Nonprofit marketing can feel overwhelming, especially with limited resources and multiple goals. This checklist simplifies the process into 10 actionable steps that help you connect with supporters, improve collaboration, and track results. Here’s a quick overview:
- Review Current Marketing: Analyze what works and what doesn’t using metrics like engagement and conversion rates.
- Know Your Audiences: Create profiles based on demographics, motivations, and behaviors to tailor your outreach.
- Create Clear Brand Messages: Develop consistent, impactful stories that resonate with your supporters.
- Build Online Presence: Optimize your website, leverage social media, and use basic SEO to expand your reach.
- Create Content Schedule: Plan engaging content around key events and use a mix of formats like stories, updates, and appeals.
- Connect Through Email: Segment email lists and focus on mobile-friendly, personalized campaigns.
- Use Data Tools: Track donor behavior with a central database and measure key metrics like retention and lifetime value.
- Connect Teams: Align marketing, fundraising, and advocacy teams to ensure consistent messaging and shared goals.
- Plan Your Budget: Allocate funds wisely, focusing on staff, digital tools, and measurable outcomes.
- Track and Improve: Regularly review performance data and refine your strategies based on results.
These steps help nonprofits make the most of their resources while building stronger connections with their communities.
Creating A Nonprofit Marketing Plan To Boost Growth In 2023
Step 1: Review Current Marketing
Take stock of your current marketing efforts to identify what’s working, what isn’t, and where there’s room for improvement. This review lays the groundwork for every marketing decision moving forward.
Marketing Review
Start by gathering data from the past year’s marketing activities. Perform a SWOT analysis to evaluate your current position. Key areas to examine include:
- Digital presence: Website performance, social media engagement, email campaign metrics
- Print materials: Brochures, newsletters, and direct mail results
- Event marketing: Outcomes from fundraising events and community outreach
- Partnership efforts: Corporate sponsorships and media collaborations
- Marketing tools: Evaluate software, databases, and automation platforms
This step helps you avoid repeating past mistakes and spot strategies that can grow with your organization. Once you’ve reviewed these areas, shift focus to how your audience interacts with your marketing.
Check Audience Response
Analyze how your stakeholders engage with your marketing using key performance indicators (KPIs):
| Metric | Data | Purpose |
|---|---|---|
| Engagement | Email open rates, social shares, comments | Measures how relevant your content is |
| Conversion | Donation rates, volunteer sign-ups, event attendance | Tracks how effective your calls to action are |
| Retention | Donor retention rate, volunteer return rate | Reflects the strength of ongoing relationships |
| Reach | Website traffic, social media followers, email list growth | Shows how much your audience is expanding |
Set SMART goals for each channel. For instance, instead of saying, "We want more donations", aim to increase monthly recurring donations through a specific email campaign. Tackling one goal at a time with these insights can lead to better outcomes and a sharper strategy.
Step 2: Know Your Audiences
Getting to know your nonprofit’s supporters is key to creating messages that truly connect. By understanding who they are and what drives them, you can create content that speaks directly to their interests and reasons for supporting your cause.
Build Audience Profiles
Creating donor profiles helps you uncover who supports your nonprofit and why. To do this, focus on three main types of data:
| Data Type | Key Details | Purpose |
|---|---|---|
| Demographic | Age, income, location, education | Identifies the basic traits of your supporters |
| Psychographic | Values, attitudes, lifestyle | Explains the motivations behind their support |
| Behavioral | Giving history, preferred channels, engagement level | Shows how they interact with your organization |
Use tools like your donor database, website analytics, and direct interviews with supporters to gather this information. For example, an Alzheimer’s support group might discover that many of their engaged donors are middle-aged professionals personally impacted by the condition.
Group Similar Audiences
Once you’ve built profiles, organize your supporters into groups based on their level of involvement. This makes it easier to customize your communication and manage resources effectively.
Here are some common groups to consider:
- Active Donors: People who donate regularly or make recurring contributions.
- Volunteers: Individuals who give their time and skills to support your cause.
- Corporate Partners: Businesses that offer sponsorships or provide in-kind support.
- Community Advocates: Supporters who spread the word about your mission within their networks.
- Event Participants: Those who attend or contribute to your fundraising events.
