By Jihan Sari Monday, March 15, 2021 strategy Marketing strategy for a charity and nonprofit organization - Doxee ersamoyor.blogspot.com LinkedIn Twitter Facebook <desc /> <defs /> <g fill="none" fill-rule="evenodd" id="Page-1" stroke="none" stroke-width="1"> <g fill="#ff6900" id="Icons-AV" transform="translate(-42.000000, -171.000000)"> <g id="video-youtube" transform="translate(42.000000, 171.000000)"> <path d="M18,0.4 C17.4,0.2 13.7,0 10,0 C6.3,0 2.6,0.2 2,0.4 C0.4,0.9 0,4.4 0,8 C0,11.6 0.4,15.1 2,15.6 C2.6,15.8 6.3,16 10,16 C13.7,16 17.4,15.8 18,15.6 C19.6,15.1 20,11.6 20,8 C20,4.4 19.6,0.9 18,0.4 L18,0.4 Z M8,12.5 L8,3.5 L14,8 L8,12.5 L8,12.5 Z" id="Shape" /> </g> </g> </g> </svg> YouTube </a> </li> </ul> </nav> <div id="tasty-burger" class="menu-toggle" aria-controls="primary-menu" aria-expanded="false"> <span></span> <span></span> <span></span> <span></span> </div> </div> </header> <div class="wrapper"> <div data-vc-full-width="true" data-vc-full-width-init="true" class="vc_row wpb_row vc_row-fluid hero wpb_animate_when_almost_visible wpb_fadeIn fadeIn vc_row-has-fill " style="position:relative; background: #d8d8d8 url(https://www.doxee.com/wp-content/uploads/2021/03/marketing-strategy-for-a-charity.jpg) !important; background-position: center !important; background-repeat: no-repeat !important; background-size: cover !important;"> <div class="wpb_column vc_column_container vc_col-sm-12"> <div class="vc_column-inner frame"> <div class="wpb_wrapper"> <div class="vc_row wpb_row vc_inner vc_row-fluid"> <div class="wpb_column vc_column_container vc_col-sm-5"> <div class="vc_column-inner"> <div class="wpb_wrapper"> <div class="wpb_text_column wpb_content_element "> <div class="wpb_wrapper"> <h1>The importance of a marketing strategy for a charity and nonprofit organization</h1> </div> </div> </div> </div> </div> <div class="wpb_column vc_column_container vc_col-sm-7"> <div class="vc_column-inner"> <div class="wpb_wrapper"></div> </div> </div> </div> </div> </div> </div> </div> <div class="container mb65"> </div> <div class="container has-triangle-fill"> <div class="frame" role="main"> <div class='vc_row wpb_row vc_row-fluid wpb_animate_when_almost_visible wpb_fadeIn fadeIn'> <div class='wpb_column vc_column_container vc_col-sm-12'> <div class='vc_column-inner '> <div class='wpb_wrapper'> <p id="breadcrumbs"><span><span><a href="https://www.doxee.com/">Home</a> / <span><a href="https://www.doxee.com/blog/">Blog</a> / <span><a href="https://www.doxee.com/blog/category/digital-disruption/">Digital Disruption</a> / <strong class="breadcrumb_last" aria-current="page">The importance of a marketing strategy for a charity and nonprofit organization</strong></span></span></span></span></p> </div> </div> </div> </div> <div class="vc_row wpb_row vc_row-fluid wpb_animate_when_almost_visible wpb_fadeIn fadeIn"> <div class="wpb_column vc_column_container vc_col-md-12 vc_col-lg-8"> <div class="vc_column-inner "> <div class="wpb_wrapper"> <article id="post-9880" class="post-9880 post type-post status-publish format-standard has-post-thumbnail hentry category-digital-disruption"> <img class="type:primaryImage hidden lazy" data-src="https://www.doxee.com/wp-content/uploads/2021/03/marketing-strategy-for-a-charity.jpg"> <div class="entry-content content"> <div class="at-above-post addthis_tool" data-url="https://www.doxee.com/blog/digital-disruption/marketing-strategy-for-a-charity-and-nonprofit-organization/"></div><p><b>Marketing strategy for a charity and nonprofit organization </b><span style="font-weight: 400;">is the use of marketing tools by a nonprofit organization in pursuit of a variety of goals, which can range from </span><b>promoting the organization and its message to fundraising, encouraging membership, engaging volunteers, and driving political or social change.</b><span style="font-weight: 400;"> </span></p> <p><span style="font-weight: 400;">Marketing is as important for non-profits as it is for businesses, but the target audience is potential </span><b>donors and volunteers</b><span style="font-weight: 400;">, not potential consumers, and the challenge is to convince your audience</span><b> to donate money without necessarily getting anything tangible in return</b><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;"> </span><span style="font-weight: 400;">In this post, we will try to explain why, in the new normal determined by COVID-19, </span><b>marketing is so important for nonprofit organizations</b><span style="font-weight: 400;"> and why</span><b> its integration in the overall strategy</b><span style="font-weight: 400;"> of all available resources, online and offline, is the best answer. We’ll also try to identify which</span><b> digital solutions</b><span style="font-weight: 400;"> are worth investing in today. </span></p> <p> </p> <h2><b>Digital integration in marketing for charities and non-profits </b></h2> <p><b>The non-profit “market” is becoming more and more crowded</b><span style="font-weight: 400;">. In the wake of various situations of suffering and discomfort around the world, the causes that demand attention and need immediate action, both national and international, seem to multiply every day.