Marketing is essential for non-profit organisations, as much as it is for a profitable business. Indeed, Marketing can help a nonprofit organisation to promote your fundraising event, encourage donation or attract volunteers. The biggest challenge is to do more with less, using savvy communications techniques, both offline and online.

1. 5LOWCOST
MARKETING
STRATEGIES
FOR NON-PROFIT BUSINESS

2. Marketing is essential for non-profit
organisations, as much as it is for a profitable
business. Indeed, Marketing can help a non-
profit organisation to promote your
fundraising event, encourage donation or
attract volunteers. The biggest challenge is to
do more with less, using savvy
communications techniques, both offline and
online.
MORGANE SENEZ - 02/2021

3. The website is the window of an organisation.
Many organisation do not value their website
as they should, however, a bad website will
leave your audience unsure if you are the best
for them.
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ENHANCEANDOPTIMISE
YOURWEBSITE

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TELL YOUR AUDIENCE WHAT YOU DO
ENHANCEANDOPTIMISEYOURWEBSITE
Your value proposition (mission statement) as well as the look and feel of your brand tells
the visitor what you do and why you do it.
Knowing that you have to convince a prospect within the first 8 seconds to stay, read and
interact on your website it is advised to publish your value proposition at the top of your
homepage.

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FIND THE RIGHT KEYWORD
ENHANCEANDOPTIMISEYOURWEBSITE
•Make sure that you use the right keyword in your content.
•Keywords set the stage and lay the groundwork for a successful SEO campaign.
•It is advised to use the Google Keyword Planner tool and the Google Trend tool, and
consider how your search for things as a customer not as an organisation.
•You have to bear in mind that your audience does not know your business as much as
you do, they might use a simpler keyword or keyword phrase.

6. As a marketer, content is key, and producing
content costs you only time! However, it is
crucial to have the right content strategy, the
last thing you want is to spend time creating a
blog post that no one will read.
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ADOPTASTRONG
CONTENTSTRATEGY

7. Adopting a Thought Leadership strategy can help you
promote your brand to a broader audience in a cost-
effective manner.
First, you have to build your credibility until your audience
gets to the point at which they find you credible enough to
be a thought leader (A thought leader is the go-to person
in his field of expertise and is seen as a trusted source).
Then, make sure that your content contributes to a
conversation around a meaningful topic, the reader must
feel like the piece of content is unique, memorable and
impactful.
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ADOPTATHOUGHT
LEADERSHIPSTRATEGY

8. Use your social media platform to promote
your content, they are an excellent way for a
non-profit organisation to get their message
across without spending a lot of money. Don’t
forget to link them to your website as this will
help your website to rank up on search engine
like Google.
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SOCIALMEDIAMARKETING

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SOCIAL MEDIA PLATFORMS
SOCIALMEDIAMARKETING
There are a lot of social media platforms out there, but it is recommended to choose up to 3 platforms and
concentrate the marketing effort on those ones which will allow you to optimise your profile and keep a consistent
communication, especially if you have a small team. Among the most popular and most used social media for non-
profit or charity we can find:
• Facebook
• Twitter
• Instagram
• Pinterest
• YouTube
• WhatsApp

10. E-mail marketing is an excellent way to
communicate with your prospect but also loyal
clients, as a study showed in 2018, e-mails are
one of the most effective marketing channels.
You can choose to send a newsletter weekly,
bi-weekly or monthly, but make sure you stay
consistent by sending a newsletter at the same
frequency and time (for example every last
Thursday of the month).
MORGANE SENEZ - 02/2021
E-MAILMARKETING

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SOCIAL MEDIA PLATFORMS
SOCIALMEDIAMARKETING
Before starting to elaborate your e-mail, it is advised to define your objectives and your
segments as per the examples below:
• The objectives examples: Drive more donations, advocacy, retention or encourage
volunteers to join…
• The segments: divide your database into segments like donors, volunteers…
Whatever the goal of your e-mail marketing is you should create a compelling, inspiring and
emotional content showing the value to the communities it serves and pointing to this goal
and inviting your audience to take action. Your newsletter can include stories from
beneficiaries or volunteers illustrated by pictures from the field.

12. PR is an excellent way for non-profit
organisations to raise awareness among the
target audience, to succeed in their mission
and to inform the public about their cause.
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PRESSRELATION

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DRIVE A SUCCESSFUL PRESS RELATION STRATEGY
PRESSRELATION
One of the main goals is of course to become the go-to organisation, the organisation
journalists will contact to get an opinion about a matter. Note that non-profits have one
significant advantage over corporate peers: their perceived inherent credibility,
unburdened by the profit motive.
To drive a successful PR strategy, it is essential that the non-profit organisation have a
well-defined strategy, using consistent messaging across its communication channels.
Build your unique storytelling that differentiates you from others, it must be a story based
on the foundation of strategic messaging supporting the ‘‘why’’ of your organisation.