While many brands use content marketing to drive conversions, nonprofits have different goals in mind.Nonprofits use content marketing to educate and inspire their audiences with the hopes of fundraising and gathering donations. Although the end game is a different result, content marketing can be just as effective for this purpose, if done properly.
Classy.org is a fundraising platform for nonprofits that also happens to do an excellent job of content marketing. As I was researching their site, I came across an interesting guide on the psychology of fundraising. Using the psychology of giving to improve your content marketing is not the same as tricking your audience into donating. It’s about putting your best foot forward and presenting your cause in a way that will resonate and have an impact on your audience. Below are five theories behind the psychology of donating and how nonprofits can apply them to their content marketing efforts…
