Digital Marketing: Conveying Your Nonprofit's Brand Online

Digital Marketing: Conveying Your Nonprofit's Brand Online

With more fundraising efforts shifting online during the current pandemic, it may be time to rethink your digital marketing strategy. An effective digital marketing strategy enables your organization to quickly raise awareness for your mission and grow a strong foundation of supporters. In short, a strong online presence is paramount for organizations of all sizes, but navigating the online landscape can be difficult—especially for newcomers.

Before you can jump into online marketing, your team needs an end-to-end, comprehensive digital marketing plan. Start by defining your core message. That is, what do you hope comes to mind when your target audience thinks of your nonprofit? By determining this first, you’ll be well-equipped to develop your brand online. Your nonprofit’s website is a great place to begin, because it best represents your brand. From there, you can build out your digital marketing strategies.

Distinguishing your nonprofit from others online can be the defining point of success for your organization. As you embark on your digital marketing journey, keep these best practices in mind:

  1. Experiment with storytelling.
  2. Expand to social media.
  3. Maintain consistency across all channels.

Creating a digital marketing strategy can certainly seem intimidating. However, with the right technology in place, you can streamline the process and effectively convey your brand online. Take a look at Morweb’s list of best nonprofit websites to get a good sense of how the right content management system can help your organization. Then, focus on the above best practices for effective digital marketing.

Ready to boost awareness for your cause? Let’s dive in!

Experiment with storytelling

Storytelling is a reliable technique to engage readers. When used effectively, it can capture their attention and motivate them to support your cause, even if they were originally only browsing your content.

Whether you’re a humane society or a community outreach organization, storytelling can go a long way in communicating your cause’s brand and impact. Try out these strategies to inspire supporters:

  • Understand your audience. Oftentimes, nonprofits don’t fully understand their audiences. To resolve this, conduct substantial prospect research using these actionable tips from Double the Donation so that you can determine the best way to appeal to readers. From here, center your narratives around specific people and then help your audience connect to those individuals. As the storyteller, it’s your job to reveal the connection between your audience and your narrative’s protagonists.

  • Find a new perspective. Keep readers engaged by telling stories through different points of view. This could be through your donors, volunteers, or even your organization’s beneficiaries. You can tell the same story in many different ways, so get creative and give different advocates a platform to use their voice.

  • Be authentic. Not every story has a nice, tidy conclusion, and that’s alright. Life rarely allows us to wrap things up neatly. When constructing your narrative, aim to communicate your desired outcome or how the problem is being addressed. Don’t hide the difficulties or challenges you’re facing. People don’t need (or necessarily even want) easy endings. Rather, they want authenticity.

  • Drive traffic using powerful calls-to-action. When prospects are motivated to support your cause after reading one of your emotional stories, CTAs tell them exactly what their next step is. CTAs maintain momentum built from your story and enable you to funnel users to high-value pages, whether that’s your donation page, volunteer sign-up form, or event registration page.

From composing blog posts to writing event descriptions to crafting your email newsletters, storytelling is one of the most effective digital strategy tips you can use. By showing your organization’s work in action and proudly displaying your accomplishments, you’ll effectively convey your impact, and this may be just what you need to spark prospects’ interest!

Use impactful visuals.

We’ve all heard the phrase “a picture’s worth a thousand words,” but how does this pertain to your organization’s marketing?

Instead of relying solely on your words, incorporate images to actually show your organization’s impact. Compelling imagery can be your ticket to establishing an emotional connection with your readers. Keep the following best practices in mind when selecting and incorporating your images:

  • Feature your own images. Generic stock images won’t fully engage supporters. Instead, use pictures and videos that you’ve taken of individuals who are directly involved in your work. Photos of real people are better for evoking emotion and can add value to your content.

  • Regularly update images. Updating your images and videos regularly signals that your content is recent and that your organization is actively engaged online. For your website, an easy-to-use content management system (CMS) allows you to quickly make these updates and design your pages in a way that stands out.

  • Be strategic. While images are a wonderful engagement method, too many images will work against you by slowing down your page load speed. Not to mention that a cluttered page can distract readers and make it more difficult to comprehend your message. Instead, use images strategically as a way to support your narratives and break up large sections of text.

When used effectively, images help readers absorb the content that’s in front of them. Starting with your website, choosing a CMS that enables the easy addition and manipulation of multimedia will help you capture your audience’s attention.

Expand to social media.

