5 Ways Nonprofits Can Retool Marketing Efforts

This blog post was updated on October 11, 2024 to reflect new trends and guidance on digital marketing and fundraising for nonprofit organizations. 

Since the pandemic began in 2020, businesses of all sizes have had to evolve and get more creative with their marketing efforts. More options are now available for virtual and hybrid events, online fundraising, and fostering relationships outside of the conventional in-person event. Let's look at how nonprofits and member organizations continue to retool,  stay ahead of the curve, and keep their operation efficient and modern. 

1. Cultivating Content 

Building your online presence by blogging and producing content continues to be one of the best ways to position your organization as a thought leader, and stay top-of-mind.  Hire someone to write social posts and LinkedIn articles on behalf of your leadership team, and keep working your social and content calendars. Show your supporters how you continue to fulfill your organization's mission and why they should continue to support it.

2. Foster Relationships

Foster relationships with your members/donors – let them know what you’re working on and what your plans are for next year. If your members pay annual dues, provide compelling reasons to renew membership (such as an interactive tool, or a helpful guide/publication). 

Regular updates will keep your supporters engaged and remind them why they support your organization. Create email campaigns targeting specific groups in your subscriber list. Build new relationships by using social media to tell a story about your work and your values. 

3. Explore Google Grants 

Don’t assume that you should stop fundraising or advertising – people may have more discretionary income, since they can’t travel/dine out as they usually would. Consider allocating some budget to Google Ads – and if your nonprofit falls into one of the categories eligible for a Google Ads grant, you may be able to advertise for free.

4. Virtual Events 

The annual charity golf outing may be back to stay, but that doesn't mean virtual events no longer have their place. If the pandemic taught us anything, it's that people appreciate having a choice in how they show up. Present opportunities for your teams and supporters to fundraise and interact with donors. Zoom fundraising calls have exploded as a way to connect like-minded people who can make in-platform donations to verified nonprofit organizations.

When planning a virtual event, think about how you’ll approach marketing. You may need email campaigns for sharing information leading up to the event, and follow-up emails to gather insights from participants. Don’t forget to reach out to people who registered, but didn’t attend!

Make sure you have the right setup for a successful event. Create a dedicated microsite or landing page for event registration and information. Connect registration forms to your email marketing platform, so participants are automatically added to your contact list. Choose a streaming platform your team is comfortable using, and arrange training for anyone responsible for the tech aspects of the online event.

Be prepared for post-event website visits by making relevant information easy to find on your website or dedicated microsite. 

5. Go Mobile

With mobile usage growing every day, it’s important for organizations to have websites and donation platforms that work on a variety of mobile devices. Prioritize responsive design and the user experience to better engage site visitors.

Nonprofit organizations will need to continue adapting to new societal norms. Optimizing your digital presence, fine-tuning your communication methods, and creating virtual events can help your nonprofit continue its mission into next year and beyond.