How to Build a Marketing Strategy for Nonprofits

Nonprofits have big missions, but often, small teams and even smaller budgets. In fact, only 25% of nonprofit organizations have a documented content strategy, leaving most to juggle social media posts, email campaigns, and fundraising events without a clear roadmap. That’s where a strong nonprofit marketing strategy can make all the difference.

These are the core principles that turn scattered marketing activities into purposeful progress:

• Mission-driven, resource-limited
  Nonprofits must reach potential supporters across multiple marketing channels, often without a full-time marketing team.
  
  

• More noise, less clarity
  Without a clear nonprofit marketing plan, even the most well-intentioned marketing efforts can result in low conversion rates and minimal community impact.
  
  

• Your message matters
  Marketing isn’t just about awareness, it’s about connecting your key message to the people who care most.
  
  

• Strategy enables sustainability
  A focused plan helps build momentum, improve donation form conversions, and support long-term goals like volunteer growth and donor retention.

Why Nonprofit Marketing Needs a Different Playbook

Marketing for nonprofits isn’t about selling a product, it’s about inspiring action.
You don’t have massive budgets or built-in audiences. Every decision has to stretch resources, build trust, and support the mission. That means shorter timelines, creative outreach, and a deep understanding of your target audience.

Corporations optimize for profit. Nonprofits optimize for impact.

Here’s what makes marketing for nonprofits different:

Every resource is a tradeoff
You’re balancing awareness, fundraising, and programming, often with one team (or one person).

Your story is your strategy
Donors, volunteers, and partners need to understand your mission instantly. Messaging has to connect emotionally and clearly.

You need engagement, not just impressions
Social media marketing only works if it inspires action, whether that’s a donation, a signup, or sharing your mission.

Your audience isn’t one-size-fits-all
Potential donors, current donors, volunteers, and community members all have different communication preferences and motivations.

Step 1: Define Your Audience, Goals, and Message

Clarity here makes everything else easier.

Before you start creating blog posts or social media campaigns, you need to know three things:

1. Who are you speaking to?
   Your target audience might include current donors, potential donors, volunteers, or local community members. Group them into audience segments based on their interests, behaviors, and how they engage with your organization.
   
   

2. What do you want them to do?
   Set specific marketing goals for each audience. Are you trying to drive donations, increase event attendance, or build your email list? Tie each goal to a measurable outcome, using the SMART goal framework (Specific, Measurable, Achievable, Relevant, Time-bound).
   
   

3. What message will resonate most?
   Define your key message for each audience segment. What motivates them? What do they care about? Your marketing efforts should meet them where they are, not where you want them to be.

You don’t need a huge persona document, but you do need focus.

Pro-Tip: Use tools like SurveyMonkey or Google Forms to collect feedback from your donors and supporters. Ask what drives them to get involved, it’ll help you shape your messaging and set priorities.

Step 2: Choose the Right Marketing Channels

Go where your audience already is.

Once you know who you’re trying to reach and what you want them to do, it’s time to pick the platforms that best support your goals.

Here are common marketing channels nonprofits use to connect with potential supporters:

• Email marketing for donor engagement and announcements

• Social media platforms to build a community and share stories

• Search engine marketing to boost visibility for events and donation campaigns

• Direct mail for older or high-value donor segments

• In-person outreach like events or tabling at community centers

Each of these supports different marketing activities. Start small, then scale what works.

And yes, digital marketing strategies work for nonprofits too. Organic SEO, targeted ads, and retargeting can all be powerful (and affordable) tools when used correctly.

Pro-Tip: Check out Charity Digital or TechSoup for nonprofit-specific advice, free tools, and discounted software that can help you launch multichannel campaigns more affordably.

Step 3: Create a Content Plan That Connects

Right message, right format, right time.

Now that you know who you’re talking to and where you’re meeting them, the next step is deciding what you’ll say, and how often.

Great nonprofit content strikes a balance between inspiring action and building trust. That means delivering educational content, updates, and emotional storytelling that reflects your mission and values.

Types of content to consider:

• Social media posts that highlight success stories, behind-the-scenes moments, and impact stats

• A regularly updated blog post to improve SEO and offer insights on your work

• Email newsletters that speak directly to your target audience segments

• Campaign landing pages with clear marketing messages and donation prompts

• Videos or reels showing volunteers, testimonials, or on-the-ground footage

Consistency helps your target audience know what to expect and builds long-term engagement.

