Nonprofits today operate in a world where traditional marketing methods are losing their sway. Donors are less receptive to ads and sales pitches, instead turning to their peers and social circles to determine where to direct their dollars. According to marketing expert Mark Schaefer, “Your brand is what people tell each other.” For nonprofits, this means word-of-mouth marketing from passionate supporters is the most impactful way to spread your mission.
To tap into word-of-mouth marketing, focus on connecting with your “super sharers” – those donors and advocates eager to spread the stories of the work you do. Provide them authentic content that sparks emotion and inspiration, and make it easy for them to share with their networks. Post visual stories on social media, include shareable content in your email newsletters, and make personal connections at events.
Ask your supporters directly to spread the word about a campaign or initiative they care deeply about.
Don’t stop at your donors – consider featuring your supporters themselves on your social media profiles and other marketing materials. Let them share why your cause matters to them in their own words. This demonstrates the real-world impact of your work in a way that feels genuine and compelling. Earned media from local journalists and bloggers, especially those with influence in your region or cause area, is also a source of third-party credibility and interest from new supporters. Build relationships with key media members and pitch them on stories from your organization that would resonate with their audience.
While technology has created more competition for people’s attention, it has also provided new channels for spreading messages. Invest in resources for social media, email marketing, and your website to make sharing and connecting as frictionless as possible for your advocates and community. Bring paid advertising into the mix to boost the reach of posts that are already gaining momentum.
By realizing your brand lives in the stories people tell about you, nonprofits can leverage the enthusiasm and passion of their community. Focus on creating intimate connections and shareable moments with donors, then put resources behind amplifying that word-of-mouth marketing for the broadest impact. Your supporters want to spread the word about your cause – give them compelling reasons to do so.
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