Why Non-Profit Organizations Need Digital Marketing | Linda Handley

Digital marketing is another tool in your toolbox to ensure your message reaches the right audience. That audience may be comprised of people who utilize your services, are prospective volunteers, or are potential donors. With a lot of free tools and resources, digital marketing can keep costs low for nonprofits.

Digital Marketing Non profit

Digital marketing has become a reliable means for businesses of varying sizes to grow by capitalizing on technology. It encourages brand awareness, builds global reach, and tracks results. You can use email marketing, social media, and other inexpensive ways to resonate with potential consumers. Overall, digital marketing is more cost-effective than traditional marketing tactics. As part of a non-profit organization, marketers are focused more on social causes rather than financial gain, and implementing digital marketing strategies will be essential to growing your organization. Basic points describe that how your non-profit organization can do it successfully?

1. Backlinks & Influencers

Your non-profit should have a website. That goes without saying in our digital age. Your website needs backlinks in order to improve the foundation's reach and authority online. Using social sharing icons (Facebook, Twitter, Instagram, and others) on all your pages will help. But you need to be proactive in order to see optimum results. Social media influencers share content on a regular basis to vast amounts of people. Research some people whose audiences fit your target market and consider contacting related organizations or foundations as well as bloggers and websites to tell them about your non-profit and ask if they're willing to link to you.

2. Video Campaign Optimization

With video ruling the digital sphere, having some strong video campaigns can make a world of a difference. Not only is video good as a permanent post on your home page or as a vlog, but you can also use them in direct marketing initiatives. Using video in your emails can double or triple click-through rates, boosting landing page conversion rates by 80%. The most important thing to remember when creating videos is to inspire emotion in viewers by using strong imagery. After all, close to 60% of people who watch nonprofit videos go on to make a donation.

3. Pay-Per-Click Marketing (PPC)

PPC advertising helps you direct traffic to your website, and it is usually associated with first-tier search engines. The go-to PPC source for non-profit organizations is Google Grants as they provide users with up to $10,000 a month in PPC advertising through its Ads service. These grants allow your organization to gain exposure without spending exorbitant amounts. When using PPC, the data gathered (bounce rate, engagement, pages visited, etc.) can be used to see what visitors are liking, or not liking. Analysis helps improve website copy and other marketing materials. Plus, you can translate what your audience responds to via PPC and incorporate it in every marketing channel so promotion and interaction is consistent.

4. Retargeting

Retargeting gives people a reason to come back to your website and interact with your company more than they have in the past. This strategy is particularly effective if you’re a larger non-profit organization with a bigger budget or can leverage corporate relationships to acquire donated ad impressions. Once a visitor completes a donation from a retargeting ad, you should remove that person off the list to avoid spamming. It’s best to use these ads for special campaigns or emergency appeals when you can adjust the copy on the website to thank donors for support.

5. Email Marketing

Email marketing is an inexpensive way to attract potential donors and sponsors. You can segment your audience into different lists and grow donor retention by creating campaigns specific to those audiences and using calls to action, so they stay subscribed to you. Email campaigns are an excellent way to deliver a lot of information, reach a lot of interested people at once, and engage with contacts. MailChimp is a great outlet for any email marketing campaign. The service offers a 15% discount for non-profit organizations as well as an option to get an additional 10% off if you authorize your account as a security means.

6. Artificial Intelligence (AI)

AI is also used to create predefined workflows in emails and short message service

(SMS), so your personal messaging aligns with your non-profit’s segmentation strategy. It also accelerates conversions and participation amongst users since AI is highly responsive and can access and interpret customer information quickly.

So how do you know if your social media strategy is working?

Measure Your Success and Adapt Your Strategy Accordingly:

So you have executed your digital marketing strategy congratulations!

Continuously measuring your success and adjusting your strategy accordingly is just as important as the beginning.

Below are 7 examples of digital marketing that you can use to measure success for your nonprofits digital marketing strategy:

1. Online donation amount

2. Online volunteer sign-up

3. Marketing spend per conversion

4. Website traffic

5. ClickThru Rate

6. Number of social followers and engagement

7. Social Media Impressions