When most people think of marketing, they think of it as a set of strategies that are used to increase sales at a business. They think of the digital and print ads, commercials, and marketing emails that they are inundated with on a daily basis that are trying to get them to buy something.
While it’s true that garnering sales is often the primary focus of marketing in the business world, what marketing is really about, at its core, is communicating what an organization has to offer. It’s about connecting people to something that could bring them something of value. That “something of value” doesn’t always have to be goods or services.
Marketing for nonprofits involves connecting people to a cause. It’s making people aware of organizations that are bettering the lives of individuals, communities, the environment, etc., and then guiding them toward ways to get involved. The key is to work with a nonprofit marketing agency in Long Beach that will help you find the people who might be inclined to support an organization like yours and then take them on a journey that leads them to becoming supporters.
At our nonprofit marketing agency, Beeline, one of our main marketing strategies involves creating content that communicates our clients’ missions, but that is engaging at the same time. This content might provide potential supporters with interesting information, help them solve a problem, or simply provide them with some entertainment. For example, if you run a nonprofit that provides services to the elderly in your community, we might help you produce an e-book about how to navigate caring for a family member with dementia. In order to download the e-book, people would be required to provide their email address.
By using this strategy, we are helping nonprofits grow their subscriber lists, but not just with any subscribers—with those who are likely to be sympathetic to your cause. What would you rather have: a subscriber list of 10,000 random emails, or one with 2,000 emails for people who have shown an interest in some aspect of what you do? I know which one I would choose.
Once you’ve acquired these email addresses, you can then communicate with your new contacts through a series of emails that introduce them to all that your nonprofit does to benefit the elderly in your area, with the goal of eventually turning them into donors.
If your nonprofit is like most, you don’t have a huge marketing budget. That’s why it’s important to work with a nonprofit marketing agency in Long Beach that can work efficiently and strategically with the budget you have, and one that understands what you do and who your potential donors are.
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