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25 Nonprofit Marketing Ideas and Examples to Get More Awareness and Funds
September 23, 2024
When brainstorming nonprofit marketing strategies, the goal is to create campaigns that resonate with your audience and drive meaningful engagement.
Whether you're a grassroots organization or an established charity, innovative ideas are crucial for marketing success. Even with a substantial budget, lackluster concepts may fail to achieve the desired impact.
This post showcases real-world nonprofit marketing examples from organizations of various sizes and missions. You'll gain insights into why these ideas are effective and find practical takeaways to inspire your own marketing initiatives.
The ultimate list of 25 nonprofit marketing examples
Nonprofit marketing is a combination of activities and strategies that help to spread the word about your mission and build an engaged supporter base. To make an impact in your community, you need help from volunteers, donors, and sponsors. With effective marketing campaigns, you can get their attention and interest.
You can also drive them to take action, such as donating or volunteering. Additionally, nonprofit marketing can be a powerful tool for shaping public discourse and raising awareness about important issues.
UNICEF's email campaign exemplifies the power of concise messaging. This approach stands out in a world where attention spans are short and inboxes are crowded. The email's minimalist design, coupled with impactful phrases like "Water is opportunity" and "Children First," immediately captures the reader's attention.
The centerpiece of the email is a compelling image of children studying, paired with a brief yet powerful headline. This combination serves two purposes:
It instantly focuses the reader on the core message
By revealing only part of the story, it sparks curiosity, encouraging readers to visit UNICEF's site for more information
This strategy respects the reader's time while effectively conveying UNICEF's mission and impact.
Key takeaways:
Keep emails clear and to the point, focusing on a single message or CTA. Avoid overwhelming the reader with too much information
Use impactful images that resonate with the reader and show the faces of communities you support
2. Charity: Water
In this email from Charity: Water, success stories feature little heroes like Herbie, Arav, and siblings Max and Jack. These stories are relatable and personal, evoking a strong psychological response in subscribers.
The narrative highlights kids' efforts through heartwarming headlines like "Selfless at age 7" and "Siblings saving lives."
What makes it more compelling is the subtle CTAs, which encourage backing these young changemakers rather than directly asking for funds. By the time we get to the end, it builds urgency by noting the two-day donation deadline.
The email's structure - from visual hook to emotional appeal to urgency - creates a compelling case for action.
Key takeaways:
Use personal stories to create an emotional connection and visuals to humanize your narrative
Add a specific deadline or timeframe to motivate quicker responses
Use clever CTAs that frame donations as supporting a cause, not just giving money
3. Road Scholar
In nonprofit marketing efforts, a feel-good sentiment is a key driver for every phase of the conversion funnel. Road Scholar's email effectively reinforces these feelings by reporting on donor-funded initiatives.
A striking numbered headline opens the email, instantly grabbing attention and conveying value. The message then offers concrete examples of where money will go - online programs and virtual lectures. This approach reassures donors that their contributions have practical, meaningful impacts. By maintaining transparency, the email builds trust and encourages further giving.
Road Scholar uses a simple and effective CTA in a visually dominant way, making immediate action easy. Mentioning tax benefits shows how giving helps both the cause and the donor.
Key takeaways:
Clearly outline how contributions will be used with tangible examples
Connect with donors emotionally by framing appeal within a shared mission or current challenges
Include a clear and prominent call to action button, making giving easy
4. Save the Children
This welcome email from Save the Children makes the ideal first impression as it expresses gratitude for the recipient's support and highlights the organization's global impact.
A personalized greeting creates an immediate connection, making the reader feel valued and part of a community. The message's positive tone reinforces this sense of belonging. It invites the recipient to stay connected and learn more about its work with a strong call to action.
The email's clean, professional design features a single, powerful image of a child, instantly communicating the organization's mission.
Key takeaways:
Address recipients by name to create a connection
Maintain a clean, branded design for credibility and visual appeal
Showcase the organization’s global reach and achievements
5. Help for Heroes
Help for Heroes demonstrates an effective approach to volunteer recruitment in this email campaign. The message is crafted to inspire action through several key elements:
Personal connection: Addressing recipients as "Dear help for heroes supporter" creates a sense of community and shared purpose.
Sense of urgency: Phrases like "Will you help us get there?" motivate immediate response.
Comprehensive information: The email provides all necessary details for potential volunteers, including dates and work requirements.
The balanced mix of text and visuals creates an inviting, easy-to-navigate layout that conveys the message clearly without overwhelming the reader. This approach not only informs but also inspires supporters to take concrete action in support of the cause.
