The Best Marketing Strategies for Non-profit Organizations (NPO)
NPOs run on tight budgets and it can be tricky to raise awareness for your cause with limited funds. Luckily, there are marketing strategies for NPO that can be implemented to make the most of their pennies.
NPO Funding Programs and Content Marketing Resources
Free Advertising on Google Ads
The Google Ads Grants program donates $10,000 of in-kind advertising to qualified NPOs. Such advertising programs could help create awareness, recruit volunteers, raise donations, etc. Running and managing Google Ads needs some backend tech-savvy. However, with a daily ads budget requirement of $329, along with a cost per click (CPC) max. of $2.00, it will be worth the effort to take some time to learn how to share your story and mission through Google Ads.
Above all, there are certain criteria to meet for the Google Ad Grants Program, such as holding a 501(c)(3) status, having a website with a secured domain name, and detailed & clear information of the NPO. Besides, applicants must agree to certain terms about receiving and using the granted donation. Unfortunately, organizations like hospitals, schools, and government organizations cannot participate. But there is a separate Google program for education.
Promote Your NPO on Facebook
Facebook’s fundraising features for NPO include “donating buttons” and “birthday fundraisers”. In fact, 1.47 billion people are currently using Facebook on daily basis. An NPO page can share your message all over the world, including events and organized activities. Moreover, NPO managers should also consider creating a dedicated group for their loyal supporters, using Facebook’s fundraising tools to collect donations, and allowing their supporters to help raise funds with the “donate button” as well as “Birthday Fundraisers”. Another benefit called “donation transaction reports” is accessible in the reporting features.
If you are wondering if Facebook is the right social platform for your NGO, here are some stats from Non-profits Source:
- 18% of the donors worldwide have donated through Facebook fundraising tools
- 88% say that they are likely to donate again through Facebook fundraising in the future
- 84% of Facebook users shared links to show their support for a good cause and to highlight the issues that are important to them
- Facebook refers 29.4% of their traffic to the donation pages on #GivingTuesday
Blog to Spread the Word
Blogging allows NPOs to share their story in their way. It can be shared and re-shaped easily by supporters. Although NGOs are not companies in a traditional sense, they do want to drive traffic to their websites and raise awareness for their causes and missions. One way to understand consistent blogging is as a free publicity tool that provides opportunities to share information with its audience, who might be potential donors and/or volunteers, or as a way make the NPO an authority over the subject. Another benefit of blogging regularly is that it provides more content for search engines.
In addition, with a blog, NPOs can tell their story, their way, without focusing solely on the organization. Thinking creatively and strategically about ways to share the story from multiple angles. Here are some examples:
- Share milestones
- Post about breaking news related to your NPO
- Promote upcoming or past events
- Share stories of those who are behind the scenes and highlight those who are at the forefront
- Feature stories of supporters who have helped your NPO’s cause
- Embed creative videos
- Share stats in digestible infographics
In short, A blog’s versatility goes beyond a post on your website. It is a powerful leveraging tool to be used on social media, in email campaigns, and monthly newsletters, which can be shared and re-shared by your followers.
Social Media Savvy
As a known fact, social media has the potential to reach supporters across the globe. It is not only a way that the audience prefer but also a great channel for NGO owners to connect with their supporters and engage with them daily. However, to be savvy with the social media of businesses, NPO owners must be selective. Since, with limited funding and volunteer resources, an NPO will first need to cater to its current audience base and audience’s platform of choice. Before diving into additional social platforms recklessly, first take some time to understand each platform, who are using it, and then review how the organization’s resources can be allocated.
In conclusion, do not despair when you have little budget to market for your NPO. There are many ways to conquer this challenge. Just do your research about your targeting audience first and make sure that there is a comprehensive plan align with your mission. Flexibly adjust your strategy and success will appear around the corner.