Hi Reader,

A familiar anecdote I often hear from nonprofit leaders is they are ready to amplify their impact online.

But I also hear, “I don’t know where to start.”

Since you subscribed to this newsletter, I’m confident you’re no longer unsure about transitioning to a digital nonprofit.

I know you're ready to begin. In this edition of the Social Profit Stack, I’ll share four principles for amplifying your nonprofit's digital fundraising strategy.

Adding these tactics to your current workflow can support your path to long-term success—even if you've already started.

Let’s dive in.

Parts You Might Be Missing

It's important to consider some of the parts you might be missing when starting to plan:

• You get lost in the "tools and tech" maze.
• It’s easy to resort to the old ways.
• You’re easily distracted with reasons to procrastinate - no time, I’ll do it later!
• You focus on unimportant things - what time should I post content?
• You’re juggling too many unrelated projects.
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I get it. I’m there so often. But the more I learn, the less I get lost in the weeds.

These are the four priorities to focus on when preparing to fundraise online. Start with one and then add in the others. Be sure to invite your team to help you begin.

1. What specific problem does your nonprofit solve?

A successful digital strategy doesn't address a problem that's too broad or vague.

While "making the community a better place" is achievable, it lacks the specificity you need to target and engage a particular audience.

Instead, narrow it down to “providing after-school programs for underprivileged youth.”

To focus on the right challenge, identify a specific, tangible problem you can solve for your community. Ask yourself the following questions:

• What pain points does my target community face?
• What challenges keep them up at night?
• What obstacles stand in the way of finding their solution?
• What value does my nonprofit provide for the community?

When you focus specifically on your community's needs, you can share how your organization finds solutions that resonate with and for your donors so they understand how they can help.

There’s nothing worse than a confused donor.

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2: Who is helping you solve the problem?

You need to figure out who your ideal donor is and where understanding their psychographic traits comes in. You want to learn about your donors inside and out.

What are their main interests? What do they value? What do they want to achieve, and why? What attitudes and personality types are relevant to the specific problem you solve?

Let's define some psychographic traits for potential donors who care about after-school programs for underprivileged youth:

• They have stable incomes and are passionate about community development and youth education.
• They are empathetic, socially responsible, and often feel a personal connection to the cause.
• They value education and equal opportunities and believe in giving back to the community.
• They're involved in local community activities, support educational initiatives, and follow nonprofits working in youth development.
• They're frustrated by the systemic inequalities that prevent children from accessing quality care and want to make a difference.

What are your theories about your ideal donor? Start writing!

Your answers will help you identify your ideal donor, which will guide your messaging, content, and engagement efforts.

Be bold and specific. It's better to serve a small group than cast a net too wide and fail to connect with anyone.

Test your theory.

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3: Why should that person choose your organization?

Next, you'll need to differentiate your nonprofit. How can you communicate your unique value?

This priority often gets overlooked. If your donor or community doesn’t know you exist to help solve the issue, how will they help set your nonprofit up for success?

These tactics can help you differentiate yourself:

• Tap into your unique background and expertise: Maybe you’ve successfully run after-school programs that have led to improved academic outcomes. Share personal stories and insights about your successes and challenges.
• Develop a framework or methodology: Create a step-by-step program addressing your target audience's pain points. For example, create a plan that supports after-school learning as part of the program.
• Offer a unique combination of services: Instead of only providing academic support, you might consider offering enrichment activities, family workshops, or community events. Start with a tiny idea, learn what else your audience needs, and expand your offerings over time.
• Constantly highlight your program's outcomes. You could incorporate arts and crafts, sports, or mentorship that are particularly effective for the children in your care. When crafting content, remind your audience of your unique approach.

Use your background, skills, and experiences to build a compelling story that showcases why you are the best choice for your audience.

Build in themes that support the tactics.

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4: How can you get some attention?

Now, it's time to start generating attention for your nonprofit. Here are some simple social media tactics you might develop:

First, redesign your social media profiles. The psychographic exercises I discussed will be useful when you create your banner images, tagline, about section, etc. The gold is in the details here.

When your audience comes across your profile, they should quickly be able to identify that you’re someone who makes them feel seen and understood and that your organization might exist to help solve their problem.

Find your audience in online communities. Join Facebook groups, LinkedIn groups, and other online communities where your target audience discusses their challenges and seeks support. You can share helpful advice and resources without being promotional.

Test the power of video content. Create short, inspiring videos that offer solutions to your community's struggles. Share videos on Instagram, TikTok, and YouTube Shorts. Then, consider sharing that same content on Facebook, LinkedIn, and beyond.

Remember, you're not on social media to copy "big creators" or get the most impressions. Focus on providing genuinely helpful information that demonstrates your impact and builds trust.

Build your reputation as a helpful resource.

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Activating a strategy like this will take work, time, persistence, and patience. But continuing to show up and deliver high-quality support will drive visibility, establish credibility, and attract the right people.

Remember—your community will only know you exist if you engage with them. Focusing on the priorities will amplify your new digital nonprofit.

Ready to review your nonprofit’s digital fundraising strategy? Get in touch - let’s begin today.

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Link 💜

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