You probably clicked into this article thinking, “Please don’t tell me I need to hire another consultant or spend five grand on a brand refresh when I’ve got a gala to plan and a donor list that still lives in Excel.”
Hmmm. You’ve heard this all before, no?
Well, I am going to tell you to invest, but not because I think branding is more important than boots on the ground. I’m telling you this because I’ve seen what happens to nonprofits that wait too long to take their marketing seriously.
Spoiler: it’s not pretty.
What does “investing in marketing” even mean, and why does it feel so risky? And how do you do it in a way that actually works, without feeling like you just lit a match to your grant funding?
Marketing Isn’t a Dirty Word: It’s Your Mission Amplifier
For many nonprofit folks, “marketing” feels icky. It feels inauthentic, and like you’re selling something. Like you’re trying to manipulate people into giving money they don’t want to give.
But when done right, marketing is just storytelling with purpose.
It’s telling the world:
- Who you are
- What you care about
- Who you help
- Why it matters
And doing it in a way that people actually notice, care about, and act on.
In fact, according to a study by the Stanford Social Innovation Review, nonprofits that prioritize communications and marketing are more likely to reach their program goals and secure sustainable funding.
So no — marketing isn’t selling out. It’s showing up.
Why Small Nonprofits Still Need a Marketing Budget
Your size doesn’t excuse you from needing to communicate clearly and consistently. In fact, being small means every dollar and every impression matters more. You can’t afford to not get your message right.
Plus, donors today are savvier than ever. They’re checking your website before they give. They’re skimming your Instagram to see if you’re active. They’re wondering if your values align with theirs, and you know how they find that out?
Marketing.
Not the one-pager you made four years ago in Publisher. Not the email blast you copied and pasted from last year’s Giving Tuesday. I’m talking about real, intentional, strategic marketing.
What “Marketing Investment” Actually Means
Investing in marketing doesn’t mean blowing your whole budget on a brand video with drones and moody piano music.
It means allocating time, money, and leadership energy toward communications on purpose.
Here’s what that might include:
- Hiring a Fractional CMO or consultant to build a strategy
- Refining your messaging so it’s clear and donor-centered
- Updating your visual identity so you look as professional as the impact you make
- Building a plan for email, social, and events that work together, not in chaos
- Training your team to share the story consistently
And before you say, “But we don’t have the budget,” let’s talk about that for a second.
Nonprofit Budget Reality
According to the 2023 M+R Benchmarks Report, nonprofits spend an average of 4% of their overall budget on marketing and communications.
Four percent. For some orgs, that’s less than what they spend on snacks.
Yet the same report shows that organizations that consistently invested in multi-channel campaigns, combining email, social, website, and direct mail, saw higher donor engagement, better retention, and more revenue.
So yes, investment matters, and it doesn’t have to be huge. But it does have to be intentional.
The Cost of Staying Invisible
Let’s talk worst-case for a minute.
When you don’t invest in marketing:
- Your story gets confused, buried, or misinterpreted
- You rely on word of mouth that dries up when your one board champion rotates off
- You become invisible to new donors, funders, and community partners
- Your team doesn’t know how to talk about your work, or worse, they all say something different
And the result? You spend more time chasing dollars than creating impact.
Marketing is what builds trust before someone even shakes your hand. It’s what keeps your mission alive in someone’s mind when they’re deciding where to give this year. It’s what helps you grow beyond that cycle of “do a campaign, scramble, repeat.”
Marketing Is an Asset, Not an Expense
This one’s big, so listen up: your marketing is not a line item to trim. It’s an asset to grow.
It’s what makes people say:
- “They really know what they’re doing.”
- “I trust them with my money.”
- “I want to be part of that.”
That’s a solid return on investment, and it’s worth every penny.
You Don’t Have to Do It Alone
Still with me? Good. Now take a breath, because I’m not saying you need to transform into a marketing guru overnight.
Here’s where you start:
- Audit what you’ve got. What’s working? What’s dated? What feels confusing?
- Clarify your core message. Can everyone on your team clearly explain who you serve, how, and why it matters?
- Set realistic goals. Maybe it’s growing your email list. Maybe it’s retaining donors. Start small, but start.
- Call in help. That might mean hiring a pro, bringing in a Fractional CMO (hi), or even training your team with some basic tools.
The point is: you don’t have to build Rome — or your next campaign — in a day. But you do have to take the first step.
What Would Beth Do?
If I were in your shoes, I’d stop waiting for “the right time.” I’d carve out a little budget, find a guide I trust, and start building marketing muscle the same way you build donor relationships — with intention, consistency, and care.
And I’d remind myself this isn’t vanity. This is visibility for your mission, your work, and your impact.
Because if you don’t tell your story, someone else will tell theirs louder.
Your mission deserves to be seen, heard, and funded. And the people you serve? They deserve to have their stories told well.
So go ahead. Make the investment.
And if you need a partner to help make that investment count, you know where to find me.
