Reach The Right People: Nonprofit Digital Marketing Goals

Meg Marshall
Sep 15
3 min read

Updated: Oct 2

Mission statements are the compass for every nonprofit. Without specific goals for achieving those missions, even the best ideas can drift off course. That's where the famous SMART framework comes in: Specific, Measurable, Achievable, Relevant, and Time-bound. This framework was created as a way to give teams a clear path toward impact.

Your organization's goals might be to raise X amount of funds by the end of the year or establish X amount of corporate partnerships this quarter. In any case, it's important to understand that digital marketing is so much more than just a tactic to get you closer to those goals. It's a tool that helps you fine-tune your overall strategy.

While nonprofits don't always have the biggest marketing budgets, digital marketing levels the playing field. With tons of cost-effective channels to choose from, you are more than capable of reaching people where they are. That's why we're going to show you how not to drift off course as you share your mission.

Cast A Wider Net To Reach Your Target Audience

Whether you're serving local neighborhoods, a nationwide cause, or global communities, awareness is everything. The more people know about what you do, the more support you can attract. (Yes, that means more donations, of both time and money.)

Of course, you can't inspire support if you don't know who to reach. So, one of the first steps you need to take before jumping into an online campaign is audience research. Spend some time building personas to understand people with specific interests or demographics who are most likely to back your cause. Once you know them, you can tailor messaging that truly resonates.

When regularly managed, a social media presence can absolutely boost awareness. Pair that with a website built with SEO in mind, and you're getting your audience-centric content out into the world while climbing search engine rankings. That helps potential advocates near and far find you.

Engage Supporters While Building Credibility

People want to know that their support makes a real difference. Therefore, they need to trust your organization. Transparency, clear communication, and proof of impact are essential for earning their confidence—and ultimately, their continued support.

I don't say this to overwhelm you, but your active social media accounts and professional website are just the beginning. Because the truth is, your most loyal supporters are going to want to hear from you through another avenue. That would be the good ol' newsletter. Newsletters are perfect for consolidating your latest updates and keeping your audience engaged.

You can also keep them engaged by letting the people you help speak for you. Quotes, short videos, and even anonymized stories give authenticity to your work. Pop these impactful segments into your aforementioned newsletter and watch your credibility increase.

Make It Easier To Mobilize Your Volunteers

One of the most essential components of any nonprofit is its volunteer network. There are plenty of people in your community who want to give back, but the question is: are they even aware of what opportunities are available to them? Not everyone can afford significant financial contributions, but they may be thrilled to give time, skills, and energy.

Digital campaigns make volunteer recruitment and event management seamless. You can post updates and major sponsors leading up to fundraisers on social media. Direct followers back to dedicated landing pages on your website so they can find the details, sign up for volunteering slots, and know where to send others to buy their tickets.

And never underestimate the power of gratitude. A personalized email thanking volunteers for their assistance, complete with an event photo gallery to commemorate it all, shows them that their efforts matter. Thank-you messages may seem small in the greater scheme of things, but they build a sense of community that keeps folks coming back.

Show The Impact Your Team Is Making In Real Time

In today's crowded nonprofit sector, visibility matters. If you want to stay top-of-mind, you need to take advantage of—say it with me now!—digital marketing.

Here's just a handful of ways that your nonprofit can make its work compelling online, so you can continue pushing toward your goals:

Celebrate Milestones: Share anniversaries, project completions, and achieved fundraising goals.
Behind-The-Scenes Content: Record your team in action while planning events and participating in activities throughout the year.
Spotlights: Share stories or short interviews from volunteers, donors, and even those you have directly helped.
Host A Challenge: Set up a timely fundraising or awareness challenge that your audience can get involved in.
Media Mentions: Let your supporters know when you've been featured in articles, podcasts, or the news.
Infographics: Present data from annual or quarterly reports in a visually appealing, easy-to-digest (and easy-to-distribute) format.