Pro-Tip: Check out Classy’s content calendar template to organize and schedule content in a way that supports your broader nonprofit marketing strategy.

Step 4: Plan Your Campaigns Around Key Moments

Every campaign needs a reason to exist.

Whether you're planning a fundraising push or promoting upcoming events, organizing your efforts into clear nonprofit marketing campaigns gives structure and urgency to your outreach.

To build an effective campaign, ask:

1. What are your campaign’s marketing goals?
   Tie them to actions like donations, volunteer signups, or email captures.
   
   

2. What audience segment are you targeting?
   Customize your tone, messaging, and imagery based on who you're trying to reach.
   
   

3. What’s the timeline?
   Start early. Ideally, your marketing team should begin planning 4–6 weeks out, even if that “team” is just you and a volunteer.
   
   

4. How will you measure success?
   Track engagement and conversion rates by channel so you can improve your next effort.

Campaigns shouldn’t feel like one-off blasts, they should build on each other, reinforcing your mission over time.

Pro-Tip: Use tools like Givebutter or Funraise to build sleek campaign pages with built-in analytics, so you don’t have to start from scratch every time.

Examples of Campaigns by Focus Area

Not every campaign is about fundraising. Align your campaign type with your mission and your moment:

• Annual Gala or Fundraiser
  Goal: Drive ticket sales, sponsorships, and donations
  Best for: Arts orgs, advocacy groups, education foundations
  
  

• Volunteer Recruitment Drive
  Goal: Attract new hands-on help before a big initiative
  Best for: Environmental orgs, food banks, community centers
  
  

• Awareness Campaign
  Goal: Educate the public on an issue or cause
  Best for: Health nonprofits, policy orgs, mental health services
  
  

• Peer-to-Peer Giving Campaign
  Goal: Activate your community to raise funds on your behalf
  Best for: Youth orgs, alumni networks, disaster relief funds
  
  

• Matching Gift Challenge
  Goal: Increase donation urgency with time-bound matches
  Best for: Larger organizations or end-of-year pushes

These don’t have to be massive. A three-day volunteer push or a one-week donor match can still drive huge engagement.

Step 5: Build an Email Strategy That Nurtures Relationships

Email is still your most powerful tool.

Even with the rise of social media, email consistently delivers high engagement and strong conversion rates, especially with current donors and longtime supporters.

But the real magic? Email lets you personalize your marketing efforts at scale.

Tailor your emails based on each supporter’s communication preferences and relationship to your mission. That means segmenting your list and sending the right type of message at the right time.

Types of emails to include in your strategy:

• Welcome sequences for new donors or newsletter signups

• Impact updates that show how donations are being used

• Event invites and reminders for upcoming opportunities

• Volunteer requests segmented by location or interest

• Donation appeals that tie into seasonal giving or matching gifts

Step 6: Use Social Media to Drive Engagement, Not Just Likes

Post with purpose.

If you’re not strategic, social can easily become a time sink. But when aligned with your nonprofit marketing strategy, it’s one of the most powerful ways to connect with potential supporters in real time.

Choose your social media channels based on your audience, not what’s trending. For example:

• Use Instagram to showcase visual storytelling and volunteer action.
  Instagram's visual-centric nature makes it ideal for nonprofits to share compelling stories through images and videos, effectively conveying their mission and impact.
  
  

• Try LinkedIn for corporate partnerships, grant funders, and B2B outreach.
  LinkedIn for Nonprofits offers resources to help organizations connect with potential donors, build professional networks, and spread their mission to attract new supporters.
  
  

• Tap Facebook for events, groups, and older donor demographics.
  Facebook provides tools for nonprofits to engage with their community, promote events, and reach a demographic that is often more responsive to traditional fundraising appeals.
  
  

• Test TikTok or Reels if you have youth programs or creative storytelling content.
  TikTok is a powerful platform for nonprofits aiming to raise awareness among younger, socially conscious audiences through creative and viral content.

Then build a cadence you can stick to. Quality matters more than frequency.

