAYS THANK YOUR SUPPORTERS through ongoing personalized emails, making them feel valued and always connected to the cause.

4. Collaborate with Partners & Influencers

Collaboration amplifies your nonprofit’s reach and impact. Identify potential partners in your community who share similar values and goals. Partner with local businesses, other nonprofits or influential individuals who can help promote your cause to their audiences. (Helpful hint: You should be working alongside community partners anyways to be taken seriously for grant funding and large donations. There’s power in numbers.)

Collaborations can take various forms, from joint events and fundraisers to co-branded nonprofit marketing campaigns. Even a community influencer with a decent amount of followers taking 60 seconds to talk about your mission on their Instagram Live or podcast goes A LONG WAY! It’s textbook social proof. By tapping into their networks, you can extend your reach and attract new supporters who align with your mission.

5. Host Engaging Virtual Events

Virtual connections dominate the world we live in. Think about it: How often do you meet a professional contact and connect on LinkedIn within the first 5 minutes? Hosting engaging online events is a fantastic way to bring your community together and raise money. Virtual events can include mission-oriented webinars, online workshops, virtual galas or live-streamed fundraising campaigns. 

Even after the pandemic, as philanthropists have enjoyed returning to in-person events, there’s still a lot of value in the digital option. (Who would turn down casually watching your case for support and making a donation in their pajamas?)

Be creative with your event ideas. The best promotional content almost always includes engaging posts that are most easily and readily shared. 

Nonprofit Marketing Tips to Survive & Thrive in the 21st-Century Digital Realm

At Grand River Agency, we specialize in nonprofit marketing strategies that elevate your impact and empower your mission. This capacity – often out of reach for smaller organizations with limited budgets – is among your most important investments in impact and growth. Unfortunately, it’s often overlooked or underestimated. 

Our team of experts is passionate about helping nonprofits like yours thrive in a digital landscape that favors larger budgets. We’ve got you covered, whether you need assistance with storytelling, social media management, email marketing, public relations, website development, SEO, virtual event planning, or anything else! 

Let’s work together to take your nonprofit’s marketing efforts to transform lives in your community. Get in touch with us today for a FREE CONSULTATION.

expert storytelling

The Power of Expert Storytelling in the 21st Century: Elevating Every Industry

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We live in a world where storytelling smacks us at every turn. Yet, as human beings (for the most part), we hardly even notice most of it. It’s ubiquitous. 

Most comes in the form of advertising. Forbes estimates people now take in up to 10,000 ads a day in every form and medium possible.

  • Colors
  • Fonts 
  • Logos
  • A 15-second spot on the radio during your ride into work
  • The podcast you listen to at the gym
  • This blog

The list goes on.

How much of this storytelling do we generally remember? That’s up for interpretation. Nielsen says some the half-life for recalling ads can be 24 hours – or a week. There are so many variables. Colors, fonts and smells from your favorite pizza place lodge in the back of your head, awaiting a random craving, while the substance of the ad itself fades to blackness. Longer-form digital marketing content that serves our personal or professional enlightenment can be quite memorable.

Both are effective for distinct reasons. They tell a story. They arouse memories, senses and emotions to drive action. They also inform and educate to drive action. 

Expert storytelling is critical in ABSOLUTELY EVERY INDUSTRY, especially for the small nonprofits and businesses we serve here at Grand River Agency. Why? Because our specialty is in AMPLIFYING their professional storytelling – from website design to blogging to podcasts and everything in between – to stand out against big brands with MASSIVE budgets.

The Evolution of Storytelling: From Cavemen to Corporations

A few years back, I wrote a blog on caveman storytelling. You probably already get the gist. Just as our ancestors gathered around campfires to share tales of caution and hope, today’s organizations must harness the power of storytelling to build brands, connect with audiences and drive action.

Your organization’s brand is a story – well crafted and well told. The ability to craft compelling narratives is arguably the most critical catalyst for success. Unfortunately, professional storytelling is often overlooked and very rarely invested in fully. 

Why Expert Storytelling Matters – Especially Today

Remember those 10,000 ads a day? You must cut through that noise. Somehow. 

Attention spans have dwindled as we’ve become bombarded by information from all directions, most notably the devices at our fingertips. Thus, capturing and holding their attention on those devices is increasingly challenging. Expert storytelling these days is an exercise in extreme precision. Done right, it stands out to the people you serve and creates meaningful connections.

