Non-profits require the same thoughtful, well-planned communications strategy that for-profits do, often with only a fraction of the budge. Leverage these tips to improve your communications without breaking the bank.
1. Make Strategic Partnerships to Co-Market
People love hearing and talking about others. It’s in our nature to discuss things that we like and to warn people of things that we don’t. Word-of-mouth is such a useful tool when promoting any company, but especially a non-profit company that may not have an extensive marketing budget.
A successful way to increase brand awareness is to strategically partner with companies to co-promote. You can tap into each other’s networks and following to help stimulate traffic to your website and other platforms. Co-partnership can take on many forms like sponsoring each other’s events, promoting each other on social media, participating in various campaigns, recruiting help and so much more.
The best partnerships tend to be those that are reaching out to a similar market, so think strategically about who you partner with.
2. Know Your Brand Story
Take a minute to think about some of your favorite brands. What do they make you think of? How do they make you feel? What things do you associate with that brand beyond the product or service they provide?
Successful companies have a strong brand story and the above questions can be answered without much effort. If you are struggling to answer these questions about your own organization, your brand story may need some work.
A good first step for improving this is to do an audit of any existing marketing materials, communications and web presence. Does everything seem cohesive? Are you using the same language on your website that you use in email and social posts? Do you use the same color palate and fonts on everything?
If the answer is no, then you might consider working through your story. You should understand your unique purpose and position, as well as the soul of your organization. What gives you heart? Additionally, creating a brand style guide provides an excellent resources so that everything your organization puts out is unified. A brand story cannot be strong if your company seems different on one platform than it does on another.
Most importantly: embrace your story. Storytelling is a uniquely human experience and that connection cannot be replaced.
3. Continuously Optimize Your Website
A website is the one of the most important pieces of real estate any organization has when promoting the brand story that they have worked so hard to create. Think of it like the front door of your house. It’s the first thing many people see when interacting with your organization online. First impressions do matter, especially online when the attention span of web users is very, very limited.
For this reason, it is crucial to ensure that your visitors are enjoying any interaction they have with your website. This entails a few different things:
- Making sure that your website loads quickly. Nothing is worse than having to wait and wait and wait for something to load. Most people will just bounce and remember that negative experience with your site.
- Have fresh and up-to-date information on all webpages of your site. You don’t want to confuse anyone by listing the wrong information.
- Double check that all links are working. This is similar to the above point in that you don’t want to mislead your visitors.
- Proofread! No one wants to read something that is riddled with spelling and grammar mistakes.
- Have a good quality look and feel to your website. We live in a technological age and people can spot an ugly and outdated website from a mile away. Make sure that the design aligns with your brand, also.
Engaging your audiences takes constant time and attention, as well as regular review. These three tips should give you a great place from which to begin.