Your nonprofit website’s About page (or menu) gives visitors more information about your mission, how you work toward it, and other crucial details about your nonprofit’s background. That may sound straightforward, but it doesn’t mean this page should be an afterthought in the web design process.
On the contrary, your website’s About page is an opportunity to tell your story in an engaging way, promote accountability and transparency, and ultimately recruit more supporters to your cause. It’s one of the first resources many potential new supporters will review to get a sense of what you’re all about, making it a critical part of the donor journey.
As we work through each tip, we’ll also highlight examples of effective nonprofit About pages from Kanopi’s roundup of the best nonprofit websites. Check out that resource for even more examples and consider how you can adapt each best practice to meet your organization’s unique needs. Let’s get started!
1. Offer a clear mission and vision statement.
The first thing you should explain on your About page or within your About menu is why your organization exists. Give visitors a clear understanding of what your organization does and why by highlighting your mission and vision statements.
Your mission statement should describe your organization’s foundational purpose and how you work toward that goal in one or two sentences. For example, if your organization works to end child hunger in the United States, your mission statement might be something like “We work to end child hunger nationwide by partnering with local communities to develop free food banks for families in need.”
A vision statement illustrates what the world would be like if your organization was able to achieve its mission. So, using the same example, your vision statement could say “We fight for the day when food insecurity has been eliminated in the United States.”
Our mission: Seeking to put God’s love into action, Habitat for Humanity brings people together to build homes, communities, and hope.
Our vision: A world where everyone has a decent place to live.
If you already have a mission and vision statement for your nonprofit, feature them in a prominent spot on your About page. If you don’t (or if you’re looking to update those statements), this is the perfect opportunity to meet with your team and brainstorm new ideas that better summarize your organization’s work.
2. Describe your strategic plan.
After drawing in visitors with your compelling mission and vision statements, they’ll be curious about exactly how your organization brings those ambitions to life. Make sure your About page includes details about your organization’s strategic plan, including your primary projects and programs.
Each section also includes a call to action (CTA) button letting visitors learn more about each initiative.
3. Introduce your leaders.
One of the most essential functions of your nonprofit’s About page is to foster trust between website visitors and your organization. When audience members see who is in charge of your nonprofit and their impressive credentials, you’ll show them that your organization is in good hands.
Here are some of the individuals you might highlight on your leadership page:
Board of directors
Senior managers
Regional managers/directors
Subject matter experts
It’s also helpful to include a short bio for each individual to give visitors a sense of their background and experience. For instance, the CARE leadership page lets visitors click on each name and review short profiles for each board member or global management team member.
4. Recap your organization’s history.
Show prospective supporters the positive impact your organization has made over time by recapping your history on your About page.
Highlight key dates and significant milestones such as:
Your organization’s founding date
The tenures of notable leaders
Significant or very successful projects
Major policy changes your organization influenced
To make your story more engaging, create an interactive or visual timeline with key dates of your journey. Take a look at the World Wildlife Fund’s History page as an example. This page includes a timeline grouped by decade with pictures to illustrate each step of the story.
This is also a great opportunity to link to your digital donor wall, highlighting the individuals that made your organization’s progress possible!
If your organization uses a top content management system like Drupal or WordPress, you can search for a design widget or module to build your timeline. It might also be helpful to work with a web designer who specializes in nonprofit projects to bring your vision to life and ensure your timeline is as engaging and visually appealing as possible.
5. Provide financial details.
Another essential aspect of building trust with website visitors is promoting accountability through financial transparency. Be clear about how you use your funding and where your organization stands financially. This will go a long way toward convincing potential donors that your nonprofit is worthy of their gifts.
Include the following details on your About page:
Annual reports
Details about how you use funding
Charity ratings
Values and fundraising code of ethics
For example, Doctors Without Borders’ robust financial accountability page highlights the organization’s financial, annual, and activity reports, fundraising ethics, and more. The website even includes a fixed footer that breaks down exactly how donors’ gifts are used, reassuring supporters that their donations are being handled responsibly.
6. Spotlight recent news updates or research.
Show website visitors that your nonprofit is actively involved in a number of initiatives by highlighting news updates and research on your About page. Be sure to spotlight the following:
News articles about recent projects. Your nonprofit might be in the news from time to time for different projects or events. Make the most of this publicity by sharing recent news articles or clips on your website.
Press releases about internal updates from your nonprofit. You might publish press releases to announce changes at your organization, such as when you hire a new CEO or reach a milestone goal.
Recent research and reports you’ve published. One of your organization’s public services might be conducting research in your cause area. Make this information easily accessible for interested website visitors. For example, the research page on the Girls Who Code website highlights recent reports about women and girls in tech.
Keeping relevant news and research updates front and center offers another opportunity for supporters to get a sense of what your mission looks like in action. Visitors will be able to see what your current priorities are and even identify new ways they can get personally involved.
Once you’ve perfected your About page using these tips, you’re ready to unveil it to the world! Promote it across your digital marketing channels by sharing a link on social media or including the link in your paid search ads.
Remember, if you’re looking for expert advice and tips on how to craft top-quality About pages, don’t hesitate to reach out to a nonprofit web designer. These professionals can leverage their expertise to help you design content that speaks to your unique audience.
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Pulling off a successful event involves a lot of moving parts. You have to plan logistics, assess your staff’s capabilities, and get the word out to your supporters. Whether you’re hosting an annual auction or trying out a brand new bike-a-thon fundraiser, there are plenty of ways you can improve your event and generate more funds for your nonprofit.
In this article, we’ll walk you through four methods using the example of a hybrid silent auction. As we get into more detail, keep your specific needs and goals in mind, and tailor these tips to your own event.
1. Create a plan centered on your audience.
When you create a fundraising plan for your event, make sure you make decisions based on your specific audience. Put yourself in your supporters’ shoes, and plan your event around their interests. You might choose a new location based on previous donor feedback or schedule the event later in the year to capitalize on your donors’ end-of-year giving habits.
Be sure to include all of these essentials in your fundraising plan:
Timeline. Plan out deadlines around sponsorships, auction item procurement, and when invitations need to go out. Consider how much time you’ll need for marketing the event to your supporters, as well.
Division of staff responsibilities. Build teams and committees around your areas of need. For our auction example, you should have an item procurement committee to request items and arrange for pickup or delivery.
Key performance indicators (KPIs) to measure your success. Will you measure your success by the amount of money raised? By attendance? By overall auction performance? Set specific metrics so you know how well you are doing.
Make sure everyone on your team understands their responsibilities for the fundraiser to ensure it runs smoothly and generates as much revenue as possible.
Gather information from past events to discover what worked and what didn’t. If you don’t have data or feedback from past events, don’t hesitate to survey your donors now to gauge their interests.
2. Add an online component.
Adding an online option to any event will create a more engaging, accessible experience for your attendees. When your guests are fully engaged, they’re more likely to donate! Depending on the type of event you’re hosting, you may need to research the ways you can successfully incorporate these elements. Let’s go back to our example of a silent auction to see what an online component could look like in action.
In an auction, you will reach more supporters if you make your auction accessible to remote users with quality auction software. Imagine if you are hosting an auction to benefit your school. Offering the option to participate remotely will encourage support from family members of students who live near and far.
Tools like mobile bidding also simplify and speed up the bidding process for in-person guests–leading to more excitement and more funds!
3. Market your event using multiple channels.
Marketing can feel scary, but it doesn’t have to be. If you know your supporters well, as we talked about earlier, you will know where they are hanging out online. Take stock of all your marketing channels, then expand your efforts based on where your communication will be the most effective. If your supporters are mostly on LinkedIn, for example, promoting on Snapchat might not be the most efficient use of your time and resources.
Promote your event on the social media channels you know your supporters spend the most time on. Target your audience in every communication.
Connect your marketing channels to drive more traffic. If you post event flyers at a local restaurant, add a QR code that leads to a social media post or even your event website with more information.
Consider automating some of your donor outreach using your CRM to free up more staff time for other event planning needs.
The wider you can spread the word about your event, the more you’ll boost attendance and revenue.
4. Maximize fundraising opportunities.
Build elements from other fundraising campaigns into your event to add variety to how your guests and supporters can give.
In our example of a silent auction, this could look like promoting an ongoing text-to-give campaign on your auction website. When you send announcements out to guests about mobile bidding during the auction, provide your text-to-give information in case attendees want to make additional donations along with their bids.
Almost any fundraising campaign can be added to your event to maximize revenue, such as:
Promoting matching gift opportunities. This strategy has worked for nonprofits for decades. Donors become much more engaged when they know their money will go farther, and matching gifts are a great way to do this.
Selling branded merchandise. Everyone loves to take home SWAG! Have t-shirts, mugs, or reusable bags printed up with your nonprofit’s logo, and sell them at your event.
Announcing an upcoming peer-to-peer fundraiser. Recruit your supporters to become involved at a personal level, using the power of their spheres of influence to raise money.
Placing a donation box at the event. Some events will ask guests to bring canned goods, jackets, or shoes to the event, providing an opportunity to have tangible, fast results that advance your mission.
Think about your fundraising strategy for the year and look for opportunities to support another fundraiser at your event. Your decor could even include information about future events!
Whether you decide to use a hybrid silent auction as your primary fundraising model or modify these tips so that they are more cohesive with another method, nonprofits everywhere can benefit from this combination of strategies.
When the event ends and your fundraiser has come to a close, review your metrics. Use this information to make any necessary adjustments for future events, and in turn, you’ll experience more successful events that drive more funds and move the needle for your organization.
https://nxunite.com/wp-content/uploads/2023/03/Handbid_NXUnite_4-Simple-Ways-to-Boost-Your-Nonprofits-Event-Revenue.png360690HannahThttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgHannahT2023-03-30 12:49:382023-03-30 12:49:394 Simple Ways to Boost Your Nonprofit’s Event Revenue
The considerations that must take place when starting a fundraiser can be overwhelming, but the first step is always determining what type of fundraiser you want to run. There are thousands of choices with pros and cons to each, but product fundraisers can be particularly successful in raising money for your cause. We’ll look at five benefits to running a product fundraiser.
1. Easy to organize
In contrast to fundraising events, which usually require months of planning and extra expenses like venue or catering costs, starting a product fundraiser is simple. To get started, you’ll just need to follow these steps:
Establish your goal and deadline
Choose a product fundraising partner
Choose a product to sell
Set up your physical or digital order form
Not only is the set-up easy, but selling is simple, too. No volunteer training or workshop is needed to teach someone how to sell. This is helpful for a fundraiser with a strict timeline since it requires very little planning and can be started or stopped at any time.
Running a fundraiser where your volunteers already know their roles is helpful, but they might not be needed at all in a product fundraiser. Depending on your organization, there are plenty of alternatives when it comes to selling your product. For example, you can leave a stack of order forms on the receptionist’s desk or accept orders completely online. If you’re selling products to fundraise for a school, you can give the product to the students and have them sell it.
2. Easy to market
Marketing is important for all aspects of a nonprofit, but product fundraisers are particularly easy to promote. Since they’re a tangible fundraiser, products make for great photo opportunities. Taking pictures of the items you’re selling can make nice social media posts promoting your products and fundraising goals.
Visuals are particularly influential when it comes to getting people interested in your cause. Feathr advises using compelling images to capture people’s attention as they’re scrolling through their social media feed. For example, if you’re selling food, detailed pictures of tasty snacks you’re selling can be really enticing.
Your product could also represent your organization in some way. Sell merchandise with your organization’s logo on it and supporters might be inclined to buy because they’d like to publicly show their support for your nonprofit. As an added bonus, selling something that displays your logo will make your supporters brand ambassadors. By wearing your logo, they’ll provide greater visibility for your brand.
3. Donors get something in return
Product fundraisers make it easier to raise money because people who wouldn’t normally donate to your cause might be interested in buying a product. These buyers might be incentivized by the fact that they could get something in return for giving, seeing your fundraiser as a purchase rather than a donation..
On the flip side, if your buyers are supporters of your organization, they might feel more connected to your nonprofit when they get something in return for donating. They’ll also be encouraged to give knowing that the money from their purchase is funding a good cause. No matter who the buyer is, this is an effective way to raise money because they’ll get a high return on their investment.
