Content Marketing for Nonprofits: A Comprehensive Guide
When your mission in life is to do more good in the world, it can be tricky to slow down and focus on marketing. And yet, without growing your brand awareness, your message will likely get lost among all the noise in the nonprofit sector.
Your mission matters, and your message deserves to be heard far and wide. Content marketing can make that happen, but it’s only effective if you are strategic, consistent, and purposeful with it.
Let's explore what a strategic content marketing plan can do for your organization – and how to make it happen.
Why Nonprofits Need a Solid Content Marketing Plan
The nonprofit world has always been highly competitive, and with today’s uncertain economy, it’s harder than ever to attract the attention, support, and funding you need to make an impact.
If you want to succeed, you need to be shouting your mission, your accomplishments, your good work – all the things! – from the rooftops. When you share stories about your work, you are opening the door for potential donors, volunteers, and other supporters to feel a connection that compels action.
When you use your content to educate your audience about important issues you are working to solve, you open hearts and minds in new and impactful ways. And when you help people see the transformation your nonprofit facilitates, you open up new possibilities for the difference you can make.
All of that can be accomplished with a solid content marketing plan.
When you consistently share high-value, educational, and mission-driven content, you can expect to see several positive outcomes including:
Increased Awareness about your nonprofit's mission, values, and impact, helping you reach a broader audience and build a community of supporters.
Engaged Donors and Volunteers who are passionate and committed to your work.
Higher Credibility and Trust that positions your organization as an authority in your field.
Increased Donations and Support when you share compelling content that resonates with your audience in a way that inspires action.
What Does Content Marketing Look Like For Nonprofits?
Nonprofits have many creative ways to connect with their audience and promote their mission. Where and how you should share content will depend on your goals, your target audience, and your organization’s general vibe (i.e, branding. See: Beyond the Pretty Colors: Designing Your Brand Personality).
Here are some popular types of content you may consider:
Blog Posts
Try sharing informative and inspiring stories on your blog. These stories will educate people about your cause, highlight success stories, and keep everyone updated on upcoming events. Blog posts are also great for boosting your SEO, ranking you higher in the Google results for your sector.
Social Media
Use platforms like Facebook, LinkedIn, Pinterest, and Instagram to reach and engage a wide audience. You can post updates, behind-the-scenes glimpses, personal stories, and calls to action to keep your followers involved. Bonus: social posts are easily sharable and (usually) free, making them a great way to gain visibility.
Email Newsletters
Regular newsletters are great for keeping your supporters informed. When someone allows you into their inbox, consider that the first “yes” to supporting you. It’s a big deal, so be particularly strategic with these. Your emails can include updates, success stories, volunteer opportunities, education, and ways to donate.
Videos
Videos are a fantastic way to tell your nonprofit's story. They can showcase your impact and really connect with viewers on an emotional level. You can share videos on Youtube, on social media, in email newsletters, on your website, or at in-person events on a screen. This is one of the most effective marketing methods today. See this post for some practical tips: How You Can Quickly and Effortlessly Create Video Content
Infographics
Audiences today love infographics! They are a great way to simplify complex information and paint a visual picture for your audience. Infographics are easy to understand and share, making your message more accessible and wider reaching.
Webinars and Live Streams
Hosting webinars and live streams lets you interact directly with your audience. You can provide valuable information and answer questions in real-time, fostering a stronger connection. These are excellent to use when you have a time-sensitive goal, an upcoming higher ticket event, or you just want to build a more personal connection with a virtual audience.
Remember to keep in mind who your target audience is, and meet them where they are most likely to engage. How To Find Out Which Social Platforms Your Audiences Love
How to Develop a Marketing Plan for Your Nonprofit
Creating a content marketing plan that fits your nonprofit's goals and speaks to your audience might feel overwhelming, but it can be easier than you might think.
Here's a step-by-step guide to get you started:
Define Your Goals. First things first, what do you want to achieve with your content? Maybe it's driving more traffic to your website, boosting your social media presence, or hitting a fundraising target. Clear, measurable goals will keep you on track.
Understand Your Audience. Who are you trying to reach? Dive into the details—age, interests, preferred social media platforms. Create audience personas to keep your content relevant and engaging. The emails you send to potential volunteers will look different from the emails you send to your highest monthly donors, for example.
Conduct a Content Audit. Take a look at your existing content. What’s working well? Where are the gaps? What type of content gets the most engagement, and on what platforms? Where are you hearing crickets? How does your website traffic look, and are you getting decent clicks? Your goal here is to identify your current strengths and highlight areas that could use improvement.
Develop a Content Strategy. With your goals and audience in mind, plan out your content themes, formats, and channels. Make sure everything aligns with your nonprofit’s mission and values.
Create a Content Calendar. A content calendar is your best friend. It helps you organize and schedule your posts, articles, videos, and more, so you always know what’s coming up next and can stay consistent.
Measure and Adjust. Keep an eye on how your content is performing. Use analytics tools to see what’s working and what’s not. Be ready to tweak your strategy based on what you learn to keep improving your results.
Maintaining Consistency With Your Content Marketing
Consistency is key to building and maintaining engagement with your audience. Here are some strategies to help your nonprofit stay consistent with its content marketing efforts:
Create (and use!) a Content Calendar
As mentioned earlier, a content calendar helps you plan and schedule your content in advance, ensuring a steady flow of posts and updates. Of course, you can still post on the fly when something comes up, but having content scheduled in advance means you will never go silent in spaces where your people expect to hear from you.
Delegate Responsibilities
Assign specific content creation and posting tasks to team members or volunteers. Have a clear, straightforward SOP (standard operating procedure) for each process, from social media scheduling to graphic creation to blog writing and uploading. You want your content to look consistent no matter who is working on it. SOPs also help you avoid confusion or other issues that might cause a delay in your content creation process.
Batch Content Creation
Set aside dedicated time to create multiple pieces of content in one go. This approach can help maintain consistency, even during busy periods.
Use Automation Tools
Leverage tools like Hootsuite, Buffer, or Mailchimp to schedule social media posts and emails. Automation can help ensure your content goes live as planned.
Repurpose Content
Maximize the value of your content by repurposing it across different formats and platforms. For example, turn a blog post into a series of social media posts or an infographic.
Monitor and Adjust
Regularly review your content performance and gather feedback from your audience. Use these insights to refine your strategy and maintain relevance and engagement.
In conclusion, a strategic approach to content marketing can amplify your nonprofit's message, engage your audience, and drive meaningful action. By understanding your audience, planning effectively, and staying consistent, your nonprofit can reach and engage more people to help you do as much good in the world as possible.
If you could use some help creating or implementing a solid content marketing plan, our team at On a Mission Brands is here for you. Reach out today to schedule a free consultation.
