For-profit companies understand the importance of brand recognition. But nonprofits can also leverage digital marketing, online fundraising strategies, and other methods to promote their organizations.
In fact, the digital world has made it easier for any nonprofit to raise awareness about the organization and its cause, engage the community for donations, or promote volunteer opportunities.
With just a little planning and knowledge, your nonprofit can benefit from the best digital marketing and online fundraising ideas.
Why Nonprofits Need a Marketing Plan
Does your nonprofit need a marketing strategy? A well-designed campaign can help you with:
- Online fundraising
- Promote awareness about your organization and its causes
- Advertising local volunteer opportunities
- Maintain long-term support
- Advancing your values or mission
Second Odilon Queiroz, specialist in Fundraising Marketing Techniques, to achieve these goals, you will need a marketing plan that raises awareness about your organization or its immediate goals. A well-executed marketing plan can increase engagement with your existing followers and increase your visibility among your community members.
The Best Digital Marketing and Fundraising Ideas for Nonprofits
Digital marketing doesn't have to cost an arm and a leg. Here are 12 of the most affordable marketing ideas you can use for your nonprofit.
1. Focus on website optimization
Many nonprofit organizations operate a website. But how easy is it for visitors to find your website? Marketers rely on the art and science of search engine optimization (SEO) to increase their online visibility.
Make sure you use keywords that help internet users find your site. Don’t forget to include words related to your geographic location, like “schools in South Carolina” or “where to volunteer near San Diego.”
Good SEO helps your website appear near the top of search engine results pages and increases the chances of interacting with visitors who align with your organization's goals.
2. Use Google Business Profile to Stay Local
In addition to website optimization, be sure to optimize your Google Business Profile listing to rank higher in local search results. This will increase your visibility among your customers and local stakeholders and help you connect with a wider network in your immediate area.
If you don't already have a Google Business Profile listing, you can sign up for free. Asking members of your network to leave a review can help your organization rank higher and receive more visitors.
3. Personalize your content marketing
Publishing blog posts, videos, and other content has always been a valuable digital marketing strategy. But your web content can also help with marketing your online fundraising campaign. You can develop content that explains in more detail your fundraising goals, what you hope to achieve, and how others can get involved.
Don't forget to conclude each post with a strong call to action. You can invite readers to partner with you by participating in fundraising efforts or contacting you about volunteer opportunities.
4. Create engaging infographics
To the fundraising for NGOs Does your campaign marketing require you to communicate a lot of data? If yes, make it visual. Many organizations create infographics to collect and summarize the most important information.
A clear infographic makes it easier for followers to understand your organization's immediate needs and how their donation will meet those needs. Since the full infographic is visual, you can share it on social media or through blog posts and digital marketing campaigns.
5. Conduct targeted email campaigns
Email marketing is alive and well for businesses and nonprofits. An email campaign gives you the opportunity to explain to your current followers the importance of your fundraising campaign and provide a clear call to action to encourage donations.
You can also use email marketing campaigns to attract new followers. If you connect with new visitors online or at in-person events, you can use email campaigns to introduce your organization to those contacts and invite them to connect with you at future events or participate in your fundraising project. funds.
6. Stay active on social media
Nonprofits can raise awareness by staying active on social media. Social media is also a great place to promote your website. According to recent data, about 30% of nonprofit website traffic comes from social media. Facebook and Instagram posts can help you direct visitors to donation pages or informational content.
Additionally, nonprofits may consider diversifying their social media channels to reach new demographics. For example, Instagram users tend to be young adults between the ages of 18 and 24. Leveraging these platforms can help you connect with younger generations.
7. Host virtual events and webinars
Webinars and virtual events can help you promote your nonprofit. A typical webinar generates between 500 and 1,000 leads, and virtual events have become much more common in post-COVID America.
Consider virtual events or webinars that introduce your organization to your audience. You can also host an event that raises awareness of your organization's goals or cause, then invite attendees to make donations. Charging admission may cause your audience to dwindle, but a small admission fee can also be used to help with online fundraising.
8. Hold online auctions
While online auctions may require their own form of digital marketing, online fundraising campaigns can reap the benefits of these online sales. If you or other members of your organization have unique goods or services to offer, you can auction them off to the community.
An online auction can be more successful than simply asking for donations, since donors receive something in return. Additionally, the auction may appeal to a different demographic than a webinar.
9. Leverage the power of influencers
Celebrity endorsements can help you promote your nonprofit or a specific cause. Social media influencers have a pre-existing network of followers, often across multiple social channels.
They're called “influencers” for a reason: According to 2023 data, 50% of millennials trust product recommendations from influencers, while only 38% trust endorsements from other types of celebrities.
Just be sure to look for an influencer whose values align with your organization. If your goal is simply marketing, you might consider paying for endorsements from popular influencers. But beware of high fees that may conflict with your online fundraising goals.
10. Consider crowdfunding
Crowdfunding is easily the simplest and most straightforward type of online fundraising campaign marketing. Nonprofits can partner with popular crowdfunding platforms to collect donations online. Although the crowdfunding platform takes a portion of donations as payment, this is still an efficient way to collect donations across its network.
A typical crowdfunding campaign will raise an average of US$28,656. Crowdfunding can, therefore, be a simple way to generate funds for community projects or for the organization's internal needs.
11. Create video content
When it comes to digital marketing, content is king. But the type of content is very important. In many cases, a video really is worth a thousand words, and web users may be more inclined to watch a video than read a long blog post.
In 2022 alone, 83.3% of web visitors accessed digital videos. Nonprofits can use video content to connect more directly with their target audience or to make a more direct appeal regarding fundraising efforts. You can also include interviews with community members who will be most directly impacted by your fundraising campaign to help viewers visualize the results of their donations.
12. Take advantage of Google Ad Grants
Depending on the nature of your organization, you may be eligible for Google Ad Grants. Qualified businesses gain access to up to US$ 10,000, which can be applied to Google Ads. These ads will appear when web users search for related topics, and you can adjust the settings to specifically target individuals in your geographic area.
This is good news for nonprofits whose operating budgets may already be depleted. A Google Ads campaign can be a powerful way to reach your local community. You will also receive analytical data to evaluate the effectiveness of your advertising campaign, allowing you to refine your efforts for the future.
A plan that works for you
These 12 tips can empower your nonprofit to reach a wider audience and engage with your community on an important cause.
Whether your goals are digital marketing, online fundraising, or simply raising awareness, you'll need a plan that aligns with your budget and vision. With the right solutions and an expert marketing partner, you can reach your audience – and your goals.