4. Reach a wider audience
Product fundraisers also make it easy to reach more of your supporters and wider community by selling both in person and online. Here are some ways you can advertise your nonprofit and its fundraiser outside of your organization’s immediate community of supporters:
Social media
Your website
Word-of-mouth
Flyers
Partnering with local businesses
There are opportunities for sales in more places than you can imagine. For example, if students are selling cookie dough to raise money for their school, they might take order forms to a parent’s office after school. Their parent’s coworkers might be interested in buying cookie dough and placing an order to support your school.
5. Flexibility in product choice
The best part about product fundraisers is that they’re fully customizable! There’s a wide variety of things you can sell and the sales timeline is completely up to you. If you have a target audience in mind as you’re organizing the fundraiser, choose a product you know they’d like.
Also, consider when you’ll be running the fundraiser. Products can be seasonal, and this can work to your advantage.
For example, ABC Fundraising suggests selling Christmas ornaments as a fundraiser for a church during the Christmas season. Members of the congregation will be interested in buying ornaments regardless of your fundraiser, but will be especially motivated by their affinity for their church. You could even get the children in the church to make ornaments as a fun Sunday morning craft and sell those ornaments for the fundraiser.
The sky’s the limit when it comes to ideas for effective product fundraisers. Choose an idea that appeals to your audience the most and customize your fundraiser to work well for your organization. No matter what idea you choose, the benefits of product fundraisers can make a huge impact on your nonprofit.
https://nxunite.com/wp-content/uploads/2023/02/ABC-Fundraising_NXUnite_The-Top-5-Reasons-to-Leverage-a-Product-Fundraiser.jpg360690Adam Weingerhttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgAdam Weinger2023-02-27 22:41:312023-02-27 22:41:32The Top 5 Reasons to Leverage a Product Fundraiser
Matching gifts play a vital role in any modern organization’s fundraising. However, not all donors know that these programs even exist, resulting in lost revenue for causes like yours. That’s why you need a plan to promote matching gifts if you want to use corporate giving as a viable fundraising avenue.
With an estimated 4.3 billion users worldwide, the Google Ads platform empowers nonprofits to connect with a world of prospects. That means you can fill in these knowledge gaps and let more prospects than ever know about matching gifts. Best of all, eligible organizations can receive free ad credits to spend on promoting web content through the Google Ad Grants program.
So long as you follow the program’s rules, the Google Ad Grant gives you the flexibility you need to get creative with your matching gift promotion.
To get your creative juices flowing, we’re here to help you combine the power of corporate giving and Google Ads. If you’re ready to supercharge your fundraising efforts, here’s what this guide will cover:
Creating Google Ads and meeting the Ad Grant program’s requirements can be tricky for newcomers. That’s why we recommend working with the experts at Getting Attention.
Their Google Ad Grant managers know what it takes to create compelling ads that expand your digital marketing capabilities. With an expert on your side, you can create persuasive ads that promote matching gifts to qualified users. While waiting to chat with their team, explore the tips below to get some ideas for your Google Ads strategy.
What To Know Before Promoting Matching Gifts With Google Ads
Diving headfirst into creating Google Ads for matching gifts can be tempting. But it’s important to go into it with some background knowledge and a solid strategy.
Knowing the basics will give you the necessary foundation for creating Google Ads that meet the program’s requirements and inspire users to complete the matching gift process.
What are matching gifts?
Matching gifts are a type of corporate giving program in which companies promise to match their employees’ donations to eligible nonprofits. Employers usually create a series of guidelines, such as the maximum donation amount they’ll match, which employees are eligible, and which nonprofits are eligible.
An individual donates to your nonprofit and researches their eligibility for their employer’s matching gift program.
If eligible, they’ll submit a request to their company to match the donation.
Finally, the company will confirm the initial donation with your team and make its own donation.
Pretty simple, right? The only downfall is that many donors don’t know about this opportunity. In some cases, they’re actually confused by the framework and might not follow through on submitting requests to their employers. That’s why marketing is crucial.
What is the Google Ad Grant program?
The Google Ad Grants program provides free advertising credits to eligible nonprofits. Participating organizations receive a monthly allocation of $10,000 to spend on Google Ads. They bid on mission-related keywords and design ads that inspire people to visit their website.
In our guide to the basics of Google Ad Grants, we explain that “through this program, Google’s goal is to empower nonprofits to supercharge their search engine marketing (SEM) efforts and deliver worthwhile public service messages to a global audience.”
Nonprofits most often promote content related to fundraising, volunteering, and their services. That makes this the perfect place to promote matching gifts!
Generally speaking, there’s a lot of confusion surrounding matching gifts — including everything from what they are to how to submit an employer request. Your nonprofit needs to step up its marketing game to increase matching gift awareness and drive more matches to completion.
So, what makes Google Ads an effective avenue to promote matching gifts?
Think about it: whenever you want to learn something new, you likely Google it. Your donors are the same way! When they want to support a cause near to their hearts, they often use Google to research organizations pursuing relevant missions.
Google Ads can make sure your content shows up first for those all-important keywords related to your mission, making it ideal for promoting matching gifts.
In 2021, return on ad spend (ROAS) was the highest for search ads compared to other digital advertising methods.
Organizations only spend around $0.06 for every dollar raised online.
View-through revenue (revenue from donors who saw but didn’t click on an ad) accounts for 35% of all giving sourced from digital ads.
98% of searchers click a result on page 1 of Google Search results.
Nonprofits see these incredible results because of Google’s large user base and the Google Ad Grant’s customization features. For example, you can use geotargeting to narrow down your audience to specific regions.
You can also leverage features like Responsive Search Ads (RSAs) to improve ad performance. Getting Attention’s ultimate Google Ad Grant guide explains that you’ll submit a variety of ad headlines and descriptions for an RSA. Then, Google will automatically cycle through different versions of your ads to find the ones that drive the most clicks.
How To Promote Matching Gifts With Google Ads
We fully believe that Google Ads can play a critical role in promoting matching gifts to your donors. While it takes a bit of work to create your ads and manage your account, you have the potential to spread more matching gift awareness than ever before!
Let’s walk through some basic steps for getting started.
1. Create Matching Gift Content on Your Website.
Google has a pretty strict website policy for nonprofits using Google Ads. Any content you promote through the Google Ad Grant program must be hosted on your domain. So, if you want to promote matching gifts, you’ll need matching gift content on your site.
While essential for your Google Ads, creating this content is also a great way to spread matching gift awareness among any visitor — no matter how they end up on your website.
Here are some common ways you might incorporate matching gifts into your website:
Your donation form. Every organization has a donation form! This is one of the most popular pages that nonprofits promote using the Google Ad Grant. Anyone who visits this page will already be considering donating, making it an optimal time to promote matching gifts. Include an employer search tool where donors can research their eligibility for their employers’ programs. After all, who wouldn’t want to multiply their donation without spending another penny?
A dedicated matching gift page. This should be your ultimate resource for matching gifts. Include details about what matching gifts are and how donors can submit requests to their employers. Don’t forget to embed an employer search tool, so users can research their companies’ programs.
A ‘Ways to Give’ page. This covers all the ways someone can give to your cause, whether through corporate giving, volunteering, or attending an event. Include a section on matching gifts. You might give an overview of what they are and direct users to your dedicated matching gift page to learn more. (Hint: This page is great to append to any ad you create and will help you spread the word to a wider audience.)
Once your content is published, you can add these as the landing pages for your matching gift Google Ads. Your “landing page” is where users will arrive on your site after clicking your ad. Choosing landing pages that correlate with your keywords means you can meet users’ goals and deliver the exact content they want.
Your keywords are an important part of your ads. These are what users will type into Google to find your cause, so it’s important to select the right ones.
Through the Google Ad Grants program, you’ll receive free access to a variety of tools to track your ad performance. One of these is Google Keyword Planner.
You can use this platform to conduct keyword research, get keyword suggestions, and determine what your prospects are searching for on Google. It’ll also give you an idea of how much to bid on keywords. Then, you can develop ads that target these search queries and promote matching gifts.
When creating a keyword list for your matching gift ads on Google, here’s what we recommend:
Think about what your donors would search to find your cause. How might a prospective donor find your nonprofit on Google? For example, if your nonprofit supports Breast Cancer patients and funds research, a donor might search “donate to breast cancer research.” Think about how any mission-related keywords like this correlate with matching gifts.
Don’t be too specific with your keywords. Remember, a lot of people don’t know about matching gifts, so using general keywords can be beneficial. A keyword like “matching gifts to breast cancer research” is too specific and will limit your audience. However, don’t be too generic, as your ads might not be shown to people who want to support your work.
Don’t spend your budget all in one place. When starting out, you’ll want to avoid high-competition keywords. Many organizations might bid on the same keywords, driving up the bid costs. Stick with some less competitive, more specific keywords as you get started. Keyword Planner will give you an idea of how much you’ll need to bid on different terms.
Navigating keyword research platforms and choosing search terms can be tricky and somewhat daunting for newcomers. That’s why we recommend working with a Google Grants agency. Professionals know how to find the keywords your donors are searching, reducing the learning curve for your team. That means you can publish your ads and start promoting matching gifts sooner!
An Example of Choosing Matching Gift Keywords
Let’s walk through an example, so you can see how this might look in practice. Let’s stick to our Breast Cancer foundation example. Using Google Keyword Planner, you can enter terms like ‘donate to breast cancer research’ and ‘support breast cancer patients.’ The tool will provide you with recommendations for building out your keyword list with related terms.
These terms are just specific enough to target potential donors without being overly specific to where you limit your audience. People searching these terms are likely thinking about donating or supporting your cause in other ways.
From here, think about what landing pages you can drive users to that relate to these terms. For example, you can drive users to your donation form that features matching gifts. You can also append additional links to your ‘Ways to Give’ page or matching gifts page using Google Ads’ sitelink extension feature.
3. Write Your Google Ads for Matching Gifts.
At this point, you’ve picked your keywords and landing pages. Now is when your creativity comes into play! You’ll need to write your ad and think carefully about how to promote matching gifts with it.
Your ad is the first impression that users will have of your cause. This is where you’ll share your case for support and encourage users to support your cause. Because of this, make sure it’s well-written and persuasive.
When crafting your ad, keep the following in mind:
Incorporate your keywords. This indicates to users that your ad relates to what they searched. Throw your keywords and some variations into the headline and description of your ad.
Create cohesion between your landing pages, keywords, and ad text. The content you promote should align with the user intent for the keyword. For example, if someone searches “donate to animal rescue,” it makes more sense to link users to a donation form rather than a blog post about matching gifts. Then, use your ad text to explain how your ad relates to the search query.
Use ad extensions to provide additional ways to engage. Google Ads provides customization features to build out your ads and optimize your account. With the sitelink ad extensions feature, you can include mini-ads, linking users to additional pages on your site. Sticking to the example above, you could make your donation form your main landing page. Then, add your ‘Ways to Give’ page and matching gifts page as sitelinks.
Include a call to action in your ad. It’s always smart to tell readers exactly what you’d like them to do after seeing your ad. Phrases like “donate now” or “learn about matching gifts” can persuade people to click your ad.
Crafting the perfect Google Ad to promote matching gifts can take some time. After publishing your ads, make sure to log into your account regularly to monitor ad performance and make adjustments.
Working With a Google Ads Manager To Promote Matching Gifts
If you’re still confused about how to promote matching gifts, you don’t have to attempt it alone! And even if you’re experienced with Google Ads, managing a Google Ad Grant account can be time-consuming. That’s why we recommend working with an experienced Google Ad Grant manager.
As our recommended agency, Getting Attention knows how to craft compelling Google Ads. Whether you want to promote matching gifts or amplify other areas of your work, they’ll work with you to accomplish your marketing goals.
To empower their nonprofit partners to achieve new heights, they offer these services:
Google Ad Grant eligibility check and application
Full account setup or existing account audit
Ad creation
Keyword research report and recommendations
Ongoing account maintenance and reporting
Landing page relaunch, including design work
Suspended or lapsed account reactivation
If you want to learn more about promoting your cause with Google Ads, line up a free consultation! From here, you can discuss your Google Ad Grant goals. They’ll help you understand how Google Ads fold into your matching gift promotion and your marketing strategy as a whole.
Matching gifts can make up a sizeable part of your organization’s revenue. However, you need a thorough marketing strategy to make sure your donors know about corporate giving opportunities like this.
As you now know, Google Ads are the perfect marketing avenue to throw into your toolbox! The Google Ad Grant can take your matching gift promotion to new heights when you get creative.
As the world’s most popular search engine, Google puts nonprofits like yours in touch with more prospects than ever. But it’s up to you to craft ads that inspire them to get involved with your cause and learn more about matching gifts.
