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Kelsey Boudin

business podcast promotion using short-form video

Business Podcast Promotion: Unleashing the Potential of Short-Form Video

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You’ve strategized and launched your business podcast. Congratulations! Now, how are you going to get eyes and ears on it – especially in a world that’s overflowing with multimedia content? If you’re video recording your podcast, as well, short-form video is the common denominator for promotion across a variety of platforms.

What must your business podcast up aga? Well, there are 3.2 million active podcasts, which last year published over 30 million episodes in at least 100 different languages. 

That’s a lot. The good news is, it’s not nearly as competitive as producing SEO blogs for your business against 3 BILLION blog posts published each year globally. 

So let’s promote your business podcast using short-form video to do what it does best: grab attention on social media.

Capturing Attention with Short-Form Video to Promote Your Business Podcast

By now, you know how hard it is to capture shrinking attention spans. That’s the double-edged sword of digital media. The easier it becomes to access and absorb content, the less mental capacity people subconsciously devote to processing it. 

Podcasters need to find innovative ways to stand out in the digital realm. Enter short-form video content – a dynamic tool that holds immense potential for business podcast promotion and engaging with listeners. 

Here we’ll explore how harnessing the power of short-form video can augment your business podcast promotion strategy and captivate audiences – where they live on social media. Create super-quick snippets that appeal to the senses and tease the subject matter in just seconds. 

Social Media LOVES Short-Form Video

Short-form video content is the literal definition of today’s most popular social media platforms like TikTok, Instagram Reels and YouTube Shorts. While these (especially TikTok) emerged as places for silly content and dance videos, businesses quickly caught on that they could leverage the market, too.

A quick video snippet can tell a potential viewer everything they need to know about an upcoming episode or your podcast in general. People can learn a heck of a lot in a 7-second clip – enough to make a decision about consuming your content. By condensing key themes, topics and highlights from podcast episodes into bite-sized snippets, business podcasters deliver their message quickly and effectively, making it easier for viewers to consume and share across social media platforms.

Crafting Compelling Teasers & Trailers

Short-form video content serves as the perfect teaser or trailer for podcast episodes, generating anticipation and excitement among listeners and viewers. Share intriguing snippets of conversations, thought-provoking insights or captivating guest interviews to entice your audience to tune in for more.

(Helpful hint: Just because it’s a business podcast doesn’t mean it has to be all serious. In producing and promoting podcasts for clients, we’ve found that humor draws people in, too.) 

These teasers not only engage existing listeners and viewers, but also attract new ones who are intrigued by just a capsule glimpse at the podcast’s content.

Editing with AI for Maximum Impact

Whether you’re an organizational decision-maker or a rank-and-file member of the marketing team, you’re busy. Too busy. Sometimes the thought of spending MORE time on ANOTHER marketing task makes it easy to avoid business podcasting altogether.

Rest assured, there are so many tools to make your life easier. Utilizing AI-powered editing tools streamlines the process of breaking down podcast episodes into short-form video content. By transcribing podcast episodes and then editing the transcripts into concise video clips, business podcasters can create engaging snippets that grab viewers’ attention from the outset. 

It’s essential to ensure that each clip can stand on its own and make sense outside of the context of the full episode, increasing its effectiveness in driving engagement.

Artificial intelligence is our powerful friend in the digital marketing world, allowing us to efficiently compile volumes of content. But as we always say, AI is just a tool and still requires the human touch to make your work sing. 

Diversifying Content for a Fresh Look

In addition to sharing clips from podcast episodes, podcasters should also create platform-specific short-form videos tailored to each social media platform’s unique audience and format. Don’t fall into the pattern of crafting the “same old” short-form video clips for business podcast promotion. 

They’ll become repetitive and boring. They’ll get tuned out and avoided. Or worse, people will unfollow your podcast and social media platforms.  

So keep it interesting and snappy! Get creative. Show them something a little different each time around:

  • Share behind-the-scenes content
  • Respond to comments with additional video content
  • Post funny outtakes 
  • Create interesting podcast promotions & intros from new locations

Crafting fun, humanizing videos can increase engagement and nurture a sense of connection with the audience. By diversifying content, business podcasters can maximize their reach and impact across different platforms. Show them you’re not just a resource for insights, but actual people aiming to help them solve their problems.

Business Podcast Promotion with Short-Form Video: Engage Your Audience in Exciting Ways

Short-form video content presents a tremendous opportunity for podcasters to improve promotional efforts and engage with your audience in new and exciting ways. By leveraging the power of short-form video, podcasters can create compelling teasers, trailers and platform-specific content that captivates viewers and listeners. 

Drive awareness for your business podcast as part of a well-rounded digital marketing strategy. Show them your human side and your commitment to providing content that helps and engages them how they prefer to be engaged – whether that’s during their morning workout or tuning in for a brief lunch break session.

