Over the years, I have worked with several nonprofits, serving on the boards of two and helping others volunteering in different capacities. In every case, marketing the organization–in websites, events, social media, local newspapers, brochures, flyers, and case studies–was a primary concern.
I have learned that marketing copy for a nonprofit is most successful when:
- It concentrates on hope, not fear. For example, a nonprofit that works with children with dyslexia changed its marketing copy to stress a child’s ability to overcome reading challenges, while acknowledging but not wallowing in the struggle. Parents already know their child is suffering. They need hope.
- It offers facts and figures as well as anecdotes. The anecdotes are very important, to reinforce how the nonprofit helps people or animals or the environment. But especially for donors, feeling good is often not enough. They want to know the hard facts, including how their donation (large or small) will be used.
- It shows as much as it tells. Photos and videos are very important whether on websites, newsletters, or letters to donors.
- It explains the mission in very direct terms and makes contact information easy to find. For example, an organization helping families in crisis spent so much time on its website asking for donations that there was no way for a family in crisis to figure out how to actually apply for services.
- It celebrates volunteers and donors; they are the lifeblood of any nonprofit. Not only do you make the volunteers and donors feel good about donating their time but their involvement inspires others to participate.
What is your audience looking for and what do you want them to do? Is feeling bad about a situation or feeling good about your organization enough? Is there a next step that is even more important?
TWP Marketing & Technical Communications helps nonprofits connect with the right audience in the right way for the right reasons. Email us today.