Best Practices To Educate the Public on Your Mission

Every nonprofit has a story to tell, but how do you make sure the public listens? Educating people about your mission isn’t just about sharing information. It’s about sparking connection, empathy, and action.

When people understand your mission’s purpose and impact, they are more likely to become supporters, advocates, and donors. Effective public education can spark meaningful connections, create informed communities, boost event attendance, and drive sustained engagement among stakeholders. It’s up to your nonprofit to use the right channels and strategies to teach people about your mission, though.

If you’re looking for new ways to spread your message, read on. We’re breaking down top strategies that help nonprofits cultivate informed, passionate audiences.

Create a Content Marketing Strategy.

Content marketing involves creating and distributing written and multimedia collateral related to your nonprofit’s cause. Through this powerful form of marketing, you’ll tell your organization’s story, showcase impact, and build trust with your audience.

To get started with content marketing, we recommend these content types:

• Blog Content: Publish behind-the-scenes insights and updates on your nonprofit’s blog. Highlight fundraising events, educational initiatives, and key milestones to build authority and inform your audience.
• Case Studies: Share research about your nonprofit’s work by creating case studies that showcase success, build credibility, and demonstrate impact.
• Photography: Use photos of your beneficiaries and programs to convey impact. Pair these images with blog posts or social media updates to provide context and maximize engagement.
• eCards: Shareable nonprofit eCards encourage supporters to spread awareness on your behalf by sending meaningful messages to their loved ones. Create a message about your mission with a link to your website that will populate for every eCard.
• Videos: Use video content to explain your mission, recap events, or share beneficiary stories. Short clips from live events or staff interviews can also drive excitement and encourage future involvement.
• Social Media: Platforms like Instagram, Facebook, and LinkedIn help you connect with supporters in real-time. Share mission updates, engage with supporters, and use interactive posts to promote campaigns.
• Repurposed Content: Turn webinars, interviews, and reports into blog posts, social snippets, and infographics to make maximum use of your content.

A well-rounded content strategy gives your nonprofit multiple opportunities to spread awareness of your mission. For example, one supporter may be more likely to interact with video content while another processes information better in written form. Experimenting with different content formats and repurposing content improves your ability to educate a variety of audiences

Create Engaging Email Campaigns.

An educational email series can introduce readers to your mission and encourage involvement. Invite new donors, event registrants, and first-time volunteers to opt into this series. Each email can spotlight a different program, share case studies, or highlight key initiatives.

Infuse educational elements into your regular newsletters by adding these sections:

• Mission Spotlight: Dedicate part of your newsletter to showcasing a specific project or initiative and explain its impact.
• Success Story: Share real stories of individuals or communities impacted by your organization’s efforts. These narratives educate readers while building emotional connections.
• “Did You Know?” Facts: Provide interesting facts or statistics related to your cause. For example, a conservation nonprofit might share fun facts on endangered species, or a food bank could highlight statistics on local food insecurity.
• Links to Informative Content: Guide readers to blog posts, reports, or external resources to gain deeper insights into your mission. 

In addition to regular newsletters, consider building email campaigns around key times of the year. These campaigns might focus on Giving Tuesday, year-end-giving, or cause awareness days. For example, an environmental nonprofit could create a campaign around Earth Day.

In each email, present your content in a readable and visually compelling way. Getting Attention’s nonprofit email guide shares this helpful template with essential elements like a compelling subject line, personalized message, powerful visuals, and a clear call to action:

Use Paid Advertising.

Paid advertising can educate the public about your nonprofit’s mission and promote upcoming involvement opportunities like events and fundraisers. That makes it an essential part of your marketing and fundraising plan.

Our top recommended paid advertising channel is the Google Ad Grant. Through the Google Ad Grants program, your nonprofit can create free Google Ads to promote educational content from your site’s blog and upcoming involvement opportunities.

Here’s an example of an ad by Feeding America promoting a fact sheet about hunger in America. The page features statistics about people facing hunger and links to other mission-related educational content:

The ad reaches people curious about food insecurity and getting involved to solve the problem. Best of all, organizations like Feeding America can run ads like this for free through the Google Ad Grants program.

Double the Donation’s guide to Google Grants applications explains that to get started, you need to be a registered 501(c)(3) organization, own the domain hosting your promoted content, and be verified by Google’s verification partner Percent. You can access the application through your Google for Nonprofits account, and once approved, you’ll receive $10,000 a month in ad credits to spend on Google Ads.

If you’re unsure how to use this channel to educate your audience, turn to a Google Grant agency. They can help you bid on relevant keywords, pick the best content from your site to promote, and craft persuasive ads to encourage clicks.

Host Educational Events.

Fundraising events, like charity auctions or galas, present prime opportunities to blend education with entertainment. These events allow nonprofits to engage donors by providing a platform to showcase their mission. 

Here are some ways to infuse educational elements into your events:

• Invite industry experts, community leaders, or beneficiaries to discuss the urgency and impact of your work. Guest speakers’ insights can build credibility and give supporters new perspectives on your mission.
• Add engaging activities, like mission-based trivia or scavenger hunts, to boost revenue and educate attendees about your work. Offer small prizes for participation to spark interest.
• Create interactive displays for your annual gala, auction, or other events. These help attendees visualize how funds are used.
• Schedule mass messages leading up to your event to explain your mission and communicate why attendance matters.

By sharing educational content before, during, and after your events, you’ll build trust with donors and foster long-term support.

Conclusion

From paid advertising and email campaigns to educational events, experiment with different communication strategies to deepen supporters’ understanding of your mission. After all, each nonprofit’s journey is unique, and how you educate your audience depends on the needs, values, and behaviors of your community.