Nick Lynch is the CEO of Collidescope.io .
As one year ends and another approaches, nonprofits find themselves at a pivotal moment. The transition to the new year offers a unique opportunity to reflect, strategize and embrace the future. With careful planning and forethought, nonprofits can prepare for a successful and impactful 2024. For this year to be one full of growth, impact, and significant change, I believe nonprofits must focus on the following key areas.
Develop an effective marketing plan
One way to spice things up is to create a marketing plan. This is one of the best places to start looking for ways to promote your business.
• Clear objectives. Start by setting clear, measurable marketing goals that align with your nonprofit's mission and overall goals. Whether it's increasing brand awareness, expanding your donor base, starting a new campaign, or finally trying a new strategy like influencer marketing, different goals serve as a roadmap for your marketing efforts.
• Audience Segmentation: Know your audience inside and out. Segment by donor status, demographics, interests and behavior to create personalized marketing messages that resonate with each group.
• Content Strategy: Develop a comprehensive content strategy that defines what type of content you produce and where you distribute it. Consider using a combination of articles/blogs, social media posts, videos, infographics and email campaigns to engage your audience.
• Budget Allocation: Allocate your marketing budget and focus on the channels and strategies that provide the highest return on investment (ROI). Be open to trying new marketing techniques while maintaining a core set of best practices. Remember that ROI does not always mean short-term profit. Investing in long-term growth and audience retention also pays off, perhaps not in the way you previously expected.
A sound marketing plan should be adaptable, aligned with your nonprofit's mission, and serve as a dynamic guide for your marketing team throughout the year.
Make use of digital marketing
It's almost 2024! Nonprofits must harness the full potential of digital marketing to connect with their supporters and raise awareness. How to do it effectively:
• Improve the website. When was the last time the news and articles on your website were updated? Make sure your website is not only visually appealing, but also user-friendly and mobile-friendly. It should serve as a hub for information about your organization, its mission and the impact of your work. Additionally, it should be easy for visitors to take action to support your mission.
• Social Media: Engage with your audience on the social media platforms they already use. You can stand out from the crowd by sharing stories and updates about your initiatives, as well as lifting the curtain with behind-the-scenes content. Consider live streaming events or Q&A sessions to encourage real-time interaction.
• Email marketing. Develop an email marketing strategy to keep your members informed and engaged. Use segmented email lists to send targeted messages and don't forget to thank your donors for their ongoing support.
• Paid advertising. All nonprofits must have a Google Ad Grants account. Google offers search advertising grants of up to $10,000 per month to nonprofit organizations. Create a free account. To continue to access this grant, you must meet certain campaign requirements. However, it is helpful to hire an ad allowance specialist to manage and grow your free Google dollars. Although Facebook does not offer advertising allowances, I have seen a lot of value in the platform in creating campaigns and targeting audiences with personalized messages.
Use storytelling as an effective tool
Storytelling is a powerful tool nonprofits can use to create an emotional connection with their audiences. Think about how often you review how you tell your organization's story, where you tell it, and by whom. There are many different places and forms of storytelling. It's important to rethink your storytelling strategy to make sure it's compatible with today's platforms. Here's how you can make it work for your business:
• Develop a narrative: Develop a compelling narrative that demonstrates the impact of your organization's work. Highlight the stories of beneficiaries, volunteers, staff and donors whose lives have been touched by your mission.
• Visual stories. Incorporate visual elements such as photos and videos into your storytelling. These tools can be incredibly effective in getting your message across and motivating action.
• Transparency and credibility. Build trust with your audience by telling your stories transparently and authentically. Share successes and challenges to show your commitment to your mission.
Make data-driven decisions
I love data. Effective marketing in 2024 will be enhanced by data-driven decision making. How to use data to improve your strategies:
• Data Collection: Create tools and methods to collect data about your marketing efforts. Includes website analytics, email campaign statistics and social media statistics.
• Data analysis: Analyze the data you regularly collect to identify trends, audience preferences and opportunities for improvement. Find the styles and types of content that resonate most with your audience.
• A/B testing. Conduct A/B testing of different marketing strategies to determine which methods work best. Use this information to improve your campaigns.
Build a strategic partnership
Collaborative partnerships can play a critical role in nonprofit marketing. Here's how you can benefit from it:
• Identify potential partners: Find companies, influencers, or other nonprofits that share your values and mission. Affiliate partners must be relevant to your target group.
• Joint Marketing Campaigns: Cooperation on joint marketing campaigns or opportunities of mutual benefit. By using these campaigns, you can extend your reach to new target groups.
• Influencers: Work with social media influencers or passionate advocates for your cause. Your support and assistance can greatly increase your organization's visibility.
I'm biased, but I think the future of influence is marketing and communication. With social platforms enabling more effective community building and storytelling, there's no better time than the new year to think about ways to improve your marketing. Enjoy performance season and get ready to make 2024 your best year ever!
The Forbes Nonprofit Council is an organization that only successful nonprofit leaders can join. Am I eligible?
