Marketing a nonprofit

Know who you are talking to

A nonprofit usually communicates with several groups at once. Donors, volunteers, the people it serves, partners, and local officials each need different information. Decide which group matters most for the next six months and write for them first.

Build an email list early

Social platforms change their rules and reach. An email list belongs to you. Collect addresses at every event and on your website, with clear permission. A short monthly update with one story, one number you can verify, and one request will outperform irregular long newsletters.

Tell specific stories

Describe what happened, to whom, and what changed, with permission from anyone you feature. Protect the dignity and privacy of the people you serve. A concrete account of one week of work is more persuasive than general statements about the cause.

Local visibility

• Claim and complete your Google Business Profile.
• Introduce yourself to local reporters with a short note and a story idea, not a press release about your founding.
• Speak at service clubs, congregations, and neighborhood associations.
• Partner with established organizations on joint events.

Report back

Donors who hear what their gift accomplished are more likely to give again. Send updates to donors that are not asks. Publish an annual summary of your work with real figures and your financial statements.

Measure a few things

Track email list size, donor retention, volunteer sign-ups, and where new supporters heard about you. Ignore metrics that do not change decisions.