When you’re a cash-strapped not-for-profit trying to market on a shoestring while simultaneously spinning all the plates, a tool that promises to do it faster and for a fraction of the cost sounds like a no-brainer.
That fundraising email that took you four hours to put together? ChatGPT can get it done in a matter of minutes. As for those social media posts, you can whip ‘em up with a few quick prompts…no designer needed.
But for every problem AI solves, it invariably presents a different issue. And for non-profits using AI tools as a marketing shortcut, the danger lies in losing the very thing that drew people to their cause in the first place: their authenticity.
From comms that sound generic and soulless to creative that’s a carbon copy of your AI-using competitor, letting these tools take over your marketing tasks completely is the fastest way to turn people away from your brand.
But as with most things in life and marketing, it’s possible to find a balance. While the need to reduce operating costs to increase service budgets has made the use of generative AI a necessity for many NFPs, doing so effectively requires careful consideration of how these tools are used.
As Make It Happen Founder, Gail Hopkins, points out, it’s about using AI where it adds true efficiency, then weaving in your own story to ensure your brand shines through.
“Use the AI tools as an aid and then layer in your own story, or you may be more cost-efficient at the expense of your authenticity. Without authenticity, you’ll struggle to build any engagement; it’s emotional connection that retains your audience.”
Gail Hopkins, Founder & Managing Director, Make It Happen
The Importance of Being Human: Why Not-For-Profits Marketing Needs the Human Touch
It’s estimated that there are more than 600,000 NFPs in Australia, of which 60,000 are registered charities. Each one aspires to make an impact.
To do so – and to secure the funding that makes it possible – not-for-profit brands must differentiate themselves in the eyes of potential donors and stakeholders. And this is where AI-generated content can hinder more than it helps.
As Gail explains, “typing a few prompts into ChatGPT to generate copy for a fundraising ask email and supporting social media posts won’t differentiate you and your reason for being from any other organisation using the same or similar tools using the same or similar prompts.”
As marketing content becomes increasingly homogenised, the brands that stand out will be the ones showing themselves to be unique, genuine, and deeply human.
Then there’s the question of trust. For most NFPs, securing much-needed funding relies on building trusted relationships with donors. Content that’s authentic, relatable, and taps into the real human emotions your audience feels is much more likely to instil confidence and elicit a positive response.
Staying Human in the AI Age: Tips For Not-For-Profit Marketing
If you’re a not-for-profit brand keen to keep things authentic, here are some ideas to make your marketing reassuringly human:
Go big on brand storytelling
Storytelling is one of the oldest techniques in the human marketing playbook. People have been drawn to engaging narratives for literally thousands of years – yet the ability of a good story to win over hearts and minds is no less powerful today.
Brand storytelling connects your audience with your cause by creating emotional resonance. A good brand story turns complex issues into simple-to-understand concepts and leaves people with a tangible sense of what they need to do to support your brand.
How to incorporate brand storytelling into your not-for-profit marketing:
- Take a narrative approach to case studies: Present your case studies as compelling stories that take your audience on a journey through the ideas, challenges, and outcomes. Rather than just explaining what the project involved, focus on the real-world impact of your work.
- Turn “boring” assets into creative stories: Believe it or not, even traditionally dry documents like reports and white papers can be a great opportunity to let your brand story shine. Make these assets as engaging as possible, both visually and emotionally, using storytelling techniques to bring facts and figures to life.
- Share story snippets on social media: Social media is an ideal platform for reinforcing your brand story. Create a consistent and distinct tone of voice (more on that below) and use your socials as a way to highlight the human stories inside your brand.
- Add visual storytelling to the mix: Stories don’t need to be confined to blog posts or written documents. Video can be a fantastic way to share your brand story via interviews, mini-documentaries, and behind-the-scenes content.
“Brands that tell compelling stories have the power to break through the clutter and truly engage their audience.”
Professor Jill Avery, Harvard Business School
Get crystal clear on your values
Just as our personal values drive our behaviours, your brand values should guide the way you operate. By incorporating these values into your marketing, you remind your audience of the humanity behind your brand and mission.
While brand values dictate the way your team act and makes decisions, they’re not just an internal talking point. Clearly defined values are a fundamental part of building donor trust and differentiating your not-for-profit.
