Why Should Nonprofits Use Digital Marketing to Maximize Donations?

With the advancement of technology, use of the internet and the social media platforms have become crucial tools that every non-profit organization has to use in its operation.

As the response rate for mailed communication continues to shrink and more people access the Internet via their mobile devices, digital marketing enables nonprofits to reach more supporters where they already spend time — on screens.

In this post, I will be looking at some reasons why adopting digital marketing is essential for nonprofits that aim to increase donations. So, continue reading before you look for marketing companies for nonprofits.

Diversify Donor Demographics

In the past, most nonprofits have largely depended on the use of mail and events in order to fundraise for their activities. However, digital marketing takes the campaign to the younger audience who prefer to relay messages online and embrace information technologies.

Due to the social Media insight, the Millennials and Gen Z are the largest generation in the workforce, so using social media, emails, and crowdfunding campaigns to bring awareness of the causes reach new talents and donors over time.

Moreover, there are digital tools that give information on how to categorize and approach supporters based on their characteristics and preferences.

Contribution on the current donor base

Donor relation management enhances the retention level and the overall lifetime donor value. Tools such as email, social media and text messaging are easy to use for frequent and personal communication to ensure supporters feel appreciated.

Engaging your supporters with targeted emails, the summarized social shares of their impact, and other unique content ensures they stay involved in your cause. It maintains the emotional bonds and fosters the desire for more contribution.

Reduced Marketing Expenditure

Digital marketing is a very inexpensive form of marketing compared to direct mail and print media. It means that the cost to get the first supporter through Google AdWords or creating a website is relatively high, but once the campaign has been launched, the cost of reaching additional supporters is negligible.

However, using a rudimentary approach and with a relatively low marketing budget, even nonprofits could get a lot of value for their money online. Digital paid ads also give the opportunity for the trademarks to know the cost per click and the conversion rate so that they can regulate expenditure.

Since the Social Networks are free of charge one can develop their presence at Facebook, Instagram or YouTube and spread the word about the organization and its goals to new potential contributors.

Simplify Donating Process

Online donation tools and payment solutions are embedded into the websites and emails of the nonprofits for a smooth donation process. This way, instead of having to complete a form and then posting a cheque, they can give in a matter of clicks.

Some of the advanced online fundraising software also have features that allow donors to make one click, recurring donations so that one can make monthly contributions if they wish do so.

Non profit marketing agencies thus decrease barriers to donations and improve the convenience of giving through supporting supporters’ time. One gets more continuous donations with increased returns.

Fundraising from events should be increased

Nonetheless, in-person events are crucial for nonprofits, digital marketing can increase turnout and donations for events. Email and social media create event awareness while online registration makes event planning easier.

Nonprofits can inform the general public that they are searching for sponsors in their websites and e-mailing their supporters who they cannot invite to the events. The live social media feed during the event takes this even further.

Last of all, sending an email to all attendees with the message and a call to action for donations gets to people when events are still fresh in their mind. Online follow-up continues the fundraising effect of the event.

Conclusion

As shown in this post, there is a lot that nonprofit organizations can benefit from by adopting the use of digital marketing tools and techniques. These strategies help nonprofits develop an online presence, expand the donor pool, save money, and improve fundraising during events.

As direct mail is becoming less effective, the need to effectively cultivate online donors and manage digital relationships is crucial for every nonprofit organization that aims at achieving its mission.