Staying ahead of the ever-changing digital marketing landscape can be a challenge if you’re not sure what to look for and don’t have the funds to hire an in-house social media specialist. Facebook and other social media platforms are continually updating their algorithms and policies. Before you know it, your top digital marketing strategy no longer garners the same engagement.
This can present a significant problem for non-profit organizations. Many non-profit organizations run on small budgets with limited resources. Very few, if any, non-profits are able to direct resources toward figuring out the latest digital marketing techniques.
But, don’t worry. We are experts at online marketing for non profits. We’re here to help and have compiled a list of our top digital marketing tips and tricks for non-profit organizations in 2018.
1. Apply for a Google Ad Grant
Through Google Ad Grants, qualifying non-profit organizations are eligible to receive up to $10,000 worth of in-kind advertising from Google AdWords every month. Currently, over 35,000 nonprofits participate in the Google Ad Grant program which is a fairly small number when you consider that there are over 1.5 billion nonprofit organizations in the United States.
Whether you are a new or existing recipient of a Google Ad Grant, there were a couple big changes made to the program at the beginning of 2018 that you need to know.
First, any campaigns you set up using “Maximize Conversions,” an automated bidding strategy within AdWords, will not be subject to the $2.00 cap on cost-per-click (CPC). In the past it was very difficult for small nonprofits, who couldn’t afford to supplement their AdGrant with other funding, to purchase relevant, high-yield keywords.
Second, your click-through-rate (CTR) must remain above 5% to keep your Ad Grant. With the elimination of the $2.00 CPC cap, it should be easier to increase your CTR by focusing on keywords with high-quality scores.
Other, less significant changes include a new geotargeting requirement and the inability to buy branded keywords unless you own them. Even with the more stringent guidelines, getting an Ad Grant from Google is one of the best digital marketing techniques for non-profits this year.
2. Facebook for Non-Profits
The tools available on Facebook go far beyond simply having a page and creating events for your organization. A few of the additional tools you may have access to as a non-profit organization on Facebook include Insights, Workplace, Ads, and of course, Fundraising.
Insights can help you better understand how people interact with your page and posts. With this information, you can quickly identify what resonates with people and where you can improve.
Additionally, don’t forget to upload any donor or contact lists to Facebook. This helps Facebook to target your ads to people who already have a connection with your organization.
3. Google for Nonprofits
AdGrants is just one of the tools available from Google for Nonprofits. In addition to helping nonprofits with advertising, Google offers G-Suite for Nonprofits and a YouTube Nonprofit Program. With G-Suite, you can manage everything from email to data storage for your organization.
The YouTube Nonprofit Program makes it simple to create videos that help tell the story of your organization and show the impact you are making around the world. YouTube for Nonprofits includes access to YouTube Creator Academy, where you can learn tips and tricks for creating effective video content.
4. Giving Tuesday
Imagine a giving movement with the power to raise $274 million dollars, from 2.4 million donors, in 24 hours. The global movement known as Giving Tuesday achieved this on November 28, 2017. Started in 2012, Giving Tuesday is a collaborative, social media-driven campaign that takes place on the Tuesday following Thanksgiving to encourage giving across the globe.
When you sign up to participate in Giving Tuesday, your organization will be provided with a complete toolkit to encourage success. Additionally, you will have the opportunity to connect with other organizations and participate in civic campaigns run by giving Tuesday.
As you look forward to your 2018 digital marketing strategy, make these tips a priority.
- Get a Google Ad Grant
- Use Facebook for Nonprofits
- Use Google for Nonprofits
- Participate in Giving Tuesday on November 27, 2018
With over 50 years of marketing campaign experience, at Ballantine, knowing the most effective marketing strategies is our business. We understand that the marketing strategies nonprofits need to be successful will necessarily differ from the strategies used by for-profit businesses. To learn more about how Ballantine can help your nonprofit with digital marketing, contact us today.
I'm the Director of Digital Services and Partner at Ballantine, a family-owned and operated direct mail & digital marketing company based in New Jersey. and started in 1966 by my great uncle!
