Content marketing: It isn’t just for businesses anymore. Content marketing provides nonprofits the means for creatively and uniquely telling your organization’s story, a story that can inspire donors to support your cause. The best part about it? You can be very intentional about which forms of content marketing work best for your nonprofit, your goals and your target donors. There are so many ways that you can extend your brand voice and tell the story you know best. Here are some of the most effective ways to do it.
1. Launch a blog
Blog posts are an excellent way to communicate thought leadership and establish the “behind-the-scenes” presence of your nonprofit organization. There are many different directions you can explore with your blog. Posts can (and should!) vary in length and cover virtually any topic relevant to your organization. It’s a great idea to invite industry experts to write guest blogs or use this medium as an opportunity to interview donors, volunteers, beneficiaries, etc.
Furthermore, blog posts are an excellent type of creatable content because they are so easily shared; you can quickly spread the news of your newest blog post through social channels, email marketing, newsletters and more.
2. Use social media for storytelling
It’s no secret that implementing a successful social media strategy makes a huge difference in brand awareness and success of your nonprofit. Crafting content and dedicating efforts to community listening across each channel leads to two-way communication. Interacting with your donors online is one way you can show the people behind your organization.
Do make sure to be intentional about which platforms you use, however. If none of your donors are Twitter, don’t waste precious resources on content creation for that channel. If your research has indicated that most of your audience is active on Facebook, ensure that your content creation aligns with that platform.
3. Invest in videos
Of all the various types of content marketing, videos are among the most emotionally appealing and persuasive. Creating custom videos for your nonprofit is an excellent way to quickly show viewers what your organization does, why you do it and how. Videos can also be used to provide proof of the impact your organization makes as a result of donor involvement and contribution.
4. Create infographics
Infographics are one of the newer forms of content marketing that quickly and succinctly communicate content in bite-sized, easy to remember graphic illustrations. These can cover topics ranging from statistical summaries to checklists to fundraising illustrations and more.
5. Summarize with one-sheets
Marketing one-sheets are exactly what they sound like: quick summaries with consolidated content laid out creatively on a single sheet. Some great examples of effect one-sheets include checklists, reference content, diagrams, templates, and cause-effect relationships. Think of these as the elevator pitch of your organization put on paper.
6. Test out podcasts
As modern-day radio broadcasts, podcasts can be a great form of content for those members of your audience that prefer longer-form communication that they can listen to. Podcasts are increasing in popularity as a medium for information. Consider interviewing volunteers, donors, thought leaders in your industry or big names to tie to your cause.
7. Develop case studies
If your nonprofit recently completed a significant project, undertook a big endeavor, shaped the image of your organization or received news coverage, you may consider writing a case study detailing the story from beginning to end. Case studies present information with the intention of communicating the impact your nonprofit has made, with quantifiable figures to back it up.
Content marketing, when done correctly, leads to increased and more widespread brand awareness and shows your audience the people behind your organization.
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