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8 Nonprofit Branding Tips to Align with Your Community Mission

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

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

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

Nonprofit Branding That Stands Out in All the Noise

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

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

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

1. Build Recognition & Trust

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

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

2. Differentiate Your Organization

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

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

Free Nonprofit Brand Storytelling Guide

3. Become a Brand Storyteller

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

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

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

4. Be Consistent

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

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

Mission Alignment: Nonprofit Branding with Community Purpose 

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

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

5. Define Your Core Values

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

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

6. Put Your Audience First

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

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

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

7. Use Visual Storytelling

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

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

8. Data-Driven Storytelling

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

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

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

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

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

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

nonprofit digital marketing

Nonprofit Digital Marketing Trends for 2024

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

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

Getting the Most of Your Nonprofit Digital Marketing This Year

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

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

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

Trends to Watch: Nonprofit Marketing in an Evolving Digital Landscape

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

1. Personalization Matters

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

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

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

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

Nonprofit Storytelling Guide

2. Invest in the Digital Realm

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

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

3. Harness the Power of Video

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

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

4. Engage Influencers

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

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

5. Leveraging Valuable Resources

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

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

Above All Else, Be AUTHENTIC with Your Nonprofit Digital Marketing

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

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

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

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

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

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

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

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

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

Nonprofit Storytelling Guide

A Devoted Partner in Nonprofit Social Media Marketing & Community Outreach 

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

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

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

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

Adaptability & Growth: Imperative for Nonprofits

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

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

The Power of Social Media Marketing Based in Great Journalism

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

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

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

Attention-Grabbing Storytelling for Charitable Initiatives

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

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

Your Bridge to Nonprofit Social Media Marketing Success

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

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

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

nonprofit storytelling

Amplify Your Nonprofit Storytelling: Expert Communications Strategies for Ultimate Impact

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

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

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

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

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

Nonprofit Storytelling: Amplify Your Message with Strong Communications Tactics

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

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

1. Craft a Clear & Compelling Mission Statement

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

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

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

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

Nonprofit Storytelling Guide

2. Harness the Power of Storytelling

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

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

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

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

3. Visualize Your Mission

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

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

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

4. Master Social Media Strategy

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

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

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

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

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

5. Mobilize Your Community

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

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

6. Cultivate Consistency

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

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

7. Spotlight Your Nonprofit’s Unique Value

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

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

Nonprofit Storytelling That Actually Drives Support

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

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

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

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.