Learn all about nonprofit marketing in this ultimate guide.

The Beginner’s Ultimate Guide to Nonprofit Marketing

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 are the topics we’ll cover in this article:

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.

Learn more nonprofit marketing tips at an NXUnite panel.

With that, let’s introduce what nonprofit marketing is and what it can do for your organization!

Read on for the basics of nonprofit marketing.

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:

Nonprofit marketing can help your organization achieve these objectives.
  • 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.

Creating a nonprofit marketing plan will help your organization stay organized.

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:

Follow these steps to develop your nonprofit marketing plan.

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.

Take a look at these helpful nonprofit marketing strategies.

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!

The Google Ad Grants program is a free and powerful nonprofit marketing strategy.

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.

You can market your nonprofit using Google Ads.

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.

Print is a more personal form of nonprofit marketing that's great for reaching local audiences.

Print Marketing

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.

Kwala designs nonprofit marketing materials like this brochure.

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.

Email marketing for nonprofits allows you to reach supporters of all ages and types.

Email Marketing for Nonprofits

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:

An easy and useful nonprofit marketing strategy is email marketing.
  • 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 is a more personal marketing strategy.

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:

Direct mail is a nonprofit marketing tactic that allows supporters to create a tangible connection with your organization.
  • 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 provides a chance for people to get to know your organization in person.

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:

Hosting an event is a nonprofit marketing strategy that will help you form deeper connections with your supporters.
  • Maintain consistent branding across your digital and physical event materials.
  • Include your mission on digital and physical event signage.
  • Encourage event attendees to stay in touch and show their support.
  • Send all attendees thank you letters and follow-up surveys.
  • 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 is a great way to engage your supporters.

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:

Nonprofit video marketing will engage your supporters and educate them in a unique way.
  • 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 is free and easy to implement.

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:

Use nonprofit social media marketing to engage with your supporters.
  • 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 involves creating and optimizing your organization's website.

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:

Creating your organization’s website is an essential component of nonprofit marketing.
  • 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 allows you to build your organization's reputation and knowledge base.

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:

Nonprofit content marketing allows your organization to establish its reputation as knowledgeable in the nonprofit sector.
  • 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 allows you to reach your audience quickly.

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:

Leverage text message marketing to quickly and effectively reach your supporters.
  • 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. That way, you can reach out to supporters through different channels without wasting time and resources on unviable options.

Here are some nonprofit marketing ideas to get you started with your next campaign.

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.

Try out some of these nonprofit marketing ideas.

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.

Check out these additional nonprofit marketing resources.

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:

Learn more about nonprofit marketing by attending one of our panels or webinars.
Here are our top tips and resources for fundraising training.

Nonprofit Fundraising Training: FAQs and 8 Top Resources

Further your fundraising training by connecting with other fundraising professionals on NXUnite!

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.

Let's review a few fundraising training FAQs.

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: 

These are the most important fundraising skills to develop when pursuing fundraising training.
  • 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: 

These are the primary fundraising categories to be aware of.

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: 

  1. 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. 
  2. 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
  3. 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. 
  4. 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. 
  5. 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. 

Here are eight fundraising training courses and resources.

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 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 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 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:

Interested in connecting with other nonprofit professionals to further you fundraising training? Join the NXUnite community today!
Check out this guide to help you with you through the data append process.

The Data Append Guide for Nonprofits Working on Data Hygiene

Whether they consciously think about it or not, nonprofits collect data every day. From accepting donations to receiving new email newsletter sign-ups, every time a nonprofit interacts with its supporters, it’s absorbing different data points.

These days, all types of organizations understand that data should guide decision-making because it acts as clear evidence for trends and occurrences within your industry or operations. Nonprofits should be no different. Using data effectively can help your organization optimize its content and spread its mission even further.

The only problem with this data-driven approach is that if your organization has incorrect or incomplete data, then it can be difficult to comfortably rely on that data. That’s where data appends come in.

Data appends fill in the gaps in your data so that you can make well-informed decisions and communicate with a larger breadth of your supporters. If your organization isn’t familiar with data appends, then we’re here to help you learn the basics and how you can get started with the data append process.

Take a look at the questions we’ll answer in this guide:

Here at NXUnite, we connect nonprofits with the tools they need to be successful. We believe that data appends are an essential part of good data hygiene, which all nonprofits should practice in order to improve relationships with supporters and grow their organizations. Learning about what data appends are and how they work is the first step in improving your organization’s data hygiene, so you’ve come to the right place!

Equipped with data appends, your organization will not only improve its data hygiene but will also gain better insights into who your supporters are and how you can best reach out to them. But first, let’s learn what data appends are and how a data append service can help you with the process.

Request a quote from NPOInfo to begin the data append process.
These are the basics of data appends.

What Is a Data Append?

A data append is a piece of new information added to your nonprofit’s database. During the data appending process, data append services pull data from external sources to correct incorrect data or supplement incomplete data. They use any supporter information that you supply them with, such as contact information, to correctly identify the right individuals across different sources.

Data appends are important because they ensure your database is more complete with the information you need. For example, you could be missing an email address for an important donor. Without their email address, you won’t be able to thank that donor for their contributions or update them about your organization, potentially jeopardizing your relationship with them.

3 Different Approaches to Data Appending

While all data appends refer to adding new information to a database, there are different ways to go about the process and obtain the data you need. These are the three different approaches to data appending:

  1. Forward: Forward appending is what most people think of when discussing data appends. It occurs when an append adds to basic information your organization already has. For example, you may have a donor’s name and mailing address, but a data append could add their phone number as well.
  2. Reverse: As the name implies, reverse appending is the opposite of forward appending. With this approach, your organization uses a singular piece of data to fill in the related basic information. You might have email addresses from your newsletter subscribers, but you could use reverse appending to fill in their names.
  3. Fractional: For a combination of the previous two approaches, use fractional data appending. In this case, you could use a supporter’s name and email address to find their mailing address. Fractional appending puts the best of both approaches together to find the information you need.
These are the three different approaches to data appending.

To determine which data append approach to take, think about which type of data you’re looking for. As we mentioned, forward appending is most typical and the most beneficial for nonprofits, so it’s never a bad idea to start there.

Data Append Timing

In addition to the different approaches to data appending, there are also two different categories of data appends based on the timing of when you’ll receive them:

  • Batch: Just as it sounds, batch appending is when organizations send a batch of information to be appended. This approach is best for nonprofits with large databases that have a clear need for organization. For example, you might be missing some of your volunteers’ phone numbers and mailing addresses. To fix this, you can send a file with the data you have to a data append service, and they will add the missing information all at once.
  • Real-time: For automatic updates to individual records, use real-time appending. Once you send in your information, a server will update it in real-time when needed. An example of a situation where you could use real-time appending is if you want to analyze your newsletter sign-ups and fill in contact information that subscribers left out.

Again, the choice between batch and real-time appending should depend on your organization’s needs. For most types of data appends, batch appending is more beneficial because it allows you to get all the information you need at once. However, real-time appending can be useful for ongoing data append-based solutions.

These are the different data append types.

What Types of Data Appends Are There?

There’s a wide variety of data types you can append to your nonprofit’s database. Depending on your marketing goals and the information you have missing, you can choose the data appends that best fit your organization’s needs.

If you’re not sure which types of data would benefit your nonprofit, we’ll walk through the four different categories to give you a better idea of what your organization might need.

Here are example of the different kinds of data appends.

1. Contact Information

A lot of the data we’ve talked about so far falls under the umbrella of contact information, including phone numbers and email addresses. Believe it or not, social media profiles are also a type of data append in this category.

Communication with your supporters is essential to keeping your nonprofit running smoothly. Make sure your contact information is complete, up to date, and accurate with contact information appends. It’s important to review and update this type of data regularly since supporters’ contact information can change frequently for a variety of reasons.

2. Demographic Information

Demographic information allows you to learn a little more about who your supporters are. Types of demographic information you might collect include:

  • Age
  • Gender
  • Race and ethnicity
  • Income
  • Employment
  • Level of education
  • Marital status

Although the benefits of having supporters’ demographic may not be as clear as those for contact information, knowing more about your supporters can help you reach them more effectively.

For example, date of birth appends allow you to know each supporter’s age so that you can segment them based on how old they are. Younger donors may respond better to text message outreach and social media campaigns while older donors may prefer direct mail. Additionally, knowing your supporters’ dates of birth presents the opportunity to offer birthday gifts or perks.

3. Geographic Data

Using geographic data appends can assist you in creating location-based campaigns. Segmentation based on location can be useful if your organization only operates in a certain area, if there are different localized branches of your nonprofit, or if you’re hosting in-person opportunities in certain areas.

The main geographic data append type is mailing address appends. Having the addresses of your supporters can allow you to send them direct mail and notify them of local opportunities.

4. Donor Wealth Screening

Donors are the primary source of your fundraising, so it can be helpful to know a little more about their assets. That way, you can predict how much and how likely they are to donate. It’s important to focus your marketing efforts on donors who seem to be open to upping or continuing their support at the moment. Doing so can help you prevent wasting time and energy on donors who may not currently be interested in lending their support.

Here are examples of donor wealth data you could append to your donor database.

  • Net worth
  • Likeliness to give
  • Prior donations to other nonprofits
  • Business and foundation affiliations
  • Real estate
  • Stock holdings

Data append services use donation and wealth databases to find this information based on the donor data you supply them with. Once you receive your donor wealth appends, you can customize your outreach to each donor based on their ability and propensity to give.

It's important to hire a data append service to help with your organization's data hygiene.

What Is a Data Append Service?

Since data appending can be rather difficult and time-consuming when done by someone who’s inexperienced, it’s best to turn to the experts. A data append service can help you obtain all different types of data appends. They work to fill in the gaps in your database to help you understand and reach your target audience better.

Data append services are reputable sources for help with your data hygiene. They can append any type of data you need. Additionally, efficient data append service providers will talk to your organization about your current data needs and concerns in order to help you figure out your next steps along your data journey.

You may still not be convinced that partnering with a data append service could be helpful for your organization. If that’s the case, we’ll explain the exact value data append services bring to the table for nonprofits in the next section.

Learn how a data append service can help your nonprofit.

What Value Do Data Append Services Add?

As a nonprofit professional, you must be incredibly careful to budget your funds and resources effectively. Data hygiene is important because it can save your organization time and money by making sure you’re reaching out to the right people.

These are the benefits of working with a data append service.

Basic Benefits of Data Appends

Leveraging data append services is a smart investment for nonprofits because they can help you reach your target audience more efficiently. You’ll be able to make more data-driven decisions and have the right contact information for your supporters.

Now that you know the basic premise of what data append services do, let’s explore the benefits they can provide to your organization:

  • New information. Data append services provide you with information you didn’t previously have access to. Whether that’s phone numbers, dates of birth, or mailing addresses, the right data append services can find the information you need.
  • Accurate information. You may be missing information in your database, but you may also have incorrect or outdated information that needs to be updated. Data append services check the data you already have and replace outdated data with the most current information.
  • Better segmentation. The more you know about your supporters, the better you can group them based on qualities relevant to your campaigns. Segmentation is a great way to customize each supporter’s experience and help them build a deeper connection to your organization.
  • Time conserved. With access to the right resources, your nonprofit probably could find append data on its own. However, that would be very time-consuming for your team. Leave it to the experts who offer professional data append services, know what they’re doing, and can help save time that you can reallocate to other projects.
  • Money saved. The investment of working with a data append service is nothing compared to the money you’ll lose on behalf of bad data. Data append services can help correct errors in your database to lower your marketing costs.

Beyond rounding out your supporter database, data appends add value to your organization in several different ways.

Nonprofit-Specific Benefits of Data Appends

While the above benefits apply to any organization, there are specific benefits for nonprofits that data append services provide, such as:

  • Increased mission awareness. At the heart of your organization is its mission. Once you have the data you need to communicate with your supporters effectively, more people will become aware of your nonprofit’s cause.
  • More donations. Now that you’re reaching out to the right audience, you’re bound to see more funds flood in for your cause. Especially if you’re able to leverage donor wealth appends, you’ll be able to improve your fundraising efforts tremendously.
  • Industry-relevant data. Of course, all organizations could benefit from knowing their supporters’ names and email addresses, but there are certain data points that are especially useful for nonprofits. For example, if you know a donor’s employer, you can discover whether that employer participates in matching gifts and use that knowledge as an incentive for donors to contribute. Data append services geared toward nonprofits like NPOInfo are helpful resources for identifying opportunities to use data more effectively for your nonprofit.

