Nonprofits Need Love Too
Sharing a little love with my nonprofit peeps
So, it’s been a bear of a week, and I’ll just lay it all out there. I recently transitioned from a nonprofit role into a new position in the fast-paced world of digital media. After more than twenty years working in nonprofits—including founding my first one, Vampire Cowboys West Coast, back in 2002—it’s a big shift. Nonprofits are unique beasts, driven by passion rather than profit. But don’t let the term “nonprofit” fool you. I know I was when I first started—it’s a tax status, not a mindset.
Over the past two decades, I’ve helped raise nearly $200 million. Writing that down really puts it into perspective: that’s $10 million a year, though most of it happened in a high-energy, five-year span with an incredible team by my side. It truly takes a village, and with a dedicated and inspired group, you can move mountains.
To share what I’ve learned, I’m excited to introduce a new newsletter—dedicated entirely to the world of nonprofits. In this week’s Reformed Southerner, I’m offering you a glimpse. Whether you’re a staff member, board member, or donor, I highly recommend subscribing. Each week, I’ll tackle key topics that nonprofits face every year.
This past week, I launched a series on navigating limited funding. The first month’s focus is on handling competition in a crowded marketplace—because let’s face it, there are countless worthy causes out there, and it’s easy for your voice to get lost in the noise. My goal is to provide you with actionable tips and strategies to stand out and make an impact.
I hope you’ll check it out, and rest assured, we’ll return to our usual programming next week. 😉
Funding for small to medium-sized nonprofits can feel a bit like Sisyphus, eternally pushing a rock uphill, and the odds really feel stacked against you when working in a crowded field. You’ve got passion. You’ve got purpose. But often, you lack the resources and visibility of bigger, more established organizations. Branding and brand recognition can go a long way in establishing how you and your team stand out. We’re not just talking logos, but smart, resourceful, and well-thought-out messaging that plays to your organization’s strengths.
Consistent Branding: Your Organization’s First Impression
Sure, first impressions matter, but when your fourth impression is different from the first, second, and third, your message looks unfocused. A well-coordinated brand makes you memorable. It makes you trustworthy.
Take PATH as an example. This is a large nonprofit that hadn’t updated its website, messaging, logo—anything—in over a decade. Their employees struggled to explain what the organization did, which led to missed funding and partnership opportunities. They rebranded as a “global team of innovators,” which clarified their message, improved accessibility, and boosted visibility and trust with donors. Size should not limit you or your passion.
Consistency matters. When you present a cohesive face—logos, fonts, colors, messaging (especially messaging)—it signals professionalism. Potential donors feel confident that if you can manage your brand, you can manage their contributions.
Amplify Your Reach: Mastering Social Media
It’s waaay more than just your Facebook page. It’s not enough to just post content; you need to tell compelling, personal stories that resonate with your audience. That takes time and practice. Go to Google and search #TeamTrees. I’m not giving you the Google link because the search is part of the learning process. They’ve raised millions of dollars and planted over 20 million trees by engaging influencers. Their stories don’t just use great visuals—they tell an emotional story. You may not have access to your local YouTube star, but take note of their visuals and narratives. Personal stories matter.
Post impactful stories, highlight your volunteers, grab some behind-the-scenes footage, and give your nonprofit a personality online. People connect with human stories, and social media is the best place to share those stories in real-time. Don’t be afraid to engage. If you get comments, respond. Encourage followers to share. Make your audience feel like they’re participating in the process.
Community Engagement: Building Local Trust
Online engagement is great, but sometimes you’ve got to step outside to make an impact. Sponsoring other groups’ events, hosting workshops, and collaborative efforts with like-minded groups can get your message out to new audiences. Boys & Girls Clubs of America excel at embedding themselves in their communities, turning local engagement into a national movement.
As a small to medium-sized nonprofit, you can make a similar impact with targeted engagement. Try something that fits with your mission or join forces with a local event like a 5k or a volunteer opportunity. This isn’t a time to hand out fliers or talk up your organization, but a time to be present and build meaningful, face-to-face relationships. You might even meet businesses or community members you’ve never had the opportunity to work with before.
Media Outreach: Telling Your Story to the Masses
Once you’ve gained some traction, it’s time to get local or regional media involved. Journalists, bloggers, and podcasters are always looking for a great story, especially if it benefits their audience. Developing these relationships can amplify your message.
