In previous installments of our Nonprofit Blog Series, we covered how nonprofits are managing the challenges of 2020 via adaption, virtual events and brand awareness. We’ll close things out in this fourth and final blog with three global takeaways that the nonprofits we spoke with are keeping front of mind as they innovate new ways to attract donors and market their causes during COVID-19.
It’s important to understand that not all people (including former patrons) have the means to donate right now. With that in mind, utilizing your organization’s social media channels and platforms to educate the public, rather than nagging them for money 24/7, is a strong play – it will keep your stakeholders engaged and provide comfortable ways to spread your brand (most people are way more eager to share, say, a funny infographic or meme vs. a fundraising link).
Instagram features like IGTV, Reels, and animated posts are engaging and simple ways to educate donors and individuals on your organization’s mission. Lean on a variety of video content – Expert Corners, Weekly Highlights, Volunteer Spotlights, etc. – to show your nonprofit is adaptive and appealing to different audience segments.
ASERT, an organization devoted to providing resources to the Autism community, took that route, choosing to develop animated assets for social with the objective of spreading critical information about preventing COVID-19 to their stakeholders:
Fundraisers such as Bowling Nights, Galas, and organized runs/walks have historically been the main sources of annual donations for nonprofits. The COVID-driven cancellations of these in-person events have impacted many nonprofits’ efforts to stay afloat. For many of these organizations, shifting to virtual events is a must, and that requires innovation and strategy (two things nonprofit organizations are very familiar with).
In order to create a successful virtual event that will both raise money and increase brand awareness, nonprofits must focus on delivering pre-show, in-show and post-show assets for participants and donors. This takes a combination of creative storytelling, intriguing digital content, and a physical component.
While many industries have dialed back their paid advertising spends, we caution non-profits to take another look at this option. Paid advertising allows for a more targeted approach when marketing an organization. There may be a new audience your nonprofit wants to tap into and segmented ads on platforms such as LinkedIn make that possible at reasonable price points. Consider putting some money behind your most compelling assets – animations, banners, videos, or infographics – including a call to action, and track the campaign’s efficacy. You may be surprised at the ROI (and that’s on top of a bump in brand awareness).
Paid advertising increases website traffic more than organic advertising by keeping your organization at the top of search results allowing potential donors and volunteers quicker access to your website and social media. Successful paid advertising implements an analytical process that finds the best keywords and keyphrases allowing ads to perform higher and increase traffic.
Bring It All Together:
Together, these insights emphasize and support a common theme: increasing brand awareness. Increasing your organization’s brand awareness will help promote your mission, and distinguish you from others in your category.
If you and your organization are interested in expanding your brand awareness through strategic campaigns, please visit our contact page – we’d love to learn more about how you help others so we can get an opportunity to help you.