Key takeaways:
Appeal to supporters' emotions by highlighting the cause's impact
Use testimonials from past campaigns to inspire confidence in potential volunteers
Offer many engagement options: volunteering, donating, and sharing on social media
Provide all the essential details that will make it easy for volunteers to sign up
The Vancouver Daffodil Ball has been a premier fundraising event since 1997. In 2024, it achieved remarkable success, raising over $4.4 billion. Held for the very first time at the Vancouver Convention Center, the ball offered an unmatched lavish experience with an intimate dinner and live entertainment featuring Serena Ryder.
The highlight of the evening was the patient speaker and two CCS-funded researchers. Luxury item auctions and a special Diamond Raffle enhanced the event's allure. The raffle's prize was an 18-karat white gold tennis bracelet valued at $22,000.
Event success lies in its ability to combine glamor, community spirit, and a powerful cause. This winning formula attracts high-profile guests and large donations year after year.
Key takeaways:
Provide attendees with exceptional value through entertainment, fine dining, and networking opportunities
Feature patient speakers and beneficiaries to show the tangible effects of donations
Include well-known performers and offer unique items to increase the event's appeal
7. Global Citizen Festival
The Global Citizen Festival represents an innovative approach to nonprofit event marketing, blending entertainment with social activism. This annual music event, aimed at fighting poverty, promoting equity, and protecting the planet, leverages the power of popular culture to drive meaningful change.
The festival's unique model encourages fans to earn tickets by completing specific actions, such as signing petitions or contacting government representatives. This approach transforms attendees' excitement into tangible support for global causes, amplifying the event's impact far beyond a typical concert.
The success of this strategy is evident in the numbers: last year alone, the festival secured 33.5 million actions and $290 million in commitments. Global Citizen maintains engagement through year-round online campaigns, social media challenges, and targeted email communications, ensuring that the momentum continues long after the music fades.
Key takeaways:
Encourage supporters to take specific actions rather than just donating money
Partner with high-profile individuals to amplify your message and reach new audiences
Keep supporters engaged before, during, and after main events to maintain momentum
8. American Cancer Society Relay for Life
Relay for Life, the American Cancer Society's main fundraising walk, is a powerful community event. This 24-hour walkathon supports the ongoing fight against cancer, uniting passionate volunteers and supporters. People form teams and take turns walking or running laps, and those who are short on time can contribute through direct donations.
The event's success lies in its emotional resonance. It features memorable ceremonies to honor survivors and remember those lost to cancer. By combining physical endurance, team spirit, and meaningful rituals, Relay for Life creates a deeply engaging experience.
Key takeaways:
Provide diverse contribution options for all abilities and schedules
Encourage group participation to leverage social connections and increase engagement
Hold ceremonies honoring those your cause helps, adding emotion to events
9. NEXT for AUTISM
This comedy event, hosted by Jon Stewart, raises funds for autism programs. It features performances by well-known celebrities like Harvey Keitel, Paul Rudd, Adam Sandler, and Chris Rock. With celebrity endorsements and partnerships, the organization attracts attention to its mission of building autistic programs.
The event is promoted through traditional media (print and ad), social media, and email campaigns. It also uses live fundraising during the broadcast, which enhances its reach, brings in more participation, and earns more support.
Key takeaways:
Combining entertainment with fundraising to make the event more engaging and memorable
Live-stream in-person events to boost donations and involvement
Use varied marketing channels to reach diverse groups
10. Oxfam International trail walker
The Oxfam Trailwalker event combines physical challenge with a strong sense of purpose. This approach appeals to both fitness enthusiasts and socially conscious individuals. Teams walk 100 kilometers together, building friendships and facing a tough but rewarding test.
To encourage participation, the organization offers you full support to complete the walk. They even help you find teams if you still need one. To enter, teams must raise a set amount of money and Oxfam gives tools to help you reach your fundraising goals.
Trailwalker offers a chance to break from daily life and push your limits in nature. At the same time, you're helping a good cause. This mix of adventure and purpose makes the event special.
Key takeaways:
Design events that challenge participants, making the experience more rewarding and memorable
Design flexible events that work across regions and scales
Incorporate team elements to foster a sense of community and shared purpose
Save the Children UK's About Us video conveys their mission through a compelling narrative. Bold statements like "Each child has a unique story" and "Our story is their story" touch the hearts of viewers. With clips of challenges faced by children and how the organization helps shape their futures, it builds empathy and relatability.
