Effective Content Marketing on a Shoestring: A Guide for Nonprofits

Let’s suppose you have an environmental nonprofit, such as a watershed association, and you are looking to tell the story of your watershed and why it needs to be protected. You need to reach people who are interested, but like a lot of watershed associations, you have a small budget. What can you do?

This is the reality of many nonprofits, especially small ones. You have an important mission, a dedicated group of volunteers and a burning desire to make a difference. However, your limited resources can feel like a constant roadblock and hampers the spreading of your message and attracting support.

In the efforts of spreading your message there is good news. You do not need a massive marketing budget to make a real impact. By using content marketing, you can connect with audience, amplify your mission, and drive action, all while staying in budget and not breaking the bank.

If you know how to write or have a staff member or volunteer who is able, you can use can use content marketing. Every piece of content that is produced is like planting a seed. You can write blog posts about various aspects of your watershed. From your website, you have people sign up for a newsletter, where you can include more information and stress the need for donations. Simply put, each seed has the potential to grow into something powerful.

This guide will equip you with the knowledge and tools to develop a content marketing strategy that truly resonates, even with limited resources. Topics that will be covered include:

• How to Identify Your Audience and Goals: Who are you trying to reach and what do you want them to do?
• Creating Content with Small Budgets: Write impactful stories to eye-catching visuals with budget friendly strategies.
• Promote Your Content Effectively: Learn how to leverage free platforms and tools to maximize your reach.
• Measure your Success and Refine your Approach: Track your progress and make data-driven decisions to optimize your impact.

Read more about how to use the power of content marketing for your nonprofit on this post.

When you first begin writing, do not just start typing random words, hoping you have somebody who will listen. This like setting sail on a sailboat without a rudder and hoping it will get “there.” It will get somewhere, but maybe not where you want it to be. Instead you want to write content that rings a bell with your audience so it is read and understood. So to truly connect and get the action you want, you need to know who you are talking to and what they care about.

Understanding your audience and defining your goals is paramount. It is the compass that guides your content creation, making sure that every piece is effective, meaningful, and ultimately drives action in support of your mission.

Your target audience is a collection of individuals with unique needs, motivations, and interests. In the case of a watershed association, it would most likely be people and businesses in the watershed who are interested in the sustainability of the watershed. Essentially the stakeholders of the watershed. To get a clear image of them, these are the questions to ask:

• Demographics: What is their age range, location, education level, and income?
• Psychographics: What are their values, beliefs, and lifestyle preferences?
• Online Behavior: Where do they spend time online? What kind of content do they engage with?
• Connection to Your Cause: Are they existing donors, volunteers, beneficiaries, or simply interested in learning more about your work?

Continuing with the watershed association as an example:

• Residents in the Watershed: People who have a direct vested interest in the watershed.
• Businesses in the Watershed: Businesses who do business in the watershed and have a financial stake and/or are residents.
• People who are interested in the Watershed: People who do not fit in either of the other groups, but are interested in the watershed and area.

By understanding the nuances of each group, you can tailor the content to reach each of them.

The content you write should always have a purpose. Ask yourself, what do you want to achieve with each piece you create? Some common goals for nonprofits include:

• Increasing Awareness: Educate your audience about about cause and the impact of your work.
• Driving Donations: Inspire people to contribute financially to your mission.
• Recruiting Volunteers: Attracting individuals who are passionate about your cause and are willing to dedicate their time.
• Promoting Events: Generating interest and attendance for fundraising events or awareness campaigns.
• Building Community: Foster a sense of belonging and encourage interaction among your supporters.

Below are some ways to use content marketing for donations, which are the lifeblood of your organization.

• Sharing Interesting Stories about the Watershed: Showcase the impact of donations on the watershed.
• Highlight Urgent Needs in the Watershed: Communicate the current challenges you are facing and how donations can help.
• Providing Transparent Information: Build trust by demonstrating how donations are used.

• Analytics Programs: These programs, such as Google Analytics and Matomo Analytics, can help you gain insights into your website traffic and audience demographics.
• Social Media Analytics: Track engagement and analyze your audience on platforms like Facebook and Instagram.
• Surveys and Polls: Gather direct feedback from your audience about their interests and preferences.

In order to build a house you need to have a blueprint, a solid foundation, and a plan for how each part fits together. A plan for content marketing is basically the same as what you would use for a house.

In content marketing there are two main parts, content pillars and content formats. Content pillars provide the structure and framework for the strategy and content formats are the building blocks that bring your message to life.

Content pillars are the core themes or topics that align with your mission, energize your audience, and address their needs. These pillars help to provide the focus and consistency for your content creation efforts. In the end, your content is a reflection of your mission and values, so it is important to make it count!

Another way to think of content pillars is that they are the main categories or sections of your website or blog. Each pillar should be broad enough to encompass a variety of subtopics (niches), but specific enough to provide valuable information within and make the content easily navigable.

