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Real Examples from Charities
Traffic Building
E-Marketing PlanningSearch Engine Optimization
THE ONLINE EDITION
April - 2012
Web 2.0
Pay Per ClickDisplay Advertising
Viral Marketing
1
FREE!
Cut out E-Mali
Marketing Checklist
Inside
EditorialWelcome to this edition of Fundraiser Weekly, where we blast off into cyberspace to discover how
charities can take advantage of the internet! We will take you through how you can get people to
your website, how to make it effective once they're there and how to keep them interested and
involved in your work once they've closed the page. Over a third of the world's population has
internet access with majority of these people accessing and sharing some kind of information. What
better way to get your message out to the masses? It's clear that a lot of your efforts as charity
workers go directly into fundraising, and as almost 73% of internet users will happily shop online it's
a great opportunity to invite donations via your websites.
In this issue, we'll discover the best practices for combining charity and the internet and let you
know how to implement them. From traffic building to email marketing, we've got it covered.Introduction
Market Analysis
What do our Readers Think
E-Marketing Planning
Email Marketing
Traffic Building
Search Engine Optimization
Pay Per Click
Web 2.0
Email Marketing
Email Quick Facts
Email Marketing Checklist
Viral Marketing
Mobile Marketing
Social Media
Display Advertising
Finance
Conclusion
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4
5
6
7
8
10
13
14
18
20
21
22
24
26
28
29
30
Contents
IntroductionThis issue of Fundraiser Weekly is all about digital marketing and
the best ways to utilise the internet in your marketing strategy. To
give a real world perspective, e-marketing efforts of charities have
been researched to discover digital best practices.
Why Charity?
Every business and brand wants to make money. Most companies
will design a budget to reduce expenditure and increase the value
of the business. The non-profit industry wants to make money to
spend it on worthy causes. For charities, there is a stronger need
to share information about a cause, how it can be helped and how
individuals can get involved. They essentially need to make
people spend money without receiving anything in return, making
the job harder.
Recession has meant that charities have to do more with less,
more than 75% of charities have no government funding and the
funding that is available is set to decrease by £5.5 billion.
Additionally, inflation cost the sector £2.3 billion between 2008
and 2010. Income from individuals is the single most important
funding stream for the entire voluntary sector.
So if any sector needs
a powerful digital
marketing strategy,
this is it.
The Non-Profit Sector
3
Source: NCVO UK
Civil Society
Almanac, 2012
Market AnalysisQuick Guide to UK Charitable Sector
4
5
What our Readers ThinkGathering opinions from Focus Groups…
Does the layout of a website affect your perception of a brand?
M – Yes, because generally I relate poorly arranged and visually displeasing sites with rubbish content.
F – Sometimes, but If I already know the brand I don’t mind too much.
F – I hate it, If its hard to find on one site, I’ll just go somewhere else
M – It affects my opinion of their online presence but I wont change my perception on the brand as a whole.When using search engines, do you often click on the top natural links?
M – I always go for one of the top 3 if it’s relevant
F – I usually click a link that’s at least on the first page
F – I use search engines for specific searches like brands, if I'm buying something or a service ill use a specific provider.
M – I usually click one of the links on the first page, but sometimes may scroll through to the next page if I cant find
anything useful.
Do you click sponsored links on search engines?
M – Yes sometimes, it does depend on whether I’ve already heard of the brand, because then I trust the ad.
F – I never click on ads, If they’re paying for that position there must be something dodgy somewhere
F – I ignore them completely, its usually rubbish anyway.
M – I click on the sponsored links like at the top of a search page, as sometimes they’re relevant but otherwise no.
How often do you receive promotional emails?
M – Loads every day, I cant stand them
F – A couple a week, they can be really useful
F – Not many at all, I'm careful to ‘junk’ irrelevant emails often
M – I get quite a few every week and I have to read them in order to
know what emails are new
How do Promotional Viral Videos affect your perception of a brand?
M – If I find them funny, It will change my perception for the better
F – I like the videos but it doesn't affect how I think about a brand
F – It makes me feel like the brand’s are trying to be devious
M – I like them, I’ll get one sent to me round the office, always breaks up my day.Do you have a Smartphone?
M – Yes, I'm really into my apps and downloads
F – Yes, its really useful I have a few apps on my phone
F – I do, but I only really use it for texting and calling, don't really use the rest of it. It came free
with an upgrade
M – No, Just a basic old phone that does the job.
