Nonprofit Insurance Program

Critical Skills for Your Nonprofit Content Marketing Team

By Alexa Connelly
July 29, 2015

Critical Skills for Your Nonprofit Content Marketing Team

The role of the nonprofit marketer is evolving fast. Unlike in the past when there was no internet and nonprofit marketers were almost wholly preoccupied with billboards, newspapers, and radio and TV ads, today’s marketers have to deal with so much more. In the fast paced world where people first come across advertisements on their mobile devices, you need to be smart if you’re to be successful.

Here are 3 critical skills that every nonprofit marketing team needs;

  • Creativity: Writing, Photography, Video, and Design

In short, the marketing team should be able to create good content. There are probably a million ways to describe “good” content, but the best definition is: content that captures the attention of your target audience.

The team needs to have a clear understanding of what they are doing and why they are doing it. Therefore, adaptation will be paramount. How quickly can the team adjust to the frequent changes in social media engagement, for example? How quickly can they realize that one social media channel isn’t working as expected and move to a better channel? If you can adapt to changes happening all around, then you should be able to write interesting newsletters and Facebook graphics that will be fully appreciated by your audience.

  • Strategy: Listening, Weaving, and Forecasting

Nonprofit marketing also requires careful planning and informed forecasting. The fact that you can produce very good content and get it to the press in time doesn’t necessarily mean that you’re creating content that is shareable with your community. You need an ear both within and outside the organization because you need to weave the two together.

A successful nonprofit marketing team uses it’s listening, weaving, and forecasting skills to prepare great content not just for today, but also for tomorrow, the following week, and so on.

  • Logistics: Planning and Publishing

In marketing, there is nothing more important than ensuring that the train is running on time and that you have the right number of trains on the right rails. Nonprofit marketing teams need to be highly organized, detail oriented, and most of all capable of beating deadlines. You need to ensure that every piece of marketing content is planned for, produced, and published on time.


With these three skills, you should be able to grow from strength to strength until you’re surpassing your goals!

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