3 min read ✭ Join us in Episode 014 of the Friday Five, as we cover strategies to increase donation conversion.
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: “Converting digital/social presence into donations.” – Joe, Wellness in the Schools
Our Solution: Think through your digital marketing funnel. Who is the audience that follows you on social and what are the steps they go through leading up to that donation? They start out by finding your account online or on social, then convert into a subscriber or follower where they show interest in learning more about your company. At that point, you’ve earned the right to share the story behind your nonprofit. Determine what you need to share that will resonate with them and compels them ultimately to give. Put yourself in your audience’s shoes to determine what they want to hear that is both tangible and transparent. You can also run a “sprint” in which you create a theme for a brand new campaign and then bring in five of your donors to ask them what they think about it before rolling it out companywide.
2) Your Biggest Marketing Challenge: “Our museum is nestled in a diverse neighborhood and many of our posts and content end up becoming comment wars that dissolve into hate speech. ” – Christian, Buffalo Museum of Science
Our Solution: Anything over the line you can moderate and delete. However, if the dissent is in a non-hateful way, comments from a marketing perspective can actually be beneficial as they trigger the algorithms and generate more impressions. There are organizations that engage commenters, but take the high road even when the content is negative. At the end of the day trust your gut. Try to not turn off comments completely and don’t let it deter you from curating content.
3) Your Biggest Marketing Challenge: “Finding time to do all the things! For now I’d like to learn to utilize Facebook pixel and better utilize Facebook ads.” – Rachel, Tribe 12
Our Solution: You have to become a practitioner. Be committed to learning because for those that can do it well, it will become a competitive advantage. Also check out Facebook Blueprint, which is an online academy. It can be a great resource to accelerate your learning. Most importantly, you just have to dive in and be an advocate for the channel, so that your leadership team will support it. They must understand that you are using it for the brand, but also for conversion of donations.
4) Your Biggest Marketing Challenge: “Storytelling.” – Catherine, Iowa International Center
Our Solution: Storytelling is a massive part of why people give. There are a lot of frameworks out there and we have created our own Five Strategies to Become a Better Storyteller, which you can read on our Community Boost blog. Find your voice and what works for you. Every time you are pitching, whether it is to a potential donor or just to your friend, is an opportunity to test your own story. Seize every single one of these because practice makes perfect.
5) Your Biggest Marketing Challenge: “Maximizing our Google Adwords Grant.” – Grace, The Samburu Project
Our Solution: We have recently launched the beta version of our own Google Ad Grant academy. We would love some feedback. To gain access, email firstname.lastname@example.org. We can’t wait to hear your thoughts on it!
How do you generate donation conversions? What strategies are you implementing that have worked for you? Comment below or tweet us @CommunityBoost