As nonprofit organizations leaders, we are charged with the not-so-simple responsibilities of changing the world, we are always constrained by limited resources, a finite number of hours in a day, tight budgets, and what seems to be an infinite number of tasks to be completed.
Faced with these challenges, efficiency is always the name of the game.
However, resource-rich experts in the for-profit businesses have been conducting and aggregating studies on what works best in the digital marketing. Luckily, the psychology behind choosing to make a donation and buy a product isn’t that different.
Here are eight important steps you need to get started in the process of creating a digital marketing plan for a nonprofit.
1. Audit Your Current Online Marketing Strategies And Set Targets
It’s important to audit your current marketing strategies to define your campaign objectives. Answer the following questions;
- How many doors do you require in your database?
- Where are most of your donations coming from?
- What do you intend to achieve online? Keep your existing donors engaged or attract new ones?
To set up a successful online marketing campaign, it’s wise to align your marketing goals to the nonprofit growth objectives.
2. Define Your Primary Audience Segments
The second step is to understand your major audience segments. This is simply ‘bucket’ of your target donors. For instance, your audience could be people who are willing to donate, first-time donors, corporate donors, influencers, and more.
These varied donor segments should receive customized messages. After all, you are trying to convince them to do different things. Thus, it makes a lot of sense to segment your donors into buckets.
3. Create Great Content For The Donor Lifecycle
Once you have identified your target audience, you should figure out the segment that ties to your goals. Identify the hesitations, questions, and motivations that trigger a specific segment and turn them into high-quality content.
Even if you think you know your donors perfectly, there is always something new to learn. Therefore, all stakeholders, conduct surveys and analyze their historic involvement. Thus, it’s important to figure out what mobilizes a particular audience segment.
Your content should cover the following important stages.
Create content that educates your target audience on the organization’s primary goal. Focus on helping them understand your cause and its importance. Such content is a great tool to attract new donors.
Produce content that educates your audience about your nonprofit, its mission, members, and impact. For instance, you can create case studies demonstrating how your organization has impacted people.
Share content that can help your audience decide where, when, and how much they can donate.
Always ensure that the content you share with your audience is high-quality and informative; it’s your biggest converter.
4. Figure Out Your Demand Generation Strategy
Even top-notch content can’t sell itself. Thus, you need to create an outstanding demand generation campaign to spread the word. Consider getting set up a Google AdWords account.
Nonprofit organizations may even qualify for a $10,000 Google AdWords grant or even more. Identify the right keywords around your content. Use UbberSuggest to identify top keywords targets. Pair these key phrases closely with your content.
Create your specific AdWords audience. It’s wise to refer to your audience segment target and depending on your objectives; you may consider creating a similar audience or a new one.
5. Create A Great Landing Page
Once you create your demand generation campaign, it’s time to figure out where you should send your traffic. And that shouldn’t be your site’s homepage.
If your main target is new donors, you require a lead capture page that can grab their contact details. Thus, consider gating your content offer on a high-quality landing page, with form fields that can help you collect the information you need. These form fields include ‘Name’ and ‘email address.’
Note that these forms should be brief and precise. They shouldn’t be targeted towards collecting personal information that someone may feel difficult to share.
6. Create A Highly Effective Organic Traffic Strategy
It’s important to research and set up a great organic search presence. While paid traffic is a huge quick win, it’s advisable to invest in organic search traffic with long-term goals in mind. You can also achieve your organic traffic targets by regular blogging.
Consider creating top-quality content on topics related to your nonprofit’s cause. You should also produce and share informative content that readers find valuable and this way, you will continue to attract and maintain new site visitors.
Repurposing content (like individual product reviews) into long informative blog posts can also help you attract more site visitors. Always remember the keywords you would like your website to rank for and use those key phrases as the basis for your content topics.
Most importantly, make sure that your posts have a call to action. You can use text links, images, or even buttons as CTAs. They should link directly to your landing page or your site’s newsletter subscription. This way, you will make your website a great lead generation tool.
You can also ramp up your nonprofit’s social media profiles to earn organic social media traffic. Thus, you should post links to your blog content and on your landing pages. Note that you can attract great traffic from social media by posting content accompanied by relevant photos and graphics.
7. Set Up An Email Marketing Drip Campaign
Converting your blog users into leads isn’t your final step; you need a system that can convert those leads into great donors and where possible, repeat donors. This is where an effective email marketing strategy comes in.
According to experts, you should use email marketing in your nonprofit organization marketing plan. However, you should be concerned about the effectiveness of your email marketing strategy. Will you be sending one-off emails monthly or you will be sending a couple of emails?
It’s important to create drip campaigns that you send to your preferred audience segments. For instance, you can create a 3-part email marketing campaign to reach your target first-time donors. You can onboard them using a welcome email, heart-warming content and stories, and use CTAs to make them recurring donors.
Segmented drip campaigns can help you get more data as compared to sending one-off and probably random emails to your prospects. Besides, you can analyze open email rates, clicks, and even CTA conversions rates with time. This information can help you make the right adjustments to your email marketing strategy for better results.
8. Always Analyze And Scale
Lastly, an effective nonprofit marketing plan relies on data to enhance itself. Therefore, it’s advisable to monitor metrics across all the marketing campaigns you set up such as organic traffic from social media and your blog, Google AdWords, lead conversions, and more.
Monitoring the efficiency of your marketing campaigns makes it possible for you to fine-tune them overtime. That means you can determine whether you are scaling the right channels that can bring the highest level of growth to your nonprofit organization.
The eight-step nonprofit digital marketing plan discussed in this write-up covers the skeleton of an effective marketing strategy. Thus, you can dig deeper with SEO, online technology, paid social media, and marketing automation. Implementing this plan will offer you the right framework to attract, engage and convert your site users to recurring donors.
Catherine Park is a connector with Caffeinated who help businesses find their audience online. She loves working in the ever-changing world of digital and is fascinated by the role content plays in today’s marketing.