Nonprofit Marketing And Communications
Uncover the keys to impactful marketing and compelling communications with our extensive collection of training video courses–tailored to meet the needs of nonprofits. Immerse yourself in learning about effective branding, content strategy, social media engagement, and beyond. Each of these lessons, guided by seasoned nonprofit professionals, will provide you with a deeper understanding of the unique marketing landscape nonprofits navigate, and equip you with practical skills to communicate your mission convincingly. You’ll learn how to amplify your organization’s voice and make it resonate with potential donors, volunteers, and the communities you serve. Dive deep into topics like creating inspiring narratives, building influential marketing campaigns, and leveraging the digital world to reach broader audiences.
Julia Patrick, CEO of the American Nonprofit Academy, shares her insights about the importance of nonprofits effectively communicating their missions and activities to the community, underscoring the importance to build awareness, foster collaborations, and secure support. The conversation looks into the reasons behind this need for improved communication and practical steps to achieve it.
Julia explained that her motivation to address this issue arose from her experiences in distributing prestigious funding opportunities. She found that seasoned nonprofit professionals often lacked a comprehensive understanding of what various nonprofits were doing in their community, even though they acknowledged their positive impact. Co-host Jarrett Ransom adds that missions and programs can change over time, making it crucial for organizations to keep their communities informed about their evolving roles.
Julia introduced the concept of a "leadership list" – a curated database of stakeholders, opinion makers, community leaders, partners, vendors, and more. This list serves as an asset for marketing and communication, helping nonprofits stay connected with key figures in their community and share their stories effectively.
The interview also explored the role of board members and executive leaders in promoting the organization's mission within the community. Julia encouraged the nomination of these individuals for community awards to raise the profile of the nonprofit and attract potential donors and collaborators.
Additionally, Julia discussed the significance of a fact sheet summarizing key impact metrics and fast facts about the organization. This sheet can be shared digitally, posted on the website, or distributed in print to help control the narrative and ensure accurate information reaches the community.
In a surprising twist, Ransom proposed using email signature blocks to link to the fact sheet, providing an additional avenue for community members to access essential information about the nonprofit.
The CEO of Productive Fundraising, Chad Barger, leads this captivating primer on donor stewardship, done with creativity and affordability in mind.
Chad begins with highlighting a key issue: too many nonprofits prioritize acquiring new donors and overlook nurturing the ones they already have. The key to retaining donors? Consistent, multi-channel communication. It's not enough to rely solely on emails and social media, and Chad emphasizes the power of physical mail, especially personalized die-cut postcards, which will stand out from the crowd at the mailbox and create memorable experiences for donors.
Board members also play a crucial role in stewardship. Chad suggests involving every board member, regardless of their fundraising comfort level, in this process. He shares brilliant strategies, like assigning board members to thank donors during events or having them make donor thank-you calls, which can lead to a significant 39% increase in future donations.
Chad's advice doesn't stop there. He encourages organizations to take donors behind the scenes, offering immersive experiences to connect them with the cause. Whether it's a tour or hands-on involvement, these experiences create powerful connections.
Lastly, for donors who are more challenging to engage, Chad recommends using the power of our smartphones. He provides a fun example of personalized video messages directly from staff members which can be a game-changer in making donors feel appreciated and involved.
So, the key message: Don't worry about being too small; worry about being silent when it comes to donor stewardship. Get creative, involve your board members, and use every tool at your disposal to delight your donors.
Our host welcomes James Goalder, the Partnerships Manager at Bloomerang, to discuss an intriguing topic: the $25 donor experience experiment. The experiment aimed to explore how nonprofit organizations interact with donors who make small $25 donations. The conversation highlights the importance of providing a positive donor experience to retain and engage supporters, offering insights and actionable recommendations for NPO’s and NGO’s to enhance their donor interactions.
