Content Marketing Strategies for Nonprofits

Effective Content Marketing Strategies

Now that we have covered what’s on the line when it comes to content marketing for nonprofit organizations, let’s look at some strategies nonprofits can use. 

1. Define your goals and audience.

It may sound obvious, but it’s one of the most important steps. Before creating a content marketing strategy, nonprofits must clearly define what they want to achieve and who they’re trying to reach. Whether it’s donors, volunteers, or community members, having a deep understanding of your audience and goals will shape every piece of content you create and ensure it resonates where it matters most.

2. Develop personas.

Once you know who your audience is (donors, volunteers, policy-makers, etc.), take it one step further and develop marketing personals for each one. 

According to Shorthand, having a solid understanding of your targeted audience “will go a long way towards choosing your content formats, topics, distribution strategy, and marketing topics.”

3. Perform audits of your existing content.

You don’t always need to reinvent the wheel. Plus, by reviewing your existing content, you can identify what has worked well in the past and what fell flat. These insights will give your organization a roadmap for creating future content that better resonates with your target audience and supports your goals.

4. Leverage storytelling. 

Storytelling is huge in the marketing world right now, but it’s always been a big deal for nonprofits. Compelling stories showcase the real-life impact of your mission and bring your cause to life for supporters. Whether through case studies, personal narratives, or powerful examples from the people you serve, stories create emotional connections that inspire action, build trust, and keep your audience engaged.

5. Don’t forget to create educational content.

In the nonprofit space, your audience isn’t just looking for stories—they also want to learn. Educational content such as blog posts, infographics, webinars, or white papers can help your community better understand your cause, the challenges you’re facing, and the impact you’re making. 

Plus, this type of content positions your nonprofit as a trusted authority and thought leader, strengthening credibility and inspiring deeper engagement.

6. Create video content.

While written content can be powerful, sometimes you just need to take it up a notch.

Videos can take your engagement to the next level. Videos allow you to showcase your nonprofit’s mission in a dynamic and emotional way—whether through storytelling, testimonials, behind-the-scenes footage, or interviews with staff, donors, and beneficiaries. They’re also highly shareable, making them a great tool for spreading your message across social media platforms. Videos can inspire, educate, and move your audience to take action.

7. Turn your annual report into a piece of content marketing!

This idea comes from Shorthand. And, it’s brilliant! The entire goal of a nonprofit's annual report is to show their financial impact and where the funds they raised from donors went. So, turn this document into an exciting piece of interactive content that showcases the awesome year you had! Donors will appreciate seeing how their donations helped make a difference. Plus, they might even share this with other possible donors.  

8. Share your content on social media.

Use platforms like Facebook, Twitter, and Instagram to share stories and connect with a broader audience. Don’t forget to tailor your message to fit the platform and its audience for maximum engagement.

9. Encourage community feedback. 

Make your audience part of the conversation. Invite feedback on your blog posts, social media updates, newsletters, and videos, and make sure to respond thoughtfully. This two-way interaction builds stronger relationships, fosters trust, and shows your supporters that their voices matter.

Plus, community feedback can also provide valuable insights. Listening to your audience helps you refine your messaging, identify what resonates most, and uncover new ideas for future content strategies.

10. Ask for user-generated content. 

User-generated content (UGC) is all the rage right now. And, it’s a powerful way to build authenticity and trust. Encourage your supporters, volunteers, and donors to share their own photos, stories, or experiences related to your cause. Not only does this create a sense of ownership and pride within your community, but it also provides your nonprofit with fresh, relatable content to share.

Whether it’s a volunteer posting about their experience at an event or a donor explaining why they support your mission, UGC amplifies your reach and shows the real impact of your work through the eyes of those who believe in it.