As every fundraiser knows, there is simply never enough money to market your non-profit and its services in the way you would like. But the huge growth in online channels is great news for those on strict budgets. Digital marketing is a cost-effective way to reach new donors, raise the profile of your non-profit, and make sure you are putting more of your budget towards the needs of your service users. We’ve compiled this quick list of 3 top tips to help you get started.
Let’s be honest, your ultimate aim in marketing your non-profit is to attract new, loyal donors to help you serve your cause. So, when you are putting together your digital marketing strategy, make sure that you do it with your donors in mind.
Take some time to do market research – where do your target audience spend time online? Which social media platforms are they active on? Do they respond well to email marketing or will they prefer to interact with you via your website? Once you have a clear picture of how your target donor behaves online, you can decide where to concentrate your efforts.
It is easy to get carried away with digital marketing, but those who do it well do a lot more than just post beautiful content. To succeed at building your non-profit’s online profile, you need to be clear about what you want to achieve. Set specific goals – whether that is reaching a financial objective or increasing your mailing list or social media following – and evaluate each of your digital marketing activities to assess which helps you to reach them. With limited time, you need to be clear about which digital marketing activities get results and which are not worth your effort.
If you are lucky enough to have the budget to bring on dedicated staff members to handle your digital marketing, you should definitely do so – this is a distinct skill-set that is very different from traditional marketing. But for most non-profits, a full-time member of staff to work solely on digital marketing is out of reach. Instead, look at where your existing staff could use training. Investing in an external consultant is a great way to make the most of your limited budget if you don’t have the skills you need in-house. Working with an agency that specialises in digital marketing is a sure-fire way to set yourself on the road to success.
At TL;DR, we take the time to really understand you and your goals. Whether you need help with social media, email marketing, or building a great website, we are here to support your non-profit in taking the first steps to success in digital marketing. Book your free consultation today.