James begins by explaining the research was initiated by a friend and colleague, who used to donate $25 to various organizations and track their responses. James decided to conduct a similar experiment but focused on national accounts, including Feeding America, Humane Society, Boys and Girls Club, Habitat for Humanity, Free Clinics, and Meals on Wheels.
The experiment involved James donating $25 to 50 organizations in each category, across all states. He assessed the online donation process, including the ease of finding the donate button and the functionality of the donation forms. After donating, he evaluated the thank-you process, which led to several noteworthy findings.
James revealed that the donor experiences varied significantly among organizations. Some had streamlined and user-friendly processes, while others had broken links and frustrating experiences. He emphasized the importance of organizations reviewing their online donation process from a donor's perspective and fixing any issues.
One significant discovery was that only 10% of organizations offered payment options other than credit cards, such as ACH bank draft, Apple Pay, Google Wallet, or Venmo. James highlighted the importance of diversifying payment options to accommodate donors who may not have credit cards.
Furthermore, James discussed the impact of landing pages after donations. About 58% of organizations redirected donors to third-party pages, which can be disorienting and reduce the chances of engagement. James stressed the value of keeping donors on the organization's website after a donation, making it easy for them to explore further.
Regarding post-donation engagement, James found that less than 1% of organizations followed up with invitations to volunteer or attend events. He suggested that organizations should take advantage of these opportunities to engage and retain donors.
In terms of thanking donors, James observed that less than 20% of organizations sent hard copy thank-you letters. He encouraged organizations to implement a purposeful and diverse communication strategy, involving emails, personalized messages, and thank-you phone calls.
Finally, James recommends that organizations periodically review their donor communication cadence and seek feedback from donors to improve their processes. He emphasizes that this evaluation should happen whenever new technology tools are introduced or at least on an annual basis.
In this delicious interview, CEO and founder Frederic Laforge of "The Farmers Truck" joins host Jarrett Ransom to discuss their mission and impact.
Discover how this innovative organization is transforming communities by addressing food insecurity through mobile produce markets--from the history of how it all began to the social impact they're making.
Learn how The Farmers Truck's mobile markets are bringing fresh, nutritious food to underserved areas, improving community health, and fostering social connections.
Find out about the thoughtfully designed trucks, their rental options, and the commitment required to launch a program in your community.
Like a juicy red apple, you’ll enjoy this conversation and hear more about the inspiring work being done to combat food deserts and create healthier, more connected communities. Visit their website at TheFarmersTruck.com to learn more about this incredible initiative.
Watch this enlightening conversation with Elias Puurunen, the founder of Tractus Events, as we take a dive into the transformative shifts in the world of nonprofit events and conferences. Hailing from Ontario, Canada, Elias brings a wealth of insights that challenge the traditional approaches and invigorate a new era of event planning.
In a world that's rapidly changing, Elias emphasizes the importance of rethinking the ways nonprofits engage their communities. Traditional yearly events might no longer suffice, as he encourages organizations to adopt a dynamic event portfolio strategy. Gone are the days of one-size-fits-all events; instead, Elias envisions a diverse mix of in-person, virtual, and hybrid experiences that cater to various needs and engage participants throughout the year.
With his deep expertise, Elias shines a light on the realities of event production. He unveils the complexities and costs of hybrid events, where the convergence of in-person and virtual components demands meticulous planning and resource allocation. He draws attention to the challenges posed by ever-evolving technology, shifting trends, and the need for meticulous budgeting.
Elias advocates for a fresh perspective on community engagement, suggesting platforms like Discord as alternatives to foster year-round connections. He urges nonprofits to harness the power of virtual events as testing grounds for new ideas, content delivery, and even revenue generation, citing success stories that highlight the immense potential of online gatherings. Don't miss out on this thought-provoking discussion that promises to reshape your approach to nonprofit events and conferences.
