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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!

Kelsey Boudin Grand River Agency President

Southern Tier Communications Strategies is Now Grand River Agency!

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Change and growth. It’s the natural order of things … if you’re doing it right. Our growing strategic communications firm is now Grand River Agency, and we’re determined to build on the strengths, successes and lessons learned the last 3 years.

We launched in 2020, at the beginning of the pandemic, as Southern Tier Communications Strategies, LLC. The risk was immense. The path, uncertain. I aimed to take nearly two decades of experience in journalism, digital marketing and nonprofit fundraising and provide communications value typically enjoyed only by big-budget enterprises.

So we built relationships. Relationships became clients. Clients became friends. From digital marketing campaigns and website development for small businesses to grant writing and community outreach for small nonprofits, we’ve delighted in helping our friends succeed.

Standing out amongst THE BIG GUYS is never easy. It’s indescribable seeing communications strategies achieve – and surpass – desired goals and objectives. Using similar tactics employed by larger organizations, our clients have seen results in our own backyards here in the beautiful Enchanted Mountains of Western New York and around the United States. 

‘We All Have a Story to Tell. Let’s Tell It Well.’

Stories. Narratives. They’re behind the nurturing of every mutually beneficial relationship. 

Marketing drives commerce. Public relations builds support for good causes. Grant proposals become financial windfalls to build and sustain community missions of scale. An organization’s success is entirely dependent on its ability not only to promote goods and services, but also to affirm its community identity.

Establishing that place of belonging requires an immense communications capacity, especially in the 21st century digital realm. It’s not enough to BE SOMETHING. Only by AMPLIFYING YOUR MESSAGE does that MEAN SOMETHING.

But the reality is, so many lack the capacity to deliver the volume of quality communications needed to stand out. It’s true for the small cybersecurity firm as it is for the community food pantry – even within their own communities. Digital graveyards sit where success stories should be told and thought leadership celebrated. Grant proposals for life-sustaining programs remain unwritten.  

Food for thought: More than 50% of small businesses and nonprofits don’t have a marketing strategy. Even fewer have a strategic plan and fundraising blueprint to build new programs and offer long-term sustainability – even for rainy days and economic downturns. 

Don’t let your organization fail to achieve its potential. An investment in strategic communications is an investment in capacity-building and growth like no other.

The Evolution of Grand River Agency as a Communications Powerhouse

Similarly, Grand River Agency needed to grow and evolve to become Grand River Agency. The team has grown – collectively adding DECADES more experience in services including website development, graphic design, content marketing, public relations, nonprofit fundraising, audio/visual production, and much more.

Our commitment to service, primed by an influx of clients almost immediately after our founding, made focusing on our own strategic marketing and communications almost impossible. But today, we’ve achieved a position of power and prominence to continue to grow this agency to help even more friends. 

Our partnerships around the country further ensure that strategic communications resources are never out of grasp – even if we can’t provide them personally. 

That’s our commitment … to you. As always, I’m here to chat.

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.

how to write a press release

How to Write a Press Release: A Public Relations Guide for Beginners

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I spent my formative professional writing years, in my 20s, sweating in a newspaper newsroom in death throes at the northernmost tip of Appalachia. But it was very much still functioning – enough to provide experience worth its weight in gold. One of those experiences (however mundane) was processing press releases. 

The task fell often to cub reporters. It followed me into becoming City Editor a few years later. Out of necessity. With such a small staff, someone had to tackle the onslaught of press releases via email and even a relic fax machine from the Pleistocene. To boot, many of the remaining reporters – some of them dinosaurs themselves – struggled to do an editing job justifiable for print.

Or even care.

So I processed press releases. Oh, I processed the hell out of them. Rewrote them. Thousands of them. Hours a day, the bulk of my 70-hour work weeks – on top of leading the newsroom, covering every story of importance and editing reporter copy. 

It was astonishing how many PR flacks had ZERO IDEA how to craft an effective press release. Many whiffed at their primary goal: influencing earned media. (Of note: for every press release I processed for print, at least 30 others ended up in the trash bin – lifeless, useless, a failure in public relations.) 

Don’t Know How to Write a Press Release? Listen Up!

