Creating "Awareness" in the Donor Journey
In a donor journey, “awareness” is the first critical step for small arts and LGBTQ+ nonprofits. At this stage, potential donors are just becoming aware of your organization. They might see your logo, hear about an event, or read an article about the impact you're making. They don’t know your organization well yet, but something has sparked their curiosity. The awareness phase is about getting on their radar and making a memorable first impression. For arts and LGBTQ+ nonprofits, this step can be a powerful opportunity to showcase the unique value you bring to your communities.
Where Do Potential Donors Spend Their Time?
Getting on a donor's radar requires thinking about where your ideal donors are most likely to engage. Start by considering two categories: online spaces and offline events.
Online Spaces:
Digital spaces are essential for building awareness. Social media platforms, especially Facebook, Instagram, and LinkedIn, can help you reach donors interested in arts and LGBTQ+ causes. Too often, too many small nonprofits try to be on all social media platforms. Don’t do it! Understand which social media platform you have the most followers and/or engaged followers and then communicate consistently and engage with those that like, share and post on your feed(s).
Offline Events:
While digital spaces are essential, local events, arts festivals, pride parades, and community gatherings provide fantastic opportunities to connect with potential donors face-to-face. These events allow you to tap into local enthusiasm and make a personal connection. Bring literature about your organization and have a sign-up sheet for people to join your email list and/or volunteer list. If you have volunteers representing your organization, make sure they are trained and prepared to talk about your nonprofit’s work.
Leveraging Digital Marketing Channels to Attract Attention
When it comes to awareness, having a digital marketing strategy, even a simple one, is essential. Here are three key channels to consider:
Social Media:
For arts and LGBTQ+ nonprofits, social media offers the perfect platform to share visuals, stories, and events. Post engaging content like behind-the-scenes photos, testimonials, and infographics that demonstrate your impact. Take advantage of Facebook and Instagram ads to expand your reach with targeting options that can zero in on people interested in arts or LGBTQ+ issues.
SEO (Search Engine Optimization):
SEO might sound technical, but it’s a powerful tool for raising awareness. By optimizing your website with relevant keywords (like “LGBTQ [Your Programs] in [Your City]” or “support local artists in [Your City]”), you can rank higher in Google searches and help people discover your organization organically. Consider blogging about issues that resonate with your audience or sharing guides on local arts events or LGBTQ+ history to attract organic traffic.
Email Marketing:
Even in the awareness stage, email marketing can be effective, especially if you can build a subscriber list through website sign-ups or event participation. Try crafting a welcome email series to introduce subscribers to your mission, share impactful stories, and keep them updated on upcoming events.
Telling Your Nonprofit’s Story Effectively
In the arts and LGBTQ+ nonprofit world, the stories you tell are just as important as how you tell them. Here are some ways to make your storytelling resonate.
Highlight Authenticity:
People connect with stories that feel genuine. Share the real, unfiltered reasons your organization exists, the challenges you face, and the difference your work makes.
Put Faces to the Cause:
Spotlighting real people—artists, staff, or community members—who benefit from or contribute to your organization can make your cause feel tangible. Potential donors will connect with individuals on a personal level, fostering empathy and support.
Use Visuals Thoughtfully:
For arts organizations, visuals are a natural fit. Share photos and videos from events, exhibits, or performances. For LGBTQ+ nonprofits, visuals that celebrate diversity and inclusivity can powerfully showcase your mission in action.
Partnering with Like-Minded Organizations to Expand Reach
One of the most effective ways to boost awareness is by teaming up with other organizations that share similar values. Here’s how partnerships can help:
Co-Hosted Events:
Co-hosting events with other nonprofits or local businesses can help you tap into their audiences. Look for partnerships with other LGBTQ+ or arts groups to build collaborative events, like art shows, pride events, or workshops. Or, partner with a local business (unique venues are always great -- a new wine bar or art gallery in a hip neighborhood) to host a happy hour event. This can expand your reach and introduce new people to your organization.
Cross-Promotions on Social Media:
You can also create mutually beneficial relationships online. Partner organizations can share your content with their followers, and you can do the same. For example, a small LGBTQ+ nonprofit might partner with an art gallery to cross-promote an event, combining forces for greater impact.
Collaborative Storytelling:
Partner with other organizations to tell powerful, combined stories. For instance, a small LGBTQ+ nonprofit might team up with a local theatre to share the story of a joint community project. This kind of storytelling reinforces the idea that together, you’re making a bigger impact.
Awareness-building is a vital stage of the donor journey. It’s not just about getting noticed—it’s about making a meaningful first impression that resonates.
Next in our 5-part series, we’ll explore the “evaluation stage”—how to engage donors who are interested but still learning about your mission.
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