How Nonprofits Can Reach Wider Audiences to Increase Awareness



For decades, nonprofits have typically received donations directly from the community within which they operate. Local giving has been the backbone of this industry, actively fostering more interest due to the domestic nature of the cause. Yet, as we move into the digital age, the visibility and awareness brought by technology to the nonprofit sector is rapidly beginning to change.

Currently, 31% of donors worldwide give to causes that are outside their home country. Technology, social media and geography-independent marketing have allowed nonprofits to radically increase their awareness. In this article, we’ll turn to the top three strategies that are facilitating this change in nonprofit visibility.

go into virtual space

Social media is one of the most powerful tools that nonprofits have. Rather than being limited to just a geographic area of ​​operation, social media allows nonprofits to broaden their horizons and reach a larger audience.

In fact, in modern times, 31% of all new donors are found directly through social media. This is a figure that continues to grow as the industry grows with more emphasis placed on these social channels. If your nonprofit isn’t already taking advantage of social media and online media marketing, you’re missing out on a third of potential donors.

Social media is also a broad market that you can enter because it is made up of many different platforms. While a few major sites like Twitter and Facebook come to mind, there are many other platforms that you can take into consideration. By creating profiles on several different sites, you can increase your visibility in this market overall.

Technology breaks down geographic barriers for nonprofits, prompting organizations to expand globally. Over time, as people come into contact with your nonprofit through many different means, you will be able to increase awareness and bring in new donors to your cause.

Make collaboration a central pillar of your nonprofit

All non-profit organizations are actively working towards a certain cause. Whether it’s a humanitarian, ecological, scientific, or literary pursuit, your organization is striving to generate visibility and financial contribution. Despite the two nonprofits potentially operating in separate micro-industries, this common charitable pursuit brings them all together.

Instead of working in a vacuum, making collaborations with other nonprofits a core part of your offering can help bring more awareness to each party involved. There are several ways to prioritize collaboration:

  • With other nonprofits Teaming up with other nonprofits is a great way to push the limits of all your efforts. You are giving your organization access to an entire pool of new volunteers, donors and community members. This is a mutually beneficial strategy where absolutely everyone wins.
  • With new customers Business related benefactors are a great way to raise financial support for your organization. Reaching out to notable companies in your field, or ones that align with your goals, can make useful connections for your nonprofit.
  • with the volunteers If someone is already volunteering at a nonprofit, they may be the kind of person who easily gets behind causes. By finding out about their motivations and interests, you will be able to see if they would extend their services to your nonprofit.

When reaching out to new potential customers, partners, or other nonprofits, always emphasize how you can help their organization. When you work in a charitable sector, not everyone will have the same drives and goals as you. That’s why it’s important to demonstrate what you can do for them before demonstrating what your nonprofit will gain from this collaboration.

Where possible, network through in-person events

While technology has become a driving force for adoption and continued giving to nonprofits, there is much more to the industry than just the digital space. In-person events are still a great way to get to know your donors, make meaningful connections, and meet high-profile potential future contributors.

In addition to hosting your own in-person events, another way to use this strategy to increase awareness of your non-profit is by going to events within your geographic area. Most of the time, the upper members of a nonprofit will be spread over a geographic area. With this general structure, you’ll have plenty of opportunities to attend events in different cities.

Contacting your city officials will provide an easy way to find information about fairs, charity events and other upcoming non-profit events. From there, you’re able to participate in these programs, and potentially find new volunteers or donors for your own nonprofit.

Remember to be respectful during these events, you don’t want to hijack someone else’s event. However, you still have the opportunity to socialize with other attendees, find out about their interests, and potentially build relationships that will be useful at a future date.

If you’re the event host, make the most of the time you have to meet in person with each relevant member of your nonprofit. You’ll be able to use this time to strengthen your relationships with donors, build rapport, and learn more about people’s future goals or ideas for your organization.

Years after the pandemic, we have all become somewhat addicted to Zoom meetings. Let your in-person events break this habit. Face-to-face interactions are more effective when trying to raise awareness and build additional support for your nonprofit organization.

final thoughts

While technological advances and expansion have been the driving force of the nonprofit’s rise, they are not the only factors at play. As a nonprofit builds social bonds with other groups, attends events in person, and makes an active effort to connect with its donors, its visibility begins to grow.

Still, without a doubt, online marketing and digital strategies are the most effective way to increase awareness of a nonprofit. As we adjust to working within this digital age, viewing this digital marketing field as a site of opportunities is the path to success.




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