Step 3: Create Clear Brand Messages
Once you understand your audience, the next step is crafting a brand message that connects with all your supporters. A clear and consistent message helps donors, volunteers, and advocates grasp your mission and its impact.
Tell Your Story
Your story should highlight real outcomes and resonate emotionally with your audience. To make your narrative effective, focus on these elements:
| Story Element | Purpose | Example from Leading Nonprofits |
|---|---|---|
| Mission Impact | Demonstrates measurable results | UNICEF Canada ties stories to specific programs |
| Beneficiary Voice | Creates emotional engagement | Habitat for Humanity Canada shares family stories |
| Call to Action | Encourages involvement | Canadian Cancer Society emphasizes audience roles |
Use specific examples – like statistics, testimonials, and clear evidence of impact – to make your story compelling.
"Establishing brand guidelines boosts visibility and comprehension. Consistency within the visual and messaging elements of your brand is incredibly effective and will drive awareness and comprehension." – Angela de Burger, Communications Professional
Keep Messages Uniform
A style guide is essential for maintaining consistency across all communication channels. Here’s what it should include:
- Voice and Tone: Define your organization’s personality. Are you professional but approachable? Passionate yet balanced? Bold and direct? Create a checklist to keep this consistent.
- Key Message Framework: Build your messages around your primary program areas. For example, UNICEF Canada uses a pillar-based approach that reinforces their core mission while addressing specific audience needs.
- Visual Standards: Standardize your visual identity to ensure cohesion across platforms. This includes:
- Logo usage and placement
- Color palette
- Typography
- Image style
- Design templates
Step 4: Build Online Presence
Your online presence acts as the central hub for connecting with supporters and driving donations. With 62% of global website traffic coming from mobile devices, having a strong digital strategy is more important than ever for nonprofits.
Update Your Website
A well-designed website is essential for engaging visitors and encouraging action. Here’s how to make it effective:
| Website Component | Purpose | Tips for Implementation |
|---|---|---|
| Mobile Optimization | Ensure usability on all devices | Use responsive designs that adjust to any screen size |
| Clear Navigation | Help users find what they need quickly | Keep content no more than 2-3 clicks away from the homepage |
| Action Buttons | Encourage participation | Place noticeable "Donate" buttons on every page |
| Accessibility | Support all users | Add features for visual and hearing impairments |
Keep your brand voice consistent across all website updates to build trust and familiarity.
"Your website is the foundation upon which your digital marketing and fundraising campaigns are built."
– Nonprofit Tech for Good
Manage Social Media
Social media platforms are key tools for reaching your audience. Choose platforms that align with your goals and audience demographics. For instance, 96% of nonprofits maintain a Facebook Page.
| Platform | Best For | Key Insights |
|---|---|---|
| Broad audience engagement | 65% of B2C brands use it as a top marketing channel | |
| Sharing visual stories | 23% of brands report the highest engagement here | |
| Connecting with corporate donors | Ideal for B2B outreach | |
| TikTok | Reaching younger audiences | 39% of B2C brands are active on this platform |
"If a nonprofit needs corporate donations, the team should turn to LinkedIn. If there’s a youth nonprofit looking to speak to parents, they should leverage Facebook. If the message is informational, YouTube is a great medium."
– Meagan Jackman, President and CMO of The Harkey Group
To maximize your social media impact, consider incorporating basic SEO techniques to improve your visibility.
Use Basic SEO
SEO can help your nonprofit rank higher in search results, making it easier for people to find you online. Here’s how to get started:
- Core Keywords
Identify 3-5 keywords that reflect your mission and programs. Free tools like WordStream and Answer the Public can help you find relevant terms. - Content Structure
Use these keywords in page titles, headers, meta descriptions, URLs, and throughout your content. - Quality Content
Focus on creating clear and engaging content that addresses your audience’s needs.
"SEO is an easy and inexpensive way to increase your nonprofit’s visibility online. But it does require some practice and patience. Nonprofit SEO is a long-term play. But by getting started now, you can reap its rewards by building upon and refining your efforts over time."
Step 5: Create Content Schedule
A clear content schedule helps you stay connected with your audience across all platforms.