6 Females (F)
5 Males (M)
Aged 18-25
E-Marketing Planning
Builds Teamwork
There are a few reasons why it is always important for any company to plan E-marketing activities beforehand:
Short Term Plans1 YEAR
Long Term Plans3-5 YEARS
Medium Term Plans2-3 YEARS
•Situation Analysis
•Objectives
•Strategy
•Tactics
•Actions
•Control
There are many types of plans; co-operate plans, business plans and marketing plans. These plans need to integrate with the co-operate objectives and e-marketing plans which have to include offline and traditional marketing plans. E-marketing plans are most effective when integrated with offline marketing communications channels such as; phone, direct mail or face to face selling. Online channels should be used to support the entire buying process from pre-sale to sale to post-sale and development of customer relationships. The e-marketing plans tend to link strongly with the marketing communications plan and should be part of a broader marketing plan as well as also fitting within the overall business plan. Many organisations have short and long term plans or roadmaps these must clearly show the goals, timeframes and resources required:
Helps Allocate Budgets
Avoid Panic and Stress Integrates Online and Offline
Sets DirectionIncreases Control
Maximizes Chances of Success
>> >>Many company’s useSOSTAC as a way to Produce different plans, SOSTAC stands for:
6
Strategic Analysis
Objectives
Strategy
Tactics
Actions
Control
This stage explains ‘Where are we now?’ Charities need to analyse both internally within the organisation and externally the business environment. The analytical areas covered will be KPI’s, SWOT analysis, PEST, Customers, Competitors and Distributors.
This examines for a charity ‘how do we get there?’ This area summarises how to achieve the objectives and guides all the detailed tactical decisions. This areas is influenced by the prioritisation of the objectives and the amount of resources available to the charity.
Tactics are the details of the strategy, a charity will need to list all their e-tools they plan to use in the
stages which are set out in the strategy. These will be short term of the charity and flexible whilst strategies
are longer term.
The charity’s strategies and tactics eventually become actions. The actions of a charity may become the weakest point in the planning process therefore it is important that a project action plan is made for each project. Some examples include; traffic building actions, actions to achieve customer response, actions to gain sales and fulfilment actions
This section determines if a plan is working, is the charity gathering donations, raising awareness or targeting the
right people. Control is also based on analysis competitors. Good marketers will build in control systems
to track performance and overall is known as performance measurement.
This stage for a charity will explain where they are going or where they want to be. The 5s (Sell, Serve, Speak,
Save, Sizzle) are the 5 main objectives of e-marketing, a charity must determine which ones are going to drive
their e-marketing plan. Objectives should also be SMART.
Every company should follow the SOSTAC to create an effective and successful e-marketing plan, even charity’s. Therefore below is an outline on what a charity should do and complete within their plan:
7
Targets
A good traffic building plan would include aspects from the following diagram:
Traffic building is key to the success of any site, as the traffic is the measurement for the success, ideally that traffic would be quality over quantity. There are various methods behind building traffic to your site but the fundamental method is good content, ultimately your site will develop traffic if what your putting on there, adds value somehow to those user’s lives.
Source: Smart Insights
Ultimately.. It’s all about good content!
Techniques
Timing
Three Key Characteristics for Effective Traffic Building
Objectives need to be specified before starting a traffic building campaign such as cost targets (Pay per click).
Use a range of online and offline techniques to achieve a successful traffic building campaign, see diagram(a) below.
Running a campaign at launch, or for a promotion for a few months is fine, but some online marketing will require continuous investment.
Traffic BuildingGuide to getting people to your site…the right people
Digital Communications Mix (a)
8
Macmillan cancer support launched this April fools campaign to place “Macmillan”
on Google maps to promote the brand, the cause and the coffee morning charity event.
Amnesty International have pushed through a large online social media campaign to help
raise money for a press ad.
RSPCA teamed up with ‘Pimp my cause’ who market charitable causes. The work
undertaken led to a full integrated online and offline marketing plan.
Macmillan Cancer Support
RSPCA
Amnesty International
Various different methods adapted below – A good mix is your best bet!
Charity Traffic BuildingExamples of traffic building campaigns from charities
Search Engine Optimization
How to use SEO effectively:
Correctly identify the businesses target
audience, and understand what keywords
they are most likely to use. Search engines
will scan paragraphs for those keywords.
Therefore to gather the correct
traffic/audience this needs to be considered
beforehand.