As you start building out your marketing strategies, make sure you’re fully prepared by exploring these resources:
https://nxunite.com/wp-content/uploads/2023/02/How-to-promote-matching-gifts_feature.png370700Erin Tolandhttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgErin Toland2023-02-10 17:48:292023-02-22 14:48:06How to Promote Matching Gifts: Reimagining Your Google Ads
Businesses that give back to their communities receive a number of benefits in return. From improved reputations to higher employee retention, corporate philanthropy is only increasing in importance in the for-profit sector and for good reason.
Corporate giving takes many forms, and one method in particular allows businesses to make an impact and engage employees at the same time: employee giving programs. Workplace-based giving initiatives provide employees with the opportunity to make a difference with their own two hands.
In this post, we will discuss the benefits of employee giving programs and provide examples of companies that have successfully implemented such programs. Specifically, we’ll explore:
Whether you want to update your current employee giving strategy or launch an entirely new program, this guide will provide answers to what makes employee giving so effective.
What are the benefits of employee giving programs?
Employee giving programs provide numerous benefits for both employees and the companies that implement them. Some of the key advantages of these programs include:
Improved Employee Engagement and Morale
Employees who can support causes they care about through their workplace are more likely to be engaged and motivated in their jobs. After all, they know their hard work is helping to support a good cause.
Studies have shown that employees who are engaged in their work are more productive, have higher job satisfaction, and are less likely to leave their jobs. In addition, employees who can give back to their communities through their workplace are more likely to have a positive attitude and feel a sense of purpose in their work. Let’s look at some specific statistics:
Companies with employee giving programs are also more likely to attract and retain top talent. Many job seekers today are looking for companies that align with their values and support charitable causes, and having an employee giving program can be a key differentiator in the job market.
Boosted Reputation
Companies that practice corporate social responsibility (CSR) are generally looked upon favorably by consumers and employees alike. As discussed, employees want to work for employers they know are making a positive impact in the world, and consumers also want their hard-earned dollars to support businesses making a positive impact.
All types of corporate philanthropy can lead to a positive reputation boost. For example, sponsorships, match grants, and in-kind donations can all help worthy causes. However, employee giving programs specifically give employees more control over which organizations receive funding, increasing their stake in the business’s CSR practices.
In addition to making financial contributions, employee giving programs can also provide opportunities for employees to volunteer their time and skills to support charitable organizations. This is why some law firms require lawyers to work a certain amount of pro-bono hours each year.
Although, take care in whether employees are invited to participate in employee giving or are forced to. While optional programs are likely to see less participation, required ones can lead to resentment from employees, especially if they have limited say in which causes they can give to.
For an example of how to offer freedom of choice in an employee giving program, many companies offer matching donations or volunteer grants. Within these programs, the company matches its employees’ gifts or donates based on the hours its employees spend volunteering. The employees decide which organizations they want to support, and their employer follows suit by giving to the causes they’ve signaled they care about.
Tax benefits
CSR programs allow businesses to do good in the world. Of course, businesses are also fundamentally for-profit organizations, and saving a bit of extra money due to their philanthropic actions is often a major motivator behind giving programs.
Here’s a rundown of how employee giving programs provide tax benefits for both companies and their employees:
For companies, workplace giving programs can be a tax-deductible expense, reducing tax liability. In addition, many companies offer matching donations or volunteer grants as part of their employee giving programs, and these contributions can also be tax-deductible.
For employees, individuals who make charitable contributions through payroll deductions or donate as part of a matching gift program can claim these deductions on their tax returns. In-kind donations employees make by volunteering their professional services can also sometimes be claimed as a deduction. Work with employees to help them estimate the value of their in-kind donations and make accurate statements on their taxes.
As part of your business’s corporate giving strategy, keep careful records of your donations. Request donation receipts from your nonprofit partners if they are not already providing them, and ensure the details of sponsorships and other partnership arrangements are written down and confirmed by both your business and the nonprofits you work with.
Types of Corporate Giving Programs
Corporate giving takes many forms, some of which include employee involvement. Most businesses that are serious about CSR will have a mix of philanthropic programs to meet their communities’ needs and be responsible corporate citizens.
Let’s take a look first at corporate giving programs that have an element of employee giving:
Matching gift programs allow employees to give more to the causes they care about. In a matching gift program, an employee donates to a nonprofit of their choice. Then, they submit a matching gift request to their employer reporting the donation. If the application is approved, the employer makes an equal contribution to the nonprofit. At a few exceptional companies, they’ll even donate double or triple the employee’s initial gift.
Volunteer grant programs allow employees to lend their time to the causes they care about and contribute financially through their employer. Essentially, employees volunteer and then report their hours and any other necessary details, like the nonprofit’s tax ID, to their employer. The business then makes a donation either on a per-hour basis or after a certain hours threshold has been reached.
Payroll deductions are the most convenient type of employee giving. Employees agree to be part of an automatic deduction program and have a portion of all future paychecks donated to a nonprofit unless they later ask to opt out of the program.
Grant stipends differ from matching gifts and payroll deductions by providing employees with the money to donate instead of asking them to reach into their wallets. Businesses provide funds specifically to be donated, and employees then give them to a cause of their choice.
These programs engage employees and let them have an active say in what causes are supported. Of course, there are many other worthwhile corporate giving opportunities unrelated to employees that a company might pursue. These include:
Corporate foundations are charitable organizations that are established, managed, and funded by companies. Essentially, these foundations are nonprofit organizations with corporate backing. Some provide grants to nonprofits, while others plan and launch their own mission-based initiatives. As an example, The Ben & Jerry’s Foundation is managed by Ben & Jerry’s and awards grants to advocacy groups.
Charity brand lines are a form of sponsorship wherein a company works with a nonprofit to develop a specific product or service and pledges to donate a portion of sales proceeds to the nonprofit. Shop-for-a-cause programs like this focus simultaneously on helping nonprofits and driving sales since socially conscious consumers are more likely to buy a product if they know it supports a good cause.
Sponsorships involve companies providing support to nonprofit events, programs, or initiatives. This support can be financial gifts, in-kind donations, or marketing assistance. Sponsorships can also be one-time deals or ongoing partnerships based on the agreement between the nonprofit and the corporation.
Impact investments are a process wherein companies invest in nonprofits or socially responsible for-profit organizations. The investment funds provide support for the organizations to get their programs off the ground, and the company generates a financial return.
Last, there’s one type of corporate giving program that fits in the middle of this venn diagram:
In-kind donations can involve employees or be entirely managed by the company. For example, mission-driven businesses that provide software nonprofits use often have free or discounted subscription options for nonprofits. This form of corporate philanthropy does not involve employee giving at all. However, in-kind donations also include professional services, like consulting, accounting, photography, graphic design, and coding all rely on volunteers, which will be the business’s employees.
Which type of corporate giving is right for your company? The answer depends on numerous factors, such as employee interest, which nonprofits are interested in working with your business, and what resources you have available to spend on philanthropy.
However, if we had to pick a favorite, we would single out matching gifts as the best type of employee giving program.
An In-Depth Look at Employee Matching Gifts
With over 26 million individuals working for companies that offer matching gift programs, employee matching gifts have the capacity to make a major impact. For your program, determine what causes you want to support through matching gifts, which of your employees are eligible, and how much you intend to give.
For instance, one company might make only full-time employees eligible for matching gifts, but they may pledge to match all gifts at a 1:1 ratio with an annual cap of $10,000. In contrast, another company might open up its matching gift program to part-time and retired employees but enforce a narrower range of gifts between $50 to $2,500 and exempt donations to educational and religious institutions.
However you decide to organize your matching gift program, you can access benefits like:
Flexibility. Depending on their employer’s restrictions, matching gift programs allow employees to decide which causes they want to give to, when they make their donations, and how much they give. While placing limits on your program can channel employees to support specific causes, keep in mind that as restrictions go up, participation goes down.
Potential for automation. Matching gift technology is advancing fast, and businesses using CSR software with matching gift auto-submission technology can enable their employees to complete their matching gift requests in seconds. All they need to do is turn on the feature, and employees will get the option to have their request automated when they give to nonprofits with matching gift software.
Easy management. Once you kick off your matching gift program, it essentially runs itself. Businesses just need to regularly take two actions. They need to approve matching gift requests and routinely promote the program to remind employees to participate.
Interested in what matching gift programs look like in action? Here’s how matching gift programs have played out at a few companies whose names you might recognize:
Microsoft. Microsoft’s employee giving program, known as the Microsoft Employee Giving Program, encourages participation by having a donation minimum of just $1. Both full and part-time employees can participate, and almost every type of nonprofit organization is eligible for a matching gift.
Coca-Cola. Most employers have a 1:1 matching gift rate, but Coca-Cola wants to make its employees’ donations go even further with a 2:1 rate, effectively tripling donations.
Johnson & Johnson. Both current and former employees at Johnson & Johnson can increase their donations. Current full and part-time employees receive a 2:1 matching rate, while retirees still get a standard 1:1 ratio.
Overall, employee matching gift programs can provide numerous benefits for companies and their employees. By offering such a program as part of their employee giving programs, companies can increase the impact of their employees’ charitable giving and enhance their reputation as socially responsible organizations.
How to Implement an Employee Giving Program
The first step in implementing any CSR program is deciding that now is the right time. You have the resources, a philanthropic mission, and you’re pretty sure that your employees will be happy to participate. Now you just need to plan your implementation.
While details vary depending on your program of choice, here are the five steps most companies will take to launch their new employee giving program:
Identify the causes that are most important to your employees. As the name implies, your employees drive your employee giving program, so make sure it’s focused on causes they want to support. Conduct a survey or hold focus groups to find out what causes are most important to your employees. If opinions are divided, consider a program like matching gifts allowing each employee to make their own giving decisions.
Offer a range of giving options. There’s no need to limit yourself to just one type of employee giving. For instance, many companies that offer matching gift programs also support volunteer grants. Refer to the causes and types of activities employees indicated interest in from your initial survey.
Invest in the right CSR software. Choose a CSR platform with the tools you need to run your program. Most CSR software comes equipped with features to record employee volunteer hours, manage matching gifts, and provide employees with information about donating through your company. However, different vendors focus on different aspects of CSR, so be sure to research platforms and request demos before making any final purchasing decisions.
Provide clear and concise information. To ensure that your employees understand your employee giving program and how to participate, provide clear and concise information about your new program. This includes providing guidelines on eligible charities, making donations, and claiming tax deductions. Make these resources easily accessible, such as adding them to your employee handbook.
Promote the program to your employees. Some employee giving programs, like payroll deductions, require minimal active participation from employees. Others, like matching gifts, are entirely at employees’ discretion. Make sure employees know about your giving program by providing regular reminders and updates whenever you make a major difference for a nonprofit.
By following these steps, you can design and implement an employee giving program that engages your employees and supports the causes that they care about. This can help your company positively impact your community and enhance your reputation as a socially responsible organization.
Additional Employee Giving Resources
Employee giving programs provide numerous benefits for both employees and the companies that implement them. These programs can increase employee engagement and morale, help companies meet their CSR goals, enhance their reputations, and provide tax savings for both the company and its employees.
Of course, the CSR world is vast, and this overview is just one perspective. To learn more about employee giving before launching your own program, read a few of our favorite resources:
How to Promote Matching Gifts: Reimagining Your Google Ads. Take your matching gifts program to the next level with Google Ad Grants. Discover how to use Google Ads and what they can do for your matching gift program and other CSR efforts.
Did you know that it takes just 50 milliseconds for online users to form an opinion about your website, which ultimately determines whether or not they like it and if they’ll stick around? In half the time it takes most websites to even load, your online visitors have already made snap judgments about the value of your website and – by extension – your association or member organization.
Every one of those curious scrollers who winces and clicks away is a potential new member, you’ve just lost to something as easily-solvable as simple web design changes.
So, how do you start tackling poor association website design and determining which design elements will turn casual visitors into happy new members? If you’re at a loss for where to start, never fear—we’ve prepared these tried-and-true association website best practices to boost your online member acquisition:
With digital engagement on the rise, it’s more important than ever to use your website as an attractive, interactive hub to enhance the member experience and entice visitors to hit the registration button.
Optimize accessibility for any user, on any device.
First things first: your top priority is making sure that your website actually works when users click through it.
This sounds easy enough—if every site visitor were a digital native with a fiber optic internet connection and a desktop computer. Unfortunately, the reality is a lot messier, and many potential and current members aren’t going to fit that mold.
