{"id":18066,"date":"2022-03-02T13:54:46","date_gmt":"2022-03-02T13:54:46","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/02\/how-content-marketing-helps-non-profits-achieve-3-important-goals\/"},"modified":"2022-03-02T13:54:46","modified_gmt":"2022-03-02T13:54:46","slug":"how-content-marketing-helps-non-profits-achieve-3-important-goals","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/02\/how-content-marketing-helps-non-profits-achieve-3-important-goals\/","title":{"rendered":"How Content Marketing Helps Non-Profits Achieve 3 Important Goals"},"content":{"rendered":"

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Though content marketing is most often associated with for-profit businesses and companies, non-profit and non-governmental organizations (NGOs) rely on content marketing to get found online, too.<\/p>\n

I can guarantee that your non-profit has a mission.<\/p>\n

Can you guarantee that the public knows what your mission is?<\/p>\n

That\u2019s where content marketing comes into play.<\/p>\n

If you\u2019re not sure what content marketing is or why<\/strong>\u00a0it is important, read this first<\/a>.<\/p>\n

All too often, for-profits and non-profits alike treat sales and marketing as two separate entities.<\/p>\n

Though non-profits and NGOs are not selling anything, they are raising funds and definitely need to be discoverable to support their organizational goals.<\/p>\n

Both types of businesses see much greater success when combining forces and ensuring that the \u201csales\u201d (or fundraising) and marketing teams are on the same page.<\/p>\n

Even if you run a small non-profit wherein your fundraising and marketing \u201cteams\u201d work as one person, you can still benefit from reviewing the steps below.<\/p>\n

Ultimately, your non-profit or NGO has three main goals: Promote your organization\u2019s message, increase brand awareness, and help rally supporters around a cause.<\/p>\n

Content marketing can help with all three. Here\u2019s how.\n<\/p>\n

Promote Your Organization\u2019s Message<\/h2>\n

Before promoting your organization\u2019s message, be sure you have a solid understanding of the time-ask effect.<\/p>\n

Studies have shown that people are more likely to have a positive reaction when asked to share their time \u2013 which creates an emotional response<\/a> that they\u2019ll likely remember \u2013 versus when asked to share a monetary donation.<\/p>\n

Of course, your non-profit needs monetary donations to survive, but it is best to create the emotional response first, which will, in turn, motivate donors to give more than if they\u2019d been directly asked to donate upfront.<\/p>\n

Your non-profit or NGO\u2019s content marketing should include mention of the opportunity for monetary donations; however, be sure it also includes an invitation for time donations as well.<\/p>\n

Additionally, it would be beneficial to offer the opportunity to donate other personal resources, such as expertise, that will ultimately impact your non-profit.<\/p>\n

Ultimately, the goal in promoting your organization\u2019s message should cultivate a giving mindset \u2013 one in which donors do not feel pressure to contribute with money alone.<\/p>\n

Increase Brand Awareness<\/h2>\n

In order to begin increasing your brand awareness, the general public must first know that you exist and know what your organization\u2019s goals are (hence why promoting your organization\u2019s message comes first).<\/p>\n

Remember the ice bucket challenge?<\/p>\n

That could be you next!<\/p>\n

When you set a goal of increasing brand awareness, you are intrinsically setting a goal to increase traffic to your site, increase donations (revenue), gain your audience\u2019s trust, and set yourself up as an authority in your industry.<\/p>\n

Sometimes, you\u2019ll focus on one goal at a time; other times, you\u2019ll be able to hit two (or three or four) birds with one stone.<\/p>\n

To begin, you\u2019ll need to determine the type of content<\/a> you want to use to promote your brand:<\/p>\n

Some brands may function while using all of the above; however, others may want to focus on one or two.<\/p>\n

Regardless of what your non-profit or NGO centers around, you should choose at least two content marketing strategies<\/a> listed above to help increase your brand awareness.<\/p>\n

Just as there are many \u201cstyles of learning\u201d in a classroom \u2013 hands-on, teacher-led \u2013 there are many styles of consuming content.<\/p>\n

If your brand is available to consume through a multitude of platforms, you\u2019ll likely see an increase in donations.<\/p>\n

Help Rally Supporters Around A Cause<\/h2>\n

As the number of places and platforms your brand is seen on increases, the authority you hold also increases.<\/p>\n

If you are consistently producing quality content, you\u2019ll not only have an audience that finds you trustworthy, but you\u2019ll also have an audience that passes on your content \u2014 whether through a retweet, share, or good old-fashioned word-of-mouth.<\/p>\n

Acquire Emails<\/h3>\n

It is crucial that you maintain contact with any and all persons that have an interest in your cause.<\/p>\n

If a person lands on your website, be sure you have a method of prompting him\/her\/them to share contact information so that you\u2019re able to continue the conversation.<\/p>\n

The more emails you acquire, the more prospective donors you have.<\/p>\n

If you use a platform known for working with non-profits (like Salesforce<\/a>), they have a lot of documentation and non-profit-specific programs about how to acquire emails and use them wisely as a non-profit specifically.<\/p>\n

Know Your Audience<\/h3>\n

At least once a year, conduct audience surveys<\/a> for your target constituencies (donors, volunteers, anyone on your mailing list).<\/p>\n

Ferris Bueller taught us that: \u201cLife moves pretty fast. If you don\u2019t stop and look around once in a while, you could miss it.\u201d<\/p>\n

This sentiment does not exclude your supporters.<\/p>\n

As the world changes, people change how they feel and behave, as well.<\/p>\n

In fact, your organization\u2019s priorities might change.<\/p>\n

Use annual surveys to consider what your audiences value and what compels them to take action.<\/p>\n

Make Your Content Relatable<\/h3>\n

Knowing your audience will help you determine how to make your content relatable.<\/p>\n

By nature, people want to help other people, but people also live busy lives and may need to be reminded of ways in which to help.<\/p>\n

Part of your content marketing plan should include making relatable content.<\/p>\n

If your videos, webinars, podcasts, etc. include descriptions or examples of opportunities that the average citizen can relate to or engage in, you\u2019ll see an increase in supporters for your cause.<\/p>\n

Create The Opportunity For User-Generated Content<\/h3>\n

Hand-in-hand with making your content relatable comes user-generated content.<\/p>\n

If you provide your donors with the opportunity to show their support for your cause by posting while using a hashtag, not only will people rally around your cause, but you\u2019ll increase your brand\u2019s awareness.<\/p>\n

It\u2019s a win-win!<\/p>\n

Encourage users and followers to include their own personal message along with the hashtag so that they feel a personal connection to your cause.<\/p>\n

The Takeaway<\/h2>\n

Content marketing is not reserved for for-profit businesses; non-profits and NGOs can and should reap the benefits as well.<\/p>\n

When you see \u201ctips and tricks\u201d for content marketing, don\u2019t keep scrolling \u2013 read!<\/p>\n

To maximize your \u201csales,\u201d work as a team to promote your organization\u2019s message, increase brand awareness, and help rally supporters using a variety of platforms.<\/p>\n

More resources:<\/strong><\/p>\n\n

Featured Image: Dragana Gordic\/Shutterstock<\/em><\/p>\n<\/div>\n