If you’re looking to understand your supporters better, hiring a data append service provider is the right choice. While your organization won’t have to do much besides supplying them with the data you already have, it’s helpful to know how the data append process works so you can ask them any questions you may have.

Follow along for the data append process.

What Is the Data Append Process?

We’ve talked a lot about the fact that data append services take the information you already have about your supporters and use it to find the data you’re looking for. How exactly does that process work though?

There are several steps that data append services follow in order to deliver data appends to their clients. Here are those steps:

This is how the data append process works.
  1. Format the data. Before sending over your supporter data, make sure it’s all in the same format. Data append services typically prefer a comma-separated value (CSV) format for the data.
  2. Upload the data. Next, compile all of the data into one file and send it to your data append service of choice.
  3. Match the data. Once they receive your supporter data, the data append service will compare it to the databases they have in order to identify which information is missing or inaccurate.
  4. Complete the appends. In this step, data append services enhance the data you’ve provided by adding the information they’ve found.
  5. Check the data for accuracy. Before sending the appended information back to you, most data append services will check to make sure the data they’ve found is accurate. They may have manual or automated methods of verifying the data.
  6. Send the data to the client. Lastly, the data append service will send the client the data file for them to download. While data append services like to work with CSV values, they can convert the file into virtually any format that the client prefers before sending it back to them.

The process is easy to follow, and once your organization formats and uploads the data, it’s all up to your data append service to put in the work. Since they’re experts in this area, they typically complete the process fairly quickly, allowing you to leverage your new data right away.

Now that you understand the data append process and how helpful a data append service can be, it’s time to find the data append service you’d like to work with.

Read on to see how to choose a data append service to work with.

How Do I Select a Data Append Service to Work With?

There are so many data append services out there that are ready to help your organization with its data needs. However, it’s important to do thorough research when finding a data append service provider to ensure that they have the qualities you’re looking for.

If you don’t know where to start, we’ve compiled a list of characteristics that we believe all data append services working with nonprofits should have, including:

There are several qualities that a good data append service should have.
  • Employs accuracy checking. It would be a waste of your time and funds to go through the data append process and receive incorrect or outdated data. Look for a data append service that has accuracy checks or scans in place.
  • Provides multiple kinds of appends. Chances are, you need multiple types of data, or you might in the future. Stick with the same data append service for all your data append needs by finding one that can provide all the information you’re looking for.
  • Uses reputable information sources. You might not necessarily know where your data append service is getting their information from, but it doesn’t hurt to ask if they have a process of verifying the databases they’re using.
  • Does a thorough job. Find a data append service that goes above and beyond to satisfy your data needs. In addition to data appends, you might look for a service that can talk you through your current data hygiene or opportunities for using your new data once you’ve received it.
  • Has a quick turnaround. The faster you receive your data appends, the faster you can start using them to improve your marketing efforts and supporter communications. Ask your data append service how long they typically take to go through the process.
  • Provides quotes. With a tight budget, your nonprofit will likely want to know how much data append services cost before committing. A reliable provider will give you that information ahead of time based on the information you need.
  • Specializes in nonprofit data appends. For the best experience, partner with a data append service that regularly works with nonprofits. Of course, you can use a generic data append service, but for nonprofits, it’s best to work with one that is nonprofit-specific. They will understand your needs best and have the expertise you need to propel your organization forward on its data hygiene journey.
  • Works with a variety of nonprofit organizations. Even if you’re working with a nonprofit-specific service, there’s no guarantee that they’ve worked with your organization type before. Look for a data append service that has worked with a variety of nonprofit organizations such as schools, healthcare organizations, and associations.

With these qualities in mind, NPOInfo is our recommended nonprofit data append service provider. They possess all the qualities we’ve listed above and have extensive experience providing data for nonprofits.

Here are some additional data append resources.

Conclusion & Additional Resources

Good data hygiene ensures that your nonprofit can gain important insights into who your supporters are. An essential component of data hygiene is data appends, which add missing information to your database to expand your supporter profiles. With data appends, you can personalize and even segment your supporter communications to connect with supporters on an individual level.

If you’re ready to move forward with the data append process, the next step is finding a data append service to work with. You can request a quote from NPOInfo, our recommended nonprofit data append service, to learn more.

If you need more information before diving into the data append process, that’s okay. Here are some additional resources about data append types that will help you better determine your organization’s data append needs:

If you're ready to move forward with data appends, NPOInfo can help.
Find out how Venmo could be a useful fundraising tool for your nonprofit.

Venmo for Nonprofits: A Useful Tool to Boost Donations

As a nonprofit, fundraising is essential to your success as an organization. It’s not only how you power your programs but also how you can spread the word about your organization and mission to your community.

To optimize the funds they raise, nonprofits are always looking to make their operations more efficient. New technology and apps make this easy so that nonprofits can collect donations without having to put much thought into it. One such tool is Venmo.

Using Venmo for nonprofits allows organizations to leverage a platform many people already use every day. You might already be familiar with Venmo from your own personal use, but we’ll go more in-depth about what it is and how you can best use it for your nonprofit.

Take a look at the questions we’ll be answering about Venmo fundraising:

At NXUnite, we’re committed to helping nonprofits find the tools they need to maximize their fundraising efforts. Venmo is an app you may already be familiar with, but it has huge fundraising potential for your organization. We’re here to help you learn more about how your nonprofit can use Venmo to boost donations.

Are you ready to learn about how Venmo could be the next best fundraising tool for your nonprofit? Let’s get right into it!

Learn more about other fundraising tools like Venmo for nonprofits at an NXUnite panel.
Before we dive into Venmo fundraising, learn more about what Venmo is.

What Is Venmo?

Venmo is a peer-to-peer mobile payment service. That means people can transfer money from their bank accounts to each other directly within the app. The app makes it easy for people to pay each other back without worrying about cash.

Although there are several similar apps out there, Venmo is one of the most popular. According to Venmo, the app currently has over 83 million users, the biggest group of which is 25-34 years old. In 2021 alone, the Paypal-owned platform processed about $230 million in payments.

Venmo makes transferring and receiving money easy, making Venmo fundraising a great choice for nonprofits.

It’s clear to see why people have turned to Venmo as their preferred way to send and receive money. All you have to do is link your bank account, debit card, or credit card to your account, and you’re good to go. With the click of a button, you can send and request payments from people.

Additionally, you can choose whether to transfer your funds to your bank account immediately or keep them in your account for future transactions. If you want to leverage both options, you can even select how much you would like to transfer out, leaving you with some money still left in the app.

Check out the benefits of using Venmo for nonprofits.

What Are the Benefits of Using Venmo for Nonprofits?

Venmo solves a typical problem: how to pay people back efficiently. The easy-to-use app simplifies the process of splitting a check, paying your portion of your rent, and so much more.

Now that you a little more about how Venmo works, why is it a good platform for nonprofits? Just like they do for other individuals, people can send money to nonprofits, creating another fundraising source. Beyond creating an additional revenue source, some of the benefits Venmo fundraising can provide for your nonprofit are that it’s:

Here are the benefits of using Venmo for nonprofits.
  • Easy to use. As we’ve mentioned before, people enjoy using Venmo because of how easy it is. If someone already has a Venmo account, it simplifies the process of them donating to your cause. Instead of going through your donation page or form, donors can head to the already-installed Venmo app and transfer money to your organization from their account within seconds.
  • Affordable. Venmo is a great choice for nonprofits because it’s free to sign up. Additionally, there are no monthly fees and no fees when sending money with a linked bank account or debit card. The only donation-specific fee is 1.9% + $0.10 for receiving funds. There is also a 3% fee when sending money with a linked credit card and a 1% fee for instant transfers to your bank account, but neither of those options is necessary.
  • Secure. When using a mobile payment service, it’s important that your information is protected. Venmo uses encryption to help protect your account and financial information. Not to mention, the app’s security makes it a secure form of giving for donors.
  • Encourages donations of any size. Some people may want to contribute to your cause, but they might be intimidated by the donation amounts you suggest on your website. Since people typically use Venmo for smaller payments, they may be more willing to donate to your organization through the platform with the extra funds kept in their accounts.
  • Includes social proof. Different than other donation methods, Venmo functions like a social media platform in that users can see their friends’ and family members’ payments. Not only can people feel good knowing that their donation is public, but they can also inspire others to donate to your cause.
  • Facilitates relationships. Donors can send messages with their Venmo donations, allowing them to personalize their support. You can also like and comment on donations, allowing you to thank donors and start a conversation with them.

Taking advantage of Venmo fundraising can not only raise money for your organization but also help you build relationships with your supporters. They will appreciate the ability to use a platform they’re likely already familiar with to contribute to your cause and amplify your organization to family and friends.

Learn how to set up a Venmo account to get started with Venmo fundraising.

How Do I Set Up a Venmo Account for My Nonprofit?

If you think Venmo would be an asset to your fundraising efforts, it’s time to set up your account. At this time, Venmo does not have an option specifically for nonprofits, but they do allow nonprofits to create regular accounts and use them to collect donations.

Setting up your organization’s Venmo account is simple. Just follow these five steps:

  1. Download the Venmo app or visit the Venmo website.
  2. Choose your sign-up method and create your password.
  3. Verify your phone number and email address.
  4. Add and verify your bank account.
  5. Change your username and add a profile picture to reflect your organization.
These are the steps to creating a Venmo account for your nonprofit.

It’s that easy! If you have a personal Venmo account, you’ve already been through the same process. For more information about creating your account, you can refer to Venmo’s website.

Promote your Venmo account to your supporters.

How Can My Nonprofit Guide Donors to Our Venmo Account?

Of course, any organization can say they’ve created a Venmo account and leave it at that. However, you’ll need to go a bit further if you want your supporters to be able to find your account and engage with it. Here are some suggestions for how to promote your Venmo for nonprofits account:

Follow this checklist to promote your organization's Venmo account effectively.

Give a tutorial on how donors can use Venmo to contribute.

Start by teaching donors how Venmo for nonprofits works. You can create a step-by-step video that shows donors how they can give donations to your organization on Venmo.

Let donors know how easy the process is and why it’s a great platform for nonprofits.

Add your Venmo account to your donation page.

You’ll want donors to know that contributing through Venmo is a new donation option, so it’s important that your donation page reflects that.

Include your Venmo username on emails and social media.

Make it easy for donors to find your Venmo account. You probably already promote your social media accounts in your emails, so just add Venmo to the list.

On your nonprofit’s social media pages, link your Venmo account in your bio for easy access.

Share your Venmo QR code with your supporters.

Sometimes, it can be difficult to find Venmo accounts if you don’t know the exact usernames you’re looking for. Eliminate that obstacle by promoting your nonprofit’s Venmo QR code. That way, you’ll know donors are contributing to the right account.

Make sure to share your Venmo QR code with your supporters through various methods such as email newsletters, social media, your website, and at events.

Once donors know how to donate to your organization through Venmo, it’s important to make sure they’re having a good experience using the app.

Use Venmo fundraising to foster better connections with your supporters.

How Can Venmo for Nonprofits Foster Connections with Donors?

If you use Venmo fundraising correctly, you can make it a fun, interactive, and rewarding donation experience. By prioritizing the giving experience, you’ll ultimately foster better connections with your donors. Let’s walk through a few steps you can take to give your donors a great user experience on Venmo:

These are some ideas for how to use Venmo to connect with your donors.

Cater to your audience.

Remember that most Venmo users are on the younger side. When commenting on their donations, don’t be afraid to use emojis and have fun with your interactions.

You can also take advantage of the social proof we mentioned before. Younger donors love to be recognized for their efforts, so consider shouting out a Venmo donor of the week on your social media.

Encourage donations of any size.

Again, most people use Venmo for small payments. Lean into that by asking donors for small donations. It will all add up and ultimately acquire new donors who could have been intimidated by the prospect of donating before.

Host a fundraising competition.

Split your supporters up into teams and have them compete for who can raise the most money or make the most donations. The teams can be based on age, location, or another factor of your choosing.

Provide an incentive to the winning team such as social media shoutouts, gift cards, or matched donations. Knowing they could earn a prize, people might be more willing to participate.

Interact with as many donors as possible.

Since Venmo functions like a social media platform, use it like one. Comment on as many donations as you can. You can send an emoji, sticker, or GIF to make it fun. Most importantly, remember to thank donors for their contributions.

Using Venmo for nonprofits opens up new opportunities for building donor relationships like never before.

Read on for some additional resources about nonprofit fundraising tools in addition to Venmo fundraising.

