Ngo Marketing Strategy Example – Emily Friedrichs is director of communications and content marketing at Elevation, a nonprofit digital services agency. He has worked as a volunteer and activist for organizations dealing with human rights, poverty eradication, non-violence and cultural exchange. Emily has taught in poor communities in New York and Buenos Aires. Her interests are community building and behavioral psychology, and she is excited to work at their intersection in nonprofit technology.
An intimate knowledge of your nonprofit organization is the foundation of your communications strategy. It’s the foundation on which you can define your organization’s mission and share the inspiring stories of those you’ve helped. But when your posts only frame the trees and forget to show the forest, broader knowledge gets in the way.
Ngo Marketing Strategy Example
Being a supporter is a process, and not everyone is at the same place in that process. Your communication needs to provide information about your organization to people who know little about it. On the other hand, long-term supporters will want to know your future plans and how they can be a part of it. How can you reach out to more curious people than engage and deepen relationships with your most dedicated community members?
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Enter the Nonprofit Marketing Strategy: A valuable example of seeing the different levels of your audience and where they’re going. Top donors are your biggest audience, but they’re also the people who don’t know much about your nonprofit. At this stage you should put your name first to get familiar with your organization.
Not everyone will make it to the next stage, but for those who do, you want to focus on who they are and how you reached them. As the relationship grows, you will learn their preferred communication methods, and how to organize campaigns to reach your audience more, with more interaction. Ultimately, everything you learn about your audience can help them become the best advocates they can be.
Putting each marketing effort in the context of the funnel gives it a holistic view. For example, you might think about what comes and goes behind a particular email marketing campaign, such as “How did people get here? What do we expect?” There is more to their interaction with you than just “click here,” “subscribe here,” or “give here.”
If you have too many businesses that can sometimes feel disjointed, a donor exercise is a great way to bring them together. Putting each effort where it’s going helps you predict conversion rates, drop-off percentages, and tools to answer questions like, “Do we have a healthy volunteer community? Community involvement? The recruitment pool?”
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When thinking about how to get people off the ground, focus on people who are ready to move and who are ready to carry out your mission. Not everyone can support every cause, there are many good ones! Since we can’t connect with everyone, we want to focus on how we grow and connect well with people who really care about our cause.
What tells you people are ready to move? Cooperation and interest. Look at what people are meeting to understand where they stand. Think about who each piece of content is talking to. Look at things like how long they spend with content and how often they come back. For human service organizations, remember that your sponsor funnel may be different from the people you serve, but it will overlap.
Everyone’s structure will be a little different, but it’s a helpful exercise to map out your current activities in the funnel. Talking to people in different situations is how you really build trust. Confidence makes your business and your efforts more successful in the long run. For more great ideas for building trust with your audience, ask for help with your nonprofit marketing strategy!
We value relationships and are proud to connect nonprofit organizations to our network, and we hope this will help increase the success and effectiveness of nonprofits. We are proud to partner with Elevation, a full-service digital agency designed for nonprofits and the public sector.
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We love to offer work from our friends in the nonprofit industry! Want to be a guest writer on our blog? Marketing@!Creating a marketing strategy for your nonprofit is often a daunting task, especially when team members responsible for marketing or communications are busy with social media, email newsletters , and website updates.
But taking the time to develop a marketing communications strategy with clear goals and objectives is important.
In this guide, we present a nonprofit marketing strategy framework that is used to help nonprofit leaders navigate the planning process. We’ll also share a downloadable template that you can use to simplify your planning process.
If you’re a nonprofit marketing leader, you may have to convince other members of your leadership team that it’s worth taking the time to develop a marketing strategy.
How To Create Your First Nonprofit Marketing Strategy [template]
Or maybe you’ve been asked to lead the creation of a marketing strategy and you’re not sure where to start.
Before we get into the process, let’s take a look at why a marketing or communications strategy can be a powerful tool for your organization.
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It’s confusing here. This is reflected in job titles for nonprofit employees with marketing or communications responsibilities. It is also reflected in what we call the function described in this article, which can produce:
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In fact, marketing and communication go hand in hand. In order to be successful, you have to think about and find out the needs of the audience
Opinions on this will vary. In our consulting work, we consider communication as an important part of a complete marketing plan. If it wasn’t so long and annoying, this article would be about it
David Williamson of Barnooth & Williamson has a helpful article on the topic of Nonprofit Marketing vs. Communications. You can find the PDF at this link.
The diagram below presents our current thoughts on the elements involved in marketing communications design and how they relate to each other. We’ll go over each of these below, and you can find a place for each section in the free marketing plan template available for download on this page .
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This plan is not set in stone. At least every few months, something is added or fixed. But maybe 80% of it.
We start in the big blue box on the left by filling in your organization’s mission, vision and idea of change. Hopefully these statements already exist—perhaps in your organization’s founding documents or in the organization’s most recent strategic plan.
If these starting points are not clearly defined, your organization may need some advanced planning, and creating a solid marketing strategy tied to the organization’s goals will be difficult.
As we mentioned above, marketing starts with knowing your audience. Your nonprofit organization may have different audiences that the organization wants to market to and communicate with. For example, audiences may include:
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Ideally you can use other feedback events to narrow the list of potential audience members down to 2 or 3 audience members. Once you’ve defined this broad audience, you can use it to move on to the next stage of planning.
You want members of the audience defined above to engage with your organization.
The primary action will be for the audience to provide financial support by making an initial donation or increasing their giving.
Step 4 ties steps 2 and 3 together by creating messages that can be used when speaking to audience members. These messages will encourage them to take action directed at the above.
How To Write A Nonprofit Business Plan → Human Resources In A Nonprofit Business Plan
In the above example, you want to develop messages that start from the perspective of your philanthropic audience and help them understand how giving financial support to your organization can help them to join your news site.
Next, we need to pause and think about which communication methods to prioritize in your marketing plan. The most important thing here is to understand what members of your audience “buy in”.
For example, for an organization involved in advocacy at the federal level, legislators and journalists will be important audiences. In turn, this can lead you to Twitter and a more effective media relations program than Facebook or content marketing.
At this stage it is often useful to do a link audit to check what channels your organization has already established.
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Before we move on to setting goals, we need to assess what resources are available to you and your team. It’s best to think about this in three stages:
Finally, after mapping out your audience, actions, channels, and structure, it’s time to create goals and create more.