To ensure that every site visitor has the same smooth, seamless online experience no matter when, where, or how in the world they’re navigating your site, take a look at these UX best practices:
Optimize your website for all devices, especially for mobile users.
Cut down on load speeds by compressing images, minimizing redirects, and removing unused code.
Use high-contrast colors for text and graphics, allowing visually-impaired site visitors to see your content.
Include alt-text with all images, which describes visual content for users who might have a poor internet connection or use screen readers.
There are many small but important steps you can take to open up your website to a vast new audience of online users. However, there’s a limit to how much you’ll be able to tweak your website without some serious technical experience.
For best results, consider investing in a dedicated association website builder. A user-friendly CMS allows even the most technically-challenged association professionals to make effective changes to your website. Use drag-and-drop features, customizable templates, and member-specific design toolkits to make an association website that will blow users away—and encourage them to head straight to your membership registration page.
Use visual storytelling to capture the member experience.
Once users have successfully loaded your site, you’ll want to make the most of that precious half of a second where they’ll be judging whether to explore further or run away screaming.
This is where visual storytelling becomes your best friend. To immediately capture visitors’ attention and draw them into the narrative of your association, incorporate vibrant, professional images across your major web pages.
From Pulitzer-worthy candids of your event guest speakers in action to Instagramable snapshots of members, these snackable images instantly convey what your association stands for (and what you can offer users if they join).
Of course, pictures aren’t the only visual element to pay attention to. Don’t forget to build your membership website with:
The tactical use of white space
Concise, action-oriented text
Complimentary color palettes
Clean, striking typography
When you bring all of these pleasing elements together, you’ll have created an irresistible feast for the eyes that not only wows new site users but also engages current members.
Tease users with sample content, previews, and perks.
Now that you’ve survived that roller coaster of the first minute visitors spend on your website, you have to continue feeding their interest to successfully attract new members.
Remember that actions speak louder than words. So, rather than writing some long-winded appeal for users to give your association a chance, give them a taste of what they’re missing out on!
Take a page from the MemberClicks guide to building a membership website and strategically organize your association website for the public (including prospective members) so that they can access and sample enticing content. In particular, you’ll want to allow anyone to view your:
Event calendars and promotional materials
Key webpages, such as landing, about, and event pages
Surface-level versions of your member directory
Engaging resources that are useful to your members, such as informative podcasts
You could even offer tastes of event content, downloadable resources, educational materials and other small samples of everything your association has to offer. If users want more, all they need to do is sign up.
Leverage the promotional power of your member directory.
At first glance, your directory may just seem like a glorified list. But in reality, it can be a critical tool for member networking, digital engagement and (you guessed it!) public promotion.
Think of it as an online pamphlet that prospective members can flip through to see just how many passionate members have taken the dive to join your association. And for a small price, they, too, can access the full high-powered network of fellow professionals.
Be sure to invest in an association management system that can integrate seamlessly with your website. This will allow you to upload your directory directly into your CMS and automatically update member information as new members join and existing members tweak their profiles.
There’s no such thing as a perfect association website, and there will always be room for you to improve, adjust, and revamp elements of your site to maximize engagement and push individuals toward your registration page.
Use regular A/B testing to see how different versions and elements of your website perform and what steps you can take to constantly improve the online user experience.
This is especially important as web technologies continue to evolve and user expectations get higher and higher for what they want to see from your association web platform.
There are many moving parts to consider to build out a truly awe-inspiring, member-acquiring association website. To guarantee that you end up with a beautiful, functional web platform rather than Frankenstein’s monster, use these key tips and tools to guide you through the creative and technical process.
From investing in the right website builder and AMS solution to mindfully organizing your site’s visual elements, these insights should give you the confidence and power to create a membership website for the ages.
https://nxunite.com/wp-content/uploads/2022/11/MemberClicks_NXUnite_5-Association-Web-Design-Tips-to-Boost-Member-Acquisition_Feature.png360690wpenginehttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgwpengine2022-11-09 14:09:472022-11-09 14:11:295 Association Web Design Tips to Boost Member Acquisition
If you’ve been in the fundraising world for a while, you might be familiar with the Google Ad Grant program. Google provides eligible nonprofits with $10,000 per month in ad spending to help boost their organizations’ reach online.
However, you may not know much about Microsoft’s new program, Ads for Social Impact, which functions similarly to the Google Ad Grant program. As of June 2022, Microsoft offers nonprofits $3,000 per month in ad spending for platforms such as Bing, Yahoo, AOL, Outlook, MSN, and Microsoft Edge.
Although the grant amounts differ between the two programs, both can help you spread awareness of your organization’s mission and raise money for your cause.
Our mission at NXUnite is to provide nonprofits with tools and resources that will set them up for success. We believe that the Microsoft Ad Grant is one such tool that will help organizations spread their missions and reach their fundraising goals. We’re happy to offer this guide so nonprofits can learn more about the program and how to enroll. Here are the topics we’ll cover:
Microsoft’s Ads for Social Impact program serves to help eligible nonprofits drive traffic to their websites and reach their fundraising and marketing goals at no cost to these organizations. The Microsoft Ad Grant covers $3,000 per month in ad spending for ads on multiple Microsoft-owned websites.
Since Microsoft Ad Grants cover so many different platforms, it can be difficult to picture what an ad created by a participating organization would look like. We’ll walk you through an example on Yahoo so you can visualize how a Microsoft Ad for your particular organization might look.
Let’s say that someone in your community is passionate about protecting wildlife. While checking their Yahoo email, this person might do a quick search for “save the turtles.” Yahoo will return a results page with the phrase “Ads related to: save the turtles” at the top. Underneath, there will be links to websites dedicated to protecting wildlife. These organizations are using Microsoft Ads to boost their reach and spread their mission online.
Nonprofits enrolled in the Microsoft Ad Grant program receive unique benefits that distinguish Microsoft’s program from Google’s. Your organization might already leverage paid search opportunities with Google or Microsoft. For nonprofits that use Google Ads, they must create a separate account for the Google Ad Grant program. In contrast, organizations that already use Microsoft Ads can apply their Microsoft Ad Grant directly to their existing account, allowing them to keep all of their campaigns in the same place.
Another difference between the two programs is the required account restrictions. Since Google Ad Grant accounts are separate from typical Google Ad accounts, there are more restrictions put on Google Ad Grant accounts, including minimum click-through rates, minimum quality scores, and maximum cost-per-click. In Microsoft’s program, all of your Microsoft Ads are under one account with none of these restrictions. That way, you can use the grant just as you would use funds for a regular paid search campaign.
Now that we’ve covered the basics, it’s time to move on to the benefits of enrolling in Microsoft’s Ads for Social Impact program.
Benefits of Microsoft Ad Grants
Besides expanding visibility for your website, there are many benefits of leveraging Microsoft Ad Grants. Take a look at some of the main advantages of participating in the program:
More site engagement.
While creating engaging content is a great way to improve your organization’s website, your content won’t fulfill its purpose if people can’t find your website in the first place.
By producing Microsoft Ads that highlight different pages on your site, you’ll encourage people to check out the resources they’re interested in. Someone looking to volunteer for a nonprofit will search differently than someone looking to donate, and by using your Microsoft Ad Grant appropriately, you can make sure both individuals find the information they need on your website.
More conversions.
Once you get more people to engage with your site, you’re likely to see more conversions. Just as businesses and other for-profit organizations track conversions to sales, nonprofits can track different types of conversions to measure the impact of their campaigns. Some online conversions your organization might track include:
Donations
Email list signups
Event registrations
Petition signatures
Ticket sales
Volunteer signups
By using the Microsoft Ad Grant to show prospective supporters the pages they’re interested in, you can increase the likelihood that people will perform the intended actions associated with those pages rather than aimlessly skimming your website.
Additional communication with your supporters.
As a nonprofit, you likely already use a mix of communication tools such as email, direct mail, phone calls, text messages, and social media. Microsoft Ad Grants provide an additional opportunity to reach out to your supporters in a more understated way.
While it’s important to engage with your supporters in a variety of different ways, it’s also important not to overwhelm them with too much information and too frequent communication. With Microsoft Ad Grants, you allow current and prospective supporters to learn about your organization on their own time and at their own discretion.
Better understanding of your supporters.
When a supporter interacts with your website, their actions provide several types of data for your organization. By keeping track of this data, you can figure out how to improve your campaigns and get the most out of your Microsoft Ad Grant.
To help you analyze your website activity, Microsoft provides tools such as event tracking, campaign analytics, and traffic insights. That way, you can leverage this information and use it to your organization’s advantage to make sure your website and content are serving your supporters as they should.
Set amount of funds each month.
Once you’re enrolled in the Microsoft Ad Grant program, you can be sure that you’ll receive $3,000 in your Microsoft Ad account each month. While this may seem like a given, many traditional grant programs allocate limited grant funds to qualifying organizations based on their needs.
Knowing exactly how much money in ad spending you’ll receive from Microsoft each month, you can better plan how your organization will use the grant without wasting time wondering how much money you’ll be allotted.
Ways to Use Microsoft Ad Grants
Just as it’s important to outline your goals for a fundraiser or social media campaign, it’s good practice to determine what you want to achieve by using your Microsoft Ad Grant. Setting goals for your campaigns will ensure that you’re using your grant money efficiently.
If you’re not sure what goals you’d like to accomplish during your time in the Microsoft Ad Grant program, take a look at some of our suggestions:
Encouraging donations
Expanding your donor or subscriber base
Advocating about issues important to your organization
With your goals in mind, you’ll create campaigns with better focus and get the most out of your Microsoft Ad Grant.
Eligibility Requirements
If you’re interested in applying for the Ads for Social Impact program, you’ll need to make sure you’re eligible for the program. Microsoft has three main eligibility requirements. The first is status as a legally recognized nonprofit or non-governmental organization in your country. For United States-based organizations, that includes registering with the IRS as a tax-exempt 501(c)(3) organization.
The next requirement is operating on a not-for-profit basis and serving a specific mission. Microsoft gives mission examples such as helping the poor, preserving the environment, and protecting human rights.
Microsoft’s final requirement is that all participating organizations are inclusive of others. They prohibit any organizations with discriminatory policies or missions from joining the program.
In addition the Microsoft’s three eligibility requirements, they also list ineligible organization types, such as:
Professional and semi-professional sports organizations
Political, labor, and fraternal organizations
For a full list of eligibility requirements, check out Microsoft’s program eligibility page here.
Microsoft Ad Grant Application
After determining your organization is eligible for the program, the next step is to fill out an application. There are two main parts of the application.
First, you’ll apply to Microsoft for Nonprofits, Microsoft’s overarching program dedicated to nonprofit tools and resources. This part of the application has four steps.
Welcome & Policies. When you begin the application, you’ll be asked to fill out information for your organization’s point of contact. You’ll also confirm that you understand the Microsoft for Nonprofits program policies.
Organization Info. In this section, you’ll fill out information about your nonprofit including your organization’s name, address, website, phone number, size, budget, mission statement, and IRS EIN.
Verify Phone. Next, you’ll verify your organization’s phone number so Microsoft can communicate with you.
Create Account. Finally, you’ll be able to set up your login for your Microsoft for Nonprofits account. You should hear back about the status of your application within 24 hours.
The second part of the application process is applying for the Microsoft Ad Grant itself. You’ll provide additional information about your nonprofit and point of contact, and Microsoft will get back to you within 10 business days.
Microsoft Ad Grant Best Practices
Once Microsoft accepts your Microsoft Ad Grant application, you’ll likely want to jump right in and start setting up campaigns. To enure your campaigns are effective, we recommend following a few best practices that other nonprofits have found helpful in the past. Here are some guidelines for running your Microsoft Ad Grant account effectively:
Structure your account appropriately.
Organization is key when it comes to Microsoft Ad Grant campaigns because it allows you to ensure that each campaign has its own specific purpose. The goal of each campaign should be the conversion you’re looking to boost.
For example, let’s say your overall goals for your participation in the program are expanding your email subscriber base, recruiting more volunteers, and informing your supporters about matching gifts. Establish your campaigns’ priorities right away by setting up three separate campaigns, one for each goal. That way, you can track the metrics for each goal separately. Additionally, you can create straightforward campaigns that each focus on one aspect of your mission, making it clear to supporters what you’re asking them to do.
Write clear ad copy.
