Digital Marketing for Nonprofits
Many nonprofit organizations struggle with defining and executing an Inbound Marketing strategy. Whether underfunded, or understaffed, their efforts often boil down to sporadic, “random acts of marketing”.
It’s important that these organizations understand that with some strategic planning, they can greatly improve the results of their efforts, without drastically increasing the cost.
- Define what you are doing, why you are doing it and who you are doing it for.
- Define your target market, customer segmentation & content consumer personas. The community you serve isn’t your only market – you must market to potential donors, sponsors, supporters and volunteers as well.
- Create your message – Define key phrases, customer journeys and your message structure. How does your message address the pain points defined in consumer personas?
- Establish where you are now, as an organization. Research similar organizations and associations. Define strengths, weaknesses, opportunities and threats.
- Determine the desired outcome and goals of your marketing efforts. Assess feasibility based on all relevant data on hand.
- Using the information gathered in Step 3 develop touchpoints and marketing materialsthat describe the benefits, services, donation opportunities, and values of your organization.
- Develop and maintain a professional internet marketing presence by creating a web site. You can use a web site as a great resource to display useful information, news, monthly newsletters, events, create community, share alternatives to donating money, and showcase the benefits of your organization.
- Develop the rest of your Digital Media Channel Strategy and prioritize your efforts based on your desired outcomes. Social Media? SEO? Content Marketing? Email Marketing? PPC? Local Search? Whatever steps you take first, monitor and measure your results!
- Research and maintain your prospect and customer databases. Do not let these resources be wasted. Use them for special mailings, follow-up telephone calls, event invitations, alliance development, research profiling, and market segmentation.
- Always actively search for alliances with other organizations, commerce, government, advertising media, and business. This step alone often brings the most benefit to nonprofit organizations