February 25, 2020
 
Nonprofits Advised to Engage in Multichannel Marketing Strategy

February 9, 2020 — To be fully effective, nonprofit marketing campaigns should employ a multichannel digital approach that takes advantage of key tools that together enable organizations to reach out and engage with key audiences, according to the founder of a digital strategy firm.

"No matter how you end up structuring your campaign, don’t forget that the key to success is to get potential supporters to engage with your content and complete a target action," notes Carl Diesing, co-founder and managing director of DNL OmniMedia, writing in Philanthropy News Digest. "Use your digital content to engage, excite, and connect with potential supporters, and then drive them to your donation page."

He recommends that your marketing toolkit contain the following:
  • Website. Create a landing page featuring an embedded donation form that can serve as the central hub for the campaign. All your other vehicles and channels should direct traffic to this page, with the goal of converting new visitors into donors.

  • Social media accounts. Post regular updates about the campaign to your social media channels, making sure to always include a link to the campaign landing page. Create a series of contests and viral challenges that encourage users to share your posts — this is how most of your new supporters will learn about you. Be sure to link your social media posts to the main campaign page, where your social media followers can learn more about your organization and make a donation.

  • Email. With an integrated email solution, you can segment your supporters into different groups and customize marketing messages for each group. For instance, you might want to send one kind of message to lapsed donors and another to non-donor email subscribers, or create different messages to share a campaign update, promote a new blog post or video, or make a direct appeal for support.

  • Digital ads. Use online ads to target the audiences most likely to be interested in your campaign. For our animal rescue organization, a local news site or pet store website might be a smart choice. Google offers advanced tools designed to make it easier to target different audience groups.

  • Google AdWords. With your AdWords grant, you can craft an ad that will appear at the top of Google search pages for keywords likely to deliver potential supporters. Keywords like "pet rescue Massachusetts" or "Northeast animal shelter" might be good choices. And again, be sure to link your AdWords ad directly to your campaign landing page.

  • Search engine optimization. For SEO, focus on creating and writing great content for your organization’s website that is targeted to specific keywords. An informative blog post about "New York animal cruelty laws," for example, would be of interest to readers likely to support your organization. Well-designed SEO strategies can go a long way to raise the visibility of your organization and drive more visitors to your site over the long run.
Key to success is linking different marketing channels to support one another. According to Diesing, nonprofits should ask email subscribers to follow the nonprofit on Instagram or Facebook, or "create social media posts that encourage followers to click through to your website’s blog to learn more about a campaign or check out a video, then use that post to drive readers to your campaign's donation page."

For more, see How Nonprofits Can Best Tell Their Stories in the Digital Age

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