In the overwhelming, constantly changing world of digital marketing, how can nonprofits prioritize their limited resources and succeed? Writing for the Edelman blog, Laura Armstrong offers five useful tips.
1. Narrow your social audience
Each social media channel is unique, and people use them differently. “If you try to share messaging towards all of [your] audiences on one channel, it will seem fragmented and may confuse your community,” says Armstrong. She advises sharing different targeted content on different channels.
Start by conducting research on where your specific audiences go for information. “It could be that consumers and donors are best targeted on Facebook, while corporate partners are better to reach on Twitter and LinkedIn,” says Armstrong.
2. Track, optimize and report
“Regular reporting doesn’t only illustrate growth over time, it can help you see how your content is resonating with your community,” says Armstrong.
To monitor the impact of your content, she recommends sharing content at different times of the day during a one-month period, and altering the way you talk about a particular topic. When you track how people respond and engage with each post, trends should develop over time that will inform a stronger content strategy.
3. Drive donations and fundraising on Facebook
Facebook provides a range of fundraising options for nonprofits, including a special ‘Donate’ button allowing users to donate directly to your organization, as well as donate buttons on live videos and posts from your organization. The platform also allows the creation of fundraising pages and donate buttons on posts from individuals and supporters who wish to raise funds for your organization.
4. Explore and understand paid media
Armstrong notes: “Social media is quickly becoming a pay-to-play platform, and this couldn’t be any truer for Facebook. Even when marketing resources are scarce, paid can be an opportunity to share a key message or call to action during a critical time, whether it’s for a day of awareness, a timely event, or an upcoming fundraiser.”
If you choose to take this route, ensure that your activities are targeted to specific audiences, to drive a stronger return on your investment. For example, Facebook and Twitter provide viable options for targeted ads.
5. Know your resources
If you do your research, you’ll find a plethora of useful resources for nonprofits in the digital marketing space, including Google for Non-Profits and Nonprofits on Facebook, which provide tools and tips to get the most out of your digital marketing efforts. Speaking of which, check out the list of useful resources I have compiled on this blog.
Featured image: Automotive Social, Flickr Creative Commons (original image cropped)
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