Regardless of how you feel about social media, you can’t deny its immense impact on the nonprofit fundraising space. In fact, 39% of millennials and 33% of Gen X donors find social media to be the most inspiring platform for donating.

With limited budgets, nonprofits have to proactively engage with supporters to secure funding and expand their reach. That’s why developing a strong social media presence is an important consideration for your organization. Engaging with your audience online is a fantastic way to spread the word about your cause, encourage giving, and strengthen support overall.

Social media can be a powerful tool, but only when it's used effectively. Like any marketing initiative, social media reaches its full potential only when you create a plan and stick to it. To start developing your digital marketing strategy, determine which platforms your supporters are using, and then create accounts on those apps. From here, implement the following best practices to effectively spread the word about your mission:

  • Share important updates. Social media is a great way to quickly disperse information. Be sure to consistently update supporters if major announcements or changes occur. For instance, if you’re having to suddenly shift your upcoming events to the online space, quickly spread the word by sharing updates on your virtual event registration page and on each platform.

  • Interact with followers. An effective social media strategy involves more than crafting well-written posts. Your team should interact with supporters by actively responding to their comments so that you can connect on a deeper level. They’ll appreciate that you took the time to respond, which can help nurture the relationship you’re working to build with them.

  • Post consistently. Instead of abandoning your social media for weeks at a time, develop a regular posting schedule, whether that’s once a week or every day. Thanks to modern marketing tools, you can easily share content across all platforms, which makes updating each of your accounts much simpler. Keep looking for new opportunities to share content from your website so that you can funnel readers back to your high-value content, such as upcoming events or fundraising initiatives.

Once you’ve created a solid social media strategy, you should ensure your CMS enables social media sharing. That way, your blog’s avid readers can share their favorite content with their personal networks and further spread the word about your good work. Not only will this help you grow your audience, but it will also help you engage with current supporters.

For an in-depth look into more social media best practices, check out these actionable tips. By taking a proactive approach, you’ll effectively convey your brand on social media and fully engage supporters.

Maintain consistency across all channels.

Maintaining brand consistency across all communications shows the biggest impact in your fundraising efforts. When you’re consistent, supporters will come to recognize your organization, which can help them connect with you and instill trust. While your website presents the largest opportunity to convey your brand, it’s important to keep up the hard work across all channels.

To remain consistent in your branding, consider the following tips:

  • Clearly display your logo. Your logo embodies your brand and can provide supporters with instant and powerful recognition of your organization’s work. From your organization’s social media accounts to each page on your website, make sure your logo stands out.

  • Use consistent visual elements. With each piece of content you produce, maintain visual consistency. This means using similar colors, fonts, imagery, and layouts. A good CMS will allow you to incorporate these elements on your website. Use customizable templates to set the font and colors for each page, making the design process much easier.

  • Define your voice. A strong voice and tone enable you to relate to your audience. When you establish a consistent communication style, your audience will come to recognize your messaging instantly. In short, developing a unique voice can differentiate your nonprofit from all of the other organizations out there.

These simple tips enable you to accurately reflect your brand across all of your messaging. Start with your website, then build out your strategies from there. Use a CMS platform that allows you to fully customize the look and feel of your content so you can do exactly that. To continue your research, explore this nonprofit website design guide for more actionable tips on conveying your mission online.

The digital marketing world is constantly evolving, and it can be difficult to keep up. Without a coherent and unified digital marketing strategy, you won’t be able to effectively convey your brand and secure the support you need to achieve your mission.

Now that you know several ways to grow brand awareness online, start rethinking your digital strategy. By dedicating time to developing your brand, you’ll stand a much better chance at connecting with your audience and boosting supporter engagement. Leverage the above best practices, and you’ll be well on your way to spreading the word about your cause online.


The digital marketing world is constantly evolving, and it can be difficult to keep up. Without a coherent and unified digital marketing strategy, you won’t be able to effectively convey your brand and secure the support you need to achieve your mission.

Now that you know several ways to grow brand awareness online, start rethinking your digital strategy. By dedicating time to developing your brand, you’ll stand a much better chance at connecting with your audience and boosting supporter engagement. Leverage the above best practices, and you’ll be well on your way to spreading the word about your cause online.


Special thanks to Murad Bushnaq, the Founder and CEO of Morweb for his expert advice. Since its inception in 2014, Murad has acted as Creative Director and Chief Technologist to help nonprofits spread their vision online through engaging design, intuitive software and strategic communication.