If you’re a nonprofit, you know all about tight budgets and high expectations. So, whether you’re knee-deep in marketing tasks full-time or just dabbling part-time, the goal is the same – to amplify your nonprofit’s presence and impact. But how can you do that without breaking the bank?
With a mix of creativity and strategic know-how, you can master the art of no-cost and low-cost marketing. Here’s how to turn challenges into opportunities with some savvy nonprofit marketing tips.
- Tap into Non-Profit Grants
- Explore Crowdfunding
- Use Digital Billboard Advertising
- Network with Potential Benefactors
- Explore Pro Bono Services
- Build a Robust Media Contact List
- Connect with Bloggers and Influencers
- Collaborate with Universities
- Organize Community-centric Events
1. Tap into Non-Profit Grants
Grants aren’t just for projects—they can also fund your marketing needs. Get familiar with platforms like Grant Watch, or set up Google Alerts for “non-profit grants” to stay updated. Exploring Google Grants is another idea for advertising – and then there’s one of our favorites, the Express Grant Program for Massachusetts nonprofits.
2. Explore Crowdfunding
Crowdfunding is a fantastic way to engage a broader audience and harness the collective power of small contributions. Platforms like Kickstarter and GoFundMe can help you reach beyond your local community. Remember, emotional appeals do work, but make sure they’re genuine and compelling. Storytelling works!
3. Use Digital Billboard Advertising
How can you afford a billboard? Sometimes, digital billboard operators are willing to donate unused space. It may be a long shot, but it could pay off handsomely with high visibility. It never hurts to ask, and you might just nab a prime spot for your message. Just be sure it’s clear, succinct, and sparks action. Think of a big picture message in a few words, then tell viewers exactly what you want them to do.
4. Network with Potential Benefactors
As long as you’re networking, keep your eyes open for a corporate champion or community leader who aligns with your cause. Use social listening tools to monitor conversations around your topic. Dedicate 15 minutes a day to researching online. Or find C-Suite executives who are already involved; (LinkedIn is a great tool for this). Build a relationship before you ask for help.
5. Explore Pro Bono Services
Many agencies and professionals are willing to offer services for free to causes they believe in. Reach out within your network or connect with local digital marketing and PR firms to see if they, or their interns, might provide pro bono work. This can include anything from graphic design to social media marketing. Nothing ventured, nothing gained. The upside is tremendous!
Having a direct line to the media is invaluable. Test-drive tools like Buzzsumo to identify and connect with journalists and bloggers who cover your mission. Leverage the use of local PR and include journalists and media contacts in your local area. Keep your list organized (a simple spreadsheet on Excel or Google Drive will do) and update it regularly. Be sure that your entire marketing team has access, and that you and your website are always media ready.
7. Connect with Bloggers and Influencers
Once you’ve built your media contact list, reach out to key influencers or micro-influencers affiliated with your cause. Consider the power of guest blogging, interviews, and social media cross promotion to share your message. Don’t forget to create a compelling and personalized pitch. Why should their readers or viewers care about your nonprofit?
8. Collaborate with Universities
Marketing and PR departments at local universities are always looking for real-world projects for students. This can be a win-win situation where you gain fresh ideas and enthusiastic support, while students get valuable hands-on experience. A marketing intern can also help.
9. Organize Community-centric Events
Before we wrap up, focus on hosting events that aren’t just about fundraising. Community workshops, seminars, or outdoor meetups can help engage the public without directly asking for donations. This approach builds goodwill and strengthens your community presence. Be a good neighbor while you’re at it. People do notice.
Bottom Line – Build a Community of Advocates
Effective nonprofit marketing isn’t just about asking for help; it’s about creating a movement. Engage, inspire, and mobilize a community around your cause. The energy you invest in building genuine connections will multiply as those in your network become ambassadors of your mission.
There’s a ton of help available, you just have to know where to look.
Robin Samora is a PR & marketing consultant working with Boston-area small business owners, helping her clients create winning, long-term marketing plans.