Plan for Major Events
Use the calendar below to align your content with important dates:
| Time Period | Key Events | Content Focus |
|---|---|---|
| Q1 (Jan–Mar) | New Year, Valentine’s Day | Stories of community impact, volunteering inspiration |
| Q2 (Apr–Jun) | Memorial Day, Spring Events | Outdoor activities, community engagement |
| Q3 (Jul–Sep) | Back to School, Labor Day | Education initiatives, launching fall programs |
| Q4 (Oct–Dec) | Giving Tuesday, Year-End | Donation drives, year-end impact highlights |
Breaking down your goals into smaller objectives with clear tasks and deadlines can make tracking progress much easier. The next step is to vary your content to keep things interesting.
Mix Content Types
Incorporate different formats to keep your audience engaged:
- Story-Based Content: Share real-life impact stories via blogs, newsletters, and social media.
- Educational Content: Create articles, infographics, and videos that explain your mission or cause.
- Action-Oriented Content: Include donation appeals, volunteer opportunities, and event announcements.
| Content Type | Frequency | Purpose |
|---|---|---|
| Impact Stories | Bi-weekly | Build emotional connections |
| Program Updates | Monthly | Provide progress updates and needs |
| Donor Recognition | Quarterly | Show appreciation for supporters |
| Event Promotions | As needed | Encourage participation |
A strong content calendar should include themes, goals, key dates, and the platforms you’ll use. Be sure to mark deadlines for content that requires extra preparation.
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Step 6: Connect Through Email
Email is still a powerful tool for nonprofits, accounting for 14% of all online revenue and influencing 26% of online donors to contribute. To make the most of it, you need a well-thought-out strategy and regular fine-tuning. A solid email plan works hand-in-hand with your broader marketing goals to boost engagement and donations.
Organize Email Lists
Segmenting your email lists is key to better engagement. Here’s how you can tailor your content:
| Supporter Type | Email Content Focus | Frequency |
|---|---|---|
| Active Donors | Updates on impact, early previews | Monthly |
| Event Attendees | Event invites, volunteer options | Bi-weekly |
| New Subscribers | Welcome series, mission insights | Weekly (first month) |
| Board Members | Strategic updates, insider reports | Monthly |
| Lapsed Supporters | Re-engagement campaigns | Quarterly |
Why bother with segmentation? Because it works. Research shows segmented campaigns get a 15% higher click rate than non-segmented ones. Once your lists are organized, you’re set to improve your email performance.
Improve Email Results
To make your email campaigns more effective, focus on the metrics that matter:
- Welcome emails have an impressive 50% open rate.
- Nearly half (49%) of all emails are opened on mobile devices.
Here’s how to boost your results:
- Mobile-First Design
Ensure your emails look great on smartphones and tablets. With almost half of all email opens happening on mobile, a responsive design is non-negotiable. - Engagement Over Opens
Click-through rates are more reliable than open rates. Use clear calls-to-action (CTAs) and personalized content to encourage meaningful interactions.
| Metric | Industry Average | Ways to Improve |
|---|---|---|
| Click-Through Rate | 1.7% | Use clear CTAs, create engaging content |
| Unsubscribe Rate | 0.18% | Clean your lists, send relevant emails |
| Bounce Rate | 1.09% | Keep contact info updated, authenticate your emails |
For example, New York Cares used automated reminders to successfully re-engage inactive volunteers. It’s small adjustments like these that can make a big difference.
Step 7: Use Data Tools
Once you’ve reviewed your marketing strategies, it’s time to use data tools to back your decisions with real metrics. Data-driven choices can make a big difference for nonprofits.
Set Up a Donor Database
Start by organizing all your donor information in one place. A centralized donor database lets you better understand your supporters and create targeted campaigns. Here’s what your database should track:
| Data Category | Key Information (e.g., contact details, history, preferences) | Purpose |
|---|---|---|
| Donor Profile | Contact details, giving history, communication preferences | Personalized outreach |
| Engagement | Event attendance, volunteer hours, advocacy actions | Multi-channel involvement |
| Campaign Response | Email opens, donation page visits, conversion rates | Marketing optimization |
| Relationship Status | First gift date, last interaction, lifetime value | Retention strategies |
To take it further, integrate your database with these key marketing tools:
- Google Analytics 4 – Tracks site traffic, user behavior, and conversions for free.