• Plan weekly content buckets (e.g. mission, testimonials, staff spotlight)

• Schedule using a free tool like Buffer or Later

• Always include a call to action, even if it’s just to share or comment

Pro-Tip: Use your social bios, pinned posts, and link-in-bio tools to consistently funnel traffic to your donation form, event registration, or latest campaign page.

What Are Content Buckets?

Content buckets are categories of content you rotate through to keep your social media feed consistent, balanced, and aligned with your mission.

Think of them as themes that guide what you post, not strict rules, but reliable pillars.

Standard content buckets for nonprofits:

• Impact Stories
  Highlight individuals or communities who benefit from your work

• Behind-the-Scenes
  Share daily moments from your team or volunteers in action

• Education & Awareness
  Offer educational content on the issue you’re tackling, stats, or myth-busting facts

• Calls to Action
  Promote volunteer opportunities, fundraising campaigns, or event signups

• Donor & Volunteer Spotlights
  Recognize the people who make your work possible

• User-Generated Content
  Repost photos or testimonials from your community

Once you’ve defined your buckets, you can mix and match to build a content calendar that feels fresh, without starting from scratch each week.

Step 7: Track Results and Adjust as You Go

Strategy without measurement is just guessing.

A good marketing campaign doesn’t end when you hit publish. You need to track performance, compare results, and refine future marketing activities based on what actually works.

Set actionable goals tied to outcomes, not just outputs.

Instead of “increase awareness,” try:

• Get 500 new visitors to our donation form

• Raise $10,000 by October 1

• Increase email click-through rates by 20%

Metrics worth tracking:

• Email open and click rates

• Website traffic from specific campaigns

• Engagement on each platform

• Conversion rates from donation pages or event signups

• Volunteer or subscriber growth tied to individual campaigns

Use tools like Google Analytics 4 or Meta Business Suite to track cross-platform performance.

Step 8: Partner Up to Expand Your Reach

You don’t have to do it alone.

Collaboration can be a force multiplier for nonprofits. Whether it’s teaming up with larger organizations, local businesses, or peer nonprofits, strategic partnerships allow you to tap into new audiences, share resources, and run more powerful fundraising campaigns.

Here’s how partnerships can help:

• Reach new potential supporters by co-hosting events or campaigns

• Elevate credibility through affiliation with trusted names

• Share marketing costs, split design, ad spend, or promotion

• Access new channels (e.g. a partner’s newsletter or podcast)

Look for alignment in mission, audience, or geography. A food bank might partner with a local gym. A youth mentoring nonprofit might team up with an alumni association.

Pro-Tip: Start small. Test a co-branded social post or newsletter swap. If it clicks, scale up to a shared event or campaign. Partnerships for Nonprofits has great ideas and examples for structuring your first collab.

Step 9: Repurpose Content Across Channels

One message, many lives.

You don’t need to reinvent the wheel every week. The most efficient nonprofits take a single story, stat, or event and adapt it across multiple marketing channels. Repurposing stretches your marketing messages, saves time, and increases reach without increasing workload.

Let’s say you have a great volunteer success story. Here’s how to reuse it:

• Email Newsletter: Feature the story in a monthly update

• Social Media Marketing: Break it into 3–4 image posts or quotes

• Blog Post: Go deeper with an interview or behind-the-scenes

• Direct Mail: Turn it into a printed impact piece for top donors

• Event Promo: Use it as an opener or testimonial at your next fundraiser

By the time you’re done, that one story becomes five different touchpoints, each designed for a different platform and audience.

Step 10: Use AI to Scale Your Strategy (Without Scaling Your Team)

Let tech do the heavy lifting.

Let’s face it, nonprofits don’t always have time, money, or a massive marketing team. That’s where AI tools like Averi come in. It helps you plan, build, and optimize your entire marketing strategy, from donor outreach to digital marketing strategies, without burning out your staff.

What AI can do for your nonprofit:

• Generate content ideas based on your mission and audience

• Draft emails, social captions, or blog intros in seconds

• Analyze campaign data to highlight what’s working (and what’s not)

• Suggest SEO improvements so your events and content get found

• Repurpose past materials into new formats automatically

And that’s just the beginning. AI doesn’t replace your voice, it amplifies it.

Pro-Tip: Try tools like Averi, GrammarlyGO, or Canva Magic Write to speed up everyday tasks. You’ll free up time to focus on what really matters: building relationships and driving impact.

