Q4: LET’S DO THIS!

MARKETING TIPS FOR NONPROFITS GEARING UP FOR 2021

We’ve made it to the fourth quarter of the craziest year ever. It’s been an especially trying time for nonprofit organizations. While the need for nonprofit services has increased, these organizations face their own survivability challenges, due to lack of funding, resources, and staffing.

Federal and local aid may be the only true solution for solvency, but we still encourage nonprofits to consider creative attempts at fundraising.

If you’re in a marketing role at a nonprofit that still has a workable marketing budget – we have additional suggestions for you to implement through the next three months. There’s time to get 2021 off to a good start.

Your 4Q marketing checklist should include these tasks:

CONTENT MARKETING PLANNING

Have you drafted a monthly content calendar for 2021? Step one: Look at the analytics from 2020 content to see what worked the best, and iterate on those topics. 

Have you done a content audit? Look for cost-effective ways to re-purpose content across email, newsletters, and social media.

Have you created any new video or audio content? Would doing so be worthwhile to promote your organization?

EXTRACTING THE MOST FROM EMAILS & NEWSLETTERS

Have you been sending out monthly newsletters with relevant, useful content? If not, consider a new approach. Use whatever time you have now to start drafting evergreen content and “bank” it.

Have you analyzed the open rates and CTRs (click-through rates) to see what subject lines and CTAs (calls to action) are working best?

What year-end news, if any, are you planning to share with your subscribers? Now’s the time to make a case for year-end charitable donations.

WEBSITE TUNE-UP

Now’s the time to assess and improve your site to make it as SEO-responsive as possible. The end of the year is a good time to:

• Conduct an SEO audit
• Conduct a content audit
• Make design upgrades and navigation improvements
• Make sure the site is optimized for mobile devices

SIZING UP SOCIAL MEDIA

Take stock of how, when, and why you’re posting on your social media platforms. You should be:

• Posting at least once a day
• Posting photos and videos as well as text-only
• Utilizing paid and promoted posts, not just organic posts

Have you initiated an influencer campaign? Would doing so be worthwhile to promote your business?

What year-end news, if any, are you planning to share with your followers? Now’s the time to make a case for year-end charitable donations.

PUBLIC RELATIONS

Have you ensured there’s an up-to-date Media page on your website that includes a fact sheet, press releases, and the contact info for a member of your staff?

Have you updated your media contact list recently? Checked in with local reporters and editors? Let them know what challenges your organization is facing; they may be able to offer media coverage.

What year-end news, if any, are you planning to share with the media? Now’s the time to make a case for year-end charitable donations.

You should also be looking at your advertising and marketing automation plans for 2021, but if the budget won’t allow for big spending on these, stick with the lower cost options here. You can also avail yourself of webinars that put you directly in touch with your stakeholders. See our webinar options.

It’s time to take stock of your marketing strategies to get back in the saddle next year. Let us know if we can help.

By Traci, Marketing Manager / Content Strategist | September 24, 2020