Successful search engine optimization and pay per click is usually due to achieving key
phrase relevance as search engines will match the keywords typed into the search
bar to the most relevant webpage. It is important to firstly understand the
popularity of each search term and the relevance to the webpage.
Another way of achieving high SEO rankings include On-page optimization. Which means the amount of times the term appears on the page, headings, hyperlinks,
alternative image text and document meta data. There are 3 most important meta data which include; the document <title> tag, the document ‘descriptions’ meta tag, and the document ‘keywords’ meta tag.
Another important concept is link building both externally and internally on the
company's webpage. External linking (the number of links) into a page and their
quality is a great way of determining the relevance of a page to the searchers. It is
important for a company to identify popular content and services and identify potential partner sites. There are a few ways to do this; directories, traditional media sites,
trade associates, social networks and bloggers.
When using internal link building the most important factor is to include key phrases used by searches within the hyperlinks to navigate to relevant content. This can be done through; links from standard navigations links from ancillary navigation, links from document listings, sitemaps, body copy and image links.
Search Engine Optimization means improving visibility of a website or webpage in search engines, after a specific combination of keywords/key phrases has been typed in. The ranking is dependant on an algorithm used by many search engines which will
match relevant site page content with the key phrase entered. Arguably it is the most important digital marketing channel for customer acquisition. It is important
for websites to correctly use this as it could lead to competitive advantage and higher levels of traffic.
10
How to rank your business highly…
When the key phrase ‘Charity’ is typed in 406,000,000 results are available. The top SEO ranking site is The Charity Commission for
England and Wales.
Whilst an actual charity website Cancer Research UK is ranked 3rd on the list. This could be due to the fact that the Charity Commission for England and Wales, has used link buildings externally but also internally. They have a hyperlinks to other useful websites, which helps achieve high rankings. They have also included links from standard navigation which means they have a navigation bar at the top but alongside this have included navigation to the left and right side of the page, the webpage also has a sitemap. Finally the key phrase charity has appeared many times on the webpage. Whilst the Cancer Research UK have used less of these techniques. They do not have a sitemap or hyperlinks, however they do have additional navigation. 11
When the key phrase ‘Children Charity’ is typed in 237,000,000 results are available. The top SEO ranking site is NSPCC followed
by Action For Children and Barnardos.
All three charity websites, have similar layouts and designs. They all include links from standard navigation, as all have a main navigation bar however navigation is also available from both sides of the page. All pages have numerous amounts of the keywords ‘children’ and ‘charity.’ However NSPCC has ranked number 1 due to the fact they have external link building with the website Child Line, which uses these keywords too. Another factor that has helped rank these higher is they all have a news links which redirect the user to articles about the website. The 2 highest ranked websites also include a sitemap. These techniques all improve the SEO of the websites.
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Pay Per Click
When ‘Children Charities’ was typed into Google, the company’s which use PPC include; Unicef, NSPCC, Plan-UK, and WaterAid. It is evident that the larger and well known
companies decide to use PPC more than the smaller ones. This is possibly due to expenses, and being able to afford PPC. The advantages of PPC are:
Good Accountability
(ROI for individual keywords
can be calculated)
Predictable (Traffic, rankings and results can be stable and predictable)
Simpler than SEO
(PPC position is based on
fewer factors than SEO)
Faster (PPC listings get posted quickly,
usually in a few days)
Branding (Tests have revealed that there is branding effect with PPC)
However there are also some disadvantages' of PPC which need to carefully managed these are; competitive and expensive, some bidding wars increase the
cost per click to around £10, so make sure that the bid is at an acceptable level. They can be inappropriate, companies with a lower budget or narrower range of products
PPC may not be a cost effective way of advertising. Specialist Knowledge is necessary, PPC can be time consuming and finally irrelevant.
Paid Search Marketing or Pay Per Click, is a relevant text ad with a link to a company webpage will be displayed when a certain key phrase is entered. These are usually
displayed as ‘Sponsored Links’ and are usually displayed on the right hand side of the search page. Even though many searchers usually click on the natural listings, many
do decide to click on the paid listings usually 25% of all clicks. This can be highly profitable for a search engine businesses like Google, and can drive significant traffic
to a company’s website. Advertisers do not have to pay for the ad until a click has incurred and the visitor is redirected to their website. It is also highly targeted as the
link is only displayed when a certain phrase is typed in the search bar.
