Working with a Nonprofit Marketing Agency
The work of nonprofits is vital, and takes a lot of effort. Partnering with the right nonprofit marketing agency is key to distributing that effort and allowing you to spend more time on the important work you do, leaving your marketing partner to amplify your mission. But finding the best agency for you – one that aligns with your mission, budget and communication style, is what will allow your mission to truly soar.
In this article, we’ll dive into everything you need to know when searching for an agency, from the type of marketing services you can benefit from, to the questions you should be asking.
Having partnered with some incredible nonprofits, we here at Synima know what makes an agency the right match, and are passionate about delivering when it comes to our clients. So, if you’ve read our advice and are looking to start your search for a full-service nonprofit marketing agency, why not start here?
Key Factors to Consider in a Nonprofit Marketing Agency
Here we’ll discuss the qualities of a good marketing agency for nonprofits to consider:
Expertise in Nonprofit Marketing
Customer engagement differs quite a lot from donor engagement, and an agency with expertise in the marketing sphere will know what your audience needs, completely shaping your marketing goals around them.
Range of Marketing Services and Capabilities
A great marketing agency knows that each and every nonprofit will have a unique combination of marketing needs, and because of that, are equipped to help nonprofits across the board. A full-service company takes the burden off by tackling it all, with the ability to remain flexible in their support if you need broaden it.
Budget and Transparency
Agencies that help nonprofits by being upfront about budgeting from the get go are likely to be transparent until the very end. You’ll be able to relax knowing that your nonprofit’s mission will be truly understood, with frequent updates proving just that!
Case Studies and Proven Results from Previous Nonprofit Clients
Use a combination of measurable results – like the number of impressions their past work has made, along with your own discernment upon viewing their portfolio to work out if an agency is a right match to you. A proven track record is a must, but so is a genuine connection with their work.
Common Nonprofit Marketing Services
There are a lot of services provided by non-profit marketing agencies that you can benefit from. From email marketing to full campaign management, here’s what you can expect:
Nonprofit Branding and Messaging Development
Familiarity connects with donors and supporters, and impactful, consistent branding is what facilitates this. With expertise in making messages click, agencies can help you both increase brand awareness and build lasting relationships.
Content Creation and Video Production
Nonprofit digital marketing thrives through storytelling – and in our opinion, video is undoubtably the best medium to deliver a story. Social media strategy relies on video especially, and getting people to listen to your message is all about that initial hook. Check out our video and animation portfolio.
PR, Media Buying, and Fundraising Campaigns
Nonprofits rely on their donors’ support, and an agency can help you further your outreach. A marketing agency with experience in your sector will know the right communication channels for your audience, creating campaigns with real impact.
Digital Marketing Planning
Digital marketing comes with its own range of caveats. From SEO to email newsletters, optimizing your online content is a constant learning curve – with search engines and social media algorithms continually updating their terms, agencies like us are here to stay on top of it all.
Key Trends in Nonprofit Marketing
Leading nonprofit agencies are keen to stay on top of the latest trends and emerging tech in order to reach donors and supporters with a fresh edge – here, we’ll discuss some innovative trends that are inspiring us here at Synima:
User-generated content is one current and widely popular digital marketing strategy that aligns with the human-centric, honest nature of nonprofit marketing. Hearing people root for a cause in an organic way connects audiences with the drive behind your mission, motivating them to make an impact in turn.
Another of the recent non-profit marketing trends is AI-driven campaigns. Through a tailored and targeted outreach, you can market to audiences that are more likely to connect with your cause, and more likely to invest in it.
A trend that nonprofit experts know will always remain relevant is video storytelling – as one of the most strategic marketing tools, storytelling both captures audience engagement and retains it.
Mistakes Nonprofits Should Avoid When Choosing a Nonprofit Marketing Agency
When partnering with an agency, there’s a few mistakes non-profits make in marketing. Here, we’ll dive into what to watch out for:
Choosing Based on Price Alone
Focusing on budget alone does not account for some foundational factors that make an agency right for you. An agency’s pricing may look good, but do they provide a comprehensive range of services, or have marketing experts in your specific field?
Ignoring Agency Experience in the Nonprofit Sector
Ineffective messaging often comes down to the wrong tone, especially when dealing with serious subject matter. A major nonprofit marketing pitfall is choosing a partner who will deliver to the wrong platforms and “sell” rather than connect – which is often found in marketing agencies without expertise in the nonprofit sector.
Overlooking Transparency and Communication
Aligning with your organization’s mission and values relies on clear and frequent communication. You and your marketing partner should be on the same page about your goals, timeline and budget.
Questions to Ask a Marketing Agency Before Signing a Contract
Wondering what questions to ask a marketing agency? Look no further!
Key Questions
“What experience do you have with similar campaigns?”
This question opens the door for assessing agency compatibility. Go through the client’s references and consider if their previous marketing campaigns are a tonal match.
“How do you track and report campaign success?”
Knowledge of relevant reporting metrics, like donor acquisition, retention and growth is a must. Being aware of their usual ROI will give you better insight into budgeting, too.
“What pricing structures do you offer for non-profits?”
Agencies that are truly there to help your nonprofit will be upfront about their pricing models, so get a clear idea of what type of budget you’re looking at.
Additional Considerations – Assessing alignment with your mission
Figuring out how aligned an agency will be with your mission largely comes down to a combination of their experience, level of communication, and company ethos. Are they passionate about getting to the heart of their client’s message, and do they express interest in your cause?
Case Studies: Real Mission-Driven Campaigns That Made an Impact
Here at Synima, we’re passionate about boosting impact-driven campaigns, and are incredibly proud of the following case studies which did just that:
Shan Foods
Shan Foods wanted to create an uplifting social campaign that illuminated the shared joy of cooking and enjoying food together this Diwali, taking time to celebrate the vibrant festival with fun, music and loved ones.
Engagement was important, so our marketing strategy was comprehensive. From in-depth analytics research conducted before, during, and after production, to the handling of media buying and print advertising, to the creation of flexible video clips that could be distributed across all their targeted platforms, this campaign made a measurable impact.
Nacoa
Nacoa, a vital charity that has helped children affected by their parent’s drinking since 1990, needed support with their digital marketing efforts. We created a campaign designed to reach out to young children on the platforms they’re most likely to frequent.
Reaching out to audiences requires openness and trust – so we created an intimate, interview-based series of PSA’s that told Nacoa’s mission through the personal recount of one of their long-term ambassadors, Calum Best. Garnering over a million view online, the series made a lasting impact, with the release of each film increasing calls to their helpline by 33%, many of which were first time callers.
Recap: Accelerate your Nonprofit Organization by Choosing Top Nonprofit Marketing Agencies
After considering all of the factors listed in this article, from transparency, to industry expertise, to the type of services you need, you’ll be able to choose the best non-profit marketing agency for you. The importance of agency partnership shouldn’t go overlooked – with campaigns as vital as yours, agency expertise is what allows you to maximize your outreach, spreading the word and garnering the support it deserves.
If you’re a nonprofit looking for a robust, comprehensive marketing strategy to help you achieve your mission, then you need expertise. With our London studio, New York team, Los Angeles creative experts and Amsterdam creative production, we’ve got you covered.
As a journalist specialising in video content, Emily possesses expertise across all facets of the industry, from emerging trends to innovative communication strategies that empower brands to effectively tell their stories.