Nonprofits are needed everywhere in America and the rest of the world, but nonprofits are particularly essential to the Portland, Oregon area. A report from Governing developed a list of U.S. cities with local nonprofit organizations, and the Portland area contained 2,643 total nonprofits or 10.7 per 10k population. Given the difficulties that many people face and the overall tumultuous climate in Portland and the rest of the country, a growing number of community members are seeking nonprofits for support.
As more nonprofits develop and people look for these businesses, it's important to do what you can to truly speak to and connect with your audience. To develop an effective campaign, implement the following marketing strategies for Portland nonprofit organizations.
Build an Informative Website
When people are interested in a nonprofit organization, they'll want to learn as much as they can before partnering with them. Your website can serve as a central hub of information that answers questions people may have and provide all the details they need.
In addition to being informative, your website should also be user-friendly and easy to navigate. Keep in mind that 75% of your website's credibility comes from design, so make sure your website is accessible and optimized for mobile devices.
Even if people leave your website without taking further action, you can bring them back with a combination of high-quality content and appealing ads. Your website could serve as your brand's biggest representative and showcase the value you bring to prospects.
Run Brand Awareness Campaigns
When it comes to establishing the value you provide to people, you can use a brand awareness campaign to let people know what your mission is and how you'll accomplish it. For audiences who don't know your brand, brand awareness campaigns can effectively familiarize them with your values and your goals. Your brand awareness campaigns can mean the difference between attracting new audiences and turning them away.
Ultimately, a brand awareness campaign will put a face to your nonprofit. It will effectively show that your organization consists of people who are passionate about what they do and care about their mission. It's also important to try to get the most from your campaigns with plenty of ads and other efforts, as it can take between 5 to 7 impressions for people to recall your brand.
For example, you may have a digital brand awareness campaign that consists of a mix of targeted TV ads, over-the-top (OTT) ads on streaming platforms, and paid display ads. Each of these ads could feature consistent messaging, along with people from your organization discussing your goals and what the organization is doing to achieve them. As your audience becomes more familiar with your brand and understands what your business is about, they're more likely to trust and turn to you.
Connect with Community Members
It's not enough to advertise your business effectively—you also need to establish a direct connection with the local community. If you can reach out to the community and establish your presence, you'll further build trust among those who may either directly help or be directly influenced by your efforts. Even large corporations like Coca-Cola donate around 2% of earnings to community organizations and charities because it boosts their reputation and attracts more business.
One way you could contribute to the community is to sponsor and promote a local event. For instance, you could hold an annual race that increases brand awareness for your organization while raising funds. You can also participate in local community initiatives that keep you actively involved in local people's lives. Subsequently, you can begin to gain a positive reputation as a local source of support.
Getting Your Message Out on TV
TV advertising is still one of the best ways to connect with audiences, and there are different approaches you can take to it. Through the use of traditional TV ads along with OTT advertising that plays on streaming services, you can connect with many audiences who watch TV in different ways.
There are plenty of people who watch TV who may not be as active on social media or other platforms, which can help you reach them and attract their support. You'll have the chance to target audiences based on specific times when they're likely most likely to see your ads. You can also use TV to encourage people to visit your website and learn more about your organization or advertise an upcoming local event involving your organization.
Utilize Digital & Social Media
It's important to market your organization using a variety of digital and social media. Through both social media platforms and digital ad campaigns, you can establish a strong online presence to increase brand awareness and achieve other goals. Regarding digital media, one of the best platforms for nonprofits is video, as 95% of video marketers felt they had increased their audiences' understanding of their brand and offerings with video.
Getting active on social media in addition to using digital media can be the key to success. Eighty-four percent of people with internet access use social media, which means it can be a great way to build relationships with people in your community. People often follow local pages and look for local news on platforms like Facebook and Twitter, including details about local nonprofits and charity events. Taking full advantage of these channels will give you a chance to reach your audience in ways other digital marketing efforts may not. However, combining your TV and digital marketing efforts can help you maximize your reach if you use both effectively.
Deploy Email Campaigns
Email is another invaluable marketing tool for nonprofit organizations. In fact, over the last 12 months, around 80% of marketers have reported an increase in email engagement. There are many ways to use email, with various tactics available for marketers to use, including:
- Weekly newsletters that provide updates about the organization, community, or specific events.
- Giving recipients ways to help such as donation opportunities or in-person, financial, or virtual volunteer opportunities.
Through the use of engaging and personalized emails, you can complement other marketing strategies and increase conversions.
Use Each of These Strategies to Market Your Nonprofit Organization
With the help of these marketing strategies for nonprofit organizations, you can speak to your audiences, increase familiarity with your brand, and generate more support for your organization in Portland. A comprehensive marketing campaign will ultimately enable you to establish a lasting connection with your community.
