The Do’s and Don’ts of Nonprofit Marketing

Though tricky to accomplish, proper marketing is just as vital for nonprofits as it is for any other company. Unlike businesses with the advantage of marketing a tangible product or service that will benefit their audience, nonprofits face the challenge of having to communicate their particular cause in hope of attracting donors, volunteers, or advocates.

Sadly, many nonprofits neglect to invest in their marketing efforts due to tight budgets. In her blog post, Alyssa Conrardy, President and Co-Founder of Prosper Strategies, explains,

Marketing and communications are some of the first line items nonprofits choose to cut when uncertainty hangs over their heads or when finances get tight. But that’s a huge mistake. Marketing, communications and fundraising play a critical role in organizational growth, sustainability, and mission achievement, and cutting their budgets at the wrong time can make a tough financial situation even more precarious.

Yes, investing in marketing requires time and money, but it is critical to your organization’s success. The goal of any nonprofit organization’s marketing efforts is to raise awareness and inspire action, but achieving that is not always easy.

We have compiled a list of nonprofit marketing do’s and don’t’s in hopes of making it a little easier.

Do:

1. Use storytelling as main communication tool

Nonprofits MUST embrace and utilize the power of storytelling. Stories will have the greatest impact on your audience, and create a relatable point-of-entry. While you may be tempted to just spew the facts about all the good your organization is doing, it is much more powerful to share stories that will demonstrate the good you are doing. Show, don’t just tell.

2. Clearly communicate the impact of a donation

Donors want to feel like they’re making a difference and they want to know the direct impact they will have when they give to your organization. This is especially true for first-time donors. If you want to turn first-time donors into recurring donors, your organization must find a way to communicate to every single donor exactly how their contribution was or will be used and the impact it made.

3. Develop an advocacy strategy

Donating money and volunteering is not the only way for your donors to contribute to the success of your organization. Consider creating an advocacy strategy in order to facilitate growth by spreading your organization’s mission to more people. Create a clear strategy that will make it easy for your supporters to advocate on your behalf. According to an article by Upleaf,

Launching a successful advocacy campaign can boost your credibility, give people an easy opportunity to take action, and expand your community of supporters. That’s all gravy on top of the fact that it may also make a meaningful impact in the real world.

4. Present a unified message across all platforms

Most organizations have many platforms and outlets that they communicate through: email, newsletter, website, donation landing pages, social media, etc. It is important to distribute your campaign message through all or most of your touch points. This will get your message in front of as many people as possible, as many times as possible. Keep the message consistent to prevent any confusion that may discourage a prospetive donor.

5. Focus on the positives

I know I’m not the only one who feels creeping emotional manipulation every time the ASPCA ad comes on and Sarah McLachlan’s “Angel,” starts playing. Your organization should evoke a feeling of happiness and positivity in your messaging that will inspire donors to give, rather than guilting them into giving through negative or sad messaging. Although there is a time for using sad, emotional appeals, it should be used sparingly.  An article on Medium titled, “Should charities use positive or negative empathy appeal in marketing?”, states,

Study shows that sharing a positive impact message with donors helps create long lasting donor relations. ‘The public are tired of the continuous images of distress being dumped upon them,’ says Leigh Daynes, Executive director of Doctors of the world. ‘Charities need to stop presenting beneficiaries as hapless victims and make sure that people are engaged over the longer term.’

6. Create branded donation and fundraising pages

As mentioned previously, your campaign branding and messaging should be consistent across all platforms, including your donation landing pages. It is important that donors can connect the dots when moving from one step to the next. The design and message on your donation and fundraising pages should match that of your campaign. According to Network for Good’s Digital Giving Index,

…donors give higher average gift amounts when the giving experience happens on a branded donation page that matches a nonprofit’s design and message.

7. Define and understand your audience

Every organization must define and understand who their target audience is. This requires developing audience personas to learn how to best communicate with them. Once you know and understand who you’re targeting, you can build your marketing strategy around reaching that specific audience.

8. Understand the psychology of donor giving

It is important to learn what motivates people to give through the psychology of donor giving. This will help you understand how your organization can shape your fundraising objectives to meet the needs of potential donors in order to increase contributions.

9. Prioritize your year-end campaign

Did you know that over 30% of annual giving happens in the month of December? People tend to get more involved with nonprofits and charitable organizations over the holidays. It’s undeniable that the average person’s generosity and kindness is magnified during the holiday season. Additionally, the end of the year is a time many donors use to lighten their taxable income burden, while making a meaningful gift at the same time. Therefore, your organization should make the most out of year-end by making it your biggest and best campaign of the year.

