The world of digital marketing is ever-changing, and it can be difficult for marketers to keep up. When you also take into account how quickly the industry changes and how much information is available, it’s no wonder that so many people find it overwhelming. Fortunately, there are plenty of online resources to help us stay on top of things. And with a little bit of dedication and an open mind, anyone can become an expert in no time. But when it comes to marketing for charities, in particular, there are some challenges specific to this sector that might not apply as broadly elsewhere. Whether you’re working at a charity or have ambitions to do so, you must understand the ins and outs of digital marketing for charities before diving straight in. That way, you won’t make any avoidable mistakes – or at least know where to look if you do.
What is digital marketing?
Digital marketing is the use of social media, search engine marketing (SEM), email marketing, video marketing, and other digital media tools to increase your visibility, drive sales, and grow your business. Digital marketing is a great way to advertise your product or service. You can do this via social media platforms, adverts on search engines, or posts on your website. Digital marketing can be targeted so that you are reaching the right people that will be interested in your product or service. It’s an excellent way to build your company’s brand and generate leads. Digital marketing campaigns typically consist of several tactics that work together to create an overall strategy. That way, you can be sure that you aren’t neglecting any part of your plan, and you have a better chance of achieving your desired results.
Who is responsible for digital marketing at charities?
While digital marketing and the management of digital channels are the responsibility of the entire marketing team, the person leading the charge is likely to be the digital marketing manager (DM). This role can vary depending on the size of the company. In some instances, it can even be a team role, with a digital marketing manager and a digital marketing coordinator. Other common job titles in the field include digital strategist, online marketing manager, and social media manager.
The benefits of digital advertising for charitable organizations
There are many reasons why charities choose to focus on digital advertising. Here are a few of the most common: – Visibility – Digital channels are near-impossible to ignore. There’s always a chance that a television ad will be skipped, or a billboard ignored, but they are unlikely to forget the content they saw on their favorite social media feed. – Cost-effectiveness – Digital marketing campaigns offer excellent value for money. You don’t need to spend huge amounts on production, and you can track your progress every step of the way thanks to modern analytics tools. – Scalability – Digital marketing campaigns can be scaled up or down in an instant. You can spend as much or as little as you like on any given day, without having to worry about wasting unsold inventory. – Viral potential – Some digital marketing campaigns have the potential to go viral, bringing you new followers from around the world. Others can be tailored to appeal to specific audiences, making them especially useful for charities. – Integration – Unlike many other types of marketing, digital campaigns blend seamlessly with your existing content. They don’t require additional investment in things like event sponsorship and can be used in conjunction with other campaigns.
3 things you should focus on when marketing for charities
– Your brand – Your brand should tell potential donors everything they need to know about your organization in just a few words. It should also guide all your marketing efforts, including your digital campaign. Make sure that your use of color, imagery, and language is consistent across all channels. – Solutions, not problems – Your digital campaign should focus on how your organization can help solve a donor’s problems, not just what they’re devoted to solving. A great example is the Make-A-Wish Foundation. Instead of telling donors that they grant wishes for terminally ill children, they promote “#WishForAll.” – Your target audience – You can’t please everyone, but you can appeal to as many people as possible by targeting your campaign carefully. Consider your organization’s mission, and write posts that will appeal to the people you want to support you the most.
2 ways to build your audience before starting a campaign
– Grow an email list – Your email list is your most valuable marketing asset. It’s also the most cost-effective way to build an audience, and you can use it for a variety of different campaigns once you have it established. Start by making sure your website has an easy, obvious way to sign up for your emails. Then, offer something special in exchange for an email address. – Create a social media presence – Your social media presence can be as simple as a Facebook page, or more complex if you want. The important thing is to be consistent, engaging, and helpful to your followers. – Remember to be authentic – Your digital marketing efforts can’t be a carbon copy of everyone else’s. If you want to see success, you must be genuine in your approach, and consistent in your message.
2 ways to build trust with your audience before a campaign starts
– Be transparent – Let people know what your organization is up to. Let them know what you’re trying to achieve, and why. Be honest and up-front, and they’re likely to return the favor by supporting your campaign. – – Be consistent – Your digital marketing efforts don’t have to go live on the same day each year. But they should be consistent throughout the year. This helps your donors remember you, and gives them something to look forward to each month or quarter.
1 way to increase audience engagement during a campaign
– Try gamifying your campaign – Gamification is the process of applying game-like elements to non-game activities to make them more enjoyable for participants. You can do this by creating a leaderboard, where donors can compete against one another to see who can contribute the most. – Create a call to action – You can’t just sit back and hope that your donors will click the donate button. You have to do everything in your power to make them click it. That means creating a call to action and repeating it as often as you can throughout your campaign.
Conclusion
Digital marketing is a great way to raise brand awareness, drive traffic to your website, and ultimately convert that traffic into leads and customers. There are many different digital marketing channels you can choose from and each will have different cost and return on investment (ROI) outcomes. When you are deciding which channels you should use, you should consider factors such as the target audience, campaign objectives, and budget. Make sure you are consistent with your branding, and that you have a compelling offer in place to draw people in and keep them interested. Digital marketing is an exciting and ever-changing field, so don’t be afraid to try new things and experiment with new channels.
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