The video uses subtitles instead of a voice-over, letting the pictures and music stand out. The music starts slow and builds up, matching the changing images. It mirrors the journey and transformation that the organization aims to create in the lives of children.
The video shows what Save the Children does through a combination of emotive visuals, powerful music, and clear messaging. It makes people believe every child should have a fair chance.
Key takeaways:
Highlight real problems to build empathy and encourage support
A well-chosen soundtrack can guide the audience's emotional journey and reinforce the narrative
Experiment with different forms of storytelling, such as using subtitles or text overlays, to convey their message
12. Charity: Water
Charity: Water's video campaign stands out for its masterful blend of personal storytelling and strategic narrative structure. The video centers on Mamie's journey, vividly illustrating her family's struggles, particularly the health challenges her child faces due to the lack of clean water.
This emotional portrayal creates a strong connection with viewers, making the issue tangible and urgent. The narrative arc is carefully crafted, moving from hardship to hope. Mamie's heartfelt declaration that access to clean water was "the happiest day of my life" serves as a powerful testament to the organization's impact.
By directly linking donations to concrete, life-changing results, the video creates a compelling case for support. This approach not only educates viewers about the issue but also motivates them to take action, demonstrating the power of impact-focused storytelling in nonprofit marketing.
Key takeaways:
Putting a human face on the issue makes it more relatable and emotionally compelling
Follow a clear story arc - problem, hope, solution - which keeps viewers engaged and leads naturally to the call for action
Tie the fundraising appeal directly to the impact to show the tangible results of donor support
13. Alzheimer's Research UK
Alzheimer's Research UK's "Change The Ending" video shines with its creative storytelling approach. It combines fairytale elements with animation to raise awareness of a difficult and sensitive subject.
The video grabs attention by subverting the usual "happily ever after" ending. It builds interest and emotion through its depiction of dementia’s effects without initially naming the condition.
The transition from animated characters to real people is particularly powerful, driving home the reality of dementia. The fact that "Every 3 minutes, dementia steals a happily ever after" highlights the urgency and scale of the problem.
The video's power lies in balancing emotional storytelling with actionable messaging. It leaves viewers feeling both moved and empowered, with research presented as a tangible way to "change the ending."
Key takeaways:
Use visual metaphors to simplify complex ideas and enhance message impact
Consider using a gradual reveal in their storytelling to maintain audience interest and keep them hooked
Incorporate compelling statistics to communicate the scale of the problem clearly
14. The Girl Effect
The Girl Effect's video stands out for its innovative use of animation and infographics to convey its mission. Despite being three minutes long, it captivates viewers with a dynamic blend of visuals, text, and music.
The video's effectiveness stems from its ticking clock motif, which creates urgency and a narrative arc that starts with problems and ends with solutions. Fast, bright graphics keep it interesting. The music starts somber and gets more upbeat, reinforcing this transformative journey. Concise and impactful statements drive home the core message.
While meant for spreading awareness, the video helped raise $2 million. This shows that a well-told story with good visuals and music can keep people watching and taking action.
Key takeaways:
Use visual motifs relevant to your message to create engagement
Structure your content with a clear journey from problem to solution to maintain interest
Blend animation, infographics, and text to convey complex ideas quickly
15. American Cancer Society
The American Cancer Society's animated video takes a softer approach to skin cancer. It uses bright colors and a cheerful tone to show how to protect yourself from the sun, making the topic easier to understand and less intimidating. The message comes through visuals, a voice-over, and subtitles.
This video shows how nonprofits can talk about serious health issues in a light-hearted manner while still conveying important, factual information.
Key takeaways:
Use simple, straightforward messages to ensure a broad audience easily understands the key points
Offer practical and easy-to-follow advice to position yourself as a thought leader or authority figure
Leverage humor and quirky elements to make serious topics more approachable and memorable
5 nonprofit social media marketing ideas
16. Charity: Water StreamForClean
Charity: Water's "StreamForClean" campaign in September 2022 showed great social media fundraising. It raised over $197,391.94 for clean water in Zimbabwe, working with gamers and creators.
By collaborating with these digital influencers, the nonprofit tapped into their engaged audiences, amplifying the campaign's reach.
The campaign also did well because it kept posting updates on social media, shared the fundraiser's progress, and helped people set up live streams. Charity: Water also praised the creators and gamers who helped, encouraging more people to join in. By sharing fundraising milestones, Charity: Water maintained the momentum and encouraged further participation.
