Nonprofit organizations come in all shapes and sizes, with a variety of missions and goals. But one thing they all have in common is the need to fundraise in order to continue their work. The nonprofit world has been a fast-growing industry in recent years. In fact, nonprofit fundraising was at an estimated $471 billion in 2020. That's a huge number - especially considering the beginning of a global pandemic that impacted many of us financially! With so many nonprofits fighting for support and donations, it can be hard to decide which organization to choose.

And while there are many different ways to go about nonprofit fundraising, it is important to know what NGO campaigning is and how it can be an effective way for nonprofit organizations to make their cause feel relevant and urgent. This article will show you everything from NGO basics to marketing strategies and software solutions, in order to help your organizations stand out of the nonprofit crowd, attract supporters and have a successful campaign!

1. NGO Campaigning: The Basics

1.1 Types of nonprofit organizations and what they do

Nonprofits are organizations which operate independently of government funding and are not-for-profit. This means that they reinvest any profits they make into the organization, rather than distributing them among shareholders or owners. Nonprofits can be either public or private.

Public nonprofit organizations exist as part of the government and provide some specific services (such as Social Security) for society. Private nonprofit organizations are not associated with the government or any church, and therefore do not receive funding from those entities. However, both public and private nonprofit organizations usually rely on donations and grants to fund their activities.

NGOs operate outside of the market forces that govern for-profit companies, and often focus on providing services which are considered public goods. Public nonprofit organizations include healthcare providers (such as clinics, hospitals), charitable organizations (such as food banks), advocacy groups (like Greenpeace), and labor unions. Private nonprofit organizations tend to focus on educational and cultural services, such as museums or nonprofit theaters.

Some of the most common types of nonprofit organizations are charities, advocacy groups, and labor unions. Charities are nonprofit organizations which raise money to provide direct help to those in need. This can include providing food, clothing, shelter, or medical care to the less fortunate. Charities may also offer educational programs or job training to help people become self-sufficient, or offer support by raising awareness about a specific issue.

Advocacy groups are NGOs that work to promote a particular cause, interest or agenda. They may lobby government officials to pass legislation supporting their cause, or they may organize public protests and demonstrations. Advocacy groups often seek to change public opinion on an issue in order for the general population to demand change from their representatives.

Labor unions are nonprofits which represent the interests of workers. They typically negotiate contracts on behalf of their members, and work to ensure that workers receive fair pay and benefits. Labor unions also often advocate for social programs which benefit workers, such as healthcare and retirement benefits.

1.2 How do nonprofit organizations get funded?

NGOs rely on a few different sources of revenue in order to sustain their activities. The most common source of funding is donations, but they may also receive grants from government agencies or private foundations. In some cases, NGOs may be able to generate revenue by providing services to the public. For example, a nonprofit clinic may charge patients for medical services provided. The three primary ways that nonprofit organizations get funded are donations, grants, and contracts.

Donations are the most common way for nonprofit organizations to raise money. Donors can be individuals, businesses, or other nonprofit organizations. Donations can be in the form of cash, goods, or services.

Grants are financial awards which are given to nonprofit organizations by government agencies or private foundations. Grants are usually given to support a specific project or activity which the NGO is undertaking.

Contracts are agreements between a nonprofit organization and a for-profit business or government agency in which the organization provides services in exchange for money.

1.3 How do NGOs make a profit?

NGOs, aka nonprofit organizations, do not make a profit in the traditional sense, as they are not motivated by the pursuit of financial gain. However, nonprofit organizations can generate revenue by providing services to the public. This revenue can be used to cover the organization's expenses and generate a surplus which can be used to support its activities.

Nonprofit organizations often generate revenue by charging patients for medical services, tuition for educational programs, or admission fees to cultural events. In some cases, NGOs may receive money from private foundations or government agencies to support a specific project or activity.

Said profits are often used by the organizations to cover administrative costs, expand their services, or support their charitable work. In some cases, nonprofit organizations may be able to generate enough revenue to pay their employees a livable wage. However, many NGOs are forced to rely on donations from the public to support their activities.

2. NGO Campaigning: Nonprofit Marketing

2.1 How to create a nonprofit marketing campaign that stands out

Nonprofit marketing is a crucial component of a NGO's success. Nonprofits need to know how to market themselves in a way that differentiates them and their movements from the rest of the noise. The answer is Movement Campaigning! It is an effective way for NGOs to make their cause feel relevant and urgent, which will help with fundraising and spreading awareness.

