Nonprofit organizations are not in the business to make money. Rather, it is about collecting donations and dispersing them to deserving causes. They must do all they can to keep their operational expenses down.
The digital platform provides a fantastic opportunity for them to do this. They don’t have to spend thousands of dollars on analog advertising. They can use the platforms to showcase their work without any limitations.
Our article will explore 8 ways digital marketing can help nonprofit organizations.
Digital Marketing for Nonprofit Organizations; Why They Need It?
The digital space is cost-effective and very efficient. Nonprofits have an opportunity to reach a broad audience base. They can share messaging without taking a huge chunk of money from their donations.
With the internet, the organization receives tons of functionality. It is a point for communicating with potential donors. They can also showcase their work to the audience.
It provides transparency which gets more people to support them. Let’s dive into the advantages of digital marketing for nonprofit organizations.
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1. An opportunity to showcase the organization’s work
Nonprofit organizations can use the digital platform to showcase their work. The organization needs to invest in a good website design. Using a nonprofit website builder can be a very good first step.
Such companies know what to include on the website. It is vital for better engagement with the audiences. They focus on providing a good user experience on the platform.
They can also help with the best search engine optimization (SEO) techniques. Nonprofits like e-commerce companies need visibility on search engines. It provides a way to create awareness of what they’re doing. Visibility will increase their chances of attracting more donors to come on board.
The web designer will ensure fast loading pages. They can also advise on relevant content using specific keywords. It makes it easy for the search crawlers to find the nonprofit organization.
2. Digital marketing is cost-effective
With analog marketing, the company with the deepest pockets gets the greatest visibility. They can fight for peak placement to ensure that the right people see them. Nonprofit organizations do not have the option of such spending.
Donors may not be understanding about advertising over helping people. The digital marketer must be strategic about how they use the money that is available to them. We do not negate that analog marketing is important. But it helps to be realistic about the cost factor.
Digital marketing is cost-effective while very efficient. There are so many ways to build brand visibility without spending a lot of money. Content generation, for example, can help position them as experts within the industry.
Link building is another fantastic way to get visibility. The company looks for opportunities for placement on authority websites. Social media is also critical. All the nonprofit needs to do is to create accounts.
3. No limitation on marketing opportunities
Analog marketing has a significant limitation with regards to placement opportunities. The choice only goes as far as the options available. There are only so many media houses the nonprofit can use.
The same does not apply to the digital space. The potential is limitless, giving marketers so many opportunities. The nonprofit can use the website and social media platforms. They also have the opportunity to showcase their work on donor platforms.
The choice of marketing tactics is plentiful. Blog posts, case studies, white papers, videos, and webinars are some of them. The company can drive engagement with the right types of interactive presentations.
With the right plugins and extensions, a company can make it easier for people to donate. Some plugins, for example, allow donors to manage their accounts. They also get clear reports on where the money is going. It helps with transparency and trust-building among the different stakeholders.
4. It allows the organization to adapt to changing audience behavior
Before the explosion of the internet, research was challenging. If someone wanted information about the nonprofit, they had few options. The first would be to call or visit the nonprofit.
The second would be to look for information in places like the public library or media houses. The third would be to seek out individuals who may know about the organization.
If you lived in those days, you can understand how challenging the whole process would be. But now, modern audiences have all the information at their fingertips.
Looking for information is as simple as typing in a query on the search engines. This is the main reason why nonprofits must have a robust digital presence. Without one, the organization may appear less credible.
Donors may find it difficult to give money to such organizations. Digital marketers must ensure a seamless experience on mobile devices.
More and more people are using their phones or smart devices to browse the Internet. They get quick access to information any time they need it.
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5. It provides 24/7 convenience to stakeholders
The digital space has opened nonprofit organizations to the world. The organization could be in the US, but the stakeholders could be anywhere in the world. The nonprofit must have open lines of communication 24/7.
In the digital world, there is nothing like office closing hours. Stakeholders can get access to information anytime they need it. They can also donate at any time. All the organization needs are the right software. Technology also has a significant role to play. Installing chatbots is a good example. Such automation eliminates the need for full-time staff to handle the telephone lines.
Stakeholders get timely feedback on any queries they may have. It also allows for a level of personalization in communication. The result is a fantastic user experience for everyone.
6. Opportunity for real-time interactions
Websites and social media platforms have one thing going for them. They provide an opportunity for real-time engagement. People will comment, share, like, and retweet what the nonprofit posts.
The organization must keep up with such feedback. It can be a daunting task, especially if the organization has many accounts.
Hiring full-time staff can be costly. But investing in technology like AI chatbots is a game-changer. Such use machine learning, artificial intelligence, and natural language processing. The chatbots get almost human-like capabilities. It makes them fantastic for customer engagement on digital platforms.
The result is stakeholders feel like the nonprofit cares about them. It also provides a fantastic way to collect invaluable data. Such data create the basis for decision-making. By personalizing messages, the nonprofit has the opportunity to collect leads. They can then use personalized targeting that can lead to future donations.
7. Opportunity to network with stakeholders
Networking is critical for nonprofit organizations. Such opportunities present themselves during seminars, workshops, and other events. But the stakeholders may be from all over the world. It would be impossible to meet them all in person. Digital space has made physical travel unnecessary.
Social networking presents an avenue to communicate with stakeholders. The nonprofit must be active and engaging within such. The marketer must generate relevant content and share them in groups.
The cost-saving potential is enormous. Consider how much it is to host a face-to-face event. You have to pay for the venue, food, and drinks. You must also part with some money for collateral. Printing brochures, flyers, and branding are expensive. Using digital, you create and send everything online.
With internet connectivity, you can hold workshops, seminars, and so much more. Post-follow-up communication is easy. You can upload the content on the platform you’re using. With a proper contact list, sending emails is as simple as a mouse click.
8. Digital marketers can measure the success of their campaigns
Like e-commerce platforms, nonprofits marketers need to know whether their campaigns are working. An increase in donations could be a good indicator that you are reaching the right audiences. Yet, it could be due to reasons outside of the marketing team’s efforts.
Measuring performance is critical for anyone operating on the online platform. You also get benchmarks against which to measure future activities. There are tons of tools available in the online space to help with analytics.
Google Analytics, for example, can let you know how your new website is performing. You get to see the number of people who visit the website. It also lets you know how long they stay and which content they interact with the most.
Further, you can get insights into your audience and even where they are coming from. With such information, the marketer can make relevant changes to their campaigns.
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We have looked at 8 advantages of digital marketing to nonprofit organizations. The organization must invest in hiring the right web design company for their website. It is the place to Showcase work, request for, and collect donations.
Stakeholders can get access to reports resulting in greater transparency for the nonprofit. Social media marketing is also a powerful tool. The nonprofit gets access to a broad audience base.
It can result in greater awareness for them. Finally, digital marketing is cost-effective. It will not take a massive chunk out of the marketing budget.
This article is written by Daniel Martin. Dan has hands-on experience in digital marketing since 2007. He has been building teams and coaching others to foster innovation and solve real-time problems. Dan also enjoys photography and traveling. Follow him: LinkedIn | Twitter | Facebook.