13
Pay to rank your business highly…
Web 2.0
Encouraging Creation of User Generated ContentThis would include Blogs and the
collaborative encyclopedia (Wikipedia) and most importantly YouTube.
Simplicity in Design and Style
This is focused in single activity
such as; social networks,
mapping or photo sharing. To
make this task as simple as
possible, the webpage has simple
appearance using design
techniques such as; simple pastel
colours, rounded box corners,
gradients and reflections.
This is considered a mainstream marketing approach, a Web 2.0 site will allow users to interact and collaborate with each. Web 2.0 is an evolution of technologies and communications approaches which have been possible through the interactive nature of the web. The growth of high speed broadband connections and acceptance of social media by consumers means that this concept has grown in importance. This is in contrast to websites where users are limited to passive viewing of the content. The main websites which have Web 2.0 principles include; YouTube, Facebook, Digg and Flickr.
The main characteristics that Web 2.0 typically have are:
Benefit from it all….
14
Enabling Rating of Content and Online Services
This would involve review pages, comments on Blogs. These sources are useful due to
many blogs being available worldwide. This leads to rating and tagging content help
with indicate the relevance and quality of content.
Ad Funding of Free Services
Google Mail/Gmail and many blogs are based
on contextual advertising. Social networks
also offer advertising space which enables
brands to interact with their audiences.
Supporting ParticipationMany of the web applications are based upon principles of community participation.
Involve Data Exchange Between Sites
Through XML-Based Data Standards.
RSS Feeds send update alerts from particular
websites are based on XML. Google attempted
to include this through ‘Google Base’ which
allows users to upload data about specific
services.
Hosted as Web Services or Interactive Applications
These include Flickr, Google Maps and Blogger.com. This enables consumers
sharing of information and recommendations
15
NSPCC is a good example of a charity website which using Web 2.0 principles.
NSPCC uses Web 2.0 effectively, within their website, evidences of Web 2.0 principles have been applied. They have links to community and social
networks which allows consumers to leave feedback, follow any brand news and interact with each other. They also have an option for the consumer to securely log in, and get involved with charity work and
interact with other volunteers. NSPCC have included a navigation tab ‘News and Views’ which allows users to comment on fundraising, the charity and also receive any news and updates which the charity may have. The online donation tab also allows flexibility of donations and
allows the user to understand how they are getting involved. This all helps build consumer loyalty, also increases the chance of a consumer revisiting
the website. 16
UNICEF is another good example of a charity website which uses Web 2.0 principles.
UNICEF is a very good example of applying principles of Web 2.0 it has many of the same features as the NSPCC website which include; links to
social networks, users having the flexibility to donate, consumers creating a log in and signing up page to get involved with other
volunteers. However the UNICEF website has many more interactive web 2.0 than NSPCC these include; blogs, video and audio links and RSS
feeds. The Blog pages are located under the latest navigation tab, people are able to join the blogs, follow them and comment. Whilst others can upload videos and audio clips. Finally RSS feeds have also been included in the website which sends update alerts to customers.17
You can reach your current and prospective
customers in a personal and informative way
with e-mail marketing. Sending e-mails is
quick, inexpensive and easily measured.
You can design your messages to encourage
click-through directly to your website and
promotions, using the click-through rate to
track the success of your campaign. Because
of the simplicity of e-mail, you can test
different creative ideas or messages and
integrate e-mail marketing to enhance your
wider online strategy.
E-Mail MarketingEffective use and charity examples
“Everyone hates e-mail marketing, it’s all spam.”
This is a common misconception, as marketers are becoming
more and more able to target their e-mails to the right
customer, consumers enjoy receiving emails containing
useful and relevant information and offers.
Internet users currently engage with 7.9 brands on
Twitter , 9.4 brands through Facebook but 11.8
brands via e-mail.18
Stenner, (2012)
E-mail MarketingQuick Facts to Inspire your plan
Clear instructions on
where and how to
subscribe.
Thank the subscriber and give details
about the company, how the site can be
used and useful links.
Simple form for personal details
and data protection information.
How do I get people to sign up?
1. Buy a list. Many organisations sell e-mail addresses for specific sectors or interests.
2. Add a feature to your website allowing people to sign up to your e-newsletter.
Create a simple form for website visitors to sign up quickly, without sharing too much personal information.
Encourage people to
share your website
with friends and
colleagues.
19
E-Mail Tip Tag CloudQuick Facts to Inspire your plan
E-mail has an
impressive ROI,
second only to
social media.
