Incorporating digital marketing strategies into your marketing mix as a nonprofit offers a plethora of options to interact with potential donors. Additionally, successful digital marketing requires a good understanding of where your target audience is located.
- Irrespective of the services of your nonprofit, the ever-evolving landscape of digital marketing can provide the needed visibility.
- No matter what metrics you monitor, you need to pay attention to your performance.
Expert advice on digital marketing strategies
In this article, we will consider some of the most effective digital marketing strategies based on the suggestions of nonprofit and marketing experts.
1. Pay attention to performance
Adam Weinger, president of Double the Donation emphasised the importance of prioritising performance in a nonprofit’s digital marketing efforts.
According to Adam, “If your outreach is underperforming, make adjustments as you go. Do you have low email open rates? Experiment with your subject lines to capture more attention. Do you have exceptionally high social media impressions but minimal shares, likes, and comments? Your content might be reaching plenty of people, but it’s not quite doing the trick and inspiring them.”
“Do you have low delivery rates for texts? That may mean your supporters have changed their phone numbers. Don’t worry; this happens! Use a phone number append to make sure you have accurate phone numbers for supporters if your delivery rate is alarmingly low.”
He further stated that “no matter what metrics you monitor, you need to pay attention to your performance. Successful digital marketing for nonprofits rides on these numbers!”
2. Hire a nonprofit tech consultant
Allison Manley, Director Of Marketing & Communications at Kanopi Studios highlights the importance of leveraging a tech consultant to guide a nonprofit’s digital efforts.
“Sometimes, partnering with a nonprofit tech consultant is the best method of truly optimizing your digital strategy. The right agency should work closely with your organization to become familiar with your goals, your audience, and current technology solutions. Then, they can provide their expertise when it comes to optimising that solution for your nonprofit’s needs,” she stated.
Also, one of the advantages of hiring a tech consultant is that you can be sure your marketing efforts are geared towards the right audience while ensuring effectiveness.
3. Understand Your Audience
Lisa Hirst Carnes, Content Creator at ArcStone, a nonprofit support platform also emphasised the importance of understanding your audience as a nonprofit. ‘Be clear on the beneficiaries of your cause,” she stated. “For example, if you are fighting for human rights from a political perspective, your approach should differ from helping victims of gender-based grievances. “
“But in both instances, you will want to establish an emotional connection with the target audience. Conduct research into their interests and lifestyles. Spend your time collecting data that will improve the efficiency of your digital marketing campaigns.”
Lisa also stated the need to “segment your audience into groups. Creating groups will help you personalise your marketing messages to suit your audience.”
4. Leverage innovative targeting techniques
According to Gabrielle Perham, Director of Marketing at AccuData, “Your organisation can’t just rely on having a solid website and social media presence to power your entire marketing strategy.”
“While it’s important to shore up these digital platforms, it’s also important to target donors individually. This allows you to get your content in front of more supporters using a proactive approach,” he stated.
Gabrielle also stated the need to adopt three targeted marketing strategies:
- “Location-based marketing, such as geofencing. Geofencing marketing allows you to reach targeted audiences using geographic data. Using this technique, you can reach supporters who have attended your events in the past or visited your nonprofit’s location.
- Google Ads. With Google Ads, you can incorporate search-engine marketing into your digital strategy.
- Text fundraising. Text fundraising, such as a text-to-give campaign, allows you to reach supporters on a device they constantly use: their smartphones! With text fundraising, you can cut through some of the digital clutter by reaching supporters on a personal level.”
5. Improve storytelling with Data and Anecdotes
Deep Sync, a data-driven platform reported on the need to leverage data for stellar storytelling. “Incorporating data into your digital stories adds credibility and transparency to your impact and helps build trust with stakeholders. It also allows you to measure and communicate your progress toward your mission and goals more effectively.’
“To ensure that you have the appropriate data for your impact reports and digital marketing messages, you’ll want to implement data best practices for your nonprofit. This includes maintaining data hygiene, which ensures your data is error-free so you can easily access and find the relevant data that you need.”
Conclusion
In summary, adding digital marketing to your arsenal can help ensure the right audience sees your message. Irrespective of the services your nonprofit provides, the ever-evolving landscape of digital marketing can provide the needed visibility.
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