Why Your Nonprofit Needs a Digital Marketing Strategy

You can promote your cause and organization using all sorts of marketing channels, but you won’t be effective if you can’t deliver the right message to your target audience. Digital marketing can help you raise awareness and funds by getting your message to the right people.

What is Digital Marketing?

Digital marketers use online tools and strategies to increase web traffic, encourage sales and interactions and monitor user activity. Social media marketing, content marketing, pay-per-click ((PPC) advertising, search engine optimization (SEO) and email marketing are all forms of digital marketing. 

Drive Traffic to Your Website

A user-friendly website is the most important element of a digital marketing strategy. It serves as a hub, the comprehensive source of information about your nonprofit and primary donation point. Other digital marketing efforts are typically designed to push visitors to your website. The public should be able to reach your website from anywhere at any time. 

Encourage Donor Engagement 

The goal of social media marketing is to direct audience interaction. Posting information on your social platforms lets users share your content and, in turn, raise awareness about your organization and its mission. 

Email marketing delivers personalized information about your nonprofit right to a person’s inbox. It’s a type of communication that can be segmented based on demographics, so the most important information is sent to your target audience. Emails usually include a call-to-action that encourages recipients to visit your website or donate.

SEO and PPC for Nonprofits

Keyword research involves evaluating the terms your target audience uses to find services related to your nonprofit. Search engine optimization incorporates those relevant keywords in your web content to increase your site’s ranking on a search engine results page (SERP). 

Pay-per-click is a form of advertising designed to drive visitors to your website. It’s an effective method of attracting online users that doesn’t require a significant financial investment. Google Grants offers up to $10,000 in monthly spend for qualifying nonprofits to fund their PPC campaigns.

Establish Website Authority

Creating quality content will increase your website authority, which search engines use to determine your SERP ranking. The better your website authority, the more likely visitors will see your site toward the top of their results page. A blog that’s consistently updated with relevant content can establish your nonprofit’s website authority. By establishing your organization’s reputation as a leading force for your cause, you’ll also improve your chances of receiving backlinks from other websites.

Use Retargeting Ads

This type of digital ad is sent to individuals who have already visited your website. It’s digital marketing that redirects users to your site to complete an action. Retargeting ads can be triggered by visiting a certain webpage, signing up for an email newsletter or submitting a contact form. 

MadAveCollective offers marketing services to boost your nonprofit’s online presence and increase awareness for your cause. Send us an email or call 419-725-6500 if you’re interested in scheduling a meeting.

3 Nonprofit Marketing Must-Haves for 2023

It’s easy to get caught up in the day-to-day business of running your nonprofit. That’s why it’s sensible to plan your marketing strategy before the start of each new year. When you do, you’ll give your team a solid plan of action and the confidence that comes with focus and direction.

Consider these three elements of a marketing strategy.

Optimize User-Generated Content

Tell the story of your organization’s impact through user-generated content (UGC) from those who’ve been positively affected by your work. Those stories provide different perspectives on your nonprofit’s services and reach, allowing you to share first-hand accounts of your success stories.

It may be as simple as posing questions to your audience and posting their answers on your website or social media platforms. You can also crowdsource UGC through event photos, videos, audio, direct quotes, and written narratives.

Studies have shown that consumers prefer UGC because it’s more authentic than branded content. And that influence can increase a donor’s willingness to support your nonprofit.

According to a Stackla survey:

  • 51% of consumers feel that less than half of brands generate authentic content.
  • Consumers are 2.4 times more likely to consider UGC authentic than branded materials.
  • 79% of survey participants said UGC impacts their purchasing decisions.

Create Personalized Marketing Campaigns

According to Stackla, 67% of consumers feel brands should customize their content for their audiences to deliver personalized experiences. Segmenting donors allows you to focus on the specific interests of different members of your audience.

In the digital era, consumers are more likely to expect personalized content that caters to their wants and needs. Segmenting your audience to communicate the right messages, calls-to-action and donation preferences for each individual is essential. You can segment your donors based on giving history and gift size. You may also adjust your messaging based on age, gender and income level.

Millennials and Gen Z currently make up the largest portion of the U.S. population, so it’s important to gear your marketing strategy toward those individuals. An omnichannel approach allows you to send specific content via social media, email and text messages to encourage engagement and donations. Creating landing pages and clear calls-to-action helps lead younger donors through the donation funnel.

