If you’ve spent any time around the nonprofit sector, you’ve probably heard the term “marketing strategy” used quite a bit. But what is it exactly? And why does it matter so much for your organization? In this guide, I’ll walk through how to create a freelance nonprofit marketing consultant that will help you grow your donor base and build brand loyalty among supporters.
Identify your target audience.
A target audience is a group of people that you want to reach with your marketing message.
Defining your target audience is an important step in creating a successful nonprofit marketing strategy because it allows you to focus on messaging that will be most effective for them. You may have more than one target audience for different programs or initiatives within your organization, but it’s best to start by defining just one group of people who need help from your organization.
Once you’ve identified them, try answering these questions:
- How old are they? Do they live in a particular city or state? What race or ethnicity do they identify as (for example, African American)? Are there any other factors (like gender) that might influence how likely someone would be interested in learning about our services?
Set clear goals.
Before you begin, it’s important to have a clear idea of what your goals are. If you don’t know what success looks like to you, it will be difficult to measure whether or not your marketing efforts are working.
For example: If one of your fitness goals is to run an ultramarathon, then setting up a blog with tips on how runners can train for this kind of event might not be the best use of time and resources–especially if there’s no way that running an ultramarathon is even remotely possible within three months (or ever). Instead, focus on smaller steps that will help get closer toward achieving that ultimate goal by setting more realistic milestones along the way. For example: “I want my Instagram account with 10 followers in three months.” Or maybe something like this:”I want my Instagram account with 100 followers by six months.”
Research the competition.
To research the competition, you need to know who they are and what they’re doing.
Take a look at their website and social media accounts. What do they post? How often do they post it? Is there a pattern to their content or is it random and disorganized? Do their visuals match up with the message of their words–or do they contradict each other (and if so, how)? Are there any opportunities for collaboration or partnerships that might benefit both parties involved in such an arrangement (and if so, how could this be achieved)?
It’s also important to notice what isn’t being said or shown as much as what is: if one nonprofit organization has been posting about something for months but another has only shared about it once within that same period of time, then chances are high that topic wasn’t very important during those months either!
Plan content marketing strategies.
Content marketing is the use of content to attract and retain customers. Content marketing can be used to attract new donors, raise awareness, and increase donations.
Content marketing strategies should be planned out in advance so you know what type of content you’re going to create and how often it will be published.
Define your value proposition.
A value proposition is your organization’s unique selling proposition (USP). It’s the reason why people should choose you over other nonprofits, and it helps you clearly communicate who you are and what makes your organization special. The best nonprofit marketing strategies start with a clear definition of what makes an organization unique:
The [organization] provides services no one else does, in a way that’s better than anyone else.
To create a value proposition:
- Identify the most important values or characteristics of your nonprofit organization. For example: “When we help people with their taxes, we do it for free.” Or “We provide access to legal services regardless of income level.”
- Next, brainstorm how those values could be translated into benefits for potential donors or clients–that is, how will those values translate into action? For example: “Our tax preparation service provides low-income individuals with free assistance preparing their tax returns so they don’t have to pay someone else to do it.”
Create a compelling story.
A compelling story is one that has a clear beginning, middle and end. It also has characters who are relatable and real.
A nonprofit marketing strategy should be built around your organization’s most compelling story–the one that tells your organization’s unique value proposition in the clearest way possible.
To create a compelling story:
- Define what makes your nonprofit unique and special compared to other nonprofits in your field or area of focus.* Come up with three or four key messages that represent the essence of what makes you different from other organizations.* Think about how these messages can be conveyed visually through images, videos or graphics so they’re easy for people who aren’t familiar with what you do (or don’t know much about nonprofits)
Choose the right channels to market with.
Now that you know your target audience and have a solid understanding of the problem, it’s time to decide which marketing channels are best for your nonprofit. Social media can be an effective way to reach people in a large audience, but it also requires a significant amount of time and effort. Email marketing allows you to target specific groups of people based on their interests or location, but it may not reach as many people as social media does. Content marketing helps build trust with prospects by educating them about your cause before asking for donations or other types of support–and this type of content doesn’t need to cost anything at all! Events are another great way to connect with potential donors face-to-face; however, they require planning ahead (and sometimes money). Print marketing lends itself well toward spreading awareness about specific issues because printed materials tend to last longer than digital ones do
Having a strong donor retention strategy is critical to having a successful nonprofit, which is why it’s important to develop one that aligns with your organization’s unique needs and goals
Nonprofit organizations are driven by the mission and vision of their leadership, but they also rely on donors to provide the financial support for them to carry out those missions. As such, donor retention is critical to having a successful nonprofit organization.
Having a strong donor retention strategy is essential for any nonprofit looking to raise money from its existing donors, who make up 80 percent of your organization’s revenue according to Charity Navigator. Having a strategy that aligns with your organization’s unique needs and goals will help you retain these loyal supporters so they can continue giving throughout their lifetime. A well-thought out plan can help keep donors engaged with your cause while also making them feel good about their contributions–which in turn encourages continued giving over time!
Conclusion
We hope this guide has helped you to understand how to develop a winning nonprofit marketing communications consultant. It’s important to remember that there is no one-size-fits-all solution for everyone, but at the end of the day it all comes down to understanding your audience and what they need from you as an organization.
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