The greatest marketing challenge for nonprofit organizations is the lack of substantial funding. Nonprofits must overcome numerous challenges in efficiently managing day-to-day operations, boost awareness, and thrive in the digital marketing arena. Most online advertisers and eCommerce businesses are financially strong, which fuels their marketing efforts and increases their prominence.
However, as a nonprofit organization is dedicated to a social cause, financials are always tight, and one has to be selective. Luckily, various marketing tactics allow nonprofits to send out loud messages to boost awareness and raise funding.
This article will walk you through data-driven marketing tactics to boost your nonprofit marketing in a crowded digital arena.
Here, take a look:
Google Ad Grants Program
As a nonprofit marketer, if you’re unaware of Google’s Ad Grants program, consider it a personal and professional failure. Nonprofits marketers strictly avoid pay-per-click marketing because it costs money. Well, how about conducting PPC marketing for free?
The Google Ad Grants program provides free money to allow nonprofits to advertise their causes and events through the search engine. Google and Microsoft donate around $1 billion to help nonprofits boost online awareness and promote their causes to a global audience.
However, this program is not devoid of budget limitations and complications. For instance, marketers cannot go beyond a $2.00 CPC bid and cannot exceed $10,000 in monthly spending. Luckily, these complications are not significant obstacles on your path to scoring free advertising gains. And there are numerous ways to get past these limitations and make the best Google Ad Grants. You can set up an in-house team or collaborate with a nonprofit advertising firm, depending on your requirement.
Video content is much more useful for nonprofits as compared to other marketing and advertising mediums. Soul-stirring videos are capable of evoking emotional responses by introducing the audience to the gravity of a crisis. Whether you are focused on poverty, child abuse, or climate change, a video is an excellent medium to connect with your audience.
It is ideal to outsource such endeavors instead of hiring professionals as the quality is superior to quantity. A video with an impactful message and richly-detailed story will help your audience understand the situation’s gravity.
Videos are the ideal strategy to awaken emotions and connect with your audience at a much deeper and profound level.
Carving out a Social Media Budget
Social media is a powerful and indispensable marketing medium for nonprofits to connect with their audience and raise awareness. Carving out a social media budget from already tight financials can be increasingly challenging. However, it is a crucial investment that will help you raise funds and attract generous sponsors.
Nonprofits have much to gain from achieving prominence on social media, particularly Facebook and Twitter. Focus on putting together impactful campaigns and promoting your best content to expand your following and gain more advocates.
It’s all about being smart and pragmatic, and you can start seeing results with as low as $5 a day on Facebook. Today, marketers can explore a wide array of amazingly granular targeting features and tools to chase their target audience. It’s considerably easier to connect with people who are genuinely motivated and responsive to your cause.
Facebook Donate Now
If you haven’t applied for a Facebook Donate Now button, you’re seriously lagging in the digital arena. Facebook introduced this feature for nonprofit pages back in 2015, allowing its users to share their wealth for impactful causes. Selected nonprofits can add a Donate Now button to encourage users to donate to their cause.
This call-to-action allows you to offer your audience a convenient and straightforward medium to be a part of your organization. With a few simple clicks, they can take immediate action and be a part of your journey. From the user’s perspective, this is an empowering feature that allows people worldwide to contribute to causes that resonate with them.
You will need a verified Facebook page based in the US to get approved for the Donate Now button.
Collaborations & Partnerships
The modern-day digital space is abuzz with partnerships and collaborations with influential figures, bloggers, and social media influencers. Now, aiming to sign up Angelina Jolie for a campaign is a far-fetched ambition. But you can always team up with influencers, local personalities, community leaders, and influential figures in your circle.
You can craft impactful emails to reach out to influencers with huge followings to benefit from their marketing efforts. Influencers who create content also seek to balance their content curation with selfless and society-focused elements. It is crucial to reach out to multiple influencers and famous figures and command esteem amongst your target audience.
These collaborations will prove instrumental in boosting awareness, raising donations, and even promoting events. It is always ideal for tapping into your networks and circles and identifying the most influential personalities. Influencers who are devoted to your cause are the perfect partners for fruitful and impactful collaborations.
Email Marketing Initiatives
Nonprofit marketers steer clear of investments and money injections to power their marketing campaigns. However, individual drives are too integral and instrumental for a nonprofit’s success to ignore and sideline. It is a common misconception that marketing requires a sizable chunk of money, at least not in the case of emails.
Email marketing is a highly effective and dynamic digital marketing strategy. It helps nonprofits generate revenues and finding and attracting new advocates and sponsors to boost awareness. Creativity is of the utmost importance because your content must be compelling and emotionally-moving.
Creativity can surpass all other challenges and obstacles to help you resonate with your audience. Be sure to keep the email eCommerce. At the same time, the content must be digestible rather than confusing. Imagery and videos are an excellent medium to tell a powerful story that leaves your audience fascinated and moved.
Marketing as a nonprofit can be challenging due to the strapped financials; however, the key is to think out-of-the-box. For instance, public speaking at community centers, education institutes, corporate venues, and other gatherings will help you carve out a niche. Public speaking engagements are a dynamic tool for nonprofits to raise awareness and build a highly responsive and engaging audience.
Don’t boggle your mind with financial considerations. Instead, focus on creativity and creating a ripple with impactful and resonating content. It all boils down to sharing the passion that fuels and powers your nonprofit organization with your audience.
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