Five marketing tips for nonprofits: How to make the most of the digital Golden Age
In many ways, we’re in a digital Golden Age, one that can transform a nonprofit organization’s ability to communicate the value it brings. Web content management systems and email software are available at a low cost and require little technical skill. Social media is free and offers near-ubiquitous tools for connecting with potential supporters. Within a day or two, most organizations can establish a digital footprint including website, email campaigns and Facebook, Twitter and Instagram accounts.
Yet even with the basics in place, many struggle to put the pieces together in a way that generates more support — and the resources that can power an organization to greater impact. The following are my tips toward a more cohesive digital strategy after nearly two decades in the world of nonprofit marketing.
1. Domains still reign. It’s easy to neglect one of the internet’s original innovations in a time when social feeds are a Face ID and a tap away. But websites are still where the bulk of a nonprofit organization’s action is. Think about it: donation forms, email signups, volunteer registrations, events and news — they’re largely still on a website, just as they were in the days of dial-up and Dreamweaver. Think of email, social media and printed communications as spokes of a wheel and the website as a hub. Once users get to a website, there’s a greater chance they’ll interact with other content, become familiar with the organization’s story and go from a visitor to a potential supporter. Good things happen for nonprofits when they increase visits to their websites.
2. Update daily for best results. It sounds obvious, but a fresh, current website is fundamental to the reputation of your organization. The website is often the first impression for potential employees, donors, Board members and volunteers. Make sure the newsiest sections of the site are up-to-date: job postings, press releases, event listings and your blog. Take a few minutes each day to freshen the site with the latest on programs and initiatives and everything else that makes your organization unique. And check on functionality regularly, looking for broken embed codes, dead links and how the site displays on mobile browsers. A well-managed, well-curated site should enhance the organization’s brand.
3. Develop meaningful content — a lot of it. Content is like the Field of Dreams — if you build it, they will come. The more content you generate, the more visits, more impressions and more visibility you’ll receive. The only barrier to content is time. Nonprofit organizations have a deep well of potential content in the form of dynamic programs and individual success stories. Draft a content calendar and share it with other internal teams to keep them in the loop and solicit their ideas. Invite guests to blog on your site and create cross-posting opportunities that increase traffic and conversions.
4. Email is a journey. It can be tempting to quickly draft an email and send it to supporters when important news breaks — and no doubt certain situations require just that. But think of the mass emails you send as part of a journey rather than the destination. Some emails don’t have to have an urgent update or a request for support at all. They can simply let people know about a compelling anecdote that illustrates the mission (though always include plenty of links to your site). Too often, emails start at the end of the story rather than the beginning. Bring users along for the ride and you are bound to win over a few fans, deepen loyalty and — most importantly — garner additional financial and volunteer support.
5. Put the social in social media. Social media differs from other online channels. Even within social media each platform has its own quirks. Take care to ensure social feeds don’t become repositories for events and what’s already on your site and in email. Follow the rule of thirds: one-third of social media content promotes the organization, one-third shares ideas from your field and one-third is devoted to interaction. Remember that social media was designed for two-way communication and to make friends online. Think of it as curating an online community, while adding a bit of wit, charm and occasional irreverence.
A cohesive online strategy doesn’t have to be costly or time consuming. If staff can devote even a few hours a week to these tools, they will have a high yield for the organization and drive the community impact that all nonprofits desire. Leave a comment with any thoughts you have, and what you’ve found effective for your organization or business.
