Having a marketing strategy is not only important with regard to traditional sales, but also in other probably less obvious sectors such as the non-profit.
The Marketing in this area provides for measures for creating value, by creating lead to ‘ increase in donations.
Why prefer to approach a non-profit marketing tactic? There are many more or less large associations of this type and the aim of all of them is clearly to advance their cause by finding leads and donors.
The reason why it is important is to be able to emerge.
The Marketing Nonprofit aims to be a driver of the fundraiser while respecting the identity of the mission and values that characterize the Organization.
A Non-Profit Association must clearly focus on its activities of a social and solidarity nature, but at the same time, it must not forget the issue of positioning.
Third Sector Web Marketing Strategy
The Web is a dynamic, flexible, and participatory tool for everyone, even for the non-profit sector.
The Digital Marketing Strategies for NPOs is a changing environment, offering new opportunities for this type of organization.
This type of strategic planning can be an opportunity for non-profit organizations, in fact making use of Digital Marketing tools in the different phases of an Association of this type can lead to a rise in the chances of finding donors online and therefore an increase in the likelihoods that these are converted into online donations.
Given the numerous opportunities, it is very important that professionals are chosen for a non-profit web consultancy.
Why choose an advertising strategy ? One of the main reasons people give as to why they have never donated even if they are interested in a particular cause is due to the fact that they were unable to find an online donation system.
A further reason that inhibits users who could be possible donors is the lack of a specific reference of the organization, for example, a site or simply a social channel.
Consequently, as for any economic organization, even for non-profit organizations the web is a fundamental channel to be used for the transmission of information relating to the non-profit organization and its activities and for online non-profit advertising.
Increasing donations and earning supporters online can be much easier than you think, but only if you rely on industry experts.
The opportunities that arise for non-profit organizations are many, the web can be a powerful advertising channel for non-profit organizations, just being present in this dense digital ecosystem is a plus, through the channels present it will be possible to talk about one’s Onlus and the social objectives that we intend to pursue
Web Consulting For Non-Profits: How They Turn Visitors Into Donors
Through these integrated web strategies, NPOs have a powerful tool at their disposal, capable of finding new volunteers and potential donors and/or supporters.
The fundamental step regarding non-profit online advertising is to tell stories through languages and channels that are able to involve users.
It is important that communication to one’s community is built and optimized according to cross-channel strategies, clearly without neglecting the analytical aspect, a fundamental point that allows you to verify the productive effectiveness and impact of the different contents on the public, transmitted by the different channels.
It is important to develop a communication strategy through different channels, this is because the Non-Profit Associations carry out socially useful activities, which in order to be practicable need consent from the public, for this reason also non-profit organizations must resort to strategic marketing tools, creating thus value and interest in its segment and target.
Web Marketing the third sector is also based on Business Model, Mission, Vision, and Value Proposition, as well as to communication activities related to them.
It is, therefore, necessary to reflect on the objectives and fundamental values of the activity, moving a marketing and communication strategy in that direction, the final purpose is to attract leads and will result in an increase in donations if the messaging to the public is clear and convincing.
It is true that the Non-Profit Associations carry out socially useful activities, but it is still necessary to receive consent from their public.
A methodical approach is needed for the dissemination of one’s mission, for this reason, a non-profit web consultancy can be the correct strategy to approach the issue, especially since it is necessary to exploit the methods of strategic marketing in one’s favor, for example even Google Grant.
Advertising for Onlus: Earning Online Supporters
It often happens that operators in the Non-Profit sector have mistrust towards the adoption of Marketing strategies also in their sector.
Often non-profit organizations make a mistake by focusing their entire fundraising strategy on crowdfunding and classic activities without adequate advertising, this happens due to the frequent distrust of strategic marketing, often seen as far from the causes of non-profit associations and consequently not applicable except for traditionally and purely commercial uses. Mistaken!
