3 STEPS TO UNDERSTANDING NONPROFIT MARKETING
First things first, a sound digital marketing strategy should go hand in hand with a great marketing strategy and good business model. Now lets begin.
For starters, digital marketing is a very dynamic field both vertically and horizontally speaking but today we’re going to simplify it drastically without losing any of the good stuff.
So here we go!
Digital marketing for nonprofits can be broken down simply into three categories: Traffic, Conversions and Analytics as seen below.You’re probably asking “How does this make anything clearer?” well, let's walk through this together. Let's say you’re using strategy X to generate traffic to your website, then have a form on your website for that person to fill out and look, you’re already half way through to analytics! So finally, when the person fills out the form they go into your database system. Well, that’s all about there is to it.
understanding nonprofit marketing
Understanding, studying and constantly improving theses three pillars is what separates a novice digital marketing from the digital marketing master. All that digital marketing does is help your nonprofit achieve a goal, that is all. Everything other than that is a variable. For example; you can get traffic to your website from a myriad of sources such, but not limited to referral traffic, paid search traffic, social media traffic… The list goes on and on. The same concept is true for both Conversions section and the Analytics section. Understanding this is vital to understanding the following concepts.
To expand on this concept we’re going to classify things a bit more as seen in the image below:
visual aid for nonprofit consultant resources
As you can see, we’ve divided the traffic sources into five categories; Referrals, Social Media and Email, Organic Search, Paid Search, Paid Social. This makes it easier to understand the following concept we’re going to dive into, however before that let's take a look at these five traffic sources.
Referral traffic is any directory like yelp or yellow pages.
Social Media and Email traffic comes from sources like facebook and linkedin.
Organic traffic comes from people either:
Searching your exact business name into the tool bar or
Searching a relevant word or keyword into the search bar
Paid Search is from sources like adwords and bing ads
And lastly paid social, which can come from facebook, twitter, linkedin, ect.
All of these traffic sources are valid for both for and nonprofit marketing because they lead us into the Conversion category. Here it’s all about the sales mark of the marketing more than ever. You want your website to be like your business location, clean, organized and attractive to the potential clients. Following this is the last step; analytics. With analytics we are able to see vasts amounts of information, however it first has to be installed along with other softwares to properly collaborate. Once it’s fired up however, you just need to use it.
Using analytics is a whole skill in itself, however simply put you’re just looking for the simplest tweaks you can make to increase the conversion percentage. We will get into analytics at a later time and have a dedicated article just on it.
As as child I always grew up with spirit of giving back .but as a child I couldn't understand why I had this urge to give back .seeing someone suffering or in need of something I had use to break my heart into a million pieces .growing up the spirit and the love of giving developed even more I wanted to give more to the needy,if it wasn't my time,love or patients I just wanted to give back .I wanted people especially children to have the childhood I had and even more .seeing a child suffering and begging for food and love Brocke me apart .At the age of 18 I had a strong dream to start my own foundation,it was not about the money nor the fam but simply giving back .I wanted to see that smile on that little girls face when she got a new Christmas dress and a doll for a birthday present.I wanted that little boys dreams coming true of being a soccer star,I had no .idea how was this going to be possible but all I knew that the Lord shall provide.I just did not have a passion of working for someone else ,helping fulfil that person's dreams what about my own dream I use to think ,one thing I was determined to do was to fulfil my own dreams .dreams of seeing the smiles and laughter of those unfortunate.I wanted to say at the end of every success,I. saved a thousand lives and I fulfilled a millions dreams and that alone would make me a millionaire winnings over the lives of .those forgotten and deserted souls .that alone would make me go to bed with a smile on my face.
By odwa mgwatyu
“Instead of sitting at home and being discouraged I decided to volunteer with organisations near my home assisting them with administration work and reading programs for the children.” Lebo, volunteered 24 hours
Coca-Cola and the Global Shapers Community of The World Economic Forum featured our company (The Social Collective) and our founding story. Read more here (copy and paste the link): http://www.coca-colacompany.com/stories/sustainability/2016/grants--handouts-or-a-hand-ups-for-social-entrepreneurs
The Volunteer experience created by The Social Collective helped me a lot. It was great fun and inspirational experience which I’ve learned a lot from. It helped me acquire a scholarship (after) I added the experience to my CV
~ Given Mashaba, The Social Collective Ambassador, Tshwane
“Volunteerism is a source of community strength, resilience,
solidarity and social cohesion. It can bring positive social
change by fostering respect for diversity, equality and the
participation of all. It is among society’s most vital assets.” ~ Ban Ki-moon
Kagiso Mac Mashilo, CEO of Youth Development and Green Economic Forum, and a motivational speaker. Uses Tshwane Free WiFi everyday to build his career. We discovered Kagiso with a client project in Tshwane