You have to spend money to make money. For nonprofits, though, budgets are limited. You want to put every dime you receive toward your cause, but you can bring in more money if you spend a little on getting the word out.
The good news is, it’s easier than ever to market your nonprofit without spending a fortune. All you need is some time and a little creativity. Here are some suggestions to help you ramp up your marketing even when money is tight.
Focus on existing supporters
If your nonprofit has around been a while, chances are you have a core group of supporters. Those supporters should be your first stop when you’re kicking off a new marketing initiative. Make sure you’re regularly staying in touch with those donors so that you’re not just contacting them when you want something.
Your supporters can also be a valuable tool in reaching new donors. Ask your volunteers to recruit friends and family members. When you’re starting a new fundraising drive, request that they share the news online, as well. You can even incentivize existing supporters by offering prizes to those who bring in the most money or helpers.
Utilize free resources
While your time certainly has value, you can keep your marketing spend low by putting that time toward marketing on free platforms. Facebook, Instagram, TikTok, YouTube, and other social media sites are filled with viewers who might be interested in learning more about your nonprofit.
Before you start marketing through these channels, though, take some time to research their demographics and learn the type of content their members like. Find creative ways to engage your followers without being overly promotional. You’ll get better results if you take a brand storytelling approach to marketing. Also, social media marketing is about building relationships. Make sure you engage with positive comments on your posts.
Spend with ROI in mind
You’ll have to spend a little money on marketing. If you do, look for ways to stretch your nonprofit marketing budget a little farther. If your target demographics match Facebook’s, Facebook Ads may be a better idea than Google Ads, for instance. Paying a graphic designer to create an infographic may be a better use of your money if you find you can use it as a blog post that you can blast across Facebook, Instagram, and through a press release. Your time is valuable, too. Over time, you may discover that some of the tasks that zap your resources aren’t as valuable as those that are quicker to execute.
The most important thing is that every marketing move is chosen with maximum ROI in mind. Make sure you’re always measuring your ROI so that with each new campaign, you’re getting the most out of every dollar you’ve put into your marketing budget.
One of the most important things you can do to stretch your marketing dollars is to learn as much as possible. There’s plenty of free information available out there. Arcstone’s blog is jam-packed with tips that will help you get great results from your marketing efforts.