Non-Profit Marketing: How to Win Supporters and Donors Online
A special guest post by Michael Akinlaby to help nonprofits, NGOs and Social Enterprises utilize the power of content marketing to win supporters and donors online.
Many organizations are not using the web enough to promote their nonprofits.
The web has created lots of opportunities in various industries in the last decades.
It’s sad to say that the nonprofit industry hasn’t benefited so much from the adoption of the web.
And here’s the reason:
The charity sector lacks enough marketers who specialize in nonprofit marketing.
If you’re planning to volunteer to help or work for a nonprofit organization as a digital marketer, this article will help you get started.
Start telling stories through content marketing
Nonprofits are still way behind when it comes to implementing content marketing as a way of getting the attention of potential supporters and donors.
Most charity organizations rely heavily on print than the internet.
We’ve been witnessing the slow death of print over the past few years.
Just last year, we saw The Independent became the first national newspaper to close and focus on digital-only publishing.
In fact, research showed that some 198 UK local newspapers have closed since 2005.
Newspapers are the most commonly used channel for nonprofits.
Digital has changed everything.
Nonprofits need to rethink how they create awareness for their cause.
There’s only one way forward:
Content marketing.
With content marketing, instead of charities posting their adverts on newspapers, they have to become publishers themselves.
They have to own their platforms where people learn about their cause and support them.
A nonprofit should set up a website and a blog that drives people from search engines and social media.
For example, the National Alliance on Mental Illness Organization has a blog and they update it on a regular basis.
Publishing blog posts that educate victims, supporters and donors will help drive awareness for the organization.
NAMI created another blog post that originates from a discussion their fans had in their Facebook community.
The post was titled “What Does It Mean to Have a Mental Illness?”
These are all content.
Instead of using a newspaper to get their story out there in the world, NAMI has become its own publisher.
Every nonprofit should start a blog where they publish their own stories.
Build a presence on social media
Your nonprofit should also build a solid presence on social media to extend its reach.
Updates about causes spread very fast on social media because people want to help those in need. They want to be part of something special.
The average Facebook user has 338 friends.
Just imagine you can get 100 people to like your message on Facebook, your charity could be exposed to over 30,000 people on the biggest social media site.
Eighty-one percent of the United States population has a social media profile in 2017, according to Statista.
And this is expected to grow in the coming years.
The National Alliance on Mental Illness (NAMI) organization has an active social media page.
They use the page to raise donations, awareness for mental illness and relevant event and spark a discussion among their fans.
Here’s one of their recent post on their Facebook page raising awareness for the World Mental Health Day.
HeadUpGuys is another organization that is using Facebook to build a community for its cause. They have more than 18,000 followers on Facebook.
They even ask for donations on their Facebook page.
Community building is everything online.
If you can get people talking about your organization, they’ll do the marketing for you.
Get a responsive design for your nonprofit website
A website with a responsive web design is suitable for all screen sizes.
A good responsive web design will help visitors navigate your site no matter the kind of device they are using.
For example, the Live Strong, an organization that helps cancer patients has a website that adjusts itself to any screen size.
Make sure your organization’s website is usable across all types of devices.
Conclusion
You’ll help nonprofit organizations excel through digital marketing if you apply the tips reveal in this post.
Also, if you own or have a business, you can use it to help nonprofits.
For example, Elville and Associates, a special planning and elder law firm in Maryland raise money for charities through their business.
You can use your company to make the world a better place.
Please let’s help more nonprofits succeed.
Thank you for reading.
Michael Akinlaby is an SEO consultant and freelance writer. He writes about digital marketing on RankRain.
FAQ
What are some effective strategies for winning supporters and donors online?
Effective strategies for winning supporters and donors online include creating compelling storytelling content, engaging with your audience on social media, leveraging email marketing campaigns, providing multiple donation options, and showcasing the impact of donations through testimonials and success stories.
How can storytelling be used to engage and win supporters and donors online?
Storytelling can be used to engage and win supporters and donors online by sharing personal anecdotes, highlighting the mission and impact of your organization, and creating emotional connections with your audience. Compelling narratives can inspire empathy and motivate individuals to support your cause.
What role does social media play in winning supporters and donors online?
Social media plays a crucial role in winning supporters and donors online by providing platforms to connect with a wider audience, share impactful content, cultivate relationships, and amplify your organization’s message. Engaging regularly with followers and leveraging social media advertising can help reach new potential donors.
How can email marketing campaigns be utilized to win supporters and donors online?
Email marketing campaigns can be utilized to win supporters and donors online by delivering personalized messages, sharing updates and success stories, and providing opportunities for direct engagement and donations. Segmenting email lists and crafting compelling subject lines can increase open rates and conversions.
What are some effective donation options to offer online supporters and donors?
Effective donation options to offer online supporters and donors include one-time donations, recurring donations, matching gift campaigns, crowdfunding campaigns, and peer-to-peer fundraising initiatives. Providing multiple donation channels and payment methods can cater to diverse donor preferences.
How can organizations showcase the impact of donations to win supporters and donors online?
Organizations can showcase the impact of donations to win supporters and donors online by sharing success stories, testimonials, and progress updates through blog posts, videos, and social media posts. Transparent reporting and accountability demonstrate how donations contribute to tangible outcomes and social impact.
What are some best practices for engaging with online supporters and donors?
Best practices for engaging with online supporters and donors include responding promptly to inquiries and feedback, expressing gratitude for contributions, providing regular updates on initiatives and progress, and offering opportunities for involvement and participation in fundraising events or campaigns.
How can organizations leverage online fundraising platforms to win supporters and donors?
Organizations can leverage online fundraising platforms to win supporters and donors by creating customized donation pages, leveraging peer-to-peer fundraising features, and utilizing built-in marketing and analytics tools. Integrating these platforms with social media and email marketing campaigns can amplify fundraising efforts.
What role do testimonials and success stories play in winning supporters and donors online?
Testimonials and success stories play a crucial role in winning supporters and donors online by providing social proof and building trust with potential donors. Real-life accounts of how donations have made a difference can inspire confidence and encourage others to contribute to your cause.
How can organizations measure the effectiveness of their online fundraising efforts in winning supporters and donors?
Organizations can measure the effectiveness of their online fundraising efforts in winning supporters and donors by tracking key performance indicators (KPIs) such as donation conversion rates, website traffic, email open and click-through rates, social media engagement metrics, and overall fundraising goals.
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