No matter what your field of engagement in a non-profit organization is, you need to focus on achieving your goals.
However, to achieve your goals, getting enough funds from donors is vital. But how can you attract major donors’ attention and be their go-to organization? The answer is simple: marketing! Taking that into consideration, you should create a comprehensive plan for your organization. How?
1. Determine your goals
Do you currently have active donors who are supporting your work? If so, is your goal to retain them or attract new ones, or even both?! To know what your plan is and where you should aim your resources, you should set clear goals for your organizational growth.
Even though you may think that gaining more Facebook likes or Instagram followers is an okay goal, it’s not! Your goal should be Specific, Measurable, Attainable, Reachable, and Time-bound, which will make it easier for you to know when you’ve achieved it! Therefore, gaining 10 more one-time donors in the next month is how your goal should look like. Such clear determination can help you aim your strategy in the right direction.
2. Do the SWOT analysis
One of the greatest ways to find where you stand compared to other non-profit organizations is by doing the SWOT analysis. It consists of the Strengths and Weaknesses of your organization, as well as the Opportunities and Threats from the environment. How can that help your marketing plan?
By determining what your strengths and weaknesses are, you’ll have a chance to use your assets for your marketing plan! For instance, your strength is the hard-working, engaged team who is willing to use their knowledge to help your organization grow, so use that advantage! In addition to that, you need to work on your weaknesses, combat them to improve your marketing strategy!
3. Understand who your target audience is
All the information you’ve gained from SWOT analysis and goal setting will be useful for creating clusters of donors. Such categories will be used to gain a comprehensive understanding of who your target audience is. Therefore, we can have groups called: potential donors, first-time donors, corporate donors, loyal donors, and so on. This categorization is crucial for your marketing plan.
Why is creating different donor clusters necessary? Since they will serve different purposes, they need to receive different messages. Did you know that segmented and well-targeted campaigns receive 100% more clicks than those that are not? Think about it!
4. Create compelling messages
Since you found out who your target audience is, you need to discover what moves them! What is the main trigger for each of your target segments? Is it emotion, inequality, injustice, or something else? Once you discover the way to reach them, it’s up to you to create content that will make them choose you.
For instance, many donors stumble upon great non-profit organizations on social media. To successfully promote your work, you need to enhance your social media presence. You can do that by conveying relevant messages and posting interesting content for each of your target segments! Interesting and unusual campaigns will definitely be your go-to strategy!
5. Start an organic traffic strategy
If your goal is immediate but short-term success, you should invest in paid trafficking. However, no non-profit organization can work like that. You need a long-term strategy that will help you attract your target audience and obtain funds for your projects. Therefore, you should focus on starting an organic strategy for your organization.
Ignoring organic trafficking is one of the crucial marketing mistakes you should avoid. Build a long-lasting strategy by posting relevant content often. Include keywords you want to rank by and pay special attention to the CTAs. Those are one of the best ways to attract donors and other target markets.
6. Don’t neglect your team members
As a non-profit organization, you surely don’t operate by yourself. You mustn’t neglect the importance of your entire team that works hard to deliver your messages and achieve your goals. Did you know that one of the main reasons why marketing plans fail is because leaders tend to exclude their teams? So, what can you do?
Keep your employees a crucial part of the process and maintain their engagement. Whether you operate remotely or not, you need to have a reliable communication source where you can share information and simply chat. Therefore, you should consider installing an employee app on everyone’s phones that will keep your team up to date with your plans and goals.
In the end, you should consider measuring the success of your campaign. Why is that relevant? If your marketing plan was successfully implemented, you’ll know exactly what aspects and steps of your plan contributed to an accomplishment. On the other hand, if your campaign wasn’t as successful as you’ve planned it to be, that is a signal that you’re doing something wrong. So, pay close attention!
Keep in mind that monitoring progress shouldn’t only happen in the end. You should carefully contemplate metrics even during the process of implementation and execution. This will help you spot possible issues right away and fix them before they mess up your plan!
As you can see, non-profit organizations need to pay special attention to their marketing strategies because their entire work depends on them. By following these tips, chances of implementing a successful marketing plan increase, which will lead to goal accomplishment. Don’t forget to determine your target audience or include your team in the process for a more successful execution!
Guest Article by Morgan Rose Elliott
Morgan Rose Elliott graduated in marketing from the University of Sydney. A rookie blogger who loves writing about business and lifestyle equally.
Twitter account: https://twitter.com/MorganRoseElli1
Subscribe to weekly marketing tips
Every week, you’ll get a useful email that gives you an action plan for how you can grow your brand. In it, you’ll find: