Charitable Organization& Non Profit Marketing Tips

Introduction

Getting a firm grasp on who your audience are and what you want to achieve is paramount to any digital campaign and potentially even more important within a cash strapped non-profit environment.

Understand existing donors by researching their interests, motivations and needs and help potential donors through their decision-making cycle by tailoring your approach at each stage to inform and guide them.

Know Your Demographics Remember, it is only through a solid knowledge and understanding of how people interact with your brand that you can even contemplate creating content compelling enough to get them to open their wallets.

To start, check out the data you already have, mining your existing analytics to understand who is visiting your site. Take great care to drill down into metrics such as keyword performance to identify intent, but also pay close attention to internal search, as this may offer clues about persona behavior or missed content opportunities.

Use your data

Charities hold onto a surprising amount of data that is not only interesting but useful too. Information such as how money raised has helped beneficiaries, academic, scientific and market research, and the information created within booklets, leaflets and fact sheets for use offline can all be repurposed and put to use as part of a digital marketing campaign.

Macmillan does a brilliant job of this within its Pinterest board. Their cancer information board alone - where it displays a number of info-graphics with data and answers to FAQs directly relevant to their user base - has well over 400 followers.

Google Grants

Google offers charities a fairly substantial gift in the form of Google Grants. Having been running for 10 years, the Google Grants scheme offers charities up to $10,000 (that’s over £6000) of PPC advertising spend per month for free.

This opens up a whole new marketing channel for charities to target digital donors. Steve Morgan recently wrote a fantastic roundup of Google Grants for Charities which covers the whole scope of the scheme from eligibility to tips on integrating with your digital marketing.

Build Your Email List

Email is a great tool to keep your current followers and warm prospects near and dear to what you are currently working on. Remember that CEO’s of social media channels have control of your followers list, and that the only list that you can entirely own / fully control is an email list.

Updating your Readers with a Blog

Writing about updates on your current charity is a great way of updating the folks who have donated that you are making great use of the money they have given you. This is also a great way to build an email list as it builds interest towards learning more.

YouTube for non-profits

Non-profits have been engaging with YouTube for years, but it's still important to have a specific online video strategy that can influence viewers from being mere audience members to becoming donors.

Here Google come to the rescue again with the YouTube Non-Profit Program which provides extra benefits like branding capabilities, increased upload capacity and call-to-action overlays.

One key feature is Video Annotations which can be used to add interactive commentary to videos, and for charities and non-profits, they can be used to link to external sites helping to drive visitors to the donate page

Crowd Funding for Non Profits

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