Non-Profit Marketing.
The Complete Guide.
This extensive guide delves into different marketing channels that can be used by non-profit organizations, and is divided into two categories: digital marketing strategies and traditional marketing methods.
The main objective is to increase the visibility of your non-profit and attract more supporters. If you’re interested in taking your organization to new heights, schedule a consultation with us today. Our team can offer tailored solutions that align with your unique goals. Whether you’re a new non-profit or have been operating for years, embracing digital marketing fully is essential to stay competitive and grow your organization.
Non-Profit
Digital Marketing
In today’s competitive market, it’s crucial for non-profit organizations to engage in digital marketing in order to remain relevant. By establishing a robust online presence that includes a professional website, social media accounts, and engaging multimedia content, you can increase your organization’s visibility and attract new supporters. Whether you’re a new non-profit, a branch of an established organization, or a long-standing entity, promoting your organization can be a challenge. By combining digital and traditional marketing strategies, you can optimize your return on investment and position your organization for long-term success.
Digital Marketing for Non-Profits
Effective digital marketing is essential for establishing a strong online presence and increasing your non-profit’s visibility to potential supporters. It starts with a professionally designed website that highlights your unique mission and services, and then extends to a variety of other online platforms, including social media accounts, informative blog posts, accurate directory listings, reputation management, search engine optimization, and pay-per-click advertising. By targeting your marketing efforts and maintaining a solid online presence, you can attract and retain more supporters for your non-profit.
Effort Gauge
Non-Profit Website Design
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$3,500+ (custom)
Non-Profit
Web Development
WHY WEBSITE DEVELOPMENT IS IMPORTANT
of visitors hesitate to trust your business if your website is not high-quality.
of users are less likely to return to a website after a bad experience.
of users are more likely to make a purchase from a mobile-friendly website.
Your website is your digital business card.
Your non-profit’s website serves as the online face of your organization and is often the first impression that potential supporters have of your cause. To ensure that your website makes a lasting impact, it’s crucial to invest in a compelling design that effectively informs, engages, and converts visitors into supporters. The design should showcase your organization’s mission, programs, and overall impact. It’s important that your website is fully responsive and compatible with a range of devices, allowing supporters to easily access information and make donations.
Choosing a digital marketing agency with specialized expertise in non-profit website design is key to ensuring your online presence is effective. At Prospekt Digital, we understand the unique conversion strategies that work best for non-profit organizations.
From impact stories to calls-to-action, and informative blogs, we utilize specific design elements to encourage potential supporters to take action. Our team ensures that your website accurately reflects your brand and effectively communicates the benefits of supporting your organization. High-quality web hosting is also essential for a seamless online experience and to ensure your website is available to potential supporters at all times.
Key components for a non-profit's website:
- Valuable Information
- Engaging Aesthetics
- Clear Brand Image
- Mobile Friendly
- Optimized For High-Conversions
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Non-Profit Search Engine Optimization (SEO)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Non-Profit SEO
WHY SEO IS IMPORTANT
of all Google searchers click websites that are on the first page.
of online experiences begin with a search engine.
of website traffic comes directly from organic search.
The art of optimizing your online presence.
Search engine optimization (SEO) is a crucial aspect of digital marketing for non-profit organizations. Its primary goal is to improve the relevance and authority of your website in the eyes of search engines like Google, with the ultimate aim of attracting more supporters to your cause. When a user types a query into a search engine, Google’s algorithm works to provide the most accurate and relevant results based on that query. By optimizing your website for relevant keywords and phrases, you increase your chances of ranking higher on the search engine results pages.
Effective SEO for non-profit organizations involves a variety of tactics, including conducting thorough keyword research, optimizing your website’s content and structure, building high-quality backlinks, and staying up to date with the latest trends and best practices. It’s important to note that SEO is an ongoing process, as Google’s algorithm is constantly evolving, and your competitors are always working to improve their SEO strategies.
