The success of your nonprofit marketing strategy will depend on how you respond to adversity. Identifying and planning for potential marketing roadblocks can help you mitigate them.

#1: No Marketing Plan

Trying to market your nonprofit without direction is counterproductive. How do you know if your efforts are effective if you haven’t defined your goals? How do you track your progress?

To effectively market your nonprofit organization you must create a plan that includes a multi-channel approach to disseminating information.

How to address it:

• Read blogs and review content created by nonprofits who share your target audience. That will help you identify common problems, discussions and industry trends.
• Address those topics by setting SMART goals and defining strategies and tactics that will help you achieve them.

#2: Weak Branding

Poor branding may leave your audience unsure about the kind of organization they’re supporting. Any lack of clarity could make potential donors and volunteers less inclined to engage with your nonprofit.

Your brand reflects who you are, what you do and why you do it. It takes time to identify the best way to communicate your brand message. Build your brand by defining your story and sharing it with your audience.

How to address it:

• Learn about your target audience and refine your brand messaging to address their interests.
• Keep it authentic and concise without using jargon. Create a nonprofit mission statement that communicates your unique value and showcases your organization’s personality.

Ensure your visual branding elements are consistent across your marketing channels, including printed materials, your website, social platforms and email campaigns

#3: Disorganization

The number of moving pieces involved in running a nonprofit organization can be overwhelming, especially if there’s no structure. Disorganization can lead to poor time management, inefficiency, wasted resources and low staff morale.

How to address it:

• Define responsibilities so team members understand their roles and how they fit into the marketing strategy. That may include creating a list of duties and schedules.
• Organize your marketing assets, such as copy, video, graphics and images. That allows you to optimize them appropriately and identify areas for future content creation.
• Create and adhere to a marketing plan that outlines your campaigns and relevant metrics to help you track campaign progress.

#4: Undefined Target Audience

Trying to target a broad audience can make it difficult to create effective content and build relationships.

Identifying your target audience requires an understanding of demographics, behaviors and interests. Knowing who you’re talking to allows you to lean into your values that resonate with those most likely to engage with your nonprofit.

How to address it:

• Analyze your current donors and volunteers to identify common characteristics. Here are some factors to consider:
  • Age
  • Gender
  • Location
  • Profession
  • Education level
  • Income
• Review your social media presence and who’s interacting with your content. Build personas that represent the ideal person to support your philanthropic efforts. That will help you create content to address their specific interests.

#5: Inconsistent Donor Communication

Attracting and retaining donors is a delicate dance. You don’t want to only ask for donations, but you must be clear when it comes to requesting support. Transparency is essential when communicating with your donors and helps prove your trustworthiness.

How to address it:

• Use storytelling to establish an emotional connection with donors. Express the need to give without overwhelming them with alarmist messaging. Stick to the facts by explaining how financial support helps your cause.
• Keep donors updated on campaign progress to show them how they’ve made a difference. Encourage comments and feedback to refine your communication strategy.

MadAveCollective Provides Nonprofit Marketing Solutions

Are you facing a nonprofit marketing roadblock? We specialize in creating personalized marketing plans to address your unique needs and goals. Call 419-725-6500 to learn how we can help.