Conclusion & Additional Resources

With so many new payment apps out there, it’s difficult to decide which is best for your organization. For nonprofits, Venmo is the ultimate choice. With low fees, security features, and opportunities to interact with your donors, Venmo provides an easy and reliable way to raise money and build relationships with your supporters.

Now that you know how beneficial Venmo fundraising can be, you might be wondering what other fundraising tools and nonprofit resources are out there. Check out these articles to help out your nonprofit:

Our panels at NXUnite can help you to discover new ways to fundraise like Venmo for nonprofits.
We'll answer all your Google Ad Grants questions in this guide.

Google Ad Grants: Frequently Asked Questions Answered

If you’ve been in the nonprofit fundraising world a while, you’ve probably heard of Google Ad Grants. For those who are unfamiliar, Google Ad Grants is a program created to help out nonprofits with their marketing and fundraising efforts by increasing their visibility online.

Participating organizations receive $10,000 per month to spend on Google Ads. These funds allow nonprofits of all sizes to grow their online presence and get more conversions.

It’s shocking how many nonprofits don’t already leverage the program. As long as your organization meets Google’s eligibility requirements and follows all rules of the program, you should have no problem getting into the program and staying enrolled.

Whether you’re looking to increase site traffic or connect with new prospects, leveraging Google Ad Grants is an effective way to reach your organization’s goals.

Whether your organization already leverages Google Ad Grants or has never heard of the program, we’re sure you have some questions. To clear up any confusion about the Google Ad Grants program, we’ve grouped the questions you likely have into these categories:

Here at NXUnite, we’re always looking for new fundraising ideas that we can share with nonprofits, and Google Ad Grants is one of the most successful ones we’ve found. We’ve got a lot of questions to cover, so let’s dive right in!

Check out Getting Attention for help with Google Ad Grants.
Learn more about what Google Ad Grants are.

What Are Google Ad Grants?

For those of you who are new to the program, we’ll start with the basics. The Google Ad Grants program gives eligible nonprofits $10,000 per month to spend on Google Ads. These ads typically appear at the top of relevant Google searches, allowing your organization to grab potential donors, subscribers, and volunteers’ attention.

To help you visualize Google Ads in action, we’ll give you an example. Say you’re a huge animal lover looking to make a difference. You might search “animal shelter” or “animal shelter near me.” From there, you’d likely see a Google Ad for a local animal shelter you can volunteer with or donate to in addition to other related resources.

Here's an example of a Google Ad in action.

While for-profit organizations can run Google Ads as well, Google Ads for nonprofits are a little different. To participate in the Google Ad Grants program, organizations must meet the eligibility requirements. Additionally, those who do not qualify for the program have to use traditional Google Ads and pay per click for their ads to run.

With the money granted by Google, nonprofits can bid on specific keywords and promote certain pages of their websites. Organizations choose which pages to promote based on their current goals. For example, if your organization has an upcoming event, you may want to highlight your event registration page.

Now that you have the gist of the program, it’s time to learn about its benefits in greater detail.

Check out the benefits of Google Ad Grants.

What Are the Benefits of Google Ad Grants?

If you’re going to spend time researching and applying for this program, you’ll want to know how it can benefit your organization. Take a look at the benefits Google Ad Grants could have for your nonprofit:

More engagement on your site.

To attract people to your organization, you’ll want to make sure you have the proper content on your website. However, your content could be great, but if potential supporters can’t find it, then it’s not serving its purpose.

The Google Ad Grants program helps to get the right web pages in front of the right people. For example, someone searching “donate to climate change donations” is likely looking for a place to contribute monetarily. As a result, you can use funds from your Google Ad Grant to promote your site’s donation page to this audience.

More conversions.

While you might associate conversions with sales and other related for-profit activities, nonprofits can also track conversions to measure outcomes and reach. Increasing conversions means that more people will be interacting with your site in the way that best suits them. Here are some examples of online conversions your nonprofit might track:

  • Donations
  • Volunteer signups
  • Ticket sales
  • Event registrations
  • Petition signings
  • Email list registrations

To increase site engagement and boost conversions, having the right content is key. If you don’t have the proper pages for meeting your conversion goals, then it will be difficult to increase conversions. However, once you create that content, Google Ad Grants can help you promote it accordingly and get it in front of the right audience.

Improving communication with your supporters.

Even with endless communication tools including email, calls, and social media, it can be difficult to interact with your supporters and share new information with them. Some people might feel overwhelmed with all the communication they receive from an organization. Others might be too busy to give your communication any attention.

Although Google Ad Grants don’t replace traditional communication strategies, they can enhance them. They provide a way for supporters to stay up to date on your content in a way that fits their own schedule and needs.

More information about your supporters’ goals.

Increasing communication effectively means understanding what information supporters need from your site. Using Google Analytics, you can see which pages users visit and what actions users take to learn more about which aspects of your organization are important to your supporters.

Since Google Analytics provides you with useful data about your campaign performance and website interactions, you can use that information to optimize your content and consequently increase engagement.

No competition for funding.

Google Ad Grants are not like traditional grants. While other grant programs have a limited amount of money that they distribute based on organizations’ needs, the Google Ad Grants program gives the same amount to all eligible organizations.

As long as your organization meets the program’s requirements, you will receive $10,000 worth of ad credits per month. This allows your organization to put more energy into using the grant effectively as opposed to stressing about how much funding you will receive.

See what you can accomplish with Google Ad Grants.

What Can You Use Google Ad Grants to Accomplish?

Going into the Google Ad Grants program, it’s important to think about your goals as a participating organization. What pages do you want to promote? What conversions would you like users to make? These are some questions you may want to answer before applying.

To get you thinking, here are some reasons nonprofits use Google Ad Grants:

  • To collect donations from current and potential donors
  • To spread awareness about your organization’s cause
  • To recruit volunteers for upcoming opportunities
  • To share information about upcoming events and sell tickets
  • To add subscribers to your email list
  • To encourage users to take certain actions like engaging with your social media or signing a petition
Here are different ways that you can use Google Ad Grants.

The possibilities are endless with what you can use Google Ad Grants to accomplish as long as you define your goals ahead of time.

Participating in the Google Ad Grants program is free for nonprofits.

Is It Free to Participate in the Google Ad Grants Program?

As long as your organization is eligible for the program, it is free to participate! You must also follow the application process and stay compliant with all requirements once you accepted into the program.

Although the program is free for eligible organizations, determining your eligibility, applying, and preparing your account can be very time-consuming. If you want to participate in the program but don’t have time to figure out the process yourself, consider hiring a Google Grants agency. They will do all the hard work for you so you can focus on your goals as a participating organization.

Managing your Google Ad Grants may require help from an agency.
Any size organization can participate in the Google Ad Grants program.

How Large Does Your Organization Have to Be to Participate?

There’s no organization size minimum or maximum for participating in the Google Ad Grants program. Any nonprofit can benefit from the program and its opportunities to grow its online reach. Even small nonprofits will be able to access the program’s benefits, including increased engagement, more conversions, and greater knowledge about their supporters.

Google Ad Grants are great for smaller nonprofits because they allow opportunities for those organizations to grow as they expand their audience. However, if your organization is brand new, you might have to wait a few months to be eligible for the program. In the meantime, it will be helpful to learn more about the program and prepare your goals for participating in order to make the process run more smoothly once you’re eligible.

Find out if your organization is eligible for Google Ad Grants.

Which Types of Organizations Are Eligible for Google Ad Grants?

Since it’s free to participate in the program for any size organization, Google specifies several requirements that nonprofits must meet to be eligible for the program. The guidelines vary slightly based on your country, so be sure to check the unique requirements for your organization’s location.

The eligibility requirements are as follows in the United States:

  • Register with the IRS as a charitable organization. In order to be a valid charitable organization, you’ll need to have 501(c)(3) status, exempting you from taxes. For verification of your organization, Google also requires you to register your organization with TechSoup.
  • Accept the terms and conditions of the program. There are general Google for Nonprofits terms you’ll have to agree to as well as Google Ad Grant-specific certifications.
  • Own your own domain and feature relevant content. Since you will be using Google Ad Grants to promote pages on your website, Google has some website requirements. These include owning your domain, featuring unique content, and including accurate information about your nonprofit’s purpose.
  • Obtain an SSL certificate. Google wants to make sure your website is secure before they promote it, so they require Secure Sockets Layer (SSL) certification. If you have installed it correctly, there should be a lock icon in the navigation bar in Google Chrome, and your URL will include https:// instead of http://.
These are the types of organizations that are eligible for Google Ad Grants.

If your organization follows these requirements, you should be good to participate in the program. However, the following organizations are automatically ineligible for the program:

  • Governmental agencies and organizations
  • Hospitals and healthcare institutions
  • Schools, academic institutions, and universities

Google prohibits these organizations from participating in the program. However, if your organization falls under the last category, you may be able to participate in Google for Education, a similar program specifically for educational institutions.

Here's how to apply for Google Ad Grants.

How Do You Apply for Google Ad Grants?

Applying for Google Ad Grants for nonprofits isn’t complicated, but we’ve broken down the process into steps to simplify it even further. Here’s a step-by-step guide on how to apply for Google Ad Grants:

Follow these steps to apply for Google Ad Grants.

1. Check the eligibility requirements.

As we just went over, there are several eligibility requirements for participating in the program. Before you apply, you’ll want to make sure you qualify and take any actions necessary to become eligible. This way, you can make sure the application process goes smoothly and avoid having your application rejected.

2. Sign up for TechSoup.

Once you’ve determined that your organization is eligible for the program, the next step is signing up for TechSoup. TechSoup is an organization that works with Google and other companies to give nonprofits access to helpful resources at discounted rates.

In order to register with TechSoup, follow these three easy steps:

  1. Go to the TechSoup registration page and create an account.
  2. Select your preferred language and the country where your organization is located.
  3. Click ‘New Member,’ select ‘Register,’ and agree to TechSoup’s terms.

After you complete this process, TechSoup will give you a validation token that you’ll need to activate your Google for Nonprofits account.

3. Create a Google for Nonprofits account.

Google Ad Grants is just one of the resources Google provides under the umbrella of Google for Nonprofits. When you create your Google for Nonprofits account, you’ll be able to access:

  • Google Workspace for Nonprofits, which grants your nonprofit access to Google’s suite of apps including Gmail, Docs, Sheets, Calendar, and Meet.
  • YouTube Nonprofit Program, which enhances your YouTube account for the nonprofit space with features like a donate button and video annotations that link to your website.
  • Google Earth and Maps, which allows people to find programs and resources near them.

In order to create an account, make sure you have your tax ID number, contact information, and TechSoup validation token on hand.

4. Set up Google Analytics.

It’s essential for your website to have Google Analytics connected to it before applying for Google Ad Grants. Circle back to the goals you have for participating in the program. This is where you’ll put them to work!

You should install Google Tag Manager and create some conversion tracking goals for your site that align with your goals for participating in the program. For example, you might want people to do one or more of the following:

  • Sign up to be volunteers
  • Register for an event
  • Donate to your nonprofit
  • Sign a petition for your advocacy campaign
  • Spend a certain amount of time on your website

Adding these goals to Google Analytics will allow you to track which pages are most successful in acquiring conversions. It will also allow you to recognize which pages need some work so that you can adjust them accordingly.

5. Complete the Google Ad Grants application.

Now that the preliminary steps are complete, it’s time to actually fill out your Google Ad Grants application. You’ll have to log in to your Google for Nonprofits account to access it.

Part of the application process includes submitting your website for review. The Google Ad Grants team will look over your website and its content to see if your organization is ready for the program.

Another thing to consider about your application is whether you’ll choose to start a “Smart Campaign” or “Classic” account. “Smart Campaign” is a more basic option with automated settings. It requires less management whereas the “Classic” account has more tools and customization options included.

Finally, Google will review your application and respond within three business days. When Google approves your account, you’ll automatically be able to access and start using Google Ads to amplify your organization’s most important web pages.

This is how to best use your Google Ad Grants account.

How Do I Use My Google Ad Grants Account Successfully?

Now that you have your Google Ad Grants account, you’ll want to make sure you’re getting the most out of it. The way to do so is to have a well-thought-out plan for how to develop and implement your ad campaigns.

While Google Ad Grants will certainly increase your website’s visibility, it’s the work you put into optimizing your account that will allow you to see the best results. Here are some ways to make sure your account is successful.

Follow these tips to optimize your Google Ad Grants account.