The journalists you must woo have some of the most stressful jobs in the world. (I was hospitalized with heart problems at 27.) They’re pressed for time. Your press release must register as newsworthy to an overworked, overly caffeinated editor – or his coffee-making intern. 

The value of a press release arriving ready to publish can’t be overstated. But besides being well-written and of OBVIOUS value to news consumers, they must carry their own weight in delivering:

  • News value
  • Clarity
  • Brevity
  • Call to action

Essentially, the who, what, where, when and how of whatever you’re promoting, wrapped neatly in a succinct package, that ultimately addresses the most important question: “Why should the news consumer care?” News producers won’t answer that for you. (They’ll most likely just throw it away and move on to the next.)

First, the Hallmarks of a Garbage Press Release 

Of course, our aim is for your PR team to steer clear of these pitfalls to write mindful press releases. It’s vital to know what NOT to do:

Beware Excessive Fluff

Too often, verbosity creeps into the picture. Writers inflate their language, adding adjectives and redundancy at every turn. The path to effective storytelling lies in simplicity.

The Length Predicament 

In that light, brevity is key. A standard press release generally clocks in at around 350 words (preferably fewer).

Attention spans shrivel at the sight of a lengthy article. If your press release doesn’t seize the reader’s interest within the first line or two, it’s time to re-evaluate.

Mind Your Language: Spelling & Grammar

A single misspelled word or syntax error can tarnish an otherwise solid press release. Write like an editor. Errors like “its/it’s” or “there/their/they’re,” among other grammatical blunders, undermine your organization’s credibility. Impeccable writing validates your commitment to your cause, whether you’re announcing a nonprofit fundraising campaign or addressing industry trends as a thought leader.

An error slipping through the cracks, quite often, is just as much the fault of the public relations team for first letting it happen. While a strong news editor might devote time, consider how many would give only a cursory effort and send for publication, broadcast or whatever. 

The Blueprint to Writing a Stellar Press Release

Writing a press release doesn’t have to be time consuming or complicated. Let’s navigate these waters with precision.

Concise & Captivating Headline 

A headline should be a beacon of clarity and newsworthiness. While creativity has its merits, the headline must grab attention with immediate value. Sometimes, it’s best to write the headline once the release is fully drafted to encapsulate the core news.

Wrong: “Local Nonprofit Announces Fundraising Drive.”

Right: “Fundraiser Slated to Address Suicide Prevention.”

See? The first example says next to nothing. Which nonprofit? To benefit what? The second establishes value in 6 words. 

Engaging Lead

The opening paragraph, often called the lead or lede, is the linchpin. It captures attention and encapsulates the nuts and bolts. Think of it as conveying the essence of your story in just 30 seconds. (Because readers and listeners are virtually assured to tune out much beyond that.)

Example: “The GeorgeStrong Foundation has joined local high school football officials in calling for tougher concussion protocols. The Foundation will host a webinar Saturday evening for coaches and athletes to discuss safety with renowned neurologist Jack Smith.”

Nuts and bolts. The value’s all there, with the most important call to action: “Join us.”

Quotes That Resonate

Incorporate potent quotes for context and clarity. While not everyone in your organization needs to be quoted, the influential voice(s) should be heard. 

For those who’ve made it past your lead elements, quotes give life to the explanation of why it’s important and what to expect.

Example: “Our local hospital saw 27 concussions from high school football players last year,” said GeorgeStrong President Bill Williams. “Our goal, in partnering with neurologists and other experts is to show coaches and players how to spot signs of a concussion – and how better equipment and common sense can prevent career- and life-threatening head injuries.” 

Important: Quotes SHOULD NOT echo previous statements. 

Less is More

A press release should be informative without needless padding. Get your message across succinctly and stop when the point is made.

The Critical Review

Thoroughly review your press release. Enlist a fresh pair of eyes, if possible. A second (or third or fourth) set of eyes not only spots errors, but also ensures the release aligns flawlessly with the intended message. Your goal is precision and compelling content. Ensure you achieve both. (Then review it once more.) 

