By The CCM Team
Yes, your nonprofit can (and absolutely should) use elements of the inbound marketing methodology to drive its fundraising and donor development goals. When you think about it, making a decision to give to a nonprofit organization is not all that different from making a decision to buy from a for-profit business. Most donors move through a three-step process, from awareness (where they first learn of your organization) to consideration (where they educate themselves about what you do and decide whether they should care enough to put their money toward your mission) to decision (where they choose how to take action to support your cause).
In for-profit marketing, the prospect is nurtured – through the use of various touch points – whether they be phone calls and emails, or merchandising signs and social media tactics.
See our detailed post on Content Marketing for Nonprofits
Too often, nonprofit marketers build strategies that jump straight from awareness to decision (Donate Now!), leaving prospective donors who need more nurturing and education behind, or leaving them to move on to other nonprofits that do a better job of executing this crucial step. By using some basic inbound marketing principles, you can create a seamless journey for prospective donors that is consonant – in harmony – with how they actually make decisions. It is crucial that nonprofits use original storytelling to help donors in that consideration stage to better understand their missions.
While content marketing is, most simply put, the culmination of all the tactics you use to push information out to your communities, there absolutely must be a clear content strategy behind everything you publish. That strategy should not be just a laundry list of the content marketing tactics your organization will use. It should clearly outline the themes and topics you want to own in the minds of your audiences, the best channels and messages to use to reach your target stakeholders, and exactly how each tactic aligns with your Case for Support and overall organizational goals.
About Consonant Custom Media
Consonant Custom Media provides content marketing and storytelling for hospitals, health systems, nonprofits, foundations and others who want to make more meaningful connections with their communities of interest.
We create original content that is truly consonant, or in harmony, with our clients' brand values and drives profitable consumer action.
Clients use our original content strategically, to reach specific objectives in perception management, physician relations, service line development, sales and donor development.