How to Improve Your Nonprofit Digital Marketing Strategy in 2022

Druscilla Nakanwagi

October 5, 2022

Introduction

For your nonprofit organization to stay relevant, you need to evolve. It might reach a time when you must change your marketing strategies. One of those times is creating a digital strategy for your nonprofit.

It takes a lot of time to develop a tremendous nonprofit digital strategy. It also tends to be costly. Most nonprofit organizations bail on the first trial. Hence, convincing a nonprofit organization to create a digital strategy is complex.

But your nonprofit needs this. You need to tailor your mission and core values to your goals. Your nonprofit digital marketing strategy can elevate your brand. In turn, your online audience will grow. But, it would be best if you worked with a good agency. 

So, what exactly is a nonprofit digital marketing strategy? And what does it entail? Don’t worry. I will explain everything to you in detail. I will also include a solution you can use for your nonprofit digital marketing strategy.

Let’s dive in!

What Is Nonprofit Digital Marketing?

You first need to understand what digital marketing is. Digital marketing includes all online campaigns, interactions, and platforms. Hence, nonprofit digital marketing exposes and promotes your nonprofit brand online.

Here are examples of nonprofit digital marketing tools:

– Social media profiles

– Websites

– Online donation software

– Email marketing software

– Text messaging automation software

Creating a nonprofit digital strategy is challenging. You need to consider the nonprofit’s mission. It would be best if you tailored your strategy to fit the mission. You also need to include the organization’s core values. Depending on the organization, tailor this to fit the mission. 

Consider the voice you are trying to achieve with your digital strategy. Some nonprofits feel better with a playful or casual voice. Others might need a warm voice to connect with their audience. On some occasions, you might need to use a formal voice. 

Depending on the brand’s voice, you need to tailor everything in your digital strategy. Take an example—a health-related nonprofit organization benefits from showing knowledge and hard work. 

Hence, it would be best if you worked with the organization’s team. Develop a voice that fits the organization’s mission and values.

How to Improve Your Nonprofit Digital Marketing Strategy

The digital world evolves daily. Hence your nonprofit digital strategy should also evolve. It has to adapt to new changes in marketing strategies. But remember, you need data from your previous marketing strategies. 

You can use this data to elevate your digital strategy. You have everything you need to assess what worked and what didn’t. You can change some of those strategies or form new ones. Whatever you decide, create a plan for your future goals.

1. Adjust Your Goals to Suit Your Data

You need to set a goal you want to accomplish with your nonprofit digital strategy. The goal should be measurable, specific, relevant, attainable, and time conscious. You only need to assess the past data and create such a goal.

You can use this process to set your nonprofit digital marketing goals:

Make Use of Your CRM

Your nonprofit organization most likely stores data on its CRM. Also, the CRM might have features dedicated to the nonprofit’s marketing. Such features include compatibility with your nonprofit CMS.

Don’t worry if you don’t have a reliable nonprofit CMS. You can create a nonprofit CMS and use the reports to create your goals. SadjaWebSolutions offers one of the best nonprofit CMS. You then use your nonprofit CMS data in your CRM.

You can match your goals to the CRM  data to see how you match up to them. The reports also provide what is working or not. Hence, you can modify your goals to suit the nonprofit’s marketing goals.

Analyze Your Data for Changes

Your team should identify trends with your CRM data. This data can be applied to your nonprofit digital goals. Make sure you take note of any critical changes.

Some significant changes include changes in campaigns like engagement and donor data.

For example, your email marketing strategies might have poor CTR. This means you need to change your approach to email marketing for more CTRs.

Maintain Good Data Hygiene

Your data is only valid when your team can understand it. You need to make sure all your data is maintained correctly. Make sure it is completed, relevant, and up-to-date. Ensure the data you are collecting is also secure.

Doing so will not tailor your digital goals with inaccurate data. Inaccurate data can lead to poor results. Hence, your nonprofit digital marketing strategy may fail.

Analyze Your Audience

To make the most of your nonprofit’s digital strategy, you need to get to know your audience.

Begin by analyzing previous statistics. You will understand how your current audience interacts with your organization. Analyze your website, CRM, and email marketing data. 

This may provide insights into your online audience. You also get to know the material they respond to the best. 

The same data may be used to develop your personas. Personas are detailed profiles of the people who your organization will serve. 

Your organization will use more than one online persona. The personas account for the many categories of people supporting your nonprofit. Adapt your digital content to communicate to them.

Identify Any Constraints

You must check your limits when you build your digital nonprofit strategy. Your limits will help you define better goals that align with the nonprofit mission. It’s appealing to believe that the sky’s the limit, but you might end up putting your plan up for failure.

These may not all apply to you, but here are some limits to be aware of:

1. Budgets for money. 

2. Technology

3. Personnel and labor

Equip Your Team on Nonprofit Digital Marketing Tools Required

Your nonprofit digital strategy will need you to invest in new tools or digital platforms. Before entering the purchasing process, you’ll need to take a systematic approach. You have to assess all your needs and research the best solutions.