$1 spent =
$44.25 earned
Ave
rage
Ope
n R
ate:
23.
3%
Ave
rage
Clic
k-Th
roug
h R
ate
5.9%
Ave
rage
Del
iver
y R
ate:
96.
0%
E-mail will drive $67.8 billion in
sales in 2012 and $82.2 billion
in sales in 2016.
Friday is the most popular day of the week to send promotional e-mails.
Inte
rnet
use
rs w
ho
subs
crib
e to
at l
east
two
e-
new
slet
ters
, 64%
read
all
of
the
mes
sage
s an
d ch
eck
thei
r e-m
ails
at l
east
onc
e a
day.
More than 50%
of consumers
make
purchases as a
direct outcome
of e-mail.
At least 64% of US and UK internet users want
marketers to demonstrate knowledge of the types of
products or services they like in e-mail marketing
messages.
Mar
kete
rs r
ely
on c
licks
(72
%),
conv
ersi
on
rate
(5
9.2%
) an
d
impr
essi
ons
(58.
4%)
to
trac
k
cam
paig
n su
cces
s.
89% of retailers cited e-mail is the most mentioned
successful tactic overall.
20
E-Mail Marketing ChecklistYour step-by-step guide to a successful campaign
Deliverability – Make sure your email is not marked as spam! Your message has to get through firewalls, internet
service providers and webmail systems. Your e-mail sender may have a bad reputation as a result of complaints or
broadcastRender-ability – Your customers may read their emails on a work or home computer, a tablet or their mobile phone
on a variety of different operating systems. You need to make sure the graphics in your e-mail will be viewed to their
full potential no matter what the recipient is using to check their messages. E-mail response decay – Keep your readers interested in the content
you provide. Welcome them when they first sign up and be sure to send
only relevant emails rather than regular, broadcasted messages.Communications preferences – This will help with response decay. At the
point of sign up, give customers the option to select which services and/or
products they are interested and the only send them the information they
requested.
Resource Intensive – If you are new to e-mail marketing, remember it takes a lot of man hours
to successfully implement it in your strategy. You’ll need specialists to manage the deliverability,
render-ability and testing of your messages and e-mail lists.
Conversion e-mail – You may have visitors to your website who register
their interest but do not purchase. You can e-mail these people to
persuade them to return to the site and trial your product or service. Hence
increasing the conversion rate.
House-list campaign – This is when you need to send an message out,
perhaps a product launch or event, and you don’t want the information to get
lost in the e-newsletter content.
Regular e-newsletter type – Think about the frequency of e-mails sent and the design and content in
relation to your audience. Do you want to send specific information to certain subscribers? Will one
template be appropriate for all types of messages?
21
Viral MarketingViral Marketing is known as a clever, shocking or informative idea which makes compulsive viewing. This could be in the form of a video clip, TV ad, Cartoon, funny pictures, poem, song, social or political message or news item. This must be able to make a person pass it on and successfully will lead to Word of Mouth (WOM). If it is an effective viral it can reach a large number of people rapidly. To make a viral effective it needs to be able to create buzz, and it relies on people to spread the word and will also occur in social networks. To make a viral successful, 3 things need to be adopted:
Creative Material (Identify the creative
message or offer and how to spread it).
Seeding (Identify correctly the
websites, blogs or people who will spread the viral).
Tracking (Monitor the effect and
access the return from the cost of the viral).
Many children charities, decide to use viral through television ads and YouTube. They make a shocking appeal which is emotional and makes people think. This usually involves graphic images, a voice over and sad music. This leads to traffic towards their website, increased volunteers and more donations. 22
Currently, a successful charity campaign is the ‘Stop Kony Movement’ which became mother of all viral advocacy campaigns in just four days this year. The charity ‘Invisible Children’ spread the word and this is
how:
Viral posts were powerful images and motivational messages earned.
2 million Facebook
‘Likes’
Viral posts were powerful images and motivational messages earned.
Sent Emails with their pledge video
and asked for fundraising help.
The emotional video, created WOM, and was mentioned and spread worldwide.
70,624,061 YouTube ‘Views’
2.5 Million Twitter ‘Tweets’
300,000 fundraising
members joined and $200,000 donations in less than 24
Hours23
Lets talk about Mobile Marketing
If you’ve collected data from your trusting customers, don’t later bombard them with lots of marketing messages.