With creativity, strategy and the right tools, you can harness the full potential of short-form video podcast promotion to show your brand in a new light. 

Of course, there’s no shame in asking for help. Grand River Agency produces and promotes podcasts for business clients every day. Email Josh Hatcher, our VP of Client Success, at josh@grandriveragency.org to have a friendly chat!

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. 

public relations and media outreach

Public Relations: Big Media Splash as Grand River Agency Launches Nonprofit Fundraiser   

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It’s wonderful when things go exactly as planned. Even better when they exceed expectations. By now you’ve likely heard about Grand River Agency launching a $1 Million Fundraising Campaign for one of its nonprofit clients, the Olean Food Pantry. After months of planning and building communications capacity, the announcement required a public relations push to create a BIG MEDIA SPLASH.

And that’s exactly what happened! Simply enough, we wrote and submitted a press release announcing the fundraising campaign – leveraging our decades of media experience and extensive industry contacts. What made that initial press release stand out above thousands of others submitted to local, regional and national media outlets that day?

Expert storytelling, of course.

Within 12 hours, our expert media relations team had orchestrated the PR splash we desired, capturing the attention of local, regional and even national media outlets. 

Every. Single. Media. Outlet. Targeted. What a fantastic kickoff generating widespread buzz and support for Olean Food Pantry’s crucial mission!

BIG Public Relations Campaign Boosts Nonprofit Fundraising Campaign

Here’s how we did it.

Setting the Stage for Success

At Grand River Agency, we understand the power of nonprofit storytelling and the importance of leveraging media relations to amplify our clients’ messages. Having already improved Olean Food Pantry’s digital presence and crafted a compelling case for support document, the stage was set for community engagement.

The launch of the Olean Food Pantry’s $1 Million Fundraising Campaign offered an awesome opportunity to build a narrative around a BIG fundraising goal in a small community. That’s news in itself! Ambitious plans aren’t often hatched here in the impoverished northernmost tip of Appalachia. 

Crafting a Compelling Narrative

The initial press release justified a breakdown of major gifts, individual donations, corporate donations and grants required to meet fundraising goals. It weaved an emotional narrative around evidence of local food insecurity as told by food pantry administrators and volunteers, who routinely see record numbers on distribution days. Told correctly, the story needed no client testimonial to still paint a picture of severe struggle.

This compelling narrative highlighted the urgency of the Olean Food Pantry’s mission and the impact of fundraising efforts, expressing exactly how far every dollar donated can go. We emphasized the staggering rise in food pantry usage in recent years and the critical need for community support to address this pressing issue.

Making Waves in All Levels of Media

With our narrative in hand, we embarked on a strategic media outreach campaign, targeting a diverse array of media outlets to maximize our reach. A strong PR strategy doesn’t emphasize just one – or even a handful of media contacts – but rather a comprehensive list of journalists. 

It’s not enough to just send a PR pitch to the local paper and call it good.

At Grand River Agency, our proprietary list of media contacts include rank-and-file journalists, editors, producers and other decision-makers from local newspapers and radio to regional TV powerhouses and national aggregate sites. In targeting the hierarchy, we stand a greater chance at influencing coverage with reporters looking for “a scoop” that day and newsroom leaders who direct news production.

Within hours of publicly announcing the campaign, our press releases and pitches had captured the attention of news media outlets including:

Additionally, the PR secured a lead story that evening on Buffalo’s NPR station, further extending the campaign’s reach beyond local eyes and ears. Each publication either ran the press release in its entirety or expanded upon food insecurity in Western New York and the importance of community support.

Building Buzz & Momentum

Initial media coverage generated by Grand River Agency’s public relations efforts helped to build buzz and momentum around the Olean Food Pantry’s $1 Million Fundraising Campaign. It quickly drove increased visibility and support for their cause, laying a foundation for future press releases, op-ed pieces and other media outreach to be received favorably. 

The community dialog is now launched with Olean Food Pantry strategically positioned as a thought leader in the War on Hunger. It further solidified the organization’s brand reputation as a trusted and impactful charity.

Expert Public Relations for Nonprofit Clients at Grand River Agency

At Grand River Agency, we’re passionate about using our media relations prowess to benefit nonprofit clients and promote fundraising initiatives that make a difference. Expert public relations are a powerful tool to supplement a well-rounded professional communications strategy.

We’re committed to helping our clients achieve their goals through strategic storytelling and media outreach. OFP’s fundraiser is just one case study on what we can do for your organization. Whether you’re launching a new initiative, raising awareness about an important cause, or seeking to engage the community in your mission, Grand River Agency is here to help. 

Contact us here and let’s get to know each other.

