What information or details would you say are vital when creating a digital marketing strategy for a small non-profit / charity?
( I'm pretty new to the world of marketing and curious about how to set up a digital marketing strategy in a charity role with no team members for support )
Replies8
- Hi RebeccaLike many of the responses here, I agree that transparency and obtaining an identity is so important for your mission. I really think that mastering free marketing tools (Instagram, Facebook, Twitter) is so important in terms of conveying your message on different platforms. Creating an interactive platform with different types of media is a great way to build a cohorent brand. I recommend tools such as Planoly in terms of scheduling your content ahead of time - I think it will be particularly useful to you if you're a one man band! Hope this helps X
- Transparency. Do you have a clear idea of who you’re trying to reach? Make sure this target audience is clearly defined and you’re continuing to learn about them. How can you connect with them?Establish new goals. For each goal, write down the activities you think will get you there. Make sure your nonprofit marketing goal is tied directly to your organizational growth objectives.The best way I’ve seen nonprofits refine their objectives is by using something called the SMART objective framework.
- Specific: Choose an objective with one key result.
- Measurable: Ensure you have the tools available to measure your progress along the way.
- Achievable (but Ambitious): Given your current reality (time, money, expertise, help, etc.), choose something you know you can set out to do, but will also push you to learn more.
- Relevant: Good objectives increase the success of the organization. Increasing donations may be more tied to your organization’s overall objectives, while simply increasing Facebook followers may not.
- Time-based: Create a realistic deadline you want to achieve this by.
if your primary marketing goal is “raising awareness”, then some sample SMART could be:- 60% increase in blog traffic by June.
- 35% increase in social media shares by August.
- 10% increase on Facebook post reach by August.
- 5,000 video views on YouTube by January.
- @Lu Li @Alfonso Castaneda @Hilary Taylor @Maria Pilar Polo Thank you so much for your advice, all very useful!
- I second Alfonso's view on aligning it to the business / communication objectives of the organisation - is digital mainly used to create awareness? Conversation? Or to target potential donor? Or all of those?From there I'd think about who your audience is and what type of content would resonate. Research other organisations (don't have to be in the same field as you) and see how they do it. Try to find good examples and learn from others what doesn't work.Also set up your Google analytics and start tracking your marketing metrics. Numbers don't lie and will tell you if you are on the right track. Good luck! :)
- Whatever marketing activities you are planning, all must be aligned to the business objectives and help achive them (Marketing is Sales), and the essencials, following the other comments is to know as much as you can your audience and communication is key.Good luck with your project and hope you share your findings and experiences to enrich the conversation.Have a nice dayAlfonso
- Hope that helps!
- I would say audience identification is vital, especially when you have very small budgets. The more you understand exactly who you want to be speaking to, the more targeted and specific you can make your campaigns, reducing the amount of money you spend spreading your message to the wrong audience.
- I think transparency is key in every business but especially when it comes to charities and non-profit organisations. So in order to do that you must interact in a more personal level, like showing who is behind the charity. Another thing that you can do is to show what you do there, like where does the money go to? Hope this helped you!
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