Over the next several months, we’ll discuss how small to medium-sized nonprofits with limited funding can stand out in a competitive landscape. This week, we’re focusing on how to avoid being Overlooked. It’s a crowded marketplace out there, but if you build systems of engagement into your everyday work, you will find that you can stand out despite your size or tenure.
Thank you for reading this post, don’t forget to subscribe!Last week, we talked about the dreaded Networking and some keys to ensuring that despite your longevity as an organization, you have a full roster of folks who can help you along the way.
“Building a network is essential for the long-term success of any nonprofit. By focusing on board development, attending networking events, collaborating with partners, joining industry associations, and maintaining strong donor relationships, your nonprofit can grow its connections and create opportunities for funding, collaboration, and sustained impact.”
Startup and smaller nonprofits can easily get overlooked in the wide market of not-for-profit work. Established, large organizations have the advantage of not only better financing, but the all important metric of eyeballs on their work. However, by focusing on key areas creating quality content which is engaging while highlighting areas of differentiation, smaller nonprofits can increase their chances of standing out.
Unique Selling Proposition: Highlight What Makes You Different
Don’t let the over use of business jargon scare you. Even your three person, all volunteer group, need to understand some of the basics of getting attention in the market place. One of the most important ways to stand out is by identifying and clearly communicating your unique selling proposition (USP). What makes your organization different from others working in the same space? Is it your approach, your target audience, or the specific impact you deliver? Your USP should be woven into your marketing materials, grant applications, and pitches to donors.
Quality Content: Establish Authority with Valuable Content
I’ll reiterate a point I’ve made several times, creating high-quality, shareable content related to your mission is a critical way to increase your visibility. This work should not be considered, in addition to, but part of, the programmatic work you do day to day. Whether through blog posts, whitepapers, or infographics, content that offers real value can position your nonprofit as a thought leader in your field. High-quality content is not only beneficial for your existing supporters but can also attract potential donors, media attention, and partners.
When we were creating the Murphy Arts District, a $150 Million arts and entertainment district, we worked on monthly construction updates, walking our donors and future patrons through the building process as we were working. It was an easy half hour out of my month, that I was able to share progress. This lead to better engagement once we were open, as everyone who had an interest knew intimate details about the work that had been performed while we were building something we could all enjoy. This leads me to …
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.
Engaging Storytelling: Make an Emotional Connection
In an era of information overload, engaging storytelling is one of the most effective ways to capture attention. Stories have the power to make your nonprofit’s work tangible and relatable. Whether through case studies, videos, or social media posts, telling the stories of the people or communities your nonprofit serves creates an emotional connection with donors and stakeholders. The human connection is the most important element in these stories. Without an personal and engaging storyline, you’ll get lost in the wash.
Community Engagement: Be Visible in Your Community
Social media can be a great activator and first touch for your base, but actively engaging with your local community, both offline, also helps prevent your nonprofit from being overlooked. Participate in local forums and attend community events to ensure you maintain a visible presence. Building relationships with local businesses and community members helps expand your reach.
Celebrate Successes: Share Your Wins
I say this often, but can’t say it often enough. Make a point of sharing your successes with your network. Make it part of the process of your work. Whether it’s reaching a fundraising milestone, completing a project, or receiving an award, these moments help reinforce your credibility and impact. Sharing positive news helps build trust and keeps your supporters engaged.
Visibility in a crowded market place can be difficult, but by focusing on unique selling points, storytelling, community engagement, and consistent messaging, you can avoid being overlooked. Success often comes from creating a strong, cohesive presence and using the right strategies to stay visible and relevant.