Does your nonprofit have only a very limited spend that it can dedicate to marketing? Consider utilising some of the following strategies to increase the reach  of your messaging without breaking your budget!

Use data mining to improve your understanding

Examine your relationships among your existing volunteers and donors to learn as much as you can about your supporters. Can you identify any patterns? Use this information to create leads for your nonprofit stories that will connect with your prospects. Segment your lists and create personas to represent the various types of your supporters and what appeals to them to help you improve your messaging.

Repurpose existing content in new ways

Do you have a lot of great content already on your site? Breathe new life into it, while reducing the time and expense that it would take to create entirely new posts. Try repurposing a great blog post by presenting it in a new way. For example, you might condense the information and use visual aids to represent complex details to make it easier to understand. Try looking at some of the human-interest stories on your blog and presenting them from a new angle or post a photo essay or shoot and post some video that illustrates a story that you’ve already shared in the form of an article.

Record it live

Facebook now offers Live video options, while Periscope and other providers offer nonprofits a way to host live videos where you can interact with your supporters in real-time. Consider using one or more of these options to cover your next special event, or, give your supporters a more in-depth, insider view on what goes on behind-the-scenes at your nonprofit. Even a Q&A with a volunteer or other key member of your organisation is a great way to convey the importance of your work, in a more interactive, and emotionally satisfying way for viewers that will increase the reach of your messaging. Twitter chats are another way to interact with supporters in real-time, helping you to discuss issues that are important to your target audience while strengthening your relationships with key influencers!

Offer guest blogging spots on your website

Allowing thought leaders the opportunity to create and post articles on your NFP blog is a great way to expand the reach of your messages. This will interject an exciting new “voice” that can help shake things up and increase interest in your other content!

Conduct a poll or host a contest

Everyone enjoys recognition, and most of us like a good competition that gives us a chance to win something, without being impossible to win. Increase supporter interest about your blog by asking their opinion in a poll or offering a chance to win customised swag or other perks in a contest on your site! Partner with third-party vendors to sponsor the prizes in exchange for some free advertising on your site to further reduce your costs!

Don’t forget to use analytics

Keyword research, utilising trending topics and using “white-hat” or beneficial links within your posts makes it easier for you to create content that will appeal to your target audience. This will also make it easier for search engines to find your content and rank it highly in their search results. A/B testing and other analytics can show you what types of posts most appeal to your supporters, so that you can give them the content that they want to see, ultimately improving your results.

Tweak the emails to reach supporters

With the explosion in popularity of social media, you might mistakenly assume that people are abandoning email as a form of communication. Yet, it remains the most frequent activity conducted by mobile phone users, with nearly half of all emails being opened on a mobile platform. Personalise your subject line and send your emails on Monday to improve the odds that it will be opened and read.

Make the content of your email easily shareable on social media channels to improve the reach of the messaging it contains and limit the number and size of any images you include in the email so that it loads easily. Make sure that font sizes and types will be easy to read on mobile platforms. Also, don’t forget to include buttons in your call to action, so that the reader can donate, volunteer or advocate for your cause with one click, tap or swipe for the best results.