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Ask the Experts: Nonprofit Marketing

In the age of social media and digital connectedness, it would seem that reaching your audience would be easier than ever. But in actuality, the amount of content and information can be overwhelming, making it difficult to stand out and break through the noise.  For nonprofits, this means that you may need to find new ways to reach and activate volunteers, donors, and supporters.

We asked these nonprofit experts for their communications expertise in how they’ll be marketing their organization and their story differently in 2018, and how they’ll deal with the increasing worthy causes out there.


 

“Any organization needs to make sure they have ongoing fresh, engaging content to help stand out from the other causes and to maintain relevance. It’s imperative to understand who your unique donors/potential donors are. Think: why are donors giving to YOU and not a different philanthropy? From there, make sure you are communicating with them, in a targeted fashion, considering where they are and how they want–be it social media, YouTube, email, or direct mail. Audience insights can be gathered from a slew of reporting tools to help drive this strategy! Lastly, make sure the website is following search engine best practices, mainly making sure it’s mobile friendly, to ensure users can find you easily and this will also help you stand out from competing charities.”

Zach Morris
Special Funding Manager, Extramural Research
American Cancer Society

 

“Donors today are smarter and more engaged than ever before. People want to see where their money is going, and see the impact that it is having. In today’s digital age, we are able to engage with our donors through digital storytelling in a way that we never have before. We can livestream community forums and panels on Facebook, host digital town hall events where we can respond in real time to comments and questions submitted through social media, and provide a level of engagement with our constituents that simply didn’t exist a decade ago. Instead of reading about the work we are doing in a newsletter, donors are able to witness firsthand where their dollars are going with just the click of a button.”

Chelsea Mottern
Deputy Director for Grant Administration
Equality California

 

“Storytelling continues to be a driving force in engagement across our platforms. In 2018, we will continue this format coupled with original content that is meaningful, informative and video-based. We are also looking at ways to leverage Instagram Stories to boost brand awareness and post engagement.” 

Stephanie Bours
Digital, Social Media and Content Manager
Stand Up to Cancer

 

As far as dealing with increasing worthy causes it’s simple, really: we believe in our mission and the life-changing power of our programming. Kesem is a place where children feel safe, loved, and respected. Now, more than ever, that’s something worth fighting for. On a personal level, I don’t subscribe to the scarcity mentality that so many nonprofits have. There is more than enough good to go around and, as the old adage goes, “a rising tide lifts all boats.” If other nonprofits are successful in their support efforts, we can learn from them. If people are giving to other nonprofits, it shows that the the culture of philanthropy is alive and well and we are going to benefit, too!”

Jess Ryan
Director of Alumni Relations
Camp Kesem

 

“As giving from the American public continues to decline, clearing time to focus on major and leadership gifts will grow in importance as this segment sees vast growth in the coming years. To effectively operate in this environment, nonprofits will need to invest in staff capable of high level relationship building and simultaneously invest in new technologies to streamline annual giving and other mass engagement vehicles.”

Farrah Azizi
Private Philanthropy Advisor
Give Great Group

 

“As an organization, we are placing a stronger emphasis on storytelling in order to deepen the connection between our network of supporters and the nonprofit’s work.  To accomplish this, program and marketing staff are joining forces to proactively gather stories about students and the impact programming is having on their lives, then highlighting these compelling narratives through videos and written content paired with photos shared via digital marketing channels so that supporters can truly connect with the nonprofit’s mission and programming on a more personal level.”

Abbie Sauter
Development Manager
Wasatch Adaptive Sports

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