</span></p> <p><span style="font-weight: 400;">In addition, the </span><b>spread of COVID-19</b><span style="font-weight: 400;"> has profoundly influenced the way that marketing strategy for a charity and nonprofit organization can be practiced. Think, for example, of the <a href="https://www.doxee.com/blog/digital-marketing/non-profit-associations-for-medical-research/" target="_blank" rel="noopener">boom that has hit nonprofit associations for medical research</a>, or the way that the <a href="https://www.doxee.com/blog/marketing/best-tool-online-foundraising-for-nonprofits/" target="_blank" rel="noopener">tools for online fundraising have changed</a>. </span></p> <p><span style="font-weight: 400;">In such a context, it may seem outdated that much of the fundraising for many nonprofits is done primarily using traditional sales and marketing techniques, such as face-to-face collection. The latter, for example, which seems to work in the short term, may have a long-term impact on trust — and not necessarily a positive one. </span></p> <p><span style="font-weight: 400;">Choosing to reduce or eliminate face-to-face (f2f) personal contact may in fact allow you to </span><b>move beyond single-touch</b><span style="font-weight: 400;"> (“street” or “door-to-door”) fundraising, leaving ample room to focus instead on </span><b>an online-offline campaign designed to get leads and qualified donors</b><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">While these channels continue to prove effective for some segments, in order to</span><b> intercept the emergencies, sensitivities, and needs of different donor pools</b><span style="font-weight: 400;">, new measures and initiatives are needed to achieve greater </span><b>transparency and personalization</b><span style="font-weight: 400;">. </span><b>Digital integration</b><span style="font-weight: 400;"> thus inevitably ends up being on the to-do list for most nonprofit organizations. </span></p> <p> </p> <h2><b>Digital marketing strategy for a charity and nonprofit organization: Social, email, video </b></h2> <p><span style="font-weight: 400;">According to McKinsey, when things return to “normal,” </span><b>75% of users who have gone digital </b><span style="font-weight: 400;">in these last few months of lockdown and social distancing </span><b>will surely continue to use the new tools</b><span style="font-weight: 400;">. In contrast, it seems highly unlikely that offline consumption will grow to pre-COVID-19 levels. </span></p> <p><span style="font-weight: 400;">The truth, however, is that many third sector practitioners conceive of digital as simply a support for traditional channels. Yet </span><b>integrating digital into the marketing and communications plan</b><span style="font-weight: 400;"> can increase the effectiveness of other channels, helping reach the potential of each within a </span><b>multi-touchpoint fundraising funnel</b><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">Some organizations, also aided by the emergency produced by the crisis, have taken the opportunity to begin a </span><b>digital transformation</b><span style="font-weight: 400;"> that has led them to develop more flexible methodologies and tools. The pandemic has given a big push toward </span><b>diversifying revenue streams and supporter segments</b><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">At the same time, it has accelerated processes that had already begun to modernize the communication methods of organizations, who are increasingly forced to move in </span><b>an almost exclusively digital scenario</b><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">What are the most </span><b>effective digital solutions</b><span style="font-weight: 400;"> that nonprofit marketing is learning to master? </span></p> <p> </p> <h3><b>Social media marketing </b></h3> <p><b>Social media marketing</b><span style="font-weight: 400;"> allows nonprofits to share their messages globally and locally to target profiled audiences and respond quickly to emergencies. Social media offers nonprofits many benefits: </span></p> <ul> <li style="font-weight: 400;" aria-level="1"><b>Promote awareness</b><span style="font-weight: 400;">: Communicate the mission and new initiatives, campaigns, and issues, reaching the people who need support </span></li> <li style="font-weight: 400;" aria-level="1"><b>Build