Nonprofit Storytelling Guide

Building Brands & Establishing Trust

In a world crowded with similar products and services, brands must scramble to stand out. Expert storytelling gives brands the power to showcase their unique identity, values and purpose. 

Through compelling narratives, companies can humanize their brands, making them more relatable and memorable. Marketing today requires more tact than brazen self-promotion. You must weave an HONEST and HELPFUL storyline through your marketing efforts to foster loyalty and trust.

Inspiring Action & Driving Engagement

Professional storytelling inspires action. A marketing story – a social media post, blog, white paper, etc. – goes nowhere without that call to action. Even if that call to action is only to read more or sign up for the monthly newsletter. 

Expertly crafted stories move people emotionally, prompting them to take the next step – whether it’s becoming a customer, supporting a cause or joining a movement. In the digital age, storytelling is at the core of successful marketing campaigns, engaging audiences and sparking conversations that lead to conversions.

Strengthening Connection with Customers & Clients

Customers don’t just want products or services. They want (crave) meaningful experiences and relationships. After all, don’t you want your target audience(s) to feel comfortable and confident in their decision to opt for your goods and/or services? 

Storytelling allows businesses and organizations to connect on a deeper level, showing that they understand their clients’ needs and aspirations. And in this understanding is an underlying promise of fulfillment. It says, “Our brand is committed to you and solving your pain points.” Sharing customer success stories or testimonials strengthens the bond, demonstrating real-life impact and building further trust.

Amplifying Nonprofit Impact & Garnering Support

Marketing isn’t only a money grab for big business (and small businesses aiming to become big businesses). Nonprofit marketing can take place in many of the same channels to appeal to prospective donors, grant funders and individuals/communities served. In a very interesting way, a nonprofit marketing campaign – let’s say, via social media – can attract both supporters and folks who would benefit from its services.

Talk about two birds with one stone, right?! 

The individuals/systems served gain confidence in your mission as something they need, while funding sources gain confidence in your ability to reach wide audiences and deliver. By showcasing the human side of their work through stories of those whose lives have been improved, nonprofits ignite a desire to contribute and make a difference.

Establishing Thought Leadership & Expertise

In so many industries today, expertise and thought leadership are highly sought after. Thought leadership is such a powerful driver for decision-making. People, especially in the B2B realm, are always looking for an EXPERT. 

Professional storytelling enables organizations and business leaders to position themselves as authorities in their fields, sharing valuable insights and knowledge. By providing meaningful content that educates and informs, you can attract potential clients and nurture lasting partnerships.

Navigating the Digital Landscape

With the digital landscape constantly evolving, expert storytelling is essential for businesses to remain relevant and competitive. Social media, blogs, websites, podcasts, email marketing, and other digital platforms provide vast opportunities to share narratives and reach wider audiences. 

A cohesive and well-executed storytelling strategy ensures you effectively convey messages across multiple channels. Those channels must be chosen carefully and exclusively on where their specific audiences “live” in the digital realm. 

The Role of Expert Storytelling Consultants

While storytelling is a powerful tool, mastering it requires skill, strategy and creativity. It requires time. It requires effort. Sometimes it requires more than what you, as a C-level executive, could possibly contribute. Hiring a full-time marketing-communications staff – or even just one staff member – can be cost prohibitive for small organizations with limited budgets.

(The average marketing director salary in the US is $183,000 annually. You’d be better served to contract with a marketing agency for all the benefits of a full-time marketing staff for a fraction of the cost.)  

Many organizations, especially small businesses and nonprofits, may not have the resources or expertise to develop effective storytelling campaigns. This is where expert storytelling consultants come into play.

Professionals like us are well-versed in crafting narratives that resonate with specific audiences in the digital realm. We have a deep understanding of how to structure compelling stories that evoke emotions, drive action and align with organizational goals. 

Embrace the Power of Expert Storytelling for Your Organization

Storytelling has transcended time, remaining a fundamental aspect of human communication. It’s rooted in human nature – a tradition and an art form that has evolved over tens of thousands of years, adapting through various mediums and technologies. 

While our ancestors shared stories through oral traditions, modern storytelling leverages the written word, images, videos, and social media to reach global audiences instantly. In that light, it drives global commerce and cooperation.

Embrace the power of storytelling and let your organization’s unique story unfold, captivating hearts and minds in the modern era. How can we help you?

digital marketing expert

Does Your Organization Need a Digital Marketing Expert? 

