Helping you help others.
We love working with charities. And not just because you’re all lovely people.
There are a few things that make charitable organisations particularly fun to work with…
Charity digital marketing is often uninspiring; , but, on the plus side, that means there’s a huge opportunity for those that have clear and well-considered strategies. You can see our ultimate guide to marketing for charities here.
Market research is crucial to build a strong foundation for your strategy. This involves asking essential questions to understand the market landscape, primary stakeholders, strengths, weaknesses, and future plans of your charity. Understanding your target audience is equally important, identifying their needs and behaviours, and finding the right platforms to engage with them effectively.
It’s also essential to assess the competition within your sector and analyse their strategies, content, and market position. Additionally, you’ll need to consider broader factors like technological advancements, cyber threats, and societal attitudes.
Digital marketing for charities requires a comprehensive and well-thought-out content strategy to stand out in the online space. At the centre of this strategy is the creation of content that tells powerful stories that resonate with the target audience.
Once the content is produced, it needs to be shared across the right channels to reach the target audience effectively.
Email is a crucial aspect of digital marketing, as it is the only other digital asset your charity owns besides their website. Segmenting your email list into separate demographics allows for targeted communication with specific customer personas, which leads to stronger relationships with donors. As part of a digital marketing strategy, email helps maintain brand visibility and allows for testing different messaging to improve future campaigns. Working with a marketing team can result in persuasive email content that converts customers into dedicated donors.
Social media is a crucial channel for digital marketing for charities. With so much competition, it’s important to have a well-thought-out strategy to stand out and effectively promote your mission.
To maximise the impact of social media, you need to consider various factors such as promoting awareness, posting regularly, building a community of advocates and influencers, and inspiring donations through events, polls, and fundraisers. By having a clear plan in place, you can reach your target audience, increase brand visibility, and ultimately drive more donations and support for your cause.
Charities have shifted to using a Silicon Valley approach when it comes to data analysis, by focusing on a single, headline metric instead of being overwhelmed by the vast amount of data available. This headline metric, referred to as a “North star,” must align with the charity’s values and vision, provide a measure of the user experience (both donor and recipient), and serve as a strong indicator of current and future revenue.
The North star is reported frequently to senior management to keep focus and momentum in place. Meanwhile, the marketing function performs more in-depth analysis, including brand metrics, engagement metrics, and conversion metrics, on a less frequent basis (typically once a month). By having a singular metric to focus on, your charity can streamline their data analysis process, stay on track with their goals, and measure the impact of their efforts effectively.
Frequently Asked Questions about Digital Marketing for Charities
Content marketing, social media engagement, and email campaigns are cost-effective strategies that can yield significant results without stretching your budget.
By using web analytics tools, you can track website traffic, conversion rates, social media engagement, and other key performance indicators (KPIs) to assess your digital marketing campaigns.
Charities can partner with influential individuals who have a substantial following on social media platforms, or a significant voice within their field. Influencers can create and share authentic and engaging content for your charity, inspiring their audience to get involved, donate, and support the cause.
Charities should post impactful stories and testimonials, educational content and infographics, updates on ongoing projects, behind-the-scenes glimpses, volunteer spotlights, and calls-to-action encouraging donations and volunteering.
Charities should use email marketing to build and nurture meaningful relationships with their supporters. By sending regular and personalised emails, you can provide updates on campaigns, share impactful stories, express gratitude to donors and volunteers, and encourage further engagement through calls-to-action.
Our blog provides valuable insights into the world of marketing across multiple sectors. Your go-to resource for success in the digital landscape.
Contact us today for a free consultation to drive change and grow your market share.
"*" indicates required fields