Nonprofit Marketing: A Resource Multiplier
BY ELLIE GUNN
If you work for, lead, or serve on the board of a nonprofit organization, then you know the unending pressure to give every dollar, every idea, every bit of energy to serving more constituents. Trust me, if you don’t feel the pressure, then you’re the one putting it on. With this pressure to “Always. Be. Serving.” marketing is often seen as an ugly line item on the year-end report, an expense of funds that could have otherwise been funneled toward the goods and services you provide. But… stick with me here…
Marketing is not an expense. It is a multiplier of resources.
Luckily, social media sites like Facebook and Instagram and e-mail campaigns like those facilitated by MailChimp can offer low-cost ways to make initial contact with your supporters. But, having a well-designed, up-to-date website that supporters enjoy visiting is like inviting new friends into your home for a chance to get to know you better. The interactions that occur on your website can make all the difference! Here’s how:
1. Tell your authentic story.
A website is the only place on the internet where you get to control the narrative. A website allows you to tell the story of your organization, your history, what unique service you’re providing to the community, and what motivates your team to get up and serve every day.
2. Build TRUST with your donors and funders.
We tell our children not to judge a book by its cover but the truth is, we absolutely judge a business or organization by its website. Being web-savvy is increasingly taken for granted. While it may be subliminal, an up-to-date website tells your audience that you are currently taking the actions you say you are taking to improve your community. It once took me THREE MONTHS to make contact with an organization because of their outdated website. It wasn’t until I happened to catch a flyer for an event they were throwing that I realized they were, in fact, still operating.
3. Competition is fierce.
The internet has made it easier than ever to connect with fans and potential supporters but this ease of access is a two-way street. Our potential donors and volunteers have unparalleled access to information about all of the nonprofits serving the issues they care about. You must be able to tell the public what you do, how you do it, and how they can support you in the most user-friendly format possible. If it takes too long to find the information they’re looking for (or they assume you’re out of business because there’s no possible way this is a website that’s actively maintained) they will close your site and move on to the next one.
4. Increase your impact on the community.
You are providing a unique service to your community that nobody else is more qualified or able to provide and your community deserves to know about it. People need to know that there is a place to turn to for help, that there is a place they can refer their neighbor to for help, and that there is a way that THEY can have an impact in their community – by volunteering with or donating to a cause close to their heart. A website that shares a clear story and uses proper SEO (Search Engine Optimization) techniques helps your community find you.
5. Help your staff help others.
Employees of nonprofits are as notoriously under-served as the populations they serve. They could likely earn more in the corporate sector but they keep showing up every day because they love and respect the work the organization is doing. With a marketing plan that attracts qualified volunteers and committed donors, you can provide your employees with the resources they need and deserve to better serve your beneficiaries.
You can’t offer valuable outputs (food for the hungry, vet care for animals, shelter for homeless veterans) unless you have the necessary inputs (money, time, personnel… money!) And, those inputs are possible because of the support you receive from your individual donors, institutional funders, volunteers, and fans in the community. Allow those supporters to connect with you and watch your resources multiply!
With 20 combined years of service to the nonprofit sector, the staff at New Frame Creative understands your needs. More importantly, we find joy in helping you meet and exceed those needs! We exist, first and foremost, to serve our clients with integrity. Let New Frame Creative help you succeed in your mission today by contacting us here!
“Our website was in desperate need a of a refresh. With New Frame Creative we received a total makeover. Their team demonstrated tremendous creativity, professionalism, and unmatched customer service. We couldn’t be more happy with our new look and are excited for our viewers to have a richer more streamlined experience on our site. A huge thanks to Greg and his team!”
Daniel Watson, Founder & ED of The Restoration House