Olean Food Pantry million dollar fundraising campaign

Grand River Agency Builds $1 Million Fundraising Campaign for Nonprofit Client

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Let’s take a behind-the-scenes look at the strategic maneuvers powering a $1 Million Fundraising Campaign for one of Grand River Agency’s nonprofit fundraising clients. 

Raising large sums of money for great missions of charity is one of our hallmark services. But, contrary to popular practice in the charity industry, we’re not spending all day churning out grant proposals and praying they stick. To be sure, grant writing is part of the strategy, but we prefer a well-rounded approach that diversifies funding sources and leverages multiple channels for BIG and small wins.

Here’s how we’re doing it. 

Olean Food Pantry’s $1 Million Fundraising Campaign Managed By Grand River Agency

The Olean Food Pantry’s groundbreaking $1 million fundraising campaign, masterminded by Grand River Agency, actually began MONTHS before the formal announcement. In my initial consultation with their Board of Directors, my first question was this: “What do you think of your organization’s digital presence?” 

Their answer? Crickets. 

Obviously, that was the place to start. Nonprofit storytelling these days takes place almost entirely in the digital realm, so why not supercharge the mechanisms for those communications? Activities included:

  • Building a new website
  • Creating new & optimizing current social media accounts
  • Writing blogs for SEO
  • Designing graphics & short-form videos for cross-channel promotion

The next question during that initial discussion was, “Who’s your nonprofit’s target audience?” Naturally, one Board member answered, “The people we serve.” To which I responded, “Absolutely not.”

And here’s why.

The Importance of a Donor-Centric Nonprofit Communications Strategy

The people your charity serves DON’T have money. Donors, funders, grantors and philanthropists are every nonprofit’s target audience.  

That’s not to say your communications strategies mustn’t address and help the people and causes you serve. They absolutely do! Consider it this way: your communications must appeal to donors and funders BY showcasing the superheroic capacity to influence people, whether it’s your nonprofit’s website, social media presence or media relations. 

With the proper mechanisms in place, you can then focus on communicating directly with the people and organizations with the financial power to bankroll your nonprofit mission.  

Writing & Designing a Strong Nonprofit Case for Support

Also known as a case statement, the nonprofit case for support is a comprehensive document that details the who, what, when, where, why and how of your charity’s mission. It’s basically a blanket proposal.

Expertly written and designed, it can be sent in its entirety to BIG MONEY funders or used to copy-and-paste (or at least inform) all future grant proposals, marketing materials and media outreach. Why reinvent the wheel each time you craft new communications?

For the Olean Food Pantry’s $1 Million Fundraising Campaign, we developed and designed a case for support in e-book/magazine format. It clearly and compellingly expresses:

  • Organizational history
  • Mission & vision
  • Community need
  • Current programs & demonstrated impact
  • Future vision
  • Financial realities
  • Justification & plans for funding
  • Decision-makers, staff & volunteers

Just as importantly, it details a well-rounded fundraising strategy noting exactly what’s expected of supporters, grant funders and big money donors to make it work.

Diversifying Revenue Sources in a Strong Nonprofit Fundraising Campaign

So many nonprofits launch fundraising strategies emphasizing just one main activity – whether it be grant writing (often before they’ve built the capacity to contend for competitive grants) or some annual fundraising gala (which often costs more to host than it brings in).

What’s the best way to eat a whale? One bite at a time! So for the OFP $1 Million Fundraising Campaign, Grand River Agency broke down fundraising tactics into four easy revenue streams. 

Grant Writing: Securing $450,000 in Funding

Don’t get us wrong. Grant writing is great – as PART of a well-rounded fundraising campaign. (And that’s only if your organization is grant-ready.) Olean Food Pantry is grant-ready, having already demonstrated success in securing local and regional grants through the years. We’re now aiming to secure a whopping $450,000 in grant funding by researching applicable funding opportunities on a national scale and submitting a volume of proposals to various foundations, charitable trusts and government resources.

Major Gift Donor Cultivation: Unlocking $450,000 in Major Gifts

The next big chunk of the pie requires cultivating major gift donors. Through personalized outreach, relationship-building and targeted stewardship of a list of prospective millionaire donors, we will secure $450,000 in major gifts from philanthropists, community leaders and other high-net-worth individuals with specific interest in the War on Hunger. 

Corporate Giving: Mobilizing $50,000 from Business Leaders

Corporate giving is yet another fundraising avenue we’re mobilizing for Olean Food Pantry. By engaging local businesses and corporations, we’re eyeing a smaller sum of $50,000 in donations. We recognize the area’s business climate makes money tight – and such businesses are already doing their part to combat food insecurity via employment.

By asking businesses for a smaller total contribution, we’re forging strategic partnerships that make a buzz and raise community awareness.   

Individual Donors: Rallying Community Support

Last, but certainly not least, individual donors are playing a crucial role in raising the final $50,000 to support the Olean Food Pantry’s $1 Million Fundraising Campaign. By improving the organization’s digital presence (mentioned earlier), we can now engage the community in ways never before possible.