1. Create good content.

It’s easier said than done, but creating good content for your website is an integral part of your success with the Google Ad Grants program. Without good content, it doesn’t matter how much traffic comes to your website because users will be less likely to make conversions once they see your pages.

There are a couple elements your content should have to increase its value, including:

  • Topics with high search volume. Your content could be well written and engaging, but if no one’s searching for it, then it doesn’t matter. Make sure to feature content with popular topics that will help people find your site. For help with figuring out how topics rank, look at Google Trends or Moz to research keywords.
  • Focus. People typically only search for one topic at a time, so you’ll want to design your page to reflect that. Spread your content out so that each page has its own focus.
  • Built-out pages. On the other hand, you want to make sure your content on each page is substantial. This is not only crucial for user experience but also for how Google ranks your page. You’ll also attract more users if your pages actually contain helpful information people are looking for.
  • Calls to action. You’ve created your conversion goals, and now you want to make it clear to users what you want them to do in reference to those goals. For example, if you want people to register for an event, make sure to include a button or a link that will take them to your event registration page.
  • Mobile friendliness. More and more searches these days come from mobile devices. Therefore, it’s important to ensure that your content is mobile friendly so that people can access it in the format you intend for them to. Additionally, mobile friendliness is one of Google’s ranking factors for organic traffic, which you’ll want to keep up in addition to your Google Ads.

The better your content is, the more people will flock to your website. Hopefully, this increased traffic leads to more conversions, which are important to measure and analyze to make continuous progress for your mission.

2. Track your campaign goals.

Data should be the guiding force in making decisions about your Google Ad Grants account, and lucky for you, there are tools at your disposal to help you use data effectively.

To get the most out of your Google Ad campaigns, you’ll have to set up conversion tracking and data analytics. These tools are included within Google Analytics, which you should already have installed. Use Google Analytics to set up goals so that you can track your campaign performance accordingly.

As we’ve gone over before, your goals for participating in the program are what shape how you will use Google Ad Grants to your advantage. You’ll want to track these goals to make sure you’re accomplishing them and adjust your website if you’re not performing as well as you had hoped. Ideas for goals are:

  • Signing up for your email list
  • Making a donation
  • Submitting a volunteer registration form
  • Buying a ticket for an event
  • Signing a petition

For each goal that you have, you’ll want to set up conversion tracking in Google Analytics. That way, you’ll be able to see how well your goals are panning out and make necessary changes.

3. Get to know your audience.

The Google Ad Grant program has ways for you to limit who your ads are shown to. To take advantage of this feature, you’ll want to define your intended audience and keywords for each campaign. That way, you can ensure that each campaign is focused and reaching the people you want it to reach.

To get to know your audience, it’s also helpful to do some keyword research. Once you know exactly what people are searching for that’s related to your page, you’ll have a better idea of what keywords to include in your own content that will help them show up in searches.

If you have an idea of what your audience isn’t searching for or what unrelated audiences are searching for, use negative keywords. Unlike regular keywords, negative keywords are used to prevent your content from showing up in searches that contain certain words.

Once you’ve been using Google Analytics for a while, you can start to look through the search queries of people who visit your site to see which ones don’t result in conversions or aren’t related to your nonprofit. This process will allow you to add more negative keywords to your list and only show up for relevant searches.

4. Use other marketing efforts.

Google Ad Grants are certainly a powerful marketing tool, but don’t forget about what else is out there! Continue your usual marketing activities, whether that’s regularly posting on social media or sending out email newsletters once a week. The data you collect from your Google Ad Grants campaigns will also be useful to consider for these marketing methods as well.

Additionally, your Google for Nonprofits account gives you access to other marketing tools that you can leverage. For example, the YouTube Nonprofit Program makes it easier to fundraise on YouTube by teaching you how to create effective campaign videos and equipping your account with a donate button.

5. Focus on quality.

Although the program gives you $10,000 a month in ad spending, most nonprofits don’t use it all. This may be because some organizations don’t have enough time or resources to manage multiple campaigns. Alternatively, others may not have content geared toward their audience’s needs and therefore aren’t getting good results.

Whatever the issue is, you can still spend only a portion of what Google provides and have a successful Google Ad Grants account. For example, your audience may be specific to a certain area or interest that may allow you to reach it without spending the full amount of money.

In conclusion, remember to focus on the quality of your content and its ability to create conversions as opposed to haphazardly using all the funds Google provides.

Here's how to maintain your Google Ad Grants account.

How Do I Maintain My Google Ad Grants Account?

Maintaining your Google Ad Grants account is an ongoing process. You’ll want to make sure you’re using the funds Google provides effectively and that your campaigns reflect the data you’ve collected. Check out our suggestions for keeping your Google Ad Grants account strong:

  • Run at least 3-5 campaigns. When you start using Google Ads, get a feel for how many campaigns your organization can manage at once. Less than three won’t be enough to show results, but too many campaigns might overwhelm whoever’s managing your account. You’ll want to have multiple campaigns to promote different aspects of your website. For example, one campaign might highlight your donation page while another simply promotes your homepage with background information about your cause.
  • Connect your ad groups to your cause. Like your website’s landing pages, you’ll want to make sure your ad groups are focused on their respective topics as well as your organization’s mission. For example, if you’re an animal shelter looking for volunteers, your Volunteer ad group should include keywords like “volunteer at an animal shelter,” “work with cats and dogs,” and “help animals get adopted.”
  • Use ad extensions to your advantage. Ad extensions invite users to click on your content by providing them with extra information. There are several different kinds of ad extensions. An example is callout extensions, which allow you to add bullet points under your ads to highlight what’s important.

While creating your account was easy, maintaining might be more complicated than you originally anticipated. Not to worry though! This just means you might benefit from the help of a professional agency. Google Grants agencies can save you time and energy by managing your Google Ad Grants for you.

Maintaining your Google Ad Grants can be a hassle, but Getting Attention can help!
These are the Google Ad Grants account rules.

What Are the Google Ad Grants Account Rules?

Just as Google has certain requirements for creating a Google Ad Grants account, they also have rules for keeping your account active. It’s important to follow these rules to not only run your account successfully but to also avoid suspension.

Google lists out the requirements for compliance in its official compliance guide, but we’ve summarized some of the most important ones below:

  • Avoid using single-word keywords unless it is on this list of approved exceptions.
  • Don’t use overly generic keywords.
  • Only use keywords with a quality score higher than 2.
  • Maintain a 5% monthly clickthrough rate (CTR).
  • Set up conversion tracking with Google Analytics and Google Tag Manager.
  • Create at least 2 ads per ad group and at least 2 ad groups per campaign.
  • Include at least 2 sitelink ad extensions.
  • Answer the yearly program survey.
Make sure to follow these requirements to maintain your Google Ad Grants account's compliance.

To stay on top of these rules and any potential changes to them, make sure to regularly check the Google Ad Grants compliance page. You may want to bookmark it or schedule time on your calendar each month to review it. A Google Ad Grants agency could also answer any questions you may have about the program’s compliance requirements.

Find out why your Google Ad Grants account may have been suspended.

Why Was My Google Ad Grants Account Suspended?

As long as your account remains compliant with the program’s requirements, it will renew monthly, requiring no further action. However, not maintaining your account’s compliance could put your account at risk of suspension.

Take a look at some of the most common reasons Google Ad Grants accounts are suspended besides the compliance rules we’ve reviewed:

  • Violating the program’s terms multiple times
  • Not meeting eligibility criteria
  • Losing 501(c)(3) tax-exempt status
  • Abusing the ad network
  • Not reverifying your account when asked to do so
  • Falsifying information about your organization
Here are some reasons why your Google Ad Grants account may be suspended.

If your account does get suspended, don’t panic! A Google Ad Grants agency can help you to figure out the problem and how to solve it to get your account back.

A Google Grants agency can help you manage your account.

Can Someone Help Me Manage My Google Ad Grants Account?

Yes! If you’re at all confused or need help in any step of the Google Ad Grants process, a Google Ad Grants agency is equipped to help you out.

You could turn to a regular nonprofit marketing consultant, but for the expertise you’re looking for, a Google Ad Grants agency would be a better choice. Since they spend all their time working to manage Google Ad Grants, they have the knowledge of and familiarity with the program that you’re looking for.

Google Ad Grants agencies will manage the entire grant management process, including:

  • Determining your Google Ad Grants eligibility
  • Applying for the program
  • Researching keywords
  • Managing your campaigns
  • Maintaining your account’s compliance
  • Optimizing your pages
  • Reactivating your account if it is suspended
Here's how Google Ad Grants agencies can help your nonprofit.

Whatever you’re having trouble with, Google Ad Grants agencies are the best source of help for your questions about the program.

Here are more resources to help you with Google Ad Grants.

What Else Do I Need to Know About Google Ad Grants?

By now, we hope you feel like an expert on Google Ad Grants! Now that you know all about what they are, how you can use them, and how you can manage your account, you have all the tools you need to be a successful participant in the Google Ad Grants program.

However, we know you might have even more questions that we weren’t able to cover. In case that’s the case, here are some resources that can help:

Check out our recommended agency, Getting Attention, for help with Google Ad Grants.

18 Best Nonprofit Graphic Design Examples

With the rise of the digital age, people are consuming information faster than ever. In order to capture their attention before they click away or scroll to the next post, you need exciting graphics. 

Graphic design is an essential part of marketing your nonprofit organization to the world. A powerful graphic allows you to deliver information to your audience in a way that’s visually appealing, informative, and impactful. As a result, you’ll be able to maximize your nonprofit’s reach and improve your brand visibility.

For some nonprofits, graphic design can feel daunting, especially if you don’t know where to start. If you’ve found yourself looking for inspiration, you’re in the right place. By examining compelling graphic design examples, you can see what’s possible for your own website, social media, and more! 

In this article, we’ll show off 15 of the best examples of nonprofit graphic design by format, along with tips and tricks to creating your own. Specifically, we’ll go over: 

  1. Graphic Design Basics
  2. Nonprofit Logo Examples
  3. Nonprofit eCard Design Examples
  4. Nonprofit Website Design Examples
  5. Nonprofit Infographic Examples 
  6. Nonprofit Brochure Examples
  7. Nonprofit Video Examples

By seeing how other nonprofits have successfully used graphic design, you’ll be in great shape to plan your own designs and excite your audience. 

Ready to jump into the world of nonprofit graphic design? Let’s get started. 

Graphic Design Basics: Building Your Brand 

Your nonprofit organization might be serving the same need as another organization. So, how can you stand out from the crowd and maximize donations? 

A great graphic design will help build your brand recognition. By using a consistent theme across designs (colors, illustrations, messaging, and more!), your supporters will be able to immediately recognize your nonprofit and better connect with its mission. Better yet, more people will become familiar with your organization and want to contribute. 

There are many types of graphic design you can use to improve your nonprofit marketing strategy. Consider adding the following to your graphic design portfolio: 

  • A Memorable Logo – Shape the public’s perception around your brand in a creative way. A good design incorporates your organization’s values and is easy to understand. 
  • Engaging Website Design – Your design should engage visitors and make them want to stick around to learn more. Consider font, color scheme, and a layout that is accessible, modern, and unique to your organization.  
  • Helpful Infographics – These tools bridge the gap between visuals and text in an exciting way. Infographics are especially useful for education or to highlight your organization’s impact. 
  • Comprehensive Brochures – Digital and in-print brochures can help people learn about your organization and why they should become involved. Maximize engagement with clear formatting, helpful information, and graphics that evoke an emotional response. 
  • Impactful Video Graphics – Videos are a powerful form of story-telling that resonates with audiences. Use features like animated text and moving graphics to showcase your organization’s mission and impact on the community. 

As you look through examples in this article, consider which graphic design types would be most beneficial and relevant to your nonprofit. Remember to keep in mind your audience. Your graphic design should be inspiring and impactful for the group you’re targeting. 

1. Humane Society of the United States

The Humane Society of the United States is a great example of nonprofit logo design because of its unique illustration.

Why We Love This Logo

The Humane Society of the United States (HSUS) is an animal welfare organization that has three focus areas: end the cruelest practices toward all animals, care for animals in crisis, and build a stronger animal protection movement. 

Their mission to support animals in the U.S. is clear in the design. The logo features an illustration of America made from a variety of animals, ranging from pets like dogs and cats to wild animals like whales. The image is engaging to look at and immediately lets the viewer know that this logo belongs to an animal-centered group in the U.S., even if they aren’t familiar with the HSUS. 

