5 Marketing Strategies Your Nonprofit Clients Should Consider in 2021

COVID-19 has created a tough year for nonprofit organizations. And the unfortunate fact is, the world’s struggles stemming from the pandemic are going to continue well into 2021. For this reason, it’s important that your nonprofit clients consider specific planning strategies now, so they can be better prepared when the new year rolls in.

• Be ready to host more virtual events. Since the COVID-19 pandemic, the number of virtual events increased nearly 1,000% and resulted in more than 52,000 events/subevents. From fundraising to community outreach events, these types of virtual programs require adequate planning time to be successful. There are a lot of good resources online that can help with tips, checklists and even software. Some top picks are Wild Apricot, Give Smart and Fundly.
• Be prepared to push out more communications. The pandemic has made it critical for organizations to maintain frequent communications within the community and with donors, volunteers, board members and staff. That means developing a marketing and communications calendar so that every month the organization knows what they need to be pushing out online. With events, notices and other vital communications that need to be created and posted, organizations should consider assigning a specific point person for the job.
• Reengage with donors. The pandemic has thrown a hard-economic punch to most Americans. As a result, organizations may find that many of their regular donors have decided to halt their giving since the beginning of the year. Now is a great time to identify lapsed donors and create an engaging communication strategy in which to effectively reach out to them. Considerations can include a drip email campaign that, over time, delivers meaningful content on a more personal level.
• Ramp up social media and mobile channels. Nonprofits have historically been slow adopters of social media. In the COVID-19 age, there has never been a better time for organizations to get on board and active with platforms such as Facebook, Instagram, Twitter, etc. In addition, it’s equally important to tap into mobile channels that include text notices and one-click donation opportunities such as Amazon and PayPal. 
• Add videos and livestreaming to the mix. According to Cisco, video is expected to make up nearly 82% of all online traffic in 2021. For nonprofits, this can include videos that live on the organization’s website, and that share behind-the-scene happenings or even showcase the impact of a donation. More importantly, these person-to-person visuals are a perfect way to convey emotion for more personal appeals, such as when asking for donations or when promoting a fundraiser. Livestreaming is another powerful pandemic-friendly platform that allows people to feel part of the organization without having to be there in person. More than 150 million people watch livestream videos every month.

With a challenge-filled year soon behind us, and as we find ourselves just a few weeks away from the beginning of 2021, we hope your nonprofit clients find the implementation of these marketing strategies to be helpful.

During these uncertain times, the entire team at Charity First remains committed to providing our retail partners across the country with best-in-class underwriting, consistent and responsive service, and risk management services. To learn more about our products and services, please contact us at 800-352-2761 or marketing@charityfirst.com.