Key takeaways:
Keep people updated on how your campaign is unfolding so they know that you're accountable
Spotlight those who have made contributions to the campaign to offer social proof
Provide resources and help with the campaign to encourage participation
17. Planned Parenthood's TikTok campaign
Planned Parenthood used TikTok to highlight serious issues in a lighter way as they focused on the Supreme Court's 2022 decision to overturn abortion rights. The group mixed this tough topic with pop culture, showing Megan Thee Stallion's speech against body bans.
The approach yielded a 36.8% engagement rate, much higher than most nonprofits on TikTok. This success shows how combining important messages with current trends can boost a nonprofit's reach and impact.
Key takeaways:
Collaborate with well-known personalities who resonate with your target audience to amplify your message and broaden your reach
Create content that blends informative and entertaining elements to achieve exceptionally high interaction rates
TikTok is a great place to post content with pop culture references, allowing your nonprofit to reach a wide audience quickly
18. PETA Starbucks campaign
PETA is a well-known organization that fights for animal freedom and humane treatment. It launched a social media campaign to urge Starbucks to drop the surcharge for vegan milk in the US.
PETA also offered free materials like leaflets, stickers, and posters and supporters could use these to spread the message at Starbucks stores. This campaign shows how to use social media to effectively rally supporters for a cause as it combines online actions with in-person advocacy, creating a strong, multi-faceted approach.
Key takeaways:
Continuously push the campaign across various channels to keep the issue at the forefront of public consciousness
Engage with participants and keep the conversation alive through creative and consistent posts
Educate about your campaign and provide clear steps to encourage active participation
19. World Wildlife Fund (WWF) Earth Hour
Earth Hour, started in 2007, has become one of the world's biggest eco-movements, as it now reaches 190 countries and territories. The campaign works well because it's simple: people turn off their lights for an hour to help the planet. This easy act carries a strong message about saving the environment.
Its use of user-generated content on social media, where every person shares their participation, amplifies reach organically. By using hashtags like #EarthHour, the campaign fosters community engagement and visibility.
Replying to comments received during Earth Hour makes all participants feel valued and appreciated. This, in turn, increases the likelihood of social sharing and encourages ongoing involvement with the cause beyond the event itself.
Key takeaways:
Create a memorable, campaign-specific hashtag to unify conversations and track engagement across platforms
Set a specific time frame or deadline to encourage immediate action and participation
Develop strong visual content that captures attention and conveys the campaign's message clearly
20. Plan International #FutureGirlsWant
This social media nonprofit marketing campaign, launched by Plan International, promotes gender equality worldwide. It uses catchy hashtags like #FutureGirlsWant #UntilWeAreAllEqual #YouthLead to centralize conversations and make the campaign more discoverable.
Photos of girls sharing their dreams added a personal touch, making it more relatable and boosting participation.
To simplify involvement, the campaign provides ready-to-use social media templates. This approach makes it easy for supporters to join the movement and advocate for change. The inclusion of celebrities and influencers expands the campaign's reach and bolsters credibility.
By mixing personal narratives, compelling visuals, and recognizable voices, the campaign transforms individual dreams into a unified global effort for change.
Key takeaways:
Involving the target audience directly in the campaign fosters ownership and engagement
Using different platforms and a unifying hashtag expands reach and visibility significantly
Sharing personal stories and visuals evokes emotional connections and deepens engagement
The WWF website stands out with its clear and organized layout. It caters to both casual visitors and committed supporters. The intuitive menu bar allows users to learn more about the organization, its work, and ways to get involved. It even offers different ways to engage: donations, adoptions, and educational content.
WWF uses striking photos of animals to reinforce its mission and bold copy to show impact.
Key takeaways:
Offer many engagement opportunities like donations and petitions
Use impactful visuals to emotionally engage visitors
Tailor content globally and locally to resonate with diverse audiences
22. North York Women’s Shelter (NYWS)
NYWS' nonprofit website balances warmth, functionality, and safety features that put users first. The homepage immediately shows its mission and guides both supporters and clients to relevant actions.
Beyond the intuitive design, the NYWS website prioritizes user safety. Every web page features an escape button and instructions for clearing browsing history, which is critical for women in vulnerable situations.
This thoughtful approach shows NYWS's commitment to both accessibility and protecting its users. It sets a standard for web design for nonprofits serving sensitive causes like domestic abuse.
Key takeaways:
Use a warm, welcoming design with a color scheme that reflects your brand personality and values
Provide clear information on how to get help and how supporters can contribute
Implement protective measures like escape buttons for vulnerable users
23. Girls Who Code
The Girls Who Code website reflects a great design that blends form and function to advance its mission. Its modern style, with bold blue colors and diverse images, quickly builds trust and shows inclusivity.
