Considering that a large percentage of annual giving happens in December, now is the perfect time to focus on your digital marketing efforts. Digital campaigns are a great way to create momentum for your end-of-year appeal and beyond.
Here are 5 steps for successful digital marketing for nonprofits based on the latest trends, including major mistakes to avoid.
Digital Marketing for Nonprofits
Organizations are now competing for donors and corporate sponsors in a pool that seems to be shrinking. When dollars are scarce, staying on top of the latest nonprofit marketing strategies is a must.
Everyone wants to be a part of something special, especially donors, sponsors, and volunteers. One way to do this is by avoiding language that excludes.
For example, never use phrases like, “Remember, our fundraiser is only a week away!” Doing so excludes those who weren’t part of the initial conversation.
Each post should speak to the audience as if they’ve never heard the message. That way, newcomers will feel welcome.
Share Powerful Stories
You’ve probably heard the phrase, “Facts tell, stories sell.” People give their time and money to nonprofits from a place of emotion. They feel passionate about the cause, so appeal to their emotions through stories.
One way to do this is to have a specific place on your website dedicated to success stories. You can also use your blog to highlight these stories. Be sure to update this frequently and include the new stories in your newsletter.
Regular content updates are good for SEO (Search Engine Optimization) as Google rewards sites for new, original content.
You should also share client success stories through videos and photos on social media, such as Instagram. In fact, the Instagram Stories feature is a huge opportunity to “sell” your service.
If you use YouTube for videos, you are accessing the second most powerful search engine next to Google, greatly widening your reach.
Build Your Email List
One of the biggest digital marketing mistakes your organization can make is the failure to build an email list.
While posting emotionally-moving stories on social media platforms like Instagram is important, you do not own your social media account. At any time and for any reason, your social media account can be shut down without warning.
The result? You lose all of those connections.
Instead, use each post to drive traffic back to your website through a Call-to-Action (CTA) link. This might be to a donations page, a volunteer application, or a sponsorship form.
When they reach the appropriate page, there should also be an opportunity for them to opt-in to the newsletter. Offer a free “gift” for subscribing, such as an ebook with tips or information related to your cause.
You own your website content and newsletter list. All other digital marketing roads should lead there.
Create a Customer Avatar
Writing for a huge audience can be daunting. It can also lead to language that is formal and devoid of emotional resonance.
When producing digital content, create a mental picture of your ideal donor or volunteer. This can be a made-up person or someone you know. Just make sure you genuinely like that person. Then, write to this person.
If the above steps sound like a lot of work, you’re right. Unfortunately, funding an entire marketing team is challenging. That’s where the team at CIRIK can help.
As specialists in IT and digital marketing for nonprofits, we can partner with you to connect with your donors and sponsors in a powerful way. Contact the CIRIK team to learn more.