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  • Writer's pictureNonprofit Learning Lab

5 Key Marketing Factors Every Nonprofit Should Use to Get More Online Engagement

Updated: Jun 9, 2023

This is a guest blog from Adora Drake Marketing

Whether you are a small community organization or a large nonprofit, marketing is key to getting more engagement from your target audience. The right mix of marketing tactics can help you reach new donors, volunteers, ambassadors, and build a stronger base of support.

It's important to understand that online marketing for nonprofits can be a little different than for-profit businesses. For one, nonprofits are often competing for attention and donations against other similar organizations. Additionally, nonprofits often have a more complex message to communicate than some businesses.

The right online marketing strategy will take into account these unique challenges and tailor a plan that fits your organization's needs. With that in mind, here are five key marketing factors every nonprofit should use to get more online engagement:

1. SEO (Search Engine Optimization)

Many people begin their online search for a nonprofit by entering keywords into a search engine. In fact, websites that rank highly in search engine results pages (SERPs) tend to get more traffic and engagement than those that don't. That's why it's important to optimize your site for key search terms related to your organization.

There are a number of ways to improve your site's SEO, including optimizing your site's content, structure, and code. You can also use off-site SEO tactics like link building and social media promotion.

2. Content Marketing

Content marketing is all about creating and sharing valuable content that helps your target audience solve a problem or meet a need. This can be in the form of articles, blog posts, infographics, videos, or any other type of content.

When creating content, be sure to include keywords and phrases that your target audience is searching for. This will help your content rank higher in search engine results and get more exposure. Additionally, make sure your content is shareable and easy to consume. This will help it spread virally and reach a larger audience.

3. Social Media Marketing

Social media is a powerful platform for nonprofits, allowing you to connect with potential supporters and build relationships. When used correctly, social media can help you raise awareness for your cause, recruit volunteers, and solicit donations.

To get the most out of social media, it's important to have a strategic plan. This should include which platforms you'll use (Facebook, Twitter, Instagram, etc.), what kind of content you'll share, and how you'll measure success. Additionally, consider using social media advertising to reach a larger audience and promote specific campaigns.

4. Email Marketing

Email is still one of the most effective marketing channels, especially for nonprofits. That's because it allows you to build relationships with individuals and keep them updated on your work. It's also a great way to encourage donations and drive traffic to your website.

To get started with email marketing, you'll need to build a list of subscribers. You can do this by including an email signup form on your website and promoting your newsletter through social media and other channels. Once you have a list of subscribers, you can start sending them regular updates, special offers, and other relevant information.

5. Online Advertising

Online advertising is another great way to reach new supporters and promote your nonprofit. There are a variety of different advertising platforms you can use, including Google AdWords, Facebook Ads, and LinkedIn Ads. When creating your ad campaigns, be sure to target your ads specifically to your target audience. You should also include relevant keywords and phrases to ensure your ads are shown to people who are interested in what you do. Additionally, make sure your ads are well-designed and include a strong call to action.

Final Thoughts

Engaging potential supporters online can be a challenge, but it's one that's well worth the effort. By using the strategies outlined above, you can reach a larger audience, build relationships, and increase donations. It's all about finding the right mix of tactics and using them to achieve your specific goals.


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