Over the years, I’ve had the privilege of working with various nonprofit organizations to help them improve their marketing strategies. During our first meeting, I always ask the organization leaders in-depth questions so that I can truly understand what their nonprofit does and values. Often, the leaders mention that their volunteers are a core part of their organization. They explain that with the unwavering support of volunteers, they are able to function as an organization and accomplish their goals. However, the value of volunteers doesn’t and shouldn’t stop there!
I recently explained to one of my nonprofit clients that volunteers can serve another essential purpose. Volunteers can also help you improve and elevate your nonprofit’s marketing strategy. Here are three ways your volunteers can contribute to your marketing efforts and showcase the volunteer impact on nonprofit marketing:
Genuine Content Inspiration
Do you know why your volunteers became volunteers at your nonprofit? Are they supporters of your organization, do they like helping local nonprofits, or do they have a personal connection to your cause? If you ask your volunteers why they are volunteering, you may hear some reasons that could inspire others. So whenever your volunteers have a powerful story, share it on your nonprofit’s website or blog. These stories can persuade others to learn more about your organization and even volunteer. They will also add more content and links to your website, which will help optimize it for search engines.
You can also publish interviews with volunteers about other creative topics, such as asking them what it’s like to work for your organization. This way, your website visitors can know what a typical day is like at your organization and can see the steps your nonprofit is taking every day to achieve its mission. Highlighting the volunteer impact on nonprofit marketing through these stories can greatly enhance your online presence.
Feedback Opportunities
If you take the time to listen to your volunteers, you’ll be rewarded with more than just respect and content ideas. Listening to their stories and feedback can also reveal which marketing efforts you should invest in–and which ones aren’t worth your time. Did most of your new volunteers find out about your organization from a Facebook ad? Then start creating more ads! Do all of your volunteers agree that your brand colors and/or logos are unattractive? Then consider rebranding as part of your marketing strategy.
It’s especially important to get feedback from volunteers that have been around for a while. If you ask them why they continue to stick around, you can learn what they like best about your nonprofit and what you’re doing well. These kinds of questions can help you clarify what your nonprofit’s culture and values should be, which will help you create a stronger and more captivating brand personality. The insights you gain will showcase the volunteer impact on nonprofit marketing, guiding your decisions more effectively.
Enthusiastic Ambassadors
Almost every nonprofit has a handful of truly dedicated volunteers who volunteer solely because they believe in the organization and its cause. These are the ones who work late hours, create hype for your upcoming fundraisers, and who are always coming up with new ways to achieve your mission. Consider these passionate volunteers the main representatives of your organization.
To help them fully represent your organization, provide committed volunteers with free branded merchandise such as shirts, pens, wristbands, etc. This is an easy way to advertise and spread the word about your organization at minimal cost. For example, if your volunteers are wearing a branded shirt that features a surprising statistic relating to your cause, their friends are bound to ask about it. This gives your volunteers the opportunity to explain what your organization is all about and what it aims to accomplish. The best part is that this type of marketing produces natural and positive conversations about your organization, rather than in-your-face advertisements. Their enthusiasm highlights the volunteer impact on nonprofit marketing by naturally promoting your mission.
If you take the time to get to know your volunteers, you will learn how you can fully optimize their value. Whether they have a heartwarming story to share or a creative way to encourage donations, their unique insight can directly contribute to your marketing decisions. All you need to do is ask them and listen!
If you would like more advice on how your nonprofit organization can be more successful with its marketing, my team at StringCan Interactive and I can help! Visit our website or message me if you’re interested in learning more.
