Digital Marketing for Non-Profits
Digital marketing for non-profits is a strategic option you cannot ignore. More and more commerce is done online every year—and that is as true for non-profit commerce as it is for any business. You type commerce might be different—getting attention, attracting donors and sponsors, finding volunteers, expand your reach, and activate on your mission—but the importance of online interaction and transactions is huge.
Non-profit digital marketing is an effective and cost-effective way for your organization to financially prosper and fulfill its mission. The digital marketing tactics businesses use to build market share and earn profits have direct application to your organization. In this article, we will explore how you can harness your web site, search engine optimization, email marketing, and social media to reach your markets.
The days when your website was your digital marketing are over, but that does not mean your website isn’t still important. If you haven’t looked at your site in the last five years, you need a redo. Make sure your website has:
Content is the way you attract visitors, establish your credentials, convey your messages, and engage supporters. Once you have your website site up, populating it with as much quality content as possible should be your top goal for non-profit digital marketing. If your non-profit site is a primary of source of information in your mission area, you will attract the right kind of attention from the right kind of people. Good content marketing has these qualities:
Make it easy to donate right from your web site. Make it fast and easy by not making potential givers wade through tons of text or fill out complex forms. Make sure you are using the latest in secure payment technology so that donors can trust your site. Consider offering a few options such as a one-time gift or recurring monthly payment. Recurring payments are a great way to keep givers engaged. Don’t limit yourself to just one “donate” page. Consider creating tailored and targeted donate pages that match specific outreach campaigns and appeals.
Called “squeeze pages” on business sites, various customized donate pages can appeal to specific donor segments and specific calls to action. Include social media buttons to make sharing donor pages easy. Never forget to acknowledge each gift with a thank you. Suggest they share the news of their gift on their social networks—many people do, exposing your cause to more potential supporters.
Social Media: Social media is a sophisticated way to build support for your organization. It provides numerous benefits:
Email marketing. Email is one of the older, but still highly effective tools for non-profit digital marketing. Use it to stay in touch with supporters and donors, to expand your reach and find new backers, keep people informed, and promote interaction. Any old email message won’t get the job done. Email marketing is an art in itself. How it is constructed matters:
Treat your non-profit digital marketing efforts like a for-profit business. With a steady and businesslike approach to digital marketing for non-profits, your organization and your mission will prosper.