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How to Fix Your Nonprofit's Marketing

By Media Matters 317 · Last updated:

Nonprofit marketing usually struggles because small teams are stretched thin and messaging focuses on the organization instead of the impact. The fix is a clear impact story, a consistent communication rhythm with donors and volunteers, a website built to convert, and full use of free tools like Google Ad Grants.

Why aren't donors responding to our messages?

Many nonprofits talk about programs and needs instead of outcomes and the donor's role in them. People give when they can picture the change their gift makes. Specific stories and concrete results are more persuasive than general appeals.

How to fix it

  • Lead with one person or outcome, then explain how support made it possible.
  • Show what a specific gift amount accomplishes.
  • Thank donors quickly and report back on impact.

Why is our communication so inconsistent?

When marketing is one of ten jobs for a small staff, it gets done only when there's time. Donors and volunteers notice the silence. A simple monthly rhythm — newsletter, a few social posts, one impact story — keeps you visible without overwhelming the team.

How to fix it

  • Commit to a monthly newsletter and a weekly social post at minimum.
  • Batch-create content once a month.
  • Create templates so volunteers or interns can help.

Why doesn't our website bring in donations or volunteers?

Nonprofit websites often bury the donate and volunteer buttons, use long forms, or lack clear explanations of impact. Every extra step loses people.

How to fix it

  • Put "Donate" and "Volunteer" in the header of every page.
  • Simplify the donation form and offer recurring giving.
  • Add an impact page with clear, honest numbers and stories.

What is Google Ad Grants and what do nonprofits get wrong about it?

Google Ad Grants gives eligible nonprofits up to $10,000 per month in free Google search ads. Many organizations either never apply or lose value through poor management. Common mistakes include:

  • Applying, setting up a few broad campaigns, and never touching the account again.
  • Falling below Google's required minimum click-through rate, which can lead to suspension.
  • Targeting vague, single-word keywords instead of the specific questions people search.
  • Sending all ads to the homepage instead of relevant landing pages.
  • Not tracking conversions such as donations, sign-ups, or volunteer forms.
  • Spending only a small fraction of the available monthly grant.

What's the step-by-step fix?

The same five steps work for every organization: strategy and research, messaging and branding, content, execution, and measurement. Read the full guide or check the 7 signs your marketing is broken.

Frequently asked questions

Is my nonprofit eligible for Google Ad Grants?

In the U.S., organizations generally need valid 501(c)(3) status, registration through Google for Nonprofits, and a functional website with substantial content. Government entities, hospitals, and schools are typically not eligible. Check Google's current program requirements, as they can change.

How much should a nonprofit spend on marketing?

There's no single standard. Many nonprofits underinvest because marketing feels like overhead, but marketing is what brings in donors and volunteers. Start by maximizing free tools like Google Ad Grants and email, then invest in what you can measure against donations or sign-ups.

Should a nonprofit hire a marketing agency?

It can make sense when your team lacks time or expertise, especially for Google Ad Grants management, website improvements, or a campaign. Look for an agency with nonprofit experience, transparent reporting, and pricing that fits your budget.

Further reading

Independent articles from MarketingToolsHQ on this topic:

Want a second set of eyes on your marketing?

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