Our team of experts stays ahead of the curve to ensure that your non-profit organization’s website is optimized for the latest trends and best practices in the industry. By partnering with Prospekt Digital, you can rest assured that your non-profit’s website will rank higher in search results, leading to more supporter leads and ultimately more conversions.
5 Key strategies to non-profit SEO success:
- Content Building
- Link Generating
- Website Structure Organization
- Key-Word Research
- Website Optimization
Effort Gauge
Non-Profit Local Search
Acquiring New Clients
Very Effective
Doing It Yourself
Difficult and Tedious
Regular Cost
$250+/month
Local Directory Listings For Non-Profits
WHY LOCAL SEARCH IS IMPORTANT
of Google users who perform a local search will visit a businesses within 5 miles of their location.
of all Google searches are seeking local information.
of local mobile searches result in a store visit within one day.
The digital compass which points to your website.
Having consistent and accurate online directory listings is crucial for any non-profit organization’s online presence. With a plethora of directories available on the web, it’s important to ensure that the information listed is correct and up-to-date.
This can be a challenging task, but it’s essential as search engines may become confused if your listings contain inconsistent details, leading them to potentially identify your organization as multiple entities.
By verifying and maintaining consistent NAP+ information, including name, address, phone number, and other essential details across all directories, you can build trust with potential supporters and increase traffic to your organization. This consistency also plays a critical role in your SEO marketing strategy.
NAP+ information must be accurate and consistent:
- Business Name
- Business Address
- Business Phone
- Business Services
- Business Hours
- Business Photos
- Links To Website
Effort Gauge
Non-Profit Social Media Marketing (SMM)
Acquiring New Clients
Very Effective
Doing It Yourself
Time-Consuming
Regular Cost
Free - $1,000+/month
Non-Profit SMM
WHY SMM IS IMPORTANT
of users are directly influenced by a brand's social media.
of social media users use social media to research products.
of consumers who have had a positive experience with a brand on social media are likely to recommend the brand.
The virtual megaphone that amplifies your brand.
Social media has become a crucial aspect of modern marketing strategies, and for non-profit organizations, it is an essential tool for reaching out to potential supporters. With an active social media presence, you can showcase your mission, highlight your impact, and build trust with your target audience. This, in turn, can help establish your organization as a leading provider of meaningful services, making it easier for supporters to choose you over the competition.
However, managing social media profiles can be a time-consuming task, especially for busy organizations that want to focus on their core programs. Prospekt Digital takes the burden of consistent posting and engagement off your team’s shoulders. This way, your organization’s social media profiles remain active and engaging without requiring a significant investment of time and resources from your team.
Social Media Marketing requirements:
- Staying consistent
- Engage with potential and current clients
- Researching your target audience
- Developing and maintaining a clear brand image
- Frequent posting every week
- Attractive and informating content
Effort Gauge
Non-Profit Search Engine Marketing (SEM)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Google PPC Ads For Non-Profits
WHY GOOGLE PPC (SEM) IS IMPORTANT
of search engine users say finding relevant information is easier with paid ads.
of people click on Google Ads when they are looking to buy an item online.
of the clicks on a Google page are on the top 3 paid advertising spots.
The high-speed elevator to the top of search results.
Paid search advertising is a powerful tool for non-profit organizations to quickly rise to the top of search engine results pages, reach potential supporters, and direct them to your website when they search for related terms. With Google’s Pay Per Click (PPC) advertising, you can increase your online visibility and attract more clicks from potential supporters. Additionally, PPC campaigns offer a cost-effective way to generate leads and attract new support as you only pay when someone clicks on your ad.
However, creating and running successful PPC campaigns requires specialized expertise and an in-depth understanding of search engine marketing principles. At Prospekt Digital, we have the experience and knowledge to help you craft targeted and effective PPC campaigns that maximize your Return On Investment (ROI) and generate high-quality leads for your non-profit organization.
We conduct extensive research on your target audience, competition, and market trends to create ads that speak directly to your potential supporters. By targeting the right keywords and demographics, your PPC ads will attract clicks from the people most interested in your cause to skyrocket your ROI.
