These days, it’s tough to find a non-profit that hasn’t conducted some type of online campaign or activity. Most are on social media; nearly all have a website. For non-profits in the digital space, things are getting more crowded by the minute. You can’t afford to put your presence on auto-pilot.
In fact, your digital efforts should actually reinforce and amplify one another. That means you need a smart strategy. But if you’re already shaking your head over resource constraints, remember: We’re here to help! So don’t feel discouraged or intimidated. Instead, get strategic with our handy four-part checklist.
1. Focus on the W’s
Take a careful look at your situation. Consider some key questions: WHAT do you need to make your goals a reality? WHO interacts with your digital marketing, and WHY? WHICH constraints are holding you back most — budgetary, technical, physical? Make a list, and request feedback from your stakeholders. Include your board, your director(s), and key staff members who can help bring your goals to life. You might even survey major donors or community members. Consolidating these insights now leads to smarter decisions later.
2. Evaluate Your Audience
Before you can fine-tune your digital message, think about your current audience. Take a look at available data, too. Which online fundraising campaigns were least successful? Which performed best? Can you pinpoint how your promotional strategies differed in each case? If your e-mails fail to connect with certain types of donors, examine engagement patterns over time. Then use this information, along with the list above, to create distinct audience personas. Basically, try to imagine the “ideal” donor/member that fits each target category. Think about interests, needs, demographics, and pain points. Actually name these personas, and discuss them with your team. As a group, start brainstorming the best ways to reach those individuals.
3. Assess Technology
Okay — you’ve identified your goals, and agreed upon key audience personas. Next, think about the technology you need to reach recipients most effectively. Maybe you want to expand your digital webinar capabilities. Perhaps you’d like to move major events online, or boost e-mail outreach. Ask yourself these questions:
- Where do most donors interact with you digitally – social media, website, e-mails, someplace else?
- How can you better support those platforms?
- Are there knowledge gaps interfering with your progress in these areas?
You don’t need to go it alone. We can help you avoid pitfalls, expand your awareness, and make effective choices. Contact us for a FREE Digital Assessment, and don’t miss our FREE Friday Skills Training Videos.
4. Explore Integration
Think of your website as a central hub. It drives attention to all your other outlets, and vice-versa. So remember:
- Social media can help expand your existing audience. Use it to promote special events, insightful blog posts, fun contests, and donation appeals. Encourage sharing wherever possible. Keep directing attention back to your website.
- E-mails help target your messages. So always try to segment your database into smaller, more focused mailing lists. You can define these by key audience interests, giving capabilities, or different demographics. This tactic can measurably boost open and click-through rates to your website.
- Online ads engage your audience, to increase visibility even more. They’re great for promoting appeals, events, and fundraising drives. Use the engagement metrics to fine-tune your messaging. Google AdWords can really enhance your site’s traffic flow. It’s available to many nonprofits through Google Grants. Also, don’t miss our Friday 10/23/20 training on this very topic:
Finally, don’t forget to scroll through your calendar, or look at holiday theme calendars like this one. You’ll find little-known celebrations and theme days that may coordinate with your mission. Get creative on Giving Tuesday, too. E-mail and social media appeals perform especially well when they’re tied to a specific idea that resonates with your readers. Want even more digital marketing tips for non-profits? Subscribe to our YouTube channel for our latest videos.
Over 15 years of expertise providing technical solutions that let you focus on your business.