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For nonprofits, engaging their audience and getting new sources of fundraising is always a challenge. This is where adopting good content marketing strategies can help. Content marketing is a suitable way to stand out and build a brand while staying true to one’s roots and values. It’s a strategic method to present one’s core values and connect with the right audience. The biggest advantage of adopting a good content marketing strategy lies in the benefit reaped by the nonprofits in the long run.
These tactics help nonprofits in improving their brand awareness. According to a survey conducted by doublethedonation.com on nonprofit fundraising statistics, “Across all the categories of fundraising statistics that we’ve examined, it’s clear that nonprofits of all sizes routinely leave a lot of potential revenue on the table.” Creating awareness about their philanthropic cause will not only help nonprofits connect with potential donors but also establish their brand digitally. The way one presents oneself is always a determining factor in getting the attention of the targeted audience. We have listed down four efficient ways to get started with content marketing.
1. INFOGRAPHICS
Nonprofits are often engaged in work that may be difficult to understand for external audiences. This is where the use of infographics to share stories and make them compelling and shareable. It encourages people to participate and understand the mission and cause of the organization. Moreover, the visual communication of infographics makes data-rich information readable. Nonprofits have a wealth of data that can be communicated through well-designed infographics instead of lengthy, textual reports.
Also, an organization can increase its website traffic by publishing infographics on blogs and backlinking them. This is an excellent way to ensure people visit the website's landing page, which can offer them more information.
As an example, here's an effective infographic by Leher.org that gives the audience important information about child labor in India in a simplified manner.
Incorporating infographics in engaging with your audience is a practice that nonprofits should adopt, as it is here to stay.
2. RETARGETING ADS
Sponsored retargeting is a tool that is gaining popularity due to its proven effectiveness in expanding brand awareness and reaching potential donors. For example, a nonprofit that supports education may choose to sponsor a particular student to increase awareness and interest in its cause. A nonprofit offering customized support to each student will surely attract donors who care about individual cases.
Sponsored retargeting allows nonprofits to use a more personalized approach to target specific audiences based on demographics and actions, making this marketing technique highly effective. For instance, by implementing well-planned sponsored posts & ads on Meta, nonprofits can reach a targeted audience by displaying content based on a visitor’s activity on a website.
3. VIDEO MARKETING
As per the 2022 state of video survey, 94% of marketers agree that videos have helped increase user understanding of their product or service. Visual communication is a critical component of social media success which cannot be overlooked at any cost. Well-made videos can appeal to and engage a larger audience. Nonprofits can benefit immensely by incorporating video marketing strategies in their plan of action to engage and reach potential donors. A study discovered that after introducing a new Facebook timeline with video content, marketers saw a 65% boost in engagement. Visually appealing material is almost always more likely to be shared and engage users. Well-made videos are crucial if you want to gain followers and conversions.
Moreover, connecting with your followers frequently and providing user-generated content to keep people interested is important. While combining content, images, and videos is crucial, don’t forget to provide links to your website to improve SEO & rank better on search engines.
4. DATA-DRIVEN MARKETING
Data-driven marketing is a technique that is enabled with the help of accumulated customer information. Here, the customer's data is used by businesses to predict preferences, personalize experiences, and forecast future trends. Nonprofits can gain current insights into their donor preferences, greater visibility, and following. To adopt data-driven marketing, nonprofits can incorporate strategies like personalizing customer experience according to demographics, online activities, and other available information about their audience. In addition to that, nonprofits should focus on coordinating marketing across different online media platforms to understand data across categories. Moreover, strategies like using predictive analytics and transferring offline data to online environments can help nonprofits consolidate their data efficiently thus improving their donation campaigns both offline and online.
Learn more about resources that nonprofits can equip themselves with to bridge the digital gap: https://www.linkedin.com/company/digitalfornonprofits/
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