When it comes to Microsoft Ad copy, the simpler, the better. People will only spend a few seconds looking at your ad, so you want to make sure your message is very clear. Short sentences are usually best. It’s also good practice to avoid uncommon acronyms or abbreviations that may confuse people.
Choose keywords carefully.
To make sure you’re choosing effective keywords, you’ll want to think backward. What are your supporters likely searching for? Those are the words and phrases you’ll want to choose as your keywords.
It’s best to choose specific keywords. People searching for “animals” aren’t necessarily looking for an animal shelter, but those searching for “volunteering with animals” or “adopting a pet” might be.
Keep track of your campaign metrics.
Luckily, Microsoft has built-in analytics options that allow you to easily track the success of your campaigns. Analyzing this data and implementing the insights you glean from it will allow you to shape your campaigns and content to your supporters’ needs.
For example, if you see that people are going straight from your volunteer registration page to your contact information page, it might be useful to add a section with contact information on the volunteer registration page itself for easy access.
Use automatic bidding.
In order to show up in searches for certain keywords, you’ll bid for them along with other organizations. You can submit bids manually, but Microsoft has automatic bidding options that will save your team time and energy.
These bidding strategies include ones for enhancing your cost-per-click, maximizing your clicks, maximizing your conversions, and achieving your target cost per acquisition and return on ad spend.
Following these best practices will ensure that you’re managing your campaigns efficiently and effectively.
Using Microsoft Ad Grants with Other Fundraising Tools
At NXUnite, we’re passionate about connecting nonprofits with the tools and resources that will launch them toward success. While Microsoft Ad Grants are one such tool, leveraging a variety of tools and strategies will help your organization spread awareness and raise money for its cause. Take a look at how your organization can use Microsoft Ad Grants in conjunction with other valuable fundraising tools:
Google Ad Grants. While we’ve compared the Microsoft Ads for Social Impact program and the Google Ad Grant program, your organization can take advantage of both for maximum impact. You can create similar campaigns on both platforms so that people can find your organization on both Microsoft and Google search engines.
Venmo. Many people use personal Venmo accounts, but you can also set up an account for your organization. That way, people can easily donate to your nonprofit. To promote your organization’s Venmo account, create a Microsoft Ad Grant campaign linking to your donation page. Then, include Venmo as a donation option on the page.
Panels. Attending panels is a great way to learn more about nonprofit resources from experts and professionals. This wisdom you acquire from these discussions may spark inspiration for a new campaign or approach to your Microsoft Ad Grant account.
Email templates. No matter your campaign goals, you’re likely encouraging your supporters to take some sort of action on your website. To show your appreciation, it’s always a good idea to send a thank-you letter. Using a specific nonprofit email template can ensure that you thank your supporters appropriately.
Matching gifts. If you’re really looking to maximize your fundraising, you can use your Microsoft Ad Grant campaign to inform your supporters about matching gifts. Matching gifts are corporate philanthropy initiatives where employers double or even triple donations made by their employees. All your supporters have to do is notify their employers of their donation. There are plenty of tools that make that process extremely simple.
Knowing which nonprofit tools are available for you to use is important, but knowing how to use them in conjunction with each other is even more powerful.
Working with a Microsoft Ad Grant Agency
While we hope this guide will help you manage your Microsoft Ad Grant effectively, we also understand that many nonprofits have constrained time and energy to devote to new projects. That’s where digital marketing agencies come in.
There are organizations out there that are specifically dedicated to helping nonprofits manage ad grants. They know the ins and outs of different ad grant programs and how to optimize your account. These types of agencies can help with any stage of the grant management process, such as:
Determining your Microsoft Ad Grants eligibility
Applying for the program
Managing your campaigns
Optimizing your content
Reaching out to a digital marketing agency can take the burden of managing your ad grant off your team. You can feel at ease knowing that experts are taking care of your account.
More Fundraising Tools
By now, you should understand what the Microsoft Ad Grant is and how powerful of a fundraising tool it truly is. By enrolling in the Microsoft Ad Grant program, you’ll be able to work toward your organization’s fundraising goals and raise awareness for your cause.
As we mentioned, there are many other great fundraising tools out there. These articles will allow you to learn more about some of the ones we recommend:
How Google Ad Grants Can Help Your Fundraising. In this article, you’ll learn more about the Google Ad Grant program, allowing you to compare it to Microsoft’s program. Better yet, you can take advantage of both programs and the benefits they have to offer.
How Venmo for Nonprofits Can Help Organizations Raise More. Venmo is not only a personal mobile payment service, but nonprofits can also leverage the platform to collect donations. This article walks through how nonprofits can use this tool to boost their fundraising efforts.
Donor Thank-You Letters. Most likely, one of your campaign goals is to increase donations. Thank your donors for contributing to your organization using one of these templates.
https://nxunite.com/wp-content/uploads/2022/10/Microsoft-Ad-Grant_Feature.jpg370700developerhttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgdeveloper2022-11-01 13:26:002022-11-10 18:57:57The Microsoft Ad Grant: An Essential Nonprofit Tool
If you work in the fundraising space, you know how fast-paced, challenging, and exciting it can be. On any given day, your to-do list might include reaching out to donors, planning engaging events, and promoting your organization online. Whether you work for a nonprofit, university, or other organization, you’ve likely experienced a few fundraising successes and failures and learned important lessons along the way.
Now, you might be looking for some structured resources and tips to help you approach fundraising professional development strategically. That’s probably what brought you here today!
In this guide, we’ll cover a few frequently asked questions about fundraising professional development and provide you with effective formal and informal resources you can use to grow as a fundraiser. We’ll answer the following questions:
Taking the time to improve your fundraising skills and grow your fundraising network can help you plan better fundraising campaigns and events for your organization, ultimately helping you raise more. It’s a win-win for you and the cause you’re working for!
Why is nonprofit fundraising professional development important?
Professional development has benefits both for you as a fundraiser and for your organization as a whole. Here are some specific benefits of fundraising professional development:
Avoid burnout or stagnation. Being proactive and thinking of ways to grow within your role can help reignite your passion for your position and avoid the negative impacts of burnout.
Advance in your career path. Building your professional fundraising skills may help you receive a promotion and grow as a leader within your organization. This is especially true if you take the time to earn fundraising certificates or other continuing education credits.
Learn about the latest fundraising technologies and innovations. As you expand your fundraising skill set and general knowledge, you’ll come across information about the latest fundraising software, strategies, and innovations. You can implement these insights into your organization’s strategies to take advantage of new opportunities and fundraising best practices.
Improve your leadership and mentorship skills. Making the effort to grow as a fundraising professional can also help you grow as a leader and mentor within your organization. You can provide guidance and career advice for other fundraising professionals at your organization, making your team more effective.
To approach fundraising professional development productively, set personal goals. For example, you might identify a certification you’d like to pursue or plan to set aside a specific amount of time each week to pursue professional development. Having a specific goal in mind will help you measure your progress and make tangible strides toward becoming a better fundraiser.
Where can you find fundraising professional development resources?
It can be challenging to parse through the hundreds of websites and resources online that offer fundraising development support. To help narrow down your search, here are a few common sources of fundraising professional development resources and courses:
Aggregators like NXUnite. NXUnite helps connect fundraising professionals with resources and educational opportunities such as panels and webinars.
Recommendations from your fellow nonprofit professionals. Long-time fundraising professionals at your organization or similar organizations will likely be able to point you toward resources that they’ve found to be the most helpful. Request a quick meeting with a mentor or other leader at your organization to get more information about their professional development path.
Nonprofit associations. Nonprofit associations and organizations provide fundraising courses, blog posts from industry experts, conference reminders, and more. You can even join your local chapter of a larger organization to network with other fundraising professionals in your area. We’ll discuss nonprofit associations in more detail later.
Course catalogs from universities. Higher education institutions will often offer professional development courses and seminars that anyone can attend. For example, the University of Georgia’s Center for Continuing Education offers a nonprofit fundraising essentials course. Indiana University offers fundraising courses through The Fund Raising School with topics such as developing major gifts and managing capital campaigns.
Read on for a more in-depth look at our top options for fundraising professional development resources!
What are the best fundraising resources for professional development?
You have a range of options to consider for different ways you can build your fundraising skills. These options include everything from taking an online course to attending conferences.
Specifically, here’s a closer look at some of our favorite professional development resources for fundraisers:
Webinars
A webinar is an online discussion or seminar where industry experts share their insights and opinions about specific topics. Nonprofit webinars bring together fundraising experts with individuals looking to expand their fundraising efforts or skill set to provide more value to their organizations.
Webinars are helpful if you don’t have a lot of free time on your hands to devote to fundraising professional development. Most are an hour or less, so you may even be able to join on your lunch break.
Take a look at our top two sources for nonprofit webinars:
NXUnite
NXUnite delivers a wide range of nonprofit webinars and panels with well-known nonprofit experts and influencers. Topics go beyond the fundraising basics to get to the heart of the challenges and opportunities that fundraisers currently face. Plus, these webinars offer insights for the entire mission-driven sector as a whole. That means there’s something for everyone, from nonprofit professionals to professionals working with associations, faith organizations, schools, and more.
Double the Donation is the leading industry expert on matching gift fundraising. Their webinars can help you understand how to maximize your fundraising revenue from this important but often overlooked source. But their webinars cover more than matching gifts—topics also include volunteer grants, workplace giving, integration deep dives, and general fundraising best practices. Visit the Double the Donation website for more information on live and on-demand webinars.
Online courses
Online learning has exploded in popularity in recent years, giving fundraisers a way to continue their education while working full-time jobs. If you’re looking for more in-depth fundraising training, taking an online course can be an effective way to develop your skills while working at your own pace. Plus, many online fundraising courses are completely free.
Let’s review some of our favorite online fundraising courses:
Nonprofit.Courses
Nonprofit.Courses offers thousands of online courses for nonprofit staff and board members and volunteers. Course topics include grantwriting, fundraising, start-up for small nonprofits, and more. They also offer courses to help earn a variety of certificates like a nonprofit management certification. You can also check out the free content offered by Nonprofit.Courses, which includes podcasts, videos, and documents.
NonprofitReady
NonprofitReady provides free online training courses for fundraising professionals. These courses cover common fundraising tasks and challenges, including accounting and finance, marketing and communications, and much more. They also empower fundraisers to earn free certificates in areas such as fundraising essentials and financial management essentials.
Udemy
Udemy offers a broad range of courses, not only for nonprofit professionals but also for business professionals. Their nonprofit courses run the gamut from graphic design for nonprofits to how to start a nonprofit with limited resources. Udemy also offers a nonprofit plan for 501(c)(3) organizations, granting them special pricing and access to thousands of on-demand courses.
Associations and accrediting organizations
As mentioned, associations can be a great resource for getting connected to fundraising professional development opportunities. Associations bring nonprofit professionals together to learn, make connections, and grow in their profession. Joining an association can help you find free resources and new opportunities that you might otherwise not have access to.
In addition, there are multiple accrediting organizations that set fundraising standards and offer certifications for nonprofit professionals to earn that prove their fundraising capabilities. Earning these certifications shows current and potential employers that you’ve committed to the highest standards of professionalism in the fundraising space.
Here’s a closer look at a few fundraising associations and accrediting organizations you may be interested in joining:
AFP
The Association of Fundraising Professionals (AFP) brings together individual fundraisers and nonprofit organizations to promote ethical fundraising and train professionals on fundraising best practices. AFP facilitates both in-person professional development and online learning. Check out the event calendar to learn more about and sign up for in-person engagement opportunities.
Your state’s nonprofit association or membership organization
Joining a local association within your region or state can be highly beneficial for networking with other professionals that understand the unique fundraising environment of your local area.
You can either find your local chapter of a larger association such as AFP or look for other organizations that specifically focus on your area. For example, you might join the Georgia Center for Nonprofits, the Ohio Association of Nonprofit Organizations, or CalNonprofits. A regional or local organization will host events and webinars that bring together other fundraising professionals in your area who are dealing with similar issues.
CFRE
CFRE (Certified Fund Raising Executive) International is an independent nonprofit with a mission to set standards for the philanthropic space and facilitate accreditations for fundraising professionals. To become a CFRE, nonprofit professionals must first earn continuing education points in a variety of topic areas. After reaching the point requirement, professionals can fill out an application and complete a written examination.
Receiving the CFRE certification shows employers that you have a broad knowledge base of fundraising and nonprofit management topics, that you’re invested in growing and developing as a fundraiser, and that you adhere to the highest standards of ethical fundraising. Learn more about the certification and requirements on the CFRE website.
