Truth: Digital services can—and will—help your nonprofit’s marketing plans
Did you know digital marketing:
- Is more cost-effective than traditional marketing, and
- Is essential to growing your nonprofit?
That’s the truth.
It’s also true that users are seven times more likely to visit a nonprofit’s website through a search result than through social media.
So if digital marketing is cost-effective, essential and can help your audience find you even more efficiently, then we’d like to ask: Are you using digital strategies to support your nonprofit marketing plans?
Tell us the truth. We won’t judge.
Well, the truth is that many nonprofits have budget constraints, undergone layoffs and have even implemented furloughs. 2020 is a speeding and unforgiving locomotive that has barrelled through—and destroyed—many businesses.
This year has taught us that there are some things we just cannot control. But it’s also taught us that there are many things we can.
So what can you do?
Don’t lose sight of pushing your marketing ideas forward.
In fact, now—more than ever—it is essential to focus on telling your nonprofit’s story. And it doesn’t have to cost you an arm and a leg to do so.
Effective digital nonprofit marketing strategies can help with donor acquisition strategies, generates nonprofit fundraising opportunities, raises awareness and can even help you find volunteers for your nonprofit.
Here are a few ways you can successfully leverage digital marketing:
Your website should be easy to navigate, be clear in your nonprofit’s purpose and offer information helpful and informative to the user.
You can do this by posting informative articles, leveraging statistics that “hit home” and elicit an intended feeling from your audience. Use visually appealing fact sheets—such as an infographic— to efficiently and effectively inform your audience.
Share stories about the extraordinary work your nonprofit does and how—along with the help and support of donors and volunteers—your work is possible. Be sure to keep your message concise and professionally edited, and support all of it with powerful images through a graphic designer’s help.
You can also share your nonprofit fundraising ideas and donor platforms to educate those who’d like to help and are interested in your cause and mission.
Oh, and don’t forget to make sure your website is optimized for mobile viewing, too!
There is no one size fits all when it comes to the way we learn and absorb information. So keep this in mind when pulling together your marketing strategies and tactics.
There are two types of learners in this world: those that are visual learners and those who are audio learners. Visual learners typically have photographic memories and like to “see” what they’re learning. Audio learners prefer to “hear” the information.
So when it comes to video campaigns, stay focused on your audio learners. Share your story through a video, and be sure to do so quickly and effectively.
And just like that earlier statistic we shared above, did you know that in today’s world, you have up to one minute—that’s only 60 seconds!—before you lose your viewer’s interest? State your point up front, and then share the supporting information so the viewer can decide if they want to hear more. Use inflection in your voice, and be sure to sound sincere. No one likes listening to someone who sounds like a robot. Be genuine!
Focus on stories that impact your listener, such as: the story of you nonprofit and the impact it has had on the community, the importance of volunteers in your nonprofit organization and donation and fundraising initiatives. Encourage them to get involved.
Email marketing campaigns
Put simply, here’s what you need to know:
- Build a targeted email list.
- Consider the rate at which you want to email your list. Every week? Two weeks? Month? Once a quarter?
- Once you’ve determined your rate, you create an editorial calendar that hosts up to three months of content you plan to send. This effort keeps you proactive and focused, rather than pulling subject matter out of the sky.
- If you don’t have a writer on staff, consider hiring a content writer or pull in a freelance writer to help you with content. You want someone skilled at writing to engage your audience effectively. Be sure they can edit and have experience with writing catchy subject lines.
- Design a template that is easy to read and navigate. Here’s where you’ll leverage a graphic designer, preferably one that knows how to connect your brand to your newsletter design.
- And then get started! You’ve got this!
Twitter, Facebook, LinkedIn, Pinterest, Instagram, Snapchat and more. All of these social media platforms are powerful, practical tools in today’s world. So use them!
As a nonprofit, it’s important that you routinely post no more than once per day, but no less than five times per week, to stay in front of your followers. Show your nonprofit’s culture, your work, your employees and be sure to celebrate victories, donors and volunteers. Showing genuine gratitude is one more way to have your nonprofit come across as a facilitator of hope and support.
These are just a few ways digital services can help support your marketing plan, and be an effective and affordable option to stay relevant during these challenging times.
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