Back-to-School Marketing Lessons for Nonprofits

Yesterday was the first day of school for students here in South Florida. Parents and school supply lists have been rushed to Target, Walmart, OfficeMax, and Amazon.

For some families, this outing is anticipated with joy. It’s a time to pore over new backpacks and try out a fancy style of gel pen for the first time. For parents, there may be memories of a new Trapper Keeper. For students, it may be a chance to redefine their style with new sneakers or jeans.

For other families, this is a time of stress and financial uncertainty.

According to the National Retail Federation and Proper Insights & Analytics, American families with students in elementary through high school will spend an average of $858.07 on back-to-school shopping this year. For households already stretched thin, that number can feel like a wall, not a welcome.

In the nonprofit world, we see the same contrasts: donors who approach the season with excitement and recipients who experience it as a financial hurdle. Back-to-school events—whether it’s distributing free backpacks, running literacy programs, or hosting a school-supplies drive—become touchpoints not just for service, but for storytelling. They’re moments when mission, marketing, and community need to align.

The Back-to-School Moment as a Marketing Reset

Just as students start the year with a clean slate, nonprofits can use this season to refresh how they present themselves to the public. It’s also a natural time to:

1. Revisit Your Messaging The needs of your audience shift with the seasons. Back-to-school may mean highlighting education, youth development, or family stability programs. For donors, it’s an opportunity to show exactly how their support helps students start strong.

2. Stay in the Style Conversation Back-to-school shopping isn’t only about function—it’s about identity. Donors, like students, sometimes redefine their style at the start of a new year. They may be tempted by “trendier” causes or new giving opportunities. If your nonprofit is the tried-and-true Ticonderoga pencil, how do you make sure they don’t switch to a shiny new mechanical one? The key is to blend reliability with relevance: show them you are still essential while also evolving to meet today’s needs.

3. Show Impact in Real Time Whether you’re posting photos from a backpack giveaway or sharing quotes from a parent who no longer has to choose between rent and school supplies, this is a season full of authentic, mission-driven content.

4. Prepare for the Event Season Rush Here in South Florida, the start of the school year often aligns with the start of gala season, walk-a-thons, and signature fundraising events. Your internal calendar may be filling quickly—so now is the moment to tighten processes, confirm vendor relationships, and map out your promotional timelines before things get hectic.

Connecting to the Q4 Fundraising Surge

Back-to-school sits right at the doorstep of the year’s most active giving season. The stories you tell now—about students, families, and the role your organization plays in their success—can lay the emotional foundation for year-end appeals.

Use September to:

• Segment Your Donor List so you can speak differently to recurring givers, first-time donors, and lapsed supporters.

• Plan Content That Connects the Dots between back-to-school impact and holiday generosity.

• Test Calls-to-Action on smaller campaigns now so your big year-end appeals are fine-tuned for maximum results.

Back-to-school isn’t just for the kids—it’s a seasonal reset for your nonprofit, too. So while you’re busy gearing up for a busy fall, treat yourself and your team to a fresh set of colorful markers. Use them to “mark” the start of a new school year for your staff—because inspiration is contagious, and a little burst of color can go a long way.

Our to-do list is strong and growing.

To add your nonprofit to the Team Kat & Mouse schedule, please reach out and start the conversation.