Digital Marketing Strategies for Nonprofit Organizations
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Few sectors have benefited from the digital media shift as much as nonprofits. They save thousands on mailing costs, and unlike telemarketers and volunteers, their websites can advocate for their causes 24/7. However, generating support and donations requires more than just a website.
The number of nonprofit organizations has surged in recent decades, reaching 1.5 million registered nonprofits in the United States by 2015. While many support worthy causes, your organization needs to stand out to attract donations and volunteers.
This page explores how nonprofit marketing parallels and diverges from marketing for other organizations, and offers a few strategies for implementing an effective Internet marketing plan.
Is Digital Marketing Different for Nonprofits?
Nonprofit organizations that market online enjoy many of the same advantages as for-profit businesses: lower costs, faster time to market, and a pool of prospects based on expressed interest rather than mere assumptions. However, nonprofits face unique challenges that private sector businesses do not.
Firstly, marketing budgets for nonprofits are lower because they need to be. While for-profit businesses might limit their Internet marketing spend to wait for ROI before allocating more funds, nonprofits typically have less extra money to begin with. Online marketing is more cost-effective than direct mail campaigns or TV/radio ads, but it's not free. Pay-per-click and other ads still require funding, and creating content demands the services of writers and designers. This often leads nonprofits to focus on lower-cost marketing methods, possibly even foregoing traditional marketing tactics for the most cost-effective online strategies.
Additionally, nonprofit content marketing strategies need to focus on the cause, not the consumer. While businesses build customer loyalty by entertaining and informing, nonprofits should create content that tugs at the heartstrings. Content should highlight the issues the nonprofit addresses
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3 Ways Nonprofits Can Leverage Digital Marketing
The Internet’s versatility enables numerous functions, including direct communication with potential donors, widespread dissemination of critical resources, and efficient fund collection. However, realizing these benefits requires appropriate tools and consistent dedication. To boost online donations, engagement, and awareness, concentrate on the following steps
1. Add Simple Donation Tools
Your website serves as a platform to tell your story and inspire donations. Ensure that potential donors can complete their contributions directly on your site without redirection. Avoid losing potential donations by providing an interactive call-to-action page equipped with online donation tools. Options such as PayPal and credit card payments, accessible via both desktop and mobile devices, streamline the donation process. The easier the process, the more likely people are to donate. Given that the last Giving Tuesday saw a 36% increase in online donations compared to the previous year, it's evident that today's donors prefer the convenience of online platforms.
2. Share Success Stories via Social Media
Donors are often motivated by the impact their contributions can make in creating positive outcomes. Whether showcasing the collective impact on a community or highlighting individual success stories, social media platforms offer a powerful way to convey these narratives.
Anecdotal stories are effective for providing detailed accounts of how your organization utilizes funds. Stories about individual beneficiaries—whether a child, a family, or a veteran—illustrate the depth and breadth of services your organization provides. On the other hand, statistics offer a broader perspective on the issue and demonstrate the reach of your organization.
By showcasing to potential donors the number of people served, the allocation of funds, and the long-term impact of your work, you reinforce the value of their contributions. Additionally, all social media content is shareable, allowing users who are moved by your stories to amplify your message among their networks.
3. Get Listed on Nonprofit Directories
Not all funds donated reach their intended recipients. Some nonprofits allocate more funds to staff and administrative functions than to their beneficiaries. Worse still, some organizations masquerade as nonprofits to scam generous donors. Your organization operates transparently and effectively
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