Reaching people who align with your nonprofit’s message is key to being able to carry out your mission. Doing that can be easier said than done, but thankfully nonprofits have a range of tools at their disposal. Meeting your organization’s needs in this area can take many forms, but one of the easiest and most effective of these forms is digital marketing. If you aren’t tech-savvy, no worries – we’ve got you covered. Let’s explore the fundamentals of digital marketing for nonprofits so you can reach supporters near and far.
What is digital marketing for nonprofits?
According to Fifty & Fifty, digital marketing for nonprofits is the use of online channels to spread your nonprofit’s mission and attract supporters to your cause.
Why is digital marketing important?
Digital marketing allows you to spread the word about your mission past the bounds of your local community. It lets you reach like-minded people and potential supporters who may not have otherwise found your nonprofit. The ability to raise awareness online for your cause means that you can tap into networks of people who might be able to support you in a multitude of ways, such as volunteering, donating, and advocating for your cause. Beyond individual donors, digital marketing can also connect you with purpose-driven partners in the for-profit sector who are eager to engage in CSR partnerships.
How is digital marketing for nonprofits unique?
Unlike for-profit brands, digital branding for nonprofits should be centered around your mission and helping your beneficiaries. Your goal is to help viewers understand why your mission is important so that they want to get involved with your organization, so make sure to focus the attention on your beneficiaries instead of your staff or board members. After gaining their permission, be sure to feature photos and stories from your beneficiaries.
What are the components of digital marketing?
Digital marketing can be broken into the following components:
Getting viewers to pause and take in information can be challenging when the online world is so cluttered. You want people to stop long enough to take in the information your materials are conveying. That’s why including visually attractive and streamlined brand elements in your digital marketing is essential. Also, having a consistent aesthetic across all of your materials will boost brand awareness in your community. Use the same colors and fonts on all of your materials, from your logo to your donation page to your branded merchandise.
Getting your audience’s attention is also a matter of getting in front of them more than once and keeping them engaged. If you keep showing up in front of viewers, they’re more likely to have their curiosity piqued and engage with your content or click through to your website. Make consistent profiles on social media, make a website with blogs, and produce other resources that your intended audience might be interested in.
There are numerous ways you can approach online advertising, meaning that you can tailor your efforts to your organization’s specific needs, audience, and budget. Google Ad Grants for nonprofits is a great way to get started or boost your digital marketing efforts.
Make sure your website is educational, accessible, intuitively designed, and fast. These components will also help your website rank highly on the search engine results page, which will ultimately help you funnel visitors to your content and your mission.
How do we get started?
If you’re new to digital marketing and branding, consider working with a digital marketing agency for nonprofits. They’ll use their expertise in the nonprofit sector to craft a winning digital marketing approach that centers around your mission.
When brainstorming your digital marketing strategy, start by reviewing the basics, adding your organization’s unique branding, and identifying your ideal digital channels. Once you put it all together, you’ll be on your way to reaching new audiences online.
Other Resources to Explore
Nonprofit Catalog – Read more about essential nonprofit topics in our Nonprofit Catalog.
Nonprofit Newsletter Template for Nonprofit Marketers – Learn more about how to write a newsletter, a cornerstone of nonprofit digital marketing.
The Beginner’s Ultimate Guide to Nonprofit Marketing – Check out this ultimate guide to get a general overview of nonprofit marketing.