community</b><span style="font-weight: 400;">: Grow the base and recruit potential volunteers, speakers, supporters, and mentors. They create channels and groups where people can interact, share resources, and stay informed about issues of interest</span></li> <li style="font-weight: 400;" aria-level="1"><b>Motivate to action</b><span style="font-weight: 400;">: Encourage people to participate in concrete initiatives (such as sit-ins, marches, protests, marathons), lobby politicians to adopt certain policies, and organize fundraisers </span></li> <li style="font-weight: 400;" aria-level="1"><b>Make an impact through sharing</b><span style="font-weight: 400;">: They build an engaging narrative by celebrating victories both large and small, celebrating the contributions of every volunteer and donor, and communicating campaign results in real time </span></li> </ul> <p> </p> <h3><b>Email marketing </b></h3> <p><b>Email marketing</b><span style="font-weight: 400;"> is not only effective in supporting the business of large and small companies, it is also an extremely useful tool for non-profit organizations. Email marketing can make an important contribution in contacting and involving people through </span><b>direct outreach</b><span style="font-weight: 400;"> that is spaced out over time. </span></p> <p><span style="font-weight: 400;">Email marketing for nonprofits: </span></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Helps keep the workload under control </span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Activates contact with all selected recipients through a minimum flow of operations </span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Develops a donor base (distinguishing different degrees of “loyalty” within it) </span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Expands the reach of initiatives by reaching more recipients in less time </span></li> </ul> <p><span style="font-weight: 400;">With the lack of time (and sometimes limited resources) faced by most employees (often volunteers) of nonprofit organizations, email marketing is one of the best ways to</span><b> open and maintain a channel with supporters</b><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">Moreover, through email, it is possible to </span><b>communicate the results achieved to donors</b><span style="font-weight: 400;">, in terms of the impact of the donations collected, and </span><b>show the organization’s appreciation and gratitude</b><span style="font-weight: 400;">. </span></p> <p> </p> <h3><b>Video marketing </b></h3> <p><span style="font-weight: 400;">Video, in its various forms, is confirmed as one of the most used resources within the content strategy of brands and institutions. According to the latest Wyzowl survey (2021 edition) for </span><b>93%</b><span style="font-weight: 400;"> of marketers involved, videos are a fundamental part of their strategy. </span></p> <p><span style="font-weight: 400;">They constitute a powerful tool that: </span></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Is used more and more with each passing year (the number of companies using video as a marketing tool has increased by </span><b>41%</b><span style="font-weight: 400;"> since 2016); </span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Hits the target of increasing understanding of products and services among potential and existing customers (</span><b>94%</b><span style="font-weight: 400;"> of people surveyed have watched an explainer video to learn more about a product or service). </span></li> </ul> <p><span style="font-weight: 400;">The unprecedented events of 2020 have profoundly affected the supply and demand for video, so much so that: </span></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">91% of marketers believe video has become even more important for brand communication </span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">68% of consumers say the pandemic has affected the amount of video content consumed online, and the vast majority (96%) say the amount has increased </span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">86% of video marketers say video has increased traffic to their website </span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">94% of video marketers say video has helped increase users’ understanding of their product or service </span></li> </ul> <p><span style="font-weight: 400;">Video also continues to have</span><b> exceptional reach</b><span style="font-weight: 400;">: People enjoy this content online for an average of </span><b>18 hours per week</b><span style="font-weight: 400;"> (an increase of 2 hours per week from 12 months ago and an increase of more than 7 hours per week over three years) and are </span><b>twice as