Christine Ward Whether you’re promoting a big milestone at your nonprofit, looking to fund a specific need, or hoping to switch up your year-end fundraising this year, nonprofit marketing campaigns are your best friends.
A part of your organization’s annual marketing plan, these puzzle pieces work toward one specific goal that moves your mission forward. Anniversaries, capital campaigns, awareness building and advocacy initiatives — all nonprofit marketing campaigns could do with a little strategy to organize and promote your efforts.
To make sure your campaign is cohesive with the rest of your marketing and communications efforts, include your plans for upcoming campaigns, like for an annual appeal, in your nonprofit’s overall marketing strategy. And, if you’re building your nonprofit’s marketing strategy from the ground up, be sure to get tips on the process and download our nonprofit marketing strategy template.
Nonprofit Marketing Campaigns
Sometimes, all you need is a little inspiration to pull together the perfect nonprofit marketing campaign. Whether you’re looking for ideas and examples to shake up your next campaign or just hoping for a few warm fuzzies from great causes, we loved following these eight nonprofit marketing campaigns.
Video Campaign
KIF1A.ORG needed funds to purchase a mouse for a research project aimed at finding a treatment for the rare disease that the organization focuses on. So, they ramped up a video campaign to make it happen. Supporters and kids participated in their #WeNeedaMouse video campaign to let their community know why they needed a mouse and raise the funds to purchase one. The campaign (which was a huge success!) used YouTube, but also incorporated Facebook, Twitter, email, their blog and website to get the word out.
Video campaigns can be intimidating, but we’ve seen it include some of the most engaging content within organizations. Get tips on developing a video marketing strategy for your nonprofit.
Advocacy Campaign
Defenders of Wildlife works to empower ordinary citizens to advocate for the environment through their advocacy campaigns. For their Endangered Species Day campaign, they used a landing page and leaned on other helpful, beginner-level guides and resources on their website. They also placed a heavy focus on social media, especially Twitter, to get their message out about strengthening the Endangered Species Act and develop actionable relationships with advocates and lawmakers. The downloadable Facebook cover photos and Twitter banners were a nice touch!
Get tips on creating your own Twitter strategy to move advocacy efforts forward.
Awareness Campaign
May is Myositis Awareness Month, and The Myositis Association celebrated with an awareness campaign that included events, emails, Facebook components and a page on their website with a downloadable awareness guide. They used the webpage as a hub for all of the other pieces, tying them all to one place for supporters and ambassadors.
When it’s possible and makes sense for your campaign, like for big campaigns that your organization runs every year, a landing page on your website is a great central place to send visitors through the other pieces and channels that make up your strategy. And, if they’re interested, visitors are then in the perfect position to learn more about your organization and get involved in other things you have going on.
Anniversary Appeal
For the Oblates of the Virgin Mary’s 200th anniversary, they wanted to make a splash worthy of their organization’s rich history. They ramped up a fundraising campaign centered around a gala, email campaign and new pages on their site to celebrate their history, gather gala registrations and collect donations.
Need ideas for an upcoming anniversary? Peruse a few other ideas and examples of organizations celebrating their anniversary digitally. Or check out additional marketing tactics from faith-based organizations.
Year-End Fundraising
With the cold weather and low adoption rates, December is a tough month for pet shelters. For their year-end fundraising campaign, Stray Rescue of St. Louis focused on all of the ways their supporters can show their love to homeless pets over the holiday season. The campaign was Instagram heavy, but also included emails and blog posts, all with a special push to donate before the end of the year.
Why not try something new this year? Would a focus on Instagram make sense for your audience? It’s never too early to start planning your year-end fundraising campaign.
Matching Gift Campaign
The Teton County Search and Rescue had a sponsor willing to match up to $30,000 to fund a helicopter and trained team. Their campaign, owning the “Heli-Yes” slogan, used press releases, social media, a page on their website and powerful stories of lives saved by helicopter rescues to anchor the campaign and reach their goal.
Is the pressure on to pull off a successful matching gift campaign? Get strategic with your marketing to build a campaign that keeps the message top of mind for your supporters.
Giving Day Campaign
Sherwood Forest participated in Give StL Day, the local giving day in St. Louis, Missouri. They did an awesome job using their blog and social media accounts to spread the word to their supporters and encourage them to participate in the giving day. A blog post on their website served as the anchor of the campaign, supported by emails and social media posts.
For larger campaigns that your nonprofit may participate in, like city or state giving days, your blog is an awesome way to get the word out without dedicating a more prominent and permanent page on your website.
Story Gathering
Rise Together is a nonprofit that encourages youth to raise their voices and advocate to improve key issues affecting them, such as suicide, bullying and drugs. Through their #TheFutureIsYouth campaign, the organization used social media, a Share Your Story page on their website (including creative options like music or poetry) and in-person presentations to gather stories from their audience, as well as spread awareness of key issues.
With the goal of gathering stories and content from your audience, a user-generated content plan is key.
Your nonprofit marketing campaign can use a variety of pieces and channels to accomplish your goal. A well-planned and thought-out campaign can do wonders. Use the examples in this post to craft a plan that makes sense for your organization and audience, likely taking bits and pieces from each to give the campaign your own original flair.
Do you have any nonprofit marketing campaigns that you’re particularly proud of? Working out the kinks in an upcoming campaign? Let’s talk in the comments.
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