• Climate Change: Explaining the science, impacts, and solutions related to climate change.
• Wildlife Protection: Highlighting endangered species, conservation efforts, and way to protect wildlife.
• Sustainable Living: Providing tips and resources for eco-friendly practices in daily life.
• Community Action: Showcasing local initiatives, volunteer opportunities, and ways to get involved.

Content formats bring your content pillars to life. It is important to have a variety of formats so your content marketing efforts are not boring and to reach different segments of your audience. Listed below are some popular formats that are used by nonprofits.

• Blog Posts: In-depth articles, listicles, how-to guides, and personal stories. For example, “5 ways to Reduce your Carbon Footprint” or “A Day in the Life of a Wildlife Rescuer.”
• Social Media Updates: Short, engaging posts with visuals, videos, and calls to action. For example, sharing a quote about nature or a behind-the-scenes look at your work.
• Videos: Powerful storytelling through documentaries, interviews, animations, and event highlights. For example, a short film showcasing the impact of your conservation efforts or a volunteer testimonial.
• Email Newsletters: Regular updates delivered to subscribers, featuring curated content, event announcements, and donation appeals. For example, a monthly newsletter with a summary of recent blog posts, volunteer opportunities, and success stories.
• Infographics: Visually compelling presentations of data, statistics, and key information. For example, an infographic illustrating the decline of a particular species, or the benefits of recycling.

• Canva: With Canva, you can create attractive visuals and graphics for free.
• Mailchimp: Mailchimp helps your build email lists and send engaging newsletters.
• Later: This tool enables you to schedule social media posts in advance.
• Free Stock Photo Websites: On these sites you can find high-quality images to enhance your content.

In your nonprofit some of your greatest assets are your creativity and strategy. They can be used to tell a story and generally only cost time to produce. As such, you can do a lot with a limited budget once you have the framework in place. However, it requires a level of resourcefulness, creativity, and a willingness to experiment. Below are some ways to effective make use of limited resources.

Try to use materials that you already have or are producing in the normal course of business for content marketing. Interesting tidbits of information can come from annual reports or from existing programming. This information can be used in social media posts, interesting infographics, or for short videos. Some examples are:

• A Blog Post Infographic: Remember all that data that was gathered for the blog post you wrote? Well, it can repurposed in another format and presented visually in an infographic.
• Turn your Webinar Recording in Short Video Clips: Take a webinar you conducted and cut it into shorter, shareable clips for social media such as Pinterest or TikTok.
• Donor Testimonials: Turn testimonials into visual graphics featuring quotes from satisfied donors.

The people who support your organization can be a great asset in producing content for your content marketing efforts. Encourage visitors, volunteers, and others to share their stories, experiences, and perspectives related to your watershed or cause. As a result, you will have authentic content that helps strengthen community engagement. Some examples of user-generated content are:

• Photo Contests: Ask supporters to submit photos related to your cause, with a prize for the winner.
• Storytelling Campaigns: Invites beneficiaries or volunteers to share their personal stories through written submissions or video testimonials.
• Social Media Takeovers: Allow a passionate supporter to “take over” your social media account for a day and share their perspective.

Try to partner with other nonprofits, businesses, or influencers that have a similar mission to expand you reach and provide access to new audiences. Engage with them to collaborate on joint content projects, cross-promote each other’s work, and tap into shared resources. Some examples of collaboration are:

• Guest Blog Posts: Invite experts or representatives from partner organizations to write guest blog posts for your blog.
• Have a Joint Webinar or Workshop: Co-host an online event with complementary organizations to reach a wider audience than your otherwise would.
• Social Media Campaigns: Team up with other nonprofits for a joint social media campaign to raise awareness for a shared cause.

As a nonprofit there are many free resources that you can use to maximize your impact without spending a dime. Some example resources include:

• Google or Matomo Analytics: Analytics programs track the traffic on your website and analyze user behavior.
• Facebook Nonprofit: From Facebook, these are tools for fundraising, community building, and advertising.
• YouTube Nonprofit Program: Unlock features to enhance your video content and reach a wider audience.

You have created content, but how do you get it out without draining your budget and impacting your mission? Below is a strategy for promoting and distributing your nonprofit’s content effectively.

The compounding effects of the social media can be a powerful instrument for cash constrained nonprofits. Social media can offer a direct line to your audience and can be a platform for building community. Ways to make the best use of social media include:

• Leverage Its Organic Reach: Share your content across relevant platforms (Facebook, Instagram, X, and Linkedin) using eye-catching visuals, engaging captions, and relevant hashtags. To make the best use, experiment with different posting times and content formats to what works best with your particular audience.
• Have a Paid Campaign: Even the smallest budget can benefit from social media advertising and expand your reach. Ads can be targeted according to demographics, interests, and behavior to ensure that your message reaches the right people. An extra tip, is Facebook’s Ad Grants program offer free advertising credits to eligible nonprofits.

