Online donations have been boosted recently. This is partly due to changes in the law brought about by the current U.S. administration. Non-profit organizations experience spikes 72 hours after major press coverage. For example, changes to immigration policies put the American Civil Liberties Union (ACLU) firmly in the spotlight, leading to large donation spikes they greatly benefited from.
Under Trump’s administration, nonprofits are reaping the rewards of “outrage giving,” too. This happens when donors are influenced by their emotional connection with an issue in society, and consequently pour in donations. This happened when people thought proposed cuts would influence Meals on Wheels. The company were flooded with donations of $1,000 per day as a result, receiving an astonishing $160,00 in just a few days!
When non-profit organizations receive unexpected media attention, donation spikes are prevalent. If you want your company to receive unprecedented coverage, it’s important to come armed with an effective digital marketing strategy. To help you on route to implementing the best digital marketing strategy possible, this article has collected some digital marketing tips for nonprofits that are well worth considering:
Your organization can quickly become the subject of unexpected media attention, so make sure you are armed with the best digital marketing strategy when it does. You’ll need to be in excellent shape to keep up with the fast paced digital marketing industry. Here are a few tactics to consider ahead of time:
Optimize for Mobile
We live in an age where smartphone use is at an all-time high. Consumers rely on their phones as their main source of knowledge. Donors’ emotions will be evoked through news they read on social media or emails. Because smartphones are so commonplace, you can rest assured people will be reading about new things on their phone. If you haven’t optimized your organization’s website for smartphones, you risk becoming irrelevant. To stay connected with your audience, it’s important to create a donation form with a fast mobile checkout experience. Research from Dunham & Company found that 18% of donors have made donations by using a mobile device in 2015. This figure continues to grow year-over-year, so if your donation site isn’t mobile compatible, you’ll lose a huge segment of the market. With mobile responsive design, you can build a website which automatically scales down when visited on a mobile device.
According to a recent study by M+R benchmarks, email accounts for more than a third of online revenue for nonprofits. Effective email marketing can be tricky in the digital age, meaning it’s important to segment the market. This is an effective way to communicate with specific donors, where you can send repeat donors relevant messaging. Segmentation is essential when communicating with your donors. It allows you to send prospective donors and repeat donors relevant messaging. This stretches beyond including a donor’s name in an email list. The last thing you’ll want to do is make big donors feel like one of a thousand people. It’s important to engage in initiatives which recognize their incredible support. This can be achieved by maximizing the persuasive power of your content. More and more supporters are choosing to respond to email donation requests, where the percentage of donors motivated by email has jumped to 40% since 2015. This has been achieved through targeted emails that make donors feel unique, alongside personalized emails in the aftermath of donations. When you find yourself in the limelight, ensure you’re well positioned to contact the right donors quickly!
Instagram is growing exponentially. This has created an opportunity for nonprofits, who can establish their footprint on the platform. With a presence on Instagram, you’ll align your marketing efforts with societal trends. Attach solid stories to your Instagram posts for greater impact, rather than appearing too spammy by asking for donations. If you want to create dynamic content to share your story, Instagram is the way to go. There are additional options to pay for advertising too, which can help you reap the benefits of increased donations.