5 Digital Marketing Strategies for Nonprofits

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5 Digital Marketing Strategies for Nonprofits

If you’re looking for cost-effective digital marketing strategies for Nonprofits. You’ve come to the right place.

1. PPC for Free with Google Ad Grants

Working with nonprofits, we know that a Google Grant account is an opportunity not to be missed. Google will allocate 10K worth of adwords for you free every month. Google adwords for nonprofits will give your charity more visibility, gain more donations, volunteers and leads.

Take advantage of:

Ad extensions: Ad extensions can be shown to searchers any time an ad with a high quality score displays in one of the top positions above the organic search results, and Google reports that using ad extensions can increase Click Through Rate (CTR) by 30% on average. View a full account of tips for Adwords here.

2. Digital Marketing Through Video

Video is a powerful thing. It’s an effective way to get users engaged with your product / service.   As marketeers, we want to take people on a journey that moves them. World Vision Ireland won the gold prize at the European Excellence Awards recently for their online video that brought Game of Thrones actor Liam Cunningham to Jordan to meet Syrian refugees and then coordinating a surprise reunion with one of them – 16-year-old Hussam.

In September 2016, World Vision took actor Liam Cunningham (Game of Thrones) to Jordan to meet with Syrian refugees. They documented Liam meeting 16-year-old Hussam. They then learnt that Hussam and his mother were granted German passports and after years apart were to be reunited with his father and brother in Germany. A surprise reunion was arranged and captured.

Read our Liam Cunningham campaign case study

Using Video in your digital marketing strategy will captivate your audience and give a visual demonstration of what you are offering. Video is an effective digital marketing strategy for nonprofits as it helps tell your story so that your audience can understand it clearly. This allows an instant hit of information. There are numerous ways you can get your video presentations to your customers. You can upload to your website, produce a copy on DVD, have a copy on mobile devices and so on. Read more here.

3. Lead generation

Lead generation is a hugely under-rated digital marketing strategy for nonprofits This technique is cost-effective and extremely beneficial to the nonprofit sector.  There are many ways to gain relevant leads. A form can be created on your website in which you can drive traffic to through a number of different channels, including Social Media and Google. According to Marketo, “approximately 96% of visitors that come to your website are not ready to buy — but they may be willing to provide contact information in exchange for valuable content”.

Donors regularly “investigate” charities online before making a decision about donating to the cause. Donors might want to hear more from the charity first and sign up to your monthly newsletter so make sure your website is optimised and up to date. To learn more about Lead generation for Non-Profit click here.

4. Email marketing

Email Marketing is a cost-effective Digital Marketing strategy. Nonprofits can use email marketing campaigns to deepen donor relationships or re-engage lapsed donors.

Platforms such as Mailchimp and Campaign Monitor are well known and easy to use. The free version of Mailchimp allows you to send emails to 2,000 subscribers and 12,000 emails per month. It’s a nice platform to start off with and test out your email marketing campaigns.

5. Website Optimization and Mobile Experience

Your website should represent your organisation accurately, and specifically to show donors how their contributions will make a difference. Once you have people on your website and they know what you’re all about, it’s then time to attract them to donating to your charity. Take the Marie Keating Foundation for instance, you quickly notice the purple donate button at the top of the page.

Keep your donation page as simple as possible. You should only include fields that you really need. How many steps does a user have to take to make a donation on your site? Keep it as few steps as possible. The more steps included in the donation process can cause donation drop-offs. Make sure your donation page is optimized for mobile for your donors on the go. If you’re not mobile optimized, you could be missing out on many potential donations.

Do you need help with your email marketing strategy? Contact us today!

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Gillian O Sullivan

Gillian O Sullivan

Digital Marketing Expert at Combined Media
Gillian looks after projects for our clients from crafting digital strategies toimplementation to end of campaign reporting.
Gillian O Sullivan