A high Ad Quality Score determines an ads visibility and cost:
- Ad and keyword relevance
- Landing page experience
- Expected click-through rate (CTR)
- Ad format
- Historical ad performance
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Non-Profit Facebook & Instagram Ads
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Facebook & Instagram Ads For Non-Profits
WHY META ADVERTISING IS IMPORTANT
of Facebook users visit the site daily, and 51% visit multiple times per day.
of Instagram users discover new products through the app.
of Instagram users have visited a website to make a purchase after seeing a product or service on the platform.
The virtual racecar that drives traffic to your website.
For non-profit organizations, advertising on Facebook and Instagram can be a game-changer for reaching your desired audience. With billions of users active on these platforms daily, they provide an unparalleled opportunity to promote your cause and generate high-quality leads.
At Prospekt Digital, we begin our process by conducting a thorough analysis of your organization’s target audience and competition. By understanding the needs and interests of your ideal supporter, we can create highly-targeted and engaging ads that resonate with them.
Our team utilizes cutting-edge tools and technology to develop and manage Facebook and Instagram ads that attract clicks and generate leads. We create visually appealing ads that showcase the impact of your organization’s programs and services through images, videos, and other multimedia content. Our targeted ad copy and messaging speak directly to potential supporters, highlighting your organization’s unique selling points and benefits.
We continuously analyze and optimize your ads to ensure maximum ROI and effectiveness. Our goal is to help your organization stand out on these platforms and reach your target audience with compelling and engaging content.
Successful Facebook and Instagram ad requirements:
- Clear campaign objective
- Targeted audience
- Compelling ad copy and creative
- Relevant, high-quality landing page
- A/B testing and optimization
- Ad budget management
Effort Gauge
Non-Profit TikTok Ads & User-Generated Content (UGC)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
TikTok Ads & UGC For Non-Profits
WHY TIKTOK ADS AND UGC IS IMPORTANT
of TikTok users have discovered a new product or service on the platform.
increase in ad recall and a 100% increase in click-through rate (CTR) when incorporating UGC into TikTok Ads.
of consumers say that UGC influences their purchasing decisions. 71% of consumers say that UGC makes them feel more connected to a brand.
The dynamic duo with a goal to boost your brand.
TikTok advertising and user-generated content (UGC) can be game-changers for non-profit organizations looking to reach younger audiences and increase brand awareness. By creating and promoting visually appealing videos that highlight their unique mission and impact, non-profit organizations can target specific demographics, interests, and behaviors to reach those who are most likely to be interested in their cause.
In addition to advertising, user-generated content (UGC) can be a powerful tool for non-profit organizations on TikTok. Encouraging supporters and influencers to create and share their own videos showcasing their experiences and the benefits of supporting the organization can be a powerful way to build trust and create social proof.
By partnering with Prospekt Digital, non-profit organizations can effectively leverage TikTok’s potential to showcase their unique mission and impact creatively and engagingly, generating interest and attracting new supporters.
Effective TikTok ad campaign requirements:
- Clear campaign objectives
- Engaging ad creatives
- Targeted audience
- Trend-focused
- Influencer partnerships
- Measurable goals
- Regular optimization
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Offline Non-Profit Advertising Methods
Acquiring New Clients
Minimally Effective
Doing It Yourself
Difficult & Expensive
Regular Cost
$300 - $50,000/month
Traditional
Non-Profit Advertising Methods
MINIMUM COST:
- Transit Ads (Bus/Stops Interior or Exterior: $500+/month
- Local TV Ads: $500+ for 30 second ads
- Local Radio Ads: $2,000+ per month
- Billboard Ads: $1,000+ per month
- Local Newspaper Ads: $1,000+ for quarter page
- Direct Mail: $300+ for 1,000 post cards
Old-school methods that captivate audiences.