The color blue is another key feature that makes this logo great. Blue conveys positive qualities like trustworthiness, reliability, and professionalism to viewers. Blue is also in the American flag, so this color helps emphasize the organization’s mission to serve all of the U.S. 

Top 3 Lessons From This Logo

  • Tap into your creativity! If your logo is boring, it won’t appeal to your audience. 
  • Make your logo relevant to your organization’s mission. This will help strengthen relationships with supporters and attract new ones. 
  • Select a color scheme that represents your values. Different colors make people feel different emotions, so consider your audience and how you want your logo to resonate with them. 

2. Feeding America

The Feeding America logo is an example of excellent graphic design because of its illustration of wheat and clean typeface.

Why We Love This Logo

Feeding America is a charitable organization that seeks to provide equitable access to nutritious food across the United States. 

The words are stacked on top of each other so each letter is perfectly in line, creating a simple yet effective design. Feeding America’s mission is well-reflected in the letter “I’s” which align to create an ear of wheat. The wheat illustration adds character to the logo without making the words difficult to read or distracting the viewer. 

This logo also uses color to its advantage. Feeding America’s color palette strategically ties back into their mission to tackle hunger. The orange and green colors feel earthy and can easily be linked to food production. 

Typeface is another feature that plays an important role in this logo’s success. Feeding America’s logo was created with the font Gotham Bold, which is a sans-serif typeface. Sans-serif feels modern, clean, and friendly, making it a great choice for Feeding America’s branding. 

Top 3 Lessons From This Logo

  • Integrate designs into your logo naturally. 
  • Be simple and intentional with your color scheme. If you’re using more than one color, make sure the colors complement each other. We recommend using 2 to 3 colors maximum to create a minimal look. 
  • Select a typeface and font based on the visual aesthetic you want your logo to achieve. 

3. Rethink Mental Illness 

Rethink Mental Illness has a great nonprofit logo design celebrating their 50th anniversary.

Why We Love This Logo

Rethink Mental Illness aims to improve the quality of life for people with mental illness. This U.K. based organization offers support groups, mental health training, and more to improve mental healthcare. 

For their 50th anniversary, Rethink Mental Illness created this special anniversary logo to commemorate their longevity. Developing an anniversary logo is a great way to demonstrate your organization’s longstanding commitment to serving its mission while adding authority to its brand. People want to feel confident that their donation is being put to good use, so highlighting your organization’s achievements can help attract more support. 

Rethink Mental Illness seamlessly wraps the number 50 around its traditional logo, creating a feeling of unity. The number is large, clear, and immediately lets viewers know that this organization is celebrating a historic milestone. 

Top 3 Lessons From This Logo

  • When creating an anniversary logo, stay true to your original branding. Use colors and fonts that your audience is already familiar with so they can easily recognize your updated logo. 
  • The numbers should be as prominent as possible. We recommend making it the biggest element in your design so it’s clear that your organization is celebrating this achievement. 
  • Make the numbers pop with a simple yet engaging design that ties everything together.

Nonprofit eCard Design Examples

Charity eCards are a fantastic way to bolster your nonprofit’s brand identity, raise money, spread cause awareness, and foster deeper relationships with stakeholders. Let’s take a look at some of our favorite examples of nonprofits putting this type of nonprofit graphic design to use.

1. Peace Winds America

Peace Winds America designed a series of cause-specific Father’s Day cards, making it one of our favorite nonprofit graphic design examples.

Why We Love These eCard Designs

Peace Winds is an international NGO that responds to natural disasters and man-made crises throughout the world. As part of their initiative to raise awareness of refugees’ situations, they launch a joint Father’s Day and World Refugee Day campaign.

Fundraising Letters’ donation eCards guide does a great job of explaining why this nonprofit eCard design works so well:

“For World Refugee Day, Peace Winds offered a visually-captivating eCard branded with original graphics, the organization’s logo, and its official colors. To top it all off, the typography emphasizes the purpose of the eCard and the organization behind the hard work. In exchange for a donation, supporters could send an eCard to honor refugees and raise awareness of their plight around the world.”

If you’re wanting to spread cause awareness, eCards like these are a great way to do so — especially if there’s a special cause awareness day, week, or month associated with your mission. Model your nonprofit graphic designs after these, and you’re sure to wind up with powerful greeting cards that supporters will love.

Top 3 Lessons From This eCard Campaign

  • Connect your eCards to other important occasions like major holidays to make them relatable.
  • Infuse your mission into your eCards by aligning the images and messages with your nonprofit, so supporters can spread cause awareness each time they send one.
  • Include your logo in the corner of each eCard to make it clear that it was designed by your nonprofit.

2. Youth For Understanding

Youth For Understanding design nonprofit eCards that program participants could send to former mentors and staff members.

Why We Love These eCard Designs

Online cards are such a fantastic way to recognize donors, volunteers, and anyone else who makes your mission possible. Youth For Understanding (YFU) launched a thank-you eCard campaign as part of their initiative to reignite program participants’ relationships with former mentors, staff members, host families, and anyone else who made their experience memorable. 

We love these designs because they incorporate the nonprofit’s colors and logo while also promoting a positive message. The organization offered an array of greeting card options, including everything from generic thank-you designs to more specific ones. Program participants could pick their favorites and send a customized, heartfelt message alongside them.

Top 3 Lessons From This eCard Campaign

  • Get creative with the eCard designs you offer. A collection of different choices will give supporters multiple options from which to choose.
  • Allow users to customize the messages that are sent with each eCard. This can make each eCard more heartfelt and meaningful.
  • Enable different sending options, so users can send their favorite designs via email, social media, text, or some other method.

3. Point Defiance Zoo & Aquarium

For this nonprofit graphic design example, Point Defiance Zoo & Aquarium created Valentine’s eCards.

Why We Love These eCard Designs

Looking to spread the word about your mission and celebrate the holidays? Follow Point Defiance Zoo & Aquarium’s lead by designing holiday eCards.

For this campaign, they designed a huge collection of Valentine’s Day eCards that featured different animals, aligning with their mission to save wildlife and educate the public about preserving their habitats.

Users could then select their favorites to send to loved ones to celebrate the special day and encourage them to visit the zoo. Smart nonprofit marketing tactics like these can take your outreach to the next level.

Top 3 Lessons From This eCard Campaign

  • While Point Defiance Zoo & Aquarium offered these eCards for free, your supporters might be willing to pay for fun designs! Consider selling eCards to your supporters, and they’ll be more than happy to, knowing the funds will go to a good cause.
  • Offer plenty of designs, so your supporters can pick their favorites to celebrate special occasions. You’re not just limited to Valentine’s Day either. Create holiday eCards for every special day throughout the year, from Mother’s Day to Christmas.
  • Not every card you design has to be all about your mission. Instead, you can make the main purpose of your cards be spreading joy and then include elements of your brand (in this case, animals that the zoo protects).

Nonprofit Website Design Examples: Highlighting Your Mission

1. The End Fund

The End Fund has an engaging nonprofit website design with consistent branding.

Why We Love This Website Design 

The End Fund is a charitable organization that seeks to end the most common neglected tropical diseases (NTDs). This group is the only one of its kind with its critical mission to provide NTD treatments to over 1.7 billion people. 

This focus on improving the lives of people affected by NTDs is evident throughout their web design. On the homepage, The End Fund breaks down their organization’s purpose with educational and engaging sections. Each section flows smoothly into the next and utilizes the same color scheme of red, blue, and black with a consistent font. 

The End Fund maintains consistent brand colors and font which is a good nonprofit graphic design practice.

For example, “The Problem” section uses illustrations and bold lettering to highlight the number of people suffering from parasitic and bacterial infectious diseases. This design makes the statistics digestible for a wide audience. It also helps to illuminate the magnitude of the problem so people feel more passionate about The End Fund’s cause. 

The End Fund has an interactive map on their website which is a great example of nonprofit design.

Another great feature of this homepage is the interactive map that identifies where The End Fund operates and its impact when you hover over the red countries. This visualization grabs the viewers’ attention and makes navigating The End Fund’s website a positive experience. 

Top 3 Lessons From This Website 

  • Maintain consistent branding across your website. Use the same color palette, font, and tone of voice throughout to build brand recognition and avoid distracting users. 
  • Make your website well-formatted with clearly labeled headings and tabs. 
  • Break down complex information into easy to understand graphics. Instead of writing long paragraphs about your organization’s impact, display it in a map or infographic. 

2. MAHUBE-OTWA Community Action Partnership, Inc.

MAHUBE-OTWA has compelling nonprofit website design featuring several images.

Why We Love This Website Design 

MAHUBE-OTWA tackles poverty by empowering children, adults, and seniors to be self-sufficient. 

Its homepage features a slideshow of engaging images that change every few seconds. These pictures include prominent captions that explain MAHUBE-OTWA’s services as well as an easy-to-click “Learn More” button that takes visitors to a more detailed page. This makes navigating the website and finding information a breeze. 

MAHUBE-OTWA features a calendar in their website design so supporters can stay in-the-know.

Another great feature on this website is the interactive calendar located under the Events tab, which is displayed prominently on the homepage. This calendar makes it simple for site visitors to learn about in-person or virtual events so they can get more involved. The calendar also fits well with the rest of the website because of its purple and white color scheme.

Top 3 Lessons From This Website 

  • Feature one or several images on your homepage. This lets visitors visualize your organization’s services and can help create an emotional response that connects people with your mision. 
  • Include buttons with embedded links so visitors can easily navigate to another page on your website to learn more information. 
  • Create an interactive calendar that makes learning about upcoming events easy. This can be coupled with text message or email reminders so your supporters can stay in-the-know. 

3. Live Out Loud

Live Out Loud has compelling nonprofit website design through its engaging graphics.

Why We Love This Website Design 

Live Out Loud is a charitable organization that seeks to uplift LGBTQ+ youth through offering resources, role models, and opportunities. 

The branding across the website is consistent with the butterfly logo, which is featured prominently on the homepage. Here, visitors can see a slideshow of different teens in front of the butterfly logo as if these wings are their own. This ties back into Live Out Loud’s Mission to help kids become leaders in their communities. 

With a straightforward menu bar at the top of every page, users can easily find the information they’re looking for. Live Out Loud simplifies and brings attention to the online donation process through a prominent “Donate” button highlighted in blue in all caps. 

Live Out Loud's website design features an accessible donation form.

Once visitors click on the “Donate” button, a form is automatically generated with very few prompts, making donating simple and convenient. This helps donors feel more compelled to give again. 

Top 3 Lessons From This Website 

  • Incorporate your logo into your page in a fun and unique way! This helps maintain your brand and boosts excitement over your content. 
  • Include a clearly labeled “Donate” button on the menu bar that grabs visitors’ attention. Try using all caps or a different font color to set it apart. 
  • Embed an online donation form into your website with only a few prompts. This saves donors’ time and makes the donation process simple to complete. 

Nonprofit Infographic Examples: Developing Creative Resources

1. American Heart Association 

American Heart Association's infographic titled "How to be More Active" is an example of great nonprofit infographic design.

Why We Love This Infographic 

The American Heart Association (AHA) seeks to promote cardiovascular health and prevent heart disease and stroke. One key way they achieve their mission is through providing public health education.

This focus on health education is evident in AHA’s infographic design. It features the clear title “How to Be More Active” in all caps at the top, which grabs the audience’s attention and defines what the infographic is about. 

The layout, split between “Move More” and “Tips for Success,” is easy to understand and follow. AHA makes great use of illustrations to emphasize points and makes reading this graphic fun. The images, like the target by the “Set Goals” heading or the children playing, are relevant and help the infographic feel more approachable. 

Top 3 Lessons From This Infographic 

  • Place your title clearly at the top and choose a short, catchy phrase that encompasses the entire infographic. 
  • Choose a layout that makes sense for the purpose of the infographic and is easy to follow. Your readers will be more likely to stick around and learn from the information! 
  • Get creative and incorporate graphics that will excite your audience and make them want to read the corresponding information. 

2. World Wildlife Fund 

This infographic from World Wildlife Fund uses good nonprofit graphic design practices.

Why We Love This Infographic 

The World Wildlife Fund (WWF) is a conservation organization that seeks to protect the environment and the people and animals that inhabit it. 

This infographic explores the important role sea turtles play in the Mesoamerican Reef. While this could be a difficult topic to explain, WWF’s infographic makes complex information digestible through short information bullets, sections covering different subheadings, and an engaging life-cycle diagram.

The life-cycle diagram features fascinating graphics of sea turtles and brief descriptions accompanying them. Clear arrows make it easy for the reader to follow the material. 

