Are you wondering how to market your nonprofit these days when the headlines are full of such disturbing news? Remember that your mission and services still matter. You need to communicate with your constituents while recognizing the challenges that they’re going through. An experienced nonprofit consultant can help you achieve that balance. Here are 5 new rules we propose for nonprofit marketing the right way in today’s world:
Lift People Up
We could all use a little good news these days. Share positive stories about your organization and the people that you have helped. Show how you make a difference in your community.
Routines can be reassuring. If you’ve been sending a monthly online newsletter to your donors, go ahead and continue that tradition. The same goes for any weekly social media contests or trivia quizzes that your supporters have come to expect.
How can you be relevant if your nonprofit’s area of expertise doesn’t focus on public health or unemployment? Maybe you can sometimes find a natural connection between current events and your mission. In any case, you might just post a list of useful resources including other charities that you feel confident recommending.
Try New Channels
If you’ve been relying on marketing channels that were geared towards foot traffic, you’re going to have to find new approaches that take into account the fact that people are staying home. If it’s appropriate for your nonprofit, this may be a good time to explore opportunities for advertising on TV and on the internet. While we’re not ruling out direct mail, you may want to wait and see what happens given the current strain on the United States Postal Service.
For the most part, this is not the time to be edgy. During any difficult period, it makes sense to be compassionate and prudent. Try to avoid anything that could be interpreted as making fun of suffering or stirring up needless divisions between people just when we need to pull together. You may still be able to use humor as long as it’s good-natured.
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