Nonprofit marketing strategy
Nonprofit marketing strategy
PSM Marketing builds marketing strategies and written marketing plans for nonprofit organizations, then helps carry them out as your outsourced marketing department. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, works with your staff and board to set clear goals, define your audiences and choose the few channels that will make the biggest difference.
Reviewed by Michelle R. Wheeler
Updated October 2026
What a nonprofit marketing strategy answers
A nonprofit marketing strategy is your organization's plan for reaching the people who matter to your mission and moving them to act. A good one answers four questions.
Who do you need to reach?
Program participants, members, volunteers, supporters, partners and the community. Each group needs a different message.
What should they do?
Sign up, attend, volunteer, join, share or learn more. Every goal in your plan should lead to a specific action.
What makes your work matter?
A clear, memorable way to explain your mission and the difference you make, in plain language anyone can repeat.
How will you know it's working?
A measure for every goal, such as website visits, sign-ups, newsletter growth or program inquiries.
How to build a nonprofit marketing strategy
PSM Marketing follows the same process with every nonprofit, adapted to your size, your staff and your budget.
STEP 01
Review what you have
Look at your website, analytics, communications and past campaigns to see what has worked and what hasn't.
STEP 02
Set goals tied to your mission
Replace “raise awareness” with specific targets, such as more program sign-ups or a bigger newsletter list.
STEP 03
Define your audiences
List the groups you need to reach and what each one cares about, from participants to partners.
STEP 04
Sharpen your message
Write a short, clear statement of what you do, who you serve and why it matters, so staff and board say it the same way.
STEP 05
Choose your channels
Pick the few channels that reach your audiences best, such as your website, SEO, email and social media.
STEP 06
Assign, budget and measure
Decide who does what and when, what it costs and how you'll measure it. Then review the plan every quarter.
Strategy vs. plan
Your strategy is the what and why: goals, audiences and message. Your marketing plan is the how: channels, owners, timeline and budget. You need both.
Built for small teams
Most nonprofits don't have a marketing department. PSM Marketing builds plans your staff can actually carry out, or carries them out for you.
Why nonprofits need a marketing strategy
Most nonprofits do marketing in the time left over after running programs. A newsletter goes out when someone has a free afternoon, social posts come and go, and the website hasn't been updated since the last executive director.
A marketing strategy gives that work a direction. It helps a small team focus on the few things that matter most, keeps your message consistent across staff, board and volunteers, and shows your board what's working.
PSM Marketing doesn't run fundraising, development or events. We make sure your website, message and communications support the people who do.
Channels that work for nonprofits
The right mix depends on who you need to reach, but most nonprofit strategies draw on the same core channels.
- Your website. The place people go to learn what you do, find programs, volunteer or get in touch. It needs to be clear, accessible and easy for your staff to update.
- SEO and AI search. Visibility when people search for the services you provide or ask an AI tool for a recommendation.
- Email newsletters. The most direct way to keep members, volunteers and supporters informed and involved.
- Social media. Stories, photos and updates that show your work in action, on the one or two platforms your audiences use.
- Partners and ambassadors. Board members, volunteers and partner organizations who share your message with their own networks.
Nonprofits PSM Marketing has worked with
PSM Marketing has worked with nonprofits including League of Women Voters Minnesota, 4 Access Partners, Minneapolis Youth Inc, MNSOC, Midway Spotlight, Walking Shadow Theatre Company, Midwest Invasive Plant Network and Science and Social Studies Adventures (SASSA).
Your outsourced marketing department
A plan only works if someone carries it out. PSM Marketing gives your nonprofit a partner-level strategist, a dedicated client marketing lead and a full creative and digital team, for less than the cost of one in-house hire.
Outsourced marketing
A full marketing team that works as your marketing department every month, for $4,000 to $10,000+ a month.
Learn more →
Quickstart Package
A marketing plan and the essentials to carry it out, for smaller businesses and organizations, at $2,000 to $4,000 a month.
Learn more →
Fractional CMO
Senior marketing leadership for organizations that already have in-house marketing staff.
Learn more →
Marketing coaching
One-on-one marketing coaching for owners, leaders and staff who want to build their own skills.
Learn more →
Marketing services for nonprofits
Marketing strategy
A written plan with goals, audiences and a measure for every initiative.
Website design
Accessible, easy-to-update websites that explain your mission and make it simple to get involved.
SEO
Visibility in Google and AI search for the people looking for your programs and services.
Branding
A clear name, logo and message that make your organization easy to recognize and remember.
Content + communications
Newsletters, articles and social posts that keep members, volunteers and supporters informed.
Marketing coaching
One-on-one coaching for executive directors and staff who handle marketing themselves.
Also for nonprofits: SEO for nonprofits · Website design for nonprofits · All nonprofit marketing
What nonprofits say
“As a retired General Mills Executive and now a Co-Founder of a local nonprofit supporting women and BIPOC food entrepreneurs I want to offer resounding support for the work that Michelle Wheeler and PSM Marketing did in helping us launch our website [...] Michelle and her team were tremendous to work with, guiding us each step of the way with a very creative approach that met us “where we were and took us to a great place”.”
— John Mendesh, 4 Access Partners
“Our Project Manager, Michelle, worked with our board from start to finish and delivered a new website and student tracking system that works for our organization. This was accomplished at a reasonable cost, which is so important for a non-profit to consider.”
— Jennifer Frisbie, Google review
“Worked with PSM Marketing on a new website for a nonprofit organization. Outstanding work, professionalism, and attention to detail. Highly recommend.”
— Patrick Finnegan, Google review
Nonprofit marketing strategy: questions
What is a nonprofit marketing strategy?
It's a nonprofit's plan for reaching the people who matter to its mission: who they are, what you want them to do, what you'll say and which channels you'll use, with a measure for each goal.
What's the difference between a marketing strategy and a marketing plan?
The strategy sets your goals, audiences and message. The plan turns them into channels, owners, a timeline and a budget.
How long does it take to build a nonprofit marketing plan?
PSM Marketing starts with an assessment of your current marketing, then presents findings and recommendations before writing the plan. Timing depends on the size of your organization.
Does PSM Marketing do fundraising or event planning?
No. PSM Marketing focuses on strategy, branding, websites, SEO and communications. We work alongside your development and events staff so your marketing supports their work.
How much does nonprofit marketing cost?
Outsourced marketing runs $4,000 to $10,000+ a month on 12-month agreements. Smaller organizations often start with the Quickstart Package at $2,000 to $4,000 a month.
Do you work with nonprofits outside Minnesota?
Yes. PSM Marketing is based in St. Paul and Rush City and works with organizations across the country by video.
Nonprofit marketing insights
Let's talk about your organization's marketing.
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with a clear view of what to do next, whether or not we work together.