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Do More Good: Why Nonprofit Marketing Matters

Do More Good: Why Nonprofit Marketing Matters

Nonprofits have much to gain from implementing an effective digital marketing strategy, including an increase in exposure, funds, donors, and volunteers.

Empathy and transparency are the focus of nonprofit marketing in 2021.

Nonprofit businesses should be especially focused on appealing to members of Gen Z, who influence $333 billion in annual household spending, according to MarTech.

There should also be an emphasis on providing virtual events, tours, and meet-and-greets to make up for the lack of in-person networking and volunteering opportunities.

Marketing has a reputation for generating the conversions for-profit businesses crave— but spreading the word about your organization’s cause is just as critical. Nonprofit businesses can experience tremendous value from the funds, traffic, and awareness brought forth by a solid digital marketing strategy, but perhaps the most crucial advantage of nonprofit marketing is its ability to offer empathy and transparency to its supporters and communities amidst confusing and unprecedented times.

Given the events of this past year, inbound marketing is an excellent way for nonprofit businesses to recruit new supporters, connect with important contributors, engage with constituents, and inspire communities. Here are a few ways nonprofit businesses can benefit from implementing an effective digital marketing strategy:

The most crucial advantage of nonprofit marketing is its ability to offer empathy and transparency to its supporters and communities…

1. Nonprofit marketing boosts brand awareness and visibility.

Your nonprofit is a brand. As such, you should be using marketing to raise brand awareness (aka brand visibility) and get the word out about your organization and its overall cause. A major focus for nonprofit marketing in 2021 is the concept of 1:1 personalization, or experiences that make your audience feel like you’re speaking directly to them. Nonprofits can achieve 1:1 personalization through marketing tactics like personalized email campaigns that connect with supporters based on their individual interests, among a host of other strategies and tactics. Read 3 Ways to Boost Brand Visibility to learn more.

2. Nonprofit marketing increases funds.

Nonprofit fundraising and nonprofit marketing are one and the same. The more individuals who are aware of your organization, the more funding you are likely to secure.

3. Nonprofit marketing drives donor memberships and recurring donations.

Donation memberships and monthly giving programs drive automated donations. In fact, the average monthly online donation is $52 ($624 per year) compared to the average one-time gift of $128, according to HubSpot. If your nonprofit is not currently offering a monthly membership option for donors, it most certainly should; especially considering the eldest members of the most socially conscious generation at present, Gen Z, are currently approaching their mid-twenties and looking for meaningful causes to rally around. Considering Gen Z’ers indirectly influence $333 billion in annual household spending, gearing your nonprofit marketing efforts towards this age group makes sense. Nonprofits must realize that members of Gen Z respond best to succinct, easily accessible content tailored to the digital channels they know and love, so it’s best to ensure online messaging is optimized for this age group.

The average monthly online donation is $52 ($624 per year) compared to the average one-time gift of $128.


4. Nonprofit marketing drafts volunteers.

Marketing your nonprofit organization can assist in bringing in new volunteers—something that’s become incredibly difficult since the start of the COVID-19 pandemic. The deficit of in-person volunteering opportunities has shifted many nonprofits’ focus toward virtual marketing, with offerings like digital tours of your physical spaces, online events, virtual meet-and-greets, and a marketing plan that engages your audience on their digital devices.

5. Nonprofit marketing promotes your offerings

Increasing organizational awareness, volunteers, and funding enables you to dedicate more resources to your cause, ultimately impacting the level of change you desire to inspire in a positive way.

Marketing Tools & Opportunities for Nonprofits

There are a plethora of marketing tools and strategies formulated specifically for nonprofit organizations, including email, video, content, and event marketing, as well as social media, public speaking, and website tools and strategies. You can access some of these complements of HubSpot here.

Google’s Advantages for Non-Profits

Google offers a ton of marketing advantages to nonprofits businesses that can help further their goals, increase contributions, recruit volunteers, and expand as an organization. Discover how your nonprofit organization can improve collaboration, productivity, and efficiency with Google Workspace for Nonprofits and Google Ad Grants.

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Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

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Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

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