Marketing is essential for nonprofits that want to attract new supporters, engage existing donors, and communicate the impact of their work. However, limited time, staff, and resources can make it difficult to develop and maintain an effective marketing strategy. As a result, many nonprofits that rely entirely on their in-house team for marketing commit the same types of mistakes. Here are a few that we’ve identified over the years:
Inconsistent Communication with Supporters
Unless you have someone dedicated to making sure regular communications go out, they often don’t happen. Have you ever checked when the last newsletter or program update went out to your supporters, only to discover that it was many months ago? If someone went to your social media page, would they see an active organization, or one that only posts on rare occasions.
If you’re worried about communicating too often with your supporters and causing them to unsubscribe or tune out because you’re overdoing it, this usually isn’t something you need to be overly concerned about. Your supporters want to hear from you! They might not read every single email or like every post, but regular communication signals that things are happening within your organization and that you are putting their donations to work.
When you work with a nonprofit marketing agency like Beeline, we can coordinate your communications and make sure they go out consistently, so your supporters always know what’s happening and how they can get more involved. Communications might include a monthly newsletter, automated thank-you emails whenever a donation is made, a year-end fundraising campaign, event invitations and reminders, and other types of communications that make sense for your nonprofit.
Communicating Ineffectively
Many nonprofits communicate with their supporters in the same way they communicate with their board members or directors. They provide numbers to demonstrate their impact.
While these metrics are important, most donors don’t necessarily want to read reports filled with statistics. They want to hear about how real people are being impacted by their donations. This is what draws many people to give to your organization and what keeps them donating year after year.
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What does that look like? Instead of saying, “Last month, our organization helped 15 people secure full-time employment,” say, “Last month, we helped Jocelyn secure a full-time job as an office manager for a great company right here in Charlotte. With her new paycheck, she was able to move herself and her two kids into a larger apartment in a safer neighborhood.” Include a quote from Jocelyn, as well as one from someone at your organization who worked with her directly. The average donor would much rather support “Jocelyn” than 15 nameless, faceless people.
Stories give your supporters a personal connection to your mission. They help donors understand not only what your organization does, but also why that work matters.
A nonprofit marketing agency can help you craft stories that resonate with your donors, keeping them engaged with your work, and helping them feel great about their involvement with your nonprofit.
Never Really Checking What Works
So many organizations that keep their marketing in-house have no idea what is actually working and what isn’t. They might see that a certain social media post received a lot of likes or feel like they received a spike in donations after sending a fundraising email, but they don’t have the data they need to really determine which marketing efforts are producing the types of results they care about.
Without tracking and analyzing your results, it can be difficult to know where to focus your limited marketing budget and staff time. You may continue investing in activities simply because they’ve always been part of your marketing strategy, even if they aren’t actually helping you reach your goals.
When you work with a nonprofit marketing agency like Beeline, on the other hand, we provide you with data and metrics that show how your investment in marketing is paying off and how our work is helping you meet your growth goals. This information can help you make more informed decisions about where to invest your time and resources.
Let’s Talk!
For many small to medium-sized nonprofits, choosing to outsource their marketing is a big step—one that involves trusting an outside organization with your messaging, as well as with a portion of your budget. It’s important that the nonprofit marketing agency you choose is a good fit for your organization and can provide the types of services and results you need within the budget you have available.
If you’re looking for a nonprofit marketing agency in Charlotte, Beeline can help you develop a more consistent, engaging, and measurable approach to marketing. Schedule a free consultation today to learn more about Beeline, the services we provide, and how we can help your nonprofit connect with more supporters and advance your mission.
