Local content drives community support

When deciding what type of information to post on websites, donation pages, social media accounts and other online platforms, it is important for nonprofits to consider the target audience and the relevancy of the information. Just as e-commerce platforms will enjoy increased sales when localizing marketing and online payment processing platforms in international markets, nonprofit organizations can reach supporters better when offering community-based information and content. Therefore, nonprofits should consider leveraging social media tools to share hyperlocal information with different communities, engaging each population and driving traffic to the website and donation pages.

Focus on the local
Street Fight Magazine recently discussed a case study demonstrating the value of hyperlocal interactions to engage families in a community. The Cookies for Kids' Cancer organization decided to team up with Macaroni Kid hyperlocal content network and Facebook to make it easier for donors to purchase cookies and contribute to the cause online. While the organization's website includes a donation page, the group wanted to extend its collection opportunities through unique social platforms. After partnering with Macaroni Kid, the pediatric cancer research charity was able to make its cookies available to donors across the country, collecting orders for 96,000 items after just a few days.

Macaroni Kid aided in driving the visibility and contributions by adding the organization to its online newsletters and hyperlocal sites. Macaroni Kid disseminates information to local communities to increase awareness of organizations and events that support children's needs and family challenges. Cookies for Kids' Cancer would provide Macaroni Kid with a list of upcoming events and opportunities to give each week, which would then be distributed to publishers across the country online for free. Interested families reading the newsletters could get more information, then, by searching the Cookies for Kids' Cancer website or social media channels.

Similarly, the Community Alliance with Family Farmers in California is also focused on connecting with local communities to drive awareness and participation. Mercury News reported the nonprofit organization advocates for family farmers in Yolo County and works to encourage consumers to purchase from local producers to sustain organic farms and local growers.

The organization recently received a $255,000 Specialty Crop Block Grant from the California Department of Food and Agriculture and the Heller Family Foundation to launch a specialty crop marketing campaign. The initiative will connect local family farmers with restaurants, retailers and wholesalers in the community to increase business and support operations. The marketing strategy also includes efforts to educate the public on the benefits of buying and eating locally grown food, which incorporates communications in print, online and social media, Mercury News stated.

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