Nonprofit organizations need to implement marketing programs that do something much different than generate revenue and churn our profits.
They need to attract donors that devote both time and money to power the engine that drives their nonprofit missions.
Traditional marketing initiatives, such as buying spots on radio and television, no longer fulfill the marketing requirements of most nonprofits. Instead, nonprofit organizations must turn to digital marketing strategies that include the rapidly growing and highly effective digital marketing strategy called content marketing.
A recent study released by the Content Marketing Institute shows “92 percent of nonprofit professionals use content marketing. Ninety-one percent use Facebook to distribute content, and 65 percent are producing more content than they were one year ago.” The question is not whether content marketing works. The question is, what content marketing strategies motivate potential donors and volunteers to join your nonprofit’s cause?
Here are 6 Proven Content Strategies for Your Nonprofit:
Every online marketing strategy has a first step, and content marketing is not any different. Start your content marketing campaign by creating a blog either on the nonprofit website or a third party blog hosting platform. A blog promotes the activities of your nonprofit to potential donors and volunteers. Highlight past and future events, especially the events that receive widespread media coverage. Moreover, make sure to follow a blog calendar to ensure you attract and retain a loyal following.
Storytelling Captivates Your Audience
Whether on a web page or via your nonprofit blog, integrate poignant stories into the content. Explain how your nonprofit has improved the lives of people directly affected by your mission. Stories do a much better job of captivating your audience than simply presenting dry data. Follow the storytelling model created by organizations such as United Way to see how you can combine stories and your nonprofit purpose into a powerful content marketing tool.
A Picture is Worth a Thousand Words
Well, in this case, a visual is worth more than a thousand words. Creating a short video that displays your nonprofit in action motivates potential donors and volunteers to take action. Colorful visuals on your website prompt strong emotional reactions that form a lasting impression. According to Tweet this Stat!, researchers discovered colored visuals increase a website visitor’s willingness to read an article or blog post by 80%.
You’ve Got Mail
We’re not talking about the typical email message that reminds donors and volunteers about an upcoming event. No, we’re talking about email newsletters that potential donors and volunteers sign up to receive. By offering a free e-book or other product that doesn’t set your organization back financially, you build an audience for promoting your efforts through a monthly newsletter. Email is one of the most cost-effective content marketing strategies for nonprofit organizations.
The Power of Google
Google Analytics helps nonprofits discover how and when website visitors interact with your content. The free content marketing tool allows you to gather accurate information that helps you fine tune your online message. Over a short period, your nonprofit should learn how the organization can enhance its content marketing program.
Social Media Communication
What was once the way to keep up with friends and family members has morphed into a highly effective content marketing strategy for nonprofits. Social media networks such as Facebook and Instagram offers your nonprofit the ideal platform to upload videos and blog posts that showcase your organization. The social media network that you use for content marketing depends on the demographic profile of the donors and volunteers you want to reach.
Make content marketing an integral part of your marketing program and watch awareness of your organization’s mission soar.
On – 10 Mar, 2017 By Don Potochny