Goals of nonprofit marketing
- Raising donations and recurring gifts
- Recruiting volunteers and members
- Building awareness and changing attitudes or behavior
- Supporting advocacy and campaigns
- Reporting impact to build trust
Effective channels
- Storytelling: real stories of the people or causes you help, in text, photos and video.
- Email: updates and appeals to supporters, the backbone of most fundraising.
- Social media: sharing stories and mobilizing supporters.
- SEO and content: ranking for the topics your cause works on.
- Google Ad Grants: eligible nonprofits can get up to 10,000 US dollars a month of free search advertising from Google.
Tips
- Show impact concretely: what a donation achieves.
- Make donating easy on mobile, with suggested amounts and a recurring option.
- Thank supporters quickly, and report back on results.