Your nonprofit’s community is one of its most powerful assets. When community members are aware of your nonprofit and understand its purpose, they’ll not only support its work but also advocate for it, tell their friends, and answer urgent calls to join the fight.
But before you can reach this level of community engagement, you have to spread awareness of your organization and its purpose. We’ll discuss tips you can use in any campaign plan to boost nonprofit awareness in the communities you support.
1. Spread the word across channels.
Whether you’re working to spread general awareness of your organization or you want to expand your reach for a certain fundraising or advocacy campaign, it all starts with marketing. Promoting your nonprofit in the right ways, to the right people, and in the right places is essential. You already know who you’re trying to reach — your local community members. Now, you need to determine the best methods and channels to reach that audience.
For the widest reach, use a multichannel marketing strategy that incorporates several communication channels your community members are likely to see. This typically includes:
-
Your website. When someone hears about your organization from another source, the first thing they’re likely to do is Google it to see if it’s credible. Ensure community members find accurate, compelling information about your organization by creating a nonprofit website. Include an About page, donation form, volunteer sign-up page, contact information, and landing pages for major campaigns.
-
Flyers around the community. Print several flyers advertising your upcoming events, meetings, and fundraisers, and post them in strategic locations throughout your local area. Consider places like civic centers, libraries, coffee shops, diners, and other popular meeting places. Add QR codes so community members can easily access your website or sign-up page.
-
Local news. Reach out to local news outlets and ask if they’d be willing to print or share short blurbs about your nonprofit. For instance, most local radio and television stations use a certain amount of air time for PSAs (public service announcements). These are free of charge and are ordinarily no more than one minute long, making them a cost-effective way to spread the word.
-
Social media. Create profiles and posts on popular social media sites like Facebook, Instagram, and TikTok that provide basic information about how your organization helps the community. You can also seek out neighborhood discussion groups like those on Facebook and NextDoor and post directly in those groups.
Each time someone interacts with your organization online or at an event, add them to your donor database. This way, you can start sending them more personal, targeted messages that further increase their awareness of your work.
2. Partner with community leaders.
Forming relationships with influential community leaders can increase not only your organization’s visibility but also its credibility and trust in the public eye.
Plus, some leaders can help you access additional benefits. For instance, engaging with elected officials can secure a voice in local government funding decisions. These public leaders may also be willing to write letters of recommendation which, when placed in the appendix of a grant proposal or application, can show funders the impactful support you have from important officials.
Don’t be afraid to discuss your organization with local politicians. While nonprofits must comply with certain restrictions from the IRS regarding political involvement (such as not supporting a specific political campaign or candidate), you can and should engage with government officials whose decisions impact your cause and community.
Along with individual community leaders, consider working with other organizations and institutions where neighborhoods congregate. This includes religious organizations, other nonprofits, and local advocacy groups. Ask if your current volunteers or board members happen to be members of any of these groups, and then see if they can provide introductions. Just by connecting your nonprofit to well-established groups, you’ll spread more awareness in the community.
3. Host regular events.
Conversations are the best way to get to know community members and convince them that your organization is worth talking about. Regular events allow your staff to talk to community members face-to-face, build relationships, and share details about your nonprofit’s purpose in a low-stakes environment.
Consider hosting several events for community members, from volunteering opportunities to fun fundraising events to casual meet-and-greets. Events that let supporters be part of the action, such as phone banking events or on-site volunteering, can be especially impactful.
No matter what type of events you host, make sure that each one is:
-
Accessible. The events with the greatest potential to increase awareness are free and easy for community members to fit into their busy schedules. You can also offer online and hybrid options so individuals can join from anywhere.
-
Relevant to your mission. Even if it’s a community yoga class or a family fun fair, connect the event clearly to your nonprofit’s purpose. Take time to explain what your organization does and how you help community members like your attendees.
-
Welcoming and inclusive. Create a positive environment where anyone feels welcome to join. Try not to limit your events by only asking for experienced volunteers or guests who can donate a certain amount of money.
Promote these events using the same channels mentioned earlier to spread the widest awareness and increase sign-ups. Combine general marketing (posting flyers, promoting the event on social media, etc.) with individual outreach to the supporters already in your database. Invite them to bring their friends and families to inspire even more participation.
4. Update community members often.
Your work isn’t done once community members know your organization exists. Making the community fully aware of your organization involves ongoing communication and frequent updates to inform them of your daily activities.
Plan several ways to update community members regularly without overwhelming them with messages. For instance, here are some strategies you might try:
-
Recognize donors, volunteers, and event attendees with personal thank-you messages and occasional public appreciation.
-
Write and share blog posts about your work on your nonprofit’s website.
-
Create publicly available impact reports that detail the results of your projects and programs.
-
Contact local news outlets when you reach major milestones.
-
Make announcements at local events and religious services about your current initiatives.
Whenever you message someone individually (such as by emailing all event attendees or sending impact reports to donors), be sure to personalize the message as much as possible. Use the recipient’s preferred name, mention their specific contribution if they made one, and highlight the results of the campaigns or projects they supported.
It takes time to establish a well-known, lasting presence in your community, so don’t get discouraged if these strategies don’t produce results right away. Eventually, your nonprofit will be recognized in the community, respected by the leaders as a force for social improvement, and beloved by the people your work supports.