likely to share it</b><span style="font-weight: 400;"> as any other type of content, including social media posts, blog posts and articles, and product pages. </span></p> <p> </p> <h4 style="text-align: center;"><strong><a href="https://info.doxee.com/en/case-study-a-personalized-video-for-san-patrignano">> CASE STUDY – Doxee for non profits: A personalized and interactive video to collect donations for the community of San Patrignano</a></strong></h4> <p> </p> <h4><b>4 tips on how to create a video marketing strategy for nonprofits </b></h4> <p><span style="font-weight: 400;">For all of these reasons, many nonprofit marketing professionals often use video </span><b>to make their organization’s voice more incisive</b><span style="font-weight: 400;">, </span><b>to gain visibility</b><span style="font-weight: 400;"> among the many competitors, and to </span><b>communicate with supporters and increase awareness</b><span style="font-weight: 400;"> of their mission and individual causes. </span><span style="font-weight: 400;"> </span></p> <p><span style="font-weight: 400;">The importance of marketing for nonprofit organizations is also confirmed in the case of videos, which prove to be an excellent way to tell stories. Storytelling can </span><b>humanize the organization</b><span style="font-weight: 400;"> while providing supporters with all the information they need to make informed decisions. </span></p> <p><span style="font-weight: 400;">Here are some suggestions for creating a video marketing strategy in line with the values of a non-profit organization. </span></p> <p><b>1. Identify the goal.</b><span style="font-weight: 400;"> Video is often perceived as a tool for creating awareness, but it can do so much more for nonprofits. It can, for example, make a contribution to fundraising. Google has found that online videos are the best online method for incentivizing donations. After watching an online video about a cause of their interest, more than half make a donation. </span></p> <p><span style="font-weight: 400;">A video (or series of videos) can also be used to get more website clicks and broaden the base for email marketing initiatives or increase followers on social media. </span><span style="font-weight: 400;"> </span></p> <p><b>2. Provide your audience with all the educational resources they need.</b><span style="font-weight: 400;"> Video marketing is also a particularly good way to let your audience know all the details of a cause or initiative, transparently explaining why you need to offer support and dwelling on the impact the activities described will have. </span></p> <p><span style="font-weight: 400;">Information will have a greater chance of being memorable if it is told with empathy and tailored to the experience of the individual recipient. The secret is to </span><b>calibrate the tone of voice</b><span style="font-weight: 400;"> and include </span><b>elements of personalization</b><span style="font-weight: 400;">. </span></p> <p><b>3. Use direct, clear, easy-to-understand calls to action</b><span style="font-weight: 400;">. What actions should the recipients of a video communication take? If the goal is to collect donations,</span><b> it is absolutely essential that the call to action is clear.</b><span style="font-weight: 400;"> For this reason, it is better to limit the requests contained in a single CTA and insert links to direct the viewer to specific pages of the site for a given campaign. </span></p> <p><b>4. Share on social</b><span style="font-weight: 400;">. To take advantage of the opportunity offered by social networks and reach a targeted and motivated audience and thus enhance the value of the video content, it is necessary to plan </span><b>a multi-channel distribution</b><span style="font-weight: 400;"> that takes into account the functions and technical characteristics of each social network. </span></p> <p><span style="font-weight: 400;">To get more views, in addition to organic distribution, it may be a good idea to consider</span><b> running adv campaigns</b><span style="font-weight: 400;"> and regularly testing and optimizing ads. Through the targeting options of the different social networks, it is also possible to define different audiences and compose more effective call-to-actions. </span></p> <p> </p> <h4><b>An example of successful video marketing: Doxee’s personalized videos </b><span style="font-weight: 400;"> </span></h4> <p><span style="font-weight: 400;">More and more, even in the case of non-profit organizations, a successful marketing strategy must be aimed at</span><b> building a relationship of value</b><span style="font-weight: 400;"> that is capable of lasting over time. At the base of this relationship, there is </span><b>the ability to listen to the recipient</b><span