Marketing for a Good Cause: 7 Strategies for Nonprofits. Marketing provides institutions such as non-profits with the exposure needed to gain support. However, it can prove inefficient and costly when undertaken improperly. In the current digital age, nonprofits can employ multiple strategies to effectively communicate with their audience and raise funds.
1. Collaborating With Social Media Influencers
Getting the right social media celeb to support you at the right time can boost your cause in the digital sphere. With influential capabilities similar to conventional celebrities, media and micro influencers enjoy the added advantage of pushing their viewers to action in real time.
Social media influencers, vloggers, gamers, and the likes have a tremendously loyal fan base that they can leverage to raise awareness and donations. They are the stars of public platforms with subscription figures reaching millions.
This immense reach has proved incredibly useful in bringing the focus on social issues and charities close to their heart. From gamers like Pewdiepie and Markiplier to lifestyle bloggers like Zoella; social media has raised millions for charities. Collaborating with influential figures from such platforms can lend support and credibility to your nonprofit in marketing for a good cause.
2. Using Insta Stories
Compelling stories of motivation push people into action while video sharing platforms enable effective sharing of these stories to move audiences.
Instagram is a photo sharing platform, with over 1 billion active monthly users. Using this platform effectively allows a nonprofit global reach to millions of users.
The platform has evolved to include a video sharing feature called “insta stories.” This tool allows for endless possibilities in creating engaging and compelling content to communicate events on a real-time basis. Instagram makes content marketing easier with the use of hashtags, which helps in micro-targeting.
Search what users are sharing that benefits your foundation and link your cause with beautiful images, quotes, and stories.
3. Getting Behind Industry-Specific Tools
YouTube has developed a suite of tools for US registered nonprofits to create fundraising campaigns alongside famous YouTubers. “YouTube Giving” allows nonprofits to collaborate with select YouTubers to gain support from viewers for their cause.
This feature enables not-for-profit organizations to raise donations in real time. YouTube is currently still in the process of expanding this feature to integrate more YouTubers.
4. Using Facebook Strategically
Facebook provides ample opportunity to spread awareness of your nonprofit and generate donations. Nonprofits can spread content through Facebook advertising.
Understanding the demographics and persona prior to targeting your audience helps to advertise successfully and within a budget. Facebook allows this flexibility with Ad Targeting options letting nonprofits speak to target audiences most moved by their cause.
Facebook Donate Now Feature
Facebook provides verified Facebook pages with extra functionality to receive donations through a “Donate Now” feature. This feature collects proceeds on a real-time basis. As long as the organization holds a tax exempt status and agrees to the terms and conditions of the platform, it can be used strategically to be effectively coupled with other marketing efforts.
5. Google Grants for Non-Profits
Advertising on Google gets effective results but is expensive. Google Grants allow nonprofits the chance to advertise on Google for up to $10,000 for free.
Organizations holding a 501(c)(3) status with verified pages and websites are eligible for the grant as long as they agree to the conditions and terms of the program.
To get the best out of this program, keep the keyword selection relevant to your cause or your business to generate traffic, as it does not allow keywords with a Max CPC of over $2.
6. Engaging Through Content
Writing for your audience is a fruitful way to engage your audience and gain support. Grow their interest in your cause; keep it consistent while allowing growth in potential supporters too. Sending a newsletter every two weeks is sufficient to encourage support. Regular emails filled with engaging content provide an inexpensive way to update your followers on the progress and accomplishments of your projects.
Most readers do not donate until they are certain of transparency and have built a relationship with the cause. Setting up auto email responses thanking for donations acknowledges the donators, while follow up emails keep the conversation going, urging audiences to donate again or spread the word.
7. Enable Sharing On Social Media
It is useful for an organization to create specific hash-tags, social walls, and displays in events and projects. This allows volunteers, visitors, and your potential audience to engage with the nonprofit, click pictures, and post them on social media – spreading awareness. This exposes your organization to the connected network of these individuals and markets it for free.
In the age of buzz marketing, non-profits can make the most out of social media tools and networks to market their organization even on a limited budget. Partnership programs and social influencers provide flexibility in generating donations by spreading the word about your cause.
A multilayered content sharing strategy incorporated with these tools can provide you with ease of access to your target audience and the efficient marketing of your good cause.