Developing strong brand values for your nonprofit:
- Get super specific: Fluffy buzzwords like ‘transparency’ and ‘authenticity’ just won’t fly when you’re trying to stand out and attract funding in a crowded not-for-profit sector. Specificity is key when it comes to values, so skip the overused cliches and choose terms that reflect what your brand is truly about.
- Connect it all to your core mission: Brand values aren’t something you pull out of a hat or choose at random after a quick brainstorming session. Consistency is key in branding and marketing, so your values should be a natural extension of what your brand is ultimately trying to achieve.
- Show your values in your marketing: Simply listing your values on your website isn’t enough to convince potential donors that your brand stands by its promises. To develop that trust, you need to demonstrate how your values play an integral role in the way you operate. Whether that’s through highlighting the work of your team or sharing the experiences of your benefactors, take every opportunity to show your values in action.
“82% of people want to engage with brands that share their values.”
Develop a voice that actually gets heard
Have you noticed how a whole lot of brand communication is all starting to sound the same? It’s not necessarily that the message is identical, but rather that the voice behind that message sounds eerily similar to every other business.
While AI tools like ChatGPT and Claude make content generation faster and cheaper than ever, one unfortunate payoff is that your content no longer sounds like ‘you’. This is particularly problematic for not-for-profit organisations that rely on brand differentiation.
The unlikely upside of this is that non-profits who develop a unique and unmistakably human-sounding tone of voice are far more likely to be noticed and listened to in a sea of AI-generated communication.
Tips for creating a unique voice for your not-for-profit organisation:
- Write the way people actually speak: Too much organisational content sounds formal, corporate, and overly polished. While professionalism matters, it shouldn't come at the expense of personality. Aim for language that feels natural and approachable, as though you're having a conversation with a real person rather than speaking from behind a boardroom table.
- Dare to be different: When you try to adopt a brand voice that appeals to everyone, you end up diluting your personality. Instead of trying to be everyone’s cup of tea, focus on what makes your brand truly distinctive and build your voice around that. Remember, being unique is your superpower.
- Create a brand voice guide: Consistency is what builds a voice that people recognise and remember. Clear voice guidelines documenting the words, phrases, and communication style that define your tone will ensure your content always sounds like you – no matter who creates it or what tools they use.
Showcase your awesome people
We have no doubt that your team is full of amazing humans with equally amazing stories. By sharing the achievements and experiences of the people who make your organisation what it is, you can present a human element of your brand that brings audiences closer.
Whether it’s highlighting the work of individual team members or sharing personal snippets of their lives outside of work, putting people in the spotlight can be a great way of reminding your audience that there are real humans working to achieve your mission.
Ideas for showcasing your team members:
- Monthly team member profile: Create a regular spotlight feature on your website or newsletter to introduce team members to your audience. Go beyond the basics and focus on the fun, interesting, and downright random facts that make that person unique.
- Employee interviews: Team member Q&As can make for great marketing content. From breaking down a particular project to talking more generally about the work they do, short video interviews are visually engaging and a great way to reinforce your brand story.
- Social media profiles: Whether it’s engaging on LinkedIn or getting active on Reddit, having your team members play an active role in your brand’s social media activity can help to build relationships and put a human face on your social communication.
Not-For-Profit Marketing Case Study: How MIH Took a Human-First Approach to Help an Indigenous NFP Stand Out
Based in the East Kimberley region of Western Australia, Wunan is a not-for-profit dedicated to improving the lives of indigenous communities.
Faced with the challenges of a remote location and a saturated marketplace, the NFP came to MIH seeking marketing support to raise funding and awareness. Drawing on our not-for-profit marketing experience, we got to work helping this exceptional organisation with a distinctly human approach.
Check out how we helped Wunan share their story with stakeholders and the wider community: View case study
Not-For-Profit Marketing: Balancing Technology With the Human Touch
There’s no question that AI tools can be a huge help to busy not-for-profits trying to keep the wheels moving with minimal support and finances. But as with any technology, success depends on how you use it.
By balancing the efficiency of AI with the qualities that make your organisation undeniably human, you and your team can enjoy the benefits of this technology without losing the most important element of your brand.
If you’d like to learn more about how MIH helps not-for-profit organisations raise funding and awareness through human-first marketing, get in touch for a chat.
