Nonprofit organizations have long depended on content marketing techniques such as direct mail, flyers, annual reports and calendars to tell their stories with compelling images and calls to action. Online content marketing uses digital technology to help nonprofit organizations meet their goals to grow their donor base, enhance their public profile, and increase their donations and support.
- online giving accounted for 6.4% of all charitable giving in 2013
- more than 60% surveyed liked when nonprofits shared stories about successful projects or the people they help
- 67% of people who like a nonprofit’s Facebook page say they do so because they want their friends to know they support the organization.
Low-Cost, Highly Effective Online Content Marketing Strategies for NonProfits:
1. Develop a social media presence:
Social media is inexpensive, but it is not free: time and people are required to develop and manage a social media presence. For nonprofits, people and time can be donated in support of the organization's goals. Social media is a highly visible yet cost effective way for nonprofits to recognize, thank and engage their supporters. Donors can be thanked and their stories told via Facebook and Twitter. Webinars and events can be promoted and publicized via Google Plus. Success stories can be shared on YouTube or Instagram. Real stories, told in real time make social media marketing ideal for nonprofits.
2. Email marketing and newsletters direct to your supporter's inbox:
Email marketing is direct communication with your supporters who may not be on social media. Many nonprofit supporters may not have personal social media accounts, but today nearly everyone has a personal email account. Incorporate social media into your emails so your supporters can forward and share their support of your cause.
3. Create images and videos to show your story:
Not many of us have the time to sit down and read an annual report or a 4-page glossy brochure from cover to cover. But most of us will take the time to watch a 30 second or 2 minute video on a cause we care about. Not only do videos get more clicks than other types of marketing content, but viewers retain 58% of what they see, but only 10% of what they read. Free videos can be made using Vine or your iPhone, or a professional video can be produced by a PR firm at a reasonable cost thanks to the latest video editing tools. NonProfits can benefit from YouTube's Nonprofit Program which supports fundraising, and Google Ad Grants, an online advertising tool.
4. A blog shares stories that your supporters care about:
Your nonprofit cause has supporters, donors, volunteers and staff who want to stay informed on what's going on. Your blog content can share facts and statistics, events and fundraisers, donors and recipients, new staff and volunteers, new videos and campaigns, newspaper articles and legal updates: any information your audience might be interested in. Your blog can be the fastest, most efficient way for your nonprofit to get your stories told. You can promote your blog through emails, social media, direct mail, flyers and billboards.
Online content marketing is an efficient and cost-effective strategy to share relevant information with your audience, and encourage them to take action to support your cause.
For More Information on Marketing for NonProfits
HootSuite: 5 Social Media Tips that will Increase Your Donations
Moz: Online Marketing TIps for Nonprofits