As digital platforms and social networks swell with an influx of users, it’s high time for non-profit organisations to architect an all-encompassing digital marketing strategy. The right strategy could mean hitting the bullseye of their fundraising targets.
In this deep dive, we’re taking a refreshing perspective on the five key actions to sculpt a victorious digital marketing strategy for raising funds. From pinpointing your ideal supporters to harnessing the power of paid promotions, we’re here with valuable insights and real-world examples to captivate your audience, steer a flock of visitors to your digital doorstep, and ultimately amplify your non-profit’s sphere of influence. Let’s get started!
Step 1: Define Your Target Audience
- Zoom into your supporter demographics, their interests, habits, and geographies. Google Analytics, Facebook Insights, and similar tools can serve as your magnifying glass into your supporters’ inclinations and requirements.
- Projected Outcome: A crystal-clear view of your supporters, assisting in crafting campaigns that echo with your audience’s interests.
Example Target Audiences
Macmillan Cancer Support
Target audience: Health-conscious women aged 35-54, having personal or familial cancer experiences.
Why it’s effective: Macmillan Cancer Support enjoys a robust reputation in the UK for offering invaluable assistance to those battling cancer. Its supporters are deeply committed to the cause and find resonance in a variety of fundraising activities such as sponsored walks, runs, and coffee mornings.
Target audience: Young professionals, 25-34, socially conscious, concerned about homelessness, and with spare income.
Why it’s effective: Crisis, a charity championing an end to homelessness, provides comprehensive services to those affected by this plight. Its supporters are deeply engaged and find resonance in fundraising activities like charity auctions, sponsored challenges, and events.
Target audience: Families with young children, nature and wildlife enthusiasts, with spare income.
Why it’s effective: The Royal Society for the Protection of Birds (RSPB) devotes its efforts to safeguarding birds and their habitats. Its supporters find deep resonance in activities like bird watching, sponsored walks, and family fun days.
Step 2: Create Compelling Content
- Fashion a content strategy that plays to your audience’s pain points, interests, and preferences.
- Spin tales in various formats – blog posts, videos, infographics, social media posts.
- Projected Outcome: Engaging narratives that hook your audience, steer traffic to your digital doorstep, and establish your non-profit as a thought leader.
Learn more: Content Marketing for Charities and Fundraising
Case Study: British Heart Foundation
This charity dedicated to battling heart disease through research, education, and care managed to raise awareness about heart disease and gather funding through content marketing.
In 2017, they launched The Heartless Series, a compilation of short films intended to shed light on heart disease and its implications. The films showcased the human side of the disease – patients, researchers, medical professionals – and their stories. The campaign gathered immense traction, raking in over 2.2 million views across platforms and watching eyes from 90 countries. The real success lay in the surge in donations and engagement.
The Heartless Series managed to capture hearts with its storytelling, emotional connection, and amplified reach via social media. The outcome? Heightened awareness and support for their mission.
Step 3: Build a Strong Email List
- Use lead magnets like free guides, webinars, or checklists to secure email addresses.
- Divide your email list based on subscriber interests, prior interactions, and behaviour.
- Projected Outcome: An engaged email community receiving personalised messages, motivating them to donate or back your non-profit.
Step 4: Harness the Power of Paid Advertising
- Employ Facebook Ads, Google Ads, or other platforms to bombard your audience with compelling ads.
- Fine-tune your ads with persuasive copy, striking visuals, and compelling calls to action.
- Projected Outcome: Increased website footfall, more email sign-ups, and a surge in donations or support for your non-profit.
- Paid Advertising Opportunities for Charities and Fundraising
- Facebook Ads for Charities
- Instagram Marketing Strategy for Fundraising
- Google Ads Agency for Charities | Great Ads, Great Traffic
- Charity PPC Agency | Get More Funding and Volunteers
Step 5: Track, Measure, and Optimise
- Monitor your digital marketing exertions with tools like Google Analytics, Facebook Analytics, and other platforms.
- Regularly examine your metrics to single out successful strategies and identify areas for improvement.
- Projected Outcome: Data-driven insights to fine-tune your campaigns, boost your ROI, and expand your non-profit’s sphere of influence.
Learn more: How to Use Google Analytics
The golden key to a thriving digital marketing strategy for your non-profit lies in meticulous planning, research, and execution. Adhering to these five actions – pinpointing your target audience, crafting compelling content, cultivating an engaged email list, leveraging paid advertising, and measuring and optimising your efforts – you can resonate with your audience, direct a tide of traffic to your website, and rally donations or support for your mission.
Remember to prioritise your audience’s needs and interests in your strategy, and continually analyse and enhance your campaigns to ensure maximum impact. With the right approach, your non-profit can truly make waves and achieve its mission.
Thank you for investing time in our guide on 5-Action Digital Marketing Strategy for Fundraising. We trust the information and examples we’ve offered will inspire and guide your next fundraising endeavour. Feel free to share your thoughts or queries in the comment section or reach out to us directly.
If you’re seeking professional charity marketing services, our digital marketing agency for charities can offer a spectrum of services, including charity PPC, Google Ads for charities, and SEO for Charities.