Digital Marketing Best Practices
Best Practices 2024
In the ever-evolving digital landscape, nonprofit organizations face the challenge of staying relevant and effective in their mission-driven efforts. Teal Media recognizes the importance of adapting to change, and has developed this general guide to digital marketing best practices to inspire action and enable progress for nonprofits, the communities they serve, and the movements they fuel.
In this guide, we’ll explore a set of digital marketing strategies tailored to help nonprofit organizations stay ahead in 2024 and beyond.
Marketing Campaigns
Multichannel Digital Strategies are Important for Nonprofits: integrated digital campaigns enable organizations to connect with target audiences wherever they are. Leveraging various channels (like websites, email, mobile, social media, and more) remains effective for nonprofits. Here are some interesting statistics to know as you think about building your multi-channel marketing strategy:
- The average American spends over 2.5 hours daily on social media (Source)
- 54% of global website views are from mobile devices (Source)
- 97% of adults in America own a mobile device (Source)
- 54.8% of donors prefer going online to make a donation (Source)
- People receive 121 emails per day on average (Source)
- 76% of people trust direct mail (Source)
- 55% of donors regularly attend fundraising events (Source)
- Text-based fundraising has grown 205% over the last year (Source)
It takes 20x Touchpoints to Reach Your Customer: Touch points are interactions between organizations and customers that occur during the customer’s journey. Most marketing analytics suggest that it can take up to 20 touchpoints to reach a customer for the first time. According to a study by InfoTrends, marketing campaigns that used direct mail and one or more digital media experienced 118% lift in response rate compared to those using only direct mail.
Strategic Storytelling through Content Marketing
Storytelling: craft compelling and authentic stories that resonate with your audience, focusing on the impact of your nonprofit’s work.
Content Formats: utilize various content formats such as blog posts, videos, infographics, and podcasts to cater to diverse audience preferences.
Content Calendars: maintain a consistent content calendar to ensure a steady flow of engaging and relevant material.
Harnessing the Power of Video: invest in video content to convey emotional and impactful stories. Utilize live streaming for real-time engagement during events, fundraisers, or behind-the-scenes moments. Optimize videos for various platforms, ensuring they are accessible and shareable.
Event Content Repurposing: virtual events, webinars, or online conferences can help organizations connect with a broad audience. Repurposing any online or in-person event content can further help to showcase your nonprofit’s impact and foster community engagement.
Email Marketing
List Segmentation: segment your email lists to deliver personalized messages to different donor/audience segments. Through segmentation, you can deliver opportunities that align with the specific interests of different groups based on their past history.
Automation: implement automation for welcome series, donation thank-you’s, and event reminders to streamline communication.
Email Campaigns: craft compelling email campaigns that tell your nonprofit’s story and drive action, whether it be for fundraising, volunteering, or for brand awareness.
Social Media Marketing
Community Engagement: foster community engagement by encouraging user-generated content, conducting polls, and sharing behind-the-scenes content.
Influencer Collaborations for Amplified Reach: identify influencers or ambassadors who align with your nonprofit’s mission. Collaborate with them to reach new audiences and build credibility. Leverage influencer partnerships for campaigns, events, or awareness initiatives.
Paid Media Marketing
Paid Social Advertising: utilize paid advertising strategically on platforms such as Facebook, Instagram, Twitter, and LinkedIn to extend your nonprofit’s reach.
Amplify Your Mission through Google Ad Grants: leverage Google Ad Grants to enhance your online visibility and garner increased support for your cause. Search ads (such as Google Ads) offer nonprofits the highest return on investment (ROI) averaging $4.78. Once approved, you’ll receive $10,000 in free funding every month to spend on paid ads. With Google Ads you can access the vast audience that engages with Google daily and select keywords that specifically reach donors prepared to give to your cause.
Retargeting/remarketing: retargeting is when you serve targeted display ads to consumers who have left your website without taking any action (like subscribing or donating). It’s a cost-effective advertising approach that can enhance conversion rates and return on investment (ROI). Visitors who experience retargeting are 70% more likely to convert, and 26% of customers revisit a site through this retargeting strategy.
Understanding “Handraisers”: to identify and attract leads, many nonprofit marketers aim for a specific kind of interaction known as a “hand raiser.” Simply put, a “hand raiser” is someone who has shown interest in working with you by sharing their contact information.
Optimizing for Search Engines (SEO)
Keyword Research: conduct thorough keyword research to understand what your audience is searching for.
Website Content: optimize website content, meta tags, and images to improve organic search visibility.
Content Quality: regularly update and create high-quality, shareable content to enhance your nonprofit’s online presence.
Optimizing for Mobile Accessibility:
Mobile Friendliness: Ensure your website and digital content are mobile-friendly to accommodate users on various devices.
Data-Driven Decision Making
Analytics: Implement robust analytics tools to track and measure key performance indicators (KPIs).
Analysis and Reporting: regularly analyze data to identify successful strategies and areas for improvement. Use insights to refine and optimize digital marketing campaigns.