Digital Marketing is no different to any other skill. At first it seems daunting, but with practice the fog lifts and it becomes any Non-Profit Organisations most useful partner. We understand you have limited budgets (and there is no denying it is easier to do with a bigger budget) but the 3 tips below can be implemented for free and will help you get heard above all the online noise.
1. Set goals that can be measured
Your digital marketing goals need to be aligned to your organisational goals. An example of this would be if your organisational goal for this year was to increase your donations by 10% you could set your digital marketing goal as doubling your click trough rate from Facebook and Twitter. This means that twice as many people will be visiting your website from these social media platforms.
If you can’t measure it, how do you know it is growing? That’s the great thing about digital marketing. In the example above you can easily use these (Facebook, Twitter) free tools offered to measure your success. By knowing where you are having success and not, you can keep adjusting your campaign to ensure you reach your goals.
2. Be Mobile-Friendly
Some Non-Profits have great websites that engage their followers and evoke emotions but nowadays the majority of digital views come from mobile devices. So it is no good having a website that looks great on a desktop but doesn’t deliver a good mobile experience.
Google has noticed this trend towards mobile devices and it has now become a ranking factor so if your website is not compatible on mobile devices google will not rank it highly. This means that if you want to make it easier for potential followers to find you on google, you need to deliver a good mobile experience.
If you want to see if your website is mobile-friendly you can test it here.
Speak to us or your website developer if you need help getting a mobile-friendly website but there are plenty of free templates that are mobile-friendly.
3. Make use of emails
This is a bit of a tricky one as nobody likes to be spammed with emails over and over again. However, if used correctly, emails are another free resource which any Non-Profit can use as part of a digital strategy to increase donations.
To ensure you are using email correctly for donations (you do not want to be seen as “spammy”) here are some basic guidelines:
• Ask! You must ask and the sooner you do it the better, ideally within the first 2 paragraphs but only ask for the donation once
• Make it easy to give – such a simply clicking on a link which takes them to a donations page• Keep it short – try not going over 250 words
• Make it personal – use their name, if they have donated before then show gratitude and how you used their donation
• Monitor and measure your results – then adjust and repeat
• Follow up and say thank you
OK, so I know I said 3 free tips but the following tip must always be mentioned with anything digitally marketing related. Can you guess the golden rule?
Content Is King
Good engaging content is the glue that holds any digital marketing campaign together. Whenever any of us go online or read our email we are inundated with information, some good, some not so good. To those people who just post any content so that their Facebook page, blog or email subscription list just has regular activity, here is my advice: Stop annoying your customers.
It is far better to give less information which your followers find interesting and adds value. Charities normally have tiny (if any) budget to use for marketing but they do have the upper hand when it comes to content.
Always try and let the person/group who is the beneficiary of the donation tell the story. Donors prefer to hear from the people who are actually receiving their donation rather than the non-profit who is administering the donation. And of course, don’t forget, a photo can tell a thousand words.
Thanks for reading this post and please drop me an email if you have any questions about this post or digital marketing for your non-profit.
Good luck and go get those donations!