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What is nonprofit marketing?

A lot of folks in the nonprofit world cringe at the word “marketing.” I think they believe that marketing their organization or their mission will drive away donors, or turn people off because they ask for support, or worse that they’ll have to be “salesy” in order to market effectively. 

I don’t see it that way.

Don’t get me wrong: a communications strategy is valuable because it helps your organization tell its story. It outlines what you want your audience to know about you. But it’s only half the battle. 

Nonprofit marketing tells your story, helps your organization stand out, and most importantly, demonstrates value to drive your audience to action. A top-notch marketing strategy positions your organization as the best way for donors, volunteers, and stakeholders to remedy the problem that your nonprofit intends to solve.

Nonprofit Marketing Myths

Are these three beliefs hindering your organization's success?

Myth #1: "Nonprofit marketing is expensive"

While some nonprofits may have what seems like oodles of money to spend on glossy TV spots and celebrity spokespeople, you probably don’t. That doesn’t mean you have to. Thanks to the advent of digital marketing and cost-effective online tools, even nonprofits with a modest budget can reach the people who care about their cause. Additionally, leveraging word-of-mouth and advocacy can help you impact new people with your incredible work. I’ll be honest: if you’re devoting only 1–2% (or less) of your annual budget to marketing, it’s going to be a lot of work. But if you apply the principles and strategies I teach, you’ll find out just how much a little goes a long way.

Myth #2: "Nonprofit marketing requires a full-time staff member"

Even the busiest executive directors, development or program staff can make a real difference by devoting a small amount of time each week to marketing their mission. I know how strapped for time most nonprofits can be, so I’ve included timesaving tips and speedy strategies so you can begin to see great results right away.

Myth #3: "Nonprofit marketing means being 'Salesy' or pushy"

Contrary to common belief, marketing is not sales. No one likes the pushy car salesman, so you’ll find none of that here. What you will find are helpful strategies for targeting your audience, positioning your organization, and clarifying your message so that you can confidently invite the right people to contribute to your work. 

Nonprofit Marketing Essentials

Clear, Compelling Messaging

If you have trouble answering the question, "What do you do?" in a few short sentences, your donors will be challenged to connect to your mission. A messaging strategy is the foundational element of nonprofit marketing because it clearly articulates what you do, your impact, and more importantly, how your organization is unique. Authentic messaging expresses the personality of your organization while demonstrating that you are uniquely suited to address the big problem you've set out to solve.

A rich, engaging brand

Branding is so much more than a beautiful logo and a catchy tagline. An amazing brand combines five key elements to create an experience that delights and inspires your donors, volunteers, and stakeholders. Most nonprofits excel at the foundational “Why” of branding: mission and vision. But those same organizations may fail to leverage outreach and stewardship effectively, diminishing their impact. If your branding is unclear or uninspiring, you can expect inconsistent results.

Effective, consistent outreach

Many nonprofits suffer from "checklist marketing." Website? Check. Newsletter? Check. Social media? Check. Yet once these platforms have been launched, there's often little review or revision. Content quickly grows stale and stakeholders lose sight of the good you're doing in the world. Effective outreach is so much more than attracting new donors. It's how you consistently share your story to engage stakeholders whether they're prospective donors, clients, or longtime volunteers.

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