Imagine CEO Patrick King distills 15 years of nonprofit marketing experience down to 10 qualities of consistently high-impact charity organizations.

1. 10MarketingTraitsof
High-ImpactNonprofits
Presented by Patrick King
Founder + CEO, Imagine
patrick@imaginedc.net

4. A mindset on impact

5. 1.Inspireevangelists.

6. Think like a business.
Examples include an online store, crowdfunding,
recurring (monthly) giving campaigns, restaurant
nights, workplace giving
2.Createmultiplerevenuestreams.

7. Strategic marketing

8. • Paid: advertising that costs money
(ex.: Facebook sponsored posts)
• Earned: free promotion through
relationships (media relationships,
influencer marketing)
• Shared: partnering with businesses to
reduce costs and increase audience
• Owned: your own content marketing
(volunteer stories, testimonials,
blog/social posts, press releases)
3.maximizeyourmediapotential.

9. • Each tactic you choose has to lead the audience (potential
volunteer/donor/vocal advocate) to an action point.
• Example: at the end of every page on your site, add a call-to-action for
getting involved, with buttons for each desired category.
4.leverageinboundmarketing.

10. • Develop at least 3-4
personas for your
outreach.
• You should be able to
categorize them in your
DRM.
• The more specific and
descriptive the persona,
the more personalized
the content.
5.audiencesare
well-defined.

11. • There are three types of
shareable information:
opinions, facts and stories.
Stories are the most effective.
6. tell powerful stories. Share your “why”.

12. • Show videos and photos of the work you do whenever possible.
8.Makeithighlyvisual.

13. Relationship building

14. • Businesses are more than sponsors - they’re a source of legitimacy,
expanded audience reach and access to verticals.
• Add them to your website homepage.
• Give shout-outs on social media.
• Mention them in press releases.
• Ask for them to add you to their marketing (website, social, email,
etc.)
• Create cause marketing campaigns – leverage their marketing
muscle.
• If they provide a service your org needs (legal, accounting, etc.),
bring them onto a committee.
8.buildbusinesspartnerships.

15. • Having a great program will get you far, but working with
lawmakers to create legislation that supports your mission will
increase your impact.
• Reach out to larger nonprofits to get political inroads.
• Create petitions.
• Leverage your proximity to DC (lobbying groups)
9.advocateaswellasserve.

16. • No nonprofit needs to be an
island. Work with
complementary
organizations to build your
reach, experience and best
practices.
• No two nonprofits should
ever compete.
10.buildnonprofit
alliances.

17. QUESTIONS?