Non-profits! You're on a mission to make a difference, but it can be challenging to invest part of your budget in building your brand when you rely solely on government funding or donations. But fear not! While competition is fierce and budgets are tight, there are some easy methods and actions you can implement to grow your brand.
Utilise User-Generated Content
Why do the work creating content when your customers can do it for you? Encourage your customers to share their experiences with your brand, and use those stories to further convey your brand message. This not only adds credibility to your brand, but also shows that you value your customers' opinions and experiences. And the best part is, it’s easy content that costs you no time or money to produce!
Here are some ideas:
- Hold a contest or giveaway that requires customers to submit photos or videos, or to share or tag others in your posts.
- Ask some of your most loyal customers or volunteers to record a video testimonial of themselves and publish this to your social media platform of choice. Alternatively,
- Create a book, newsletter, magazine or video that features a collection of customer artwork related to your brand which you could potentially publish and or sell to drive donations.
Leverage Social Media Platforms
Identify the platforms where your target audience is most active and share stories, impact updates, and calls to action. Many non-profits post occasional news updates to their Facebook feed. However, it's important to keep in mind that providing content that provides value for your audience is what helps your online community grow. Post content that is either educational, entertaining or inspirational. And remember, active engagement and timely responses on social media help foster a sense of connection and loyalty among followers.
Here are some suggestions:
- Host a live or pre-recorded Q&A with an expert in a particular area from your organisation to directly engage with your audience. TIP: This longer video can then be edited into short snippets which also make great short form content for socials, and you write the Q&A into a blog post for your website too.
- Promote your events or fundraising activities through platforms like Facebook.
- Take your phone and go record a very short series of videos with your staff and volunteers where you simply ask them what they love most about the work they do.
Cultivate Partnerships and Collaborations
Collaborating with like-minded organisations and influencers can significantly enhance a non-profit's brand reach and impact. By joining forces with complementary entities, non-profits can tap into new networks, leverage shared resources, and amplify their messaging. Partnerships can take various forms, such as joint campaigns, co-hosted events, or cross-promotion, creating a win-win situation for all involved.
Here are some ideas:
- Partner with other non profits or even for profit businesses that align with your mission to cross-promote, co-host events, or host joint fundraising campaigns. We can always achieve more together than we can alone.
- Talk to media outlets such as local TV, radio and newspapers about what kinds of coverage or promotion they would be willing to give you for free (you’d be surprised). Do this especially when you have a specific, interesting story to tell such as an inspiring client story or a large fundraising event coming up.
More suggestions to come in part two of this article. Thanks for reading!