In general, community members may have comparatively limited means. But compelling smaller contributions – a few dollars here and there add up quickly – empowers individuals to help their family, friends and neighbors.

A Holistic Approach to Fundraising Guides OFP’s $1 Million Fundraising Campaign

The Olean Food Pantry’s $1 million fundraising campaign is a testament to the power of strategic communications – a range of tactics building upon each other to create a POWERHOUSE nonprofit fundraising strategy. But before we could even think about the fundraising aspect, we had to shore up and create numerous avenues for communications. 

Grand River Agency will achieve this ambitious fundraising goal and make a tangible difference for a nonprofit client in the Olean community.

Join Us in Making a Difference in YOUR Community

Ready to harness the power of strategic communications and fundraising to drive meaningful change in your community? We’re here to help your organization unlock your fundraising potential and make a lasting impact.

Kelsey Boudin Grand River Agency President

OTH Column: PR Crisis Lessons from Another Bona Hoops Fiasco

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(Editor’s note: The following op-ed piece appeared in the March 26, 2024 editions of the Olean Times Herald and The Bradford Era. Read the original article here.)

By Kelsey Boudin
Special to the Olean Times Herald

Public relations can sometimes be a cushy job. Not easy, mind you, but generally stable. Write a fluff piece here, hype up an event there and then hop on a podcast interview. 

But when PR crises arise, they test the skills and backbone of any professional communicator. 

The St. Bonaventure men’s basketball team’s obscure refusal of a potential NIT bid became an avoidable PR crisis. A series of communications oversights snowballed into an unwelcome ongoing narrative that bleeds beyond campus to cast a shadow yet again on the program. What can PR professionals learn?

OTH readers might recall my coverage of numerous PR crises in our communities as a former reporter and city editor for the Olean Times Herald. Today, I use those insider media insights at my business to inform PR strategies for client organizations. 

Leaving the expert sports commentary to former OTH colleagues, the handling of this communications issue shows us the sheer difficulty of navigating PR crises. The athletic department and university failed to control – or even guide – the narrative from the start. 

Several public relations lessons developed before our eyes:

  • Timing is everything. 
  • Semi-honest answers draw community scorn. 
  • Followers easily see through padding blame and deflection.

This Bona hoops situation shows us that public relations battles sometimes can’t be won. They can be avoided. They can be de-escalated. But we often can’t unring that bell. 

Yet PR is a necessary function of any organization’s communications strategy, whether you’re a small business or a mid-major conference athletics department – which itself is a business that makes its men’s basketball coach one of the area’s wealthiest individuals.   

It’s not just sports. It’s not just a game. It’s news. Let’s examine the community optics. 

FIRST, THE TIMING issue. At several key moments, the SBU athletic department left community minds and, worse, social media accounts to spiral. First, the Bona faithful waited some 16 hours for an explanation why their team – whose postseason hopes hung on generosity and a prayer – would refuse a chance to extend its season. Why turn down such a gift? Turns out, the team may have pre-emptively opted out, but just enough evidence came out (and didn’t come out) for reasonable skepticism.

In public relations, it’s common before releasing a statement to wait for all the facts, or at least enough to present a credible, cohesive story. In this case, the SBU athletic department knew. It just didn’t know it would be an issue – until it was absolutely forced to explain it. If it weren’t for an ESPN graphic, they thought, it would’ve never seen the light of day. 

Valuable lesson: in news media, EVERYTHING leaks … eventually. 

Waiting to provide an answer gave the impression that the team or athletic department had something to hide. It inadvertently swept saying “no, thanks” to the NIT under the rug. Ask a longtime season-ticket holder how that tastes when they’re asked to renew.

Then the athletic director “resigned” Friday night, leaving the narrative to fester once again on social media until the next morning. But the official press release Saturday was no better than a brief series of platitudes for solid staffing choices and such.  

Admittedly, it’s sometimes best to say nothing or very little, to let the story run its course and fade away after a few news cycles. But PR pros must never assume they’re smarter than fans and news consumers, despite short attention spans and average intelligence. 

That’s exactly what Bona did, though. Now this story won’t settle until after the 2024 NIT champ is crowned. Then it’ll poke its head when a new AD is chosen, when the new season begins, and likely every time the Bonnies sniff an NCAA or NIT bid for the next 10 years.

That’s a dramatic lack of foresight given the monumental stage of the college basketball postseason. Millions of eyes watch every play, every move, every administrative decision. 

NEXT, HONESTY IS THE best policy, right? Well, “selective honesty,” that is to PR professionals who must present the facts in the best possible light. As Bonaventure’s delayed NIT release told us, a host of reasons allegedly prevented the team from continuing its season: the prospect of road games, injuries and players entering the transfer portal.