Look at Charity:Water, a carefully crafted media company that is visually immersive. They transformed their mission into a movement. One of their standout initiatives was The Birthday Project, where supporters pledged to raise funds for clean water on their birthdays.
Even if you’re starting small, a well-written, thought-provoking press release about your latest success can catch the attention of those looking for excellent content for their audiences. Once you’re on their radar, your message can be amplified to a larger audience you’ve never had access to before.
Collaboration: Partnering for Greater Impact
Why go it alone? There’s strength in numbers. Partnering with other organizations—whether fellow nonprofits, schools, community groups, or businesses—can multiply your impact. Co-hosting events, collaborating on campaigns, or partnering with local businesses gives you access to supporters who may have never heard your message.
Take the collaboration between DonorsChoose and Google, which brought funding and attention to classroom projects nationwide. For a small to medium nonprofit, these collaborations can be incredibly impactful. Co-hosting an event, collaborating on a campaign, or partnering with a business gives you access to supporters while they gain access to your members.
Thought Leadership: Content Marketing Without the Ego
Sharing your expertise can establish your nonprofit as an authority. Whether through blog posts, videos, or webinars, creating valuable content positions your group as a leader, even in crowded spaces. Charity:Water does this brilliantly, weaving emotional stories of clean water access into everything they publish, from blog posts to social media updates.
For your nonprofit, consider sharing behind-the-scenes stories, advice on relevant social issues, or insights from your fieldwork. By becoming a go-to resource, you build trust and engagement with potential supporters who may eventually donate or partner with you on future projects.
SEO Optimization: Getting Found Online
The internet can feel like a vast void where your nonprofit might easily get lost. SEO (Search Engine Optimization) is essential to ensuring your website ranks high when people search for topics related to your mission. Clean structure, the right keywords, and regular updates help search engines like Google recommend your site to users.
Depending on your site’s hosting, you can use plugins, tools, and extensions to track how it’s viewed. Google Analytics is especially useful for determining how people access and engage with your work. Leaning into commonly used channels or themes that resonate with web users can increase traffic, donations, volunteerism, or data gathering.
Alumni and Testimonials: Let Others Tell Your Story
Few things are as powerful as testimonials from those you’ve helped. Featuring beneficiaries or volunteers in your marketing lets others speak about how your work has impacted their lives. These stories work as reviews—potential donors are more likely to give when they hear directly from those whose lives you’ve changed.
Gather similar stories from your supporters. Why do people donate? Let them share why they feel your organization is essential; you may find others agree with their reasoning. Whether through video clips, written testimonials, or social media shoutouts, letting others tell your story creates an authentic narrative that resonates with new supporters.
Email Marketing: Connecting Directly with Donors
Email marketing is a direct way to keep supporters informed and engaged. Done well, emails can drive donations, promote events, and strengthen connections with your community. Newsletters are ideal for building an online community beyond your local network.
Each email should have a clear purpose—whether sharing a success story, announcing a new goal, or simply saying thank you. Segmenting your audience, even if small, ensures you deliver the right message to the right group.
Transparency and Reporting: Showing Donors the Impact
Transparency builds trust. Donors want to know where their money goes, and clear financial reports and regular updates provide peace of mind. Habitat for Humanity excels in this area, sharing detailed reports on their fund use, complete with data, visuals, and personal stories illustrating their impact.
Emails, newsletters, or your website can keep donors and potential donors up-to-date, fostering consistent, clear relationships.
By combining these strategies, you can grow your nonprofit’s visibility and, more importantly, its impact. Defining your brand and speaking in a specific, thoughtful voice to your constituency will go a long way in ensuring that you shine in this crowded nonprofit landscape.
Remember, it’s not just about being seen, but it’s about being trusted, being respected, and being supported. Good luck!
At The Barrow Gang, we’re passionate about helping nonprofits reach their full potential. Whether it’s strategic planning, board growth, or fundraising, we have the tools to support your mission. Schedule a free 15-minute consultation to share what you’re working on and discover how we can help make your vision a reality.
For my fiction lovers, I’ve compiled the entirety of The Devil’s Road: Part 1 into a single post for quick access to each chapter in order. Share with friends and enemies alike!
