We’re often asked what the magic formula is to grow your nonprofit, get it more exposure and, logically, more supporters, more funding and more opportunities to carry out its mission. We’ve come up with a six-point list that seems to cover the challenge without resorting to magic!
1, Increase Agency Awareness
Until your organization is well-known, you are fighting an uphill battle on many fronts. Your fundraising staff will be faced with questions about who you are and what you’ve accomplished. The communications folks will be faced with questions about what it is that you do, why you’re doing it and what impact do you expect to make. Even your administrative and service staff will face blank looks when their friends ask them where they work and what is it that you do.
In the business world, it’s called brand awareness. To be top-of-mind, your organization should have a brand statement (think ‘elevator pitch’) that is known by all staff and directors, be a familiar face in your local community and be the agency that people automatically think of when your area of community service is being discussed.
Do you have a ‘brand statement?’ Are you active in your community’s activities (think floats in the local parade, a team in the wild cow milking contest!!)? Is your nonprofit top-of-mind in your community? Developing awareness is step one in growing your nonprofit.
2. Generate Leads
Moving past the awareness stage, your fundraising and communications people will want to connect with the people that can make a difference to your future. The simple, modern way to do this is to develop an online strategy to connect with people who like and support your mission. Use Facebook, LinkedIn, Pinterest and other platforms to collect email addresses and create a newsletter that keeps this group informed of your successes and your needs. And don’t underestimate the power of direct connections – a few minutes on the phone or an email to catch up will go far to keep generating interest in what your agency is accomplishing.
3. Educate and Engage
These tasks fall naturally out of the lead generation strategy described above. Connect with the people who have provided their contact information. Tell them how well you are doing, what your upcoming plans are and what simple things they can do to support your mission. Don’t expect a huge number to respond but if you engage in an honest and authentic way, you’ll get several committed supporters who will regularly be there to assist.
4. Convert Followers to Supporters
Again, falling naturally out of the previous strategy, you need to develop original material that asks your followers to support you. Research has shown that, if you ask for help on a simple matter and get assistance, those same people are more likely to support you in more complex challenges in the future. So ask for small things like promoting your message on social media or dropping recyclables at the office so that your nonprofit can take them in for refunds. Stay connected with the people that respond because they will be your staunchest supporters in the months and years ahead.
5. Create Loyalty
If you have taken the steps outlined earlier, you are well on your way to creating loyalty in your supporters. You can take this further by offering token gifts or perks to those whose commitment to your organization is significant. Be careful though, nobody wants to be seen to be wasting money on gifts if they are constantly asking for financial donations! Being honest and forthright in your communications, staying in touch on a regular basis and saying thank you at the appropriate time will go far to keep your supporters committed to your mission.
6. Repeat as Necessary
Once you have the resources in place to keep theh ‘growing your nonprofit’ process humming along, you simply need to keep doing what you’re doing. Don’t get complacent or routine in your promotion and outreach, stay committed to your mission and have fun continuing to grow your nonprofit.
