Charities and non-profits operate under a delicate balance. You need to market and advertise your charity in order to reach those you want to help, to bring in more donations, and to acquire the next generation of talent and volunteers. At the same time, marketing can be a huge expense, and for a charity, that can be a hard reality to swallow. The good news is that, done right, you can get a lot back in your next marketing strategy if you use these five top tips.
- Create Your Marketing Strategy Goals
A marketing strategy should be driven by specific goals that align with the organization’s mission. Identify what you want to achieve and outline how you plan to reach those goals. It’s a good idea to use the SMART metric, so your goals are specific, measurable, achievable, relevant, and time-bound. One example of a SMART goal is to increase donations by 20% in the next six months. To achieve that, you might plan to launch a fundraising campaign, increase your social media presence, and send regular email newsletters to your subscribers.
- Understand Google Ad Grants
Want to get $120,000 per year in free advertising? Google is a powerful tool, and to help non-profits better afford their PPC campaigns, they’ve created Ad Grants, which give you over $100,000 in PPC credit. With Google Ad Grants, non-profits can reach a wider audience and increase their website traffic. Technically, of course, the non-profit has to do everything or hire a company to manage their campaign on their behalf; however, to take advantage of this program, you need to meet certain requirements and follow Google’s guidelines. Some of the requirements include having a valid charity status, creating a Google Ad Grants account, and using relevant keywords in your ads. Take advantage of this program to boost your marketing efforts and reach a larger audience.
- Know the Right Language and Keywords to Use
When creating marketing materials, it’s essential to use language that resonates with your target audience. Use clear, concise language that communicates the value of your organization’s mission and how it benefits the community. To make sure you’re using the right language, research your target audience, and find out what motivates them to support non-profit organizations. Additionally, use relevant keywords that will help your website and content rank higher in search engine results. Tools such as Google Keyword Planner can help you identify the right keywords to use.
- Create Valuable Content
Creating valuable content is a great way to attract potential donors and engage with your audience. Valuable content can include blog posts, social media updates, videos, infographics, and more. When creating content, make sure it’s informative, engaging, and relevant to your audience. For example, if your organization focuses on animal welfare, you might create a blog post about the impact of animal abuse and how your organization is working to prevent it. By providing valuable content, you can build trust with your audience and encourage them to support your cause.
- Hire a Digital Marketing Agency to Take the Lead
Finally, if you have limited resources or expertise in marketing, consider hiring a digital marketing agency to take the lead. A digital marketing agency, for example, can help you design and implement and then run a marketing strategy that aligns with your organization’s goals. They may focus entirely on your Google Ad Grant, or they may offer additional services such as social media marketing, email marketing, and even SEO. Working with such an agency takes the guesswork out of the equation so that you can focus on running your charity.
