Content marketing for nonprofits: Guide to raise more

Think of content marketing as storytelling with a purpose. It helps you share your mission in ways that connect with people, grow your support, and raise more money. Whether it’s a blog post, a video, or a newsletter, the right content helps turn one-time donors into lifelong advocates.

And the best part? You don’t need a huge team or fancy tools to make it work. With some thoughtful planning and a little creativity, any nonprofit, big or small, can use content to grow its impact.

What is content marketing for nonprofits?

Content marketing is just a fancy way of saying “share your story often and in different ways.” For nonprofits, it’s not about selling something, it’s about building relationships. It’s how you show people what you’re doing, why it matters, and how they can help.

Let’s say you run a local food bank. Content marketing could mean writing a short blog post about a family you’ve helped, sending a quick thank-you email to donors, or posting a behind-the-scenes photo on social media. These little moments all add up. They make your mission real to people.

The big difference between nonprofits and businesses? You're not looking for customers, you’re building a community of supporters. That’s why your content needs heart. It should feel like you’re inviting someone into something meaningful. And when you do it right, people stick around. They give. They volunteer. They share your message.

The long-term impact of a content marketing strategy

Content marketing isn’t just about what you post today. It’s about building something that lasts. When done right, it becomes part of how your nonprofit grows, year after year.

Let’s start with visibility. When you share regular updates, stories, and resources, more people find out about your mission. That means more eyes on your work, more hearts touched, and more chances to connect.

Then there’s trust. If someone sees your name pop up with helpful or inspiring content every week, they start to feel like they know you. That trust is what turns a casual reader into a first-time donor, and maybe even a lifelong supporter.

And finally, it helps you keep the momentum going. Instead of asking for donations only when there’s a big push, content marketing keeps your story alive all the time. That way, you’re always top of mind when someone is ready to give, volunteer, or spread the word.

We’ve seen nonprofits use content to create steady streams of support, not just quick wins. That’s the real magic, building something that supports your mission not just today, but for the long haul.

Setting your goals and identifying your target audience

Before you write a single word, it’s important to know two things: what you’re trying to achieve and who you’re talking to. Otherwise, your content might sound nice, but it won’t get you the results you need.

Start with your goals. Are you trying to raise money? Get more volunteers? Spread the word about a new program? Pick one or two clear goals and write them down. This helps you stay focused and measure your progress later.

Next, think about your audience. Who are you trying to reach? Maybe it’s long-time donors who already love your cause. Or maybe it’s younger folks who care, but don’t know much about you yet. Each group needs something a little different from your content, different tone, different message, different call to action.

We always recommend making a simple audience map. Write down the groups you want to reach, what they care about, and where they usually spend time (like email, Instagram, or in-person events). This makes it easier to share the right message with the right people, and helps you stop guessing.

Choosing the right channels to reach supporters

You don’t have to be everywhere, you just need to be where your people are. Choosing the right channels means figuring out where your supporters already hang out and focusing your energy there.

Let’s break it down. If your donors love reading stories, blog posts on your website or newsletters might work best. If they’re younger and always on their phones, social media like Instagram or TikTok could be a better fit. For long-time supporters or older audiences, email marketing often hits the mark.

The trick is to match your message to the platform. A blog post lets you tell a longer story. A Facebook post works better with a quick update and a strong image. Emails can feel personal, like a note from a friend.

Also, don’t forget about local partnerships. Working with local businesses or community groups to share your content expands your reach fast. They already have audiences who trust them, and when they share your mission, people pay attention.

Start small. Pick one or two channels where you feel most confident, and build from there. We’ve seen that consistent, focused content, shared where it matters, always beats trying to do everything at once.

Best content types to raise money and awareness

You don’t need fancy equipment or a big budget to create content that works. You just need to know what kinds of content connect with your audience, and use them to share your story in meaningful ways.

One of the most powerful tools? Personal stories. A story about someone you’ve helped brings your mission to life. It shows the real impact of your work and makes people feel something, and that feeling often leads to action.

Case studies are also helpful, especially when you want to show results. They walk people through a problem, how your nonprofit stepped in, and what changed. It’s like proof that their support makes a difference.

Then there’s content about events, before, during, and after. A post that builds excitement ahead of your fundraising event, updates during the day, and photos or highlights afterward can keep people engaged and involved from start to finish.

Other formats like videos, creative fundraising ideas (like wrapping paper drives or virtual bake-offs), and behind-the-scenes blog posts give you variety. And that variety keeps your audience interested.

It’s not about doing everything. It’s about picking the content types that fit your goals and using them consistently to keep people connected to your cause.

Leveraging email marketing and calls to action

Email might seem old-school, but it’s one of the most powerful tools a nonprofit can use, especially when paired with clear, strong calls to action.

