For many nonprofit leaders, communication feels like an afterthought, something to address once the real work is done. Yet, in today’s media-saturated world, a clear, emotional, and strategic message is not just a
“nice to have.” It is the heartbeat of organizational growth. As 

 told Stephen Halasnik in their conversation for The Nonprofit MBA Podcast, “It is really hard to read the label from inside the jar.” That metaphor captures a common problem: many nonprofits are too close to their own mission to communicate it effectively to others. This shift highlights why a strong nonprofit marketing strategy is essential today.


Clark’s marketing agency, VIA Studio, has spent almost three decades helping nonprofits and mission-driven organizations modernize their branding, websites, and messaging strategies. His insights shed light on a challenge faced by countless small and mid-sized nonprofits: how to evolve from outdated, fact-heavy messaging to emotionally resonant storytelling that inspires real engagement and real donations.

Read an Executive Summary or Listen to the Podcast HERE: 

https://financingsolutionsnow.com/nonprofit-marketing-strategy/

About Jason Clark, Chief Marketing Officer

Jason Clark is the CMO of eResources/VIA Studio, where he leads a team of developers, designers, strategists, and marketers delivering brand strategy, design, development, and marketing services to clients nationwide.

About Stephen Halasnik, Financing Solutions

Stephen Halasnik is a Managing Partner at 

. Financing Solutions has been the largest provider of lines of credit to small nonprofits in the US since 2012.

Marketing Strategy

Non-profit Marketing

Nonprofit Marketing Strategy: Modernize Your Messaging

You’ve probably noticed a sudden proliferation of your friends on Facebook asking for donations for their birthday recently on Facebook. But underneath that is a major new feature for any non-profit that has a presence on Facebook (I assume that’s all of them!).

 – and we’ve just recently set this up for our friends at 

 Do With Facebook Donations … but there are workarounds.

It’s pretty simple, really – Facebook users can donate money using a credit card on the desktop in or in the Facebook mobile app, and it goes directly into the account you specify when you sign up – and Facebook takes ZERO fees.

Like any non-profit verification process, you’ll need to provide proof of your status, etc. This is 

what Facebook says you need to get access to these Charitable Giving tool

Be a 501(c)(3) organization registered with the IRS.

Have a bank account registered with a licensed financial services institution. Bank account details, including the bank name, bank account holder’s name (organization’s name), and a legible and official bank letter or statement dated within the last 3 months.

The date of birth and address of the charity’s CEO or executive director.

Add a Donate Button to your Facebook Page

The most noticeable thing is that you can add a “Donate” button to your Facebook page, like so:

Similar to those birthday fundraisers, anyone on Facebook can now fundraise for you. On your page, you will now see a “Fundraisers” option. You can share this link with any Facebook member, and they can start a fundraising drive for your organization.

The donation creation form looks a little something like this:

Another hidden gem is that anyone can add a DONATE button to one of their posts, just by choosing “Supporting…” from the “Feeling/Activity” button:

They’ll be asked if they’d like to “Add a Donate Button”, like this:

And it will eventually appear like so in their Facebook Feed:

What You CAN’T Do With Facebook Charitable Giving Tools (But There Are Workarounds):

You Can’t Create Ads That Drive People to Donate (on Facebook)

Nope, can’t do it. However, if you’ve created Facebook ads before, you’ve likely see the “Donate Now” call-to-action button for ads. 

 button is actually for offsite donations, and it works like so:

But, You Can Create Ads for Offsite Donations

This has nothing to do with Facebook Charitable Giving tools, but does give you a way to ask for donations, if you have a website that is taking donations for you.

This works like any other off-of-Facebook targeted ad, except you should change the call-to-action button to “Donate Now” instead of “Learn More”:

Which will look a little something like this:

Louisville Leopard Percussionists on their website

And, if you’ve never witnessed them before, I suggest this charming video where Ozzy Osbourne and his family are brought to tears at their professionalism and joy while they perform his hit 

Social Media & Audience Development

Facebook Donations: How to Add Charitable Giving Tools to Your Non-Profit's Facebook Page

Copywriting

Art Direction

Photography

Advertising

Reporting & Analysis

Dare to Care

Branding

Graphic Design

Web Design

Illustration

Parks Alliance of Louisville

Marketing for non-profits is a challenge that we feel like our values and perspective especially suit. Building an invested audience that shares your passion is key, but with so many different ways to communicate - which will work best for your non-profit? Through collaboration and strategically-led marketing, design and development we can help! 

Non-profit Marketing

Non-profit Marketing: Case Studies

01

Dare to Care

02

Parks Alliance of Louisville

Non-profit Marketing: Blog Posts

Nonprofit Marketing Strategy: Modernize Your Messaging

Facebook Donations: How to Add Charitable Giving Tools to Your Non-Profit's Facebook Page