If you aren’t the expert in a subject area, GO FIND THAT EXPERT! Whether it takes 30 seconds to double check a fact or 30 minutes in her office to explain a process, take time to ensure it’s right.

Walk away. Time permitting, revisit your press release after a few hours or even a day for a fresh perspective. Clearing your head may unveil areas for refinement or streamlining, while also catching elusive typos. 

Crafting a Noteworthy Press Release: A Holistic Approach 

As you write your press release, put yourself in the editor’s shoes. Does it effectively narrate your organization’s story? Does it explain why anyone should care? Just as importantly, does it require minimal editing for publishing or broadcast.

With these insights, you’re poised to write a press release that commands attention and builds rapport with your target audience(s). Remember, seeking help from a perceptive public relations consultant is a strategic move, not a sign of defeat.

artificial intelligence in strategic communications

Artificial Intelligence in Strategic Communications: AI Isn’t Enough on Its Own

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POW-ER-FUL! Yes, that’s the word for artificial intelligence in strategic communications (or stratcomm, a broad field that encompasses any sort of professional outreach via any medium). AI is like a superhero sidekick that can create content at lightning speed, generate brilliant ideas, and boost your efficiency like never before. 

But, hold on, before crowning AI as the magical solution to all your writing and content-production needs, let’s have a heart-to-heart about the critical role of the human touch in this digital adventure.

It’s astonishing to plug in a content idea and watch AI spew out hundreds of words in just seconds for your digital marketing blog, social media presence, grant proposal or whatever. Notice I said “spew,” as the resulting content is merely a regurgitation of algorithms scrambling to follow your prompts by scanning what already exists in the digital realm.

But ask yourself:

  • Is it actually well-written? 
  • Is it search-engine optimized? 
  • Is it accurate?
  • Is it written for your audience? 

We’ve found that artificial intelligence for content production is a great starting point for strategic communications. Nothing more. It still needs the human touch to truly resonate with target audiences and to achieve digital benefits. Artificial intelligence certainly can mimic specific writing voices, summarize a series of details with logical and linguistic fidelity, and do so quickly.

But it lacks in the following areas. 

Artificial Intelligence in Strategic Communications Lacks the Human Touch

At Grand River Agency, we love AI and have been experimenting with its potential since day one. Don’t get me wrong! It’s a lifesaver as we prioritize creating volumes of content for small nonprofits and businesses. We use it daily, and if you’re not on board, you’re already 10 steps behind the curve!

But, as I said, it’s merely a place to get started. AI-generated content still needs human guidance.

AI is a content creation powerhouse, no doubt about it. The sheer volume of content it produces, the ideas it generates, and the efficiency it brings are awe-inspiring. But, my friend, there’s more to content marketing than just producing words on a page.

Mindful & Impactful Storytelling

Artificial intelligence generates content at breakneck speed, but mindful and impactful storytelling is where the human touch reigns supreme. Your goal as a content creator – for whatever purpose – is to be the most impactful storyteller possible. You’re gathering content consumers around your fire to be an industry thought leader, to offer solutions, and to profess your brand as THE LEADING PROBLEM-SOLVER. 

Emotion, nuance, and empathy in storytelling captivate readers and forge deep connections. AI can’t replicate the human ability to create content that resonates with your audience on such a personal level. 

AI doesn’t know your story. It doesn’t know the people, systems and industries you serve. It can’t venture a guess regarding the personal stories and tales of triumph (or failure, for perspective) which demonstrate your organization’s expertise. Artificial intelligence for strategic communications can’t prophesy your distinct industry’s trends and daily narratives.

Quality & Optimization

Sure, AI can churn out content at a rapid pace, but quality and optimization for digital performance can suffer. Human writers know how to craft content that not only ranks well in search engines, but also delivers real value to your audience.

Once again, AI gets you only part of the way there as a content creator. For instance, AI can toss out any number of SEO longtail keywords, but it couldn’t advise the search volume and difficulty of ranking. For that and other optimization matters, you need definitive tools like Semrush or HubSpot. 

Context & Tone

Your brand’s voice is its signature, and only humans can ensure it stays authentic and relatable. AI may analyze data, logic and linguistic styles, but it lacks the intuition to understand the context, tone, and unique voice of your brand. 

