Substance and Style

One thing no nonprofit wants to do is discourage donations, but sometimes marketing does just that. Nonprofits typically suffer from a lack of resources and have a harder time creating a cohesive marketing plan. Either one person is juggling all the marketing along with other responsibilities, or marketing is being done by committee. The biggest challenges are time and money and it takes more of each to make more of the other. Some problems are unavoidable, but you can market yourself inexpensively without being ineffective. Here are some common mistakes to avoid:

1. Not having a solid online presence. According to Hubspot’s 2022 Nonprofit Marketing Trends Report (download here), the number one reason Millennials and members of Gen Z don’t donate to a cause is that the nonprofit doesn’t have a good social media presence. The same report concludes that the number one reason members of Gen X don’t donate is that the organization’s website isn’t updated. There is a very real perception these days that valid organizations have an online presence. You most likely can’t afford to not be taken seriously by that many age groups. Your organization needs a website and at least one or two social media channels (and no, having a Facebook page is not a substitute for having a website). Build at least a simple website and choose at least one social media channel that fits your brand and audience. Start off small. Don’t feel you have to produce vast quantities of content or have thousands of followers. Remember that your online presence exists to serve your overall marketing goals. It’s more important that people can find out what they need to know and that your mission is front and center. If you truly don’t have the money or time to start building a strong online presence, consider outsourcing the job.
2. Not being transparent about finances. You might think your marketing materials are no place to talk about money, but that same Hubspot report referenced above found that the number one reason Boomers don’t give is that they are afraid their money won’t be used wisely. While you don’t need to post your budgets and bank statements, it is a good idea to have some part of your website or brochure that explains the basics of your funding sources and major expenses. 
3. Going solely with your gut. Your gut is a wonderful thing, and the longer you work in a particular organization or on a particular issue, the more reliable its assumptions are. However, your expertise alone is no basis for a marketing strategy. Partly, this is because when we have a lot of experience, we can fail to consider important cultural changes, shifts in donor attitudes, technological advances, and other factors that call for adjusting our strategies. You must pay attention to the data. Let your decisions be informed by key metrics: subscribers, likes, comments, shares, etc. It’s important to know what kind of content is resonating with your audience so you can course correct if need be. Otherwise, you end up wasting a lot of time. It’s also important to keep abreast of changes and trends. If you don’t know why people give to you or give in general, you won’t be able to target your marketing efforts the right way. 
4. Being Inconsistent With Branding. Whether you’re running a nonprofit or a business, inconsistent branding creates a perception of not having a handle on things. Nothing about being chaotic and sloppy makes people want to support your cause. Avoid this problem by creating both design and voice/tone guidelines for your messaging and marketing materials. Make sure the brand is consistent with your mission, and your marketing is consistent with your brand. Decide as many things as possible before launching any marketing campaigns or before unveiling a rebranding.