Services
- Graphic Design
- Copywriting
- Website Design
- Website Development
- Marketing Campaign
Overview
Friends of the Children – Tacoma is a nonprofit dedicated to breaking the cycle of generational poverty by providing children with professional, salaried mentors for 12+ years. Their challenge? Amplifying their impact and growing their donor base in a competitive nonprofit space while maintaining their deep connection to Tacoma’s community.
In 2023, they partnered with M Agency to create a comprehensive marketing playbook that would serve as their blueprint for success. By 2024, we brought the playbook to life, implementing a data-driven and community-focused strategy to elevate their message and expand their reach.
Key Goals:
- Enhance donor engagement.
- Increase sponsorships and partnerships.
- Drive awareness of Friends Tacoma’s unique mentorship model.
- Expand community events and participation.
Strategy
To help Friends of the Children – Tacoma grow their donor base, secure sponsorships, and strengthen community relationships, we implemented a comprehensive nonprofit marketing strategy centered on audience segmentation and tailored user journeys.
Audience Segmentation and Funnel Development
We created targeted user funnels for their three primary audiences: donors, sponsors, and community members. By identifying their unique interests and motivations, we designed tailored engagement paths, ensuring consistent communication and fostering deeper connections with their mission.
Donor Engagement Funnel
Focused on nurturing relationships with existing and prospective donors through monthly newsletters, impactful storytelling, and detailed updates on how their contributions were making a difference.
Sponsor Funnel
Designed a sponsorship toolkit and quarterly communications to attract and retain corporate sponsors, emphasizing long-term partnership opportunities and the tangible impact of their support.
Content Marketing
Engaging content became the heart of our strategy. We launched compelling newsletters, crafted impactful stories, and developed a strong brand message that highlighted Friends – Tacoma’s unique 12+ year mentorship model. To support these funnels, we launched highly engaging monthly and quarterly newsletters segmented by audience type.
Fundraising-Focused Campaigns
To boost donor acquisition, we created emotionally resonant fundraising campaigns throughout the year. We built a high-converting donation landing page with clear calls to action and impact-focused messaging, and we leveraged social media to amplify campaign reach, particularly around major giving moments like Giving Tuesday and the holiday season.
Building Donor Relationships
In addition to fundraising campaigns, we developed assets that reinforced the donor experience year-round. These included story-driven case studies, testimonial videos, behind-the-scenes insights, and program highlights that demonstrated how each donation fueled long-term change. Our goal was not just to attract donors—but to keep them inspired and engaged every step of the way.
Results
In just ten months, Friends of the Children – Tacoma saw meaningful momentum. Their email community grew by 18.7% while their social following increased by 20%, strengthening visibility and connection across the Tacoma community.
More importantly, Friends – Tacoma now has a clear, repeatable marketing system that supports year-round fundraising, deepens donor relationships, and amplifies the voices and strengths of the youth and families they serve. With a scalable playbook in place, their organization is well positioned to continue growing awareness and key partnerships.
Does Your Nonprofit Need a Marketing Plan?
Tell Us About Your Goals