Hawwa Muhammad, the CEO of Pink Trumpet, joins "The Nonprofit Show" to discuss the intricate world of celebrity philanthropy. Pink Trumpet is a company that supports nonprofit organizations by helping them turn their ideas into impactful realities. Hawwa shares her journey, explaining why she founded Pink Trumpet in 2015. She recognized that while nonprofits have plenty of ideas, they often lack the implementation and resources to bring those ideas to fruition. With Pink Trumpet, she aimed to bridge this gap and assist organizations in getting off the ground effectively.
Hawwa delves into the world of celebrity philanthropy, offering insights into working with celebrities and athletes in partnerships that benefit nonprofit causes. She explains that celebrities look for consistency and a track record in organizations they choose to support. Often, celebrities have a team that manages their philanthropic efforts, emphasizing the importance of due diligence to ensure positive impacts and reputation management.
The conversation also explores how celebrities and organizations can drive positive media exposure from their partnerships. Hawwa emphasizes the need for transparent communication between both parties, clear intent, and strategies that align with the philanthropic goals of all involved.
The interview concludes with discussions about leveraging social media, the rise of influencer philanthropy, and the importance of maintaining a consistent and informed approach when seeking celebrity partnerships for nonprofits.
For more information about Pink Trumpet and their work, visit their website at pinktrumpet.co
Watch this enlightening conversation with Elias Puurunen, the founder of Tractus Events, as we take a dive into the transformative shifts in the world of nonprofit events and conferences. Hailing from Ontario, Canada, Elias brings a wealth of insights that challenge the traditional approaches and invigorate a new era of event planning.
In a world that's rapidly changing, Elias emphasizes the importance of rethinking the ways nonprofits engage their communities. Traditional yearly events might no longer suffice, as he encourages organizations to adopt a dynamic event portfolio strategy. Gone are the days of one-size-fits-all events; instead, Elias envisions a diverse mix of in-person, virtual, and hybrid experiences that cater to various needs and engage participants throughout the year.
With his deep expertise, Elias shines a light on the realities of event production. He unveils the complexities and costs of hybrid events, where the convergence of in-person and virtual components demands meticulous planning and resource allocation. He draws attention to the challenges posed by ever-evolving technology, shifting trends, and the need for meticulous budgeting.
Elias advocates for a fresh perspective on community engagement, suggesting platforms like Discord as alternatives to foster year-round connections. He urges nonprofits to harness the power of virtual events as testing grounds for new ideas, content delivery, and even revenue generation, citing success stories that highlight the immense potential of online gatherings. Don't miss out on this thought-provoking discussion that promises to reshape your approach to nonprofit events and conferences.
In this lively and informative Show, communications strategist Nickelina Noel shares her expertise on creating a robust communication strategy for nonprofits. The discussion delves into five essential tips that nonprofits can use to improve their communication efforts.
Noel starts by emphasizing the importance of setting measurable objectives for a communication strategy. She defines a communication strategy as a comprehensive outline of outcomes an organization aims to achieve. To create these objectives, she suggests using the "5W's" approach (Who, What, When, Where, and Why) commonly used by journalists to answer crucial questions about the target audience, message, timing, channels, and purpose. Additionally, Noel introduces the concept of "SMART" objectives, which stands for Specific, Measurable, Achievable, Relevant, and Time-bound.
The next tip centers around identifying the target audience. Noel highlights the need to create audience profiles based on factors like donor segments, volunteers, advocates, and corporate partners. By understanding their preferences and behavior, nonprofits can better tailor their messages to resonate with different groups effectively.
Crafting compelling messages comes next on the agenda. Noel explains that messages should be clear, consistent, and reinforce the organization's mission and values. Tailoring messages to different audiences allows nonprofits to engage effectively with their diverse stakeholders.
Moving on to the channels, Noel recommends a mix of traditional and digital platforms. Nonprofits should consider their target audience's preferences and behaviors when choosing channels for communication. Measuring engagement rates on various platforms, such as social media and email marketing, can help fine-tune the strategy.
