Through decades of nonprofit marketing experience and research, we have distilled 10 insights for nonprofits.
- Take advantage of your status.
- 25-70% off rate card with strong media negotiation
- Free space in TV, radio, print, and OOH using PSAs
- 34% of donors have given as a result of a PSA according to our research
- Google Ad Grants $10K per month
- 88% savings on postage with an indicia
- Discounts on online tools, courses, and products
- The mission is the motivator.
- The #1 driving force behind donations is believing in the mission of the organization.
- #2 is giving back to the community
- #3 is having a personal connection to the cause
- The most persuasive marketing tool is a differentiating story that is easy to remember.
- Emotion is the most important driver in donor intent.
- Individual success stories make the biggest impression.
- Stories about individuals are nearly 2x more effective than stories about groups or data/charts/statistics.
- Simplify and make it easy to take action.
- You have less than 10 seconds to grab attention.
- Avoid industry jargon
- Localize it
- Provide a local angle for the media
- Budgets go further with a mix of paid, earned and owned media.
- Stay relevant.
- Awareness months, holidays, special events, or specially created time period provides a media hook to make your campaign newsworthy.
- Continually demonstrate tangible impact.
- 72% of donors felt their gift made an impact, down 3% from last year.
- Donors want to see a tangible benefit of their gift such as providing for community needs like food, clothing, shelter, childcare, medical research and disaster relief.
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