Each of them held elements of truth. 

Yes, the team would have to travel to away games. But Bona fans’ memories aren’t so short as to not remember road games just two years ago en route to a heroic NIT Final Four run. 

Yes, some players were injured. But how many players in the postseason now are pushing sprained ankles and stress fractures to the limit for a shot at glory? 

Yes, a handful of players entered the transfer portal. But what’s preventing them from finishing the season? With a mutual agreement to continue playing, a strong performance only bodes well for their future prospects elsewhere.

From a PR standpoint, these truths were likely the best the athletic department had in its arsenal. They came across as poor excuses. Sometimes there’s no right answer – no silver bullet to make it go away. 

A day after the initial release, the actual reason was even more damning.

WHAT ELSE CAN BE done, short of appropriately assigning blame? Of course, the university, AD and coaching staff would deflect attention from the student-athletes themselves. That’s a common PR move. Sports journalists who regularly cover the team connected the dots anyway. It’s easy to infer some team members didn’t care to go any further. 

The unintended resulting image? A hush-hush athletic department that won’t proactively address the reality of players overly empowered by NIL. SBU men’s basketball – a treasured D1 program in an area that doesn’t often afford nice things – should be prepared to acknowledge the players’ decisions as the adults they are. Fans and donors now bankroll a player-centric world of virtually limitless opportunity. 

The PR lessons here are wide-ranging. In a roundabout way, comms professionals can thank this team for so frequently providing case studies on what not to do. 

(Kelsey Boudin, a former Olean Times Herald city editor, is president and founder of the communications consulting firm Grand River Agency. He can be reached at kelsey@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.

nonprofit superhero case for support

Nonprofit Case for Support: Fulfilling Your Grand Design

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Nonprofit superheroes, it’s not enough to write a fantastic nonprofit case for support. It could be the most well-written, thoroughly researched case statement ever, and it could still go completely overlooked – unless a prospective donor or grant funder for some reason prefers text only. Here’s where graphic design plays a key role in your nonprofit storytelling strategy.

We first addressed the importance of this comprehensive document, which should be the linchpin of all nonprofit fundraising and communications efforts. Then, we discussed the critical elements of a case for support and how to write one. 

Today, we discuss how great design can, well, fulfill your nonprofit’s grand design. Hold onto your capes, heroes of charity! We’re diving into design elements and strategies that will make your narrative soar higher than a superhero in flight. Because, let’s be honest, who would take a superhero seriously if their costume was in shambles?

The Art of Design: A Nonprofit Case for Support with Great Graphic Appeal

It’s not just about looking good. Of course, that’s a part of it. But a well-designed case statement helps to present and frame your nonprofit mission, individuals served, systematic challenges and financial realities to be easily understood. Great design offers true perspective on the issues. 

The Visual Symphony of Design

Your case for support is not just a document. It’s a canvas awaiting the touch of an expert artist – your designer. It’s about professionalism, clarity and engagement. A visually striking design elevates your narrative, capturing attention and instilling confidence in your organization’s competence. 

Don’t have a graphic design expert on standby? Fear not! Platforms like Canva and others can turn even novices into design virtuosos. (Grand River Agency also offers design services that surpass all commercial platforms.)

The Professional Handshake

Your case for support’s aesthetics matter. They convey organizational credibility for a great first impression. Would you show up to a job interview in your grass-cutting jeans or still sweaty from the gym? No! Because even though you’re not being considered for your looks, looking professional shows that you’re committed to being professional.

The graphic appeal of this document is a firm, confident visual handshake and a declaration of your organization’s commitment to excellence. The design sets the tone for a serious consideration of your cause and call to action.

Aim for clarity in layout. Don’t jump around. Even the smartest reviewers will get lost – or even aggravated. State your case in clear, cohesive order that’s easy to understand. Ensure your content is organized logically, guiding the reader seamlessly through your narrative.

Use fonts that reflect your brand’s personality, opting for styles that are both readable and align with your organization’s image (more on that later). Strike a balance between text, graphic elements and white space to avoid overwhelming the reader and nurture visual harmony.

Use Graphics to Emphasize Key Points

Graphics are your superhero sidekick, standing at the ready to hammer home key points. Punch! They break up the monotony of walls of text and guide your readers through the narrative. Think of them as visual exclamation points! 

A well-placed graphic can sometimes illustrate a point more effectively than a paragraph. Of course, you still need to indicate key points within your written narrative. There’s something authoritative about pulling a statement or statistic from a paragraph for EMPHASIS. For instance:

  • 95% Job Placement Rate
  • ZERO Overdose Deaths
  • 67% Reduction in Violent Crime
  • “Our family now has access to nutritious food.” – John Q. Client, Food Pantry Visitor

Can you see how emphasizing those outside the main text would command attention? This is the essence of visual storytelling.

