5 Ways To Market Your Nonprofit Organization to New Donors


Attracting new donors is one of the biggest challenges faced by nonprofit organizations (NPOs). According to CNN, there are more than 1.5 million registered NPOs in the United States. While many of these NPOs sell products or services related to their mission to raise capital, most are reliant on donations. If you own or manage an NPO, consider the five marketing strategies to attract new donors and achieve greater success.

#1) Reward Donors With a Gift

A tactic employed by countless NPOs, gift-giving is an effective, time-tested way to attract new donors. Whether it’s a t-shirt, backpack, water bottle, etc., gifts create an incentive for people to donate. In addition to contributing to your NPO’s cause, donors are rewarded with a gift.

#2) Accept Multiple Forms of Payment

If your NPO only accepts a single form of payment, you could be losing a substantial amount of donations. Prospective donors who are prevented from using their preferred method of payment may choose a different NPO to which to donate their money. To attract new donors, accept multiple forms of payment, including all major credit cards, check, and mobile payments.

#3) PPC Marketing

You can also use PPC marketing to attract new donors. Google’s PPC service, Google Ads, allows advertisers to create text ads for its search results. Google even offers $10,000 in free Google Ads credits to NPOs that meet its eligibility requirements. Although it doesn’t offer free advertising credits to NPOs, you should also consider marketing your NPO on Bing using its PPC service, Bing Ads.

#4) Engage With Your Audience on Social Media

Create an account for your NPO on all the top of social media networks, including Facebook, Instagram, Twitter and LinkedIn. As your follower count on these networks grows, you can post information related to your NPO’s mission as well as the occasional request for donations, allowing you to convert social media traffic into real money for your NPO. Inc.com recommends piggybacking off a trending hashtag to draw additional exposure to your social media posts.

#5) Update Website to Include Mission

The clarity and recognition of your NPO’s mission will affect the number or donations it receives. If someone doesn’t know what your NPO does, it’s unlikely that he or she will donate money. To attract more donors, you must clearly convey your NPO’s mission. Update your NPO’s website to include a page dedicated to its mission. On this page, explain the story behind your NPO and what it does. After reading this, prospects will better understand your NPO, increasing the chance of a donation.

Donations can fluctuate for NPOs. You may experience a good month in which you attract hundreds of new donors, followed by a bad month with few or no new donors. Using the right marketing techniques, however, can strengthen your NPO’s presence and increase the number of donations it receives.