Nonprofit Marketers Can Learn from B2B

Nonprofit marketers are facing new pressures as the economy continues to struggle. Competition for contributions is fierce, and relying on established networks is no longer a guaranteed path to success. Instead, nonprofit leaders are adopting a growth mindset, looking for new and engaging ways to stay out in front of potential donors. The B2B market has faced the same issues, and the tools and tricks they’ve used successfully have relevance for today’s nonprofit managers. Mobile Marketing Smartphones have become a must in today’s world. Not only are they the tool of choice for younger people, but they are also popular among people who give money, purchase items, and look for volunteer opportunties, as this 2012 report from Digby shows. If your organization wants to connect with the surging percentage of donors and young people tied to their iPhones, your marketing must be smartphone friendly. Creating an app that connects your members, broadcasts volunteer opportunities, or makes giving a snap, is a sure way to stay in front of your constituents, as more and more people abandon lap tops and desk tops for their mobile phones. Social Media Social media is well suited for nonprofit campaigns. People use social media to express themselves and to engage with other like minded people especially when it comes to causes they are passionate about. These tools can be the principal drivers for growing your volunteer base, creating petitions, requesting donations, creating member feedback forums, and more. The benefit to applying social media to the aforementioned activities is that each can be carefully measured for impact and influence, allowing marketers to learn from, and improve upon, their performances. Content Marketing Content marketing means a company creates and distributes its own content to media outlets, organizations, and networks that promotes their work. Sites such as PRWeb enable organizations to put their media outreach efforts squarely into the hands of their marketers. The upside to content marketing is that it creates a ‘pull’ effect which allows a potential donor to find you. Once they do, you can engage in and establish a relationship and ultimately do business with them. There are other ways for delivering this content, including opt-in emails. If your content entertains them, solves a problem or makes them feel valuable, they will click through to your emails or visit your website. Content should address concerns that a donor may have about your organization. It can include interesting stories of how your organization helped a community or raised funds for a certain cause. Conclusion These are some ideas to get you started on different marketing campaigns. Stay informed of new technology and techniques to reach your audience. Use your computer, subscribe to feeds to understand what’s going on. Attend webinars, conferences, trade shows and workshops. Understand and adjust quickly to take advantage of what is out there!