Graphs: Making Sense of Complexity

Numbers can be complex, but a thoughtful graph can be a beacon of clarity. Sure, there are some proposal reviewers who can make sense of complicated statistics in paragraph form. But for most, numbers often require clarification and perspective. 

For instance, a 54% increase in your nonprofit’s social media followers means little without providing comparison. Reviewers will likely ask, “A 54% increase over what?” So here’s a chance to include a nice line graph that shows the upward trend in your following over prior numbers.

Bar graphs, pie charts, scatterplots, histograms — they all simplify intricate figures and offer clear insights into your organization’s achievements and goals. Don’t let vital stats get lost in the sea of text. Bring them to life with graphs!

Photos & Illustrations: The Soul of Your Story

Photos and illustrations are powerful. They transcend words, providing a tangible glimpse into the impact of your initiatives. A powerful image can evoke emotions that words alone might struggle to convey. Show, don’t just tell. 

The story of your nonprofit superhero’s work requires a visual medium to emphasize emotion and the soul of your mission. Why? Because there’s emotion tied to impact. There’s emotion tied to people struggling. There’s emotion tied to lives being helped and improved. For the reader, there’s emotion tied to actually seeing your mission in motion.

As the old adage goes, “A picture’s worth a thousand words.”  

Craft a Consistent Visual Identity: Your Brand in a Nutshell

Harmony is key. A consistent visual identity, from fonts to colors, reinforces a polished and professional appearance. While expert graphic design in crafting a nonprofit case for support is all about aesthetic appeal, it’s also about building brand recognition. 

Your brand’s colors and fonts are its voice without needing to say anything. Any self-respecting superhero always has a super cool costume – with awesome designs, colors and logos that foreshadow the skills they bring to their population in distress: stealth, strength, speed, psychic ability, etc. While, admittedly, superhero fashion is created for entertainment, the psychology behind them holds true. (You’d immediately recognize the Superman “S”, the Batman logo or the Spidey Suit anywhere!)

Let the same be true for your nonprofit superhero brand. Let visual identity sing cohesively from your case statement to your email marketing to your public relations.

Does Your Nonprofit Superhero Have a Great Costume? Design Your Nonprofit Case for Support to be Ready for Action!

So, nonprofit superheroes, it’s time to breathe life into your case for support document with some great graphic design. We can’t overstate the importance of a well-developed case statement. It can be sent in its entirety to big-money donors or used to inform future grant proposals, marketing campaigns and other community engagement.

Weave your narrative into a visual masterpiece. While this process can be quite detailed and overwhelming, doing it right can be a game-changer between struggling and soaring. Let this guide be your superhero sidekick!

If you need help, we’re always here for a chat!

nonprofit superhero case for support

How to Build the Ultimate Nonprofit Case for Support

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We’ve described the importance of a great nonprofit case for support. Now’s the time to build one. This comprehensive document – expertly written and designed – lays the foundation for ALL organizational communications. That includes all future grant writing pursuits, marketing campaigns and donor cultivation.

(Helpful hint: your case statement can even be sent in its entirety to big-money funders and published alongside your digital marketing efforts to rally community support.)

We’ve been using a great metaphor for your nonprofit journey: a superhero out to protect, serve and save the day for people in need. Ideally, the case for support labels your organization as uniquely positioned to solve the community issue at hand and to build a League of Allies to ensure long-term success.

How Does a Strong Case for Support Work?

Picture your nonprofit donning a cape, sharpening your professional message across four vital dimensions:

Gotham’s In Trouble

Every superhero has a nemesis, and so does your nonprofit. The population you serve is under attack. Whether it’s battling hunger or addressing community health issues, identify the villain your organization fights.

Craft a narrative that captures – in words, pictures, graphics and graphs – the essence of this epic challenge and places your charity superhero at the forefront of defending the defenseless.

Plotting Your Villain’s Demise

Your nemesis has a weakness that needs to be exploited. That weakness IS your nonprofit superhero and its capacities. Your case for support must envision a world in which the threat has been eliminated and the population is thriving. 

Through hard work and a little help from superhero sidekicks like donors and volunteers, the enemy WILL be defeated. 

Superpowers & Secret Weapons

Spell out the unique programs and skills your charity brings to a populace in distress. How does your organization swoop in to save the day? 

Detail your prior success stories and ongoing plans of attack. Your programs and community initiatives are secret weapons and superpowers needed to achieve your nonprofit vision. 

Invitation to Join Your Hero League

A case for support is a great, big call to action. Expressed well, it invites others to participate actively in your nonprofit mission: defeating the threatening villain. By positioning your nonprofit as the superhero society deserves, you naturally bring others – hopefully with deep pockets – into the fold as key devoted supporters.    

