Did you know that non-profit organizations have a significant failure rate? According to data compiled by the IRS, between 49% to 77% of non-profits fail. Many of these organizations performed important, necessary work that made a real impact on communities, the environment, and other worthy causes. The problem with non-profit failures often lies with marketing. Effective non-profit marketing can make or break an organization. Fortunately, the pros at Pel Hughes have your back. We work with non-profits throughout the United States with print advertising, database services, campaign automation, and cross media marketing.
4 Effective Non-Profit Marketing Tips
Develop a Strong Social Media Presence
Marketers often liken social media pages to real estate. The more robust your digital portfolio is, the more likely you are to reach a broad audience and build a reputation of legitimacy. In the past, a non-profit might have posted to one social platform like Facebook. Today, however, non-profits need to engage on as many platforms as possible. This means an organization should have active accounts on Twitter, Facebook, Instagram, YouTube, and TikTok. Some posts can be automated with software like Hootsuite, which can schedule posts to various platforms in advance as well as manage user engagement across various platforms from a single interface.
While many posts can be automated with technology, it is important to tailor content to specific platforms. Short-form videos are ideal for TikTok and Instagram while informative graphics and short messages are better suited for Twitter and Facebook.
Posting to social media isn’t enough. Non-profits need to prioritize engaging with social media users. Answering questions, retweeting mentions, and sharing helpful information in comments sections helps push posts up higher in algorithms while also making your organization feel accessible and inclusive to potential donors and volunteers.
Personalize Your Messaging to Donors
Your donors are the lifeblood of your organization. Without their contributions, your non-profit cannot make necessary impacts. Donors respond very favorably to personalization. Fortunately, technology makes it possible to personalize both print and digital messaging. For example, Pel Hughes utilizes variable data printing (VDP) to address specific individuals by name on direct mail pieces, letters, and envelopes. We also generate PURLs (personalized URLs) to specific recipients of direct mail and e-mail marketing. PURLs are great for announcing a new fundraiser, celebrating milestones, and inviting individuals to events.
Leverage Data to Your Advantage
With our database services, our non-profit clients can easily sort their donors and volunteers into helpful categories. For example, your donor database can be segmented into top-tier donors, monthly donors, or those who devote ample time to volunteering. Your database can also be organized into segments based on demographic data. Segmenting your audience can help you tailor your marketing messaging for optimal impact while improving personalization.
Automate Your Campaigns
Effective non-profit marketing harnesses the power of technology. Campaign automation can save time and labor while also maintaining consistent outreach to your base of donors and volunteers. A great way to utilize campaign automation is to send e-mail and direct mail containing messages of gratitude and impact after an individual makes a donation or participates in a volunteer event.
Pel Hughes serves non-profits in a variety of sectors including higher education, healthcare, animal welfare, and social causes. Our team of experts can help you develop an effective non-profit marketing plan that meets your needs and your budget. Give us a call at (504) 486-8646 to learn more.