10. Use powerful visuals and videos

A picture truly is worth a thousand words when it comes to nonprofit marketing. Including pictures and videos on social media posts not only increases engagement but it also helps communicate your story better. Video content is one of the most impactful and compelling ways your organization can share the story.

11. Measure and analyze data

Without measuring and analyzing your current marketing, you can’t optimize your strategy for better results. Always make time to evaluate your data so you can continually improve upon your tactics and set new goals.

Don’t:

1. Be too wordy

I said it once and I’ll say it again: a picture really, truly is worth a thousand words. You must also keep in mind that you know a lot more about your organization than your audience does. It can be easy to get overly wordy and technical when writing about your organization. There’s no need to dumb things down, but you don’t want the content to go in one ear and out the other. You can achieve this by keeping your content simple and interesting, and above all, aiming for clarity.

2. Focus on communicating numbers or statistics

Although it is important to communicate to your donors the impact of their donations, you want to do so in a compelling way. Heartfelt stories from those who have been affected or impacted by your organization are much more powerful than numbers and statistics.

3. Dismiss Facebook paid advertising

Organizations often fail to invest in Facebook ads. Do not underestimate the role Facebook can play in helping you to strategically execute your paid campaign. When it comes to big campaigns such as Giving Tuesday and Year-End, do not dismiss this tool. It will get your campaign and cause in front of more eyes and attract potential donors.

4. Forget the “why”

A Network For Good article advises,

…when asking someone to do something—whether that’s making a donation, volunteering, or putting trash in its proper place—don’t forget to tie your ask to why it matters. Why should they care? Why will it make a difference?

These are two important questions to ask yourself before making any fundraising ask. In your messaging strategy, always remember to convince your audience of why they should care.

5. Neglect your website

Think of your website as your organization’s online hub. Even through social media, your goal should always be to direct your audience back to your website. Many organizations prioritize social media use or other online marketing efforts, but neglect their website. This is a huge mistake, especially for nonprofits.

Social media is important, but a strong website presence give you the most control over your message. In an article by Caryn Stein, a nationally-recognized speaker and trainer for nonprofits, she explains,

Whether they give online or off, supporters will look at your website to understand more about your work, how their gift will make a difference, and they will form opinions about what they find there. So, it’s in your best interest—and of those you serve—to make the most of your website and ensure that it’s creating the right environment to inspire giving.

6. Post the same way for all social platforms

Although you should have a unified approach and message strategy, your posts should not be the exact same among all your social platforms. Each platform has different audience demographics and best practices. For example, Instagram is a very visual-centric platform, whereas Twitter is more about words. Another example of this is that Twitter is an acceptable platform for publishing content multiple times a day, however this would not be wise to do on Instagram. Differentiating your posts for each platform is also important because if your audience follows you on multiple different platforms, they do not want to see the exact same post, say, on Facebook that they might have just seen on Instagram. Make sure your organization is taking the time to tailor its content for each platform.

7. Ask more than you give

When it comes to marketing, many nonprofits make the mistake of asking too often and rarely giving value to their audience. According to an article from Cosmic, a creative marketing agency specializing in social purpose brands,

…a healthy rule of thumb is 3:1 giving to asking. For every communication that is an ask, there should be at least 3 that are sharing stories of success, providing proof of impact (which doesn’t have to be focused on numbers), or sharing a point of view or belief that is compelling or thought-provoking.

8. Forget to celebrate success

When your organization hits a milestone or achieves a goal, remember to celebrate the people that helped make it happen! Not only is it important to share results with donors, but it is especially important for those who have not yet donated to see that your organization is, in fact, making a difference and is successful in its efforts. When you celebrate what your organization is accomplishing, it could result in new donors.

9. Skimp on peer-to-peer fundraising strategy

Peer-to-peer fundraising is important for reaching a larger network of people and attracting new donors. When your donors are advocating on your behalf while sharing your message, it results in one of the most organic and effective forms of marketing: word of mouth. Additionally, supporters who are involved in peer-to-peer fundraising deepen their involvement in your organization and its mission.

10. Use social media to only promote your organization

No one wants to follow self-absorbed organizations who only talk about and promote themselves. This is where the rule of thirds comes in:

  • One-third of your social content should promote your organization to convert followers and generate donations
  • One-third of your social content should share insights and stories from thought leaders in your industry or similar organizations
  • One-third of your social content can be fluff, such as fun and organic content that shows the human side behind your social media marketing

11. Underestimate the power of PR

PR is especially important for nonprofits. According to an article from Nonprofit Hub, here’s why your organization should not shy away from PR efforts:

Powerful PR is a vital component to any successful fundraising campaign. It generates brand awareness, builds buzz, and increases credibility. If a donor or potential corporate sponsor is reading about you in the press, hearing your story on the radio, and seeing your name appear in blogs—they’re going to take notice. And if your story resonates with them, they’re going to get involved. Unfortunately, many nonprofit leaders are quick to dismiss PR. They think it’s too expensive and difficult to measure. I’m here to tell you that you can’t afford not to do PR.

