How to Create a Digital Marketing Strategy for a Nonprofit Organization

How to Create a Digital Marketing Strategy for a Nonprofit Organization


The online world is a competitive space for businesses. There is a continuous deployment of different strategies to get ahead. If a company can thrive online, so can your nonprofit organization. However, to make your organization stand out among many lucrative business endeavors, you need several strategies that focus on the NGO.

You want your message to be loud and clear, and unless you know how to use digital marketing strategies to make that happen, your message may drown. Digital marketing is a handy tool. You get to interact with users firsthand and learn about their mindset. It can help you design better campaigns and more effective social messages. So, here is how you can make sure that you’re using digital marketing to its full potential for your NGO:

  1. Invest in the Tools You Need

You want to have all the necessary tools to make an impact. There are many digital marketing tools available on the internet. Not all of them are useful for your NGO. Some tools are also expensive and will cost you an unnecessary fortune. The basics will always remain the same. You will always need a website that is lucrative and well-designed to help users find you. You will need online marketing campaigns such as advertisements and videos highlighting what your NGO does and what you have achieved so far. You will always need to get on social media and interact with users firsthand. You may even look into designing quotable tweets. Sometimes you don’t have time to develop content ideas, research, write, and edit a new post each week. Therefore, experts always outsource social media for nonprofit organizations to save more time for other activities.

Another most crucial aspect of digital marketing is email campaigns. Reach out to users personally and talk to them about how they can leverage your NGO further.

  1. Determine the NGO’s Goals

What is the purpose of your NGO? You want to get to the core of the objective. Do you want to raise more money for education? Raise awareness for another NGO, or do you want to get a discussion started to start a movement? When you know what the purpose of your NGO is, you need to start working on it. When it comes to activism, many social issues need addressing. However, you need to have a good starting point so that you can make a change. It would help if you studied what current digital strategies you have used so far and where the communication gap is between you and the consumers. Maybe you realize creating videos is better than long posts. Then you may want to analyze your database and find the demographic suitable for your needs. 

  1. Research More About the Audience

If you have data from the past, make sure you review it to see how people interact with your existing information on your NGO. If you have a website using tools such as Google Analytics and CRM can give you an idea of what your conversion rate looks like. It can even clue you in on what content seems to be popular. Suppose you see that your Instagram page appears to get more donors. Why not shape a digital strategy that is Instagram intensive. It would help if you also looked into web personas, that is, the digital footprint of your consumers. You want to know what the people who interact with your data are passionate about. Where does their sense of activism lie? If their interests align with your campaign, consider giving them targeted ads and emails.

  1. Review Any Obstacles

Unfortunately, even activism and NGOs have their limitations. These limitations occur because it takes a certain level of income to run an NGO. If you have a financial problem, you need to find out how much you can spend on technological resources and how much should go into your savings. If you have outdated technology such as old software in your NGO, find out how to upgrade to a better system. You need to make sure you’re using digital strategies. For example, posting about social awareness issues such as racism and making sure they are publishing quickly. It is the only way you can ensure maximum engagement. When you know your obstacles, you know how to work with what you have. 

  1. Your Message and Content Should Align

When you are sure that the website you designed is in perfect working order, it is time to work on your NGO message. If you have a long story about your NGO, you want them to be small, digestible, and emotional. You want people to feel connected to what your NGO stands for and why it makes you passionate. Think of this as content marketing. You want to reach out to your audience first. It would help if you even provide statistical information about your NGO and how the audience can help. Another way to talk about your NGOs mission is through a series of videos. Web series are vastly popular now. People like content that they can interact with within small chunks. You should also make sure that if a newcomer stumbles on your website, they can follow the chain of thoughts and what your organization’s messages are. It is a powerful way to develop an online presence.

  1. Consider the Channel That You Will Work with

There are so many platforms for you to use online, but you need to prioritize between them. As you are building an online presence, you need to exert energy to create a profile. It means it will take time to build a community and cultivate it around your NGO. Suppose you want to be an NGO that focuses on emails. Then make innovative and exciting emails. You don’t want to be a generic email that briefly touches on the issues and has no theme. Most likely, people will delete your email instead of reading them. You should try and look at SEO as well. You may not be the only NGO on the block, but you want your cause to get highlighted. SEO also informs the users that your website is updated and always has new information. It will also make it easier for them to find you as you may be on top of the search engine’s results.

  1. Measure How Successful Your Campaign Is

The most crucial aspect of your campaign is to make sure you are making an impact. This phase of your digital marketing tells you whether the efforts you have put in made a difference. You can use nonprofit technology to make this happen. If you compile a report, it can help you bridge the gap between where your campaign lacks and where it is a success. Find out how many donations your organization made. How many people want to work with you? You also want to know how many people subscribed to your email campaign and learn more about your organization. When you have numerical data in front of you, it helps you devise a new strategy. That is how you can enhance consumer interaction even more. You also get to see the bounce rate you have and find ways to reduce those. A compilation of these reports will help you decide if you need to switch your NGO channel or carry on using the same tactic.

Wrap Up

Running an NGO is not easy. There are many factors you need to be mindful of. You want to make sure that the campaign you’re launching is getting sufficient attention. Always start with finding the primary purpose of your NGO. Then you need to review what you have put out so far and what your campaign could use more of. You may need to see what obstacles make it hard for your business to achieve its goals. Leverage different platforms to make an impact and focus on one platform that is making the most difference. Finally, check how successful your NGO campaign is by comparing statistical figures.