As a nonprofit, you are uniquely positioned to take advantage of an entire range of content marketing that for-profit industries may not be able to tap into. Content marketing gives you the chance to tell your story in a way that draws people to your nonprofit and encourages them to stay engaged with you.
In a nutshell, content marketing is everything you write and/or present that engages, inspires, and attracts your supporters. Content marketing should educate and should make those who work with you want to see your goal achieved. Your content marketing should pull people in and inspire them to work with you in whatever capacity you’re targeting, whether it’s volunteers, fundraisers, or sponsorships.
While some nonprofits utilize content marketing, not everyone has a content strategy or feels like they’re able to use content marketing effectively. That’s why we’re going to share tips on how to make your content marketing soar.
Focus on the Story
Nonprofit branding has the unique advantage of almost always being connected to a core goal or mission that aims to do good in the world. Whether that’s through animal rescue efforts, fundraising, or improving the health and success of less-privileged people, your story is tailor-made to resonate in both the hearts and minds of the people who find you.
So find your core statement that you want to convey, and build a story around that. For example, if you’re a nonprofit that supports after-school programs for at-risk teenagers, your core might be something like “The students we serve struggle with a school-home balance that hinders their success. We’ve seen firsthand how a nurturing, supportive environment can improve their performance and help them reach their goals.”