We’re the best kept secret.
Where should you focus your nonprofit marketing efforts to grow your donor base?
Focus on the people you serve and the ones who already care about your work.
Does everyone buy candles? No.
The only people who buy candles are 1) those who like them and 2) those that use them. It’s the same for your nonprofit. Your mission resonates with those who care about it and those who can benefit from it. Your focus should be on connecting with these individuals rather than trying to reach those who don't resonate with your cause.
So it is important to understand that not everyone will give and not everyone will be a consumer. Boards need to know that nonprofits exist to fill a market need that other organizations will not provide. You must connect that need with the people who seek those services and the folks who are willing and want to help you make a difference. Trying to reach those who don’t care is not worth your time.
However, this doesn't mean neglecting efforts to showcase your organization's impact and attract new supporters. Both donors and clients may come and go, making it crucial to refine your messaging, ensure visibility among the right audiences, and maintain consistent engagement.
Here are some ways I have accomplished that.
Segment you audience - you probably have one big mailing list or email list and there may be a lot of outdated info on that list. Clean that list up. Focus on creating lists for donors, prospective consumers and others. Talk to your donors and your consumers in language they can understand, and be consistent.
Embrace Creativity - always think about your mission, and connect your work in creative ways to engage current and prospective new audiences.
Track Your Progress - you have to know where you’ve been to determine where you’re going. Start tracking email open rates, click rates, website visits, social media engagement and the like.
In some of my recent work, nonprofits have accomplished some amazing things:
By segmenting, we consistently kept increasing our email open rates by a 0.5% for our donor and consumer groups each month.
By getting creative, we grew our email subscriber base by 30%. Partnering with a local business and hosting a social media giveaway proved particularly successful.
By tracking our goals, we had a better understanding of what worked and what didn’t. Over six months, we saw a 6% increase in website page views and a 4% increase in unique visitors.
By implementing these strategies and continuously refining your approach, you can strengthen your connections within the community and expanded your reach, ultimately furthering your organization's heart and impact.