As you may have seen, the typical marketing and non-marketing ads are a world apart as they are completely different. If you look closer, the most basic difference you will notice is in the goals. The goals of ecommerce or for-profit organizations are very obvious and straightforward but for nonprofits, their marketing goals which are aimed at elements other than making sales, can be more complicated and challenging. Here are some of the most common goals of nonprofit marketing:
Gathering donations, monetary or otherwise
Spreading awareness
Building follower base
Recruiting volunteers
Promoting an event
Encouraging involvement
Nonprofit marketing is complex because it’s goals are attached to a mission. Doing nonprofit marketing exposes you to a perennial challenge to continuously improve, reach more people, and make a bigger difference day after day. These goals may seem unreachable but if you know exactly what you want, you’ll be able to get a good grasp at them. It will also allow you to see what strategies are working so that you can focus on these and be able to keep your marketing not only effective but cost-efficient as well.
Make all these possible and right the first time with help from experienced digital marketing services.
Proven Strategies for Making Successful Nonprofit Marketing Ads
As you may have already realized, nonprofit marketing ads are different from product ads because of what it wants to accomplish. You should be able to measure its effectiveness so that you will know where you stand in comparison to your goals. The assistance of a trustworthy provider of digital marketing solutions can help you make these tasks easier.
To be able to start right, here are a few nonprofit marketing strategies you may consider:
1. Appeal to People’s Emotions
Generally, appealing to people’s emotions really does wonders to any type of marketing. As far as nonprofit marketing ads are concerned, if you succeed in touching people’s emotions, consider half of your organization’s mission accomplished.
Doing it is quite easy because you can always find real individuals who can share their stories and testimonials to give people a reason to get involved.
Emotions of Urgency?
When you make an appeal and you need people to act sooner than later, you are appealing to people’s emotions of urgency. This approach works in a majority of cases, but you must avoid faking it as it can tarnish your organization’s reputation. Just be real and present facts that need urgent action. If your story touches people’s emotions, you’ll certainly get an overwhelming response – and more people would want to learn about your organization.
2. Make Clear Calls to Action
In order to know if your ads are giving you the results you want, you should be able to track how your audience interacts with them. But there’s one thing that you need to accomplish to make your ads serve their purpose: For each of your ads, focus on your goals and let your ads lead people to those goals through clear calls to action.
Here are some calls to action you can use:
“Donate Now” – if you want people to offer money or goods
“Learn More” – If you want to give more information about a subject
“Join Us” – If you want people to follow you or volunteer for a cause
Persuading people to act is not the end of your task. Because you asked them what to do, you must be sure to take them to a landing page that allows them to do what you want them to. Be sure to make your landing pages ready before publishing your nonprofit ad.
3. Make Donation Easy for Your Audience
As a sponsor of a nonprofit ad, you may not be selling a product, but you may be soliciting for donations. Whether you are leading a fund drive or soliciting funds for an urgent humanitarian need, nonprofit marketing can really help to make people aware of your need for donations.
To be effective with your drive for funds, you need to make it easy for people to donate. Introduce as many ways to donate as possible.
Make it possible for potential donors to donate money via PayPal, credit card, and other payment methods
For people who prefer to send check donations, give them a clear and exact address of your organization’s address
Give your visitors an opportunity to signup for your Newsletter
4. Gather Followers
At times, nonprofit marketing may need some immediate action but it isn’t always the case. Nonprofit marketing is focused more on long-term relationships with its audience. When you create your marketing ads, be sure to emphasize how people can join your mission so that they can align their choices with yours.
You can make this possible by gathering email addresses from your site visitors. But be sure to make people understand your advocacy by dedicating a section in your website where people can see your organization in action.
Make this dedicated page more visible to your targeted audience by including links of that page in your social media accounts. Don’t forget to fill your social media page with pictures or videos that show what you and your fellow members do for the mission.
Always make it a point to emphasize your advocacy and why you’re doing it. It will certainly touch the emotions of people who have a soft heart for that aspect in life and give you more followers. Keep your pages updated with your group’s latest events and activities to make people know your account is active.
5. Utilize Ad Grant Programs
Ad grant programs are opportunities granted by big and popular websites to nonprofits to allow them to advertise at a reduced price or for free. There’s a lot of websites that offer nonprofits a chance to get their message across the internet for free, but the most popular ones include:
Google Ad Grants – If you can qualify, this opportunity from Google allows your nonprofit organization to avail of a limited yet sufficient number of search ads for free. Browse Google’s Ad grant site to learn how your organization can qualify for this opportunity.
Twitter for Good – This program from Twitter offers free ads and marketing campaign support to nonprofits whose aim is to strengthen communities for the benefit of the majority. It’s areas of focus include internet safety and education, freedom of speech and civil liberties, equality, environmental conservation and sustainability, and crisis and emergency response.
By the looks of it, nonprofit marketing seems complicated because of its huge goals with limited initial resources. In its early stages, you need to tackle a lot of barriers like lack of attention, recognition and support from individuals and organizations. But when people realize that you have a great story and noble advocacies and goals, marketing will get easier. You may also use digital marketing solutions to bring your campaigns to the right parties.
If you are a nonprofit organization, you don’t have to go through difficult times before you get recognized. Market your organization smartly with help from able digital marketing services professionals like Muzeum Marketing. We care for your success.
Call us at (321) 341-9090.
