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Friday Five 022: Proving the Importance of Digital Marketing
3 min to read ✭ Join us in Episode 022 of the Friday Five, as we cover how you can prove the importance of digital marketing today and key tips to maximizing your Google Ad Grant.
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: “Having enough high-quality content (photos, graphics) to share and budget.” – Lindsey, Back on My Feet Austin
Our Solution: Your social is hopeful which can be extra challenging at times when combating homelessness. Lean more towards increased consistency and volume, and focus less on high quality or perfection. Don’t hesitate to repurpose in today’s world as well. Content that isn’t tied to a specific date can be posted again, saving you time. Continue to share stories that have a story arc and build on each other.
2) Your Biggest Marketing Challenge: “Maximizing our Google Ad Grant. ” – Grace, The Samburu Project
Our Solution: To get the most out of the grant, it’s crucial to become a true practitioner. Designate someone on your team to continuously be working on it because it is not something you can just set and forget about. If you don’t have the time or staff to do this, there’s also the option to hire someone to manage your grant for you. Reach out to us here at Community Boost for a free audit where we will dive into how your nonprofit is using the grant and jump-start your strategy. We’ve also just launched our Google Ad Grant Academy Beta, which we would be happy to give you access to. This could also be a very advantageous resource for you.
3) Your Biggest Marketing Challenge: “Today, it’s mostly internal. Our development and marketing teams have not collaborated very thoroughly historically. So we haven’t really built out the capacity for our org take digital marketing seriously for acquisition.” – Hattie, Mid-Ohio Foodbank
Our Solution: Bridging the gap between marketing and development can be tough for most organizations. Measuring the ROI of marketing compared to development can also be challenging. We would recommend starting to really prewire leadership on why digital marketing is so important. If you aren’t working to build your digital marketing expertise today, then your nonprofit will really struggle in the future. Those who are implementing digital strategy now and learning are priming their companies for future success. As the years go by, it will become more and more important to be able to successfully market to Millennials and the younger generations in order to maintain a large donor base. Give them the data to show just how many people are using these digital platforms everyday, so they can really get an idea of the impact that digital marketing can have.
4) Your Biggest Marketing Challenge: – “A majority aging/retired population that use less and less technology to stay up to speed on what is happening.” Pam, The Literacy Center
Our Solution: We hear this a lot, but the data doesn’t lie and it is telling us that the aging population is on Facebook. It is then your job to target and connect with them. Ask them where they are spending their time and what devices they are using. Once you figure that out and produce content that is relevant for them, you’ll be able to gain momentum for the long term.