From personal to professional, COVID-19 has shaken up our worlds. No one has been left untouched, especially in the nonprofit sector. The challenges of the pandemic have been more pronounced for some non-profits than others, though.
Why?
Because so many nonprofits are still stuck in the 90s! It’s unfortunate, but it’s the reality many are facing. They’re still using paper and pen instead of technology. They’re still highly dependent on face-to-face fundraising, marketing, and branding.
Now more than ever, a functional and good looking online presence is SO important.
Now more than ever, using online services and technology is critical.
Now more than ever, being quick to adapt is a vital skill.
When so many nonprofits are struggling to switch to digital, the organizations that’ll survive and thrive are the ones I call the “New Generation Nonprofits.”
They’re the ones that take advantage of technology for marketing for nonprofits, branding for nonprofits, online AGM meetings, admin tasks, and more. Plus, these New Generation Nonprofits are flexible, which means they can more easily adapt to changes and overcome challenges. This makes them way more resilient.
If you want to be a New Generation Nonprofit leader, here are the three shifts you need to take right now, so you can pivot your brand after COVID-19.
Shift #1: Nail your message
Go from being unheard to standing out!
It’s all about creating messaging.
What’s messaging in the nonprofit sector? It’s what you stand for and how you’re perceived in your market.
For example, “We help raise funds to eradicate X disease in Canada. To date, we’ve raised $XXXX to fund X type of research.”
Your supporters can’t know what you stand for (and what you stand against) unless you shout it from the (digital) rooftops. And if they don’t know, why would they support you at all?
Your elevator pitch
Your mission and values should be intertwined with your brand. When people see your logo or your name, they should immediately think, “Oh yeah, they’re fighting homelessness in Alberta!” or “Oh yeah, their environmental policy action is helping to save endangered bats in Canada!”
To connect with your audience, start by creating an elevator pitch: How would you explain your nonprofit, what you do, for whom, and why if you had less than 30 seconds?
It’s critical to train your staff and volunteers on your elevator pitch, so they can succinctly share your message with the world, too. If you took a survey right now, you’d probably be surprised how many different versions of “what we do” exist in your organization (and some might not be the most accurate, either). So, this step is important.
Sharing content on social media
Nailing your message also means posting relevant content on social media that aligns with your brand (that’s the key).
First things first, stop sharing content that no one wants to see. Sharing a ton of free content online just isn’t going to help you stand out. I’ve worked on over 500 nonprofit projects, and I can tell you that many people think messaging and content are the same thing. But the thing to know is that content does not equal message. Content is simply the vehicle that helps you deliver your message.
So, before you post another cat video, create key messages about your nonprofit first. Only then should you create social media content that aligns with those key messages. Only then will you stand out and truly communicate online.
When talking about the results of your programs, for example, tell a story and show a real transformation rather than just listing off the benefits.
For example, rather than just saying “We help new immigrants learn ESL and find work,” try “We’ve helped X number of immigrants feel confident in their language skills and feel like valued community members who can support themselves and their families.”
The content you create should prove your message — use video to your advantage and transform your messages into emotional stories.
Just look at nonprofit executive director Monica Morrison. Instead of just asking for donations (bleh), she vowed to shave her head if Albertans helped her surpass her goal of $10,000 to fund programs for the Golden Circle Senior Centre! She stood up for her cause in a fierce way and stood out in the media because of it. Now THAT’S how you do it, folks.
Shift #2: Simplify, automate, and go digital
You shouldn’t be spending the majority of your time on administration tasks, nor is that where you want to be spending all your time.
Start focusing on what matters instead by automating those administrative time-suckers.
Now is the time to finally shift to digital and take advantage of technology.
Consider:
Which tasks can be simplified?
- Do you REALLY need to be posting on social media twice a day, every day, if the content isn’t really adding any value?
Which can you automate?
- Can you schedule those blog posts and social media posts in advance to save you time?
- Can you adopt bookkeeping software, customer relationship management (CRM) software, or marketing automation?
- Can you automate onboarding of volunteers and staff by documenting your process, and creating videos that explain what to expect and what the requirements are?
Take your website seriously
These days, your website is going to be your #1 advocate, supporter, fundraiser, and marketer, so it’s time to invest in it. You can’t afford not to in this digital age we live in. Just last week we got a phone call from one of our long-term nonprofit clients because their website and logo have a 90’s feel and need a current and modern look. “Since COVID,” they said, “we are utilizing online services more than ever and would love to have a great online presence.” Here is the thing: re-branding the organization was on their to-do list for over 5 years but the funds were not available. Now they feel like they don’t have a choice anymore. Staff is stepping up because the functionality of the website doesn’t reflect their needs.
Now, there are different options on creating a new website. But I need to tell you that designing a website is not just done with downloading a template. If you’re not super tech-savvy or design-savvy, and if you’re not a great writer (let’s be honest, most of us aren’t!), then a DIY website might not be the way to go.
Outsourcing your website tasks to the experts can help you not only save time but also create a website and content that actually stands out in the sea of bland DIY nonprofit websites. They know the trends and best practices to help you get more supporters and donations online, such as how to create an easy one-step donation page and how to set up your fundraising options on your social media pages.
Remember: Your website is a reflection of your organization.
Shift #3: Build real relationships and collaborate
New Generation Nonprofits know that being stuck in the trenches can limit their opportunities. So, they make it a priority to spend time and effort building real and authentic relationships with their supporters.
For example, instead of just sending email after email for the sake of sending X emails out per month (that end up being perceived as spam), they ask themselves what their donors and supporters really want to hear first. They put in the time to make them feel a part of the organization’s success. A Better World Canada is a great example of collaborating with their donors. They make it best practice to feature their donors on videos where they explain why they support their cause.
New Generation Nonprofits also build partnerships and collaborate with other associations and local change makers to create a bigger impact. Once you have your messaging nailed down, define the kind of people that would support your cause and why, and then connect with them to brainstorm how you can collaborate.
If you want to be a New Gneeration Nonprofit leader, start by making these three shifts to pivot your brand right now. Need help getting started? Book a 30-minute strategy call with me for branding expertise and advice.
Kerstin Heuer is the co-founder of Non-Profit Today and creator of the 5 Pillar Social Media Content System and Brand to Impact, the branding program for small non-profits. Since 2008, she has used the trifecta of branding, marketing, and design to help nonprofits communicate the heart of their organization, connect with their audiences, and achieve their missions. With over 25 years of industry experience and lessons learned from work on 500+ non-profit projects, Kerstin is skilled in collaborating with NPOs to make sure they have a clear message and the traction they need to spread it. Connect with her on LinkedIn or email her at kerstin@non-profit.today.
