By Anna Ribas, on 1 March 2023
Marketing is not something that only companies use. If you are a nonprofit organization, the set of techniques that this discipline encompasses will be of great help, both to attract more volunteers and donations, and to promote the message of your organization so that it reaches more people. Nonprofit marketing is a slightly different type of marketing, so in this article, we’ll take a look at how it works.
What Is Nonprofit Marketing?
Nonprofit marketing refers to the strategies that nonprofit organizations employ to raise funds and get out their messaging. Many of the techniques used in this type of marketing are the same as those used by for profit brands, but sometimes they differ, since the target audience of NGOs is donors and volunteers, whereas for brands it is customers. Nonprofits also have different challenges. Nonprofit marketing has to convince the public to donate their money without receiving anything in return, unlike traditional companies.
The objectives of nonprofit marketing are, therefore:
To promote a concrete social and political change
To encourage more and more volunteers to participate in the organization
To make the organization, its message, and its values known to the general public
To increase fundraising and membership in order to achieve its goals.
How Nonprofit Marketing Works
Nonprofit marketing can be present in all the platforms that currently exist, the key is to choose which one or ones are the most useful depending on the audience you want to reach (online ads, social networks, SEO positioning, email marketing, events, offline advertising, etc.). However, organizations are usually a bit limited compared to companies because they have a more modest budget. That said, there are a lot of free channels with a large reach, so it is easier for a small organization to make itself known.
The beginning stages of designing a nonprofit marketing strategy are practically the same as any marketing strategy for any company. You must determine your ideal donor profile, what is the target audience you want to reach, and what specific objectives you want to achieve.
Examples of Nonprofit Marketing
Events: they usually feature the presence of a well-known personality or personalities to encourage public attendance. Donations are usually encouraged or the entire entrance fee is donated to the organization.
Fundraising with brands: many companies partner with nonprofits and encourage their customers to donate to the organization.
Percentage of the product: the packaging of many products informs that a portion of the sales will go to a charitable cause.
Fundraising platforms: the famous online crowdfunding platforms have become widely used nowadays. They are especially useful for small organizations in need of funding.