Nonprofits Need Marketing, Too

You may have seen an article I shared recently from the New York Times on my Facebook page explaining that nonprofits need marketing just like any other business. It’s so true! As I thought about this article a bit more, a recent example came to mind that I thought I’d share with you.

As a marketer, I work with a wide variety of organizations. Many of them are for-profit businesses with the goal of increasing sales or brand recognition. I also have several nonprofit clients as well. I find it incredibly rewarding to be working with an organization whose mission I am fully supportive of and whose work betters our communities. It’s even more rewarding to give them huge wins on social media that don’t end up costing a fortune. (Actually, successful content marketing typically doesn’t have as large of a price tag as most of us might imagine!)

An example of a recent success for one of my nonprofits starts with the screen shot below:

Facebook Video Stats

These insights are from a 48 second video I created in less than 20 minutes using Lumen5. The video was very simple with images, background music and overlaid text that told the story of this particular nonprofit’s cause. I’m not going to discuss the actual nonprofit itself as that really isn’t relevant (and goes against my general rule of not discussing my clients with others). As you can see though from this screenshot, the stats were pretty impressive for a nonprofit in a community of less than 20,000 people.

I also didn’t put any promotional dollars behind this video. No boost, no ad, just a post on a business Facebook page. Clearly, this video really resonated with the local audience! This screenshot shows 265 shares but I recently checked and we’re well over 315 now–and counting.

I have to admit, my mind was blown by this as well. But when you really think about it, the video was clear, concise and extremely relevant to the nonprofit’s audience. It struck a chord, illustrated the importance of their cause and made people pay attention to a huge community issue.

This video is by far the most widely shared piece of content on that page to date, and it cost next to nothing to make. Lumen5 (at least for now) provides free images, music and video content along with a free platform you can use to create polished videos. Remember, the post also wasn’t boosted (though I later created a separate Facebook ad from it, not reflected in the stats above). So the only cost was my time spent creating the video–which was already included in the annual marketing package I set up for the organization.

If you take one thing away from this post, I hope it is that your nonprofit needs to be actively marketing itself. You as a director or manager can be in charge of this or you can place a trusted staff member in charge. And yes, you do have the option of outsourcing your marketing efforts to a trusted consultant.

Whichever route you choose, please make sure to invest some time and a bit of funding into marketing for your nonprofit. Your organization and your cause are worth it!


P.S. If you’d like to get started with marketing for your nonprofit, fill out the form below!

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