Outline of Epic Proportions: Laying Out Your Nonprofit Case for Support

Now, let’s embark on your nonprofit’s epic journey with key elements to a stellar case for support. Your case for support is a comprehensive document that spells out all there is to know about your organization, its mission, its people, populations served and funding needs. 

It brings readers alongside your nonprofit hero to see the problem with all its blemishes and how your organization could make a real difference – with a little help from friends. Of course, it’s quite versatile. Use it in its entirety or to inform messaging for grant proposals, public relations and nonprofit marketing and everything in between.  

Introduction

Begin with an emotionally charged anecdote. Or, if possible, use a true story or an archetype to represent individuals or issues commonly seen at your nonprofit. 

However you do it, paint a picture that introduces your nonprofit superhero’s mission. Tug at heartstrings. Set the stage for an inspiring call to action.

Organizational Mission, Vision & History

Explore your organization’s essence, purpose and historical footprint. This is your superhero’s North Star, guiding every endeavor. Showcase the “what,” “how,” and most importantly, the “why” behind your mission.

Fundraising Goal

Clearly state your fundraising goal and articulate the transformative power within each dollar raised. Spell out not just financial figures, but also the impact made possible through every contribution.

Articulate your organization’s current budget and philosophies guiding your spending plan. Reconcile those current realities by expressing HOW MUCH MORE can be done with financial contributions, volunteerism or other forms of support. 

The Societal Issue

Detail the profound challenge your organization tackles. Expand upon your introduction with a compelling story (or stories) that capture(s) the essence of human struggle, societal gaps and inequities. 

Engage prospective donors not as witnesses, but as participants in the epic saga of your heroic impact. Stir emotions and awaken a sense of collective responsibility.

Organizational Track Record

Highlight milestones, triumphs and transformative moments. Showcase your organization’s credibility by demonstrating a proven ability to convert vision into tangible outcomes. Every person and system served has a story and provides proof both quantitatively and qualitatively. 

Current Programs & Mission Alignment

Discuss your ongoing initiatives, illustrating how each program contributes to your organization’s heroic masterpiece of real community change. Showcase the thoughtful alignment of actions with intentions.

Talent & Core Competencies

Introduce the passionate individuals steering the ship, accompanied by external validations like education, credentials and awards. Showcase your organization’s human capital and unique strengths. 

Here’s a great chance, for example, to indicate your nonprofit’s Executive Director has successfully launched numerous capital campaigns (to demonstrate sustainability) or that your program staff are all certified CPR trainers (to demonstrate capacity). 

Looking Forward

Outline overarching goals as a visionary compass guiding stakeholders toward the future. This is a promise of sustained growth, deeper community engagement and heightened effectiveness.

Yes, your case for support expresses current and immediate need, but a forward-looking focus shows your hero has eyes toward community impact for years to come.

Fundraising Playbook

Highlight a well-rounded and diversified approach to fundraising – including grant writing, donor cultivation, corporate philanthropy, events, major gifts and more. Supporters of your nonprofit hero’s journey will almost certainly want to know you’re not “putting all your eggs in one basket” in defeating the societal villain. 

Conclusion

Reaffirm the urgency and significance of your nonprofit’s mission. Express gratitude, showcase progress and issue a clear call to action. This section is a launchpad for community engagement, fostering shared responsibility and collective empowerment.

Achieve Nonprofit Fundraising Excellence with a Great Case for Support 

Ready to transform your nonprofit into a superhero force for good? (Just as importantly, are you ready to raise the money – the lifeblood of all charities – to achieve real and sustainable community impact?) A great case for support is arguably your most important piece of nonprofit storytelling, inviting funders to partner in your success. 

We just laid out the key steps to putting one together. Now it’s on you, dear nonprofit hero, to put one together. Of course, if you need help, we’re always here to guide the process with a knowing and caring hand! Grand River Agency has a dedicated team of professional communicators with combined decades of nonprofit experience. 

Craft the ultimate case for support with Grand River Agency and let your heroic journey take flight!

nonprofit superhero case for support

Case For Support: 6 Legit Reasons ALL Nonprofits Should Have One

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We’re on a nonprofit superhero kick here at Grand River Agency! With all the good – all the community impact even the smallest nonprofits aim to achieve – it’s nothing short of heroic. Part of being a nonprofit superhero is gathering the support and resources you need to do the job.

A great case for support is the primary document all nonprofits should have to build their superpowers and League of Community Support. Not all heroes wear capes. Some – like Lucius Fox in Batman – support the good fight with cash and resources. 

The trick is getting them on your team.

A nonprofit case for support, aka case statement, compels funders to give graciously for the sake of protecting Gotham. In this blog post, we’ll unravel 6 great reasons why all nonprofits should build a case for support document, exploring why it’s a downright essential piece of nonprofit storytelling for every organization looking to make a lasting impact.

Why is a Case for Support So Important?