The color scheme – made up primarily of blue, orange, and pink – helps the information pop. Blue, which is the predominant color, relates closely to the ocean and adds to the visual appeal. 

Top 3 Lessons From This Infographic 

  • Break down complex information using diagrams or brief bullet points. This helps your infographic appeal to a wide audience. 
  • If you’re using a diagram, make sure it’s easy to follow. Use clear symbols that your reader will understand, like arrows. 
  • Incorporate colors that complement each other well and, if possible, relate to the topic of the infographic. This will help your reader connect with the information. 

3. Amnesty International

Amnesty International explains the U.S. Maternal Health Care Crisis in this interesting example of nonprofit infographic design.

Why We Love This Infographic 

Amnesty International seeks to promote universal human rights and challenge injustices around the world. 

This organization strategically makes their infographic more captivating through a graphic of a pregnant woman, which is relevant to its subject. Inside of the woman, statistics are listed out in large, white text, which helps it stand out from the green color. The body font is simple and easy to read, inviting the audience to read the text associated with the numbers. 

Amnesty International has clear branding at the bottom of the infographic. This helps to build brand visibility and let viewers know more about the organization so they can get involved. 

Top 3 Lessons From This Infographic 

  • Make important statistics stand out by varying the text color and size. This will help bring your audience’s attention to the highlights of your infographic. 
  • Choose a body font that complements your title and header fonts and has a minimal feel. Your reader will feel more inclined to read over everything as long as it doesn’t feel too overwhelming. 
  • Include your organization’s name to increase brand awareness and, if space permitting, add the logo, purpose statement, and link to your website/social media handles. 

Nonprofit Brochure Examples: Telling Your Organization’s Story 

1. Doctors Without Borders 

Doctors Without Borders uses excellent nonprofit brochure design practices in this example.

Doctors Without Borders is a humanitarian organization that provides medical care for people in conflict. 

This digital brochure – 7 pages in length – gives a comprehensive overview of the organization including how they carry out their mission and use donor funds. On the front page, viewers can clearly see the organization’s name printed in the center and at the bottom as part of their logo. 

The first page also includes a large, clear image of the organization at work, showing a child receiving medical treatment from a volunteer. This image highlights the impact of Doctors Without Borders and creates an emotional response. 

The branding is consistent throughout the brochure, which uses the red, black, and white color scheme and the same header and body font. This strategy boosts brand recognition and maintains readers’ attention.

Doctors Without Borders explains how supporters can be part of a global movement with great nonprofit brochure design.

Another great feature of this brochure is the strong call to action at the end. Doctors Without Borders encourages readers to “be part of a global movement” and offers multiple ways (with links!) that they can get involved. 

Top 3 Lessons From This Brochure 

  • Use images to drive emotional impact! Include a powerful image on the front page that will make someone want to open up your brochure and read its contents. 
  • Maintain consistent branding throughout the brochure. Your font, color scheme, and tone of voice should align with your other communication channels and advertising materials. 
  • At the end of your brochure, include a call to action and let your supporters know what steps they can take next to get involved. 

2. Atlanta Humane Society

Atlanta Humane Society's brochure has great nonprofit graphic design features such as a clear image of a dog and a volunteer.

The Atlanta Humane Society (AHS) is a charitable organization that provides shelter and veterinary care for homeless animals. 

Their digital brochure can be flipped through like a book, enhancing the reading experience and inviting readers to engage with the material. AHS has a section dedicated to explaining the organization’s animal-driven mission and its impact in the Atlanta community. This helps supporters feel confident that they are giving back to a worthy cause. Plus, it can help boost local support because of the organization’s proud ties to Georgia’s capital city. 

Atlanta Humane Society's brochure has engaging nonprofit designs of pie charts showing how they've shifted their operations.

Another highlight is the use of graphics to represent how AHS has used donations to power change. The pie charts illuminate how AHS shifted from focusing primarily on shelter services to community outreach with COVID-19. These visualizations (and fun illustrations of pets!) help readers better connect with the material. 

Top 3 Lessons From This Brochure 

  • Let your reader know all about your organization! Within the first few pages of your brochure, there should be an about section that dives deep into your mission. 
  • Appeal to your audience! If you’re a smaller nonprofit organization, you’ll want to draw supporters from your area. A great way to do this is by showing your pride for the city or region. 
  • Include charts or graphs so your statistics resonate with readers. Include a clear key that explains the color scheme. 

3. Boys and Girls Club of York County 

The Boys and Girls Club of York County uses wonderful nonprofit graphic design features like engaging colors and text boxes.

The Boys and Girls Club of York County focuses their mission on empowering children to realize their full potential. This is done through a variety of programs for children, including summer camp. 

This brochure works well for in-print distribution because of its tri-fold layout. Rather than focusing on the organization as a whole, this example targets the summer camp experience to get more children to enroll (and spread their mission far and wide to increase donations)! This allows the organization to provide more focused details such as the summer locations and fees. 

The front panel establishes a clear purpose so people know that this brochure is all about summer camp. Colorful photos of kids having fun appeals to parents and will increase the chances of families reading through the brochure to learn more. 

Another great quality is the clear headers, distinguished by bold font and colors, to bring the reader’s attention to the different sections. Even though the brochure has three different panels, there is a consistent style with the blue and green background colors and white text boxes. 

Top 3 Lessons From This Brochure

  • In-print brochures are a great way to expand your outreach to people that may not be familiar with your organization. Choose a simple layout, like the tri-fold design, so your brochure feels more inviting to read. 
  • You can use brochures to focus on specific programs or events. Dive deeper into the details, but include a small section that explains your organization’s mission. 
  • Grab your reader’s attention! Your in-print brochure should stand out even when it’s placed with 10 other brochures. Opt for bold colors and exciting graphics on the front panel to intrigue people to flip through! 

Nonprofit Video Examples: Expanding Your Reach 

1. Smile Train

Why We Love This Video

Smile Train is a charitable organization that treats children with cleft lips and palates. 

This organization has designed their video to be both informative and emotional. The video begins with a lighthearted animated scene of a child throwing food around and giggling. This is coupled with an important statistic about how children eat several meals a day. However, the next part of the video tugs at the viewers’ heartstrings by explaining that this is a struggle for children with clefts. 

This video evokes an emotional response in the viewer and makes the audience feel more connected to their cause. Its simplicity draws attention to the problem Smile Train is trying to solve and why it’s an important issue to address. 

The video is only 17 seconds long, but it gets to the point quickly and effectively. Viewers immediately know why Smile Train exists and their interest is piqued to learn more. 

Top 3 Lessons From This Video

  • Make your graphics interesting and relevant to your organization’s mission. Animation, for example, can be a great tool for organizations serving children. 
  • Statistics can be powerful in highlighting an issue, but don’t go overboard with it. Just one statistic can help shed light on your organization’s mission without overwhelming your audience. 
  • You don’t have to produce a lengthy video to make an impact on your viewers! A video that’s short and simple keeps the audience’s attention and is a great way to introduce people to your organization. 

2. American Cancer Society 

Why We Love This Video

The American Cancer Society (ACS) seeks to end cancer through groundbreaking research, public education, and policy changes. 

This video shows real people affected by cancer and how ACS positively impacted their lives. Ranging from children to adults, the people in this video demonstrate the scope of this problem and how it can impact anyone at any time. Their stories are raw and vulnerable, with one woman even saying that she has a high chance of getting cancer again in the near future. 

Between clips of survivors, the video includes slides with short phrases to drive important points home, like “You can make a difference,” and “We need your help” in all caps. 

Along with cancer survivors, the Chief Medical Officer of the ACS is featured in the video. The video ends with his powerful appeal to the audience for donations to save lives like the people shown in the video. 

Top 3 Lessons From This Video

  • Featuring people and stories of impact can help build connection to your mission. People want to feel confident that their donation is going towards a good cause, so this lets your audience know how their money is making a difference. 
  • Add text to your video to emphasize important points, but keep it short and sweet! You don’t want to overwhelm your audience with too much text. Stick to visuals as much as possible. 
  • Have a strong call to action in your video. Ask supporters to visit your website to learn more or donate. 

3. Education and Employers

Why We Love This Video

Education and Employers aims to inspire students by connecting them with volunteers working in a variety of different professions. 

This video follows a real-life case study of students to track gender stereotypes in the workforce – but there’s a twist! Three women ask the students to draw a surgeon, fighter pilot, and a firefighter, and the video follows the children’s drawing process. The majority of the children opt to draw a man for each of the professions, and are surprised when the women reveal that they work in these professions. 

The twist in the video is a surprise to both the children and the audience. Education and Employers accurately captures the problem of gender stereotypes in this video and why there is a need to help children, especially young girls, realize their potential. 

This video also interlays statistics about gender stereotypes and other key points with the clips of the classroom experiment. Black text on the white screen, as well as the letters formatted in all caps, grabs viewers’ attention. The typeface is easy to read and minimal, which increases the chances of the audience reading and internalizing the message. 

Top 3 Lessons From This Video

  • Share your mission in action! Showing the audience a real-life situation of your organization’s impact and the issue it’s trying to solve can help increase your number of supporters. 
  • Incorporating shock value can capture people’s attention and boost interest in your cause.
  • If you’re including text, make sure to use an easy-to-read font. Make your text stand out by using bold print, all caps, or a color that pops. 

Wrapping Up

Now that you’ve seen the best nonprofit graphic designs, you can dive into bringing your own logos, websites, infographics, brochures, and videos to life! 

Including some (or all) of these graphic design types will help get the word out about your awesome nonprofit (meaning more supporters and more donations)! Consider which types of graphic design would be most effective to bring attention to your mission and programs. 

And remember, you can always keep learning! Continue to gather inspiration from nonprofits doing great things with graphic design. Check out their social media and websites so you can create the most engaging designs possible! 

Interested to learn more about nonprofit graphic design? Explore these additional resources: 

The Top 3 Fundraising Metrics You Should Be Tracking

Fundraising is an increasingly data-driven activity, just like most other forms of business and marketing today. 

For nonprofits, this makes sense. Effectively stewarding your limited resources with quantitative insights derived from data is a responsibility that simply comes with running a nonprofit. It’s essential for growing your reach and pursuing your mission over time. 

Looking towards the new frontiers of nonprofit technology, artificial intelligence can take much of the guesswork out of campaign planning. However, you still need a solid understanding of the data that drives more technically complex processes that you might adopt, like AI.

But where do you start? What are the most important fundraising metrics that a nonprofit should prioritize tracking?

This is by no means an exhaustive list, and different metrics will be important in different circumstances, but here are what we consider to be three critical top-line metrics that nonprofits should track, study, and seek to improve for healthier fundraising and donor stewardship over time.

Fundraising ROI

Fundraising return on investment (ROI) is a fundamental metric that compares how much money you raise against how much you spent to raise it. 

ROI essentially tells you about the effectiveness of your fundraising campaigns—do they generate revenue through donations, or do they cost more money to run than they make? Both outcomes can be valuable learning experiences, but a negative ROI typically means you’ve encountered issues that need immediate attention to keep your program healthy.

How to Calculate It

To calculate fundraising ROI for a campaign:

  • Subtract its total costs from its total returns (or the amount raised). This gives you your campaign or appeal’s net revenue.
  • Then, divide the net revenue by the total costs. This is your ROI as a ratio. 
  • Multiply this number by 100 to present it as a percentage.

A positive ROI indicates that you raised more than you spent and generated revenue. The greater the ROI, the more effective the fundraising appeal was at securing donations. A negative ROI indicates that you spent more than you raised and lost revenue.

How to Improve It

There’s a practically infinite number of tactical ways to improve ROI depending on the unique context, audience, and goals of your campaigns. This open-endedness is the reason why digging even deeper with data is so useful but can also feel overwhelming.

There’s one core concept to understand: You need to raise more while spending less. The most fundamental way to do this is by better targeting your campaigns to specific donors in order to improve returns. 

For example, rather than sending a direct mail appeal to an extremely broad segment of your donors, try tailoring your message to a smaller but more targeted list of donors who are actually likely to give right now. When you send the appeal, you’ll secure more and larger donations on average than you would have otherwise, and you’ll have spent less on printing and postage. The result is a stronger, positive ROI for the appeal.

Whether you’re seeking unrestricted annual gifts in a mail appeal, asking for support for a specific program via email, or inviting donors to your next big-ticket event, this underlying concept will improve your ROI. Machine learning technology offers the most direct way to get started targeting your donors, offering a quicker and more accurate approach than traditional data analysis techniques.

