It’s not just selling shoes: How PR and marketing captures hearts and minds – and drives action – for non-profits.

When it comes to reaching and influencing audiences in the non-profit sector, the approach looks considerably different than for-profit companies wanting to promote and ultimately sell products or services.  

Rather than moving consumers towards buying products, non-profits are focused on different types of goals, such as:  

• Generating broader awareness of the organization and its important work in the community; 

• Building meaningful relationships with stakeholders; and  

• Attracting more people to become invested and involved in the organization’s mission through taking advantage of the services, volunteering, advocating or donating.  

In other words, success is not measured by sales, but instead by the number of people served, and the number of lives changed. 

The “customer journey” also looks much different for non-profits.  

Take for example the end user being served by the non-profit. Often (although not always), these are vulnerable populations who are facing some type of hardship, like the families of kids battling life-threatening conditions served by Approach client A Kid Again. This nonprofit does amazing work serving kids with life-threatening conditions and their families; but due to the nature of the families they serve, it often takes multiple touchpoints to move families down the journey from awareness to consideration to enrolling. 

Similarly, there is a longer customer journey for a non-profit’s supporters. It is a big decision for someone to give their time, talent or money to a cause, so non-profits must constantly think about bringing more supporters into the funnel and lead them down the journey from awareness to action. 

How can non-profits use marketing to reach hearts and minds, and ultimately impact lives? Through coming from a place of empathy and authenticity; establishing deep connections; and building loyalty and trust. 

Throughout my career I’ve had the privilege of working in the public sector and with a variety of non-profits, and I currently serve as Approach Account Group Director overseeing our non-profit portfolio. Here are 4 tips on how to launch an appropriate and effective non-profit marketing strategy that wins hearts and minds.   

1. Tell powerful stories. One of a non-profit’s greatest strengths is its stories, particularly when focusing on people who have been impacted by the organization. By sharing these inspirational accounts and demonstrating impact, nonprofits are appealing to their audience’s emotions by showing them what’s possible—and thus winning them over. Use storytelling to guide stakeholder engagement by profiling real-life individuals who are taking part in your services and upholding your mission. Outreach should be compassion-fueled, and that tone and sense of purpose should carry through into every touchpoint, from your website and social media content to media and donor relations.   

2. Make it easy to take action. When audiences are moved by what they see and want to learn more, taking the next step should be quick and intuitive. Think through the process from start to finish and ensure you’re providing the infrastructure and support that people need. For example, users should be able to click through a social media ad and easily locate information on your website. If they’re ready to move forward and take advantage of a service or become a volunteer, offer an online registration form and assign a point person(s) to follow up once the form has been submitted. Similarly, for those who want to contribute, make sure they can donate online.  

3. Enlist influencers to amplify your message. With non-profits, your people are your best ambassadors. Whether it is through those already involved in your organization, or inviting community leaders or social media influencers to experience your mission, this word-of-mouth outreach is extremely effective in building awareness in a genuine and authentic way. To make it easy for people to share, stay in regular contact with your stakeholders and arm them with sample social media posts to spread the word through their own networks. And consider an influencer campaign where you invite local influencers to a fundraising event or other opportunity to experience your mission – it is a great way to get more “eyeballs on your organization” and educate those outside your current sphere about the impact your non-profit is making. 

4. Prioritize digital. Recognizing that audiences likely span multiple generations, make sure you’re connecting with stakeholders digitally. For Millennials and Generation Z, who value activism and look for ways to give back in their communities, technology is a way of life—so continually showcase upcoming events and fundraising efforts on social media and be prepared to promptly respond to DMs through these channels. This demographic prefers videos and mobile-friendly texts to personal email and phone calls. Additionally, a mobile-responsive website will ensure stakeholders can navigate your website on their smartphones.        

In PR and marketing, there’s no such thing as a one-size-fits-all approach, and this especially rings true for non-profits.  

But the strategies that are effective in the for-profit spaces often just to be adjusted for a different audience. While non-profits may not be selling shoes, the same principles apply to reach target audiences and drive them to action. And the best part of non-profit PR and marketing is you know your work is impacting lives and making a huge difference in the community. 

If you’re a non-profit and would like to learn more about how Approach’s expertise in the sector, we would love to chat.