For example, your IT team might need various resources. Have a sit down with them and determine what they need. Then create a plan and a budget and purchase everything they need.

2. Determine Growth Opportunities

You need to adjust your goals to the reviewed data. Also, check any measures you can take to improve your nonprofit digital strategy. This will help you find new growth opportunities.

To find new growth opportunities, you need to:

Enhance Accessibility

You can use accessibility best practices can help you get more online supporters. Hence, your online designs should be accessible to everyone. 

One way of doing this is by making your website accessible. Do this by changing the alt text in pictures, captions, and video transcripts. This helps people who use screen readers to understand more about your project. In turn, you get to grow your online audience.

Increase the Number of Platforms

It would be best if you considered having your nonprofit on different platforms. You cannot focus all your marketing efforts on one or two channels.  

You can create your nonprofit channels on all social media platforms. But first, you should be aware of what each platform has to offer. Then tailor this into your content and grow your audience.

Develop Your Visual Branding

The visual appeal of your marketing materials defines your brand. Your visual brand can attract or turn away supporters. All your marketing materials should reflect your brand. Also, stick to the same brand guidelines. 

Looking for Branding Services?

If you have any challenges, consider hiring a graphic designer. Graphic designers can check and improve your visual identity. In turn, your nonprofit attracts new supporters.

Take Advantage of SEO

SEO improves your ranking on search engine results pages. You will most likely get more organic traffic to your website if you improve your SEO. 

Additionally, your organization may apply for the Google Ad Grant for Nonprofits. These grants offer your nonprofit a set amount of funding to start paid ad campaigns.

Focus On Your Mission

Your mission should be at the heart of your marketing materials if it isn’t already. For example, provide a link to your mission statement page. You can do this on your online banners or social media bio.

Experiment With Text

Text marketing may be an essential component of your online giving strategy. Links provided as text messages accounted for 49% of all mobile charities. Most people spend their time on their phones. Hence, you can easily target them with custom texts. 

3. Develop Content Strategies

You can create your digital marketing content plan. You don’t have to only focus on changing your software and platforms. 

You also need great content to engage with your audience. You may improve your content and offers by doing the following:

Add Calls to Action Within Your Material

You need to place your call to action evenly in your content. It has to look as natural as possible. Your CTA should also appeal to your audience. This will make them click on them more. Hence, you get more CTRs on your content. 

Cross-Promote Your Content Offers on Your Platforms

Blog entries may promote ongoing campaigns by addressing a relevant topic. You can also provide a link to your contribution website or campaign information page. This encourages people to visit your site immediately after learning about your cause.

Be Inventive With Social Media

Most NGOs currently use social media to reach out to new supporters. Consider how your organization may be creative with using and engaging with supporters. You can target a rising Gen Z audience. Then differentiate your nonprofit from the competition on the platforms. 

For example, choose a nonprofit influencer and a topic you want to discuss. Then interview the nonprofit influencer about a topic. Ensure that the topic is relevant to your campaign. At the end of the interview, ask your audience to give to the cause. 

You can also ask your nonprofit influencer to promote the event to their network. This draws in new audiences that could be interested in your cause.

Finally, ensure your donors back you up. They believe in your purpose and campaign goals. Ensure you add these concepts to all your marketing materials.

4. Correctly Measure Your Success

You need to analyze your data. Use correct processes to collect accurate analysis data. You can make use of your nonprofit’s CRM tools. They provide good statistics on metrics like: 

– CTR

– Total donations

– Membership signups

Your team can also come in handy. You can ask for opinions from:

– Employees

– Contributors

– Volunteers

– Board members

Let them decide on the strategies that worked best for them.

Furthermore, you can include a poll on your contribution page. Ask contributors how they found the campaign. You can then define which marketing strategies were the most helpful. Also, take note of the least effective ones to determine your future approach.

Your nonprofit’s digital marketing plan is essential. Find new methods to improve it. It would help if you had this for your long-term growth and success.   

– Analyze your current processes

– Create a target with a defined deadline 

– Measure your success

Conclusion

Your nonprofit digital marketing strategy will improve your audience. You have to stay updated on everything that is changing. This means developing a flexible nonprofit digital marketing strategy.

You need to set a goal you want to accomplish with your nonprofit digital strategy. The goal should be measurable, specific, relevant, attainable, and time conscious. You only need to assess the past data and create such a goal.

It will help if you use an agency with vast knowledge of nonprofit digital marketing. The agency should guide you on the best solutions. This way, you can create a long-term digital strategy. 

SadjaWebSolutions can help you build a nonprofit digital marketing strategy. Different nonprofits have different needs and purposes. Thus, you need to use the best services to tell their story. Capture every detail of the nonprofit to grow its online audience.

I hope this guide has helped you with some tips for making your nonprofit digital strategy. I also hope you can create an effective nonprofit digital marketing strategy.

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