Nonprofit Marketing That Works: Insights from Strategic Consultant Faith Rivera
Let’s be honest—nonprofits wear a million hats. Between grant reports, client services, events, and board meetings, marketing often ends up duct-taped together, pushed to the side, or written in Comic Sans (please don’t do that).
But marketing is more than just an afterthought—it’s a critical piece of building trust, visibility, and lasting impact. We recently sat down with Faith Rivera, founder of Alocivitas Consulting, to talk about how nonprofit organizations can market like they actually mean it (without blowing the budget).
From storytelling to strategic planning, here’s what your organization needs to know.
Who Is Faith Rivera?
Faith is the founder and principal consultant at Alocivitas Consulting. She works with nonprofits and small businesses to increase their impact and income through professional development, grant and project management, and strategic planning.
With a background in education, early childhood, and program development, Faith brings a unique, holistic approach to nonprofit leadership. She’s also part of the Texas Act Early Deputy Ambassador Network, and her collaborative work spans everything from ECHO projects to social services initiatives across the country.
Basically? She’s the nonprofit whisperer.
First Things First: Nonprofits Need to Show Up
Faith put it simply: “Nonprofits forget they still need to market. Just because you exist doesn’t mean people will show up.”
Unlike corporate brands, nonprofits often lean into mission over marketing—but visibility is what gets you in front of funders, partners, volunteers, and the people who need your services most.
How to Show Up:
Tell your story: Funders want to hear your impact, not just your numbers. Share the “why” behind your mission.
Be consistent: Whether it’s your website or your social channels, make sure your branding, messaging, and tone match.
Leverage your leadership: Especially for small nonprofits, your executive director is often the face of your brand. Show up on LinkedIn. Host a podcast. Be present.
Create a Strategic Plan (No, Really)
Faith doesn’t just help nonprofits build their strategy—she holds them accountable to it.
According to her, your organization needs to know:
What your goals are for the quarter or year
Who you’re serving and why
How you’ll measure success (funding, families served, programs launched)
From there, your marketing strategy should be tied to your overall plan. Random posts or “spray and pray” social content won’t move the needle.
“If you don’t know where you’re going, how do you know what steps to take to get there?”
That part.
Emotional Storytelling Still Reigns
Whether you’re in healthcare, early childhood, or social services, marketing isn’t just about metrics—it’s about emotion.
“People buy based on emotions,” Faith said. “We’ve seen it with the ASPCA commercials—emotions drive action.”
Apply This in Your Marketing:
Pair stats with stories. 85% job retention is great—now show us how that changed someone’s life.
Use real voices. Video testimonials and case studies go a long way.
Don’t be afraid to lead with your heart. Just be clear and concise—save the novels for the grant application.
Collaborations > Competition
Nonprofits often operate in a scarcity mindset. They assume they’re fighting for the same funding, same clients, same community spotlight. But Faith says this is a mistake.
“When you collaborate with like-minded organizations, you double your reach—and your credibility.”
Whether you’re hosting a panel, cross-posting with a partner, or joining a coalition, collaborative marketing can expand your message and show that your org plays well with others.
Want to Make Marketing Work? Start With Your Brand
Even if you’re a one-person show, you still need to look and sound like a real organization.
Faith’s advice?
Build a brand kit (colors, fonts, tone, logos)
Develop messaging pillars (core beliefs + key impact stats)
Establish voice guidelines for platforms like email, social, and events
Consistency = trust. If your website looks like 1999, your audience may assume your work is outdated too.
And for nonprofits on a budget? Faith reminds us: you still have to spend money to make money. That might mean investing in a Canva Pro subscription, a freelancer, or a quick audit from an outside team like ours.
Use What’s Free (Google Ads Grant, Anyone?)
If your nonprofit isn’t taking advantage of the Google Ads Grant, you’re leaving money on the table. A lot of it.
Faith recommends this as step one: “Google will give eligible nonprofits up to $10,000 a month in free advertising. Not yearly. Monthly.”
These ads can drive donations, newsletter sign-ups, and event registrations—but you need to know how to use them. If you're overwhelmed, get help from a consultant or digital marketing agency (we know a place 😉).
Build Thought Leadership on a Budget
Thought leadership doesn’t require a big PR firm or an invite to Davos. Here’s how Faith says nonprofit leaders can start:
Share lessons and impact stories on LinkedIn
Speak at conferences and local community events
Co-host webinars or panel discussions
Use newsletters to nurture and educate your audience
Remember: you are the expert in your niche. The only difference between thought leaders and “regular” leaders is that the former shows up online, consistently.
Content Creation Doesn’t Have to Be Exhausting
Burnout is real, especially for leaders who are also their own social media manager.
Faith’s tip? Repurpose everything.
That podcast you recorded? Turn it into blog posts.
A video testimonial? Slice it into Instagram Reels.
Event photos? Create a “look back” post and tag everyone involved.
And for the love of strategic sanity: batch your content. Create your posts for the month in one sitting so you’re not scrambling midweek.
Use Digital Platforms Intentionally
Every platform has a purpose:
Your website = professional, polished, funder-friendly
Social media = more personality, less perfection
LinkedIn = build thought leadership and community partnerships
Email = nurture your most engaged audience
Nonprofit leaders should show up on at least one platform consistently (Faith loves LinkedIn), and avoid chasing every trend. Choose what feels sustainable and authentic.
Final Thought: Know Your “Why,” “Who,” and “What”
Before any strategy comes into play, Faith says you need clarity on three things:
Why are you doing this work?
Who are you doing it for?
What are you offering to make a difference?
That’s the foundation for everything: your messaging, your funding asks, your social posts. Without it, your marketing will feel disconnected—and so will your audience.
TL;DR — Nonprofit Marketing Tips from Faith Rivera
✅ Show up consistently, especially on LinkedIn
✅ Build a simple but strong brand identity
✅ Use emotional storytelling to build trust
✅ Stop competing—start collaborating
✅ Apply for the Google Ads Grant
✅ Repurpose and batch content to avoid burnout
✅ Align all marketing with your strategic plan
✅ Never forget: people invest in people they trust
Want Support with Your Nonprofit’s Marketing?
At Rebel Marketing, we help nonprofits and mission-driven orgs build marketing strategies that don’t feel like fluff. From SEO to social to brand refreshes, we’re here to help you make an impact without losing your mind.
📥 Download our free Marketing Audit Workbook
📞 Book a call to explore how we can support your mission
Because your work matters—and people need to see it.
