Rethinking the Nonprofit Marketing Playbook
In the nonprofit world, every dollar matters. Budgets are tight, resources are limited, and staff often juggle multiple roles just to keep things running. Getting the word out about your mission is essential—but how do you do it without spending a fortune?
Traditionally, nonprofits have relied on two main strategies: earned media (press coverage, word-of-mouth) and paid media (advertising, sponsorships). While both can be valuable, they come with major drawbacks—earned media is unpredictable, and paid media disappears the second the budget runs out.
For small nonprofits, this creates a big challenge. You might get a lucky break with a news feature or a well-placed ad, but once the moment passes, you’re back at square one, struggling to keep your mission in the public eye.
The smarter, more sustainable investment? Owned media. This includes content and platforms that your nonprofit controls—your website, blog, email list, podcast, and social media channels. Unlike ads that vanish or press coverage that’s here today and gone tomorrow, owned media continues working for you long after the initial effort. A well-written blog post can educate and inspire supporters for years. An email list allows you to connect directly with donors and volunteers without relying on costly third-party platforms. A podcast or video series lets you tell your nonprofit’s story in your own voice, creating deeper engagement without requiring constant ad spend.
Think of owned media as a compounding asset. Every piece of content you create builds on the last, strengthening your visibility and credibility. Instead of paying for exposure over and over again, your website, social media, and email marketing become tools that keep delivering value over time—without additional cost.
Most importantly, owned media puts you in control. Small nonprofits don’t have the luxury of big PR teams or advertising budgets, but you don’t need them. With a well-planned content strategy, you can attract new supporters, keep existing donors engaged, and build a loyal community—without constantly spending money on ads or waiting for media coverage.
If your small nonprofit isn’t prioritizing owned media, you’re not just missing an opportunity—you’re leaving engagement, influence, and long-term donor relationships on the table. By shifting focus from short-lived exposure to a sustainable, content-driven strategy, you’ll ensure that your mission continues reaching the right people—not just for a moment, but for years to come.
Why Earned and Paid Media Aren’t Enough
Earned Media: Great When It Happens, But You Can’t Count on It
It’s exciting when a news outlet covers your nonprofit’s work or a social media post goes viral. But relying on hope that the media will keep covering your cause? That’s a gamble. The news cycle moves fast, and journalists have their own priorities. You might get a burst of attention today and be forgotten tomorrow.
Effective public relations isn’t just about getting lucky—it’s about building relationships with reporters, influencers, and industry voices who can help amplify your message. And that takes time or money. Either your team needs to invest in networking and crafting press-worthy stories, or you need to hire professionals who know how to pitch effectively and maintain those relationships. Without that investment, earned media remains unreliable as a long-term strategy.
Paid Media: Expensive and Short-Lived
Ads can give your nonprofit instant visibility—but at a steep cost. The moment you stop paying, the traffic, engagement, and donations dry up. If you’re constantly throwing money at advertising without investing in content that lasts, you’re just renting attention instead of owning it.
Beyond the cost, traditional advertising is losing effectiveness. Audiences are more fragmented than ever. People skip commercials, use ad blockers, and consume content on platforms where they have more control over what they see. That means nonprofits face more competition for attention and fewer guarantees that their ads will even be seen—making paid media an increasingly unreliable approach.
Owned Media: The Smart, Sustainable Strategy
1. Control Your Story, Own Your Narrative
With owned media, your nonprofit decides what gets said, how it’s framed, and when it’s shared. You’re not at the mercy of journalists, algorithms, or advertising rates. Your website, email list, and social media accounts ensure your mission is communicated exactly as you want.
2. Long-Term Impact Without Ongoing Costs
A well-written blog post, engaging video, or useful resource doesn’t just work for a day—it works for years. Unlike paid ads that disappear, owned content keeps attracting supporters, donors, and volunteers long after you hit publish.
3. Direct, Unfiltered Connection With Your Supporters
A nonprofit’s email list is gold. It’s a direct line to people who believe in your cause, without worrying about shifting social media algorithms or declining organic reach. Newsletters, impact updates, and behind-the-scenes stories create real relationships with donors and volunteers.
4. SEO Power: Be Where People Are Looking
People are already searching for the work you do—so why not make sure they find you? A strong blog, well-optimized website, and consistent content strategy put your nonprofit in front of potential supporters when they’re actively looking.
5. Multiply Your Reach Without Multiplying Effort
A single blog post can be repurposed across multiple channels—turn it into an email, chop it into bite-sized social media posts, expand it into a video. Owned content fuels all your marketing efforts without constantly reinventing the wheel.
Comparison of Owned, Earned, and Paid Media
| Media Type | Pros | Cons |
|---|---|---|
| Owned Media | Long-lasting impact, full control, cost-effective | Requires consistent effort, takes time |
| Earned Media | High credibility, broad exposure | Unpredictable, short-term visibility |
| Paid Media | Immediate reach, highly targeted | Expensive, stops working when budget runs out |
Owned Media as a Force Multiplier
One of the most overlooked advantages of owned media is its ability to enhance and amplify both earned and paid media efforts. When done right, owned media makes paid advertising more effective and increases the likelihood of securing earned media coverage.