In today’s society, there are so many people vying for attention that it becomes difficult for any NGO or nonprofit organization to get noticed without using strategic moves like these—and yet many still do not use this tactic because they don't fully understand the power behind movement campaigning. Nonprofits need to work hard to get their message out, but once they do, the rewards are huge. Implementing a marketing strategy can be difficult for organizations without a lot of experience. For this reason, we’ve put together the four most important things to keep in mind when creating your movement campaign:

1. Establish a clear and concise goal

When it comes to movement campaigning, it’s important to be clear about your goals. What do you hope to achieve with your campaign? Is your goal to raise awareness about your cause, or to raise money for your nonprofit? Once you know what you’re aiming for, you can start to create content and messages that will help you achieve your goal and excite like-minded people.

2. Create compelling content

In order to get people to care about your campaign, you need to create content that is compelling and interesting. This content should be shareable, and it should be able to capture the attention of your target audience.

3. Use social media wisely

Social media is a powerful tool that can be used to spread the word about your campaign. However, it’s important to use social media wisely, as posting irrelevant content can turn people off from your campaign. Instead, focus on sharing interesting and engaging content that will get your target audience’s attention and engagement.

4. Build a team of passionate supporters

A successful movement campaign requires the support of passionate individuals. These individuals can be staff members, volunteers, and other people who believe in your cause. It’s important to build a team of supporters who are willing to spread the word about your campaign, stand up for your shared cause and help you achieve your goals. Key to a powerful and active supporter base is a steady and personalized communication.

5. Monitor and evaluate your progress

As your campaign progresses, it’s important to monitor and evaluate your progress. This will help you determine what is working well and what needs to be improved. By monitoring and evaluating your progress, you can make necessary adjustments to ensure that your campaign is as successful as possible.

Check out 'Creating a Movement with impact: How to stand out from the NGO-Crowd' for a deep dive into movement campaigning.

2.2 NGO Marketing Strategy: How to build and sustain a powerful supporter base

A nonprofit's success depends largely on its ability to build and sustain a powerful supporter base. This task can be daunting, but with careful planning and execution, it is possible to create a passionate community of supporters who will help your NGO achieve its goals.

The good news is, it doesn’t have to be complicated at all. After providing the technical infrastructure for 5.000+ successful campaigns, we believe to have a bulletproof template to help you build and sustain a strong supporter base: A-I-M.

Attract

• Reach the right people on social media
• Lead them to an inspiring landing page that represents you and your cause to the point

Involve

• Generate leads and make them feel like they are part of something bigger
• Involve prospects and turn them into supporters by asking for small interactions

Mobilize

• Build and sustain a powerful community, by communicating with your contacts as often as possible.

Curious? Read all about how to build an outstanding NGO marketing campaign using AIM.

3. NGO Campaigning: Grassroots Marketing

3.1 What is Grassroots Marketing and Grassroots Campaigning?

Grassroots marketing is a form of marketing that engages and mobilizes an organization's supporters or small business’ customers to spread the word about its work or products. Rather than relying on traditional marketing methods such as advertising or public relations, grassroots marketing involves getting a nonprofit's supporters to advocate for it through word-of-mouth, social media, and other channels. This type of marketing can be very effective in building awareness and support for the NGO.

Grassroots campaigning is a type of nonprofit marketing that utilizes the power of the people to generate support for a movement or cause. It involves raising awareness for an issue or cause by getting people to become involved and take action. This can be done by asking people to sign petitions, write letters to their representatives, or donate money.

Grassroots campaigning is a way for nonprofit organizations to get their message out to the public. It involves building a grassroots movement, or a network of supporters who are passionate about the cause, and then using that network to spread the word and attract donations.

It can be an effective way to raise money and awareness for NGOs, but it requires a lot of work. Organizations need to build relationships with potential supporters and then motivate them to take action. This can be difficult, but it's worth it in the long run.

3.2 Does Grassroots campaigning still work?

The goal of grassroots advocacy is to create change through activism, which means that some form of action must occur from personal conviction. The power of grassroots activism has been proven, particularly with the Women's March and Immigrant's rights movements.

When researching grassroots campaigning you will stumble upon the opinion that it has reached its peak a while ago and thus does not work anymore. We absolutely disagree!