The site's intuitive setup makes it easy for students, teachers, and parents to find what they need. By offering a wealth of accessible resources and showcasing success stories, it both educates and inspires. A transparent donation page explains funds use, builds credibility, and encourages support.
Key takeaways:
Provide valuable resources to establish your site as a go-to resource in your field
Ensure the site works well on all devices to maximize reach
Structure content to cater to different stakeholder groups for a user-friendly experience
24. Make a Wish
The Make-a-Wish Foundation America website showcases its mission through powerful images and storytelling. The blue colors used make the site feel trustworthy and look good.
Visitors can help in three main ways: by donating, volunteering, or referring a child. The use of real stories of wish kids, along with key facts and numbers, demonstrates the tangible difference supporters can make.
This thoughtful approach highlights the foundation's impact as it helps to turn visitors into strong supporters who take action.
Key takeaways:
Use authentic narratives to create a strong emotional connection with visitors
Use color schemes and layouts that instill confidence in your organization
Combine personal stories with statistics to show the tangible effects of support
25. Feed Ontario
The Feed Ontario website is a powerful platform for collaborative action against hunger that gives member groups a central place to find tools and resources that boost their local impact.
The site's innovative interactive tools, like the "Hunger in My Riding" calculator and the "Fork In The Road" budgeting game. These transform complex issues into engaging experiences, empowering visitors to become advocates of the cause. By offering different support options, it ensures that every visitor can contribute.
Key takeaways:
Use interactive elements like data calculators or simulation games, to enhance user engagement
Present complex information in easily digestible, interactive formats
Ensure the website is usable by people with diverse needs, expanding your reach and inclusivity
Final words on nonprofit marketing
Effective communication is at the heart of all these innovative nonprofit marketing ideas, driving engagement and support for your cause. Whether it’s concise emails, impactful events, or compelling videos, the goal is always to connect with your audience and inspire action.
To elevate your nonprofit's marketing efforts, consider leveraging powerful tools that can improve your campaigns and maximize your impact. Zeffy's 100% free fundraising platform offers a comprehensive suite of features, including email marketing, fundraising, and donor management capabilities, that can help you implement these ideas.
If nonprofit organizations want to stay ahead of the curve, they must stay attuned to the latest trends shaping social media.
TikTok is the most popular platform for Gen Z supporters and is also acquiring traction as a search engine. Building a strong presence on TikTok helps reach a generous generation, as 84% of Gen Z support charities in some way or another.
TikTok, Instagram reels, and YouTube shorts dominate the social media scene. Engaging short-form videos are here to stay, claiming a staggering 90% of internet traffic.
Highlight your mission, as 21% of consumers' primary reason for following a brand on social media is "because the nonprofit values or mission aligns" with theirs.
Promoting your nonprofit doesn't have to break the bank. There are many free advertising ideas to attract supporters and grow your impact, such as:
Google Ad Grants: Gives nonprofits free ad space at the top of SERPs for keywords you choose. This helps you advertise to people searching for similar organizations or your cause.
YouTube nonprofits program: Qualifying 501(c)(3) organizations can use "donation cards" on YouTube videos that enable viewers to donate directly through the platform.
Influencer marketing: Work with influencers who align with your nonprofit’s cause. They have engaged audiences and their followers trust them, making them more likely to your organization.
Distribute flyers: Create concise and compelling flyers with a QR code to a donation page. Distribute it to nearby stores or put it in public places with permission to drive donations.
Promoting your nonprofit online involves using a variety of digital marketing strategies. These help to increase visibility, engage with supporters, and drive support.
Here's a breakdown of these key strategies:
Website optimization: Ensure your web presence is optimized for search engines by using relevant keywords, publishing consistent content, internal linking, and focusing on technical SEO.
Social media marketing: Identify social media channels where your audience is most active. Share impact stories, mission-related projects, and more to highlight your work.
Email marketing: Send regular newsletters to keep supporters informed. Create targeted email campaigns around specific events.
Content marketing: Publish blog posts on the issues you're addressing on your website. Do guest blogging for other relevant sites, such as partner organizations, to expand reach.
The only 100% free fundraising platform for nonprofits
Look for people who attend related events, follow relevant Facebook groups, or subscribe to aligned newsletters.These aren’t just potential donors—they’re your future advocates.
Look for people who attend related events, follow relevant Facebook groups, or subscribe to aligned newsletters.These aren’t just potential donors—they’re your future advocates.
