While marketing is a process often associated with for-profit businesses, it’s just as important for non-profit organizations. Marketing in non-profit environment promotes the organization’s message, increases brand awareness, and helps rally supporters around a cause.
One form of marketing that is effective and accessible for non-profits is content marketing. Traditional marketing tools like TV ads, direct mail or telemarketing can be expensive and can fall short when delivering a compelling message.
With valuable content, shared across multiple channels, you can generate engagement with your target audience, create relationships and compel people to take action. As a result content marketing can help your organization increase its reach and boost fundraising efforts.
Here are several key things to remember when it comes to a non-profit's content marketing strategy:
- Keep the blog updated to maintain a steady flow of traffic to your website and landing pages.
- Determine whether your audience can be categorized into different follower profiles, so you can deliver meaningful messages to different types of supporters.
- Have calls to action in your e-mails and other communication channels to let users quickly transition from idea to action.
- Create and maintain a diligent newsletter schedule to keep your organization, its mission, and its need for support throughout the year.
- Utilize visual storytelling in your email and social media channels to create emotional connections and compel supporters to take further action.
Less than 25% of non-profit organizations with a content marketing plan had it actually documented. Subsequently, organizations that who documented their process along the way had more success with their execution and generated more fruitful results. Devise a plan, write it out, and share it within the organization to keep everyone on the team focused on the same goals.
Content marketing can definitely be a powerful tool for a non-profit organization. A well executed strategy can play a huge role in establishing lasting relationships with current supporters, and it fuels your organization’s ability to reach new donors and fundraisers. With these best practices in hand, you will be able to push your non-profit's growth to new heights.