As technology continues to evolve, traditional marketing channels like radio, TV, and billboards are becoming less effective for non-profit organizations. These methods of advertising target supporters when they are not in the digital world, making it harder to reach the right audience. Furthermore, traditional advertising can be costly, and the results are often difficult to measure.
At Prospekt Digital, we understand that digital marketing is the future of advertising, and we offer a variety of solutions to help non-profit organizations reach their target audience more effectively. Our digital marketing campaigns include paid search ads, social media ads, and email marketing. With paid search ads, organizations only pay when users click on their ads, making it a cost-effective way to generate leads and attract new support.
We believe that there is still a place for traditional advertising, but it’s important to track their effectiveness and ROI to ensure that they are cost-effective.
Traditional marketing is on the decline.
Non-profit organizations need to prioritize their digital marketing efforts to expand their reach, generate more support, and ultimately achieve their mission. At Prospekt Digital, we provide a variety of digital marketing solutions, including paid search advertising and social media advertising, to help non-profits reach their intended audience and expand their business. By utilizing digital marketing, non-profits can generate more leads, increase brand awareness, and ultimately drive revenue growth.
Effort Gauge
Non-Profit Email Marketing
Acquiring New Clients
Rarely Effective
Doing It Yourself
Fairly Easy
Regular Cost
Free - $1,500/month
Email Marketing
For Non-Profits
WHY EMAIL MARKETING IS IMPORTANT
of consumers say that marketing emails influence their purchase decisions.
Personalized campaigns that keep you top of mind.
Email marketing can be an important component of a comprehensive digital marketing strategy for non-profit organizations. It offers a cost-effective way to keep existing supporters engaged and informed about new programs and events while also generating new support through referral programs. Maintain a comprehensive database of supporter email addresses with connected forms that link your website to your email marketing software, ensuring that new supporters’ email addresses are automatically added to your database.
When choosing an email marketing platform, ease of use and price are two critical factors to consider. The platform should be user-friendly, allowing for easy creation and management of email campaigns, and offer competitive pricing based on the frequency of emails and the size of your email list.
At Prospekt Digital, we recommend a monthly email newsletter to keep your current supporters informed and engaged. This newsletter should contain information about new programs, upcoming events, and success stories related to your cause. Additionally, a referral program can be implemented to reward supporters who refer new supporters to your organization, thereby boosting your donor base.
Effort Gauge
Non-Profit Blogging
Acquiring New Clients
Very Effective
Doing It Yourself
Time-Consuming
Regular Cost
Free - $1,000+/month
Blogging For Non-Profits
WHY BLOGGING IS IMPORTANT
more website visitors for businesses that prioritze blogs than those who don't.
Inject a dose of personality and expertise into your website.
Regularly creating blog posts on your non-profit organization’s website can significantly benefit your cause. Blogging can increase website traffic, attract potential supporters, and provide valuable content to share on your social media pages and through email marketing. It’s also an essential part of SEO, as search engines view blogs as fresh content and reward websites that regularly post new content.
Blogs are an effective way to engage with both existing and potential supporters by providing useful information on specific programs and initiatives offered by your non-profit organization. It’s crucial to post new blogs at least once a month to ensure that your website remains current and up-to-date. Each blog should focus on a single program or initiative, providing detailed information and helpful tips that are relevant to your target audience.
Writing high-quality blog content on a regular basis can be a challenge for non-profit organizations. Therefore, many organizations choose to outsource their blogging duties to a digital agency or a freelance writer. By doing so, organizations can ensure that their blog posts are fresh, relevant, and of high quality. In-house staff can still contribute to the blog, but outsourcing the majority of the work ensures that the task of creating new blog posts each month is not overwhelming.
Effort Gauge
Non-Profit Business Partnerships
Acquiring New Clients
Fairly Effective
Doing It Yourself
Easy
Regular Cost
Free
Non-Profit
Business Partnerships
WHY BUSINESS PARTNERSHIPS ARE IMPORTANT
increase in revenue growth for businesses that have successful partnerships.
