Getting a firm grasp on who your audience are and what you want to achieve is paramount to any digital campaign and potentially even more important within a cash strapped non-profit environment. Understand existing donors by researching their interests, motivations and needs and help potential donors through their decision-making cycle by tailoring your approach at each stage to inform and guide them.

1. Charitable Organization
& Non Profit Marketing Tips

2. Introduction
Getting a firm grasp on who your audience are and what you want to
achieve is paramount to any digital campaign and potentially even more
important within a cash strapped non-profit environment.
Understand existing donors by researching their interests, motivations
and needs and help potential donors through their decision-making cycle
by tailoring your approach at each stage to inform and guide them.

3. Know Your Demographics
Remember, it is only through a solid knowledge and understanding of how
people interact with your brand that you can even contemplate creating
content compelling enough to get them to open their wallets.
To start, check out the data you already have, mining your existing analytics to
understand who is visiting your site. Take great care to drill down into metrics
such as keyword performance to identify intent, but also pay close attention to
internal search, as this may offer clues about persona behavior or missed
content opportunities.

4. Use your data
Charities hold onto a surprising amount of data that is not only interesting
but useful too. Information such as how money raised has helped
beneficiaries, academic, scientific and market research, and the information
created within booklets, leaflets and fact sheets for use offline can all be
repurposed and put to use as part of a digital marketing campaign.
Macmillan does a brilliant job of this within its Pinterest board. Their cancer
information board alone - where it displays a number of info-graphics with
data and answers to FAQs directly relevant to their user base - has well over
400 followers.

5. Google Grants
Google offers charities a fairly substantial gift in the form of Google Grants.
Having been running for 10 years, the Google Grants scheme offers
charities up to $10,000 (that’s over £6000) of PPC advertising spend per
month for free.
This opens up a whole new marketing channel for charities to target digital
donors. Steve Morgan recently wrote a fantastic roundup of Google Grants
for Charities which covers the whole scope of the scheme from eligibility to
tips on integrating with your digital marketing.

6. Build Your Email List
Email is a great tool to keep your current followers and warm
prospects near and dear to what you are currently working on.
Remember that CEO’s of social media channels have control of your
followers list, and that the only list that you can entirely own / fully
control is an email list.
Updating your Readers with a Blog
Writing about updates on your current charity is a great way of
updating the folks who have donated that you are making great use of
the money they have given you. This is also a great way to build an
email list as it builds interest towards learning more.

7. YouTube for non-profits
Non-profits have been engaging with YouTube for years, but it's still
important to have a specific online video strategy that can influence
viewers from being mere audience members to becoming donors.
Here Google come to the rescue again with the YouTube Non-Profit
Program which provides extra benefits like branding capabilities,
increased upload capacity and call-to-action overlays.
One key feature is Video Annotations which can be used to add
interactive commentary to videos, and for charities and non-profits,
they can be used to link to external sites helping to drive visitors to the
donate page

8. Crowd Funding for Non Profits

9. If you’re looking for an effective graphic designer for your website, OSI has the
expertise you need.
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