4 Marketing Strategies That Benefit Nonprofits
Your nonprofit organization can capture the attention of donors and even lead to their regular support—if you know how to market properly. Unfortunately, NonProfit PRO points out that the average online donation to nonprofits is only $177. What’s even more concerning is that the average retention rate for donors that give multi-year gifts only amounts to 59%.
Nonprofit organizations can certainly increase donors' average online donations and retention rates through effective marketing strategies. Your organization can encourage people to join your cause and change the world with the help of the following marketing tips:
Create a branding strategy for your nonprofit
Do you know your nonprofit’s image and reputation among your target audience?
Inside Charity shares that there are over 1.5 million nonprofits operating in the US alone, so it’s hard for organizations to stick out from institutions that are working on similar projects. Consequently, your nonprofit has to establish its own brand by understanding your target audience's needs, wants, and motivations. Based on the information about your target donors, you’ll need to create a brand story, tagline, and even a logo that aligns with their motives, preferences, and needs. Make sure that your logo, tagline, and brand story are highly visible on your social media, website, and other platforms so that you can target interested donors.
Use Google Ad Grants for free search ads
Many businesses post their advertisements on Google to directly target people searching for their products and services.
Fortunately, nonprofits can do this for free through Google Ad Grants. The Google Ad Grants program has already provided over $11.09 million to nonprofits in Michigan alone in 2020. Nonprofits were able to display free versions of pay-per-click (PPC) ads on search engine results pages, Google maps, and other similar platforms. Through this program, nonprofits can easily target donors who are already looking for a cause to support.
Integrate your SEO and PPC strategies
The PPC ads covered by the Google Ad Grant can help increase people’s awareness of your nonprofit.
However, you can further boost the reach of your marketing campaigns by combining your search engine optimization (SEO) with your PPC strategies. A post on integrating SEO and PPC by Ayima explains that these strategies will increase your website's traffic and visibility and boost your target audience's conversion rates. You can even use PPC data to add revenue values to your SEO strategy by adding the keywords that increase donations in your PPC ads to your SEO keywords. By combining the two, you can reach more people who may be interested in your nonprofit.
Send emails about your nonprofit’s programs
Emails may be too old school for some, but it’s still one of the tried and tested ways to increase people’s awareness about nonprofit programs.
Our Campaign Publicity Checklist for Nonprofits highlights that email marketing is a great way to send important announcements or to keep people informed about your cause. By getting the word out about your nonprofit’s projects, you can convince donors to continue supporting your cause or even increase their donations. You can even get more remarkable results from your email campaign by measuring the open and click-through rates of the people on your mailing list.
There are plenty of marketing strategies that can help your nonprofit. Through these marketing tips, your nonprofit can reach interested donors and regain the interest of old donors.
Article written by Rebecca Jules for Linda Handley.com
Love this article and want to learn more ? Check out our BLOG article on the Top 12 Fundraising Tools that will change your nonprofit.