YOUR UNIQUE VOICE.

Only the human touch can adapt content to your audience’s preferences and answer their questions effectively.

Creativity & Originality

In a similar light, AI-generated written content still comes across as canned copy. It does its best to match your brand of originality  – and come quite close, if “taught” and prompted correctly – it’s STILL NOT YOU! 

AI might be relatively competent at discerning patterns, but creativity and originality come from the human mind. Unconventional ideas, innovative thinking and fresh perspectives are what set your content apart in the crowded digital marketing landscape and nonprofit fundraising realms your organization calls home.

Authenticity & Credibility

Building trust and credibility with your audience requires authenticity – and that’s where the human touch shines. AI-generated content can feel formulaic and generic, lacking the authenticity that readers crave. Humans bring their personalities and expertise, trying to instill credibility in every word they write.

AI in strat-comm is just as likely, if not more, to make a mistake than a human. That’s because its algorithms scan the internet for existing content and fill in the blanks with random, inaccurate points. (Sometimes it just makes up something for the sake of filling space.)

Want to lose credibility? Let too many mistakes like that slip through the cracks. Your audience counts you to be that “thought leader” we keep discussing – to help them solve problems. Little dings in your credibility will eventually sink your strategic communications ship.

Flexibility & Adaptability

Strat-comm isn’t static; it’s a dynamic journey. Humans possess the adaptability to pivot strategies, experiment, and respond to real-time changes. AI, on the other hand, follows preset algorithms, limiting its ability to adapt to evolving content needs. 

As AI improves, it’ll always follow logic and trends gathered from human activity. In a sense, it’ll always be a step behind what it needs to operate: humans.

Emotional Connection

Connecting with your audience on an emotional level is the holy grail of content marketing. Humans understand the intricacies of human experiences and can craft stories that resonate deeply. 

Our ability to understand the human experience through empathy – knowing what “that feels like” – allows us to tell stories that offer perspective and guidance. AI can’t replicate that level of emotional connection. People will subscribe, purchase and commit to your brand only when they know and trust it. 

AI is Our Friend, But Communications Cherishes the Human Touch

At Grand River Agency, we believe in embracing AI’s power while cherishing the human touch. AI can be your creative superhero, but it needs human emotion, understanding, and optimization to truly evolve into effective storytelling THAT DRIVES RESULTS.


You see, it’s a tool – a tool that a builds our capacity to produce exponential volumes content for the great industries we serve. Get ahold of me, if you’d like to see how it works!

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 social media

Leveraging Nonprofit Social Media for Maximum Impact

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Yes, I said “leveraging.” It’s not enough for nonprofits – of any size – just to use social media. You must leverage nonprofit social media for maximum impact. 

But what exactly does that mean? 

At Grand River Agency, we understand the vital role social media plays in advancing your nonprofit organization’s mission. In today’s digital landscape, social media is essential for so many wonderful reasons. We also recognize that smaller nonprofits often face challenges due to limited time, staff, resources, and expertise to handle all aspects of digital media marketing effectively. That’s where we come in to help you navigate the world of nonprofit social media marketing and build a strategy that works. 

It’s often a first touchpoint for others encountering your nonprofit brand – from the individuals and systems you serve to the donors and grant funders who support your mission. Nonprofit social media is on the front lines of building awareness, promoting programs, leading conversations, calling for action, appealing to donors and celebrating impact. 

Leveraging Your Nonprofit Status for the Most Effective Digital Marketing Strategy

You have at your disposal so many tools and resources not available to individuals and for-profit businesses.

Exclusive Nonprofit Social Media Marketing Tools

As a nonprofit organization, you have access to a range of tools and resources that can grab a legitimate digital marketing edge. For instance, only nonprofit organizations can take advantage of $10,000 A MONTH in FREE Google Ads. (Look into it. You’ll be glad you did!)

You can receive services, support and perks across a variety of platforms – JUST BECAUSE YOU’RE A NONPROFIT! By enrolling as a charitable organization, you can access free or reduced software memberships, digital advertising options, and ample social media training opportunities. Social media platforms like Facebook, Instagram, YouTube, TikTok, and Pinterest offer special features for nonprofits, such as “donate” buttons and fundraising tools, technical support, and production resources. 