Grassroots campaigning can be an effective way to achieve change on a local level. By mobilizing people around an issue and getting them involved in the political process, advocates can raise awareness and encourage their friends and neighbors to also take action. Because when you hear about an issue that sparks your interest or concern, you don't sit on the sidelines – you get in! However, it's important to note that grassroots campaigns often require a lot of time and effort, and they may not always be successful. In order to be effective, grassroots campaigns need to be well-organized and have a clear goal. They also need to engage with local legislators and decision-makers in order to create change.

3.3 Grassroots Advocacy

Grassroots advocacy is a type of nonprofit advocacy that relies on the active participation of volunteers and the local community members to promote or oppose a particular cause. This type of advocacy often takes place at the grassroots level, meaning that it focuses on local issues and concerns rather than on broader, national issues. Grassroots advocates may work on a variety of issues, including environmental protection, healthcare reform, human rights, or animal welfare. It involves organizing people around an issue or cause, and mobilizing them to take action. This might mean contacting legislators, writing letters to the editor, or protesting. It can also involve boycotting particular products or companies that are related to the issue.

One of the key benefits of grassroots advocacy is that it allows everyday citizens to have a direct impact on the political process. By getting involved in their local community, volunteers and activists can raise awareness about important issues and encourage their friends and neighbors to take action as well. Grassroots campaigns can also be more cost--effective than other forms of advocacy, such as lobbying or advertising.

4. NGO Campaigning: Software Solutions

4.1 Meet CamBuildr - The best campaigning software for your NGO

A solid campaigning software that meets all your needs, is essential for a NGO campaign's success. The right tool allows volunteers and activists to easily mobilize people around an issue or cause, and helps them to track the progress of their campaign. A suitable campaigning software is crucial for any nonprofit looking to campaign for change on a local as well as a national and even international level.

CamBuildr is the leading campaigning software for NGOs in Europe, due to its variety of features tailored to a nonprofit’s marketing and campaigning needs, its ease of use, and especially due to the guaranteed GDPR-compliance that no other tool can match. This tool provides the organization with a digital infrastructure to build and operate a successful multi-channel campaign - from creating, uploading and boosting social media content, to designing inspiring and engaging landing pages to owning your data and making the best of it, through personalized email communication.

Additionally, with the grassroots pages, CamBuildr provides your volunteers and activists with the tools they need to mobilize people around an issue, keep track of their progress, and connect with local decision-makers. This campaigning software makes it easy to spread awareness about an issue using social networking sites, engagement apps, and email communication.

4.2 Nonprofit campaigning softwares in comparison

There are a number of different campaigning softwares available, so it's important to do your research, compare carefully and choose wisely. Some programs are more suited for social media focused campaigns, while others include multiple channels and aspects of a movement. It's also important to find a program that is easy to use and that offers a variety of features.

To help you find the best campaigning software for your NGO campaign's needs, we have done the work and compared leading campaigning tools with CamBuildr, based on the following criteria:

Features

1. Practicality & ease of use
2. Data Protection
3. Customer Support

Are you ready?

• CamBuildr vs. Nationbuilder

4.3 Five Reasons why you should use CamBuildr for your NGO

Campaigning software is a critical tool for nonprofit organizations in the digital age. It's what allows you to raise funds, mobilize volunteers, and stay connected with supporters all while making your nonprofit more efficient.

But not every nonprofit needs or wants the same thing out of their campaign management software. That's where CamBuildr comes in - we're an open-source platform that provides tools for nonprofit organizations focused on campaigning and advocacy work so they can effectively communicate with policymakers and citizens about issues that matter most to them. Whether you need one low-cost option or something flexible enough to fit into any budget, CamBuildr has got you covered!

Here are the top five reasons why you should choose CamBuildr to build and operate your movement:

1. CamBuildr is easy to use - even if you don't have any coding experience, you can easily create landing pages and emails with the Smart Page Builder.
2. CamBuildr is GDPR compliant - meaning your data is safe and sound with us.
3. With CamBuildr, you can reach the right people at the right time with triggered emails.
4. CamBuildr makes it easy to split test different campaigns and measure their success using data analytics.
5. CamBuildr offers a wide range of features that are perfect for NGOs, including behavioral marketing and CRM analytics.

Curious? Book a personal Demo and get to know everything CamBuildr has to offer. Don’t want to talk to people, you’d rather explore yourself? No Problem, we’ve got you covered! Start your 14-days Free Trial now!