Digital Marketing for Nonprofits: The Basics

Nonprofit marketing is a complicated project that involves a lot of different tools. You need to maintain contact with people, develop new support, and generate branded content. Without qualified help, these tasks can feel impossible to complete. Kallen Media has years of experience running digital marketing campaigns for nonprofits. And today, we want to share some of what we learned with you! So that’s why today we’re going to give you a simple overview of digital marketing for nonprofits.

So, where do you start when you want to understand the best digital marketing tools for the nonprofit sector? In the past, we have talked about nonprofit specifics like google ad grants and more. Our team thinks it’s best to break down some areas where nonprofits see the most significant ROI. We will give you a rundown on essential nonprofit marketing elements like email marketing and how to engage your regulars and generate new supporters! We will also talk about how these factors play off one another and which are best to focus on for specific campaigns. But let’s start by talking about email marketing and how it can help nonprofits.

Email Marketing

Email marketing is an excellent tool for nonprofits because it lets you engage with a broad audience. While a large number of recipients might never respond, you can spread awareness and potentially track down a smaller group of quality supporters. No matter what, an email marketing campaign will help educate some of your supporters. Simply by receiving the information relevant to your charity, you are helping spread the word! But what happens with the audience who wants to engage further?

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Well-designed email campaigns will have calls to action and click-through links that lead new supporters to relevant landing pages. If your copy is well-made, a certain percentage of people will be willing to become full-blown supporters! Because these campaigns rely on numbers, the wider you go with the project, the more successful your email advertisements will be. But the digital marketing sector of nonprofit marketing doesn’t stop there; We also have to find clever ways to grow these relationships. So how do you maintain this newfound audience interest?

Social Media

Having a good social media management plan can boost your exposure online. Everyone knows that you can build an audience with your social network, But nonprofits have a unique advantage; people care about you already! As a charity, the content you create will likely have a strong emotional impact on your audience. So what does a robust social media plan look like for the average nonprofit?

Nonprofit audiences and supporters engage heavily with posts where they can see the nonprofit team at work. Photos and videos of volunteers, testimonials, and relevant B-roll all get a boost in engagement. In our experience, these trends mean your video content is hugely successful. But at the end of the day, you’re still essentially running social media for a business. It would be best if you made sure that your social media presence is well-manicured and consistent.

Engaging Your Regular Supporters

Most of the methods above are focused on raising awareness and gaining support. But digital marketing tools can also help you strengthen your connections to active supporters. If you only want to reach your core network, an email campaign can target your dedicated base. And your social media is the best place for supporters to engage with your community. But modern digital marketing tools can make these groups easier to identify and improve communication! SEO tools show a measure of the successes and failures of a digital marketing push. But what exactly can SEO analytics do for a nonprofit?

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Advertisers use SEO tools to identify trends in your users and give you data about actual customers. In the nonprofit sector, these tools can help you ensure you achieve goals efficiently. If your web designer implements some simple SEO monitoring tools, you can start learning more about where your strengths are. Tools like keyword wizards and cookie-enabled landing pages allow websites to collect data like a focus group. And once you have that information, you can plan future projects around what’s working for you. Similarly, this data can help you understand what content is more effective with your supporters. Understanding why someone became a supporter and what they are engaging with can help you create stronger connections.