Although nonprofit marketing can be difficult, it will pay off in the long-run. The process of implementing marketing strategies for your organization can be daunting, but we hope these tips have provided clarity and will help in bringing success.

If you have any tips that we’ve missed, then we’d love to hear them!

The Delicate Balance of Agency/Client Relationships

A wise person once said, “An agency is only as good as its clients,” or… something like that. Either way, one thing on which we can all agree is that an agency can’t function without clients. Hard work goes into gaining clients because they are the livelihood of agency life. And, although an agency doesn’t exist without clients, the two need to share a healthy relationship in order for both parties to thrive. In the wild, this is called symbiosis; I’ll scratch your back if you’ll scratch mine.

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This relationship is a delicate balance that requires attention and nurturing in order to maximize the output for the two sides. Below are some of our top tips to maintain said balance:

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1. Set mutual goals

While both you (the agency) and your clients likely have in-house goals for your work together, setting mutual goals is just as important. This is typically done at the beginning of the relationship, as well as on a project-to-project basis. This helps to set expectations so that neither of you is displeased or unclear in your working relationship. Remember, you’re on the same team!

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2. Take every opportunity to build credibility

Whether you have worked together for a week or a year, every encounter, every project is an opportunity for gained or lost credibility. It is vital to be aware of this and use it to your advantage—even something as small as a typo in an email can be detrimental. Sometimes the relationship with a client and how to behave is best compared to that of a dating relationship: be honest, put your best foot forward, be dependable and trustworthy, take initiative, and don’t be afraid to lead the way.

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3. Transparency is key

Branching off of point number two, transparency is a most crucial element of building credibility. Should you be transparent? Absolutely. Should you do so with negligence of tact and professionalism? Never! There is grace to be had in transparency—and no, we don’t mean sugar coating. What we do mean, is to always communicate the bad news with some silver lining; be it a plan B, good news that accompanies the bad, or something that proves your worth. Trust your client to be able to tolerate any potential bad news as long as the situation is delivered respectfully, in a timely manner, and with the initiative of outlining the net steps to take.

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4. Be respectful of time

To many business professionals, there is nothing worse than wasting time. Be there, be on time, all the time. It’s as simple as that. And, when you have their attention, stay on topic and be efficient with what you have to say. Don’t talk in circles, just be quick and to the point. Conversations happen much more quickly in person or over the phone anyways, and this gives you even more time to produce the excellent work your client has hired you for.

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5. Under-promise and over-deliver

Although the Golden Rule is “Do unto others as you would have them do unto you”, the business world version of this is “under-promise and over-deliver”. Living by this rule will keep you on track for success, happy clients, and much more. Doing the opposite, well, we won’t go there. But if you take a moment and think about it from a client’s point of view, would you rather have high expectations and be completely disappointed by the result, or have realistic expectations and be completely blown away and thrilled with the result. We choose the latter. What do you think?

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These five tips don’t cover every minute detail comprised within beautiful and complex client/agency relationships, but they cover the broadest and most imperative parts. And if you ever have trouble determining how to handle a situation, just go back to putting yourself in their shoes and think about how you would want things to be handled. If that doesn’t help, come back to this article or reach out to your team. Your agency team is what makes the magic happen, so we encourage you to treat them in the high regard we illustrate here.

In your work, what advice have you found helpful for navigating agency/client relations?

The Simple Guide To Business Promotion

Just the phrase “business promotion” can make people feel overwhelmed. Often times, it’s hard to even know where to start. That’s where we come in. For me, the easiest way to understand anything has always been to first break down the basic concepts. For business promotion, that means breaking down the 4 basic types of promotion. Identifying and understanding what they are and what their key differences are will create a strong foundation. After all, promotion should be much more than just information; it should result in revenue for your business. Understanding the different ways to promote your product or service can help you make the right choice for your business.

So, what are the 4 main types of promotion?

The four types of business promotion are marketing, PR, advertising, and branding. The end result? Brand loyalty.

  1. Marketing

Key Words: Drive, Push

*Driving your product or service in order to push people to buy.*

Marketing is a process by which a product or service is introduced and promoted to potential customers. In other words, marketing is when you drive the message or physical product to your consumers.