Public speaking and presentation training
Fundraising professionals are often surprised when they realize how much of the success of their role depends on their public speaking skills. As a fundraiser, you probably engage with a variety of internal and external audiences on a regular basis, from your fellow staff members to volunteers, donors, corporate partners, and more. Communicating effectively with these different groups is critical to garnering support for your nonprofit’s fundraising efforts.
Let’s take a look at our favorite public speaking resource:
Be Brilliant Presentation Group
Be Brilliant Presentation Group is a public speaking organization that helps working professionals grow in their presentation skills and become more impactful, inspiring speakers. Individuals looking for tailored public speaking coaching can gain access to a tried-and-true presentation framework, one-on-one coaching, and interactive workshops.
Taking your unique presentation style into account, your speaking coach will work with you to help you develop your skills and create an approach that works best for you. Your coach can also help you specifically with preparations for a conference speech or presentation and even provide day-of assistance. Speak with a coach today to find out more.
Conferences
Nothing brings nonprofit professionals together quite like a conference. A conference allows fundraising professionals to discuss trends, challenges, and opportunities within the fundraising space. These experiences are invaluable for the connections that they foster and strategic partnerships they can help forge between organizations and individuals.
If you’re interested in attending a conference to brush up on the latest fundraising trends and best practices, here are a few to consider adding to your calendar:
Double the Donation’s Matching Gift Summit
Double the Donation’s Matching Gift Summit offers a chance for nonprofit professionals to come together to join in roundtable discussions and hear presentations about matching gifts. This conference will provide you with a more developed strategy for raising more funding for your organization through matching gifts.
You’ll also hear insight about how to use Double the Donation’s tools to their full potential to streamline the matching gift process as much as possible. The easier you can make the matching gift process for donors, the more funding you can earn from this source.
The exact date for this year’s matching gift summit hasn’t been announced yet, but you can check NXUnite’s nonprofit conference page for updates!
AFP ICON
Considered the world’s largest fundraising conference, AFP’s International Conference (also known as AFP Icon) is a multi-day conference that brings together nonprofit professionals from a wide array of backgrounds and organizations. The 2022 conference schedule included sessions on leveraging digital ads for fundraising success, inclusion and equity issues in fundraising, and how to advance in your fundraising career.
AFP ICON 2023 is scheduled for April 16-18 in New Orleans. Keep an eye on the website for updates.
Cause Camp
Labeled a “must-attend” nonprofit conference by Forbes, Cause Camp brings together leaders, influencers, and other movers and shakers in the fundraising world. Along with presentations and panels, Cause Camp offers breakout sessions that are geared toward facilitating training, not just discussions. Plus, attendees can earn up to five CFRE credits for attending.
Cause Camp 2023 will be held in Greater Sandusky, Ohio on September 14 and 15.
Nonprofit Technology Conference
The Nonprofit Technology Conference (otherwise known as the NTC) is an annual gathering focused on how technology works within the nonprofit sector. The conference is hosted by NTEN, an organization dedicated to bringing together nonprofit professionals to use technology for good. The NTC offers breakout sessions, networking opportunities, and other educational experiences to advance the field of nonprofit technology and use.
The next NTC will be held April 12-14, 2023, in Denver, Colorado.
What are some informal ways to pursue fundraising professional development?
Attending a conference or earning a certificate aren’t the only ways to grow as a fundraiser. You can pursue fundraising professional development in more casual settings as well. For instance, you can:
Listen to podcasts. Podcasts can be a great way to listen to diverse perspectives and learn from anywhere, whether you’re out on a run, at the grocery store, or driving to work. Seek out nonprofit-specific podcasts—there’s no shortage of them!
Find a mentor. Connect with a leader at your organization, a long-time staff member, or a fundraising professional at another organization to ask if they’d be willing to be a professional mentor. Set up a coffee shop meeting or casual lunch to meet with your mentor and ask for career advice.
Attend local networking events. Get involved in networking events hosted by local associations, nonprofits, and even business organizations. Speaking with professionals outside of the nonprofit sector can help you think of creative or outside-the-box strategies to tackle challenges or grow as a working professional.
Reach out to individuals in similar roles at other organizations. Connect with your counterparts at other organizations to ask if you can get their perspective on how they’re tackling common fundraising challenges. Also, ask them whether they’ve pursued any professional development activities and what they found to be the most helpful.
Any opportunities you have to surround yourself with fundraising knowledge and insight is another step toward developing as a fundraising professional.
Wrapping Up
Fundraising professional development should be an ongoing goal. The fundraising landscape is constantly changing, with new technologies, strategies, and best practices being introduced. Keeping up with this shifting world will allow you to advance in your career and bring more value to your organization.
For more information on fundraising professional development, check out these additional resources:
https://nxunite.com/wp-content/uploads/2022/08/fundraising-professional-development_Feature.jpg370700developerhttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgdeveloper2022-08-26 19:13:492022-08-31 17:43:23Fundraising Professional Development: Top Tips & Resources
As a nonprofit professional, you know that staying within your organization’s budget often requires a little creativity. Especially when it comes to nonprofit marketing, your team might have lavish ideas and big plans without the resources to pursue them.
However, nonprofit marketing is vital to the continued success of your organization. It’s how you spread the word about your nonprofit’s upcoming events and opportunities and get people excited about contributing to your cause. Without a strong nonprofit marketing plan, it’ll be difficult to move forward and pursue your mission effectively.
Additionally, there are a lot of considerations that go into successful nonprofit marketing. That’s why we’ve created this nonprofit marketing guide. We’ll teach you the basics as well as strategies you can use to promote your organization, even on a budget.
Here at NXUnite, we connect organizations with various resources to help them in all areas of nonprofit operations. Marketing is crucial for nonprofits because it’s how people find your organization, learn about your cause, and contribute to your organization. We understand how tricky it can be to come up with a marketing strategy on a small budget, so we’re happy to provide this ultimate nonprofit marketing guide to help you out.
With that, let’s introduce what nonprofit marketing is and what it can do for your organization!
What is Nonprofit Marketing?
Nonprofit marketing is when mission-based organizations use promotional strategies to educate others about their cause and garner support. It’s an essential part of introducing your organization to people who may want to become involved, including prospective donors, volunteers, and board members.
For your current supporters, nonprofit marketing allows you to inform them about upcoming events and opportunities. You’ll want to grab your supporters’ attention and get them excited about what you have in store.
While implementing effective nonprofit marketing takes work, it can offer your organization a variety of benefits. If you stay organized and follow a detailed plan, nonprofit marketing can help you:
Spread awareness. At the core of your nonprofit is your mission. Investing time in a marketing plan will not only help to promote your organization, but also educate people about your nonprofit’s cause.
Raise more. The more people know about your organization, the more fundraising potential your organization has.
Encourage recurring support. Of course, your nonprofit should appreciate each and every donation it receives. However, recurring donations provide a steady, consistent funding source. They also present the opportunity to build strong relationships with your long-term donors. Effective marketing can encourage donors to continue their support for your organization.
Recruit other stakeholders. While crucial to your organization’s success, donations are not the only form of support people can lend to your nonprofit. Effective marketing will allow you to recruit other supporters for your organization, such as volunteers, members, event attendees, and board members.
Promote your services. Potential supporters want to know exactly what steps your organization does to advance your mission. That way, they can decide if they’re interested in joining in. Using a well-developed marketing plan will ensure that your organization’s services are clear to interested parties.
To complete all of the objectives above, it’s not enough to just start posting on social media or adding articles to your website’s blog. You’ll first need to come up with a comprehensive marketing plan that outlines your marketing strategy across multiple channels.
Developing a Nonprofit Marketing Plan
To effectively promote your organization, you must set clear intentions for your marketing efforts. That’s why you need a nonprofit marketing plan.
Creating a comprehensive marketing plan ensures that you stay organized and focused on your goals throughout your marketing efforts. With all of the details planned ahead of time, you’ll be able to focus on creating well-designed promotional materials and getting people excited about your cause.
If you’ve never come up with a marketing plan before, it can be intimidating. To help you out, we’ve provided you with the major steps you’ll need to follow to create your own:
Step 1) Review your current marketing efforts.
It’s always good to take inventory of your current nonprofit marketing efforts. That way, you can figure out what successful elements you should continue implementing and what changes you’ll need to make. For a formal marketing audit, you can perform a SWOT analysis. Here’s what it entails:
Strengths. Start off strong by describing what your organization does well.
Weaknesses. Recognize any areas your nonprofit can improve upon.
Opportunities. Identify potential external factors that could help your marketing efforts succeed.
Threats. Pinpoint any factors that could potentially harm your marketing efforts.
This in-depth analysis will propel your new marketing efforts forward.
Step 2) Determine your marketing goals.
Just as your mission guides your overall operations, your marketing goals should inform your marketing efforts. Of course, you should keep your mission in mind and make sure your marketing goals serve that mission. It’s best to form SMART goals to make sure your goals are clear and meaningful. SMART stands for:
Specific. Create goals with a certain initiative or event in mind.
Measurable. Make sure you can track your goals with relevant performance metrics.
Attainable. Keep your nonprofit’s resources and capabilities in mind.
Relevant. Develop goals that will further your mission.
Time-based. Hold your organization accountable by assigning a time frame to your goals.
In addition to following the SMART acronym, you’ll also want to list your goals by priority so you know which ones to divert the most resources to.
Step 3) Understand your audience.
Your audience is likely comprised of different groups such as donors, volunteers, and board members. Make sure you define each audience and their needs. To segment your audience even further, think about the different subcategories of your supporters.
Step 4) Establish your message.
To hone your nonprofit marketing efforts, you’ll want to boil your goals down to a few key messages you’d like to share. These messages should be unique to your organization and able to grab your supporters’ attention. To go along with your message, the language, calls-to-action, and visuals you’ll use should all be outlined as well.
Step 5) Determine your budget.
It’s tricky as a nonprofit to accomplish your marketing goals with few resources. To make use of what you have, you’ll want to determine a budget for your promotional efforts. If you don’t think you’ll have enough to make your goals a reality, try applying for a nonprofit marketing grant. Grantmaking organizations offer free funding for the purpose of promoting your organization and its services, making it a great way to power your marketing efforts.
Step 6) Choose appropriate marketing strategies.
The different marketing strategies or channels you choose to spread your mission should align with your goals and audience. From direct mail to social media, there’s a lot you can do to promote your cause.
In the next section, we’ll go over nonprofit marketing strategies you can use to promote your organization.
Step 7) Analyze your performance.
It’s important to keep track of your progress and performance using data. That way, you’ll know what worked and what needs to be changed for future campaigns. Choose metrics to track that will represent your definition of success. For example, if you’re implementing a social media campaign, you might want to track the number of shares, likes, and comments on your relevant posts.
As you can see, there are many things to consider when developing your nonprofit marketing plan. It can take time to complete a well-rounded plan, but it will be worth it to have your marketing goals, logistics, and strategy all in one place.
Nonprofit Marketing Strategies
There are plenty of ways to promote your organization. However, you should be careful to choose your nonprofit marketing strategies so that they align with your goals and audience. For example, if you’re targeting an older audience, it might not be the best idea to use social media as your main form of outreach.
The great thing about nonprofit marketing channels is that you can use them in tandem with each other. You will naturally want to promote your events via email and share your blog posts on social media. This way, you’re creating as many touchpoints as possible so your supporters can contribute to your cause in the way that works best for them.
To help you determine which nonprofit marketing strategies are best for your organization’s current needs, we’ve listed some of our favorites below:
Click on the ones you’re interested in to learn more or scroll through to check them all out!
Google Ad Grants for Nonprofits
Google Ads provide a way for nonprofits to promote their services and mission in Google search results. If someone searches for a term related to your organization, they can find your organization’s website as an ad at the top of the search results and navigate to one of your pages.
However, it can get expensive to run Google Ads. That’s exactly why Google offers an option for nonprofits called Google Ad Grants. The Google Ad Grants program provides eligible nonprofits with $10,000 per month in ad credits. That way, your organization can expand its reach in a way that aligns with its budget.
Through the program, you can market a range of content, including everything from your donation page to educational content. It’s up to you to pick the right keywords and develop ads that target those search queries.
As long as your organization is eligible and follows all program guidelines, it’s easy to get started. You can even work with a dedicated Google Grants agency for help with the application process or account maintenance.
We recommend the experts at Getting Attention. These individuals know the ins and outs of the program, striving to supercharge your ads and amplify your mission online.