Usually, a non-profit association is faced with two types of public: the first is a “primary” public which is made up of the direct recipients of service; and a secondary public represented by public administrations, financiers, and all those subjects who deal with the dissemination of knowledge relating to the activities of the association.
Although it is clear that even in non-profit organizations it is necessary to use general marketing tools, for example, no association can fail to study the markets and segments of its users and target.
We can certainly affirm that the marketing levers most used in the Non-Profit sector are those relating to communication and Public Relations, but also tools such as Google Grant.
First of all, it is necessary that there is clear strategic planning at the base, which allows consistent use without wasting resources.
As regards the levers of the Marketing Mix, attention must be paid to the different types of organization, their operations, and the relationships existing between the subjects.
Google Ad Grants: For recognition and attracting donors
Working in the non-profit sector is equivalent to facing difficulties every day, especially as regards researching and making yourself known by donors and volunteers.
But how can we accelerate this process? The tools available to get noticed and get a good positioning (synonymous with visibility) on the web are the same that are used by commercial companies.
The funding of a non-profit organization is done through various mass media channels like television, newspapers, social media, and search engines.
The tool par excellence to promote your non-profit organization in a completely free way is Google Ad Grants. The method is very effective because it allows you to get noticed on the internet just like any normal commercial company.
But how does this resource work? Google Ad Grants is a Google Adwords advertising program created specifically with the intent of supporting non-profit associations.
Mainly, every non-profit organization is provided with a budget of $ 10,000 per month that can be invested in PPC (Pay Per Click) campaigns.
Then what are the variations with normal Adwords?
- First of all, we have the cost of the keywords, you cannot offer more than 2 dollars per keyword.
- Ads will be placed under Google’s paid ads.
- There is no rebranding option, only the search network is used.
- Non-profit is the purpose here, meaning that Ad Grant cannot be used for commercial purposes. It is absolutely forbidden to use it for direct product sales.
- The account must be kept active. This means that if you don’t use it for more than 30 days, Google will automatically pause it.
Consequently, Google Grant is made especially for a non-profit organization. Clearly, for this type of association, based exclusively on donor income, having the possibility of using such a tool is something not to be underestimated.
Nowadays, if you want to survive, marketing has become absolutely crucial. There is a large number of competitors who want to grab the top positions on Google pages and listings to attract their audience.
Being able to emerge in this world steeped in competitiveness is a challenge that engages not only standard commercial companies but also non-profit organizations.
More clarity = more guests = more donators
If people know the organization’s website then there are high chances of donating and participating in the cause, otherwise, the odds are very low.
Very often a problem that is found in this type of association is an unclear website and consequently inaccurate information on how to transfer money, etc.
These misunderstandings, albeit small, create confusion and cause users to lose patience and disinterest in the organization.
No efficiency of the service, no donors.
Money is in fact the indispensable means, we could define it as the engine of the Onlus, without the donors the causes could not even have begun.
And what can be the only way to make this system work then? Advertising.
Finding Donors Through Web Marketing
Contacting a digital marketing agency is also this: easily solving problems that previously seemed insurmountable.
In actual fact, being able to think of one’s own main business is surely profitable.
The resources to be used in this sense for a non-profit organization are numerous, and if the workforce is concentrated exclusively on this, there will be a great result in the short term.
It must also be emphasized that for an association of this type it is not enough to have only an audience, it must also receive its consent, and therefore its participation.
And it is also for this reason that a broad and complete knowledge of the activities carried out within the company will help to attract more interested users.
Today the internet is the platform par excellence.
We view posts on Instagram and Facebook, search for information on Google, verify emails: we are literally bombarded with inputs every minute that makes up our day.
“Having the access keys” to the mobile phones of each of our potential users is a very powerful weapon.
In this way, our organization will not only be more successful because people will know it better, but it will also have a direct link to a possible method of transferring money.
Raunak is a Mechanical Engineer by qualification & Marketer by passion. He is the founder of Maiden Stride, a leading digital marketing company that provides world-class search engine marketing services and website & application development.