The best part about email? It feels personal. When someone opens a message from you, it’s like you’re speaking just to them. That makes it a great place to say thank you, share updates, and ask for help, whether that’s a donation, a share, or showing up to an event.

But not every email should go to everyone. Break your list into groups, new supporters, long-time donors, volunteers, etc. That way, you can send messages that feel more relevant and get better results. A quick thank-you to new donors will hit differently than a monthly update for board members.

Your calls to action should be simple and direct. Want people to donate? Say so. Want them to RSVP? Make it easy. One clear ask is better than a long list of options.

And remember, you don’t have to write a brand-new email every time. Reuse what works. A great subject line, a heartfelt story, or a well-placed “donate now” button can be used more than once, with a few small tweaks to keep it fresh.

Search engines and nonprofit SEO fundamentals

Getting your content in front of people doesn’t always mean you have to pay for ads. If your content shows up on Google when someone’s searching for a cause like yours, that’s a big win. That’s where SEO, or search engine optimization, comes in.

SEO helps your blog posts, event pages, and donation forms get found when people are looking for things like “how to help kids in my town” or “best local nonprofits.” By using the right words, called keywords, in your headlines and throughout your content, you increase your chances of showing up.

But it’s not just about keywords. Search engines also look for clear, helpful content that people actually spend time reading. So instead of stuffing your pages with a bunch of random phrases, focus on writing things people truly care about.

One great way to get started is with topic clusters. Pick a big topic, like “fundraising ideas”, and create a main page about it. Then, write a few shorter blog posts on related subtopics, like “school wrapping paper fundraisers” or “partnering with local businesses,” and link them all together. This helps search engines see that you’re an expert, and it helps readers find more of your content.

Good SEO takes a little time, but it can keep paying off long after you hit publish.

Working with discount cards and fundraising items

Sometimes, content isn’t just about what you say, it’s also about what you offer. Things like discount cards, t-shirts, or other small fundraising items can give people a reason to engage, donate, or share your message.

Let’s say your nonprofit teams up with local businesses to offer a discount card. That’s not just a great way to raise money, it’s also a story. You can post about how the partnership helps the community, share photos of the businesses involved, and highlight the impact each purchase makes. That kind of content feels good to read and easy to share.

The same goes for items like wrapping paper or handmade crafts, especially during the holidays or school fundraisers. These aren't just products, they’re a chance to talk about your mission in a way that feels fun and personal.

Make sure your content connects the dots: show what the item is, why it matters, and how it helps. Add pictures. Tell a quick story. Keep it simple, and always include a clear way for people to take action, whether that’s buying, donating, or spreading the word.

Partnering with schools and other organizations

You don’t have to do everything alone. Schools, churches, and local groups can be powerful partners when it comes to content and fundraising. When you work together, you reach more people, and your message carries further.

Think about a school fundraiser, like a wrapping paper sale or a community walk. These events already bring families together. If your nonprofit is involved, you’ve got a perfect opportunity to create and share content. You can post pictures, share student quotes, or tell the story of how the funds will be used. It’s simple, real, and it shows the impact in a way people connect with.

You can also ask your partners to share your content. Maybe they include your story in their newsletter or post about your fundraiser on their social media. That gets you in front of a whole new audience who already trusts the organization you’re working with.

Partnership content doesn’t need to be fancy. Just honest and easy to share. When your cause connects to something local, like an elementary school, it makes everything feel more personal, and people are more likely to get involved.

Analyzing your performance and optimizing content

Once your content is out there, the next step is to see what’s working, and what’s not. It doesn’t have to be complicated. A few simple checks can help you figure out what to do more of and where to make changes.

Start with basic numbers. Look at how many people opened your emails, clicked on your donation buttons, or liked and shared your social posts. If a blog post got lots of views or a video got shared a bunch, that’s a good sign it resonated.

Pay attention to patterns. Do stories with photos do better? Are people more likely to click when your subject lines are questions? The answers will help you create better content over time.

And don’t be afraid to reuse your best stuff. If a post got a lot of attention last year, update it and share it again. If a certain email brought in donations, try a similar one with a new story.

Tracking your content helps you stop guessing, and start growing. Small improvements can make a big difference when you build on what’s already working.

Start creating content

Content marketing isn’t about being perfect, it’s about being present. It’s about showing up for your supporters, sharing your mission in ways that feel real, and building trust one story at a time.

You don’t need a big team or fancy tools to make it work. Start with what you have. Tell the stories that matter. Be consistent. And always keep your supporters in mind—what they care about, what they want to know, and how they can help.

Over time, your content becomes more than just updates or posts. It becomes the voice of your organization. It brings in new supporters, keeps current ones engaged, and helps you raise the money and awareness you need to grow.

That’s where Harness comes in. It helps you stay organized, plan ahead, and get the right content in front of the right people, without the stress or guesswork.