Donor Retention

Your nonprofit’s donor retention rate is the rate at which you retain active donors from one campaign (or other period of time) to another. How many donors who gave to one appeal gave again to the next one? What does churn look like in your regular giving program? How does your retention of those donors track over time?

Donor retention is critically important to your nonprofit’s bottom line. Retaining the support of existing donors is much more cost-effective than focusing solely on acquiring new ones. Tracking and continually seeking to improve your donor retention rate is a must.

After all, reaching new audiences, catching their attention, and inspiring them to give is a costly and time-consuming process. However, keeping existing donors excited about giving is an easier lift, and it allows your team to focus more on growing those relationships and gifts over time—meaning a larger base of support for more efficient fundraising in the future. This is especially true in your regular giving programs, where the cost of acquisition can be high.

How to Calculate It

To calculate your donor retention rate:

  • Determine the timeframe or specific comparison for which you’d like to calculate your retention rate, for instance, annual retention in your regular giving program.
  • Divide the number of retained donors at the end of the year (i.e. donors who stayed the whole time) by the number of donors at the beginning of the time period. This is your donor retention rate for that particular time frame.
  • Multiply this number by 100 to present it as a percentage.

This will give you a top-line idea of how well your campaigns have retained the support of your existing donors. 

But remember that this formula does not account for donor acquisition, meaning you could see strong retention metrics that are in fact inflated with new donors who joined halfway through the time period. Donor acquisition is great news, but don’t lose track of how well you’re encouraging them to actually stick around over time. 

Effective data management software should make it easy to exclude specific types of donors, like those newly acquired, to keep your numbers accurate. The granularity to aim for will depend on exactly what you’re trying to accomplish, but it’s never a bad idea to dig deeper into the data when possible.

How to Improve It

Failing to retain donors, also called donor churn, can be caused by an extremely wide range of factors. Whatever the specific reasons that individuals choose not to engage with your campaigns, the overarching issue is that you’re losing their commitment. 

This is especially critical when it comes to your recurring donation program since these donors generate such high value for your organization over the long run and can be costly to acquire. The program only succeeds when the churn rate is low.

The best way we know how to address churn at its source is to proactively identify churn risks in advance. Artificial intelligence technology can be used to screen your nonprofit’s CRM, find patterns that lead to churn, and flag these individuals for extra attention. Engage them with phone calls, other forms of personal outreach, or event invites—just don’t ask for another donation right away.

Donor Lifetime Value

Donor lifetime value (LTV) is a measure of how much a donor gives to your organization from their first donation up until the time they stop giving. LTV is often averaged across particular segments of your donor base.

Understanding your donor LTV is important because it allows you to make all kinds of informed cost-benefit decisions relating to acquisition, retention, and stewardship.

For example, acquiring new donors can be costly, but if you know that your campaign will attract a segment of donors with a high average LTV, the cost of carefully acquiring them will be worth it. Additionally, tracking your donor LTV over time can reveal deeper retention issues—if the average lifetime value of a core segment of your donor base is falling, you’re losing them to churn and should address it.

How to Calculate It

To calculate donor lifetime value, use the following formula:

Donor Lifetime Value = Average Donor Lifespan x Average Donation x Donor Frequency

To generate the metrics necessary for the formula, you’ll need to make some initial calculations:

  • Compile the set of donors whose lifetime values you’ll be averaging, whether that’s your entire donor base or just one segment.
  • Determine the average number of years that donors in your segment actively give donations (Average Donor Lifespan).
  • Divide the total value of donations made by those donors by the number of individual donors (Average Donation).
  • Divide the total number of donations in a recent period (for instance, 5 years) by the total number of individual donors. Then, divide again by the number of years during which the donations were made (Donor Frequency).
  • Multiply your Average Lifespan, Donation, and Frequency numbers to generate your LTV for that set of donors over that specific timeframe.

Here’s an example: If 100 donors have given 1,000 gifts (totalling $100,000) in the past 5 years, and your average donor gives for 10 years, your LTV is:

Average lifespan = 10 years

Average donation = ($100,000 / 1,000 gifts) = $100

Donor frequency = (1,000 gifts / 100 donors / 5 years) = 2 gifts per donor per year

10 Years x $100 x 2 gifts = $2,000 LTV

In other words, these donors give 2 gifts of $100 every year for 10 years. The retained support of one of these donors represents a total of $2,000 for your mission over time.

How to Improve It

Many factors and unique contextual elements impact donor LTV, so it can be difficult to lay out a one-size-fits-all improvement strategy. However, the underlying issue is that donors aren’t sticking around long enough to give more and larger gifts over time. 

Churn and disengagement are often at the root of dropping LTV metrics—anything you can do to retain donors and keep them excited about your mission should help. Identify at-risk donors in advance so you can personally reach out, invite them to more events, diversify your campaign offerings, and send a wider range of messages than just the same appeals each year. 

To proactively improve LTV, pursue new stewardship opportunities, like by using AI to identify potential mid-level donors and singling them out for individual outreach. You can also explore corporate giving connections to help donors generate more value for your mission without needing to make more donations themselves.

The exact strategies you roll out to improve any of these metrics will vary based on the unique context and goals. But most importantly, be sure to actively track them over time and use tools like AI and a robust CRM platform to simplify the process of organizing and studying them. 

By taking a strategic approach backed up with data, you can begin to develop concrete acquisition, engagement, and retention strategies for each bracket of your donor base as your organization grows.

Woman stands with a megaphone in her hand. Social media and marketing icons flow out from the megaphone.

Cause-Related Marketing: A Brief Guide for Nonprofits

In today’s world, consumers want to support corporations that emphasize ethical practices and work to make society a better place. For many businesses, that means taking part in corporate social responsibility and contributing to charitable organizations in their communities. From a nonprofit standpoint, this can lead to an increase in support from businesses and additional revenue for worthwhile causes.

Enter cause-related marketing. When charitable organizations and for-profit businesses work together, this impactful strategy has the power to elevate nonprofit/business partnerships and make a real difference in the world around us. However, many nonprofits fail to recognize the potential that cause marketing holds.

In this quick guide, we’ll provide you with some key insights and answer the following critical questions on the topic:

  1. What is cause-related marketing?
  2. How does cause-related marketing benefit nonprofits?
  3. What are some examples of cause-related marketing efforts?
  4. What are some best practices for cause-related marketing?

For businesses investing in cause-related marketing strategies, running a successful campaign can mean improved awareness, sales, and reputation. For nonprofits like yours, however, corporate cause marketing efforts can result in increased funding and long-term community partnerships.

Ready to learn more about this win-win situation and see how you can maximize its impact for your own cause? Let’s get started!

What is cause-related marketing?

Cause-related marketing is a specific type of corporate philanthropy in which companies partner with nonprofit organizations to spread the word about their brands while doing social good. By sponsoring a co-branded marketing campaign, the corporation often makes significant financial contributions to the nonprofit as well. This type of campaign creates a mutually beneficial relationship between for-profit and not-for-profit organizations with substantial advantages available to both parties.

How does cause-related marketing benefit nonprofits?

While cause-related marketing is typically seen as a corporate strategy, it simultaneously functions as effective marketing for nonprofit organizations that participate as well. Often, big corporations have larger marketing spends than charities that are typically on tighter budgets. As such, organizations can benefit from these partnerships (and free publicity!) in significant ways.

For example, cause-related marketing can result in the following advantages for nonprofits:

  • Increased funding: A major component of any cause-related marketing campaign is the financial support given by the business in question. Corporate contributions are one of three overarching sources of charitable funding for many organizations, alongside individual donations and grant-giving foundations. When nonprofits partner with these businesses, they collect a significant amount of revenue for their own fundraising needs.
  • Boosted awareness: Cause marketing efforts are a great way to get an organization’s name (and mission) out there in front of potential new supporters who might have never interacted with them before. Thanks to the business partnership, a company’s dedicated customers will be exposed to the charitable cause and even consider becoming loyal supporters themselves.
  • Long-term business partnerships: Although most cause marketing campaigns are short-term efforts, the forging of one provides a chance for ongoing nonprofit partnerships. For example, a business might sponsor a single nonprofit fundraising event then move on to support the organization through additional giving opportunities like matching gifts, volunteer grants, in-kind donations, or payroll deductions.

With these benefits and more, nonprofits are better able to secure much-needed revenue and drive their missions forward.

What are some examples of cause-related marketing efforts?

The first known example of a cause-related marketing campaign was spearheaded in 1983 by American Express. This company vowed to donate one cent to the Statue of Liberty restoration for every time a charge card was swiped, which resulted in increased card usage and new cardholders for the business as well as more than $1.7 million for the foundation rebuilding the statue.

Since then, these nonprofit/business partnerships have flourished. In recent times, a popular way that businesses support nonprofit organizations is by acting as a corporate sponsor on Giving Tuesday. For example, on Giving Tuesday 2020, DoorDash partnered with the leading network of nonprofit food pantries, Feeding America, to provide a meal to someone in need for every meal that was purchased through the food delivery app.

Alternatively, some companies choose to work with and support nonprofit efforts by sponsoring their events. This might happen on a smaller scale, with a local restaurant partnering with the neighborhood community center to host a walk-a-thon or similar fundraising event. When the business provides donations of funding or goods, the organization can, in turn, include them on promotional materials as a key sponsor for the event.

What are some best practices for cause-related marketing?

We’ve walked through some examples of successful campaigns and explored various reasons why nonprofits should invest in cause-related marketing. But how can you make sure your team gets the most out of your partnership efforts? Consider the following best practices.

1. Choose your corporate partners carefully.

Just like recruiting the right ambassadors for a fundraising campaign is critical for ensuring your organization is being represented well, so is choosing your corporate partners thoughtfully on an even larger scale. When you join forces with a for-profit business, their actions and practices reflect on your team, too. Therefore, it’s critical that you don’t go forging partnerships with just anyone!

To get started, consider seeking businesses with similar missions to your own. For example, if you run an animal welfare organization, you might reach out to companies selling pet food or other products. If you work for a food bank, you might consider local grocery stores or restaurants. 

Corporations that have been philanthropically minded in the past might offer a good jumping-off point here. Just be sure to do thorough research before getting deeply involved. After all, the funding you might receive is not going to be worth tanking your organization’s hard-earned reputation by way of a poorly constructed partnership. 

2. Avoid coming across as insincere. 

A big concern with cause-related marketing strategies is that, when not done well, the organizations involved can be seen as hosting a cheap marketing ploy or scam. This often occurs when communications surrounding the partnership focus on emotional manipulation or guilting the audience into giving.

To avoid this negative light on your organization and its mission, be sure to communicate the impact of your partnership so that your audience understands its purpose. For example, you can incorporate real success stories about people who have benefited from your services. In doing so, you remind potential supporters and customers of the philanthropic need behind your organization rather than functioning as just another request for money. 

3. Spread the word about your partnership.

While a lot of awareness about your cause-related marketing will likely come from your corporate partner, don’t forget to communicate the relationship and campaign specifics to your supporters as well. 

Here are a few ideas to get the word out about your cause marketing efforts:

  • Include details in your organization’s newsletter. If you already send updates to supporters in a regular newsletter, whether physical or digital, be sure to include a snippet about the campaign.
  • Send a postcard. A postcard in the mail can be a simple way to grab your audience’s attention and share basic details about your partnership. Since a postcard contains a limited amount of space, be sure to direct readers to another resource where they can learn more about getting involved. 
  • Share information on your social media profiles. More than likely, your organization has profiles on major platforms such as Facebook, Instagram, and Twitter. Use these social networking sites to spread the word and encourage your followers to do the same. 
  • Update your nonprofit’s website. Your website is the main hub for information about your organization’s mission, services, and fundraising efforts. Create a dedicated web page that includes information about your cause marketing efforts, and be sure to link to your partner’s website as well!

By taking the time and effort to market your cause marketing partnership, you can increase the impact that your campaign has on your organization’s bottom line. The more people who hear about it, the more you’ll raise for your mission and the more your business partner will benefit as well! 

If you’re considering taking part in a cause-related marketing campaign, following these best practices is a great way to set your team (and the corporation’s!) up for continued success. 

All in all, cause-related marketing strategies have the potential to drive dedicated organizations forward—both nonprofit and for-profit businesses alike. To get started as a nonprofit, be sure to keep an eye out for philanthropic-minded corporations and see where these partnerships can take you. Best of luck!

4 people stand or sit around a table in a discussion with laptops in front of them.