- Google Search Console – Monitors search performance and highlights areas to improve.
- Facebook Pixel – Links social media activity to actions like donations on your site.
- LinkedIn Insight Tag – Offers professional demographic data about your supporters.
Once your database is ready, focus on tracking results through key performance metrics.
Measure Results
Measuring results helps you focus on strategies that deliver the best outcomes. Studies show that donors who engage both online and offline are over three times more valuable than those who only engage offline. Keep an eye on these metrics:
| Metric | Target | Why It Matters |
|---|---|---|
| Donor Retention Rate | >45% | The industry average is 40–45%; digital-first nonprofits often reach 53%. |
| Donor Acquisition Cost | Track by channel | Acquiring new donors costs up to 5 times more than retaining existing ones. |
| Donor Lifetime Value | Per segment | Recurring donors are 9 times more valuable than one-time donors. |
| Marketing Channel ROI | Conversion rates | Helps allocate resources to the most effective channels. |
For instance, CaringBridge boosted donations by 28% with improved value-proposition copy, while Compassion International achieved a 9.7% increase by A/B testing their donation buttons.
Take advantage of free trials and nonprofit discounts to save on costs:
- Screaming Frog SEO Spider – Free limited version; full version costs about $200/year.
- Sprout Social – Offers a 30-day free trial for social media analytics.
- Ahrefs – Try it for 7 days at $7 to explore its SEO features.
Step 8: Connect Teams
To run a successful nonprofit marketing strategy, internal teams need to work together seamlessly. Breaking down departmental barriers ensures your messaging stays consistent both internally and externally. This step focuses on uniting teams to support a shared marketing approach.
Align Team Goals
Different departments often have overlapping goals. Here’s a breakdown of shared opportunities and benefits:
| Department | Shared Opportunities | Benefits |
|---|---|---|
| Marketing | Brand awareness, engagement metrics | Consistent messaging |
| Fundraising | Donor acquisition, retention | Stronger donor relationships |
| Advocacy | Community impact, policy change | Increased supporter engagement |
| Volunteer Management | Resource optimization | Enhanced program delivery |
Develop a joint marketing and fundraising plan that outlines shared objectives and ensures everyone is working toward common goals.
"Structuring nonprofit marketing and fundraising departments in a way that fosters collaboration rather than competition is essential for the success of any nonprofit"
To keep teams aligned, consider these actions:
- Set shared OKRs (Objectives and Key Results)
- Hold joint editorial meetings
- Create a unified campaign calendar
- Train team members on essential tools
- Use a shared CRM system for better coordination
Next, focus on how your teams’ strengths can naturally complement each other to expand your impact.
Find Overlap Between Teams
Volunteers can become donors, and advocates might help promote events. During fundraising efforts, marketing can focus on securing corporate partnerships, while development teams work on sponsorships.
Here are some ways to improve coordination across teams:
- Use shared digital folders for case studies and resources
- Collaborate on supporter data to identify engagement trends
- Develop a common vocabulary guide for consistent messaging
- Hold weekly cross-team meetings
- Celebrate achievements together to build morale
Proven collaboration strategies include:
| Strategy | Implementation | Expected Outcome |
|---|---|---|
| Joint Planning | Weekly coordination meetings | Aligned messaging and timing |
| Resource Sharing | Shared content calendar | Better use of resources |
| Cross-Training | Monthly skill-sharing sessions | Stronger team capabilities |
| Data Analysis | Combined reporting dashboards | Smarter decision-making |
| Success Tracking | Unified metrics framework | Increased accountability |
Keep communication open, regular, and respectful to ensure teams stay connected and productive.
Step 9: Plan Your Budget
Nonprofits typically dedicate only 5%–15% of their total budgets to marketing, communications, and fundraising efforts combined.
Focus on Results
Instead of relying on past spending habits, base your budget on specific goals that align with your organization’s priorities. Here are key areas to consider:
- Staff Salaries: Make this your largest expense to attract and retain skilled team members.
- Digital Investments: Prioritize your website, social media, and email campaigns.
- Content Creation: Allocate funds for blog posts, videos, and case studies.
- Analytics: Set aside resources to measure ROI and track performance.
