5 Tips for Non-Profit Marketing Success
Non-profit leaders continue to face the ongoing challenges of fundraising in an increasingly competitive market. But the most recent “Non-profit Leadership Impact Study” from Non-ProfitPRO shows that when NPOs have a strategy in place, things go much better. While the study covers leadership issues ranging from staffing to board management, many findings tie directly into marketing communications.
Study: What are non-profit’s marketing challenges today?
Difficulty acquiring donors (41%)
Lack of resources (40%)
Awareness among potential donors (28%)
These issues can be positively addressed with intelligent donor acquisition and retention strategies, helped along by high-quality, impactful donor communications.
Here are five steps to an impactful campaign:
1. Develop a strategy
More than half (53%) of non-profits have no in-depth strategic plans for fundraising initiatives at the start of each fiscal year. For the best chance at success, it’s time to get a strategy in place.
2. Prioritize retention & personalization
Only 10% of non-profits believe that their biggest challenge is retaining donors. However, no organization can succeed in acquisition alone. Make sure you’re using personalization in your marketing to connect with the recipient.
3. Value engagement
Engaging donors and keeping them involved in your mission is as important as direct fundraising. The more donors feel invested in what you are doing, the more likely they will give. That’s why regular non-fundraising communications are critical to your mission, too.
4. Focus on monthly giving
Annual and spontaneous gifts are great, but NPOs need to prioritize monthly giving they can count on. Only 29% of non-profits are engaging donors through monthly giving recruitment efforts. Even fewer — 16% — are prioritizing an increase in recurring gifts. To keep the challenge of “lack of resources” out of the number one spot, monthly giving needs to be a significant focus.
5. Engaging and educating the board
Board members are a critical component of an NPO’s fundraising strategy. Yet 43% of NPOs say that “establishing clear roles/expectations of each board member” is a challenge, as is “ensuring that each member has an understanding of fundraising” (41%). Board members’ responsibilities are often communicated verbally during recruitment, but too often, they aren’t put into writing where board members can refer back to them. Get those expectations in print!
For an NPO, reshaping priorities and establishing a donor acquisition and retention strategy can have a tremendous payoff. Want success this year? Make these a priority!
Aradius Group is a commercial printing company that specializes in marketing strategy, specifically with direct mail, based out of Omaha, NE.