Two is better than one. Join forces to elevate your brands.
Partnering with other non-profit organizations can be a game-changer for non-profit organizations looking to expand their reach and increase support. By joining forces with complementary organizations, non-profits can leverage each other’s expertise, resources, and networks to create a more comprehensive range of programs and generate more support.
The benefits of partnering with other non-profit organizations go beyond just referring supporters back and forth. For example, non-profits can collaborate with local media outlets to raise brand awareness and establish themselves as authorities in the industry. Writing articles or appearing on local TV shows can be effective ways to promote programs and initiatives and reach a wider audience.
Social media can also be an effective tool for creating partnerships. Partnering with other organizations to host giveaways, contests, and events can help build relationships with supporters and generate excitement around new initiatives or fundraising campaigns.
However, it’s essential to choose partners who share the same values and commitment to success. Communication and clear expectations are key to establishing successful partnerships that benefit both parties. Partnering with reputable organizations and maintaining a collaborative relationship can help to increase support, boost revenue, and create a stronger brand image for your non-profit organization.
Effort Gauge
Non-Profit Referral Strategies
Acquiring New Clients
Very Effective
Doing It Yourself
Difficult
Regular Cost
Free
Non-Profit Referral Strategies
WHY REFERRAL STRATEGIES ARE IMPORTANT
of new business comes from referrals. Referred customers are 18% more likely to stay with a business long-term.
Incentivize loyal customers to become brand ambassadors.
Referral programs are a powerful way for non-profit organizations to attract new donors and supporters who are already familiar with and supportive of their mission. A well-structured referral program can be a highly effective way to increase donations and retain loyal donors. By offering incentives such as recognition or exclusive events, you can motivate your current donors to refer their friends and family to your organization.
To make your referral program a success, it is essential to have a clear process in place for both donors and staff. Your staff can play a crucial role in generating referrals by leveraging their connections and relationships with donors. Incentivizing your staff to participate in the referral program can be an excellent way to encourage them to become brand ambassadors and increase their financial incentives for referring their friends and family to your organization.
It’s important to keep your referral program simple and easy to understand, implement, and communicate to your donors. This includes making the process of referring others as easy as possible, providing clear guidelines for incentives, and ensuring that rewards are redeemed smoothly. A well-executed referral program can help spread the word about your non-profit organization and increase donor loyalty, leading to sustained growth and support for your cause.
Effort Gauge
Non-Profit Open Houses & Events
Acquiring New Clients
Fairly Effective
Doing It Yourself
Time-Consuming
Typical Cost
$500+/event
Non-Profit Open Houses & Events
WHY OPEN HOUSES & EVENTS ARE IMPORTANT
of consumers have a more positive opinion of a brand after attending an event.
Create unforgettable brand experiences for your customers.
Choosing a nonprofit organization can be a big decision for donors, as they are seeking trustworthy providers and high-impact service. One effective way to convey your organization’s values and attract new supporters is by hosting an open house event.
An open house event can be an opportunity to introduce your organization to potential donors and engage with the local community. It’s a chance to showcase your programs and initiatives, and provide information on your team’s expertise. Whether you choose to host an event for a grand opening, a yearly open house, or a special occasion, it can help you build donor loyalty and increase your brand awareness.
However, planning and executing an open house event can be overwhelming. We recommend tailoring your event to your ideal donor to ensure success. For example, you can offer a “Volunteer Day” or a “Meet the Team” event for those considering supporting your organization. You can also offer catering, activities, and tours to make the event more engaging and fun.
It’s important to host open house events regularly, at least once a year, to maintain donor engagement and loyalty. Additionally, it’s crucial to learn from past events and make improvements to each one to make them even better. By providing informative, fun, and engaging events, you can attract new supporters and build a loyal donor base for your nonprofit organization.
More connections with less time and effort.
Learn how Digital Marketing helps your non-profit connect with more current and prospective clients and keep them engaged with your brand. It's easier and more affordable than ever!