How Owned Media Boosts Earned Media
- A well-maintained blog positions your nonprofit as a go-to source for journalists. Reporters are 60% more likely to feature organizations with established online authority (Cision, 2023).
- If a reporter is researching your cause, a strong owned media presence increases the chances they’ll cite your organization in an article or interview.
- High-quality owned content—reports, infographics, videos—makes it easier for media outlets to share your story.
How Owned Media Strengthens Paid Media
- Better ad performance: Campaigns promoting high-quality content have a 47% higher conversion rate than those pushing direct donation asks (Content Marketing Institute, 2023).
- Retargeting opportunities: If someone engages with a blog post or video, they can later be targeted with more personalized advertising, increasing the likelihood of action.
- Lower costs: Paid campaigns tied to strong owned content cost 33% less per lead than those without (HubSpot, 2023).
A nonprofit that prioritizes owned media doesn’t just build a sustainable audience—it amplifies every other marketing effort for greater impact.
Owned Media Strategies
Owned media is the foundation of an effective nonprofit marketing strategy. By leveraging a mix of digital content formats, nonprofits can establish authority, build deep relationships with supporters, and create content that continues working long after it’s published. The following strategies each serve a unique role, but when combined, they become even more powerful in amplifying reach and engagement.
1. Blog Content: SEO and Authority Building
- Websites with blogs generate 55% more visitors than those without. (HubSpot, 2023).
- Well-optimized nonprofit blog content can rank in search engines, providing a steady stream of traffic and increasing visibility.
- Evergreen blog posts—such as how-to guides, impact stories, and expert insights—continue working long after publication.
- Blogs can serve as the foundation for repurposed content—articles can be turned into social posts, email campaigns, or even scripts for video and podcast episodes.
2. Video Content: High Engagement, High ROI
- Video is one of the most effective content formats, with 88% of marketers reporting positive ROI from video content (Wyzowl, 2023).
- Social video generates 1,200% more shares than text and image content combined (Wordstream, 2023).
- Nonprofits can leverage video for storytelling, donor thank-yous, behind-the-scenes looks, and educational content that deepens audience engagement.
- Live video and short-form content (Instagram Reels, YouTube Shorts, and TikTok) have proven to increase real-time engagement and drive action.
3. Podcasts: Building a Loyal Audience
- Over 40% of Americans listen to podcasts monthly, making them a powerful tool for reaching engaged audiences (Edison Research, 2023).
- Podcasts allow nonprofits to showcase expertise, feature guest speakers, and build community conversations around their cause.
- Unlike fleeting social media posts, podcast episodes stay accessible and searchable indefinitely, driving ongoing traffic and awareness.
- Podcast listeners tend to be highly engaged, spending an average of 30-40 minutes per episode, providing a deeper connection with your message.
4. Email Newsletters: Direct and Cost-Effective
- Email marketing has an average ROI of $42 for every $1 spent (Litmus, 2023).
- 4x better engagement than social media (Campaign Monitor, 2023).
- Unlike social media, where algorithms limit organic reach, email ensures your messages get delivered directly to your audience.
- Regular email updates keep donors engaged and encourage recurring contributions.
- Segmentation and personalization can increase engagement rates, ensuring supporters receive content that resonates with them.
5. Infographics: Shareable and Digestible Content
- Visual content is processed 60,000 times faster than text and is more likely to be shared (MIT, 2023).
- Infographics help simplify complex data and tell compelling stories that resonate with supporters.
- Perfect for social media, infographics can drive traffic back to your website and increase engagement.
- When paired with blog content, infographics can enhance storytelling and provide bite-sized takeaways for supporters.
By integrating these owned media strategies, nonprofits can create a comprehensive, multi-channel approach that reinforces messaging, strengthens brand identity, and enhances engagement. For example, a blog post can be repurposed into a podcast discussion, summarized in an email newsletter, and expanded into a video for social media. This interconnected strategy ensures that messaging is consistent, reach is maximized, and content continues to deliver results over time.
Final Thoughts: Stop Renting Attention—Start Owning It
Owned media is the most valuable and sustainable asset a nonprofit can develop. While earned media provides credibility and paid media offers immediate reach, owned media is what keeps your organization’s message alive long-term. It’s the difference between constantly fighting for visibility and building a lasting, engaged audience that actively supports your mission.
By investing in a well-rounded content strategy—including blogs, videos, podcasts, email newsletters, and infographics—nonprofits can maximize their influence and build relationships that endure beyond a single campaign. Unlike ads that disappear or media coverage that fades, owned content continues working for you long after it’s created. It enhances every other marketing effort, making earned media more accessible and paid media more effective. More importantly, it puts control in your hands, ensuring that your mission is represented exactly as you intend.
If your nonprofit has been stuck in a cycle of paying for attention or waiting for media opportunities to come along, now is the time to shift the focus. Start building a foundation that sustains itself.
The best time to start developing owned media? Yesterday. The second-best time? Right now.
If you’re ready to take the next step but aren’t sure where to start, we’d love to help. Whether it’s refining your blog strategy, launching a podcast, or leveraging video for greater impact, we can help you make the most of your content and ensure your organization’s message reaches the right people. Reach out today, and let’s talk about how you can turn your content into a powerful, long-term asset for your nonprofit.
