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Leveraging nonprofit marketing for fundraising campaigns

March 22, 2022
This team of nonprofit professionals is developing a marketing strategy for their organization.

For your nonprofit organization, effective marketing and fundraising strategies are essential to your long-term success and growth. Your marketing efforts help spread awareness of your organization’s work and purpose while your fundraising initiatives collect the necessary funds to power your impact. When you allow marketing and fundraising to work in sync as two halves of a whole, however, you can maximize your results.

Marketing is key to driving donor engagement and motivating your supporters to give, allowing your nonprofit to boost your fundraising to its full potential. Both strategies work to reach the same goal—securing as much support as possible to further your organization’s purpose.

Together, marketing and fundraising enable you to establish closer relationships with prospects and donors, compel them to give, and deepen their engagement with your organization in additional ways. To help your organization better harness the power of marketing for fundraising campaigns, we’ll provide an overview of its importance and walk through some effective tips to get started.

Why is marketing for fundraising campaigns important?

Most nonprofits are already aware of how vital marketing is to cultivating donors and increasing support. All that’s left is to figure out how to strategically employ your marketing efforts to maximize your fundraising results.

Consider the following questions to guide your marketing for fundraising approach:

  • What social media platforms should we market on?
  • What messages should we share with donors, beyond asking for donations?
  • How can we create multiple touchpoints across the channels where our donors already are?
  • How frequently can we contact supporters to retain their interest?
  • How can our fundraising staff take on additional marketing responsibilities or partner with our marketing team?

Asking new questions and identifying areas of improvement are essential for your nonprofit’s overall growth, allowing you to strengthen your connections with donors and attract more prospective supporters.

How do you market a fundraiser?

On a daily basis, your nonprofit and staff perform important work to further your organization’s purpose. To cultivate the necessary support to power your efforts, people need to hear about your activities and impact. This is where effective marketing comes in.

To make the most of your organization’s resources, we’ll take a closer look at some popular strategies to increase your fundraising revenue and expand your donor base.

Segment your donors

If your nonprofit is looking to build deeper, longer-lasting relationships with donors, then personalization is essential to making them feel valued. Use your donor management system to draw information from existing supporter profiles and segment your donors based on relevant characteristics.

A few ways to group donors based on your marketing for fundraising strategy are:

  • Giving frequency
  • Recurring donations
  • Average gift size
  • Communication preferences
  • Other involvement with your nonprofit, such as volunteering

Once you’ve segmented your donors, you’ll be able to send more relevant, meaningful messages to each individual, maximizing your marketing outreach.

Employ storytelling best practices

Beneath every effective marketing message is an effective story, so be sure to create meaningful content that will communicate your nonprofit’s impact and resonate with your supporters. Incorporating compelling graphics into your email newsletter or social media posts can be an easy way to grab your audience’s attention.

Connect with your donors through some of the following channels:

  • Email
  • Social media
  • Direct mail
  • Your website

Include any relevant facts or data that will enhance your claims and ensure that your content is easily shareable by supporters online to maximize your nonprofit’s reach.

Recruit supporters

Take your marketing for fundraising strategy to the next level by enlisting your most devoted supporters to raise funds and awareness on your nonprofit’s behalf. In a peer-to-peer campaign, each individual supporter can set up a customized campaign page to share with their personal networks.

By empowering your supporters to encourage their friends, family members, and acquaintances to get involved with your nonprofit, you’ll also help them feel much more invested in your organization’s purpose.

Collect and analyze data

A fundamental part of implementing any new strategy is evaluating its effectiveness. Be sure to have relevant metrics in place for identifying what you’re doing well in your marketing and where you could potentially improve for future fundraising campaigns. Some marketing metrics to consider include:

  • Marketing cost per donation
  • Website traffic
  • Email open rates
  • Number of social media followers

Your nonprofit should be regularly collecting data across all of your operations and initiatives to stay on track with your overall goals and priorities. This will lay a solid foundation for greater success in your future marketing efforts.

Achieve your fundraising goals with strategic marketing

Your nonprofit’s marketing efforts can weave an extensive web of connections that will enhance your fundraising results through increased brand awareness and stronger nonprofit-donor relationships. Remember to center your supporters’ interests in your outreach, engage with them across multiple channels, and communicate your purpose in ways that resonate and appeal to them. 

Download our White Paper, “How Marketing Drives Donor Engagement,” and follow the specific, step-by-step methodology to use marketing to achieve your fundraising goals.

Ready to Get Started?

    Donor Engagement
  • Nonprofits
  • Digital communications & marketing
  • Fundraising ideas