Are you a non-profit organization? Have you ever wondered how best to reach out to more people and increase your funding? Have you ever considered adopting online marketing strategies?

Drawing up a strategy can be a grueling task especially with charity organizations, as they come face to face with one of online marketing’s most significant challenges; limited to non-existent funding. Since a lot may go into the strategy development process, having one that works and is unique to your organization can promote your objectives sans breaking the bank. Listed below is everything you need to get started on that marketing strategy.

Identify Your Environment

Every non-profit organization faces both macro and micro factors that tend to affect them directly or indirectly. The macro factors may be communal, economic or political whereas microelements could be specific to your charity, for example, the difficulties you face in managing finances or other competing charities.

To counteract these negative factors, consider your current position, candidly tabulating your strengths and weaknesses. Mainly, take into special consideration the prospects and threats digital marketing may have on your organization.

Outline Your Vision & Goals

Just like mainstream businesses, charities have goals which outline they hope to achieve after implementing marketing strategies. The organization’s vision may be a long or short term, but It must be clear to everyone on the team from the start.

Aim to develop SMART goals (specific, measurable, achievable, realistic and timed) and follow them up with methods of measurement. For example, if one of your long-term goals as an organization is to have a broader audience online, digital marketing tools exist to aid in measuring this on social media. In summary, identifying your goals makes determining the type of strategy to adopt easy.

Discuss Your Budget

Many aids have limited advertising resources. A well-developed marketing plan, however, can aid non-profit organizations to create more revenue. In designing a marketing strategy, give priority to content. Content marketing costs less than the traditional marketing tools, yet it establishes more leads in the online universe and as such, can be a great asset to many non-profit organizations.

Once your budget has been discussed and finalized, streamline your marketing options such that your organization is guaranteed enhanced returns on your initial investment.

Reach Out To Your Targeted Audience

Two types of audiences are acknowledged in marketing; primary and secondary. Primary target audiences are those that you benefit directly. An example for charities may be donors. Indirect viewers refer to the groups or individuals who influence your primary audience. Before you reach out, it is advisable to choose, specifically, which group you want to target and prioritize them over the rest. If you aim to break barriers and extend to new audiences as well, you must be equally specific.

Once you target your audience, it is best to know the actions you expect from them. All efforts must be specific. Do you want them to become members?Are you looking only for their donations? Would you love for them to take up any form of advocacy action? Are you looking for their testimonies? All actions considered should be known and their respective modes of measurement identified.

Establish Well Defined Messages

To motivate your audience into undertaking any action, you must consider how best to craft all messages such that they convey your mission clearly and engage your intended audience. Create diverse yet equally appealing titles. Your words must be straight to the point but must capture the attention of your audience. For optimum engagement, you can include in the message the desired action you’re looking for, be it membership or donations. Remember, your message must carry strength and the ability to tug at the heartstrings of your audience.

Analyse Tactics

Now that you’ve outlined your desired action and crafted the best message ever, you may ask, what happens next? The next step is to discuss the best way to relay your defined message to achieve your set goals. In digital marketing, some tools are cost-effective, especially for non-profit organizations.

Use Infographics

In the digital universe, infographics are three times more likely to be read than actual text and thus, are preferred by most marketers. Infographics are most suitable when displaying information such as statistics related to your organization. The presentation of statistics can effectively reach out to a greater audience.

Use The Facebook ‘Donate Now’ Button

Facebook has created a ‘Donate Now’ button for charity organizations, and this has prompted immediate action by many universally. With digital marketing, the key is a consistent presence. Consistent Presence means always being in front of your audience when they’re online, at the right time and with the most appropriate offer. Facebook has made all that possible with the introduction of this button.

Run Pay Per Click Ads with Google

The term ‘pay’ in this marketing tool tends to send non-profit organizations away, and that shouldn’t be the case. PPC’s are free monies given to organizations with a Google non-profit and AdWords account who advertise on Google. Who doesn’t love a free advertisement that guarantees your organization greater exposure?

Evaluation

What’s the best way to determine if your marketing plan has worked or not? Evaluation. Whatever your goal may be; it must be measurable either on or offline. Evaluation is critical if you’re looking to generate substantial revenue from your online presence. Without any form of assessment, you could end up wasting a lot of resources on drawing up strategies, and this could be detrimental to the growth of your organization.

After following these steps and deriving the best marketing strategy, with the help of our SEO and social media strategy marketing services at 2o.com, the next step is putting everything into action. Online marketing is powerful as compared to the traditional forms of marketing, and is a trend followed in recent times. Charities must consciously be aware of how best to incorporate the use of all sorts of marketing (be it social, email or SEO marketing) to broaden their exposure levels, gain more members and increase revenue for their many outstanding causes.