Stop Using Emotional Manipulation and Poverty Porn When Marketing Nonprofits

Far too many nonprofit marketers rely on emotional manipulation and poverty porn to highlight organizations. It’s why hearing a particular Sarah McLachlan song triggers memories of starving puppies. While this method works, it’s horrific. I sat down with ViralContentBee on Twitter this week to discuss how nonprofit organizations should market. Here’s that interview with some additional commentary.

Q1: How Did You Become A Digital Marketer? Please Share Your Career Story!

I began working in the nonprofit sector in 2005. I worked with teenagers and was responsible for marketing to them and their parents (two very different audiences with different mediums). Back then, digital marketing options were limited.

As the internet evolved, so did the way I marketed and shared information. During that time, Twitter went from a trend at #SWSW to the juggernaut it is today. New platforms and channels developed, and the way I marketed opportunities greatly expanded.

In 2014, I co-founded The Writing Cooperative. Over the years, I developed branding and marketing channels that helped us become Medium’s largest publication for writers. The publication offered a different audience to expand my digital marketing upon.

Like many people, the pandemic brought a career change. In addition to managing the publication, I began consulting with nonprofit agencies on compliance, marketing, and strategic planning. Since mid-2020, I’ve helped 150+ nonprofits navigate these waters.

Q2: How Is Writing For Nonprofits Different From Writing In General?

Writing is writing. Like any business, nonprofits have messages that need sharing with the community. The audience and purpose may differ from for-profit companies, but the importance is equal (or greater).

The biggest difference is that many nonprofits feature emotional manipulation and poverty porn in their marketing. They use images or language that manipulate people to feel bad for others, encouraging donations. This tactic, though common, is awful and shouldn’t be used. Hope is a better selling tactic than sadness, yet many nonprofit marketers feel the opposite is true.

Another difference is nonprofits have higher audience segmentation. Marketing something often requires different messaging for clients, the community, volunteers, and donors. Segmentation requires nonprofit marketers to adjust messaging constantly.

Otherwise, nonprofit writing is similar to for-profit marketing and writing, just with different jargon. Nonprofits develop strategic plans instead of business plans, nonprofits focus on development (fundraising) instead of sales, etc.

Unfortunately, many nonprofit marketers view the organization through a traditional sales lens. While there are a lot of similarities between sales and fundraising, this view turns services and the people being served into the product. Humans in need should never be a commodity being sold to wealthy donors. This focus emphasizes how bad emotional manipulation and poverty porn are in nonprofit marketing.

A common misconception about nonprofits is they cannot afford to invest in marketing. The reality is that, while budgets may be lower, the need is still there. Clients aren’t served and donations don’t arrive if the community doesn’t know about the nonprofit.

Q3: Are There Any Great Examples Of Nonprofits Using Writing And Content Marketing Effectively?

Nonprofit marketing isn’t about emotional manipulation and poverty porn or endless donation and volunteer requests. Instead, great nonprofits market by telling a great story. People want to connect with nonprofits that share their mission and impact.

Here in Orlando, Fleet Farming is a sustainability focused-nonprofit that creates private and community gardens. Their social media marketing includes a mixture of education, ways to get involved, and recipes. All these convey the organization’s story.

On a global scale, World Central Kitchen by chef José Andrés provides chef-prepared meals to people in crisis. Right now, they are doing incredible work in Ukraine and Poland. Their marketing focuses on the individual stories of the people they reach.

When people see a nonprofit tell a compelling story, they want to get involved. Whether by donating or volunteering, a great story motivates people to act.

Q4: Where To Start? What Would You Recommend To A Nonprofit Just Starting Its Content Marketing Strategy?

The first step any nonprofit should take is to define its mission, vision, and core values. When these are clear and compelling, they help tell the organization’s story. As I mentioned earlier, people want to connect with a great story.

Someone once told me that a nonprofit no one knows about doesn’t benefit the community. It’s true. Sharing the organization’s message is essential to serving clients and attracting donations.

Thankfully, new nonprofits have many options to start marketing without spending a lot of money. The first tool is a website that conveys what, where, when, and why the nonprofit does what it does. From there, social media is a given.

Segmented newsletter lists are also important to send information to interested parties. Lists for donors, volunteers, and clients are great starting points. Also, local news outlets love human interest stories, so organizations should reach out.

As the nonprofit grows, it’s wise to invest in dedicated content marketing. Add a blog highlighting the organization’s successes while educating the community about its clients’ issues and barriers.

Ultimately, a nonprofit should take the time to create a strategic plan that encompasses operations and marketing. The highlighted organizations have a coordinated strategy ensuring the nonprofit’s story lands.

Q5: What Are Your Favorite Nonprofit Marketing And Writing Tools?

Remember, writing is writing, so the tools are basically the same. Everything I write begins in Ulysses before exporting to whatever the client prefers (Word, Google, etc.). I use Pixelmator Pro for all of my graphics and social posts.

For new organizations looking to create a simple and easy-to-build website, I recommend Carrd (affiliate link). Flodesk (affiliate link) is my go-to email marketing tool right now. All of these are pretty standard tools for all writers.

Nonprofit writing often requires data and research to highlight the organization’s mission. I use many government websites, including the US Census Bureau and the US Department of Labor, for detailed statistics. Pew Research is also a frequent tool for research data.

Ultimately, marketing a nonprofit is similar to marketing anything else. The tools are all familiar. The key to writing for a nonprofit is focusing on its mission and vision. Any marketing tool is just a way to enhance and amplify that story.

Interested in learning more about nonprofit marketing or looking for assistance with your organization? Email me or and let’s chat.