Mobile marketing when integrated with a complete marketing plan, can prove to be a successful way of ensuring you stand out of the crowd especially during tougher economic times. Its important to note with things like mobile apps, they become successful because they actually do something people like, so adapting a “lateral” thinking style can really make the difference.
Maximise up to date technology, GPS is available for marketers to target customers based on where
they are, if the right message is sent to a customer in the right place, mobile can prove to be invaluable
in the overall campaign.
Games
Apps
MMS
Messaging
Sponsor
Advertising
QR
Ad ResponseSMS Voting
Promotional Sponsor
Promotional
Vouchers
Mobile site accounts for 20% of total traffic
Double in six months
Mobile tamagochi-style game, Mobidog
Designed to help educate too
Real ExamplesCharity Mobile Marketing
Macmillan Cancer SupportRSPCA
The new era of smartphones has given marketers a great opportunity to promote a message through the means of an application, the nature of the app could range
from a game to a productive utility.
Apple iPhone App Market
RSPCA Amnesty International
RSPCA application designed to help monitor your pet schedule such as
vaccinations. A diary, scrapbook and various other tools to help user and pet whilst connecting with charity
and cause.
This amnesty international game allows users to deflect bullets, the
key underlying message, promoting awareness of their cause.
25
Social media is resource intensive and
demands a long-term plan of action; the
activity that occurs within the different
platforms not only needs to sustain existing
interactive visitors but also attract new
participants to the website content. Ways in
which to do this include, creating shareable
content and making the sharing of this
content easy, reward engagement of visitors
and encourage users to take your content
and make it their own, this therefore
becomes user generated content.
Social MediaWhat is social media?
Social Media Stats
Facebook: over 845 million users
Twitter: over 500 million users
Google Plus: over 90 million users
LinkedIn: 150 millions members
Social media is the term commonly given to Internet and mobile-based channels and tools that allow
users to interact with each other and share opinions and content. Social media involves the building of
communities or networks and encouraging participation and engagement. (CIPR Social media panel) This
emphasizes that different digital media channels need to be used to encourage different prospects and
customer interaction to form communities.
The ‘BIG 5’ forms of social media are
considered as Facebook, LinkedIn, Twitter,
Youtube and most recently Google Plus. Such
platforms allow consumers and businesses to
interact and engage with one another, involve
aspects like marketing activity, discussion and
debates about a product or service or just a
desire to share content.
Interacting Social Media
Each week on Facebook more than 3.5
billion pieces of content are shared
77% percent of consumers said they interact
with brands on Facebook primarily though
reading posts and updates from the brands.
Over 4 billion videos are viewed a day on
Youtube (share content)
55% of Twitter users access the platform via
their mobile
26
Charity related social media
According to (Beer,2011) charities ‘need to have
a presence in the online, social communities that
their customers (existing or potential supports
and stakeholder) enjoy using.’ This method of
marketing will allow charities to connect with
potential support and enable them to promote
further their cause.
Traditionally charities rely on tried and tested
media-including mail, press and television
however to achieve fundraising, marketing,
communications and campaign objectives, they
have seen a downward trend in the level of
success whilst using these channels..
27
More and more people are going online to find communities and resources to
use and be apart of, it is important for charities to use social media platforms to
continue to engage with existing and potential support
Display AdvertisingDisplay ads are banner format or video ads placed on other sites with the aim
of generating awareness of your site and generating clickthroughs to the
advertisers site or a microsite.
Simply, display advertising involves the advertisers buying space
on a website and putting a creative ad in that space; the desired
results from these banner ads are for them to encourage people
to click on them to then be redirected to a website.
Display advertising has a significant impact on brand awareness
and, when combined with offline activity as well as PPC (par per
click) and SEO (search engine optimization), can further improve
the volume and quality of traffic being driven to the relevant
website, as well as improving conversion rates.
According to the Internet Advertising Bureau, online advertising
began as a way to FUND websites without asking users to pay for
the use of a site. Today, ads still help pay for sites to function but
there has been a limit to 40 ads per page. Forms of online display
advertising include banner ads on a website to a block of space
on the side of a webpage and are becoming more common
within company advertising budgets.
It is a very powerful part of any advertising campaign; clients running TV campaigns can
experience a 10-fold increase in traffic when the campaign is
partnered by banner advertising.
Display Advertising is the closest thing to old-fashioned advertising on the Internet and was
the internet’s first advertising model.
