Non-profit organizations face unique challenges, especially during tough and uncertain economic times. Non-profit marketing is an essential component for developing the donor relationships required to keep doing the work to which communities benefit. Although non-profits operate with very constrained budgets and rely heavily on the work of volunteers, it is possible to develop an effective and robust marketing strategy.  Following are five helpful non-profit marketing dos and don’ts to help you put your best foot forward with donors.

5 Dos and Don’ts of Non-Profit Marketing

Do: Use Cross Media Marketing 

Cross media marketing involves utilizing both digital and print marketing. A well-rounded cross media marketing strategy can look like maintaining a blog and website with plenty of original copy, keeping active social media accounts on the most popular platforms, and utilizing print marketing such as direct mail campaigns, pamphlets, and local advertising in affordable regional publications. Effective cross media marketing also involves harnessing the power of technology to maintain donor databases, segment audiences for certain marketing materials, and utilizing campaign automation or retargeting software to cut costs and increase efficiency. 

Don’t: Ignore Younger Generations of Potential Donors 

Often times, non-profit organizations overlook younger generations of potential donors. With widespread social media use, younger people are more aware and interested in social causes than ever before. Leaving younger demographics out of non-profit messaging could be a costly mistake. We recommend segmenting your audience and developing messaging that appeals to younger groups of people—particularly Gen Z. 

Do: Increase Personalized Messaging 

Personalized messaging is just as important in the non-profit world as it is for for-profit corporations. People are inundated with brand and organization messaging on a daily basis. When messaging is personalized, people are far more likely to take notice. Personalization in print and digital marketing is a critical component of effective donor outreach. 

Don’t: Solicit for Donations Too Frequently  

Soliciting donations too frequently can be very off-putting to donors and volunteers. Frequent solicitations can make donors feel overwhelmed or worse—unappreciated. It is important to ask for donations on a consistent but mindful basis. The frequency can look different for every organization, so it’s important for your marketing team to develop a strategy that works for your bottom line without compromising the support your organization needs to serve your community. 

Do: Develop a Consistent Brand Image 

The concept of “branding” may seem very corporate, but it is an important (and sometimes, overlooked) component of effective non-profit marketing. A clear brand identity and voice help set your organization apart from those with similar missions. Your logo should be consistent across all digital and print channels and your copy for blogs, social media posts, e-mail blasts, and mail campaigns should be cohesive. 

We recommend developing a branding guide accessible to all employees and volunteers who contribute to marketing. This branding guide should contain helpful information on your mission, preferred terminology, and access to branded images like banner photos and logos. Campaign automation for e-mail and direct mail is especially helpful for maintaining a clear brand identity. 

Pel Hughes is a full-service printing company that works with several non-profit organizations in Louisiana and beyond. We offer direct mail, retargeting, campaign automation, database services, graphic design, and cross media marketing. Call us today at (504) 486-8646 to launch your next project.