Before you don your nonprofit superhero cape and start firing off grant proposals and marketing campaigns, you need a roadmap. The case for support is not just a document. It’s your nonprofit’s superhero dossier, proclaiming everything from impactful programs and community outreach to demographics, financial needs and future aspirations.

Let’s break it all down!

1. Laying a Foundation

As the cornerstone of your nonprofit storytelling, the nonprofit case for support is the comprehensive narrative that informs every aspect of your organization’s expert communications strategy:

  • Grant applications
  • Marketing materials
  • Donor cultivation
  • Public relations
  • & More

It’s a written and designed document that lays out the who, what, where, when, why and how of your organization – typically in anywhere from 5 to 15 pages, depending on depth and detail required. It’s the strong foundation upon which every engaging story and compelling detail is built. It doesn’t just share what you do. It intricately weaves the “why” into every aspect.

2. Time-Saving Magic

In the fast-paced world of nonprofit heroics, time is ALWAYS of the essence. If your nonprofit fundraising strategy carries any weight, you’re compiling great volumes of grant proposals, marketing materials and otherwise getting your message out. Each piece of messaging serves a vital role in GETTING THE MONEY REQUIRED TO MOVE YOUR MISSION FORWARD!

(Yes, ALL CAPS is necessary.)

Crafting all this from scratch is like reinventing the wheel every time. Why waste precious hours, days and even months when you have a pre-built arsenal of material? Your case for support is a magic wand that saves time, allowing you to focus on what truly matters: making a difference. 

You’ll almost always need to adjust content for the purpose at hand, but even saving 50% of your time means you have 50% MORE TIME to amplify efforts, deepen community engagement and, ultimately, fulfill your organization’s mission more effectively.

3. Consistency is Key

Consistency is the basic element of professionalism. It’s key to building a strong nonprofit brand that “sticks to the ribs” as truly memorable. A well-structured case for support ensures your messaging is consistent across all platforms. It keeps your communication strategy on track, fostering trust among donors, partners and the community.

Trust blossoms when donors and funders encounter a seamless narrative – whether in a grant proposal, community event promotion or a simple social media post. Of course, it also helps the people you serve by consistently providing reliable information.

4. Grant Proposal Powerhouse

With a robust case statement in hand, drafting grant proposals becomes a breeze. No more starting from scratch! Simply customize this foundation you’ve already built to suit the specific grant parts and requirements, and you’re ready to conquer funding opportunities.

The case for support is a blanket proposal. It can be sent in its entirety to prospective donors and funders. Or you can pick and choose details as the building blocks to a solid grant application. It encapsulates your organization’s “boilerplate information: 

  • Mission & vision
  • History
  • Current programs
  • Community impact
  • Testimonials
  • Admin/staff experience & expertise
  • Goals & objectives 

The document is a haven of copy-and-paste material. Or it can serve as a baseline of key starting points, upon which you can easily expand. It’s a practical resource that transforms the complexities of grant applications into a straightforward and effective launching pad for fundraising success.

5. Future-Proofing Vision

Your nonprofit’s future focus is a key element of the case for support. It’s not just about your organization’s current makeup. It’s a visionary document that outlines where your organization is headed. Having a roadmap for the future ensures that your strategies align with long-term goals – and that all communications leaving your organization embody that spirit.

A forward-looking compass guides your nonprofit’s trajectory. It not only aids in strategic planning, but also serves as a beacon for your team, current and prospective donors, stakeholders and individuals served. It communicates that your nonprofit not only addresses immediate needs, but also is actively shaping a sustainable and impactful future that will adjust with evolving community needs.

6. Community Connection

The case for support is a powerful tool to connect with the community. It tells your story and authentically showcases your impact. It builds a bridge from your organization to the hearts of potential supporters.

By sharing your case for support document, you extend an invitation for others not just to witness your nonprofit mission, but to become active participants. When frequently updated to detail current realities, it’s a dynamic link of shared purpose, understanding and collective action within the community you serve.

Elevate Your Nonprofit Superhero Status with a Great Nonprofit Case for Support

Every superhero needs a signature move. For nonprofits, that strategic move is a great case for support. It’s the tool that elevates your superhero status in the charitable world, making you stand out, not just as an organization but as a force for positive change.

It’s more than a document. It’s your manifesto of impact from which all other communications originate. By crafting a great case statement, you’re showcasing your nonprofit superhero’s unique strengths, achievements and transformative journey to serve the underserved. It’s the emblem on your superhero cape, instantly recognizable and resonant with the power to inspire and mobilize. 

Admittedly, there are many moving parts and complexities involved with compiling such a comprehensive document. Without dedicated communications staff, it can be nearly impossible. Let Grand River Agency help you produce a ready-to-use foundation. No more reinventing the wheel. Let’s get your messaging right and begin to focus on what truly matters — making a difference.

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.

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