Nonprofit Marketing in 2017: Challenges, Strategies, and Examples

By Ann Gynn


Nonprofits start with a critical ingredient that many B2B and B2C marketers don’t have: a mission, a reason for existing that doesn’t boil down to “sell something.”

Having a purpose provides the necessary foundation for great storytelling – a strong seed to grow an effective content marketing program.

Yet, many nonprofits lack a couple things most B2B and B2C marketers do have to make content marketing a success: staffing and budget.

But even with these challenges, nonprofit content marketing success – even on a smaller scale – is possible. By taking just a few deliberate steps, nonprofits can create and nurture a content marketing plan that will live vibrantly for years, furthering the nonprofit’s purpose and working to grow a stronger community.

Nonprofit landscape

“When it comes to content marketing, many nonprofits have truly meaningful stories to tell,” says Russell Sparkman of FusionSpark Media. “Since nonprofits cover the range of social, health, and environmental issues facing society, their core missions are conducive to meaningful, inspirational storytelling.”

Nonprofits’ missions are conducive to meaningful, inspirational storytelling, says @FusionSpark via @anngynn.
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According to Russell, the combination of structured purpose plus meaningful stories enables nonprofit marketers to create content that matters to people’s lives, which might be educational and inspirational, and is definitely shareable.

While nonprofits are primed for content marketing, not quite four-fifths (79%) say their organization uses it. But less than one-fourth (24%) of those marketers describe their organization’s overall approach to content marketing as “extremely” or “very” successful, according to CMI’s annual content marketing survey conducted in summer 2016.

While nonprofits are primed for #contentmarketing, nearly 79% say their organization uses it via @cmicontent.
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It’s easy to understand why nonprofits don’t find content marketing effective. As Russell explains, the …read more

Source:: content marketing

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