Don’t overlook free training opportunities offered to nonprofits by pretty much any platform. Don’t just go out there and “wing it.” Learn the best practices, tools, skills and expert insights to guide your posting.

Let’s supercharge your nonprofit’s online presence and fundraising potential. (Here’s a more comprehensive list of nonprofit social media resources.) 

Nonprofit Storytelling Guide

The Right Content Experience (For the Right People, at the Right Time)

Knowing your target audience is crucial for successful social media marketing. This can be tougher for nonprofits. Many for-profit businesses can target a single demographic of consumers most likely to, well, consume. But nonprofits must appeal to mission recipients and mission supporters alike. (As our good friend, nonprofit fundraising guru Joanne Oppelt would say, “Money follows mission.”)

If you want money to build your mission, you NEED money to get there. So many nonprofits have misguided fundraising strategies that handcuff themselves into campaign failure.. 

The obvious prescription is a social media presence that appeals to the donors, grantors and philanthropists who support your cause financially – by becoming storytellers of impact for the people and systems you serve. 

Social media allows for storytelling at your fingertips. Heck, you can even use your smartphone to shoot videos, take pictures and write content that showcases your mission in action. Highlight stories of individuals whose lives have transformed by your initiatives. Inspire potential donors and humanize your organization’s impact.

Choosing the Right Social Media Platforms

Selecting the right social media realms is crucial for reaching your target audience. But what are the most effective platforms for nonprofit social media?

Instead of trying to be on every platform, focus on those aligning best with your nonprofit cause and resonate with your audience. 

Facebook and Twitter are popular digital homes to communicate nonprofit missions. But platforms like Instagram and even TikTok have emerged as even more suitable for visually engaging and trendy missions. If your target donors are professionals, LinkedIn remains the standard for outreach that educates prospective donors and allows them to envision themselves as a key supporter.

Don’t be afraid to experiment!

Creating a Content Calendar

Consistency is key on social media. By creating a content calendar, you can plan and schedule posts strategically. You must post regularly – the ideal definition of  “regularly” varies by platform.

Your content calendar doesn’t have to be complicated. A simple Excel spreadsheet or Google Sheet will do. Use the calendar to strategize relevant and timely campaigns, organize your posts across platforms, and include a mix of content types, such as blog posts, infographics and videos. Highlight upcoming events, fundraising campaigns, societal issues, and third-party wisdom related to your cause. 

Be flexible and willing to adjust. Social media is a great place to receive instant feedback on what’s working and what’s not. If people aren’t engaging, it’s not working.

Communing With Your Audience

Don’t talk at your audience. Discuss your mission with them. Commune with them. Remember that social media is a two-way conversation. 

While you seek to share your message, take the time to listen and respond to your audience. Engaging in dialogues with your followers helps build relationships and creates a loyal community of supporters. This online community amplifies your message to back your charitable cause. 

Respond to comments and messages promptly, and use polls and surveys to gather insights from your audience. People love being heard! Analyze social media metrics to understand your followers’ engagement and preferences. (Here are 16 key social media metrics you need to track in 2023.) 

Optimize your strategy accordingly.

Collaborating with Other Nonprofits & Influencers

Collaboration is a powerful strategy on social media. Partnering with other nonprofits allows you to share resources and reach a wider audience. Collaborate on events, co-create content, and cross-promote each other’s initiatives. 

Reach out to influencers with an interest in your nonprofit cause. They can provide a significant boost in credibility and exposure. Influencers with large followings can help introduce your nonprofit to new audiences interested in your mission.

Even Small Nonprofits Can Achieve So Much on Social Media

At Grand River Agency, we know even small nonprofits can achieve significant impact on social media. We’ve mentored and facilitated digital marketing success for organizations serving a variety of awesome community missions!

It’s an entire digital toolbelt to directly connect with your target audiences, showcase your mission’s impact, and rally support. With the right nonprofit social media strategy, your nonprofit can make a big splash and thrive in the digital age.

If you need help, don’t hesitate to reach out for a FREE CONSULTATION!

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.