Content Marketing Tips to Increase Donations for Nonprofits

Let’s be honest. Content marketing sounds like a buzzword. Something tech startups throw around at pitch meetings. But for your nonprofit? It could be the most powerful tool you’re not entirely using. Because here’s the deal: Great content builds trust. And trust drives donations for nonprofits.

That means blog posts, videos, emails, and even Instagram captions can turn casual readers into committed donors. But only if you do it right.

In this guide, we’ll show you how nonprofits are using content to connect, inspire, and raise more money.

You’ll walk away with actionable tips, real-world examples, and a simple roadmap to make your nonprofit’s content work harder.

Ready to turn content into donations for nonprofits​? Let’s go.

Start with the Story

Let me ask you something: When was the last time you read a nonprofit blog post and actually felt something?

That’s the power of storytelling.

It’s not about listing your programs. It’s about showing impact: real people, real change, and genuine emotion.

Example? charity: water absolutely nails this. They share short, powerful stories of people gaining access to clean water. Not statistics. Not jargon. Just a real transformation.

And guess what? People donate to people. Not organizations.

Quick Tip: Every month, feature one story. A person. A family. A community. Show what changed because of your work.

Mini Storytelling Template:

• Who is the subject?
• What challenge were they facing?
• How did your nonprofit help?
• What’s life like now?
• How can donors help more people like them?

Be Where Your Donors Are

Are your donors on Instagram? LinkedIn? Email?

Wherever they are, that’s where your content needs to live.

Too many nonprofits post to every platform the same way. That’s a mistake.

Customize it.

• On Instagram? Show behind-the-scenes and EGC photos and videos.
• On LinkedIn? Share thought leadership.
• On email? Go personal and direct.

Example: The World Wildlife Fund tailors their content beautifully. Their Instagram is visual and emotional. The email campaigns are tight and compelling. Their website? Built for action.

Quick Tip: Choose 2-3 channels. Show up consistently. And speak the language of each platform.

How to Know Where Your Donors Hang Out:

• Use Google Analytics to see where traffic is coming from
• Survey your email list
• Check social engagement by platform

Don’t Just Inform—Inspire

Facts tell. Stories sell. But inspiration? That’s what moves people.

Think about it.

Donors already know the world has problems. They’re not looking for more doom and gloom. They’re looking for hope. For proof that change is possible.

Your content should lift people. Show them what’s working. Let them be part of the win.

Example: The Trevor Project utilizes powerful, positive messaging to address serious topics. Their blog and social content focus on the lives saved—not just the crisis.

Quick Tip: For every problem you share, show a solution. For every stat, show a story.

Now we’re getting into the strategy.

Great content isn’t just about posting. It’s about moving people through a journey.

Here’s how it works:

• Top of Funnel (Awareness): Blog posts, social media, videos that introduce your cause.
• Middle of Funnel (Engagement): Webinars, downloadable guides, quizzes.
• Bottom of Funnel (Action): Donation pages, calls-to-action, impact reports.

Example: Feeding America does this well. Their site has educational blog posts, clear next steps, and donation CTAs on every page.

Quick Tip: Map your content. Ensure there’s a clear path from the first click to the first gift.

Make It Easy to Give

Make it easy for donors to find the donate button. The process should feel straightforward and user-friendly.

When your content inspires someone, provide them with a clear and straightforward way to take action.

Checklist:

• Donation link on every blog post
• Mobile-friendly donate page
• Suggested amounts + impact descriptions
• Thank-you message that feels human

Example: Rainforest Alliance nails this. Their content is vibrant. Their donate button is bold. And their forms are frictionless.

Quick Tip: Look at your last blog post. How easy is it to donate from that page?

Track What Works (and What Doesn’t)

This part isn’t sexy. But it matters.

You can’t improve what you don’t measure.

Utilize tools such as Google Analytics, email open rates, and social engagement metrics. See what content actually moves people.

Quick Tip: Set one or two KPIs for each platform. Track monthly. Adjust often.

Recommended Tools:

Repurpose Your Best Content

You don’t need to reinvent the wheel every week. Take your top-performing blog post and turn it into:

• An email series
• A LinkedIn post
• An Instagram story
• A YouTube short

Quick Tip: Once a month, review your best-performing content and ask: How else can we effectively share this message?

Empower Your Team and Volunteers to Share

Your people are your best promoters. Equip them with:

• Pre-written social posts
• Shareable graphics
• Easy talking points

Quick Tip: Turn your top stories into a “social kit” and share it with staff, board members, and volunteers.

Plan with a Content Calendar

Consistency beats perfection. A simple content calendar keeps your team aligned and your message clear.

Here’s how to start:

• Plan one core piece of content each week.
• Break it into smaller pieces for social and email.
• Use a simple tool like Trello, Notion, or Google Sheets.

Bonus Tip: Theme your content by week or month—this makes batching easier and more strategic.

Make Content Searchable with SEO

Search engines are silent donors. When people Google your cause, do they find your site—or someone else’s?

Quick SEO Tips for Nonprofits:

• Use keywords in titles and subheads (e.g., “how to help homeless youth”)
• Add meta descriptions to blog posts
• Use header tags (H1, H2) properly
• Add internal links between related content

This helps your content show up when potential supporters are searching.

Feature Donor Voices & UGC

People love to see themselves reflected in your work. User-generated content (UGC) fosters trust and showcases a genuine community.

Ways to do it:

• Share donor spotlights on Instagram or in emails.
• Post testimonials with photos.
• Repost volunteer content with permission.

Quick Tip: Create a hashtag for your community to use. Feature one supporter per month in your newsletter.

Keep It Accessible

Accessibility matters. It’s not just good practice—it’s the right thing to do.

Checklist for More Accessible Content:

• Use alt text for images.
• Caption your videos.
• Avoid jargon or overly complex language.
• Choose high-contrast colors and readable fonts.

This helps you reach all your supporters—and demonstrates your nonprofit’s commitment to inclusivity.

Avoid These Common Mistakes

Even smart nonprofits fall into these traps:

Don’t:

• Post stats with no story.
• Use internal jargon that outsiders won’t understand.
• Ghost your blog or social accounts for weeks.
• Link to a donation page, but never explain why it matters to the readers.

Do instead:

• Pair numbers with names and faces.
• Speak simply and emotionally.
• Be consistent, even if you post less often.
• Always connect giving to real-world change.

The Bottom Line? Content Converts When It Connects.

You don’t need a huge team. Or a giant budget to get donations for nonprofits​. You need a clever plan, real stories, and the courage to show up consistently.

When your content is built to connect, your mission becomes magnetic. And donors will want to be part of it.

Key Takeaways:

• Lead with stories that stir emotion
• Use content funnels to guide action
• Be visible on the right platforms
• Track and adapt your content
• Repurpose what works
• Make it easy (and inspiring) to give

Want help building a content strategy that drives real donations for nonprofits​? Let’s talk.

Schedule a call with our team today because the world needs what your nonprofit is doing. Let’s make sure more people see it—and support it.