style="font-weight: 400;"> of the communication. Starting from this first phase, which is one of exchange and mutual involvement, it is possible to produce tailor-made solutions capable of</span><b> translating the will of the volunteer or donor into action</b><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;"><a href="https://www.doxee.com/products/interactive-experience/pvideo-personalized-videos/" target="_blank" rel="noopener">Doxee Pvideo®</a> is the Doxee solution that</span><b> harnesses the wealth hidden in people’s data</b> <b>to</b> <b>create and distribute personalized and interactive videos</b><span style="font-weight: 400;">. It enables the creation of unique videos composed of scenes selected based on each recipient’s data, rich with custom text and banners, ad-hoc chosen images, personalized voice through text-to-speech, and audio library. </span></p> <p><span style="font-weight: 400;">Doxee Pvideo® is </span><b>rich in interactive features</b><span style="font-weight: 400;">. You can show pop-ups, include links to landing pages for data collection, and use calls to action that allow you to complete a purchase or make a payment.</span></p> <p><span style="font-weight: 400;">The<strong> User Directed Storytelling (UDS)</strong> feature turns each video recipient into a director of their own digital experience, allowing them to choose the path of storytelling and navigation. Interactivity is one of the main features of Doxee Pvideo® and helps make it a bi-directional communication tool that informs and explains and more about the recpient and his desires with every interaction. </span></p> <p><span style="font-weight: 400;">Each video can be digitally distributed via a PURL, a custom URL that makes the content accessible only to the intended recipient and only for a limited time. With the PURL, Doxee Pvideo® can be distributed in a multichannel mode, through any digital channel such as social media, SMS, email, app notifications, and chatbots. </span></p> <p><span style="font-weight: 400;">The ability to attract the attention of the recipient through the personalization of content, combined with the interactive features, make Doxee Pvideo® a multi-level communication tool that can be perfectly integrated into the marketing strategy for a charity and nonprofit organization. </span></p> <p><span style="font-weight: 400;">Doxee personalized videos can shorten the funnel, whether it’s the workflow through which to obtain useful contacts and maintain the vitality of communication channels, or the process of fundraising, ensuring high conversion rates. </span></p> <p> </p> <h4 style="text-align: center;"><a href="https://info.doxee.com/doxee-interactive-experience" target="_blank" rel="noopener"><strong>> Discover Doxee Pweb® and Doxee Pvideo®: Download the Doxee interactive experience product overview!</strong></a></h4> <!-- AddThis Advanced Settings above via filter on the_content --><!-- AddThis Advanced Settings below via filter on the_content --><!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons above via filter on the_content --><!-- AddThis Share Buttons below via filter on the_content --><div class="at-below-post addthis_tool" data-url="https://www.doxee.com/blog/digital-disruption/marketing-strategy-for-a-charity-and-nonprofit-organization/"></div><!-- AddThis Share Buttons generic via filter on the_content --> </div><!-- .entry-content --> </article><!-- #post --> <div class="saboxplugin-wrap" itemtype="http://schema.org/Person" itemscope itemprop="author"><div class="saboxplugin-gravatar"><a href='https://www.doxee.com/blog/author/eseveroni/'><img src="https://www.doxee.com/wp-content/uploads/2020/07/elisabetta-severoni-scaled.jpg" alt="" itemprop="image"></a></div><div class="saboxplugin-authorname"><a href="https://www.doxee.com/blog/author/eseveroni/" class="vcard author" rel="author" itemprop="url"><span class="fn" itemprop="name">Elisabetta Severoni</span></a></div><div class="saboxplugin-desc"><div itemprop="description"><p>Copywriter for television and online, she has been creating and managing editorial content for more than 15 years for multiple formats, including marketing and television.</p> </div></div><div class="clearfix"></div></div> </div> </div> </div> <div class="wpb_column vc_column_container vc_col-md-12 vc_col-lg-4"> <div class="vc_column-inner "> <div class="wpb_wrapper"> <aside id="secondary" class="widget-area" role="complementary"> <div class="widget"> <form role="search" method="get" class="search-form" action="https://www.doxee.com/"> <div class="search-wrapper"> <input type="search" id="sidebar-search" class="search-field" placeholder="" value="" name="s" /> <!-- <svg version="1.1" id="ic-search" 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