In the US, there are more than 1.5 million non-profit organizations. It can be competitive trying to reach your target audience, so you should try to give your marketing campaigns an edge.
One way to make your non-profit stand out is by showing the face behind the organization.
When you integrate your personal branding into your marketing campaigns, it can have a positive impact. When your audience knows that you’re a real person with similar interests to their own, they’ll be more likely to support your cause.
So, how can you use your personal brand to support your non-profit marketing strategy? We’ve got you covered.
Before you start, you’ll need to think about your personal brand. Your personal brand is your professional identity and reputation. What makes you unique? What are your values and goals? Are you an expert on a particular topic?
Your personal brand should be genuine, positive, and consistent. Once you've defined your story, you should repeat it over and over.
Let’s take a look at someone with a strong personal brand. Elon Musk is known for his futuristic thinking, innovation, and passion for electric vehicles and space travel. He’s a hard worker, entrepreneurial, and wants to reduce the world’s reliance on fossil fuels. His quirky personal brand is one of the reasons why his companies are so successful.
And, he uses his profile to share news about SpaceX and Tesla.
When using social media, you should try to find ways to stand out. Keep an eye on visual trends to make your feed more appealing, and play around with eye-catching digital illustrations and graphics. And, you can use relevant hashtags that tie your personal brand to your non-profit.
You can build your personal brand by showing your audience who you are on social media. Start with your profile photo icon- a profile picture maker can help you create a clear and professional looking image. Edit your bios to include information about your qualifications but don’t forget to show your personality!
Once you’ve started building your personal brand, you can start customizing your marketing campaigns.
Non-profits often focus on email marketing because you can send personalized messages directly to your fans' inboxes. Of course, you should always address your emails to the recipient and make sure there are no spelling mistakes. And, you’ll need to add a catchy subject line.
But, how can you add your personal branding to your emails? Instead of a generic email address such as email@example.com or firstname.lastname@example.org, your emails can come from you. For example, it could be email@example.com.
Next, you can include a personal message with “Warm regards” or “Sincerely” with your name underneath.
Here’s an example from Save the Children. It’s addressed “Dear John,” and ends with “Sincerely, Carolyn Miles.” Plus, Carolyn has written the email in the first person, with her own personal thank you.
As you can see, the balance between non-profit and personal branding is the perfect mix. The focus is still on the Save the Children charity, but it’s not a faceless organization. The CEO is a real person with an obvious passion for their work.
You can add your personal branding to your non-profit marketing campaign with video. This media type is here to stay, and 86% of marketers use video to enhance their campaigns.
When you promote your non-profit organization with video, your face can be on screen. You can tell your audience about the good work you’re doing and give them an insight into how it all started.
Let’s say your non-profit provides clean drinking water to disadvantaged communities. Your video can highlight the progress you’ve made and give examples of how you’ve helped. And, as the face behind the organization, you can be the narrator.
When creating videos, try to keep them consistent and add a call to action at the end. For example, you can add your website so that viewers know where to go next.
Your videos should be informative and engaging. Make sure you target them to the right audience. For example, a younger demographic will be more likely to appreciate a cheeky sense of humor. A sophisticated audience may prefer a more compassionate approach.
Remember to share your videos to all of your social media profiles.
When you do your research, you’ll look at your competitors. But, you can also get inspiration from other sources.
Your organization is a non-profit, but that doesn’t mean you can’t look at successful marketing campaigns from popular companies.
You can look at these SaaS examples to inspire your landing pages. If you are directing users to a specific page, include a personal message.
And you can check out how influencers use their profiles to promote their brands.
Tiff Hall has a personal fitness brand with exercises, clothing, and accessories. What sets her workout program apart from other trainers is that her personality is aligned with the vision of the brand.
Her face is included in all marketing, from the homepage to emails to Instagram ads.
Remember, even if you’re not in direct competition with a brand, that doesn’t mean you can’t be inspired by it.
If you’re searching for inspiration, look for a similar audience to your own and put your own unique twist on your campaigns.
Collaborations and partnerships can help to enhance your non-profit marketing campaigns. When you have a strong personal brand, it’ll be easier to make new connections. Hopefully, these connections will be as passionate as you are and spread the word about your organization.
You can invite influencers and experts to appear alongside you in your campaigns. This works particularly well for video because you can have a natural conversation or interview. You can also ask influencers to appear in your photography.
If you truly care about your cause, it'll come across in your marketing. Your campaigns will be more genuine, and your enthusiasm will be contagious.
When you include other high-profile people in your promotions, they can share the news with their following. The result could be a bigger audience reach, with the potential to grow your non-profit.
Who should you invite to collaborate? They’ll need to be people who align with your cause and want to support it. Their personal brand should be similar to yours.
For example, if you’re raising money for animal welfare, you could collaborate with a veterinarian or someone who owns rescue dogs.
If you want to enhance your non-profit marketing campaigns, consider using your personal brand. First, you’ll need to decide what story you want to tell. Your personal brand should be genuine and reflect your interests.
Email marketing will likely be an important part of your promotional mix. You can add a personal touch with a note that’s signed with your name, so subscribers know there’s a real person on the other side of the screen.
Video has become the norm in marketing, and for good reason. You can create your own video content and tie your story to your organization’s vision.
It’s not just your personal brand that matters. You can collaborate with influencers and experts to create more engaging campaigns.
Don’t forget; inspiration can come from anywhere. You don’t only need to look at your competitors to uncover new campaign ideas.
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