There was a time when nonprofit entities tended to believe that content marketing was meant for businesses only. Today, however, nonprofits understand that they can leverage engaging materials to attract and inform their target audience, thereby increasing support for their cause. However, just like with any organization, it requires a solid strategy that incorporates some proven tips of the trade.
Great Ways to Drive Increased Donations
Keep these tips in mind as you look to grow your audience and secure more support for the beneficiaries of your services.
- Ensure that all of your content is scannable. No matter how passionate a person is about your mission, they still probably have little time to invest in reading long, copy-heavy documents. Use headers, bolding, callouts, bulletpoints, and other design techniques to make it easy for them to find the information they’re interested in. And this even applies to documents like annual reports. There’s no reason that a more “formal” communication can’t be easily digestible.
- Surprise your recipients. Providing what you said you’d provide—plus a little more—always impresses people. For example, when someone downloads your free Getting Started with Composting Guide and you also give them an informative document on gardening tips (one of which is to use compost to enrich your soil), you’ve shown them that you go “above and beyond,” and that can be a nudge for them to do the same when it comes time to donate.
- Take some risks. Nonprofit organizations have a history of “playing it safe” when it comes to their marketing. The ALS Association turned that long-standing practice on its head with the fun and interactive Ice Bucket Challenge. People like to see the organizations they support be a little creative.
- Implement a marketing-automation platform like Hubspot. Nonprofit organizations understandably operate “lean” so they can channel as much of their donations as possible into their cause. Consequently, a system like Hubspot that can automate a wide variety of content-marketing processes can be a real time saver and a true game changer.
Nonprofit Entities and Content Marketing: a Match Made in Heaven
There is some poetic justice in the fact that organizations that tend to provide free assistance to the people they work with can grow awareness about their programs by providing free content to the people who support their mission. We have extensive experience in helping nonprofits get the attention of and earn the loyalty of their target audience. How can our content marketing teams in Colorado Springs, CO, Springfield, MO, and Olympia, WA, help your organization? Reach out and let’s get the conversation started!
