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Unfortunately, in today’s world, being passionate about philanthropy is not enough. Even if your nonprofit thinks it’s worth funding, it doesn’t mean much if it can’t effectively market itself to the world. It’s the CEO’s duty to lay the foundation for the nonprofit and make sure the organization has everything it needs to be successful.
Since 1994, nonprofit failure rates have ranged from 49% to 77%, according to IRS data. To avoid falling into this statistic, you need to secure new donors and manage your current donor relationships. The best way to do so is to focus on nonprofit marketing.
To get your nonprofit off the ground, let’s outline the first four major steps every CEO should take when building an organization and setting it up for great marketing in the future.
Create effective landing pages
Nonprofits often use calls to action within their ads to direct potential donors to their website. No matter how great your outside marketing materials are, you’re going to lose a lot of potential donors if you direct people to ineffective landing pages.
A CEO’s top priority when starting to think about marketing for a nonprofit is always to create a great landing page. These will be most people’s first point of contact with the organization. High-converting donation landing pages have a few key things in common.
- Empirical Impact – Share statistics and anecdotes that show the value your donation brings. Quantifying donations in terms of their real-world impact helps visualize why donors should subscribe to the nonprofit’s cause.
- Urgency – Creating a sense of urgency will encourage people to donate as soon as possible.
- Empathetic Appeal CTA – Nonprofits rely on charitable donations and donors provide financial support with little in return. With this in mind, the best way to engage with your audience is to end with her CTA that connects with them on an emotional level.
There’s a reason most charity ads end with lines like “X Cause Needs Your Help.”
All future marketing materials you create will link to these landing pages. With that in mind, you should do everything you can to effectively grab people’s attention.
Create a wide social media presence
According to Backlinko, 83% of individuals over the age of 13 in the US have at least one social media account. In fact, the global average shows that people have around 8.4 accounts on various social platforms. In our digital age, your nonprofit will miss out on a lot of potential traffic if it doesn’t have a presence on these leading sites.
Social media for nonprofits provides an opportunity for organizations to connect with donors, share information about their cause, and promote ongoing fundraising events. US Citizen He spends about two hours per day on social media, so it’s important to engage with these sites.
One of my top priorities as a CEO is setting up social media accounts and using them as information hubs.
Optimize the base website
The non-profit organization’s website has all the information donors need to understand their purpose and why they should donate. From case studies to impact reports, donors will find it a treasure trove of information. Over the past decade, 58% of US nonprofits increased the amount of information they provide on their sites to appease donors under investigation.
Continually improving the base site ensures that new donors who visit your page have all the information they need to convince them to commit to donating to your cause. .
One way to test how effective a particular user pathway or site design design is is to run an A/B test on your site. Google conducted the famous “Shades of Blue” experiment. We used 50 different shades to see which buy buttons generated the most clicks. In a series of A/B tests, Shade, who ultimately won, increased conversions significantly, bringing in his $200 million in additional revenue for the company.
These improvements will take time, so CEOs should start testing these non-profit websites as soon as possible.
As a bonus tip, you can also run A/B tests on your landing pages to ensure that you’re getting potential donors as effectively as possible.
Collecting donor data for segmentation
Effective communication with donors begins with personalization. As nonprofits start to grow, they can no longer manage their donors individually. Instead, users should be segmented into groups that share similar demographic or psychological characteristics.
Personalized marketing is highly effective in the nonprofit world, with 55% of donors saying they would give more in exchange for a personalized experience. To effectively market to donors, CEOs need to lay the groundwork to ensure data is available.
Early in development, you should integrate a data-driven tool that captures and stores donor information. Collecting demographic data allows us to be more specific with our user segments when launching personalized marketing campaigns.
Again, time is an important factor. The sooner this data-conscious network is built, the sooner nonprofits can benefit from this world-class marketing technique.
The social climate of nonprofits is difficult for any CEO. Unlike traditional marketing, we don’t give away products in return. Collecting charitable donations is notoriously difficult. As such, effective marketing for nonprofits is critical to their success.
Instead of diving into advanced nonprofit marketing strategies, focus on the basics. By streamlining contact points with donors and creating data collection methods, you increase your chances of building a successful startup by preparing for future success.
CEOs should have all of these basics to give themselves, their organizations, and all future volunteers the best chance of making a difference.
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