One of the biggest challenges non-profit marketers have is capturing the attention of donors. Developing a solid non-profit marketing strategy involves analyzing data, deploying compelling storytelling campaigns, and understanding donor psychology. Invigorating your organization’s marketing efforts can feel like a daunting task. Fortunately, we’ve compiled some helpful marketing tips for non-profits to consider.
5 Marketing Tips for Non-Profits That You Should Know
#1 Know Your Audience
You have a better chance of deploying effective marketing campaigns when you understand your audience. The best way to know your audience is to analyze demographic data. Important information like consumer spending habits, household income, age, ethnic and religious backgrounds, and locations can help you tailor your messaging so that it resonates with potential donors.
#2 Connect with Your Donors Through Visual Storytelling
Establishing a connection with donors is essential in effective non-profit marketing. One of the best ways to make a memorable impression on donors is to incorporate visual storytelling into your digital and print campaigns. From video clips of the impact your organization has on a cause to photos depicting the individuals who benefit from donations, storytelling helps humanize the work your non-profit does. Human beings tend to tap into empathy on a deeper level when cause-based work highlights individual stories of improvement and triumph.
#3 Understand Donor Psychology for Maximum Effectiveness
According to Classy.org, understanding donor psychology plays a large role in the effectiveness of fundraising and marketing campaigns for cause-based organizations. In 2021, Classy published a report on psychological trends among donors who contribute to charitable donations in the United States.
This report revealed that more than half of millennial donors make sacrifices in their lifestyle so that they have money to give to cause-based organizations. The report also found that about half of donations coincide with news reports. For instance, when a natural disaster makes national news, contributors make donations shortly after seeing news content. Another key finding from this report was the fact that many contributors perform research on an organization such as its political and religious ties before committing to a donation.
#4 Tailor Communication to Specific Donor Groups
One way that marketers can get a leg up on reaching optimal effectiveness with their campaigns is by tailoring communication to specific types of recipients. Segmenting donors into groups can help tailor communication so that it makes a bigger impact. Some organizations divide their donor groups by demographic data like age or household income while others disseminate content to groups based on donor activity. One common tactic is to provide more frequent communication to contributors who send recurring donations. Recurring donors are perfect candidates for tailored content such as print newsletters and promotional apparel because they are more acquainted with your work. Similarly, welcoming new donors with invitations to events or tailoring content that provides a more introductory view of your cause can help increase their engagement with your organization without overwhelming them.
#5 Utilize Social Media Platforms to Reach More People
Social media is a powerful tool for fostering a sense of community and raising awareness. Each social networking platform tends to have its own culture, too. Text-heavy content that sparks discussion tends to do well on Facebook while infographics and short videos perform well on Instagram. Creating digital content that is appropriate for each specific social media platform is a wise strategy for building your donor base and increasing your organization’s reach.
At Pel Hughes, we offer marketing support to non-profit organizations in and around Louisiana. From print newsletters to direct mail campaigns and cross media marketing, our experts can help your organization reach more donors. To learn more, request a quote online or give our team a call at (504) 486-8646.