Building an Engagement Strategy to Boost Board Member Morale

You want your organization’s board members to be your biggest supporters, but sometimes, you’re so preoccupied that you forget to properly cultivate them into engaged champions of your cause. While this may not pose an immediate threat, the impact of neglecting board members’ experiences can heavily impact their work (and consequently your organization’s success) over time.

If you want board members to succeed and be excited to serve, they’ll need to be thoroughly invested in the mission and their work, which requires some extra effort on your end. This starts the moment they express interest in joining your board and extends throughout the duration of their term. In the end, the extra investment will be well worth it.

Whether you’re new to board leadership or are simply looking to revamp your engagement strategy, you’ve come to the right place! Board engagement requires a unique approach at every organization, and to help you design a thorough engagement strategy, we’ll walk through these key elements:

1. Why Board Engagement Matters

An engaged board is crucial to the health of any organization. Engaged team members are naturally more impactful because they’re willing to devote the necessary time and effort to complete their tasks and exceed expectations.

An engaged team is much more knowledgeable and passionate about the organization. This directly translates into a handful of valuable benefits, including:

  • Better governance in the boardroom since everyone will be focused on producing the best outcomes for the organization
  • Improved public relations because they’ll naturally spread the word about all the noteworthy work your organization is doing
  • More board recruitment opportunities, including an increased pool of participants who have heard great things about serving on your board

Overall, engaging your board members will lead to valuable opportunities for the organization. On the other hand, a disengaged board can work against your vision, making it difficult to make progress. 

Nurturing engagement is certainly challenging, but failing to do so can eventually produce insurmountable obstacles for the executive director and the board itself.

2. Ways to Boost Board Engagement

Now that you’re aware of why board engagement matters, it’s time to jump into the fun part: creating a plan for enhancing the board experience. 

Bear in mind that it’s not enough to simply increase responsibilities and demand more of your members’ time. These individuals have to want to go above and beyond. To inspire your approach, we’ll walk through a handful of simple yet highly impactful strategies that encourage board members to stay involved.

Provide a meaningful onboarding experience.

Your board of directors is likely comprised of individuals from all different walks of life and various experience levels. They join for all sorts of reasons, whether they’re looking to develop valuable skills, contribute to society, network with other leaders, or socially interact with others during this time of social distancing. Regardless of those reasons, you need to recognize that many of them might have minimal experience with this type of role. 

Being in a leadership position may not come naturally for some people, but sufficient guidance can go a long way. Lay the groundwork for your board members with an onboarding experience that sets expectations and helps them understand their roles upfront. For example:

  • Assign a board buddy to show new members the ropes, guide them through their first few meetings, and answer any questions they may have. They’ll appreciate having a friendly face in the boardroom.
  • Create a welcome packet that condenses down necessary information. Include a summary of your nonprofit’s history, your organization’s bylaws, a list of current board members, and a calendar of upcoming events.
  • Walk through each role’s responsibilities to remove any ambiguity. Be sure to communicate that all members should actively advocate for your mission, collaborate with their fellow board members, and come fully prepared to meetings.

Joining a board of directors for the first time can be intimidating. Offering an exceptional onboarding experience can go a long way to break the ice and clarify expectations. This sets the right tone from the start and helps everyone get up to speed quickly so that they can start to make actual progress.

Make the most of your meetings.

Your board members lead busy lives. On top of serving your board, they also balance their work and home lives. So, time in the boardroom must be maximized to the fullest extent possible. Otherwise, they’ll easily become irritated and will mentally clock out before you realize it.

Especially if you’re meeting in a virtual or hybrid format, your officers need to invest plenty of time into keeping board members focused and fully engaged during meetings. Here are a few ways to help board members make the most of their time together:

  • Share agendas in advance. A clear and focused board meeting agenda with discussion topics will enable board members to come fully prepared and ready to contribute with thoughtful questions and insights. Consider setting time limits and noting the goal of each item as well, whether that’s to inform, seek advice, or arrive at a decision. That way, you won’t waste time discussing items that were meant to be a quick update.
  • Encourage board members to participate. Those who passively listen won’t help you accomplish your goals. Encourage attendees to comment and ask questions as they think of them, instead of waiting until the end. Even if they’re afraid to cause dissonance, all board members’ opinions should be heard. You might also ask if anyone has anything to add after each discussion item, giving them one last opportunity to chime in.
  • Limit routine business items. Meetings are the board’s primary opportunity to collaborate and put initiatives into motion. While you certainly need to cover the “have-to’s,” be sure to devote plenty of time to strategic discussions regarding your mission.

Your board chair and administrator will lay the groundwork for your meetings, making sure they hit all the necessary talking points and stay focused. However, it’s up to board members to come prepared and ready to participate in every meeting. Every step you take to make the boardroom more engaging will make preparation and participation much easier on them.

Encourage interaction outside of the boardroom.

Only communicating during meetings will hinder your organization’s growth. When board members connect outside of the boardroom, engagement will thrive. Whether they’re discussing your mission or their personal lives, here are two ways they can stay connected between meetings:

  1. Retreats: An annual (or semi-annual) retreat gets board members away from the usual meeting space, allowing them to think critically about your organization’s progress. While smaller organizations may only need an afternoon, larger organizations might need two days to cover their bases.
  2. Social Events: Informal gatherings enable board members to connect on a personal level. Whether in-person or virtual, a more relaxed environment allows them to talk about their personal lives, promoting camaraderie and impacting their chemistry in the boardroom.

However your board members interact, just make sure they stay in touch between meetings. This will go a long way to ensure that they stay connected with your work and keep your organization top of mind.

Thank them for their hard work and dedication.

Don’t let your board members’ hard work go unnoticed. Remember, they’re volunteers; they choose to give their time and can walk away at any point. Pat them on the back for a job well done on a regular basis. Otherwise, they may interpret your silence as a lack of appreciation, leaving a sour taste in their mouths.

Not thanking your board is the easiest way to lose even the most passionate contributors that you worked so hard to recruit.

Among other organizational leaders, the executive director should reach out on a regular basis to personally thank board members for their hard work, whether that’s via phone call, face-to-face, or some other means. Some organizations even shine the spotlight on outstanding board members by featuring them in their newsletter or posting about them on social media. Align with each board member to make sure they would appreciate public recognition first though.

If you’re looking for more ideas – try hosting thank-you events, creating a recognition wall, or giving a small token of appreciation like a gift card or t-shirt. No matter which approach you take, make sure to tailor your strategies and thank them in ways that are meaningful to them. 

3. How to Measure Board Engagement

“Engagement” is often an ambiguous term with no truly accurate way to measure it. It usually refers to the relationship between an organization and individuals, be they staff members, donors, volunteers, or board members. It’s often viewed along two axes: (1) “warmth” or sentiment by the individuals toward the organization, and (2) a number of interactions between the organization and individuals.

In other words, there’s no true way to measure board engagement. It varies across organizations and is often based on opinions, rather than hard numbers. However, there are a couple of ways you can track and analyze engagement, broken down into two types:

  1. Psychological measures. How emotionally connected do individuals feel to your organization? One of the simplest ways to measure psychological engagement is to simply ask. Send a survey, asking members to rate various aspects of their engagement. For instance, ask questions regarding their participation and what they believe can be improved. Take the following survey questions for example:
    • On a scale from 1 to 5, what level of preparation and participation do you dedicate to board meetings?
    • How well do you understand your role as a board member? Are expectations clear?
    • What would you change about the board meetings?
    • Could better organization, including online tools, help you manage tasks?
    • Do you think you could describe the organization’s mission and accomplishments in an elevator speech?
    • What should board members do more of? (e.g. contribute professional talents and resources, tap networks for donations, follow through on assigned tasks)
    • What actions should our nonprofit take to keep developing and inspiring our board? (e.g. diversity of board recruits, virtual meeting options, board education opportunities)
  1. Behavioral measures. Consider the amount of time board members invest in reviewing board materials, communicating via electronic means, asking questions, and completing their tasks. These all serve as latent, non-invasive ways to track behavioral investment.

Having some sort of way to measure board engagement is crucial. Otherwise, you won’t have a reliable way to determine if your strategies are helping, hurting, or making a difference at all. Proactively analyzing engagement means you can adjust your approaches and make sure your efforts are worth it.

Recruiting and onboarding exceptional board members is only the first step in a successful board lifecycle. Successful engagement is a multi-step process—you can’t expect them to stay fully engaged throughout their terms without a bit of motivation.

Remember, board engagement looks different for every organization. No matter how passionate your board members are, your team will need to take extra steps to maintain their involvement and encourage them to stay invested in their work. After all, the last thing you want is a bored board. All that does is waste their valuable time and effort!

Two people stand by a donation box with signs that say "Donate"

Requesting Donations for Your Capital Campaign: 4 Key Tips

If your organization is looking to build its assets and facilitate growth, you might want to start planning a capital campaign. Money raised through a capital campaign can fund the development of projects like new buildings, renovations, and equipment, or provide start-up funds for new programs and increase endowment

Sounds exciting, but not so fast. Extensive planning is critical to maximize the success of your campaign. This guide will share some expertise regarding capital campaigns in order to bolster your future fundraising efforts. 

We’ll go over a comprehensive, step-by-step process to request donations for your capital campaign. Read on to hear some of our years of insight regarding this process as it is split up into the following steps:

  1. Create a fundraising plan
  2. Request donations online
  3. Send direct mail appeals
  4. Thank donors for their support

We’re bringing you our best practices to help your organization improve and thrive. Dive into our guide, and prepare to learn some game-changing capital campaign fundraising tips. 

1. Create a fundraising plan

Your best foot forward with your capital campaign starts with your team, and fundraising plans are key to benefiting your team and organizing your campaign. With a well-written plan, your entire team will have a document to reference for all of the decisions you make as you move forward with your fundraising efforts. 

Fundraising plans organize vital information about your campaign in one place, allowing you and your team to set goals with confidence. The content of your campaign plan will surely vary depending on the needs of your organization and your capital campaign itself. Some elements you may want to consider include:

  1. Objectives
  2. Goals
  3. How to recognize donors
  4. Leadership structure
  5. Campaign communications
  6. Budget
  7. Timeline

Each of these elements plays a vital role in the creation of a successful capital campaign plan. And luckily for you, a successful capital campaign plan often leads to a successful capital campaign. The plan’s format can vary depending on what works best for you, but every fundraising plan helps achieve the same goal: putting all individuals working on the campaign on the same page.

2. Request donations online

At a time when so much of our lives has shifted online as a result of the COVID-19 pandemic, online fundraising is more beneficial than ever. In fundraising, we need to quickly adapt our work to the changing societal atmosphere—and a pandemic isn’t exempt from that idea. 

Requesting donations online is key during a time of social distancing and stay-at-home orders. This shift shouldn’t be too difficult, though. Statistics even show that 54% of donors prefer to give online. Not only will requesting donations online accommodate the remote format of our everyday interactions, it will also appeal to the evidently expressed preferences of donors.

Whenever you’re soliciting online donations for your capital campaign, keep it simple. Consider ditching a brochure—Zoom meetings don’t bode too well with large blocks of text for your donors to read. Instead, work on strengthening information more structured like an outline, such as a donor discussion guide

3. Send direct mail appeals

For years, direct mail fundraising has supported much of nonprofit fundraising and communication efforts. With direct mail appeals, it’s important to consider how you come across to your audience—the donor. Make sure to tell an engaging story, using visuals and personalization to connect with the reader. 

Direct mail appeals can even connect with your online donation solicitations. For example, you can include information in your appeal on how individuals may donate online. Include a URL or QR code, for instance, to your online donation site. Giving your donors many ways to give will increase the likelihood of their donating. 

4. Thank donors for their support

Thanking donors is so important. It builds good donor stewardship, which can make the difference between successful and poor fundraising. Your authentic gratitude will lead to happier donors, more positive feelings about your organization, and increased future giving. 

You can pursue creative ways to thank your donors, such as video thank-you’s, small gifts related to your mission, or handwritten notes using memorable language. No matter the format, the most important aspect of your “thank you” is that it is genuine and heartfelt.

Stewardship isn’t just about simply thanking your donors. Make sure they feel appreciated and valued—that’s what makes your gratitude memorable. With time and effort put into your stewardship practices, you’ll build trust with your donors and keep them giving to your cause year after year.

Your capital campaign will be unique in its needs and structure, but hopefully, this guide gave you some useful tips and essential fundraising practices. With careful attention throughout the entire process—from the fundraising plan to the “thank you”—you’ll be able to maximize your fundraising for your capital campaign.