While the digital landscape helps break down geographical barriers, print marketing is a fantastic way to connect with your local audience members. Some nonprofits view it as “old-fashioned” or “outdated,” but print marketing is still a major force in the world of advertising.
Think about the last time you saw a poster for an upcoming event or received a flyer in the mail. When you consider how frequently you personally come across printed marketing materials, you’ll notice that it’s still prominent in people’s everyday lives even with the rise of digital marketing.
In a world driven by quick communication, people rarely see printed communication that they care about. Among stacks of junk mail and bills, a well-designed fundraising flyer is much more likely to catch their eye and mean something to them.
When dabbling in print marketing, there are plenty of options your nonprofit can use, including:
Flyers and posters
Brochures and pamphlets
Newspaper and magazine ads
Yard signs
Particularly for nonprofits, this type of marketing can help you connect with older supporters who aren’t as active online. Plus, many people interpret it as being more personal since it takes a bit more effort than sending mass emails or publishing a social media post.
No matter what type of print materials you create, you’ll want to make sure they’re designed to catch people’s eyes. Your graphics, fonts, and colors can mean the difference between someone stopping to read your ad and going on about their day without a second thought.
If graphic design isn’t your marketing team’s forte, consider hiring a third-party designer. We recommend Kwala! They work exclusively with nonprofits to produce professional marketing materials for both print and digital outreach.
They design everything from letterheads to capital campaign brochures, like the example above! Reach out to their team to start creating powerful designs for your nonprofit marketing materials.
So many nonprofit marketers rely on email marketing. It allows you to reach supporters of all ages and types, including donors, volunteers, event attendees, and board members. Since a large variety of people use email regularly, email marketing has a high ROI and is an easy way to stay connected with your supporters.
Additionally, it’s extremely easy to personalize emails using segmentation tools and email marketing software. That way, you can make your supporters feel special and send them information specific to their involvement with your organization.
Here are some ideas for using email marketing effectively:
Send a weekly newsletter with the most recent updates and urgent needs.
Send monthly emails with donation requests and upcoming opportunities.
Thank new subscribers for joining your email list with an automatic reply.
Thank donors for contributing to your cause with an automated email.
Segment your supporters into different groups for more personalized email campaigns.
Append email addresses to make sure you have accurate contact information and can reach as many of your supporters as possible.
Considering how easy it is to draft and automate emails, email marketing is a great choice for promoting your organization and sharing news with your supporters.
Direct Mail Marketing for Nonprofits
Although many nonprofit marketers think direct mail is dead, it actually has a higher response rate than emails. Perhaps this is because direct mail is even more personal than emails, and people acknowledge the extra time that went into the campaign, especially if you’re using segmentation.
Additionally, the letters you send your supporters serve as physical reminders of your organization and their involvement. Having something tangible that’s associated with your nonprofit may encourage supporters to donate or attend one of your events.
You can create direct mail campaigns for donation requests, event invitations, thank you letters, and more. While you can use direct mail to simply inform people about your organization, it’s best to include a call-to-action to ensure the time and funds you put into your campaign pay off.
To help you create direct mail campaigns that drive your supporters to take action, we’ve compiled some tips:
Incorporate storytelling. Make your direct mail outreach even more personal with strong storytelling. While facts and statistics are helpful for understanding what your organization does, people want to feel a connection with your nonprofit. For example, if your organization is an animal shelter, tell your supporters about a dog you’ve rescued and given a better life. Seeing the impact your organization has had will inspire people to become a part of it.
Include powerful visuals. People are drawn to images/ Plus, visually-engaging images help to break up text, make content easier to read, and can help communicate your message. Your supporters will get more out of your letter if you include meaningful visuals that connect to the copy you’ve written. Consider using pictures of real people your organization has helped or informative graphics that illustrate different points you’ve made.
Combine your campaign with digital marketing. While direct mail is an effective outreach method, you can make it more engaging by connecting it to your online marketing efforts. Including a QR code that connects to an event registration page or listing your social media handles will allow your supporters to navigate smoothly across different digital marketing channels.
Append mailing addresses. How useful can your direct mail campaign be without your supporters’ addresses? You might not have all the mailing addresses for your supporters, but working with a data append service can help you obtain the information and put it to good use.
Direct mail is a great way to show your supporters you care about them. However, it’s important to regularly check your supporters’ communication preferences to make sure they’re okay with receiving letters from you.
Event Marketing for Nonprofits
Hosting an event provides a chance for people to get to know your organization in person. You can form a connection with potential supporters and tell them directly about the impact they could make on your organization.
There’s a wide range of events your nonprofit can host. If you have the budget for a more lavish event, try hosting a gala. To get your supporters up and active, organize a marathon. The possibilities are endless!
No matter which type of event you’re hosting, there are some general ways to make sure your event is successful at accomplishing your goals. For the ultimate nonprofit event, make sure to:
Offer event merchandise so attendees can continue to support your cause.
While they do take a lot of time and resources to plan, events are powerful nonprofit marketing tools. People will remember their experience at your event and retain that association between their enjoyment and your nonprofit.
Video Marketing for Nonprofits
Video marketing has become very popular in recent years, and it’s easy to see why. Videos are even more engaging than static images and can allow you to share an abundance of information in a short amount of time.
While YouTube was one of the first modern video-sharing platforms, others such as TikTok and Instagram have caught onto the short video craze. Nonprofits can take advantage of these platforms to promote their events and missions.
There are several reasons why video marketing is so impactful, including:
Easy to process. Did you know that people process visual content 60,000 times faster than written content? This makes it easier to inform your audience about your mission or upcoming opportunities.
Elicits emotion. Reading a paragraph or looking at an image could make you feel something, but it’s much more likely for a video to move you. This emotion can inspire action and a deeper connection to your cause.
Shareable. Social media platforms make it easy to send videos to your friends over text or through the apps themselves. This way, your supporters can help amplify your cause for you.
Entertaining. Most people would simply prefer to watch a video to learn about a topic as opposed to reading about it. Videos make topics come to life and will do a better job of capturing your audience’s attention.
While we’ve mostly discussed video marketing in the context of social media, that’s not the only place you can share videos your organization has created. Consider creating an informational video to live on your website’s homepage or a thank you video to send to donors after they’ve contributed.
Videos are extremely valuable marketing tools, but note that they can also slow down the load time of your website. Remember to turn off auto-play to help your website load as quickly as possible.
Social Media Marketing for Nonprofits
Since social media is free, it’s a great marketing choice for nonprofits. It also encourages interaction with your organization and its content. People can comment, like, and repost your content, maximizing its impact.
Social media also gives your organization the opportunity to leverage current trends and build a brand personality. Recently, small brands have blown up on TikTok for their funny and relatable content, and there’s no reason why nonprofits can’t do the same.
Although there’s a variety of social media platforms that all feature different types of content, follow these suggestions to improve your organization’s online presence:
Share important news about your organization and cause.
Create a brand identity to boost awareness and recognition.
Ensure your content includes calls-to-action such as event registrations, donation requests, and volunteer signups.
Describe real people’s experiences with your organization to recruit new volunteers and employees.
Thank donors, employees, and volunteers for their contributions.
Considering the number of different social media platforms out there, you’ll want to think hard about which ones fit best with your audience, content, and mission.
If you’re looking to fundraise, Facebook and Instagram are great choices because they have built-in peer-to-peer fundraising features. However, if your goal is to rally young supporters around your cause, TikTok may be a better fit. Be strategic about your organization’s social media presence for the best results.
Website Marketing for Nonprofits
Your nonprofit’s website is likely the first place people go to learn more about your organization, so it’s important to do it right. Your website should not only host valuable information about your organization, but it should also inform supporters about upcoming events and opportunities.
Whether you’re creating your nonprofit’s website or optimizing it, use these tips to make your website ready and engaging for users:
Review the WCAG and ADA guidelines to make sure your website is compliant.
Include well-placed call-to-action buttons and links to direct traffic to different pages on your site.
Make sure your website is easy to navigate and use.
Regularly check all tools and content management systems to make sure they’re working as they should.
Maintain a cohesive brand identity throughout your site.
Think about your website as the hub of supporter activity. It’s where you collect donations, share updates, describe events, and educate people about your cause. Since your website has several functions and purposes, it’s important to make sure it’s working properly and is designed effectively to provide a positive user experience.
Between following the above tips and ensuring your graphic design strategy inspires users to explore your site, your site will be well-equipped to be your ultimate marketing asset.
Content Marketing for Nonprofits
Content marketing allows you to create valuable nonprofit content that can bring traffic to your website and build your reputation in the field. You can create standard blog posts as well as downloadable resources.
To help you get started with content marketing, here are some different types of content you may leverage:
Informative content about your mission or news in your field
Typical blog content that’s SEO optimized to help with your page’s search engine rankings
Shareable content that can help spread your mission further
Ready-to-use templates and downloadable resources for others to use
Writing content takes a lot of time and effort, so you may want to consider creating a copywriting team for your organization. That way, you can have a group dedicated to filling your blog and adding value to your website.
Text Message Marketing for Nonprofits
Since people are always on their phones, text message marketing has a high open rate and the potential to reach your audience quickly.
One way to use text message marketing effectively is by leveraging a text-giving tool. That way, you can create effective text-to-give campaigns that provide an easy donation option.
You can also use phone appends to make sure you reach all of your supporters. Phone appends fill in the missing phone numbers in your supporter database and update outdated ones. Having this data helps to ensure that you’re reaching out to the right people with the right contact information.
Besides initiating a text-to-give campaign, there are other opportunities for text message marketing. You can use this outreach method to:
Announce events
Send urgent appeals
Remind volunteers about upcoming shifts or training
Promote donations throughout your campaign or event
Send donation receipts
While similar to email marketing, text message marketing is better for shorter messages and encouraging your supporters to take action. With a higher open rate, text message marketing allows you to reach your supporters in a way that’s convenient for them.
Beyond the few we discussed, there are so many more nonprofit marketing strategies your organization can leverage. Remember, don’t overwhelm your marketing team. Think about the purpose of your campaign and the characteristics of your audience, and choose the right platforms for your nonprofit. Thatway, you can reach out to supporters through different channels without wasting time and resources on unviable options.
Nonprofit Marketing Ideas
It can be difficult to come up with specific ideas for how to market your nonprofit, especially for organizations just starting out. There are so many things to keep in mind, which can quickly become overwhelming.
To help you out, we’ve narrowed down some of the most essential nonprofit marketing ideas to make your campaigns stand out, including:
Develop design, personality, and attitude guidelines.
If you want people to recognize your organization’s branding, then you have to make sure it’s cohesive. Work with your nonprofit marketing team to carefully develop your nonprofit’s persona and graphic design preferences.
Commit to improving your content’s SEO.
It’s important to know how to optimize your content for search engines and which factors contribute to your content’s rankings. Research SEO best practices and determine the top keywords you want your content to rank for.
Establish a connected online presence.
We’ve discussed different digital marketing strategies. Whichever ones you choose to implement, it’s best to create paths that connect each platform to each other. For example, include the link to your website in the bio of your social media accounts. That way, people can go straight from one touchpoint to another seamlessly.
Create a nonprofit marketing budget.
One of the most important parts of your marketing plan is your budget. You’ll want to make sure you can gather all the resources you need to promote your organization effectively while still staying within your organization’s means.
Analyze your data.
If your organization isn’t constantly reviewing the data it has and making decisions based on that data, then you’re missing out on crucial opportunities to grow your nonprofit. Data provides concrete evidence for what your marketing team is doing well and what they could work on. Some metrics you could track include:
Clickthrough rate (CTR)
Conversion rate
Email open rate
Social media impressions and reach
Keeping track of the data associated with your campaigns allows you to improve your future marketing endeavors.
Emulate larger organizations.
The great part about starting a nonprofit is that there are thousands of model organizations to base your strategies on. Find an organization similar to yours and see how they’ve reached success to help inform your own nonprofit marketing efforts.
Implement segmentation.
Dividing your supporters into groups based on shared factors allows you to customize their experiences. That way, you can demonstrate that you understand your supporters’ needs and are willing to meet them where they are.
Personalize your supporters’ experiences.
Segmentation isn’t the only way to give people a personalized experience. Consider sending handwritten thank you cards to your donors or featuring a volunteer of the month on your social media pages. Showing your supporters that you care will only deepen their connection to your organization.
Above all else, it’s important to continuously review your marketing efforts. That way, you can adapt to any new trends or identify any areas that need some work. Just because your organization was up to date five years ago doesn’t mean you can’t change your branding or segmentation to be more current to the present day.
