Marketing
for nonprofits

Donors decide in seconds

Marketing for nonprofits has the same mechanics as selling, with one difference: the buyer gets nothing for themselves except the feeling of having helped. That makes friction fatal. A donor who clicks "Give" on a phone and meets a slow page, a redirect to another site, a forced account or a long form often gives up. The donation page is the most important page on a nonprofit website, and it deserves the most care.

What works: a short story with one real photo, suggested amounts tied to concrete impact ("$50 stocks a pantry shelf for a week", only if true), a monthly giving option shown by default where it makes sense, wallet payments, and a thank-you page that tells people what happens next. Accessibility matters here too; donors include older adults and people using screen readers.

Google Ad Grants, used properly

Google Ad Grants gives eligible charities in-kind search advertising, typically up to $10,000 a month. Many US organizations either never apply or let the account decline because of the program's rules, such as maintaining a minimum click-through rate and tracking meaningful conversions. A well-structured Grants account with campaigns for programs, volunteering, events and donations can bring thousands of relevant visitors. I set it up through Google Ads account setup and can manage it monthly.

The giving calendar

US giving has a strong rhythm. Giving Tuesday, the Tuesday after Thanksgiving, kicks off the season. December is the busiest month for online donations, with the last days of the year especially strong because of tax-year timing. Spring brings galas and events; summer is quieter, which makes it a good time to build the list and tell impact stories. Disaster relief appeals follow events like hurricanes, wildfires and floods, and need to be ready quickly but honest about how funds are used. Read more in the US seasonal marketing calendar.

Keep donors, not just find them

Acquiring a new donor costs far more than keeping one. A welcome sequence after the first gift, an impact report a few months later, and a personal-sounding appeal before year-end make second gifts much more likely. Email follows CAN-SPAM; text appeals need written consent under the TCPA. A CRM or your existing donor database keeps track of who gave, when and how much, and which campaign brought them.

Rules and transparency

Many states require charities to register before soliciting donations, and online appeals can count. Meta requires authorization and disclaimers for ads about social issues, elections or politics, which can include advocacy. Claims about impact should be accurate and supportable. Donors and boards respect transparency, so I set up reporting that shows exactly what each campaign cost and what it raised.

I work remotely with nonprofits across the US, from community organizations in Baltimore to food banks around Memphis and St. Louis. Calls happen on Zoom in your morning; accounts and the website are registered in your organization's name.