Content marketing is a game-changing strategy for any organization to achieve its goal. It doesn’t matter whether you run a corporate organization or an NGO; you can always achieve your goals with a well-thought-out content marketing strategy. Today’s article will discuss the 3 goals content marketing can help NGOs achieve.
Contrary to what you may think, content marketing can also help NGOs. These organizations can use an excellent content marketing strategy to get more exposure online.
Even though your non-profit business has an amazing mission, the world may not know about it.
That’s why non-profit organizations are now investing heavily in content marketing.
Most NGOs believe that since they aren’t selling anything, they don’t need to invest in content marketing.
Well, that is where they get it wrong. I know NGOs are not selling anything. But they are raising funds and having more access to funds; they need to be discoverable.
And content marketing is the most cost-effective way to get an NGO in front of its perfect audience.
Generally, NGOs have three major goals: to promote their organization’s message, increase brand awareness, and help rally supporters around a cause.
You can easily achieve these goals and grow your organizations faster than you can imagine with content marketing.
So, here’s how content marketing can help NGOs achieve their 3 most important goals;
#1. Promote Your Organization’s Message
One of the goals content marketing can help NGOs to achieve is promoting their organization’s message.
Ideally, before you promote your organization’s message or mission, you need to understand the concept of the time-ask effect.
Several studies revealed that people tend to have a positive reaction when you ask them to share their time ( that is because it will create a memorable emotional response) than when asked to share a monetary donation.
Understanding this concept will help you position your organization better in the mind of your potential supporters.
Of course, we all know the fact – NGOs need monetary donations to survive.
But don’t center all your message around donations. It won’t create that emotional response that people can connect with.
So, start by creating the emotional response. Once your donors emotionally respond to your organization’s message, they will be motivated to give more.
Even though you mention monetary donations in your NGO’s content marketing, don’t make everything about the money.
Try to solicit your supporters to donate their time for a given course. It gives people a sense of satisfaction and a feeling that they are involved in a cause to better humanity.
Furthermore, you can invite donors to contribute their personal resources like expertise; this will greatly impact your NGO.
You can inculcate a giving mindset in your supporters or audience with well-crafted content.
You will make them contribute towards your organization’s cause without feeling pressure to contribute.
And those who don’t have the means to contribute monetarily can as well contribute their time and expertise to the cause.
Read also: What Fresh Content Means to Google and How to Create it
#2. Increase Brand Awareness
There’s no way you can achieve your NGO’s vision if the general public doesn’t know about you.
And increasing brand awareness is one of the goals content marketing can help NGOs achieve.
Generally, the goal of increasing your NGO brand awareness goes hand in hand with increasing traffic to your website, getting more donors, gaining your audience’s trust, and establishing yourself as an authority.
Surprisingly, content marketing can help you achieve all these goals simultaneously.
But it starts with understanding the type of content you want to promote your NGO brand.
You have different options. You can decide to use video, webinars, Ebooks, Email, podcasts, etc… The list is endless.
If you have enough resources, you can focus on several content formats at a time. But if you have a limited budget, start with one or two.
As a rule of thumb, ensure that you use more than one content strategy to create awareness for your NGO brand.
Your brand tends to reach more people and attract more donations if you use different content formats.
#3. Help Rally Supporters Around a Cause
Every NGO has a cause they are supporting. And a good content marketing strategy can help you rally more supporters around a particular cause.
The more people read and consume content from your NGO brand, the more popular it becomes. And this will boost its authority across several platforms.
Your audience will trust you more and help spread your organization’s message at this stage.
It could be through a retweet, social media share, or word-of-mouth.
Life will be so much easier for you if your supporters so much trust you to the extent that they become evangelists for your NGO brand.
You not only get more donations, but people will also support your cause with their time and expertise.
#4. Acquire Your Audience Emails
Like I mentioned earlier, creating awareness is one of the goals content marketing can help NGOs achieve.
But creating awareness about your brand is not enough. People may be interested in your message, and they may even be excited to be part of whatever you are doing.
However, it’s important to keep the email of everybody interested in your cause.
So, you should have a feature on your website that prompts people to share their contact information whenever they visit your website.
The more contact or emails you acquire, the more potential donors you have.
Once you have a new project, all you have to do is send them emails and solicit their support.
Remember, don’t request only financial donations; you can also encourage the donation of time and personal resources like skill or expertise.
