Most nonprofit organizations are continually operating with less. If you’re one of them, you may have experienced scenarios like:
- Working with tight budgets.
- Having smaller teams.
- Operating under restricted timelines.
Some tend to think that formulating a marketing strategy is a task that’s not worthwhile. But, if you want to attract supporters, you must focus on expanding your online presence through online marketing for nonprofits.
In the present day, digital marketing for nonprofits is what drives most organizational change. By strategizing how to market your nonprofit organization, you can achieve the following:
- Attract donors quickly
- Boost funding
- Engage more volunteers to participate in different activities and fulfill organizational obligations
Nonprofits focus on achieving more with less. So, raising awareness of what your organization desires to do will boost performance.
All your nonprofit digital strategies directly influence the success of your online fundraising activities.
What is Digital Marketing for Nonprofits?
Digital marketing involves any nonprofit marketing that uses electronic devices to deliver promotional messaging. As a nonprofit, you should be able to measure the effectiveness of your organization’s promotional activities.
Practically, digital marketing points out marketing campaigns that take different forms. Such may include online videos, social media posts, and display ads.
Your nonprofit needs a focused and wide-ranging digital strategy if you’re to reach donors in impactful ways. You also need other digital marketing strategies to increase fundraising for your nonprofit marketing plan.
Statistics reveal that female donors will most likely make a donation because of social media marketing’s influence. On the other hand, male donors will most likely donate because of email messages.
Presently, the competition for donor consideration is at its highest. So, if you don’t build excellent brand awareness for your nonprofit organization, you can lose sight of your long-term goal.
How Do You Strategize Your Digital Marketing Plan for Nonprofits?
1. Identify a Nonprofit Digital Strategy
This is a nonprofit marketing plan that involves taking a close look at your organization’s current situation. Ask yourself:
- What do you want to achieve with the new strategy?
- Who do you plan to engage in your digital marketing and fundraising activities, and why?
- What elements will shape your nonprofit digital strategy?
- What physical, financial, or technological aspects are holding you back?
When you consider all the above factors, you can save your team numerous headaches later on.
2. Determine Your Nonprofit’s Digital Goals
Your organization’s digital goals will form the basis of the entire strategy that you come up with. Your team should develop a more systematic goal-defining approach.
To develop the right digital goals, you must be sure about what you want to accomplish in the long term. That’s why you’re determining how to come up with new digital marketing for nonprofits.
So, start by writing down your general goals. What do you aim to achieve? Some of your nonprofit marketing plans may include:
- Raise public awareness concerning your mission
- Fundraise some amount of money for a particular project
- Grow your audience to a specific target
Once you have your generalized goals in place, you’ll develop them into a more concrete and actionable plan.
This is a fundamental process for developing digital goals. It tends to work for most organizations. But, you should adjust them as necessary depending on the nature of your planned project.
In determining your nonprofit organization digital goals, follow the following steps:
A. Establish the gaps in your current organizational approach
Ask yourself, why do you need a makeover of your current strategies to address this particular goal?
Is there any limitation in your current nonprofit marketing that may be causing problems like underperformance or resource wastage?
Your updated digital strategy should directly address gaps like these.
B. Set achievable targets based on analysis of your significant database
It’s essential to maximize the use of your existing data. This will help you develop achievable targets for your organization’s projects.
For example, if you want to boost the revenue for your online fundraising, ensure you review your data on previous online campaigns.
Also, study the rates of past donor involvement with your marketing content. This will enable you to set ambitious and attainable present and future goals.
C. Reflect on how technology will play a part
Look at the nature of your goals. Also, check on the types of digital outlets or tech tools that you’ll need to accomplish your goals.
Take an audit of your available toolkit and the skillset of your current team. After that, think about the kinds of technology investments that you can market to donors.
D. Engage different stakeholders
It’s essential to engage the board, directors, and key staff members that’ll be directly involved in the execution of your nonprofit marketing. Also, consider asking donors for their thoughts, and ensure you impress them with your ideas.
E. Evaluate your long-term priorities
The goals for your nonprofit marketing strategy must align with the following:
- Your organization’s long-term mission-oriented goals
- Programming plans
- Actual financial targets
Most likely, your long-term priorities will influence your digital strategy’s development. But, you must ensure that there are no conflicting priorities at work.
3. Review Your Nonprofit’s Digital Brand and Online Audience
Your organization needs to create a marketing strategy for nonprofits that appeals to your online audience’s interests and behavior. It all starts with digging deeper into your existing data to find important information.
You can find existing data from platforms like:
- Your website
- Your CRM
- Google analytics
From such platforms, you can identify:
- Trends in how your existing audience interacts with your web presence
- Discover what your most successful online fundraising campaign was
- The digital marketing strategies you used to promote your nonprofit marketing successfully
- Find out what your least successful online campaign was
Your nonprofit digital marketing is a focused plan that inspires action on your donor engagement and fundraising goals.
The strategy you choose will align with your online marketing efforts. The two work together to get the most out of your nonprofit organization’s impact.
Furthermore, your main nonprofit goals, budget constraints, and the technology you choose will impact your marketing strategies for nonprofits.
One fantastic thing about your nonprofit digital strategy is that it depends on tools to generate valuable data automatically. Such tools may include social media content, email communication, and nonprofit websites.
Again, you can still refer to the same data in the future. This will help to redefine your digital strategy continually. As a result, you get to influence your target audience in meaningful ways.