Remember, your number one consideration should be your supporters. All of your promotional efforts are directed at gaining and retaining supporters, so it’s necessary to think about their needs and keep them in mind throughout the whole nonprofit marketing process.
Conclusion and Additional Resources
Now that you know all about nonprofit marketing, it’ll be easier to dive right into the process. Equipped with a marketing plan, strategies, and ideas, you’ll be all set to start reaching out to potential supporters and growing your nonprofit.
While we went over the basics of nonprofit marketing in this guide, there are still so many areas that you can dive into. Especially if you’re a newer nonprofit marketing professional, you’ll likely want some additional resources to look over.
Here are some articles that can teach you a little more about nonprofit marketing:
Microsoft Ad Grants: The Complete Guide for Nonprofits. Microsoft offers a program that’s similar to Google Ad Grants. Learn how to market your mission on Bing, Yahoo, and other search engines with this guide from the experts at Getting Attention.
https://nxunite.com/wp-content/uploads/2022/07/Nonprofit-Marketing_Feature-1.png370700developerhttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgdeveloper2022-08-05 11:00:002023-07-21 08:51:27The Beginner’s Ultimate Guide to Nonprofit Marketing
Fundraising is the foundation of your nonprofit’s success. If your nonprofit is a car, fundraising is the fuel allowing you to drive your mission forward (was that one too many car puns?) Effective fundraising allows you to continue funding your projects and programs to ultimately help more people and achieve your goals.
As a nonprofit professional (or an aspiring one), you may be looking to improve your fundraising skills for greater fundraising success in the future. In this guide, we’ll cover what you need to know about fundraising training, including:
Fundraising is a skill that you can practice and ultimately get better at over time. These tips and resources will help guide you in the right direction to achieve greater fundraising success.
Fundraising Training FAQs
Before we dive into a few fundraising training course options and resources, let’s explore some commonly asked questions about fundraising training and how to develop fundraising skills.
What level of education is needed for fundraising?
There are no sector-wide degree requirements for nonprofit fundraising professionals. However, certain degrees lend themselves more naturally to eventual fundraising success.
If you’re looking to go into fundraising after completing your college career, the following bachelor’s degrees lend themselves naturally to fundraising:
Philanthropic studies
Business
Communications
PR
Journalism
English
These degrees tend to focus on developing communication skills, conducting creative problem solving, increasing efficiency within organizations, and building other skills that can eventually help you become a better fundraiser.
Some universities even offer fundraising-related master’s degrees in the following fields:
Philanthropic studies
Nonprofit management
An advanced degree in either of these fields can train you specifically for managing the ins and outs of on-the-ground nonprofit work.
Some degrees may also align with specific nonprofit missions. Having a degree in your nonprofit’s field of research or work can give you an immense amount of credibility when it comes to discussing your organization’s mission and the important role fundraising plays in reaching your goals. The following degrees may be applicable to nonprofit work:
Public health
Education administration
Psychology
Environmental sciences/sustainability
Keep in mind that becoming an effective fundraiser isn’t about having a certain degree. In fact, many organizations don’t have a degree requirement to be able to apply for their fundraising positions. What’s more important than having a specific degree is that you have a variety of soft skills that fit well within the fundraising space and that you are a fast learner who can pick up new skills on the fly.
What are the most important fundraising skills?
Fundraising requires nonprofit professionals to leverage a variety of skills to spread mission awareness, connect with potential supporters, and ultimately convert these prospects into donors. It’s a fast-paced, engaging field that requires a combination of hard and soft skills such as:
Written communication. Sending internal and external emails, drafting reports, publishing social media campaigns, and designing marketing materials are all written communications tasks that might pop up on a fundraiser’s daily task list.
Oral communication. Fundraisers must also be able to deliver their nonprofit’s case for support verbally in front of a variety of audiences. Fundraisers need to be just as engaging when conducting one-on-one donor meetings with major donors as they are when giving presentations at conferences or other large events.
Analytical skills. Effective fundraising also requires analytical skills to track progress, identify areas of strength and weakness, and create new strategies. Fundraising professionals may need to review fundraising metrics and compile the results into written or oral reports.
Technical skills.The future of fundraising lies in innovative technology tools and strategies. Fundraisers need to know how to use a variety of tech tools effectively, including a nonprofit CRM, an online donation platform, and digital marketing platforms.
Depending on the size of the nonprofit, the fundraising team might be made up of several individuals who specialize in one of these skills. However, for many nonprofits, the fundraising team is made of just one or two individuals who must manage each of these activities effectively.
What are the main categories of fundraising?
When it comes to fundraising training, you won’t just be learning how to conduct one type of fundraising. Fundraising involves connecting with multiple individuals and groups — individual donors, corporate sponsors, grant funders, volunteers, and community members — to build relationships.
With that in mind, your fundraising training process should incorporate the following types of fundraising:
Each of these activities requires a different approach and skill set. For instance, earning corporate sponsorships requires meeting with business owners and making your case for support using meetings and written communications. Event planning may require recruiting and managing volunteers, handling logistics, and creating marketing materials.
Depending on the size of your organization and the fundraising team, you might be engaged in all or just a handful of these activities daily.
How can I improve my fundraising skills?
If you’re looking to get better at fundraising and increase your positive response rate, there are a few steps you can take right away to get started:
Set personal goals. Set specific goals for yourself that you can work toward throughout the training process. For example, perhaps you want to improve your public speaking skills, connect better with potential donors during one-on-one meetings, or learn how to use fundraising software more efficiently. Having a clear goal in mind can help guide you as you decide what types of fundraising training to pursue.
Take fundraising training courses or classes. There are a variety of fundraising webinars and courses available online that you can follow at your own pace. Some resources require a fee, but there are also several free options available. We’ll explore a few quality online training courses in the next section.
Work with a fundraising consultant. If you’re looking to improve your nonprofit’s overall fundraising approach and train your full team on best practices, it’s helpful to work with a fundraising consultant. These experts have the experience and know-how needed to boost your fundraising strategy by filling gaps in your planning process, connecting with your unique supporter base, and training your team on how to build donor relationships.
Learn how to pivot the conversation. As a fundraiser, you’ll hear plenty of “no’s” over time. Whether a prospect isn’t in the right place to give or doesn’t feel strongly connected to your mission yet, there are plenty of reasons why potential donors will turn you down. However, it’s your job to make sure you don’t burn any bridges or close any doors unintentionally. As you have conversations with potential donors, start to find ways that you can turn more “no’s” into “maybes” and even “yeses.” For example, figure out how you can engage donors in opportunities that aren’t all about fundraising, or get to know them better to send them fundraising requests that better align with their giving capacity.
Keep an eye on fundraising trends and tech developments. New technologies, from matching gift software to AI for nonprofits, have vastly altered the way fundraising professionals operate. These innovations will continue to have a major impact on the nonprofit sector. Bookmark relevant nonprofit blogs such as Double the Donation, Getting Attention, and of course, NXUnite. These resources will help you stay in the know about the latest nonprofit software and fundraising strategy developments.
Now that you have a roadmap for improving your fundraising skills, let’s take a look at a few of the best fundraising training programs, resources, and workshops available.
8 Fundraising Training Courses & Resources
Best Fundraising Webinars and Panels
Nonprofit webinars and panels help novice fundraisers learn how to improve their skills from the top fundraising professionals in the sector. Attendees can hear from the first-hand experience of other fundraisers to incorporate best practices into their nonprofit’s strategies. Check out the following sources for engaging, informative webinars and panel discussions.
NXUnite
NXUnite has a full calendar of free webinars and panels geared toward nonprofit professionals and others in the social-good space. Topics range from nonprofit IT best practices to how to connect with donors from different generations. The panelists and presenters are long-time industry experts that offer a wide range of insights and personal experiences.
Double the Donation
If you’re looking specifically for information about improving your approach to corporate giving, including acquiring more matching gifts and volunteer grant funds, look no further than Double the Donation’s webinars. Double the Donation is the industry-leading provider of matching gift software for nonprofits, universities, and other fundraising organizations. Their webinars cover matching gift best practices and industry insights, integration updates, and general fundraising advice.
Best Fundraising Workshops
Sometimes, what your organization needs is an intensive deep dive that allows you to set up more efficient and effective fundraising processes. You can find what you’re looking for in the form of a fundraising workshop, such as the programs offered by Aly Sterling Philanthropy.
Aly Sterling Philanthropy
Aly Sterling Philanthropy is a nonprofit consulting firm that offers fundraising services ranging from strategic planning to board preparation and corporate philanthropy management. ASP offers three practical workshops focusing on board efficiency and engagement, board governance, and fundraising preparedness.
Fundraising professionals can also purchase a variety of primers and toolkits from ASP’s Nonprofit Store. The store includes guides for stewarding donors, creating a strong case for support for a capital campaign, and evaluating your board’s and executive director’s effectiveness.
Best Online Fundraising Courses
Fundraising courses allow fundraisers-in-training to work through relevant educational materials on their own time and at their convenience. With online fundraising courses, you can engage in training from anywhere and take things at your own pace. If you’re interested in taking a fundraising course, consider the following options.
AFP Global
The Association of Fundraising Professionals (AFP) empowers fundraising professionals by offering professional development, networking, and research opportunities. The organization’s e-courses cover fundraising fundamentals, CRM management, and more. They also offer resources for Spanish-speaking fundraising professionals.
Also, AFP has teamed up with MindEdge to offer over 100 courses on everything from nonprofit leadership to finance and HR. These courses can apply to a Certified Fund Raising Executive (CFRE) certification. This certification designates an individual as an ethical fundraising professional who follows industry best practices and is committed to observing the highest fundraising standards.
Nonprofit.Courses
Nonprofit.Courses offers thousands of online course options, and the vast majority (over 90%!) of them are free. Popular topics include grant-writing, accounting and finance, and starting up a new nonprofit. Nonprofit professionals can use these courses to earn continuing education certifications, such as certificates in web design, sustainable management, and more.
NonprofitReady
NonprofitReady offers free fundraising courses, allowing trainees to earn certificates and further their fundraising knowledge. Topics include online fundraising, email marketing, fundraising events, and more. Courses are designed by learning design professionals and nonprofit professional development experts.
Best Fundraising Professional Training Programs
Coaches aren’t just for sports teams—there are also plenty of coaches available to help you advance in your fundraising skills. Some nonprofit professionals dedicate their time to providing tailored training programs to meet new fundraisers where they are and build up their skills. Let’s take a look at a couple of top fundraising training programs and coaches!
Fundraising Academy
The Fundraising Academy offers CFRE-accredited programs that integrate business best practices with donor relationship-building strategies. Their Cause Selling Education program allows you to learn amongst peers in a cohort environment. The program is targeted at helping you advance in all fundraising categories: major gift cultivation, planned giving, digital fundraising, and more.
The Fundraising Coach
Marc Pittman is a leadership coach, fundraising trainer, and founder of The Fundraising Coach, a training and coaching program aimed at helping nonprofit professionals build a variety of skills. These include time management, leadership, marketing, and fundraising. Marc hosts personalized training sessions with nonprofit leadership groups to help build confidence and competency. Plus, Marc also offers executive coaching designed to help nonprofit leaders reach their full potential.
Getting Started with Fundraising Training
Your fundraising training should be an ongoing process— even if you’re an experienced nonprofit professional with multiple years in the sector under your belt. No matter how experienced you think you are, there’s always more to learn!
If you’re looking to get connected and learn from other nonprofit professionals who have been in your shoes, explore the NXUnite community. We offer a variety of resources for nonprofit professionals, including webinars and resource lists of top industry solutions. Also, check out our list of upcoming nonprofit conferences to add a few more learning and networking opportunities to your calendar.
If you’re ready to jump right into fundraising training, get started by exploring these additional resources:
The Future of Fundraising: AI and Capital Campaigns. The future of fundraising includes multiple innovative technologies that make fundraising easier. Explore the recent trend of using AI in fundraising with this post.
25 Nonprofit Podcasts You Should Listen To In 2022. Podcasts can be a great way to learn from anywhere— while driving your car, walking around your neighborhood, or folding your laundry! Here are 25 podcasts that will further your fundraising training.
3 Steps to Get Started With Fundraising Data Analytics. For many new fundraisers, reviewing analytics can be one of the most intimidating aspects of fundraising. This guide breaks the process down into simple steps and explains how to get started with tracking analytics.
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