Guide To Digital Marketing For Charities
Posted by Shital Mane on April 29th, 2021
The fast-paced digital marketing landscape is challenging for every industry, and it can be especially daunting for charities and non-profit organisations.
Marketing for your charity needs to address different issues and target different personas from regular businesses, so your overall strategy needs to be carefully thought out.
Your Digital Marketing Strategy
The main goals your organisation needs to focus on are building a loyal fan base and raising funds. It is also important that your marketing is transparent so that people can see the difference your cause (and their donations) are making to the world.
Concentrating your marketing on inspirational, emotive storytelling and social proof can be a powerful way to reach these goals. These methods will assist in increasing your follower numbers and encouraging your supporters to become brand evangelists for your cause, spreading awareness virally through their own networks.
With over 1.5 million charities worldwide, competition for support and donations is fierce, and you need to present your unique value proposition clearly to ensure as many people as possible are aware of your cause. Establish a strong brand voice and personality that allows people to connect more deeply with your organisation on an emotional level.
If your non-profit organisation hasn’t yet explored all the marketing and advertising options available online, you might be surprised at what’s on offer to you in Australia from some of the biggest and most trusted online companies – most notably Google, Amazon and YouTube.
Google Ad Grants for Non-profit Organisations
Google is well known for its generous donations to charitable causes. They provide a range of marketing options which for non-profit organisations.
With over 3 billion people using Google search every day, this is an excellent opportunity for your organisation to reach donors, volunteers, and supporters across the globe as they are browsing the web.
You can use your Google Grant to fund your AdWords campaigns and drive more traffic to your website through organic search.
YouTube Nonprofit Program
Almost 5 billion videos are watched on YouTube every day. For charities, this presents an ideal opportunity to spread the word about your work to a wider network.
YouTube’s Impact Lab for non-profits provides free tools for charitable organisations to connect with a vast, engaged audience of supporters, volunteers and donors.
Video marketing is a powerful way to evoke emotions and create empathy for your cause, with social video generating 1200% more shares than text and static images. Studies have also shown that YouTube videos with a charitable message receive 2.5 times more engagement than other videos.
Amplify your message by using YouTube’s tools to create beautiful, moving videos that increase awareness across this giant, global network.
AmazonSmile for Charities
The world’s biggest retailer offers a way for shoppers to donate 0.5% of their eligible purchases to almost any charity they desire. There are almost one million to choose from.
Since its inception in 2013, AmazonSmile has donated millions of dollars to organisations around the world.
Joining the AmazonSmile programme gives you free access to a global network of potential supporters and the chance to increase your awareness across a diverse audience of consumers.
This service is entirely free for charities that sign up to the scheme. For shoppers, AmazonSmile provides a simple and automatic way to support a charitable organisation at no cost to them. This makes the scheme very attractive for those on both sides of the donations.
Other Online Marketing Opportunities
As part of your overall digital marketing strategy, you might consider harnessing the power of online influencers on social media platforms such as Facebook, LinkedIn, Twitter and Instagram.
Statistics show that one in three social influencers are raising awareness of global issues and the charities that seek to address these issues.
More and more charities are recognising the value of the voice of these influencers and their powers of persuasion to shine a light on important causes and drive their strong follower bases to support and donate.
Set up Google alerts to notify you when somebody mentions your organisation online. You can use this opportunity to engage in the conversation on social media, talk about your cause and let people know how they can help you.
10 Key Digital Marketing Strategies
If you don’t have a digital marketing strategy in place, use these key points as your starting guide:
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About the AuthorShital Mane
Joined: April 19th, 2021
Articles Posted: 9
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