The Show concludes with a discussion of the importance of regularly measuring and fine-tuning the communication strategy. Noel emphasizes the significance of monitoring key performance indicators (KPIs) beyond just fundraising goals. By identifying what works and what needs improvement, nonprofits can continuously adapt and improve their communication efforts.
Lauri Hennessy, the Pacific Northwest Executive Director of One Love, a national foundation focused on promoting healthy relationships, discusses crisis communication and the importance of being prepared for potential crises in the nonprofit sector. She emphasizes the need for preparedness, transparency, and proactive communication to maintain trust and effectively manage crises. With a well-developed crisis communication plan and a focus on building relationships with stakeholders and the media, nonprofits can navigate crises successfully and emerge stronger.
Lauri emphasizes that crises are not a matter of "if," but "when." Every organization will face a crisis at some point, and it is crucial to have a plan in place to handle it effectively. She highlights the need for transparency and proactive communication during times of duress, as crises can erode public trust and support for an organization. The primary goal of crisis communication is issuing a sincere and timely apology. Lauri stresses the importance of 1) apologizing quickly, 2) taking accountability, and 3) outlining the steps the organization will take to rectify the situation or prevent it from happening again.
The interview also covers the significance of the internal audience in crisis communication. Lauri believes that the internal audience, including staff, board members, and volunteers, is the most critical during a crisis. Their support and advocacy are instrumental in mitigating damage and maintaining public trust.
The discussion continues with a focus on key stakeholders, such as funders, donors, government contractors, and elected officials and how to create a matrix that outlines these stakeholders and their priorities, ensuring that communication efforts are targeted and well-coordinated. Lauri recommends developing a detailed plan with different scenarios, including the matrix that maps out the timing and methods of communication for various audiences. She emphasizes the need for fast and accurate responses in the age of social media, where information spreads rapidly.
The Nonprofit Show host Julia Patrick, interviews Rafi Norberg, the President of Nexus Marketing, about the importance of becoming an industry influencer in the nonprofit sector. Rafi, who leads a digital marketing agency specializing in reaching mission-driven audiences, underscores the significance of influencers in the nonprofit sector. By building partnerships with influencers and utilizing various digital platforms, nonprofits can enhance their reach, gain valuable insights, and amplify their impact. Becoming an industry influencer allows individuals to contribute to their organization's mission while also nurturing their professional growth. Ultimately, leveraging influence.
Rafi begins by explaining the core focus of Nexus Marketing, which is to help businesses reach nonprofit professionals, associations, and educational groups through digital marketing strategies. To accomplish this, the agency dedicates a significant amount of time to understanding the different mission-driven markets and connecting with influencers within those markets. By identifying win-win opportunities between influencers and brands, Nexus Marketing has built a vast network of influencers that they work with to support their clients' goals and increase exposure.
The discussion then jumps into the value of influencers for both nonprofits and individuals. From an organizational standpoint, influencers offer a refreshing alternative to traditional institutional channels. In the past, nonprofits primarily relied on a handful of publications or conferences featuring speakers from large, well-funded organizations. However, with the rise of influencers, there is now a broader range of voices and perspectives available. Nonprofits can learn from influencers who represent different organization sizes, causes, and backgrounds, gaining insights into various challenges, successes, and trends within the nonprofit sector.
Rafi emphasizes that finding influencers whose advice resonates with an organization can be a valuable source of learning and inspiration for both leaders and employees. Additionally, tuning in to influencers' content can serve as a professional development tool, enabling individuals to build their own audience and personal brand outside of their organization.
As the conversation shifts to platforms where influencers are active, Rafi acknowledges the enduring relevance of traditional channels. These avenues continue to be important for gaining exposure and sharing expertise. However, he highlights the emergence of new media platforms, particularly podcasts and webinars, that cater specifically to the nonprofit sector. Rafi mentions "The Nonprofit Show" as an example, (Thank you Rafi!) where industry experts are invited to share their unique perspectives and engage with a wide audience. Leveraging these new media platforms provides nonprofits and individuals with opportunities to amplify their messages, connect with like-minded individuals, and establish themselves as thought leaders.
