The world of non-profit organizations includes government institutions, social enterprises and the charitable sector. Most non-profit organizations face the same challenge of being highly dependent on financial contributions. These organizations have to move mountains with a limited budget. Follow these tips about cost-effective marketing strategies to achieve company goals.
1. Tell a compelling story
Every organization has a story to tell and the mission of your organization can actually add value to society. In comparison to for-profit marketing, non-profit marketing aims to create sustainable change. The main purpose of non-profit marketing is to promote ideals and causes that ultimately leads to awareness about a certain topic. This type of marketing encourages people to help through donations and volunteer work. When you share your purpose and show why you are invested in a specific cause, you can inspire action. Highlight your impact and make use of content that will touch your target audience. Find out what moves them and use emotions to create your message. Using emotions such as happiness, sadness, anger etc. can increase your persuasion for people to take action.
2. Social media
Non-profit organizations basically need to create magic with budget constraints. Incorporating social media in your marketing strategy can be a cost-effective approach to achieve your goals. The costs for advertising on social media are relatively low compared to traditional media. Furthermore, it is possible to put a ‘Donate now’ button on your Facebook page to stimulate financial donations. Social media also provides specific metrics for your posts and promotions, so you can evaluate if your campaign was successful. Aside from the financial benefits, social media provides a perfect platform to engage interactively with your audience.
3. Earned media
Earned media is non-paid marketing, which refers to content about your organization that others publishes on their own platform. The better content you create, the more likely people will share information about your organization or campaign. You can also reach out to influencers to spread the message (read more about influencer marketing below). Another method to get earned media is to connect with journalists, bloggers and vloggers. Invite them to your events for free event coverage. Write a good press release about your event or cause and send it to various traditional and digital media platforms. If the media considers your story to be interesting and newsworthy, they will publish it for free.
4. Visual content
Visual content dominates our world nowadays. We love to look at attractive pictures and engaging videos. Video is the new king of content and people are more likely to pay attention to your message if you say it through video. You can awaken emotions through video and illustrate things about your organization or cause. If your audience is very excited about the content that you’ve created, they will share this with their network. A great example of a video that went viral, is the video that Passionistas created in collaboration with Djeesen Photography. These organizations created this video to raise awareness about a project for the prisoners in Curaçao.
A group of prisoners started in 2018 to make handmade bags from (recycled) material. They create quality bags which they sell for a more reasonable price. The goal is to offer more parents the opportunity to buy a quality bag for their child, to reduce or prevent bullying at school. In the promotional video, Passionistas requested the whole society in Curaçao to collect jeans, denim fabric, textiles, zippers or thread. The prisoners can use all collected materials to continue with this project.
This video was shared on the social media pages of Passionistas and MPOWR. Within a few hours thousands of people viewed the video and within two weeks it had generated roughly 58K views, 1.7K shares, 1.3K likes and 200+ comments. People downloaded the video from Facebook and shared it via WhatsApp as well. This project also received attention from newspapers, radio and television stations. Curaçao is a Caribbean island with approximately 160K habitants, thus more than 1/3 of the society saw this video!!!
5. Influencer marketing
In general, we trust our friends, family and peers more than brands and companies. If you can convince influencers to support your cause and spread the message, you can make a big impact. Influencer marketing is a marketing strategy that has many benefits. Your brand builds trust with the audience of the influencer, because the fans already have an existing relationship and trust with the influencer. The influencer has built credibility with its fans, thus the fans will believe that the influencer will only share things that he or she supports. Another benefit is that influencer marketing can expand brand awareness among new audiences. However, choosing the right influencer is essential for making this marketing strategy successful. Influencers must match with your organization’s values.
Example influencer marketing
MPOWR created a social media campaign for Fundashon Birgen di Rosario, which is a foundation that offers nursing homes and activity centers to senior citizens. The goal of the #GrandinanTambeTei campaign was to raise awareness of the limited attention that people dedicate to senior citizens. The foundation also wanted to make organizations aware that they spend insufficient resources on causes related to the elderly.
Influencer Mai Yeta of Yeta Kaweta was approached to give more attention to this topic. Mai Yeta is a comical figure of an older woman who discusses various topics and recent news on television and Facebook. A promotional video was created in collaboration with Mai Yeta, which was shared on the Facebook pages of Fundashon Birgen di Rosario and Yeta Kaweta. Yeta Kaweta has roughly 34.9K likes compared to 2.5K likes of the foundation’s Facebook page, so using Mai Yeta to spread the message definitely contributed to the success of this social media campaign.
Do you want to get the most out of your marketing budget? Don’t hesitate to contact MPOWR! We’d love to help!