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Yes, and I can think of 3 HUGE reasons why you need a digital marketing expert. 

But, in nearly two decades working in professional communications in an economically depressed region, I’ve seen first-hand how organizations either fail to recognize the importance of digital marketing or lack the capacity to invest in it – even if they wanted to. 

Successful organizations, whether small businesses or nonprofits, must have a digital marketing expert (or, in our case, a team of digital marketing experts) to guide a variety of communications tactics. In today’s fast-paced digital world, the impact of such strategic communications on growth, visualization, perspective and outreach can’t be underestimated. 

Frankly, if you’re not actively and devotedly working toward a beyond-basic digital presence, you’ve already lost the game. Standing out – promoting your business or nonprofit mission – in all the noise reverberating the digital realm is incredibly difficult. “Winging it” just won’t work.

What is Digital Marketing? (Yes, That’s An Actual Question We’ve Heard) 

Digital marketing involves advertising products and services through digital platforms. Tactics include website search engine optimization (SEO), social media, video marketing, email outreach and so much more. But here’s the crucial part: your digital marketing efforts shouldn’t bombard consumers with endless self-promotion. Instead, you must be helpful, informative and inspiring. 

Why is a Digital Marketing Expert Important to Your Organization?

By meeting your audience where they are, engaging them in the digital realm and providing valuable content, you can nurture informed decisions and build trust in your brand. It fosters a stronger connection with your ideal customers, clients and supporters.

Why do you need a digital marketing expert? Because the sheer volume of content produced, digital tools used and complex strategies employed requires experience and capacity – typically well beyond what a small staff or team-of-one could manage.

Remember those three reasons? Here they are!

1. Understanding Your Online Market 

Without a digital marketing expert, you may miss out on understanding the intricacies of your online marketplace and where your organization stands within it. Digital content marketing dynamics can differ significantly from traditional channels, including customer profiles, behaviors, competitors and options for marketing communications. 

A digital marketing expert knows how to utilize online tools and platforms, such as SEO keyword research, social analytics and email click-through rates. And those are just a few. They can be quite complex – in the weeds, if you will – and difficult to know which to prioritize. We can help you make sense of this data to adjust your strategy or create an even stronger plan to engage your online audience effectively.

Nonprofit Storytelling Guide

2. Choosing the Right Platforms & Outreach Strategies 

Selecting the right digital marketing platforms and outreach strategies depends on the nature of your products or services and the audience you aim to target. A one-size-fits-all approach won’t work. 

A digital marketing expert tailors your strategy based on comprehensive research and experience to determine the best platforms, timing and content types to best engage and resonate with your audience. Quite often, a comprehensive strategy involves a mix of different content types and platforms – from SEO blogging to the perfect high-ROI social media channels to reach your people “where they live in the digital world.”

Whether it’s captivating YouTube ads or informative white papers, your content choices must be strategic, data-informed and fitting for your unique needs.

3. Staying Ahead of Your Competitors 

All of this leads to your ultimate goal behind “standing out” to digital consumers: to stay ahead of your competitors. Now, admittedly, the many wonderful nonprofit organizations we serve may not have “competitors,” per se. But whether you’re a small business or a nonprofit, digital marketing efforts must certainly compete with others occupying the same digital space. 

In the ever-evolving digital landscape, your own marketing tactics must be informed by a deep understanding of the who, what, when, where, why and how. A key component of that also requires understanding how your competitors operate.

A digital marketing expert can delve into research and analysis to pinpoint tactics, identify strengths and weaknesses, and craft a strategy to outperform others online. Embracing competitive analysis allows your organization to offer better, more compelling content.

Choosing the Right Digital Marketing Expert for Your Organization 

Selecting a great digital marketing expert is a BIG decision for your organization. Depending on your needs, some expert agencies may have specific skill sets for targeted purposes, while others may offer a broader focus. At the end of the day, EVERY organization in EVERY industry needs expert storytelling capacity. Most of that storytelling these days takes place – you guessed it – online.

At Grand River Agency, we’re proud to be a team of versatile digital marketing experts who can cater to your organization’s specific needs, providing expert advice, research-driven strategies, and creative solutions to maximize your online presence and drive meaningful results.

Having a digital marketing expert on your team is no longer optional — it’s essential. Contracting with a strat-comm firm like ours is often a stronger, more effective (and more cost-effective) choice for your budget.