January 29, 2020
Five Obstacles Marketers Encounter in the Nonprofit Sector
When marketing in the nonprofit sector, it can be a difficult road to navigate. With more than a million nonprofit organizations registered in the U.S., it can be challenging to earn the trust and support needed from donors to run a successful nonprofit. From grassroots groups to national organizations, local nonprofit marketing brings its own unique set of challenges. Even national nonprofits often struggle to implement cohesive campaigns across their many locations.
Here are five of the biggest obstacles nonprofit markers have to face on a daily basis:
1) Consistent Messaging: More often than not, nonprofits are faced with bandwidth restraints making it difficult to develop specific messaging that speaks to different marketing channels and constituents.
2) Communicating on a Personal Level: Since most nonprofits suffer from having a small team or budget restraints, marketers rely heavily on the success of email communications to their membership and supporters. While this form of communication can result in a positive response, it lacks personalization. The use of social media can be a great way to connect with your donors on a more personal level—allowing for more one-to-one communication.
3) Using Key Performance Indicators: Measuring success of marketing efforts is an area some nonprofit marketers lack expertise in or the time to devote to capturing this data. Marketing teams that have been able to incorporate the task of measuring their efforts, have more insight into performance and the ability to make data-driven decisions when creating an annual marketing plan.
4) Communication Across all Teams: In order for nonprofit marketers to gather accurate data and segment prospect lists, they have to collaborate with other departments and this can be a difficult task for some organizations. Passing information around the organization can lead to some restrictions or even tension amongst departments–competing for budget increases and donor attribution.
5) Dealing with Budget Restrictions: Nonprofit marketers deal with challenges from all directions, especially when it comes to budget restraints. Many nonprofits face challenges in reaching their marketing and engagement goals and this is primarily due to budgetary constraints. This is a consistent theme across most organizations, regardless of size or type of nonprofit.
With the needs of nonprofit communities constantly changing, we have to remember that the marketing strategies should change with them. To gain continual support, nonprofits need to keep consistent communication with donors, volunteers, and employees. They should attend council meetings, fundraisers, and other events to gain exposure and one-on-one face time with those they hope to serve.