Yes.
Well, that was easy, right?
Ok, in a nutshell:
I recommend an always-on approach to brand paid search.
Your first job as a nonprofit communicator, and your most important one, is to know who you are talking to, or writing for, at all times. Then you match what you say to the interests, needs, and values of those people.
According to the 2020 Global Trends in Giving Report, the answer depends on where your donors are on the globe.
The report by funraise.org surveyed over 13,000 donors from around the world in March-May 2020. I would note that the entire survey was conducted online.
Suppose you’ve started a new job in the marketing and communications of a non-profit organization. They have all the usual channels set up and your job is to improve engagement.
The first rule in creating compelling content is to know who the target audience is. Who are the people who see your content and what interests them? What are their problems and concerns? What characteristics do they share?
Imagine a world where every newsletter you emailed directly affected your organization’s activities.
A world where the opening percentages of email are high, readers are interested, and each new submission leads to more inquiries, more donations, and more people signing up to support your goal.
There’s no advertising without pictures. There is simply no such animal.
Your activity may be outstanding. You may have produced a stunning event. You may well have made an impact. But if you didn’t take any photos – marketing-wise it is like you did nothing.
One of the biggest difficulties for nonprofits and organizations is obtaining photos. Usually, we don’t really have the budget (or time) to send a photographer to document field activities. So if we want to publish something – we depend on our staff.
Here of course the problem. For the most part, the staff members are terribly busy. After all, they are the ones who make sure that your activity is carried out. They also do not always remember to take pictures.
If so, the importance of the matter is not always clear to them. And most importantly – even when they do take pictures, not everyone knows how to take pictures. Nothing sucks more than hearing about an amazing activity but realizing that there is no way to advertise it.
So here are some ideas that will make your team send better photos:
If you’re like most nonprofits, you’re probably sending a lot of messages through mailing lists.
Newsletters, emails about upcoming events, calls for donations, or recruiting volunteers.
But are you sending the right messages to the right people and at the right time? Or are you just distributing emails without a plan?
If you are like most non-profit organizations, Facebook is your main social network to interact with your community and to increase awareness.
But, like most nonprofits, Facebook is probably also a serious source of frustration for you.
The main problem is of course the constant decline in the reach of organic publications. It is no longer easy to reach your Facebook supporters, even if you have tens of thousands of followers on the business page.
But here’s the thing: Facebook (and Instagram) is where most of your supporters hang out. There they talk about what they care about. You must be a part of this discourse, but it should not stop there.
Since opening the blog I have shared a number of posts on the subject of Facebook groups. Facebook communities have a true ability to bring good results for social organizations with minimal budget investment.
Yesterday I shared the simple guide to setting up your Facebook group. Now that everything is set up, it’s time to invite friends!