How Non-Profits Can Reach New Audiences
Each year, more and more non-profits are founded, which is wonderful news. According to the National Center for Charitable Statistics, there are currently more than 1.5 million tax-exempt organizations in the U.S. As more organizations are formed and competition for charitable dollars builds, organizations must adapt in order to continue to thrive and fulfill their missions.
Doing the same thing year after year will likely produce the same or worsening results year after year. As a result, it is critical to branch out and try new things in order to reach new audiences, and therefore, new donors. Today we share four ways your non-profit can reach new audiences in 2017 and beyond.
Try a new social media outlet.
Different social media outlets are impactful to different audiences. And the audiences each medium serves can change over time. For example, ten years ago, everyone was on Facebook, and it was arguably the most effective social network for young and old. Today, Facebook is still prominent, but younger generations are more likely to browse Instagram or Snapchat. If you haven’t recently done so, it may be time to reassess your social strategy to ensure you’re in front of your key audiences.
Participate in new events.
Hosting an event can be costly and time-consuming. That’s why many organizations just focus on one per year. Still, it can be worthwhile to take part in other organizations’ events. You could sponsor relevant events, like with the Indianapolis Indians baseball team, for example. Or you could offer to volunteer time or resources to local charity events. For example, if your organization’s mission is to provide clean water sources to all people, you could volunteer to pass out water during a marathon in your city. You would be promoting your cause and organization while reaching new people.
Devise new campaign ideas.
Some non-profits have regular campaigns that are tried and true (the Make A Wish and Red Kettle campaigns come to mind). These iconic campaigns are amazing, especially if they have grown to include a reliable following, but starting new campaigns can help engage new people. For example, people in rural areas may not participate in the Red Kettle Campaign because they simply never encounter a bell ringer in their everyday lives. A new campaign could target those individuals.
Branch out into new areas.
Most non-profit organizations have a single location that acts as their headquarters. While many have strong reach beyond that location (like the Red Cross), small and mid-sized organizations tend to stick to the areas they are in. This may work well for some organizations. But, when assessing ways to reach new people, the geographical component should be addressed. Consider if it makes sense to target a new city or region. Host a pop-up event in a new place, taking your team on a short road trip.
When things are going well, some non-profit leaders want to simply stay the course. But actually, this is the ideal time to take a chance, try something new and reach more people.
Looking for more information on how your organization can reach new audiences? We invite you to reach out to us to discuss how we can help you achieve your goals!