3 Marketing Strategies Worth Including in Your Nonprofit Budget

May 13, 2022 | Give Back

Nonprofit budgeting season is in full swing. Here are three strategies you'll want to include in your digital marketing budget and one you should probably avoid (this year).

Nonprofit staffers building a marketing strategy with donations

The end of the fiscal year is approaching, which means budgeting for the 2022-23 fiscal year is in full swing. If you're a nonprofit, deciding which marketing efforts deserve your time and resources, and which should stay on the wish list, can be a really difficult task.

With so many marketing platforms and tactics out there, how can you be sure that your limited budget isn't going to waste?

With several nonprofit organizations on our client list, the Informatics team is accustomed to helping make these types of tough decisions. To help you get started, here are three marketing strategies that have the biggest chance of helping your organization in the next year, along with one you should probably avoid.

3 Marketing Strategies Your Nonprofit Should Pursue

1. Geofencing

Geofencing ads are an extremely cost-effective way to attract hundreds (or even thousands) of new visitors to your website, based on their location. For example, to successfully target attendees at a three-day conference, and retarget them for a week afterward, you'll only need to spend a couple hundred dollars. Compared to other ad platforms, that price is a steal.

Beyond the cost, geofencing ads help you target your audiences more specifically than any other marketing platform out there right now. Find more tips for creating a successful geofencing campaign here.

2. Google Ad Grant

Google's nonprofit support programs are some of the best out there, and their Ad Grants have made a difference for thousands of nonprofits.

After a brief application process, your nonprofit can access up to $10,000 per month in Google Search Ads. That's right—you could receive up to $120,000 in advertising spend each year without any of that money coming out of your budget. Interested organizations can begin the application process here.

3. Video Marketing

Video marketing has been a popular strategy for years, and it isn't showing any signs of slowing down. Don't make the mistake of staying off video just because you're a nonprofit with limited resources.

If your team created or produced any videos in the last year, be sure to promote those across all your marketing channels! Social media, emails, and your website are all great places to feature (and re-feature) your video assets. If your videos are older than a year or feature outdated content, consider using this fiscal year to shoot new footage.

If creating a new video seems like too much work, our Media Services team is here to help bring your organization's message to life!

+1 Marketing Strategy to Forget (For Now)

TikTok Ads

It's true, TikTok is the place to be, especially among younger demographics. But as a nonprofit, your limited ad dollars are frankly better spent elsewhere.

TikTok ads are some of the most expensive in the digital marketplace, and their targeting options aren't nearly as precise as other platforms. If your organization wants a TikTok presence, start out by creating and posting organic content. Here are some helpful TikTok tips we previously shared if you're interested in going that route.

At the end of the day, you know your nonprofit organization better than anyone. If you want to be sure your marketing is attracting the right people, and that your ad spend is fully optimized, the entire Informatics team is here to help. We'll help guide you through the strategy process and make sure your marketing is working for your organization!


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