Encourage Thought Leadership

Thought leadership is the delivery of authentic content that highlights your expertise, insight and experience to educate and prompt action. Thought leaders are visionaries who use their authority to bring attention to a cause.

Effective thought leaders can:

  • Build community bonds
  • Establish credibility
  • Fuel marketing efforts
  • Empower staff members
  • Encourage donor participation

That type of leadership requires you to go beyond discussing issues. You’ll need to provide clear initiatives, step-by-step plans and motivation that mobilizes your target audience of donors. Thought leaders can use blogs and newsletters to establish and spread their influence.

The MadAveCollective team is committed to providing your nonprofit organization with the necessary resources to create your custom marketing strategy. Email us or call 419-725-6500 to schedule a conversation.

What’s Your Why? Differentiating Your Nonprofit’s Year-End Appeal

The end of the year giving season is approaching, so now is the time to start planning how you’ll reach out to your supporters. But how will you stand out from the wave of emails, letters and social media posts encouraging donors to make their year-end donations?

Lead with your “why.”

The Why Exercise

This exercise involves a small group of people from your organization that may include:

  • Your most consistent or generous donor
  • A member of your board of directors
  • A volunteer who helps at every event

Start by asking them the broadest why question: “Why did we set this fundraising goal for our year-end appeal?” Each participant may have a different response, such as:

  • “We’re anticipating a deficit in our operating budget next year.”
  • “We need to make building improvements.”
  • “We’re expanding our service reach.”

Then, ask why again about each of the responses.

Repeat this process until you’ve drilled down to the most fundamental reasons you set that year-end appeal fundraising goal. Then, use that information to weave an impactful story that resonates with your core supporters.

Tell a Story

Crafting your year-end appeal around a story creates a compelling rationale for support that encourages donors to give and volunteers to participate.

After the Why Exercise, you may find that you have several stories to tell. If so, you have an opportunity to create specific messaging for different donor segments that will receive the year-end appeal. Each version should speak to the audience most likely to respond to the issue at the center of a particular story.

Review testimonials and success stories that relate to the fundamental reasons for your appeal. Featuring someone who’s benefited from your charitable services highlights the importance of expanding your service reach. Testimonials and firsthand accounts add a human element to the metrics and numbers you’re trying to explain to donors.

Share Your Year-End Appeal

Use multiple channels: You’ll need to share your end-of-year campaign on several marketing channels to ensure your target audience sees your message. Selecting the right channels based on your goals and timing will help optimize your campaign’s effectiveness. Use your website as a hub and include donation information and incentives on the homepage. Direct potential donors back to your website via these.

  • Social media
  • Email newsletters
  • Direct mail
  • Flyers
  • Radio and TV
  • News articles and press releases

Be consistent: Pushing the same message across multiple marketing channels is more likely to move your target audience to action. Create a schedule for weekly social media posts and email newsletters. The frequency of your outreach should increase as you approach the end of the year. It’s not unusual for initial notifications to go unnoticed, so it’s important to follow up with more reminders.

Use a landing page: A dedicated landing page condenses all your digital promotional materials. Your website’s homepage should direct potential donors to the campaign landing page with a link or floating button to keep your visitors focused.

Are you ready to plan your year-end fundraising campaign? Contact MadAveCollective, and we’ll help you get started.

Does Your Nonprofit Have a Content Marketing Strategy?

If your nonprofit has a specific mission and you’ve created branded visuals and content, you’re headed in the right direction. But you’ll also need a content marketing strategy to improve your odds of getting in front of the right people.

What is a Content Marketing Strategy?

It’s the planning and processes of developing and publishing branded content using digital marketing strategies. The right content marketing strategy for your nonprofit organization will be determined by your marketing goals, the size of your staff and your budget.

Types of Content Marketing

Content marketing includes the following digital assets:

  • Blog articles
  • Social media posts
  • Webinars
  • Podcasts
  • Email campaigns
  • Photos and videos
  • Infographics
  • Whitepapers
  • Annual reports
  • Case studies and testimonials

Advantages of Content Marketing for Nonprofits

The beauty of content marketing is its scalability. You don’t need to participate in every channel, only those that make sense for your audience and content style. And by strategically re-working your content for different channels, you can save time and make the most of your creative resources.

