Digital marketing is the most cost effective way of reaching the largest audience possible. Better digital experiences help to increase conversions, grow your supporter base and keep donors engaged. There are many channels to suit your needs with lots of juicy metrics to measure but what will work best for you? Setting goals is the easy part – putting together the digital strategy to achieve them however… that’s where we can help.
More than likely, your website is the focal point of your digital presence. It needs to be easy to navigate, accessible and function well across all devices. Keep your content fresh and tell emotive stories. Use your website to showcase your values, highlight your causes, demonstrate impact and encourage people to donate. 60% of donors report visiting a website before making a donation so it’s important to make an impression with strong and empowering calls to action. Don’t forget to make use of analytics tools, like Google Analytics, to track visitor behaviour and monitor conversions. See what works, what doesn’t, and keep improving.
Use email to communicate with supporters on a personal level and nurture your relationship. Make sure you have a welcome journey set up to onboard and engage new supporters – set their expectations and start to build trust. Send thank you emails after transactions or achievements to show your gratitude and make your supporters feel valued. Be transparent and keep them informed with newsletters and reports – show them how their contribution helps deliver impact. Segment your supporters by their actions and interests then target your appeals and email campaigns based on these segments. Be sure to include dynamic content, tailoring your emails for each individual.
SEO & PPC
With almost 170,000 charities registered with the Charity Commission there’s lots of competition for space and attention. SEO is the process of optimising your content to improve your website’s visibility in the organic search results. Make sure your charity ranks high up the page for keywords relevant to what you do. This helps you appeal to people already interested in your cause and thus more likely to engage. You could also use PPC and Google AdWords and place small text ads at the very top of the search. Again, the same keyword logic applies so think about the various keywords and phrases people might use to search for you. Read more about how you could get $10,000 a month in free Google AdWords Grants.
Social media adds value to your digital strategy for a number of reasons. Take the opportunity to interact with supporters – involve them, encourage them to help raise awareness and to become brand advocates. Have conversations, connect people to causes and raise awareness. Use hashtags in a similar way to keywords to link your content to specific searches, discussions or initiatives of interest. Take advantage of social analytics to send highly targeted adverts to an individual’s timeline or news feed.
The percentage of people using smartphones grew from 44% in 2012 to 72% in 2016. People are increasingly glued to their phones and the capabilities of those devices continue to evolve so responsiveness and optimisation are key. Does your website function properly on tablets and mobiles? Do your emails render correctly? It’s possible to donate via text and some charities even have their own apps. Consider these avenues and use your creativity to improve your donor experience in new and interesting ways.
Get in touch
Get in touch if you’d like our help auditing your current digital strategy or devising and implementing new ways to acquire and engage supporters. Great donor experiences are made possible by well-planned and executed digital strategies. We can work with you to increase and reinforce your digital presence to inspire and mobilise your supporters.
Alex is a Digital Content Coordinator at Copper