Why Community is Key to Nonprofit Marketing Success

Having a clear mission is great but it’s people who make the impact happen. Community engagement is how a nonprofit can grow, rally support, and create lasting change. And it’s not just about fundraising, it’s about building real relationships and inspiring people to take action. When nonprofits do engagement right, they build trust and garner support well beyond a single donation.

What is Community Engagement?

While community engagement can take many forms, it’s ultimately about making sure that you’re actively involving key stakeholders in your nonprofit’s initiatives. When people feel seen and heard, they not only donate or volunteer, they’ll also advocate and bring others along, which in turn creates a ripple effect that builds momentum.

Just look at organizations like charity: water, Goodwill, and Habitat for Humanity. They don’t just push out marketing messages, they actively engage with their communities. Whether it’s through storytelling, volunteer initiatives, or social media, they’re intentional about creating meaningful connections. That’s why they consistently rank among the top nonprofits for marketing and engagement—they don’t talk at their communities, they connect with them.

How Nonprofit Community Engagement Strengthens Marketing Efforts

Marketing in the nonprofit world isn’t just about asking for support—it’s about creating a meaningful exchange of value. When people feel invested in your cause, giving becomes something they’re excited to do and not something they feel pressured into.

That’s why content marketing and community engagement go hand in hand—they build trust, strengthen relationships, and show supporters exactly why their involvement matters. The more engaged your community is, the more likely they are to spread the word. And that brings us to one of the most powerful and organic marketing tools out there: word-of-mouth.

Boosting Brand Awareness Through Word-of-Mouth

Think about the last time you recommended something to friends and family, whether it’s a new restaurant, an app, or a cause near and dear to you. This natural inclination to share what we love is what makes word-of-mouth marketing so powerful especially for nonprofits. When people are excited about your cause, they become brand ambassadors, sharing their enthusiasm both on and offline. This organic form of promotion is invaluable; it’s an authentic endorsement and more credible than any ad. 

Word-of-mouth marketing is all about being transparent. When people see that your nonprofit is honest and personal, they’re more likely to donate. Plus, sharing stories about what you do and why it matters helps draw even more people in.

Increasing Donor Retention & Recurring Support

Now, think about your donors. They’re more than just names in a database; they’re the heart of your mission. When these folks feel a connection to your cause, they’re more likely to stick around. Increasing donor retention and securing recurring support are crucial strategies for any nonprofit looking to grow its revenue. 

Recurring donors not only demonstrate higher retention rates but also contribute significantly more over their giving lifetime compared to one-time donors. On average, recurring donors are worth 4.87X more than a one-time donor. Not only does setting up a recurring giving program increase your donor lifetime value, overall engagement, and make your fundraising job easier, it’s also not as complicated as it sounds.

Driving Volunteer Involvement & Advocacy

Effective community engagement isn’t just about bringing people together; it’s about inspiring them to act. Remember, volunteers aren’t just helpers; they’re dedicated advocates. Their involvement goes beyond participation, they’re a resource helping to raise awareness about your programs. For instance, when it comes to advocacy campaigns, engaged volunteers can increase visibility through social media shares, participating in rallies, or lobbying efforts. This surge in participation shows how an engaged community can drive action.

Strategies to Build and Strengthen Nonprofit Community Engagement

Leveraging Social Media & Online Communities

(Learn what works and what doesn’t from nonprofit marketers putting social media strategies to the test.)

We’re seeing nonprofits engage audiences on social more than ever to connect and expand their reach. In fact, with nonprofits typically active on three to four platforms, it’s clear that having a strong digital presence is no longer optional—it’s essential. But here’s the thing: what works for one nonprofit won’t necessarily work for another. The key is knowing who your audience is and how they engage.

To make the most of your social media presence:

• Post Consistently – Keep your mission visible by showing up regularly. Nonprofits that post at least 3-4 times per week see higher engagement.
• Make It Interactive – Polls, questions, and calls-to-action aren’t just fun—they drive engagement. The more people interact with your posts, the more the algorithm works in your favor.
• Respond Like You Mean It – Quick responses to comments and messages show supporters they matter. People are 53% more likely to engage with a brand that interacts with them.
• Use the Right Tools – Live videos, Instagram Reels, and Facebook Groups boost organic reach and engagement. Right now, video content gets 2X more engagement than static posts, so don’t be afraid to hit record.

At the end of the day, social media isn’t just about posting—it’s about meeting your audience where they’re at.

Hosting Events & Meetups

Don’t sleep on events and meetups. Whether in-person or online, they’re one of the best ways to rally your community and strengthen engagement. While fundraising galas often come to mind first, you don’t need a black-tie gala to make an impact.

Think about some of the most popular nonprofit events—annual galas, charity runs, benefit concerts. In addition, consider informational sessions like town halls or panel discussions to educate your audience on key issues and volunteer appreciation events to create space for celebrating your supporters.

(Get event inspiration from nonprofit peers doing the work.)

If you host an event year after year, consider turning it into a signature event, something that becomes uniquely associated with your nonprofit and helps you stand out. Whether it’s an annual day of service, a themed fundraiser, or a community storytelling night, a well-executed signature event can boost your brand, attract new supporters, and strengthen relationships with existing ones.

Personalizing Donor & Supporter Communications

Let’s be real—our inboxes are overflowing, and most messages get trashed before they’re even opened. If you want your communications to actually get noticed, personalization is key. Here’s how you can make your messages stand out:

• Segment Your Audience: Tailor your messages to fit different groups within your audience, making each message feel more relevant and personal.
• Use Names and Details: Address donors by name in emails and mention their past contributions to show how they’ve specifically helped. If they’ve expressed interest in a specific program or previously supported one, make sure to bring that up too.
• Social Media Engagement: Shoutout volunteers and participants on social media, tagging them in posts to make them feel appreciated and seen. Always ensure you have their consent before mentioning them to respect their privacy and preferences.
• Storytelling: Share stories that resonate with donors and supporters, inviting them to see themselves as part of a larger narrative, not just contributors to a cause. Encourage them to share their own experiences too as this adds to the word-of-mouth marketing mentioned earlier.

Measuring the Impact of Nonprofit Community Engagement

If you’re putting in the work to engage your community, you’ll want to know it’s actually hitting the mark. Fortunately, there’s key metrics that can help you track what’s working and what needs tweaking.

• Donor Retention Rates: This shows how well you’re keeping long-term relationships with donors. High retention rates mean donors continue to support your cause.
• Social Media Engagement: Keep an eye on likes, shares, and comments to gauge your online presence and how effectively you’re reaching and interacting with people.
• Volunteer Sign-Ups: Tracking how many new volunteers sign up can tell you about the community’s enthusiasm and commitment to your cause.

Using tools like CRM systems for donors, social media analytics for online engagement, and software for managing volunteers makes tracking these metrics easier and gives you valuable data-driven insights.

Set Goals That Actually Work

A great way to measure progress is by using SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). For example, instead of just saying “we want more returning donors,” aim to increase donor retention by 10% over the next year by improving personalized communication. Having clear goals helps you focus your efforts and see real progress.

Build Stronger Communities

(Google Ad Grant course available at the Nonprofit Marketing Club)

Nonprofit marketing and engagement isn’t easy, but you don’t have to figure it all out alone. Learn how to strengthen your engagement strategies with expert-led resources for nonprofits and a supportive community of peers. 

With over 300 hours of training at your fingertips, you’ll have everything you need to turn every interaction into a meaningful connection.

Join the nonprofit marketing club today.

Gia Chow