Unlocking the Power of Marketing for Nonprofit with Jules Taggart

In this insightful installment, host May L. Harris, Esq., M.A., engages with Jules Taggart, the Founder and CEO of Wayward Kind, company specializing in providing fractional Chief Marketing Officer (CMO) services. If you’re a nonprofit leader, whether seasoned or new to the field, this episode is a treasure trove of practical advice and strategic wisdom for marketing your nonprofit.

The Transformation of Nonprofit Marketing

Jules Taggart her CMO journey running a full-service marketing agency, then transitioned to focusing exclusively on nonprofit clients as a fractional CMO. Her transition reflects a broader shift in the nonprofit sector. Gone are the days when marketing was considered a luxury or a commercial gimmick. Today, it’s a fundamental part of a nonprofit’s strategic toolkit.

As Jules aptly puts it, marketing used to be seen as a negative, or "four-letter word" in the nonprofit world—something businesses did but not nonprofits. However, with the rise of social media and digital engagement, this perception has changed. Nonprofits now have the opportunity to reach wider audiences and connect in more meaningful ways than ever before.

Strategic Guidance Over Full-Service Agencies

One of Jules’ key points was the importance of strategic marketing guidance tailored to nonprofits. Unlike the clients of traditional full-service agencies, nonprofits often have internal resources such as copywriters or graphic designers. What they often lack is a cohesive marketing strategy that aligns with their overall strategic and fundraising plans. This is where a fractional CMO comes in—providing strategic oversight without the need for a full-time commitment.

The Changing Landscape of Donor Engagement

Donor engagement has evolved significantly. In the past, direct mail and phone calls were primary channels. Today, nonprofits must engage donors through multiple touchpoints across various digital platforms. May highlighted the importance of adapting to the preferences of different donor demographics, noting that younger donors may not engage with traditional methods but are highly active on social media.

A multi-touchpoint approach is now essential. For instance, older donors might still respond to direct mail but are also influenced by digital content. They may have absorbed the direct mail but not taken action, but if they then see an ad online they’ll think to themselves “Oh, I meant to do that,” and take action. This blended strategy ensures that nonprofits remain visible and relevant to all potential supporters.

Navigating the Marketing Maze

For many nonprofits, the challenge isn’t the lack of effort but rather a lack of direction. Jules advised starting with a thorough audit of existing marketing activities. Often, nonprofits are already doing effective work that just needs refinement. Whether it’s tweaking email campaigns or improving social media strategies, small adjustments can lead to significant improvements.

Jules also discussed the importance of empathy and utility in marketing. Understanding and addressing the needs and interests of your audience can transform your marketing efforts from mundane to impactful.

Finding and Utilizing Resources

When it comes to finding the right people for marketing tasks, Jules suggests starting with your existing network. Utilize your email list, and see if anyone you’re already connected with may be up to the task. If internal resources are limited, platforms like Upwork offer access to freelance professionals who can tackle specific projects. Whether you need a part-time copywriter or a consultant for a specific campaign, leveraging these resources can be cost-effective and efficient.

Engaging with Stakeholders and Board Members

For nonprofits, engaging with stakeholders—particularly board members—can be highly beneficial. Board members often have valuable insights and can contribute to marketing efforts in various ways, from sharing content on social media to providing feedback on strategies. Understanding their interests and leveraging their networks can amplify your organization’s reach and impact.

Final Thoughts

For nonprofits looking to enhance their marketing efforts, this episode's insights offer a clear roadmap. Start with a strategic audit, leverage existing resources, and adapt to the evolving digital landscape. And remember, empathy and utility in your messaging can make all the difference.