Marketing for nonprofits can be a tough balancing act. With limited resources and high expectations, it's easy to get sidetracked by the many demands on your plate. However, by focusing on a few key strategies and tips, nonprofits can achieve lasting success without feeling overwhelmed. Here are some quick, actionable tips shared by Sara Janjigian Trifiro, an experienced nonprofit marketer, to help your organization elevate its marketing game.
1. Nurture your Email List
In today’s digital world, it’s easy to get caught up in the allure of social media. But one of the most powerful tools at your disposal is still email marketing. People join your list and stay there because they want to hear what you have to say. More importantly, unlike social media followers, you own your email list.That means you can communicate directly with your audience without worrying about changes to platform algorithms.
Consistency is key here. Review your email performance regularly, and make sure you're sending emails on a predictable schedule. Track open rates, click-through rates, and conversions to gauge what works best for your audience.
Tip: Leverage AI tools to streamline your writing process and effectively convey your message. One of our favorites is SubjectLine.com, which helps optimize subject lines to boost open rates and stay ahead of evolving email marketing trends.
2. Position Your Leaders as Thought Leaders
People connect with people, not brands. In nonprofit marketing, this means it’s important to position your organization’s leadership as thought leaders within their respective spaces. By sharing valuable insights and showcasing expertise, your leaders can build trust with your audience and become trusted voices in your cause’s field.
Whether through blog posts, social media, or speaking engagements, make sure your leaders are visible and share their knowledge. When your supporters feel like they know the person behind the organization, it humanizes your brand and makes your cause even more relatable.
Tip: Consider hosting webinars, Q&A sessions, or writing guest articles to give your leaders more opportunities to share their insights with your community.
3. Stay on Track to your goals
Don’t let the never-ending flow of creative ideas distract you from getting the important (and sometimes mundane) work done. It’s easy to get distracted by the latest trends or pressure to take on too many projects, such as a logo redesign or a new event that might not align with your mission. However, unrealistic goals can lead to burnout and poorly executed campaigns.
Instead, focus on achievable marketing goals that are directly tied to your strategic objectives. This helps you prioritize and ensures that your efforts are aligned with your broader organizational mission.
Tip: Keep your marketing plan simple and focused on measurable outcomes, whether it's improving engagement, increasing donations, or growing your volunteer base. Don’t shove it away in a drawer once it is done. Bring it out to every conversation to remind leadership, board members and others what the plan was.
4. Pay Attention to Email Frequency
How often should you send emails to your supporters? The answer depends on your audience’s preferences and how they engage with your content. Unsubscribes are a normal part of email marketing, and it’s often better than being marked as spam. However, you should monitor your engagement rates to make sure you're not overwhelming your audience.
Adjust your email frequency based on the responses you get. If unsubscribes are high, or if engagement starts to drop, it might be time to adjust your sending schedule.
Tip: Use A/B testing for your emails to see which frequency, subject lines, and content types perform best. Monitor your open rates and adjust your strategy accordingly.
By following these quick and easy tips, your nonprofit can streamline its marketing efforts and make the most of the resources you have.
Want to learn more about refining your marketing strategy? Wright Collective offers focused strategy sessions to help nonprofit leaders and marketing teams clarify their approach and achieve long-term success. Reach out today to schedule your session!
Additionally, be sure to check out the recording of our recent webinar with Sara JanjigianTrifiro on YouTube for more expert insights on refining your nonprofit’s marketing strategy.