January 29, 2014
If nonprofits are not utilizing content marketing to help spread awareness about their organization, they are missing out on an excellent tactic that could increase funding and the size of the donor pool. According to a recent survey by the Content Marketing Institute, 92 percent of nonprofits use content marketing and 70 percent have someone in place to oversee its use.
The numbers for both would be impressive for the for-profit sector – they are amazing for the nonprofit sector and show that leaders to do indeed understand the power content provides their organizations. According to the survey, one reason nonprofits benefit so much from content is that their stories are compelling.
A blog post by a company that is seeking to wipe out malaria is going to be more intriguing and heart warming than the daily content of a B2B technology firm. The real-life stories also provide a meaningful message that can encourage readers to give to the organization.
Implementation and excellence are not the same thing
Only 26 percent of surveyed nonprofit professionals believed they were effective at content marketing. A low number considering how many had a person designated to oversee it. However, those with a documented content strategy rate themselves higher than those that do not.
The lesson for nonprofits, even those that currently utilize content marketing, is they need have someone in place to give the campaign direction. However, nearly 70 percent of surveyed nonprofits reported they are producing more content than they were a year ago, so many could still be trying to find their way in unfamiliar territory.
How to improve content marketing
Business 2 Community provides some examples of nonprofits that have excelled at content marketing. One success story is a pet shelter with blog posts and Facebook activity that have garnered thousands of likes and shares. Clearly, their content is spreading the message about their organization.
While they are not publishing a lot of content, Business 2 Community pointed out that what they are publishing is right on the mark. They share stories about their animals that have been adopted and those that still need homes. The group incorporates pictures and other dynamic content that tells a story. In other words, their content is doing what nonprofits strive to do: share their successes and show how funding and donations can help them continue to reach their goals.
Content presented by First Nonprofit Companies, the leading provider of state unemployment insurance solutions for 501(c)(3) nonprofit employers.
Visually Impaired Preschool Services has been a client of First Non-Profit since it was first offered as a benefit of VisionServe Alliance. We completed a thorough evaluation of cash savings to our agency before taking advantage of this wonderful benefit and it has been a very wise decision. Our experience with the processes from accounting to claims have been professional, expeditious and easy.
The Ensight Skills Center has enjoyed working with First Nonprofit for several years. We are enrolled in their Unemployment Savings Program and although we have not required a lot of intervention, there have been a few times. I know others have dealt with the same problem of unemployment fraud over the last year and in our case, a call to First Nonprofit (they actually answer their phones) cleared up the issue. They also sent us a letter to send to all our employees telling them what they needed to do to prevent this in the future and protect themselves. What a relief! Over the years if I have questions or concerns, they are happy to listen, advise and help if they can. Another BIG advantage of using First Nonprofit is that all the money that is paid into the Unemployment Savings Program lives on my balance sheet as an asset. The money continues to be Ensight’s not the governments. First Nonprofit has certainly given me peace of mind.
In addition to their money-saving purpose on behalf of nonprofit organizations like AHS, First Nonprofit’s Nonprofit Unemployment Fund streamlines the information we need to efficiently manage unemployment claims. Our relationship with NU Fund gave us access to such things as advice on planning for what’s ahead and how to analyze cost scenarios when unexpected events occurred. Both experiences were very helpful.
We have had a great experience with FNP. During Covid, when there was the chance that reimbursable nonprofits would have to pay 50% of the unemployment costs, FNP went to bat for us. We would receive weekly information on the Unemployment claim and how they were working to reduce the costs to reimbursable nonprofits. They have a great service also working with [our claims administrator] to make sure all the paperwork is completed correctly for any unemployment claim.
PORT Health Services has had a great experience with the Unemployment Savings Program offered through First Nonprofit. Throughout the years we have been involved in the program, we have increased our reserve account significantly through this program and find the reporting we receive both timely and useful. We look forward to our continued involvement with this program and our connection with First Nonprofit for many years to come.
Job One was spending a lot of money on unemployment. Our insurance broker, Mark Simcosky, recommended that we switch over to First Nonprofit. We did just that! This switch has been a huge savings for us! This switch saved us over $10,000 in the first year. Their customer service is Superior! Any time we have a question, we get a response very quickly. Any time we send them a report and they have a question; they call rather than just assuming. They were very responsive during COVID, even when they were in crisis mode their selves. They also were always there when we needed during COVID and very helpful! We would 1,000% recommend First Nonprofit to anybody that could benefit from it!
My experience with FNP has always been positive. Every time I have had to contact them, I’m always put in contact with a friendly and knowledgeable person. If something is missing from our account, they reach out to us to request it. It’s nice to work with a company that makes sure our account is current. I would recommend them to any nonprofit looking to reduce their unemployment insurance costs.
We’ve saved tens of thousands of dollars PER YEAR by changing to become a reimbursing employer, freeing funds for much needed capital investment. FNP has been a valued partner in this process, providing assurance that we have stopgap coverage for extraordinary claims and keeping claims response painless and simple. It’s a huge Win/Win!