What role does content marketing play for start-ups?
Theresa Imre, Managing Director of the successful digital farmers’ market markta.at, reveals in the current podcast what digital content marketing has achieved for her start-up.
Non-profit organisations are depending on funding and donations. It is this need that gives many small and unknown NPOs a headache. They can’t make as much marketing budget available for fundraising campaigns as their larger and world-famous competitors and therefore they only receive a small donation share which endangers their existence.
A proper fundraising toolkit can make a huge difference, even with a limited budget and resources.
We have some tips for you on how to take your fundraising to a new level and ensure the future of your NPO and the purpose it stands for. Check out a few easy steps to help your NPO reach your desired content marketing KPI.
Out of experience, we at RDB Agency know that NPOs, small businesses and startups have many struggles in common: a vast amount of ideas on the one hand and very limited resources and a chronic lack of funding on the other.
Your employees, probably also juggling a few different roles in the organization, might need a guiding light. If you don’t have that guide within your team it makes sense to hire an external expert, e.g. a marketer focused on NPO funding or even a small team of an agency to help you out (like us!).
Even if your budget is tight, this investment pays off especially if it helps you to save resources and gain a sustainable framework you can base your marketing ventures on in the future. And even if you don’t have a large media budget or a big marketing department in-house to handle your fundraising campaign, there are still ways to achieve your fundraising goal.
It is important to remember that fundraising is not meant to be a one-time action. Rather, it should be viewed as a process that must be planned and carried out over a long period in order to have a sustainable effect. These 5 points will help you get started on the right track when creating your marketing toolkit.
Especially with limited resources and funding your imagination and creativity are needed more than ever, but to effectively translate your ideas into action points you need to set up a well-thought-out plan.
A social media toolkit for fundraising will help you to get the most out of your upcoming fundraising campaigns – with focused effort and minimal resources.
Make sure to provide your organization’s key information like what your purpose is and what goals you have. Prepare this information in a way that makes it easy to understand and share. Your partners, brand ambassadors and even the relevant mediums can then spread this information much easier and faster – a simple way to boost your brand awareness without allocating a budget to it and reach new audiences on top.
Define how to talk to your target audience but go beyond language itself Create a framework of topics and digital marketing content that will help you stay on track and remain relevant to your target group. Include call-to-actions that resonate with them, for example, Donate now or Support our work. You will be surprised how this affects your follower base on social media.
Show what your brand has to offer visually. Which are the main brand colors you are using within your communication and which key visuals are associated with your NPO? The more consistent you appear visually on all the communication channels, the higher the chance for brand recognition.
No matter whether generic ads or specially developed formats for upcoming donation campaigns, you need to have marketing assets for fundraising. Whether you have people who can do it in-house or you hire a marketing agency who works frequently with NPOs like RDB, make sure that your advertising material matches your message, appeals to your target audience and tells the story behind your organization. Don’t know where to start? Take a look at your competitors (local and global) and get inspired by their ways.
In the end, it’s not just the “what” that matters, but the how. Keep things on track by creating a clear campaign plan that explains step by step which part of the campaign should run and when for an optimal result within a set timeframe. However, don’t be hesitant to adapt on the go! If you see an asset performing particularly well, you can run in for longer or adapt others to be similar.
Having these areas covered you can get started on building your own content marketing strategy for fundraising. Keep in mind that different channels might require different formats and if you aim to address different audiences with them, you might need to tailor your messaging and visuals too.
Good luck!
Need an agency to help you with fundraising for your NPO? RDB is here to provide support!
Theresa Imre, Managing Director of the successful digital farmers’ market markta.at, reveals in the current podcast what digital content marketing has achieved for her start-up.
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