A good content marketing strategy:

  • Generates quality donor traffic
  • Improves audience retention
  • Boosts search engine results page (SERP) rank
  • Increases your nonprofit’s online visibility and brand awareness
  • Establishes your organization as an industry expert and thought leader

Establishing an Effective Content Marketing Strategy

Define your goals: What do you hope to achieve by implementing a content marketing strategy? Do you want to expand your donor base or improve fundraising efforts? Different goals may require different types of content marketing. Well-defined goals will provide a standard against which you can measure success.

Optimize new content: Considering search engine optimization (SEO) when creating content like blog posts and URLs is important. Including relevant keywords in your content will help Google and other search engines crawl your site and rank your content on SERPs, increasing the likelihood of it being seen by your target audience.

Repurpose existing content: Use your current assets for different types of content marketing. You could turn a podcast or webinar into a concise social media post to recap important information. Blog articles make useful how-to guides and can be converted into email content. You’ll reach different audiences by republishing existing content on other digital platforms without having to create new copy.

Find the right tools: You’ll need different platforms to implement your nonprofit’s content marketing strategy. WordPress is a useful content publishing platform. Programs like Yoast, Moz and Ahrefs are good for tracking SEO and keyword research. Google Analytics monitors website metrics and audience interaction. Vbout and Stripo are useful platforms for creating and tracking email campaigns.

You have a cause to address. Let MadAveCollective help you manage your marketing so you can focus on what’s most important to your nonprofit. Contact us to set up a meeting.

Want to Start a Nonprofit? Here’s What You’ll Need To Do

Your passion has led you to fill a need and serve others, but you’ll need to do your homework and plan properly to get your nonprofit up and running. There are many moving parts to consider, from research and funding to business development and staffing.

Here’s a guide to help you cover the essentials and finer details of starting a nonprofit organization.

Legal Requirements

You must complete legal and financial paperwork to register your nonprofit with the U.S. government, including:

  • Articles of incorporation: These documents establish your nonprofit as a legal entity. You’ll need the name and location of your nonprofit and the names and addresses of board members. After you’ve filed your articles of incorporation, you can request an employer identification number (EIN).
  • 501(c)(3) form: This portion of the U.S. Internal Revenue Code allows you to obtain corporate tax exemption status. It also lets donors claim their contributions as tax deductions.
  • Bylaws: Your nonprofit’s bylaws should include general information about your organization, the business and leadership structures, a Statement of Purpose and guidelines for meetings and procedures.

Establish Your Nonprofit Brand Identity

Branding marries your mission to a visual identity that represents what your nonprofit is and how it serves your community. It’s important to market your nonprofit brand carefully to stand out and get your message to your audience. Consider the demographics of those you wish to serve and possible donor bases to create a compelling brand that will attract support, donations, staff and volunteers.

Drive Donor Support with Your Website

A nonprofit website functions as an online hub where people go for information about your organization. It should be visually appealing, easy to navigate and provide calls-to-action that encourage people to donate, volunteer or request information. You can scale your website to your requirements with new pages, photos, event updates and blog articles to keep your volunteers and donors in the loop.

Use Social Media to Promote Your Nonprofit

Social media posts help you reach your community and provide information about events and recruitment. Focus on the social platforms that match your brand, mission and vision and provide you access to your target audience. Your profiles should be consistently branded, so you’ll need to consider how often you want to post and the human resources it will take to update your social accounts.

Manage Your Donor Database

Start your nonprofit on the right foot with a customer relationship management (CRM) system to track donor information, including contact details and donation amounts. A CRM system is critical to your organization’s gift stewardship and growth and will save you time by automatically managing and organizing donor information.

Establish a Case for Support Document

A case for support document is your message to your donors encouraging them to support your organization and cause. It should be emotionally compelling to facilitate conversations with your donor base during development and after your nonprofit’s launch. You’ll need to discuss your history, explain your vision, detail your short- and long-term goals and highlight the audience you hope to serve.

MadAveCollective offers content and digital marketing services to nonprofits to help raise awareness for your cause and create a strategy for your unique goals. Contact us online to start a conversation.