Your first step for nonprofit marketing will be a giant step for increasing your donations. What is that first crucial step you need to take?
One Small Step For Marketing – One Giant Step for Increasing Donations
You must research everything there is to know about your constituents. During this phase, you will define your perfect donor’s profile and get to know their passions.
Best places to start are LinkedIn, Google and Facebook groups and Twitter chats. Pay attention to their causes, desires and what they are most passionate about.
If you do your research well, you will reap the benefits in building a solid relationship and knowing how to attract your ideal donor. More importantly, you will learn how that person thinks, feels and donates. Knowing your audience makes it a whole lot easier to create content they want and need.
Your research will help you get more clicks, opt-ins, social media shares and improved search engine rankings, leading to more donations.
Best Practices for Getting Started with Nonprofit Marketing
Once you know your constituent, you will create content that fulfills their needs and provides value. In order to do this, you will need to join the community that they are part of. Best way to do this is to participate in forums, websites, blogs and social media channels where they hang out. Be generous, answer questions and don’t even think about promoting your nonprofit during these interactions.
Try to take the perspective of your audience when contributing to these discussions. At first, you will need to become a voyeur and eavesdrop on their conversations. Not only will you find out about their problems, but you will also learn about other nonprofits and what they think about them.
Eventually, you will be using the insight that you have gained to create content that speaks their language. This is how your content will resonate with their unique needs.
To get better at this, you will need to make it an ongoing process that you will refine over time. You can use your market research to brainstorm nonprofit marketing ideas and create better content.
Study Other Nonprofits
Study other successful nonprofits, they hold the key to what works. Pay close attention to how they are promoting their mission.
- Content they are publishing
- Social media strategy
- SEO strategy
- Best selling points
Researching other nonprofits is an ongoing activity. You will want to regularly keep up with what they are doing. The best way to do this is to set up a system. You could create spreadsheets and track all the critical information. You could also bookmark your searches, and keep up with RSS feeds and alerts.
Set aside time every month to revisit other nonprofits and monitor what has changed. Insider intelligence can provide you with the cutting edge to succeed where they might fail.
Your Takeaway Tip
Now that you know everything there is to know about your constituent and you are thoroughly familiar with other nonprofits, you are ready to take control of your content. By continually gathering data, you will acquire a keen eye for coming up with just the right content to convert your audience into donors and achieve your goals.
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