No-Nonsense Marketing and Public Relations for Nonprofits With Leslie Smith. Nonprofit MBA 8.7

Marketing strategies for nonprofits don’t have to be complicated or expensive. The key thing is to focus on clarity, consistency, and connection. Make sure your message is strong, use the right tools to amplify your voice, build relationships with media and supporters, and measure what matters. Most importantly, don’t get caught up in trying to do everything at once. Choose one or two marketing strategies that align with your nonprofit’s goals, and start there. In today’s podcast, Leslie Smith from McCormick L.A. Public Relations and Stephen Halasnik from Financing Solutions discuss no-nonsense marketing strategies and public relations for nonprofits.

Marketing Strategies and Public Relations for Nonprofits

Marketing and public relations often sound like corporate jargon, something only big brands and companies need to worry about. However, just like those big companies, these tools are just as critical for nonprofits. The problem is that many nonprofits either overcomplicate their marketing efforts or ignore them altogether.

The truth is, you don’t need a massive budget or a dedicated marketing team to make an impact. What you need is a no-nonsense approach, one that focuses on what truly works without wasting time or money on fluff.

Start with Clarity: What’s Your Core Message?

Before you jump into marketing strategies, take a step back and ask yourself: What exactly are we trying to say? Many nonprofits struggle with messaging because they focus too much on what they do rather than the impact they create.

For example, if your organization provides educational resources to low-income students, that’s great, but why does that matter? Instead of simply saying, “We provide educational resources,” you might say, “We help students escape poverty through education.” That shift makes your message more compelling.

You can think of it this way: If someone only remembers one thing about your nonprofit, what should it be? Your message should be simple, emotional, and easy to repeat.

Make Social Media Work for You 

Social media can feel overwhelming, especially if you need to be active on every platform. But the truth is that you mustn’t be active on every platform. The key is to focus on where your audience is most engaged.

For instance, if your nonprofit relies on donations from individuals, Facebook and Instagram are great places to be, since they allow you to tell visual stories and connect with supporters. On the other hand, if you’re looking to attract corporate sponsors or professional volunteers, LinkedIn is a better fit. And if you have compelling video content, YouTube and TikTok can help amplify your message.

The trick is using social media strategically, not haphazardly, for your nonprofit. Instead of posting every day and hoping for the best, plan your content in advance. Free tools like Meta Business Suite (for Facebook and Instagram) or Buffer can help you schedule posts so you don’t have to be glued to your phone 24/7.

Utilize Free and Low-Cost Marketing Tools

One of the biggest misconceptions about marketing is that it requires a big budget. Whereas in reality, there are plenty of free and affordable tools that can help you reach more people.

Google offers a program called Google for Nonprofits, which gives you free access to Google Ads, allowing you to run ads without spending your own money. Canva is a fantastic tool for designing professional-looking graphics, and Mailchimp allows you to send out emails to your supporters without any cost (if you have a small email list).

Many nonprofits also tend to underestimate the power of local media. Journalists and bloggers are always looking for meaningful stories. Hence, instead of just sending out press releases about events, build relationships with local reporters. Offer them exclusive interviews with your leadership team or the people you serve. Finally, learn to tie your nonprofit’s work to timely issues like a national awareness month or a trending topic in your community.

Why Email Marketing Strategy is Still King for Nonprofits

Social media is useful, but at the end of the day, you don’t own those platforms. If Facebook suddenly changed its algorithm, your reach could drop overnight. That’s why email marketing strategy is still one of the most powerful tools for nonprofits. So, as much as you engage your targets on social media, you must back it up with enticing emails.

Therefore, if you haven’t already, start building an email list. Remember that you don’t just collect emails, you must nurture your list with meaningful content. Keep your emails short, engaging, and focused on storytelling. Instead of sending generic updates, share a powerful story of someone whose life has changed because of your nonprofit. Give people a reason to open and read your emails.

Another common mistake is bombarding people with donation requests without offering anything in return. People are more likely to give when they feel a personal connection, so mix in valuable content, it could be insights about your cause, behind-the-scenes updates, or practical ways supporters can help beyond just donating.

Measuring What Actually Matters

Nonprofit marketing strategy without measurement is like trying to navigate a city without a map. Unfortunately, many nonprofits focus on the wrong metrics, such as obsessing over how many likes they get on Facebook instead of tracking things that drive impact.

At a minimum, pay attention to three key areas:

• Website Traffic: How many people are visiting your site, and more importantly, how many are taking action (donating, signing up to volunteer, etc.)?
• Email Engagement: Are people opening and clicking on your emails? If not, your messaging may need some tweaking.
• Conversion Rates: How many people who see your posts or emails actually donate or sign up to help? This is a much more valuable metric than simply counting how many followers you have.

Free tools like Google Analytics can help you track website traffic, while social media platforms provide built-in insights to show you what’s working.

About Our Guest, Leslie Smith From McCormick L.A. Public Relations

Since founding McCormick L.A. Public Relations in 1994, Leslie has written dozens of marketing and promotional plans for local nonprofits and businesses, both big and small. She has orchestrated grand openings, groundbreakings, product launches, and social initiatives that have landed her clients on the front page of daily newspapers and on network news. As a trained facilitator, she has helped leadership teams and volunteers align their vision, refine their strategy, and tackle pivotal challenges with a unified approach. She has taught a Nonprofit Marketing Certificate program since 2011.
Organization URL: www.McCormickLA.com