Nonprofit Awareness Campaigns: Three Strategies for Success

If your nonprofit is eager to boost visibility for your cause and grow your support base, an awareness campaign can be a game changer! A nonprofit awareness campaign is a flexible, highly engaging campaign designed to attract public attention to your organization and highlight why your nonprofit is worth supporting.

Unlike other fundraising campaigns, awareness campaigns focus more on rallying supporters around your cause rather than hitting a certain fundraising target. However, as you draw in new prospective supporters to your mission and deepen connections with existing donors, your campaign will likely result in a surge in donations!

To create a successful awareness campaign, you need the right strategies to reach and engage your target audience. Use these best practices to elevate your next awareness campaign:

1. Focus on your mission.
2. Set specific and measurable goals.
3. Create clear calls-to-action.

Whether you host a standalone awareness campaign or pair your campaign with an existing national awareness month or holiday, you can successfully take your base of support to the next level with a dedicated campaign plan. Let’s begin.

1. Focus your awareness campaign on your mission.

Your mission is the heartbeat of your organization, and an awareness campaign is the perfect opportunity to highlight it! The central goal of your awareness campaign is to bring attention to a high-level issue and how your organization is taking steps to solve this problem. Essentially, this will help introduce new audiences to your mission, your impact, and how you can continue to accelerate change with the help of an expanded donor base.

For example, an animal welfare organization might host an awareness campaign to bring attention to overpopulation in local shelters. This would tie back into their overall mission to ensure every pet has a home and access to reliable food, water, and care.

According to the OneCause guide to awareness campaigns, your nonprofit should reflect on your mission and supporters in order to shape your campaign strategies and goals. Specifically, consider the following:

• Your donors’ interests and motivations: Think about your current donors and what compels them to give to your organization. This insight will help you present your campaign in the most captivating way, so you can attract new supporters to join in on the action and become champions of your cause.
• The type of messaging that resonates with supporters: It’s time to become a communication maestro! Pinpoint your target audience’s communication preferences and the messaging that strikes a chord with their minds and hearts, inspiring them to act. This could include emotionally gripping social media posts, concise and punchy email campaigns, or urgent text messaging appeals.
• The core aspects of your mission: Keep it simple! Your nonprofit might have a multi-faceted mission that seeks to solve many different problems under your central cause. For your awareness campaign, break your mission down into its core elements. By simplifying your purpose, new supporters can easily grasp and rally behind your organization’s incredible work.
• The public perception of your cause: If your organization is tackling an issue that flies under the public’s radar, fear not! An awareness campaign is your chance to educate the community! Gauge the public’s current understanding of the problem and tailor your campaign accordingly, whether it requires a comprehensive dive into the nitty-gritty or a gentle awakening to the cause.

By rooting your campaign in your nonprofit’s mission, you’ll increase the likelihood that new audience members will continue to support your organization, even after your campaign is over.

To truly shine a spotlight on your organization, your campaign messaging needs to align with your branding. NXUnite’s guide to nonprofit branding recommends infusing your logo, color scheme, typography, and tone into your marketing materials so you can authentically represent your mission and show that this campaign is being led by none other than your extraordinary nonprofit.

2. Set specific and measurable goals.

Forget about raising a certain dollar amount (for now!). The overarching goal of your awareness campaign is to boost visibility around your cause. To make this objective actionable and foster accountability across your team, you need to set concrete objectives with associated key performance indicators (KPIs) so you can measure your progress.

Let’s say you’re a breast cancer nonprofit planning an awareness campaign during Breast Cancer Awareness Month. A weakness you’ve noticed in your marketing plan is that you have low engagement numbers and followers on social media. You might set the following SMART (specific, measurable, attainable, relevant, and time-bound) goal for your awareness campaign:

• Specific: Our nonprofit will educate the community about breast cancer by posting engaging visuals across our social media platforms at least three times a week.
• Measurable: Our goal is to increase our number of followers by 30%.
• Attainable: When we posted twice weekly on our social media, our follower count improved by 20%. A 30% boost in our followers therefore seems within our reach, especially since we’ll be delivering higher-value content on a more consistent basis.
• Relevant: Increasing our follower count is an important step because we’ll be able to reach more people with our campaign messaging, direct them to our website and other resources to learn more, and inspire them to give or get involved in other key ways.
• Time-bound: We will begin posting consistently on social media about our awareness campaign during the first week of Breast Cancer Awareness Month and conclude our social media campaign on October 31st. To ensure we’re on track to meet our follower goal, we’ll plan to host a bi-weekly check-in meeting to assess our progress and adjust our strategies as needed.

There are a variety of other metrics you can track to assess audience growth and engagement rates, including:

• the number of impressions your campaign receives;
• the number of new donors you gain during the campaign;
• the number of shares your digital marketing materials receive; and,
• attendance numbers at your awareness campaign events.

Establish early on which KPIs you’ll track and how you’ll work to achieve your goals, including the staff and volunteers you’ll recruit to lead each task, the tools you’ll use, and more.

3. Create clear calls-to-action.

As you bring your awareness campaign to life, you need to create compelling calls-to-action that give audience members clear next steps to follow. After all, you don’t just want prospective supporters to see your content; you want them to feel inspired by the issue at hand, get fired up, and jump into action to support your nonprofit in finding a resolution.

An effective call-to-action is a brief phrase or statement that spells out what audience members should do next. Often, on websites and email newsletters, this will appear as a button with an associated hyperlink so users can immediately be taken to their next action. Or, if you’re adding a call-to-action to your social media captions, you might direct supporters to your bio to find a link to your website.

As you promote your awareness campaign, include clear calls-to-action such as:

• signing up for your email newsletter;
• watching an educational video;
• following your social media pages;
• sharing a blog post with a friend;
• developing a personal peer-to-peer fundraising page; or,
• signing a petition.

While it may be tempting to ask for a donation, hold off on sending any solicitations until you form relationships with these supporters. Remember, the main purpose of your awareness campaign is to bring more attention to your cause—donations will naturally come later as you show audiences the urgency of the issue at hand and the value in supporting your organization.

Throughout your awareness campaign, provide as many engagement opportunities as possible to keep your cause at the top of their minds. From punctuating your campaign with a virtual gala to emailing campaign updates to your supporters, developing a variety of campaign activities and touchpoints can help immerse supporters deeper into your mission. With a strong awareness campaign plan, you can easily turn casual supporters into avid champions of your cause!