How Nonprofits Can Improve Marketing Efforts In 2018

It is a constant challenge to find new ways of reaching volunteers and donor prospects in the nonprofit marketplace. Many nonprofits struggle to grasp the attention of your organization’s prospects making it hard to break even.

However, your organization’s marketing strategies and execution of those strategies could be the big difference that sustains it or not. To remain standing even in the midst of all other nonprofits, your organization needs to create a following and grow brand champions to represent your cause.

As we start 2018, here are a few cost-effective marketing ideas that can help your nonprofit build a following and pull in new volunteer/donor prospects.

Utilize your Nonprofits existing database

Your nonprofit can leverage existing volunteer and donor data to find out relationship patterns that it can use to target similar prospects. Understanding as much as you can about your organization’s volunteers and donors can help improve campaign success.

You can use volunteer and donor data to:

  • Understand lead sources that have been successful
  • Identify point of contact for leads and maximize process for success
  • Create personas based on the data you have
  • Segment your database for targeted direct marketing


Develop more segmented and personalized email campaigns

Take time to examine and segment your nonprofits email lists. Doing this increases open rates, clicks and lessens the number of unsubscribes. Segmenting your email lists can also bring about a more personalized experience for your target prospects. People love personalized emails and are more prone to open them and read what you have to offer. Research proves that personalized emails receive about 41 percent higher click-through rates and about 29 percent open rates.

Now that you know how great segmenting your email list can make your marketing campaign, below are some tricks to segmenting your lists for a better campaign result.

  • Utilize surveys to ask your audience how often they want to hear from you and then segment by communication preference.
  • Segment by donation or volunteer patterns
  • Create a campaign to segment leads that have gone cold or still under your radar
  • Segment by content with high click rates based on specific web visit patterns ( You can use Google Analytics to get these metrics)
  • Segment by the engagement (clicks, opens) of email campaigns
  • Segment by prospect gender and location – localizing email content can improve engagement.

Take a chance with Google Grants

How would you like to receive grant money in-kind to invest into your organization’s advertising efforts? With Google Grants, qualified nonprofits can get up to $10,000 a month in Google AdWords spend, great news right?

Of course your nonprofit can use this additional advertising allocation to bid on keywords your prospects are searching for, and put your organizations website link at the top of search engine results pages. If using Google Grants as a marketing avenue appeals to you, ensure that your nonprofit possesses the structure and expertise to properly utilize the Google AdWords spend.

To be eligible for Google Grants, your nonprofit must meet these requirements:

  • Hold a valid charity status
  • Agree to the terms and conditions, certifications and donation receipt of Google
  • Have a live and updated website

Have a budget for paid social media ads

Social media has been proven as a great resource for fundraising and networking, no wonder every nonprofit has a social media presence. However, it is not just enough to be present; you should invest a little money in paid social media ads to reach new prospects regardless of distance.

You can create targeted ads based on your prospects demographic and even localize ad posts to have the most reach within a specific community or country.

Social media ads can be great for market research while increasing your organization’s traffic and leads quickly. What’s more, you can even boost your organization’s top performing organic content to reach even more prospects. The benefits are indeed numerous.

But before you invest in social media ads, review your metrics on Google Analytics to determine which social media platform/profiles are bringing in the highest conversion rates. If your nonprofit is not tracking conversions, you can set up goals in your analytics profile.

Use the ‘Donate’ button on your Facebook Profile

Facebook has released a feature to allow nonprofit organizations add a “donate” button to their organizations profiles – good news! Add this call-to-action to your nonprofits page to drive in new donors for your organization. It takes just a simple process to apply for this feature and a few requirements that you must meet to be eligible too.

Bottom-line: Pulling in and keeping prospects for your nonprofit organization is possible in 2018. The process may take some time and lots of effort, but when you focus on strategic marketing like the ones listed in this article, you can see great results that will make it all worth it.

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