Lashonda Williams, as the Associate Director of Alumni Engagement and Annual Giving at South Texas College of Law Houston, describes the significance of building relationships with students during their academic journey, the role of stewardship through affiliation in fostering alumni philanthropy, and the long-term benefits of engaging alumni beyond graduation. LaShonda highlights the significance of maintaining communication with students during their time at the school and mentions the successful implementation of a student giving day and senior gift challenge to encourage philanthropy among students. She also shares the value of stewardship by connecting scholarship recipients with their donors, creating meaningful experiences, and cultivating relationships that extend beyond graduation.
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LaShonda further explains that fostering student engagement is the foundation for building a productive alumni donor base. She mentions the role of student organizations and individual connections in the philanthropic space. LaShonda emphasizes the importance of making students aware of the significance of philanthropy and how it supports their education. She discusses the impact of scholarships and the need to connect scholarship recipients with their donors to foster stewardship, gratitude, and mentorship.
LaShonda mentions the importance of starting the alumni relationship while students are still attending the institution and collecting updated contact information. She suggests delivering alumni SWAG as a recognition of their first gift and other ways to create opportunities for alumni to provide feedback on their priorities and interests.
The hosts, Julia Patrick and Jarrett Ransom, also give a “Tip of the Hat” to the South Texas College of Law's centennial celebration and the achievement of reaching 100 years as the oldest law school in Texas.
Lashonda Williams, as the Associate Director of Alumni Engagement and Annual Giving at South Texas College of Law Houston, describes the significance of building relationships with students during their academic journey, the role of stewardship through affiliation in fostering alumni philanthropy, and the long-term benefits of engaging alumni beyond graduation. LaShonda highlights the significance of maintaining communication with students during their time at the school and mentions the successful implementation of a student giving day and senior gift challenge to encourage philanthropy among students. She also shares the value of stewardship by connecting scholarship recipients with their donors, creating meaningful experiences, and cultivating relationships that extend beyond graduation.
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LaShonda further explains that fostering student engagement is the foundation for building a productive alumni donor base. She mentions the role of student organizations and individual connections in the philanthropic space. LaShonda emphasizes the importance of making students aware of the significance of philanthropy and how it supports their education. She discusses the impact of scholarships and the need to connect scholarship recipients with their donors to foster stewardship, gratitude, and mentorship.
LaShonda mentions the importance of starting the alumni relationship while students are still attending the institution and collecting updated contact information. She suggests delivering alumni SWAG as a recognition of their first gift and other ways to create opportunities for alumni to provide feedback on their priorities and interests.
The hosts, Julia Patrick and Jarrett Ransom, also give a “Tip of the Hat” to the South Texas College of Law's centennial celebration and the achievement of reaching 100 years as the oldest law school in Texas.
Milan Kordestani, the author of a new book called "I’m Just Saying", is interviewed about his fresh views on civil discourse in divided communities-- with the aim of fostering understanding and meaningful conversations beyond preconceived notions. Milan explains that many conversations today result in division and frustration because people focus on proving their own points rather than building relationships or finding common ground. He believes that social media and digital communication have contributed to the challenges in effective communication and connection.
The conversation touches on the importance of finding commonalities and building relationships, even in the face of disagreement. Milan shares his perspective that civil discourse has been impacted by social media and the fear of voicing dissenting opinions. He emphasizes the need for active listening and reflection as tools for productive conversations, urging people to ask "why" and understand different perspectives. The goal is to empathize with others and connect with them, rather than simply agreeing to disagree.
The hosts discuss the current state of civil discourse and the challenges posed by technology and social media platforms that curate content based on users' preferences. They also touch upon the role of advertising and marketing in civic discourse, highlighting both the positive and negative impacts.
