25 Nonprofit Marketing Tips From John Haydon

Blog August 3, 2017 By Kevin Wolfe

Recently DonorDrive and Top Nonprofits held a series of webinars with nonprofit marketing guru John Haydon. These are now available on-demand and give you the inside scoop on marketing for your organization:

• How to Grow Your Nonprofit’s Community on Facebook 
• Content Marketing Strategies for Nonprofits 
• The Dos and Don’ts of Email Marketing for Nonprofits 

From these webinars, we’ve created a list of John’s best nonprofit marketing tips.

From: How to Grow Your Nonprofit’s Community on Facebook

1) Stay active on Facebook. It’s still the largest social channel for communication and engagement. (90% of social donations in DonorDrive come through links in participants’ Facebook updates.)

2) Configure your Facebook page to allow people to post videos and photos. These can increase engagement and reach.

3) Use your cover image on Facebook to promote your brand or event. This is the first thing people see when they come to your page, so use it to make them aware of the most important thing you have happening at the moment. Make sure you include date and key details for events.

4) Pin your most engaging post to the top of Facebook. Change it out regularly so they don’t see the same post each time they visit.

5) Use built-in analytics tools on Facebook. They’re free and offer great insight into what your supporters engage with most.

6) Make your supporters feel amazing by praising them. Facebook is ideal for shout-outs to your supporters and sponsors.

7) Post your success stories on Facebook. These increase donor retention and remind supporters of the impact they have.

8) Engage supporters with Facebook Live. Share the recording via posts, email, newsletter, etc.

9) Use Facebook ads to focus on promoting event participation and building your email list. Don’t be tempted to ask for donations here. Email is a more effective channel for that.

10) Boost top-performing posts. They’re proven to be the most engaging and the most likely to catch the attention of future supporters.


From: Content Marketing Strategies for Nonprofits

11) Develop effective content. It should be useful, practical, relevant, timely, easy-to-consume, findable, non-intrusive, engaging, unique, trust-building and device-agnostic.

12) Make your content trackable with UTM tags in Google Analytics. This way you know what’s popular and how your supporters arrived at your content.

13) Survey your donors and volunteers to understand preferences. Find out what topics they’re interested in, how often they like to receive emails and why they unsubscribe.

14) Analyze your most successful emails. Note which have the highest open rate, which links have the highest click rate and which topics or stories are their favorites?

15) Develop your stories. Storytelling is not stats, news, milestones, bragging, or educating. Storytelling is visual, emotional, relatable, actionable, sharable, and personal.

16) Incentivize sign ups and event registration. For example, if they sign up before a certain date they get entered into a raffle.

17) Make supporters feel special and thank them. They want to know that they’re making a difference.


From: The Dos and Don’ts of Email Marketing for Nonprofits

18) Create urgency in your subject line. Use phrases like “Don’t miss out.”

19) Make your emails about your supporters, not your organization. Here’s an example: “Thanks to you…”

20) Encourage signups through evocative language. Rather than say “Join our list,” use “Get action alerts”, “Stay in the know” or “Get the inside scoop delivered right to your inbox.”

21) Ask for donations with meaningful calls-to-actions. Say more than “Donate now.” Use language like “Stop world hunger” or “Give clean water.”

22) Send an email to event participants the day after. Include pictures from the event, a “thank you” and a “here’s what’s happening next” message.

23) Split-test your email message. Create three subject lines to see what works and what doesn’t.

24) Get permission before you subscribe people to your email list. You’ll have a higher open rate and be less likely to find your email dumped in with spam.
25) Segment your email list. Don’t send the same email to everyone in your database. Participants donors and volunteers are not interested in the same thing. Send the right content at the right time to the right people.

25) Segment your email list. Don’t send the same email to everyone in your database. Participants donors and volunteers are not interested in the same thing. Send the right content at the right time to the right people.


With these powerful tips, we’re just barely scratching the surface of all the advice John gives in these webinars. Click a button above to watch a replay now.