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Nonprofit marketers face challenges many other marketers do not need to overcome, and they most likely wear more than just the marketing hat for their organization. What money you allocate to digital marketing needs to be well spent on effective and affordable marketing activities. Here are several digital marketing strategies sure to make an impact while remaining within your budget.

Implement the “Donate Now” Button on Facebook

Facebook makes for an excellent platform to gain awareness for your organization while connecting with the community and raising money. Many nonprofit organizations even look to such social tools as their primary tool for fundraising, especially since Facebook doesn’t charge incremental fees for donations made through the platform.

Of Facebook’s Charitable Giving Tools, the “Donate Now” button is easy to implement and quick to show value. It allows people to leave a one-time donation or set up a recurring donation, without leaving the comfort of their Facebook account.

Promote Events with Text Message Marketing

Text messages have a 90% open rate within mere minutes of receipt, making text message marketing an effective and powerful channel with which to promote your events. Once people opt-in to your messaging service to receive event information you can share information with volunteers regarding set up dates and times, schedules, directions and more, as well as send attendees reminders leading up to, during and following the event. Consider sending texts ahead of events if you still need additional volunteers, certain products donated or help spreading event awareness.

Record Videos in the Field

57% of people who watch a video produced by a nonprofit go on to make a donation, showing the impact a video brings to your organization. Do not view video marketing as an overwhelming, time-consuming task and instead think of the volunteers who can record videos for you via personal mobile devices. Ask volunteers or staff members to record videos from events or while in the field for you to use across all promotional channels. Such videos provide potential members with a sampling of what your organization is all about. 

Utilize Instagram Stories

Volunteers want to see who your organization really is, what you do and what you stand for. A social platform like Instagram allows them a more personal, informal look into your nonprofit. Instagram Stories, debuted in 2016, allow brands and organizations to share episodic content by quickly uploading engaging snapshots for your organization. These stories are available at the top of followers’ feeds for 24 hours and later via the story highlights section of your profile.

Leverage Google Ad Grants

Google for Nonprofits allows you access to additional bonuses such as running ads across their platform to ask for donations, recruit volunteers and share your organization’s mission with a bigger audience. Another feature available is Google Ad Grants, allowing you to purchase Google Ads online advertising through a grant worth up to  $10,000 every single month for qualifying organizations.

Google Ad Grants give you the ability and resources for your ads to reach a wider audience anywhere in the world. Whether you want to reach local volunteers or donors worldwide, you can reach people looking to get involved with a nonprofit exactly like yours. There is also a tracking and reporting tool associated with the platform so you can see which ads recruit volunteers, drive donations and build overall awareness.

Implement any of these digital marketing strategies for your nonprofit and see the ease and speed at which they seamlessly integrate into your current marketing strategy. They are affordable, effective and sure to raise additional awareness of your organization’s mission.


Matt Reid, CMO at EZ Texting

Last modified on Wednesday, 04 September 2019
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