How to Promote Your Nonprofit Marketing Plan Internally

A plan is only effective if your team understands and uses it.

Once your marketing strategy is built, the next step isn’t to launch a campaign. It’s to make sure your internal stakeholders know how to support it. From program staff to leadership, everyone needs to understand the goals, tools, and their respective roles.

Share the big picture

Host a brief internal kickoff or team meeting to review your strategy. Outline your key messages, target audiences, and planned fundraising campaigns. When the entire team sees how it connects to your mission, they’re more likely to amplify it.

Make it easy to collaborate

Put everything in one place, a Notion doc, a shared Google Drive folder, or a basic project management board. Include assets like:

• Messaging guidelines

• Email and social post templates

• Key dates and calls to action

• FAQs for donor or volunteer questions

This empowers program and ops teams to support your marketing team, even if they’re not “marketers.”

Ask for input early

Before finalizing your plan, invite feedback from colleagues in development, programs, or operations. They’ll catch blind spots and feel more invested in the rollout.

Common Nonprofit Marketing Mistakes to Avoid

Even with a strong mission and thoughtful plan, it’s easy to fall into patterns that waste time, miss your audience, or undercut your goals. Here are five common traps to avoid:

Trying to speak to everyone
If your message is too broad, it won’t resonate with anyone. Tailor your campaigns to specific audience segments to make each effort feel personal and urgent.

Ignoring your donor journey
You can’t expect a first-time visitor to donate immediately. Guide potential supporters through smaller steps, like subscribing, attending an event, or sharing a post, before asking for money.

Letting social media run your strategy
Just posting regularly doesn’t mean you have a strategy. Every post should map to a campaign or goal, not just fill a feed.

Over-relying on one channel
If all your communications happen via email or Instagram, you’re missing people who prefer direct mail, in-person events, or other touchpoints.

Neglecting follow-up
You ran the campaign. People gave. Now what? Too many nonprofits forget to thank donors, report back, or stay in touch, hurting retention and long-term growth.

How Averi Helps You Execute

A great strategy means nothing without execution. That’s where Averi comes in.

We combine AI tools with human support to help nonprofits turn plans into output, fast. From building marketing campaigns to generating content marketing and managing performance insights, Averi enables you to scale without the overhead. 

You don't need a bigger team to get results. You need the right experts, at the right time, with the right AI-powered systems to support them.

It’s like having an extra marketing team, without the extra headcount.

Frequently Asked Questions

What’s the first step in building a nonprofit marketing strategy?

Start by identifying your target audience, setting SMART goals, and defining your key message. Everything else, channels, content, and campaigns, flows from there.

How do I market my nonprofit with a small team?

Focus on 2–3 high-impact marketing activities, like email, a blog, or one key social media platform. Use tools like Averi to reduce the lift and repurpose content across formats.

What’s the best marketing channel for nonprofits?

There’s no one-size-fits-all. Email is reliable for donor retention, social media builds awareness, and SEO helps new supporters find you. Choose based on where your audience already is.

How often should we post on social media?

Start with 2–3 quality posts per week across your primary platform. Use content buckets to plan ahead, and aim for consistency over volume.

Do we really need a blog?

Not always, but a blog can boost your search engine rankings, share deeper stories, and provide content to repurpose in newsletters or social posts. Even monthly posts can help.

What’s the difference between a campaign and ongoing marketing?

Ongoing marketing builds relationships (like email newsletters or weekly social content). A campaign is a focused, time-bound push, like a fundraising challenge or volunteer drive, with specific goals.

How can we get more people to see our donation form?

Add clear CTAs to your emails, social posts, and homepage. Test variations of your form, simplify the steps, and optimize for mobile. Tools like Classy and Givebutter can help.

What’s the easiest way to track marketing performance?

Set up Google Analytics on your website, use built-in social analytics, and track campaign outcomes in a simple spreadsheet. Focus on metrics tied to actions, like clicks, signups, and donations.

How can AI actually help our nonprofit?

AI tools can generate content drafts, recommend improvements, automate reports, and repurpose past materials, freeing your team up to focus on relationships and strategy.

What if we don’t hit our goals?

That’s part of the process. Use it as a learning opportunity. Check your messaging, audience targeting, and channel performance. Then revise and try again. Progress beats perfection.

Ready to Stop Planning and Start Executing?

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