- Traditional Media: Use sparingly, ensuring it directly supports your outreach goals.
"Nonprofits are left so hungry for decent infrastructure that they can barely function as organizations – let alone serve their beneficiaries. The cycle starts with funders’ unrealistic expectations about how much running a nonprofit costs, and results in nonprofits’ misrepresenting their costs while skimping on vital systems – acts that feed funders’ skewed beliefs." – Stanford Social Innovation Review
Staff compensation is especially important. For example, nonprofit communications coordinators earn about $7,500 less annually than their for-profit counterparts, while corporate Marketing Directors make roughly $23,853 more. To stretch your budget further, take advantage of cost-saving tools.
Find Free Resources
Many free and discounted tools are available specifically for nonprofits. Consider these options:
- Digital Marketing: Google Ad Grants provides up to $10,000 per month in ad credits for eligible nonprofits.
- Professional Development: Nonprofit Tech for Good offers certificate programs for around $100.
- Technology Tools: Access discounted software through TechSoup partnerships.
- Content Creation: Canva’s Nonprofit Program offers premium design tools for free.
- Email Marketing: Mailchimp’s Nonprofit Program provides reduced rates for email campaigns.
"A man who stops advertising to save money is like a man who stops a clock to save time"
Review your budget monthly or quarterly to ensure it reflects measurable results and any changes in organizational needs. This approach helps keep your spending effective while staying financially responsible.
Step 10: Track and Improve
Nonprofit marketing requires constant monitoring and tweaking. Regularly reviewing your efforts ensures you’re making the most impact.
Set Clear Goals
Define measurable objectives using these seven KPIs:
- Net Asset Growth
- House File Growth
- Cost Per New Donor
- Donor Lifetime Value
- Annual Revenue Run Rate
- Active Donor Count
- New Donor Acquisition
"By using a handful of metrics that everyone agrees on, you can help organize tasks, rally the team and get everyone focused on the right kind of work to support those KPIs." – Chris Foster, Vice President of Business Development, Modern Postcard
Choose three metrics that align with your current goals and marketing performance. Regularly review these metrics to identify areas that need improvement.
Analyze Your Results
Once your goals are in place, use performance data to refine your approach. Focus on the following areas:
Website Performance
Monitor email sign-ups, donations, and volunteer submissions using tools like Google Analytics. Pay attention to conversion rates and how users navigate your site.
Campaign Effectiveness
- Compare performance across different marketing channels
- Determine which content drives the best results
- Track where donations and volunteer sign-ups are coming from
Ask yourself these questions when reviewing data:
- Did we achieve our goals?
- Which strategies worked best?
- How have the numbers changed over time?
- Are there patterns in successful campaigns?
Use these insights to adjust your approach. For instance, if your volunteer sign-up page has a high abandonment rate, simplify the form or include compelling impact stories. If email campaigns are outperforming social media, allocate more resources to email marketing.
Next Steps
You now have a solid plan – time to put it into action. Research shows nonprofits can achieve great results even without hiring a marketing agency. The trick is to apply these strategies step by step and keep an eye on how well they work.
Start by selecting the best marketing channels for your organization:
| Channel Type | Best Uses | Key Benefits |
|---|---|---|
| Web & Email | Donor engagement, volunteer recruitment | Affordable and easy to track results |
| Social Media | Community building, event promotion | Instant interaction, broader audience reach |
| Traditional Media | Local awareness, credibility building | Builds trust and reaches diverse groups |
| Visual Content | Storytelling, impact demonstration | Boosts engagement (57% of video viewers donate) |
Visual content is especially effective for grabbing attention and driving action. Videos, in particular, have a significant impact – 80% of CauseVox‘s most successful campaigns rely on video content.
"Marketing is simply how we communicate those offerings. We engage donors and supporters by telling stories about the work we do, and how we’re changing the world." – Team CauseVox
To create these impactful stories, use donor data and audience insights. Here’s a simple timeline to help you roll out these strategies:
- First Month: Evaluate your current marketing efforts and set baseline metrics.
- Second Month: Create audience profiles and define your brand messaging.
- Third Month: Launch campaigns across the chosen channels.
- Ongoing: Regularly review performance data and tweak your approach as needed.