How Nonprofits Can Expand Their Reach


According to the latest data from the National Center for Charitable Statistics (NCCS), there are more than 1.5 million registered nonprofit organizations in the U.S. These include public charities, chambers of commerce, civic leagues, private foundations, and other types of organizations that, each year, manage to raise donations totaling an estimated $450 billion.

Nonprofits are created to meet the specific needs of a community. Although the majority of them are dedicated to voluntary work and charity, there are also organizations dedicated to promoting art and culture, education, and community development. Wherever there is a need, there is likely a nonprofit organization offering help.

Nonprofit organizations are in direct contact with people who need their services, which is not always an easy task. Fortunately, there are some simple and inexpensive ways to broaden the reach and make more of a difference to your cause.

Join Coordinated Care Networks

If you want more people to know about your nonprofit’s work and get involved, coordinating with other organizations and government programs is the fastest and most practical way to do it. Establishing a partnership allows other audiences to learn your cause and the work being developed.

For example, in addition to public and private grants or the usual community donations, coordinated care networks (CCN) allow individuals to access resources more efficiently. A CCN is a consortium of providers whose mission is to connect people to a wide range of trusted local health services and resources, such as nonprofit hospitals, clinics, and community groups. Becoming a link in this process makes you stand out positively in your community, increasing your public visibility with potential donors and volunteers.

Host Community Events

Attracting community attention is vital, and you can easily do it by participating in community events held annually, such as fairs or holiday celebrations. An even more effective way to stand out is to promote your own event. A community event allows you to bring people together while you present the work your nonprofit organization does, announce new goals, share ideas, explain projects, and express how the money received so far has already made a difference.

Some practical ways to do this while attracting a large audience are:

  • Community sales
  • Charity auctions
  • Sporting events
  • Concerts by local artists
  • A small carnival

If you don’t have experience in event promotion and want to start slowly, you can also follow your city’s event schedule and get in touch with the organizers, offering your organization’s volunteer work in exchange for publicity and a space to present your activities.

Seek Out Advocates

You can make a cause known faster if you convince other people to advocate for it. Try to engage public officials or local celebrities in your organization’s work, and find people who are as passionate about the mission as your nonprofit’s staff.

For example, if local journalists become interested in your work, they can get you valuable space in their newspaper or radio/TV shows to publicize it. On the other hand, an influencer can give you valuable exposure on social media (and today, you shouldn’t underestimate the value of a ‘click’ or ‘like’).

With some creativity, you can also aim high and try to attract the attention of some big celebrities; many stars often share or talk about campaigns or inspiring stories, making them viral among their followers.

Implement Marketing Techniques

Unfortunately, a nonprofit organization doesn’t have the same marketing budget that for-profit organizations invest to reach their audience. This means you will either have to do your own marketing or seek volunteer work.

As times have changed, it has become easier to market digitally. Here are some tactics:

  • Use Social Media– This is the fastest way to get your material to be shared widely. You can even invest some money to boost your posts, making them reach a wider audience in your geographic area. If you don’t have the money, just focus on posting and sharing relevant material, such as exciting stories about the work your nonprofit is doing, which generally reaches a larger audience more quickly.
  • Send Out Newsletters– After a while, you will have lots of emails from several supporters of your organization. You can use them to send regular newsletters about the activities being developed, how resources are being invested, etc.
  • Create a Blog– As a complement to your social networks, a blog allows you to write a lot more about the projects and activities of your nonprofit. People who have never heard of it will find the organization through search engines if you create engaging and shareable content.

Doing the Right Thing is Priceless

Maintaining a nonprofit organization requires hard work and dedication, but it is also rewarding; no amount of money can amount to the feeling of doing good for your community, taking a small step towards a better world.

New technologies allow you to build a broad network around your cause for little money. Promoting community events, creating mobilization through social media campaigns, and seeking support from coordinated care networks are just some of the actions you can take to reach a wider audience.

Use your imagination and get ready to bring in new people interested in contributing to your cause or projects.