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Friday Five 018: Why It’s Crucial to Make Digital Marketing a Priority
3 min to read ✭ Join us in Episode 018 of the Friday Five, as we cover how to manage your organization’s digital marketing with limited time and resources.
What is the Friday Five?
Each Friday, we will be answering your most pressing questions from our Digital Marketing for Nonprofits Facebook group. If we don’t cover a challenge that you or your nonprofit colleagues are facing, drop us a comment below or tweet us @CommunityBoost and we’ll add it to the queue.
Let’s dive in!
Nonprofit Marketing Challenges
1) Your Biggest Marketing Challenge: “Turning likes/shares into donations, getting Google Ads to work at all.” – Danielle, Texas Veterinary Medical Foundation
Our Solution: First, be real with how good your creative is. Is it good enough to move people to donate for the first time? Then think about the donor journey and analyze your frequency. How often are you top of mind? Google ads can likely work for your organization, but there are some areas to improve the actual conversion design of your site. It’s important to include clear calls to action. You can drive traffic from Google Ads, but if the design of your site isn’t strong enough, you won’t convert those visits into donations.
2) Your Biggest Marketing Challenge: “Managing digital marketing while busy with other aspects of the organization. ” – Sean, Guitars for Glory
Our Solution: Often, getting the digital front moving to the next level just takes clear accountability and a commitment to some sort of consistency. Think about how you can source more content from your fans and audience which is significant after checking out your channels. Using content from others can save you a tremendous amount of time over creating all of it yourself.
3) Your Biggest Marketing Challenge: “Shortage of digital marketing (or any, really) dollars.” – Kate, Georgia Lions Lighthouse Foundation
Our Solution: There is an opportunity to improve how you communicate your impact and why people should donate. We have to make why people invest in your cause both tangible and transparent. Before you want to invest heavily in digital, you have to feel confident that your appeal can fundraise outside of family and friends. Talk to your current donors, and ask them why do they donate? Use their responses to improve your own communications.
4) Your Biggest Marketing Challenge: “I think the biggest challenge for our org is fear of trying new strategies and at times there’s a “well, that’s the way we’ve always done it” mentality and this spills into our marketing efforts. I’d like to change that!” – Katie, Mind Body Solutions
Our Solution: This is not only a toxic mindset to have in 2019, but is also threatening to the sustainability and long-term health of a nonprofit in today’s world. You have to meet people where their attention is at. Technology is not going to slow down and doing things how we have always done them is not going to work anymore. The rewards on the digital front go to the early adopters and the ones that take that risk early. It is crucial to find new, younger audiences. And where are those younger people? Online.