Bridging the Gap: Engaging Your Local Community is Critical for Nonprofits
I’ve always felt that connecting with your local community is a necessary step in creating a successful nonprofit. This holds true whether you’re operating a small charity serving just one town or an international organization with locations in cities around the world.
By integrating your nonprofit into the fabric of your community, you become more recognizable, build trust, and improve your programs. This is all critical to growing your donor base, bringing in new volunteers, and better serving those your mission benefits.
Why Nonprofits Can’t Skip Community Engagement
I have found that most people today crave authenticity from the nonprofits they support. They don’t want to give their resources – whether time, money, or energy – to just any faceless organization. Many people are also looking to have an impact in their own area.
Becoming involved with your community is one of the best ways to put a face to your nonprofit. It allows you to develop real relationships with your supporters as well as show that you truly care about the area in which you operate.
Plus, you can use these relationships to improve your own programs. Ask for feedback and pay close attention to conversations had with community members, then put this information to work by making the changes that will have the best impact on those you serve.
Top Strategies to Connect with Your Community
While fundraising appeals and campaigns are vital to bringing in dollars and cents, it’s your marketing and community engagement strategies that raise awareness and establish a positive reputation. And with most people needing several touchpoints before offering their support, these communications tactics are becoming more and more important.
Let’s walk through some of the strategies you can use to connect with your community.
Talk About Impact
Now more than ever, philanthropists are looking to see the impact their support has had (or could have) on your organization and its mission. Include details about this impact wherever it makes sense for you – some good places to start are thank-you letters, fundraising appeals, your website, and social media posts.
If your nonprofit directly serves your community in some way, be sure to talk about it! Share data points that show the number of local people, animals, or acres of land impacted by your mission. Tell stories about these beneficiaries and the difference your nonprofit has had.
Even if your nonprofit serves other areas, you can still connect this impact back to your community. Ask a local donor to record a video about why they give. Post the number of volunteers from your community who dedicated their time. People will be influenced by the fact that their family, friends, and neighbors are involved in some way!
Develop Local Partnerships
Partnerships with other local companies and organizations can offer benefits to all parties involved.
By partnering with your nonprofit, these businesses show that they care about social responsibility. And by partnering with them, you are able to use their network to get the word out about your mission while often also raising funds.
Make a list of businesses (and even well-known individuals) in your area with values or services that align with your own and then think through how they might be willing to partner with you.
Some potential nonprofit partnership opportunities include:
- Donation at Check-Out – See if local stores would be willing to ask customers to make a small donation or round up their bill for a good cause at check-out.
- Restaurant Nights – Many restaurants are willing to donate a portion of one night’s sales to local nonprofits.
- Guest Bartender Events – Some restaurants allow you to promote your organization through a guest bartender event. This allows you to invite your supporters out for a fun evening and is a great opportunity to engage with some of your younger fans.
- Product Purchases – Ask local artists and small businesses if they’d be willing to design or create a product that aligns with your cause, which is then sold to benefit your mission.
- Event Sponsorships – Hosting an event? Offer sponsorship packages that include a business’ logo on programs and ads, mentions during the event itself, and more in exchange for a donation.
- Influencers – If a local individual or even a business has a large social media following, consider asking them to promote your nonprofit, whether through an original post or by sharing one of your own. Even better? If they are already a major donor for your nonprofit.
Take Part in Community Events
One of the best ways to get a boost of awareness is by taking part in community events throughout your area. This could include hosting a booth at fairs and seasonal celebrations or even joining in parades!
Remember that the primary goal of this tactic is simply to increase awareness – by participating in several of these events, people in your community will start to recognize your nonprofit. Then, when it comes time to donate, volunteer, or even access services themselves, they’ll know where to turn.
Put together informational materials you can hand out at each event and – if applicable – consider ways to draw in visitors to your booth. You might pass out fun goodies along with your informational pieces or come up with a fun game and prizes. Just be sure to have a set of knowledgeable and passionate volunteers willing to help with each event!
Provide Volunteer Opportunities
Speaking of volunteers – another great way to engage your community is to provide ways to volunteer for your nonprofit.
Not only does this benefit your nonprofit through the gift of extra hands (plus extra time and talents) it also gives community members the chance to experience the important work your nonprofit does first-hand. And it helps them feel good about helping out – giving people the chance to make a difference in their own community is powerful!
Offer several different types of volunteer opportunities ranging in everything from the type of skills needed to the level of commitment required. Some supporters, for example, may only have a couple of hours to spare here and there, while others may be looking to give back every week.
Host Your Own Events
Another tactic you can use to give community members an up-close look at what your nonprofit does is by hosting events.
And I don’t necessarily mean fundraising events here. While those are great, community engagement-focused events don’t necessarily include asking for money.
Consider bringing in speakers who cover topics related to your mission and invite the public to attend for free. Not only does this spread awareness of your cause, but it also boosts your reputation as a nonprofit willing to help the community and establishes your organization as a thought-leader in this space.
If your nonprofit operates a physical location – such as a park, theater, or animal shelter – consider planning an open house or anniversary celebration. Make admission free and offer a variety of fun activities, again increasing awareness and good will.
Ask for Feedback
Every community is different. What might work in one town won’t in another. That’s why it’s important to ask for feedback.
Develop a survey to learn more about your nonprofit’s status in the area as well as what community members are looking for from an organization like yours. Include questions that cover how well-recognized your nonprofit is, if people understand your mission, and how your nonprofit is perceived. You can also ask about services they feel should be offered, anything they feel is missing in the community, and more.
The goal of this survey will be to gain knowledge for your nonprofit, of course, but it will also serve as another way to show you truly care about engaging with and making a difference in your community.
Nonprofits and Community – A Match Made in Heaven
Long story short? I firmly believe that nonprofits that become a part of the fabric of their local community will thrive.
By taking steps to show the impact you have in your area, establish partnerships with local businesses and events, and provide community members with ways to give back, you’ll be well on your way to boosting both awareness and funds for your mission.
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With more than a decade of experience in the marketing and communications space, Kara has developed a passion for helping organizations find their voice. As a nonprofit communications consultant with MVP Advisors, she works with nonprofits of all sizes to tell their stories, build awareness, and raise funds for their critical missions and programs along the way.
Connect with her at kschmidcontent@gmail.com.