A NonProfit Marketing Agency Designed To Drive Impact

Back in 1997, the launch of Six Degrees marked the dawn of what we now recognize as social media platforms. Since then, social media has become a staple of the digital world, and it’s here to stay. According to a 2016 Pew Research Report, a significant 68% of Americans log onto Facebook daily, with other platforms also enjoying substantial engagement.

Among that 68%, there’s a good chance some are potential supporters or even current fans of your nonprofit.

Social media offers an invaluable channel to connect with your community, share your message, and broaden your reach to new audiences connected to your current supporters. By leveraging social media marketing, your nonprofit can:

• Cultivate a growing community by posting compelling and relevant content
• Interact with your followers through updates on news and events
• Network within your sector, offering support and insights, and establishing your nonprofit as a go-to resource

The days when advertising was just about print, TV, and radio are over. Now, with digital advertising, you can reach people interested in your nonprofit across the web. Pay-per-click (PPC) advertising lets you show up where your potential supporters are, whether that’s on:

• Social media platforms (like Facebook, Twitter, Instagram, or LinkedIn)
• Search engines (such as Google)
• Online forums
• Reddit

Digital ads can really help bring in interested people, but it’s key to watch how much you’re spending and where your ads are showing. Spend too much, and you might get clicks from people who aren’t really interested. Spend too little, and you might not get noticed at all.

We’re here to help you get the most out of your budget, making sure you attract more supporters without wasting your funds.

Just like you wouldn’t set a mousetrap without bait, you can’t expect people to visit your website without offering them something compelling. Think of content as the ‘bait’ that draws visitors in.

Your website’s content could be anything that adds value for your visitors, such as informative blog posts, engaging videos, useful checklists, interactive calculators, or even fun games. The more valuable and high-quality your content is, the more likely people are to visit your site and stick around. They might even share what they find with friends or colleagues!

So, what counts as good content? It should:

• Resonate with a specific group of people or address their specific needs.
• Be backed up by data or feedback to ensure it’s what your audience wants.
• Offer practical advice or steps the reader can take.
• Address the specific needs or tasks your audience is trying to accomplish.
• Be engaging and enjoyable to interact with.

Creating content that people genuinely value involves doing your research. This might mean conducting interviews with your audience, exploring online forums for insights, or building detailed profiles of your typical visitors.

Just like setting a mousetrap requires appealing bait, attracting visitors to your nonprofit’s website necessitates engaging content. Consider this content the ‘bait’ that draws in supporters, donors, and volunteers.

For a nonprofit, compelling content could range from insightful blog posts, inspiring videos, and practical guides, to interactive tools or educational games. High-quality content not only draws visitors to your site but also encourages them to engage more deeply with your cause. They might even share your materials, expanding your reach.

But what does good content look like for a nonprofit? Ideally, it should:

• Connect with the specific interests and concerns of your audience, whether they’re potential donors, volunteers, or the communities you serve.
• Be informed by data or feedback, ensuring it resonates and provides value.
• Include actionable advice or insights that help visitors support your cause or understand it better.
• Address the specific needs or questions your audience has, helping them see how they can contribute or benefit.
• Be engaging and interesting, making their online experience memorable and positive.

Developing such content means doing your homework. You might need to interview community members, gather insights from forums where your audience hangs out, or create detailed profiles of the different segments within your audience. This groundwork helps ensure your content is not just seen but shared and acted upon.

The inbound approach is all about being useful and providing value. It helps potential supporters find your nonprofit through engaging content instead of direct ads.

Here’s a simpler look at how this works for a nonprofit:

1. Attracting Visitors: Create content that speaks to the interests of your potential supporters, like blog posts or social media updates. The aim is to get them interested and visit your website for more information, not to push for donations right away.
   • Write blogs that answer common questions or share insights about your cause.
   • Use the right words and topics so people can find your content through search engines.
   • Join online conversations and share your knowledge and content.
   • Instead of just asking for a donation, give readers a gift. Like a downloadable, guide, or any other useful free resource.
   • Tap into your partnerships. Join forces, share resources, or even “borrow a list” to access new audiences
2. Turning Visitors into Leads: Once people are on your site, encourage them to sign up or get involved. Offer them something valuable in return for their contact info, like a newsletter or a free guide.
   • Have clear and appealing sign-up prompts on your website.
   • Make sure your website is easy to navigate and people can find what they’re looking for.
   • Create special pages that offer more information or resources in return for their contact details.
   • Make sure you have your audiences segmented. That means creating separate groups for large donors, small/single donors, friends/volunteers, possible board members, and those you serve.
3. From Leads to Supporters: Keep in touch with these interested people, guiding them with emails or updates to eventually support your cause.
   • Send them emails that provide value and keep them engaged with your nonprofit’s work.
   • Use tools to understand who is most interested and ready to get involved.
4. Keeping Supporters Engaged: Once someone decides to support your cause, keep them informed and engaged. Make them feel part of your community and encourage them to share their enthusiasm.
   • Help them see the impact of their support and give them ways to share their experiences.
   • Stay in touch with updates and insights that keep them connected to your work.

This way, your nonprofit can naturally draw people in, build relationships, and create a community of supporters.