Charities use online display advertising to drive traffic to their
websites and raise awareness of their causes. The London Marathon
website is a great example of charities taking advantage of banner
advertising to raise awareness. Each ad is animated and relates to
the webpage they are places on, in this case the marathon, however
by clicking on the banner you are re-directed to their official
website which engages and interacts the user with the charity.
Why should charities use online banner ads?
- Help raise awareness
- increase interaction and engagement
- create traffic to charity website
- target potential supporters through other websites.
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FinanceGet your money sorted….
Charities have a variety of marketing budgets, below identifies a few different ones; their incomes and overall marketing spend:
Charity Income Marketing Spend
£148.6 million £28.7 million spent
£200.4 million £9 million spent
£245 million £11 million spent
£40 million £4.4 million spent
A 2008 study by the American marketing association and Lipmann Hearne revealed that most non-profit businesses with
a $5 million marketing budget spent less than $50,000 on marketing and communications. The company’s with operating budgets of $5 million to $20 million, still only a third spent less than $50,000. Less than half of non-profit business have less
than $100,000 in marketing budgets. It has been identified that overall marketing budgets are typically 2-3% of the
organizations finance. Advertisers will waste $220 billion a year worldwide by sending messages which target/reach the wrong
people.
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Using e-marketing efficiently requires huge amounts of planning to ensure that all aspects will help
achieve the organisations objectives; whether to direct traffic to their website or increase the number
of sales. If any aspect is not applied correctly the results will have a negative effect on the company.
The primary research supports this, as many participants believe that e-marketing methods do affect
the possibility of visiting a website. It suggests SEO, Web2.0 and viral marketing when successfully
applied will achieve high volumes of traffic. The use of e-marketing for charities is to build traffic
towards their website, and make consumers aware of their organisation. It is necessary to firstly
understand the consumer; how and why they visit websites, this can be shown through the primary
and secondary research. Each e-marketing element needs to be understood beforehand as each
aspect is different whether viral marketing or social media. It was necessary to discover how to use
these effectively to make the biggest impact. It was clear from the results that any charity should
apply a variety of e-marketing techniques as it will gather a larger audience.
It is important to remember:
It is always important for any
company to plan E-marketing
activities beforehand.
In SEO correctly identify the businesses target audience, and understand what keywords they
are most likely to use.
There are various methods behind building traffic to your
site but the fundamental method is good content.
Even though many searchers usually click on the natural listings, many do decide to click on the paid listings usually 25% of all clicks.
Viral Marketing is known
as a clever, shocking or
informative idea which
makes compulsive viewing
and successfully will lead
to Word of Mouth (WOM).
Different Social media channels
need to be used to encourage
different prospects and customer
interaction to form communities.
Concluding Thoughts
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So which Charity used E-marketing the best?
NSPCC uses e-marketing effectively to direct traffic to their website. Consumers are being
targeted through all different techniques; social media, viral marketing, email marketing,
PPC. They have a strong presence on the web, this could be due to having the largest
marketing budget.
WINNER! 10/10
UNICEF have used a mixture of e-marketing elements, they use Web 2.0 effectively,
creating social media links, blogs, video links and a RSS feed. However they are not
top of the SEO rankings and do not use PPC. However they do not use viral marketing
to engage and audience. Overall they have an average presence online. 7/10
Children in Need are the charity to direct traffic to their website through using e-
marketing techniques. They do not have a big presence online. Even though they have
tried to use social media, the main focus is still based upon BBC rather than the charity
itself. Therefore we have rated it 3/10
Barnardos follow closely behind NSPCC as it drives traffic effectively. They have used
good Web 2.0, so make it easy for the customer, social media has been used effectively
to redirect people to their main website. Email marketing is their strongest point, they
have made it easy for people to sign up , they also receive relevant updates. 9/10
Mobile marketing when integrated with a complete
marketing plan, can prove to be a successful way of ensuring you stand out of the crowd.
When it comes to email marketing, nobody
likes spam. As long as you keep your
message regular, without broadcasting it,
and relevant to your target audience, odds
are they will open your email with interest. A Wed 2.0 site will allow
users to interact and collaborate with each.
Display advertising has a significant impact on
brand awareness and, can further improve the
volume and quality of traffic being driven to
the relevant website.
When it comes to email marketing, nobody likes spam. As long as you keep
your message regular, without broadcasting it, and relevant to your
target audience, odds are they will open your email with interest.
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