7 Tips for Cost-Effective Nonprofit Digital Marketing

Have you been assigned the seemingly impossible task of marketing your nonprofit? I worked on a PR and marketing team for a nonprofit, so I know how frustrating it can be to increase online visibility when hundreds of other well-established organizations have (seemingly) all the money in the world to spend on advertising.

The good news is that there is a way to get your foot in the door, and that’s through using free resources, applying for grants, and taking advantage of good opportunities as they come.

Here is some advice I can give based on my experience working for a nonprofit:

1. Join TechSoup

Did you know that there is an entire marketplace out there just for nonprofits? It’s true—and that place is techsoup.org. No, they’re not a sponsor.

There are tons of marketing platforms out there, from Hootsuite for social media management to Adobe InDesign for graphic design to Wix for basic website building. The downside is that not all platforms will have free or discounted plans specifically for nonprofits.

TechSoup provides nonprofits with vouchers to help them get a jumpstart. For example, they have a voucher allowing nonprofits access to Adobe Acrobat Pro DC and Adobe Document Cloud for just $14.99 per month instead of $29.99 per month. TechSoup also provides various services to nonprofits, including IT support, migration assistance, and even training for platforms like Google Analytics.

All vouchers and services require a membership, but joining is 100% free. Click here to learn more.

2. Become a Nonprofit Association Member

Most states, except Wisconsin, Indiana, and Arkansas, have a National Council of Nonprofits Association, such as Michigan’s Nonprofit Association. If you’re just starting as a nonprofit, these associations can be incredible resources. Although they do require annual dues, you get free access to funding opportunities, discount tech services, discount job postings, invitations to networking events and other high-value opportunities, and free access to online resources on a variety of topics, including financing and fundraising. Additionally, joining an association can help you connect with other nonprofit board members. I’ll touch on the importance of that in this next section.

3. Build a Network

These days, you won’t get far without connections. If you want to get your nonprofit’s name out there, then get out there and start talking!

You can build a network by:

1. Attending networking sessions.
2. Enrolling in nonprofit conferences.
3. Having dinner parties with other nonprofit board members and let them know about what you’re doing (word spreads).
4. Joining a podcast (there are always podcasts looking for guests).
5. Finding connections within local media organizations.

Whatever you can do to get your name out there, do it. Don’t be afraid to show up or potentially get rejected, especially when it comes to podcasts or other media opportunities—you won’t see success overnight, but if you keep pushing forward, it will pay off in the end.

As an example, when I worked in PR for a Texas-based nonprofit, I literally researched hundreds of podcasts on Apple Podcast and built a list of potential podcasts that regularly discussed topics that aligned with the nonprofit’s cause. Then, I went down that list and sent personalized emails to each podcast. Sometimes, I wouldn’t get responses, but other times, I would and ended up getting booked on a few podcasts! All it takes is perseverance.

Here is an example of an email I sent out to a potential podcaster that you could rework:

Good evening,

I am a representative with [name of organization], a nonprofit organization based in [location]. Our mission is to both connect and empower women worldwide through our interactive learning platform.

With a [name of organization] membership, women have the opportunity to develop new skills through online classes and intensive workshops. Every workshop and course is taught by industry professionals and revolves around parenting, wellness, career development, and so much more.

If you have availability this month, I think [name of founder] would be a great potential guest for your podcast.

I came across your podcast and enjoyed your latest episode where you discussed unrealistic expectations society places on women. Because our organization focuses on female empowerment and overcoming societal expectations, I believe that your listeners could benefit from our learning platform.

As a potential guest, [founder’s name] could speak about:

1. The balance between work and personal life
2. Working toward mindfulness
3. Achieving a healthier outlook on life

Please let me know if you need any more information.

I look forward to speaking with you!

Elizabeth Schumacher

4. Create Corporate & Business Sponsorships

You can build recognition, both online and within your community, through sponsorships. If you’re planning an event, conference, fundraiser, or other important event, try to find businesses that will sponsor it. You can use a free platform like SponsorMyEvent to post your event and speak with potential sponsors, or find sponsors simply by building a local network. Constant Contact has an exceptional article that can help guide you on contacting potential sponsors and structuring your sponsorship packages.

5. Apply for Grants

The most significant challenge a nonprofit has to overcome is working with a tight budget. Not every resource is free, and even discounted ones can quickly add up. As mentioned earlier, you can join a nonprofit association to get assistance applying for grants. Offered grants vary based on state. However, there are also federal grants you could apply for. This resource has a list of some federal grant programs out there. There are also some marketing platforms that offer grants, including Google Ads, which offers qualifying nonprofits grants of up to $10,000 per month in search ads.

Additionally, if you’re unfamiliar with grant writing, check out your local library. Many libraries have free grant writing resources (all you need is a library card); some libraries even have grant writing assistance programs and events. You can also visit Candid for free webinars and online courses related to grant proposal writing.

6. Source Volunteers

No matter how much of a hard worker you are, you can’t build a company alone. This is especially true if you don’t have marketing experience. Even with the right tools, you won’t see results until these tools are leveraged by someone who knows what they’re doing (no offense intended).

That’s where hiring volunteers can be helpful. Sure, many people enjoy being paid. However, there may be individuals who are retired, going to school for marketing or website design/development, or just looking to help a cause that aligns with their values. During my time at the nonprofit, there was never a time when volunteer applications were low.

If you’re a nonprofit association member, you can receive general assistance, including discounts, on job postings. I used VolunteerMatch to find volunteer opportunities, so you may want to post opportunities for your nonprofit there, too. Becoming a member is free, but they do have paid membership options with more recruiting privileges.

And, if you regularly receive grants, you could even offer paid grant opportunities in the future to hire more experienced people.

7. Reach Out to Local Marketing Agencies

Lastly, research local digital marketing agencies in your area for help with website development, search engine optimization, email marketing, search advertising, content marketing, social media marketing, and other services. You will most likely have to pay for their services. However, there are some agencies, like Momentum, that provide discounted services and/or annual free website opportunities to nonprofits.

As I mentioned in the last section, it takes a team to build a company. If you want to increase your nonprofit’s online visibility, you need a team of experienced marketers by your side.

Learn More About Momentum’s Discounted Services for Nonprofits

The moral of this article is—you are not alone. Starting a nonprofit isn’t easy, but there are people who can help you. All you have to do is ask.

Momentum is committed to helping nonprofits like yours stand out in the highly competitive online landscape. We specialize in digital marketing and can help you design and host a website, create an effective search engine optimization strategy, and build search advertising campaigns on Google. We’re currently offering a 20% service discount to local, Michigan-based nonprofits—please contact us today to learn more or to schedule a consultation.