Marketing vs. Sales

Though similar in style. Marketing is not the same as sales. Though they share similar tactics, you must remember that they are two separate entities. By working in tandem with a strong sell, a sound marketing message will serve as your sales enabler. When marketing, you will promote the product while communicating and educating potential customers. Marketing thus becomes your brand ambassador in support of your sales team.

  1. Public Relations (P.R.)

Key Words: Relate, Earn

*Relating in such a way that you earn media coverage and promotion.*

Public relations (PR) is the way organisations, companies and individuals communicate and relate with the public. PR is all about building relationships to advance, promote, and benefit the reputation of you yourself and your business as a whole. The goal of PR is to communicate a positive message in order to gain support. It can lead to strong community presence, a growing customer base, lasting partnerships, and even financial support. Above all, P.R. builds the credibility of your organization.

  1. Advertising

Key Words: Display, Pull

*Displaying your message or product in such a way that you pull consumers in.*

Advertising is the process of capturing public attention through paid messages or information which helps promote or sell a product, service or brand. It is a process of mass promotion which involves audio or visual messaging. Advertising educates the public and attempts to persuade customers to buy and use your particular product or service. Advertising creates awareness and helps increase demand.

  1. Branding

Key Words: Knowledge, Association

Branding is the sum of your audience’s perception of who and what your company is, as well as your company’s customer service and your company’s reputation. Branding goes way beyond just a logo or graphic element.

Brand Loyalty (The Goal)

Key Words: Lifetime Results

Brand loyalty is the result of all your hard promotional work. Brand loyalty is a consumer’s emotionally-charged decision to continually purchase a specific brand. How does this happen? Brand loyalty happens when customers believe your brand will exceed all others. When this happens, he or she begins to identify with your brand on a personal level.

Bringing It All Together

Think of Nike.  Here’s what each type of business promotion looks like for them.

Marketing:

“Nike is the #1 selling athletic shoe in the United States.”

In this circumstance, by telling others how successful Nike is, you are driving them towards your brand and pushing them to try it themselves.

P.R.:

“Nike was named the official shoe brand of the NBA.”

By reporting that Nike has now been named the official shoe of the NBA, you are telling customers as well as potential partners and investors that your company walks the walk and doesn’t just talk the talk. What’s more, the sponsorship of the NBA makes Nike relatable to sports fans and athletes everywhere. This also gets you valuable media exposure.

Advertising:

“Find your stride with Nike. The next NBA star just might be you.”

By displaying such a clear and compelling message, Nike successfully pulls in consumers, both new and old.

Branding:

“Nike improves my performance on the court and makes me feel like I can do anything.”

If someone is wearing something with the Nike logo on it, its immediately seen and known. What’s more, thanks to successful marketing and PR campaigns, Nike has become associated with success and athleticism. Nike is thought of as “empowering” and has become known as the go-to brand for getting extra hops on the court.

Brand Loyalty:

“There’s no other brand for me than Nike.”

There are a lot of athletic shoe companies on the market, but as a result of outstanding promotional efforts, Nike creates lifetime fans who will wear nothing but products baring the Nike name.

So what does this mean for you?

This means promoting your business is vital for its success. Without promotion, there are core functions that your business can’t perform. By incorporating these basic methods, though, a chain reaction begins. Clients are suddenly informed and engaged. Services and products begin to sell and your business begins to grow. What’s more, your customers are sustained as relationships and trust are built. The bottom line? Without promotion, no one can know your business.  So be known! Reach your goals. And stand out from the rest. 

Are You Done With Social Media?

done with social media jemully

“I’m done with social media.”

Every once in a while, we hear people say things to this effect. I know I’ve heard a variety of reasons, and undoubtedly many more exist. These are some of the more common ones:

  • The detox effect that comes with “unplugging,” even for just a little while
  • Putting social media out of sight and out of mind frees up our mental faculties
  • Potentially massive time savings make time for more productive activities
  • Recognizing that social media can bring out the worst in you, and then choosing to avoid it

These reasons are pretty substantial on paper, but I’m not really convinced that quitting social media actually works for any extended period of time without a zealous, unrelenting commitment. Social media isn’t a light switch to simply be turned off.Continue reading

SURVEY – Find out how Small Businesses in West Texas market themselves

west texas small business marketing survey

How do you market your company? Do you know how other businesses in your area market themselves? Take Jemully’s West Texas Small Business Survey and learn about the marketing practices of peer companies.

Survey Takes About 4 Minutes To Complete

The purpose of this survey is to provide a snapshot of the marketing practices of small-to-medium sized businesses in West Texas. This survey will provide participants an opportunity to think critically about their own business, and a chance to measure themselves against fellow and neighboring businesses in West Texas. For the best possible results, please answer this survey honestly and accurately.Continue reading