The conversation shifts to the importance of evolving and being open to learning and growth. Milan emphasizes the willingness to be wrong and change one's opinions when presented with new information. He believes that teaching these values in schools and inspiring others through personal examples can help shift the paradigm of civil discourse.
The thought provoking episode concludes with a discussion on the diminishing number of close friends and the need for tools to work through personal issues and differences. Milan recommends active listening and reflection as crucial tools for navigating conversations. Find out more in the book. . . . “I’m Just Saying”.
Jess Campbell, CEO of Out in the Boons, discusses the need for nonprofits to invest in donor engagement during the summer months through thoughtful and consistent email communications. By nurturing relationships with donors and providing updates on the impact of their contributions, nonprofits can set themselves up for success during the year-end giving season.
Jess addresses the misconception that summer is a slow period for fundraising by citing the Giving Report, which shows a decline in giving across the United States.
The conversation emphasizes the importance of building relationships with donors and providing meaningful updates on how their contributions have made an impact. Jess suggests sending personalized emails to donors, thanking them for their previous contributions and explaining how their donations have been used to support specific initiatives. She emphasizes the need for transparency and closing the information gap between donors and nonprofits.
Regarding email marketing, Jess highlights the benefits of email as a channel for communication and fundraising. She explains that email marketing has a higher return on investment compared to social media and provides nonprofits with more control over their messaging. Jess recommends increasing the frequency of email communications to at least one email per week, or ideally, two emails per month, to ensure consistent engagement with donors.
Jess also emphasizes the importance of effective segmentation in email marketing. She suggests tailoring emails to different donor segments based on their giving history, such as end-of-year donors, lapsed donors, or monthly donors. By personalizing the messaging and focusing on specific segments, nonprofits can enhance donor engagement and build stronger relationships.
Furthermore, Jess advises nonprofits to focus on click-through rates rather than open rates to craft compelling subject lines and create curiosity to entice donors to click through and engage with the content of the emails.
Karrie Wozniak, Chief Marketing Officer, and Kelly Vasquez-Hague, Vice President of Marketing, from OneCause.com, discuss their recently completed research on the importance of understanding donor demographics and their motivations to tailor fundraising strategies effectively. This Show focuses on the 2023 Giving Experience Study, a research project that examines the changing landscape of giving, especially in the context of social donors.
The study, now in its fourth year, was conducted in partnership with Edge Research, a firm based in the Washington, DC area. The research involved a representative sample of 1,100 social donors from various demographic groups, ensuring an accurate representation of the larger population. The study aimed to provide valuable insights for nonprofits on how donors are engaging with events and social donor activities.
Social donors, as defined in the study, are individuals who participate in fundraising events, such as auctions, galas, and peer-based campaigns. They value social interaction and often contribute to causes based on personal connections or requests from friends. The motivations for donor generosity among social donors include ease of giving, a connection to the mission, and trust in the organization's use of funds.
Trust-building strategies for nonprofits include demonstrating the impact of donations through annual reports, showcasing testimonials, and emphasizing local community activities. The study also highlighted the role of Charity Navigator scores in donor trust, particularly among members of the boomer generation. Demographic differences in donor behaviors were observed, such as a drop in black donors' participation in social giving and a preference for mission-related and accessible giving options.
As in-person events return, nonprofits need to balance virtual and in-person experiences to cater to different donor preferences. Customization and inclusivity play crucial roles in donor satisfaction, with options like VIP experiences being sought after. Urban donors, who make up a significant portion of the population, have shown increased giving and can be a valuable target for nonprofits.
This eye-opening study stressed the importance of understanding donor demographics and their motivations to tailor fundraising strategies effectively. The speakers encouraged nonprofits to embrace an omnichannel marketing approach, leveraging various communication channels to reach donors and provide a personalized experience.
Overall, the study and interview provide valuable insights into donor behavior, emphasizing the significance of trust, mission alignment, and inclusivity in fostering donor relationships for nonprofits.
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