With a targeted communication strategy, non-profit organizations make their mission visible and gain supporters. But how does nonprofit marketing differ from commercial marketing? What measures lead to success in the philanthropy sector? Here is an overview of the most important steps to an effective nonprofit marketing strategy.
What is nonprofit marketing?
Nonprofit marketing refers to the strategic communication of nonprofit organizations with the aim of attracting supporters, generating donations and making the organization’s mission known. The marketing strategy varies depending on the type of fundraising:
– Foundation fundraising often focuses on applications, thought leadership, relationship management and PR.
– Public fundraising is aimed more at directly addressing specific target groups – whether to acquire donations, recruit volunteers or raise awareness of a social issue.
In contrast to commercial marketing, public fundraising does not focus on corporate profit, but on creating a strong community of supporters in order to achieve impact and commitment. In addition to a marketing plan for nonprofits, this requires emotional stories, transparent communication of goals and a personal approach to the target group.
How do I create a marketing plan for nonprofits?
A structured marketing plan for nonprofits helps to make effective use of an organization’s often limited resources. The following steps are essential for a targeted and effective communication strategy:
1. define goals: Lay the foundation with a clear objective. Use the SMART formula for specific, measurable, achievable, realisticand time-boundgoals. For example, a SMART goal could be to increase online donations by 20% by the end of the year compared to the previous year. Make sure you define clear KPIs (key performance indicators) with which you want to measure the success of your measures.
2. analyze the target group: Create detailed target group profiles that take into account the needs and interests of potential donors.
3. develop messages: Formulate clear and authentic core messages that convey the mission and added value of the NPO while resonating with the target groups.
4. determine the budget: Plan the budget carefully. This also applies to low-cost or even free measures such as social media or volunteer supporters who may need training, materials or tools for content creation.
5. select digital channels: Determine the appropriate digital platforms to reach the target group. Set priorities in order to use resources efficiently.
6. plan content: Create a content plan with a clear schedule, responsibilities and targeted content and its formats (image, video) for the various channels. This could be emotional portraits, experience reports or project successes, for example.
7. implement measures: Start the planned To Dos. Stay in contact with the target groups and, if necessary, adapt the communication on an ongoing basis.
8. measure success: Evaluate the KPIs defined at the beginning (such as reach, click figures or donation totals) to monitor progress and adjust the marketing plan accordingly if necessary.
How do I analyze and define my target group?
Marketing means that all decisions and actions of an NPO are geared towards its target groups. Compared to private companies, nonprofits usually address several target groups at the same time. Depending on the organization, these can be donors, clients, partner organizations or political actors. The state also plays an important role, as it creates the legal framework and issues permits.
A central component of any nonprofit marketing strategy is therefore to define and understand the various stakeholder groups through target group research. This means knowing their needs, challenges, preferences and behaviors. Try to find out as much as possible about the interests, problems and (online) behavior of your target groups. You can do this by conducting interviews or surveys, evaluating analytics tools or studying studies and reports from the sector.
It is then advisable to create personas – i.e. profiles of potential supporters. These profiles contain information on the donor’s age, gender, place of residence, interests, character traits, communication preferences or support behavior. The more detailed the profiles are, the better an NGO’s messages can be adapted and relevant channels can be used to reach the defined target groups.
It is important to note that the target groups are approached differently depending on the fundraising focus. Private individuals, who usually donate smaller amounts, typically respond more to emotional stories and are easy to reach on social media. Here is an example of a donor profile:
– Name: Nadine
– Gender: Female
– Age: 28 years
– Activity: Private person with no professional connection to philanthropy
– Interests: Fitness, environmental protection, animals, human rights
– Goal: Would like to be addressed emotionally and improve the world (also visible on social media)
– Active on: Instagram, Facebook (private)
In contrast to private individuals, major donors, companies and grant-making foundations act more strategically. They value well-founded information, data-based impact reports and often appreciate the personal exchange with nonprofits.
Tip:
Use surveys or data analyses to regularly update the target group profiles. The sector is constantly evolving – and so are the target groups.
What are the best digital channels for nonprofits?
Digital channels are a particularly good way for nonprofits to reach their target groups with minimal effort and to build long-term loyalty. Different channels are suitable depending on the strategy, target group and objectives:
Social media: Suitable for direct communication with supporters
– Instagram and TikTok: Emotional, visual content and live communication with younger target groups
– Facebook: Direct dialog with supporters in groups, promotes community building
– LinkedIn: Professional networking and partnership building
Content marketing: Insights into the NPO’s fields of activity, e.g. blog articles or videos that can also be reused in other channels
Email marketing: Direct and regular updates and targeted campaigns that encourage target groups to take specific actions
SEO (search engine optimization): Use relevant keywords on your website for better visibility in search engines
Digital Ads / SEA (Search Enginge Advertising): Paid ads on Google or social media, for increasing reach or targeted fundraising campaigns
Tip:
Always follow the latest SEO guidelines (Search Engine Optimization) when creating content. This will maximize the visibility of your content in search engines and reach more potential donors. The bootcamp “Profile Workshop & SEO – Digitally visible and convincing” provides valuable insights and practical tips for developing an SEO strategy and implementing it effectively.
How do I use my presence on StiftungSchweiz?
The StiftungSchweiz platform supports organizations in presenting themselves professionally, presenting projects, researching and networking with relevant foundations. Used correctly, the platform becomes a central tool in non-profit marketing.
Make organization and goals visible:
Create a meaningful profile for your organization and projects. Focus on content with concrete goals: This could be moving stories, inspiring portraits or meaningful images to clearly communicate your mission.
Reach potential supporters:
A mere presence on StiftungSchweiz is not enough! Actively share your organization’s profile and associated fundraising activities via social media channels or email campaigns or newsletters. In this way, the reach of other platforms can be used to create awareness and reach new target groups.
Network with relevant foundations:
StiftungSchweiz offers a network function that enables NPOs to make targeted contact with potential partners and build sustainable relationships with foundations that share their goals. Organizations can submit requests directly via the platform and process them easily.
