How Content Marketing Can Help Your Charity
Content marketing is often geared toward selling products or services. So, when your organization is a charity, it’s easy to think that content marketing doesn’t have to be part of your marketing plan. If you’re trying to build an online presence, you need a content strategy just as much as any for-profit business. Putting the right information in front of your audience gives you the opportunity to reach your community more effectively.
Start with Cornerstone Content
Cornerstone content is the foundation for your non-profit website. It’s the most relevant information about your organization. Set your website up for growth and success by focusing on the pages that you want to feature in your marketing plan and SEO strategy. Instead of products and services, your cornerstone content as a non-profit could be:
- Building a volunteer team
- Connecting with donors
- Engaging with constituents
- Inspiring your community
5 Things to Include in Your Content Marketing Plan
Once you have the foundation of your content, you can dress it up with the fun stuff that happens throughout the year. Your organization can focus on your story and make the narrative as compelling as you can. Provide valuable content to keep your audience coming back. Your specific content strategy will revolve around your mission and goals, but here are some ideas to showcase your story through content marketing.
Create an Email List for a Regular Newsletter
Donors, volunteers and constituents want to know what you are doing. Use your website to collect emails, following all legislative guidelines, of course. Communicate with your subscribers on a regular basis with good information about your organization to develop relationships with your supporters. If you can segment your email list, you can better communicate with each type of subscriber, whether they are a donor, supporter or constituent.
Update Your Blog
Search engines appreciate fresh content and reward you for it. Your audience does too! They want to see what your organization is doing. Use your blog to support your content and SEO strategies. Your blog can be shared through social media channels and in your newsletter, attracting new followers who are interested in your mission. Just think about what people might care about and want to know about your non-profit. A theater group could share backstage photos or interviews with actors. A food pantry might want to provide recipes for using up pantry staples.
Use Visual Storytelling
Videos and photos often get more engagement than just words. Use images to share your story. Show what goes on behind the scenes as you’re getting set up for an event. Have staff share a tidbit of their day. Hold a photo contest based on the mission of your organization. Show volunteers what they might be able to do for your organization. When you take video or pictures, get permission of those in the frames before posting.
Celebrate Your Stakeholders
Let your volunteers know how much you appreciate them. Inspire others in the community to give by talking to your donors and celebrating them as heroes in your organization. Ask your constituents to give you a testimony about how your organization helps them.
Include a CTA
A call-to-action is one of the most important elements in any content. Whether you’re recruiting volunteers, seeking donations or building awareness, you need to tell your audience what step to take next. Each piece of content should have a specific CTA directing the reader to do something.
Get Started with a Content Strategy
While it’s often undermined or even neglected, content marketing truly is a powerful tool for non-profits. Not sure how to get started? Here’s a useful checklist for topic modeling and mapping a content strategy for your organization. Get results by creating relevant and informative content that builds your audience. Talk to MintCopy about building your marketing strategy for your goals. With more awareness, donors and volunteers, your organization can be more effective in your community.