By Igor Holt

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.

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