The significance of digital marketing for nonprofit organizations is hard to overstate. From my experience as the vice president of global marketing operations at Scoopshot App to the current chief executive officer of Catholic Education Arizona, digital marketing has been an absolute priority. Here are some marketing strategies I picked up during this time that leaders of nonprofits can employ to increase awareness of their brand and improve the bottom line.
Geofencing has been a thing since the beginning of time. However, I’ve observed that nonprofits do not often use it. Geofencing software executes a pre-programmed action whenever a mobile device passes across a virtual border (or geofence) created around a physical place. The pre-programmed actions can be in a variety of forms. For nonprofits, it will likely be to send push notifications or specific advertisements to social media or other sites. Geofencing galas are a great way for any organization to build brand awareness.
Retargeting campaigns are excellent for contacting your primary target audience to gently remind them about your purpose by making a clear call to action. The method for doing this is easy. If someone has visited your website previously and is equipped with cookies, it will keep track of what other websites the user visits. The cookie will let your retargeting service know when ads should be displayed. This will ensure that your ads will only be seen by users who have visited your website. This technique can increase your return on investment for advertisements as only those who have already expressed enthusiasm for your brand are viewing the ads.
Based on my experience, retargeting works best with other marketing strategies that increase traffic. A more extensive ad campaign may increase interest initially, and a retargeting program could help convert the new traffic to donations or sales.
3. Responsive Web Design
Have you ever accessed an app on your phone only to see unnaturally-shaped buttons and a mess of images? Responsive web design, also known as RWD, ensures that no matter what device you use (smartphone, tablet, laptop, PC, and so on. ), the site’s design remains consistent and pleasing to the eye. This kind of design comes with various advantages like saving maintenance costs, improving the speed of your website and engagement, and increasing SEO and branding awareness.
Websites are the primary place for brands to reach their audience, and having a flexible layout is crucial.
Optimizing search engines (SEO) is an organic approach with long-lasting results, while search engine marketing (SEM) is a paid strategy providing quicker outcomes. I’ve discovered that these two methods yield the highest results when applied together. Utilizing the use of keywords on your website as well as implementing a specific advertising campaign can be extremely effective.
The goal of digital marketing should be to connect with your market segment with relevant branding messages as often as you can to encourage people to give to your charity. Combining these four strategies will allow any nonprofit to increase the brand’s visibility and improve conversion rates, improving people’s lives through the daily work that nonprofits carry out.