4 Strategies for Increasing Nonprofit Brand Visibility

Brand visibility is critical for your nonprofit to acquire the funds and support required to further its mission. After all, if your audience isn’t aware of your organization, how can they give you their money or time?

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When starting your nonprofit, creating a marketing strategy was likely one of the first things on your list. However, with all the other tasks you had to take care of, your plan may not have been the most well-developed. Plus, your nonprofit has grown, and its needs have likely changed.

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Now is a great time to refresh your marketing plan and implement new, fresh strategies that help you increase your nonprofit’s brand visibility. Whether you want to attract donors, volunteers, or other supporters, try these strategies to expand your reach. 

1. Use storytelling on social media.

By now, you know that social media promotions are essential to any digital marketing strategy. Here are just a few statistics about the power of social media:

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• 83% of surveyed marketers worldwide selected increased exposure as a benefit of social media marketing, and 65% cited generated leads.
• 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.
• 55% of people who engage with nonprofits on social media end up taking some sort of action.

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However, you need to be strategic about your social media content to experience the benefits you desire. To maximize your results, lean on storytelling to strengthen viewers’ interest in your brand. We recommend taking one of two approaches:

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• Authentic content: Although trust in nonprofits rebounded to 57% in 2024 after a decrease over the previous four years, boosting your brand image and trust in your organization by creating and publishing authentic content is still helpful. Consider sharing stories from key stakeholders like beneficiaries, behind-the-scenes footage of your operations, and staff testimonials to humanize your nonprofit and show the value of your work.
• User-generated content: Your nonprofit's most powerful marketing tool is its own audience. With user-generated content, you tap into your supporters’ connections and social proof to boost your brand’s visibility. Encourage your supporters to share screenshots of donation thank-you messages, personal stories, photos, or videos about your nonprofit’s work, then repost and celebrate their contributions.

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Consider purchasing nonprofit AI tools to manage your social media platforms and create content for them efficiently while balancing your other duties. These solutions can help you save time by reducing manual tasks and streamlining your workflows.

2. Secure community partnerships.

Reaching new audiences is essential to growing your nonprofit. But without a foot in the door, creating those connections from scratch is difficult.

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Community partnerships help nonprofits overcome that critical first hurdle by providing them easy access to a new audience. These partnerships can range from event sponsorships to in-kind gifts to program-based support.

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Here are a few types of organizations you can partner with:

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• Local businesses: Businesses in your area are incentivized to help out their community, including your nonprofit, to boost their reputations as socially responsible organizations. While smaller businesses might not have the reach a larger organization might, they’re still valuable partnerships to secure because their teams are likely more passionate about serving their local areas.
• Large corporations: When looking for partnerships with large businesses and corporations, Double the Donation recommends exploring whether they have existing corporate giving programs. This indicates that the business is interested in nonprofit missions and giving back, which may make it a good partner for event sponsorships or corporate volunteering initiatives.
• Community organizations and nonprofits: Other mission-driven organizations with similar causes may be open to a partnership with your organization to fundraise or supplement each other’s initiatives collaboratively. For example, if your nonprofit is a soup kitchen, you may be able to secure partnerships with food banks and organizations serving people experiencing homelessness.

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The best partnerships are mutually beneficial. As you draft partnership proposals, outline what the other organization will receive. Usually, they want the same thing as you — brand visibility with new audiences — so consider this as you lay out the agreement.

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For example, you may let partners know you’ll include their branding on relevant marketing materials or add them to your site’s sponsorships page. Personalize the benefits to each organization, taking into account their preferences and the specific type of partnership you’ve formed.

3. Host community events.

You already know that fundraising events help generate a concentrated burst of support for your organization. In addition to boosting donations for the duration of the event, they also inspire discussions and excitement around your mission.

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With community events, you can generate buzz for your brand by opening up engagement opportunities to new and prospective supporters. Here are a few examples you can try:

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• Charity marathons
• In-kind donation drives
• Community cleanups
• Online workshops or webinars
• Benefit concerts or festivals
• Food drives and community meals

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Although fundraising events are optimal for maximizing your organization's impact, there is value in hosting non-fundraising-focused events, too. These show your audience that you value them beyond their monetary support for your mission and are a way of showing appreciation for your community.

4. Operate a thrift store.

Many thrift stores are nonprofit-run. According to ThriftCart, opening a nonprofit thrift store comes with many benefits, including:

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• Increased and diversified revenue
• Improved environmental sustainability
• Enhanced community engagement

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In particular, thrift stores allow you to boost your nonprofit’s brand visibility. Not all individuals who frequent thrift stores do so because the mission behind it inspires them — many are deal hunters or vintage item seekers who have no connection to your nonprofit. Your thrift store becomes a unique first touchpoint for them, enabling them to learn more about your mission and even get more involved with your cause.

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Not convinced that a nonprofit thrift store is the way to go? Check out these examples:

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• Goodwill: This nonprofit is well known for operating thrift stores nationwide to bring in revenue to support its mission of helping people in need reach their full potential through learning and the power of work.
• Habitat for Humanity ReStores: Habitat for Humanity operates thrift stores selling new and gently used furniture, appliances, home goods, building materials, and more to fund its mission of building affordable housing.
• Out of the Closet: This chain of thrift stores was founded in 1990 to raise funds and awareness of the AIDS Healthcare Foundation.

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Although executing this strategy may take more time, effort, and overhead than the others we’ve discussed, your organization can greatly benefit from it. Before you get started, be sure to research what operating a thrift store will entail and prepare yourself with the necessary tools, such as a point of sale (POS) system.

Increase Visibility for Lasting Support

Boosting your nonprofit’s brand visibility is only the first step. After implementing new strategies and securing first touchpoints with new supporters, follow up with stewardship efforts, such as sending timely donation tax receipts after a gift. With a robust plan that covers supporter acquisition and stewardship, you’ll be set to connect with individuals who will provide lasting support for your mission.

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