Digital marketing has higher potential at nonprofits

July 3, 2013

Digital marketing has higher potential at nonprofits

Nonprofits should be eager to look into online advertising when trying to increase donations and grow their following. However, a new study commissioned by Adobe Systems revealed many organizations are missing the mark on the opportunities they have in their digital space. For example, 32 percent of consumers and 21 percent of marketers surveyed believe online advertising is still not as effective as it could be.

Personalize the experience for online followers
When nonprofits build websites and create plans for social media platforms, they should consider how people will feel when consumers come across the organization's advertisements. The study showed one-third of respondents believe personalized offerings can be valuable, while less customized ads are considered not as effective, with nearly half of consumers stating they don't appreciate banners they encounter on websites.

"Consumers realize they are now in control and won't accept it," said David Edelman, global co-leader of digital marketing and sales practice for McKinsey & Company, the research firm that conducted the study. "Yet, beyond banners, there is a lot of online marketing content that consumers do interact with, and the era of creativity to explore what works is just beginning."

Creating online content is important to today's nonprofits as it is one of the most cost-effective ways to generate interest in organizations. Ninety-four percent of consumers and 91 percent of marketers believe traditional media is effective and credible, while 52 percent of consumers and 68 percent of marketers have high hopes for modern and more digital sources. Figuring out the right ways to engage people and get them to the organization's site will garner interest and get more people to contribute to the nonprofit.

"The best marketers will focus on building their muscles in data to drive relevance, design to generate an experience that makes consumers feel good, and delivery to bring it on-demand," said Edelman. "And as a side benefit, as consumers appreciate those experiences more, they will also value the marketing profession more highly, helping it attract the talent that will drive the right virtuous cycle."

Learn what makes consumers tick
The best way to figure out when people are interacting on the Internet is by harnessing information collected through big data streams. This insight will help nonprofits not only understand which potential donors to target, as well as help them the use the right platforms to engage interested parties. An article for CMS Wire outlined how organizations can create better marketing campaigns by leveraging data:

  • Use the most effective channels: Organizations have direct mail, email, display, search, social media and a number of other platforms to reach people. With the massive amount of information floating around in the digital space, nonprofits must use big data to find people who are most interested in their mission.
  • Create strong landing pages: After using digital marketing campaigns to drive potential donors to a nonprofit's site, visitors should be able to learn more about the organization. By taking advantage of landing pages, nonprofits can promote what they are doing to make a difference.
  • Distribute a message that relates to people: Many nonprofits are built around a cause, and by using a message that gets people thinking, organizations will be able to add to their followers and donor network.
single-post3029

Ready to chat?
Get in touch today to request a no-obligation savings evaluation.

Testimonials

NYCON members who use First Nonprofit’s programs enjoy enduring savings and improved efficiency. Our association knows that success, because from the beginning, we achieved the same great benefits. Great savings, seamless technology, and responsive service. NYCON highly recommends First Nonprofit’s remarkable unemployment solutions.

New York Council of Nonprofits, Albany, NY

We were introduced to First Nonprofit through another housing authority. In our analysis and comparison to what we were paying the State, our first year savings was $5,800 plus. We have been with them since the end of 2008 and I am glad we have been. I consider them an arm of our HR department.

Kankakee County Housing Authority, Kankakee, IL

Because INCS advocates for the operating conditions that allow charter public schools to provide high quality public education, partnering with First Nonprofit was an easy decision. First Nonprofit’s unemployment programs provide our member schools two operating elements crucial to their ability to provide high quality public education: savings and budget certainty. Capable, committed teachers are the key to student success. By participating in the unemployment insurance savings plan, charter public schools gain peace of mind and are able to invest more money in their teachers.

Illinois Network of Charter Schools

Throughout our membership in the Unemployment Savings Program, First Nonprofit understood our demands, community dynamics, and the importance of seamless services; that allowed us to serve our constituents better.

Hugh Parry, Retired President of Prevent Blindness America