The Marketing Power of Podcasting for Nonprofits
No matter what your mission, there are dozens of other nonprofits vying for the attention, time, and money of your members, donors, sponsors, and volunteers. Have you considered a podcast? Podcasting for nonprofits is a fantastic marketing tool. It can help you stand out in a sea of options, keep your stakeholders fully engaged, and help you reach new people.
Before diving into the benefits of podcasting for nonprofits, remember to keep your ideal member or donor profile in mind. Focusing on a niche audience and the topics they care about are key to a successful podcast. It’s OK if you “only” have 200 listeners. If 50 of them volunteer their time and 50 of them donate an average of $100 annually, your podcast will deliver a fantastic ROI.
Let’s look at seven major benefits of podcasting for nonprofits.
Podcasts allow you to emotionally connect with your audience
Podcasts capture real conversations and emotions far better – and much more powerfully – than the written word. Your audience will feel more connected to your mission when they hear directly from the people you help.
You can also interview volunteers, donors, and sponsors. Why do they give their time and/or money to your cause? And you can interview staff about where and how money is being spent. A podcast turns this somewhat-interesting information into captivating stories.
Podcast episodes can answer potential donor questions
You could devote part of each podcast episode to answering a frequently asked question or devote an entire episode to them. Besides understand where money is spent and what percentage of each dollar raised goes towards outcomes, they likely want to know specific ways you help, who you help, and the impact you have had (and continue to have).
You can use podcasts to shine the spotlight on volunteers
Volunteers are the lifeblood of nonprofits. They make sure events are staffed, envelopes are stuffed, and fundraisers are successful. Your podcast can shine the spotlight on them as a way to say, “Thank you!”
Interview everyone from the brand-new volunteer to those who have been giving their time for 20 or 40 years. Let them tell everyone how much they love your staff and the immense joy and satisfaction they get out of helping you meet your mission.
A podcast can expand your audience
You might not think of them this way, but podcast streaming apps, like Apple, Spotify, and Soundcloud, function much like search engines. If someone is looking for information on a topic you just happen to cover in an episode, they have a good chance of finding it.
And don’t forget that the distribution channels you use, like social media and your email newsletter. Digital channels make it easy for your audience to share your podcast, so encourage them to do so.
Make the most of podcast content by re-using it
Podcast content can be re-used on just about any marketing channel. Get the transcript from your producer to create a blog post. Pull out quotes from each episode to share on social media.
And don’t forget to turn to the podcast when it comes to fundraising time. You can share quotes from donors, sponsors, and the people you help to spur giving.
FAQ: What is the ideal podcast episode length?
Probably shorter than you think! 20-30 minutes is plenty. It gives you enough time to share valuable information, and the length ensures your audience can listen to the full episode during their commute or workout.
A podcast will build your thought leadership
Each new episode will establish you as a thought leader, which can lead to partnership, major sponsorship, or other growth opportunities. Imagine being offered to speak at events, join panels, contribute to a book, and become a go-to expert for media interviews?
Podcast clips can open you up to media opportunities
Podcasts are a great place to flex those PR muscles. You can share clips of episodes featuring news-worthy stories with local print newspapers and magazines, radio stations, news outlets, and bloggers. As we mentioned above, the emotions that are conveyed in a podcast will do much more to grab their attention than an email alone.
Podcasting for nonprofits is one of our specialties
Starting a podcast is a big branding and marketing decision. Our experienced team of audio production experts will help ensure you make the most of your podcast. We support our clients’ success every step of the way and use professional equipment and our years of production know-how to ensure your podcast always sounds top-notch. Contact us today to schedule a free consultation.
Key takeaways about the marketing power of podcasting for nonprofits
1. Podcast audio captures emotions, allowing you to make stronger connections with listeners.
2. Episodes can answer potential donor questions and highlight volunteers.
3. A podcast can help you reach new people and build thought leadership.
4. Podcast content can be re-used across marketing channels.
5. Podcast clips can open up media opportunities.