Building an email list is like planting a garden filled with loyal supporters. Email newsletters can deliver valuable content directly to their inboxes, nurture relationships, and drive action. To make the most effective use of your email marketing efforts, try to:

• Segment your Audience: Divide your email list into segments based on interests, locations, or engagement levels to send targeted content that resonates.
• Have Personalization: Address subscribers by name and personalize your messages to give a sense of connection.
• Have a Call to Action: Include a clear call to action in your emails, encouraging recipients to donate, volunteer, or learn more about your cause.

Help your users find your content by using search engine optimization (SEO). When people are able to find your content, you can have more engagement and more impact. Ways to optimize your content include:

• Keyword Research: Keyword research is the process of identifying keywords related to your cause and incorporating them naturally into your website content and blog posts.
• On-page Optimization: This optimization technique makes use of descriptive page titles, headings, and image alt text to make it easier for search engines to understand your content.
• Link Building: This is the process of earning links from other reputable websites to boost your website’s authority and search engine ranking.

By cultivating an online community around your cause you can amplify your content’s reach and impact through content sharing and word-of-mouth. To do this effectively:

• Engage with Your Audience: Respond to comments, answer questions, and participate in discussions on social media and online forums.
• Run Contests and Giveaways: Encourage interaction and generate excitement around your content.
• Collaborate with Other Organizations: Similar to having a joint webinar, cross-promote each other’s content to tap into shared resources.

• Moz and SEMrush: These are paid SEO tools that can help you research keywords, analyze your website, and track your progress. However, they can be quite expensive. For those nonprofits that are most cash strapped, these free tools are also effective:
  • Ryrob.com: Ryan Robinson has free keyword tool you can use under “tools.”
  • Searchvolume.io: Here you can look at the number of searches on a particular keyword.
  • Google Trends: This is a free tool from Google, where you can look at the relative search volume of keywords from actual searches.
• Buffer and Hootsuite: These are social media engagement tools that offer more services such as scheduling posts, analyzing performance, and engagement with your audience. Some of the features are free, but it costs more for comprehensive solutions.

So far we have discussed the process of creating the content, which equate to about half of the total content marketing equation. To maximize your impact and make data-driven decisions, you need to understand what is working and what is not to truly have a grip on how your content is contributing to your nonprofit’s goals.

The following sections explore how to measure the impact of your content marketing efforts.

To track metrics, you need to first figure out the metrics that align with the goal of your organization. Below are some of the common metrics for nonprofits to track.

• Website Traffic:
  • Unique Visitors: How many individuals are visiting your website?
  • Pageviews: How many pages are being viewed?
  • Bounce Rate: What percentage of visitors leave your site after viewing only one page? Here we are talking about actual visitors, not bots.
  • Traffic Sources: Where is your traffic coming from (search engines, social media, email, etc.)?
• Social Media Activity:
  • Likes, Comment, Shares: How much interaction is your content generating?
  • Reach and Impressions: How many people are seeing your posts?
  • Follower Growth: Are you gaining new followers?
• Email Marketing:
  • Open Rates: What percentage of recipients are opening your emails?
  • Click-through Rates: How many people are clicking on links in your emails?
  • Conversion Rates: Are your emails leading to donations, volunteer sign-ups, or other desired actions?
• Conversions:
  • Donations: How much money are you raising through your content marketing?
  • Volunteer Sign-ups: How many people are volunteering their time?
  • Event Registrations: How many people are attending your events?

Once you have your data, you then need to analyze it and draw insights and conclusions from it. Things to look for include:

• Look for Trends: Ask, are there certain types of content or promotion strategies that perform better then others?
• Identify Areas for Improvement: What can you do to increase involvement, drive more traffic, or improve conversion rates?
• Measure your Return on Investment (ROI): Are your content marketing efforts generating a positive return on investment?

Based on what you find in the analysis, make adjustments to your content marketing strategy. Things you can glean from the analysis are being able to:

• Create More of What Works: Look for content types and promotion channels that are performing well and double down on those efforts.
• Experiment with New Approaches: Try new things and see what sticks and is successful.
• Continuously Optimize and Improve: Conduct regular reviews of your metrics and make adjustments to ensure your content is achieving its intended goals.

• Analytics Tools: Google or Matomo, which were noted at the start of this post, can be used to track user behavior and conversions.
• Social Media Analytics: A lot of social media platforms offer built-in analytics dashboards to track engagement and reach.
• Email Marketing Platforms: Email marketing services provide detailed reports on open rates, click-through rates, and conversions.

To conclude, content marketing even for environmental conservation nonprofits with a small budget, can offer amazing results. Your content is more than words and images, it is about connecting with stakeholders, inspiring action, and amplifying your mission to create a positive real-world impact. Below are some of the key takeaways from this post.

• Know Your Audience: Writing effective content for your audience is key to success.
• Define your Goals: Every piece of content should have a clear purpose, such as raising awareness, driving donations, or recruiting volunteers.
• Embrace Diverse Formats: Try to have a variety of formats from blog posts, videos, and social media.
• Promote Strategically: Use social media, email marketing, and SEO to get your content seen by the right people, no matter their preferred channel.
• Measure Your Success: Track key metrics, analyze your results, and refine your strategy based on the data.