Unfortunately, in today’s world, just having a passion for a charitable cause isn’t enough. Even if you think your nonprofit is worthy of funding, that won’t count for much unless you can effectively market yourself to the world. It’s a CEO’s duty to lay the foundation for their nonprofit, ensuring that the organization has everything they need to succeed.
IRS data reveals that since 1994, nonprofits have had a failure rate rate of between 49-77%. To avoid falling into this statistic, you need to secure new donors and manage your relationships with current ones. By far the best method of doing so is by focusing on marketing your nonprofit.
To get your nonprofit off the ground, let’s outline the first four major steps that every CEO should take when establishing their organization and setting them up for great marketing in the future.
Build Effective Landing Pages
Nonprofits will often use a call to action within their advertisements to send potential donors to their website. No matter how fantastic your external marketing materials are, if you’re sending people to ineffective landing pages, you’ll lose out on a high number of potential donors.
A CEO’s top priority when beginning to think about marketing their nonprofit should always be creating great landing pages. These are going to be most people’s first point of contact with your organization. High-converting donation landing pages have a few core things in common:
- Demonstrative Impact – Share a statistic or anecdote that shows the value that a donation would bring. Quantifying donations in terms of their real-world impact will help donors to visualize why they should align with a nonprofit’s cause.
- Urgency – Creating a sense of urgency will ensure that people feel more inclined to donate as soon as possible.
- Empathetic Appeal CTA – Nonprofits rely on charitable donations, with donors offering financial help for little in return. With this in mind, the best way to engage with your audience is to finish with a CTA that connects with them on an emotional level.
There’s a reason that most charity adverts finish with a line similar to X Cause Needs Your Help.
Every future marketing material you craft will link back to these landing pages. With that in mind, you need to do everything possible to make sure they effectively capture people’s attention.
Create a Wide Social Media Presence
According to Backlinko, 83% of individuals over the age of 13 in the US have at least one social media account. In fact, the global average shows that people have around 8.4 accounts across different social platforms. Living in our digital generation, if your nonprofit doesn’t have a presence across these core sites, then you’re going to miss out on a lot of potential traffic.
Social media for nonprofits gives organizations the opportunity to connect with their donors, share information about their cause, and promote ongoing fundraiser events. With US citizens spending around 2 hours per day on social media, it’s vital that you engage with these sites.
As a CEO, one of your earliest priorities should be setting up social media accounts and using them as informational hubs.
Optimize Your Base Website
A nonprofit’s website contains all the information that a donor would need to understand a cause and why they should donate. From case studies to impact reports, this website should be a treasure trove of information for donors. Over the past decade, 58% of nonprofits in the USA have increased the amount of information they offer on their site in order to appease investigating donors.
By continually improving your base site, you’ll be able to ensure that new donors who land on your pages have all the information they need to convince them to pledge a donation to your cause.
One way to test how effective certain user pathways or site design designs are is to run A/B tests on your site. Google ran a famous “Shades of Blue” experiment, using 50 distinct shades to see which Buy button generated the most clicks. Over a series of A/B tests, their final winning shade increased conversions so significantly that it produced $200,000,000 in additional revenue for the company.
Due to how slow these improvements can be, CEOs should start these nonprofit website tests as early as possible.
As a bonus tip, you can also run A/B tests on your landing pages to ensure they capture potential donors as effectively as possible.
Collect Donor Data for Segmentation
Effective communication with your donors starts with personalization. As your nonprofit begins to grow, it becomes impossible to manage donors on an individual basis. Instead, you’ll need to segment users into groups that share similar demographic or psychographic traits.
Personalized marketing is incredibly effective in the nonprofit world, with 55% of donors stating that they would give more in return for a personalized experience. In order to market effectively to donors, CEOs need to do the groundwork to make sure data is available.
Early on in your development, you should integrate data-driven tools that capture and store donor information. Collecting demographic data will ensure that your user segments are more specific when it comes time to launch personalized marketing campaigns.
Once again, time is an important factor here. The earlier you have this data-conscious network in place, the sooner your nonprofit will be able to benefit from this world-class marketing technique.
The social landscape of a nonprofit is challenging for any CEO to navigate. Unlike with traditional marketing, you’re not offering a product in return, with charitable donations being notoriously more difficult to come by. That’s why effective marketing for your nonprofit is so vital for success.
Instead of diving into advanced nonprofit marketing strategies, focus on the basics. Setting yourself up for future success by streamlining your points of contact with donors and creating methods of collecting data will help boost your chances of founding a successful startup.
CEOs need to hit all of these basics, giving themselves, their organization, and all of their future volunteers the best possible chance of making a difference.
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