How Charities Can Step Up Their Digital Marketing in 2019

You will be surprised to know that 96% of European charities say they are not utilising digital marketing to its full potential. What’s more interesting is that by not optimising their digital presence, they are missing out on fundraising opportunities.

A recent global giving report showed that 74% of donors are inspired to give via digital channels, so an effective digital marketing strategy should be on every charity’s agenda this year.

In an over-populated digital world, charities and nonprofits must find effective ways to get noticed. Simply maintaining a presence on social media is no longer enough. Here are some ways charities can step up their digital marketing in 2019:

Free Pay-Per-Click Marketing with Google Ads Grant

Did you know: Only 40% are using paid search engine marketing?

Salesforce.org’s findings show that charities may not be making the most of paid search marketing, with surprisingly only 40% using it in 2018. Through Google’s Ad Grants program, charities can benefit from up to $10,000 a month in free online advertising. The Google Ad Grants Program gives nonprofits the chance to advertise on Google Ads at no cost to the nonprofit. This program gives qualified organisations $10,000 per month in Google Ads spend to be used to promote their missions and initiatives on Google.com. 

Compelling Storytelling through Videos

Online video is predicted to account for 84% of all consumer internet traffic by 2020.

People prefer video content and charities can no longer ignore its power. It may be viewed as an expensive and time-consuming marketing medium by some, but the benefits far outweigh the costs. 

For nonprofits, empathy is one of the biggest emotions to trigger and ultimately emotions are what drive people to act. Videos can be used as a powerful storytelling tool to encourage people to donate.

Charities can spread powerful messages on social media through video marketing. It can help increase brand awareness by:

• Sharing their mission and goals
• The difference they are making
• The work their volunteers are doing
• The impact of donations and how they are put to use and much more…

Use Voice Search

Over 20 billion voice searches are made every month and by 2020, 50% of all searches will be carried out by voice.  

Voice technology is rapidly evolving and the charity sector needs to make smart use of this technology for online fundraising.

The British Heart Foundation became the first UK charity to allow donations through Amazon Alexa and now it’s time for more charities and nonprofits to follow suit and use smart tech like voice search as a marketing tool that will make existing tasks such as donating online easier and quicker.

There is no doubt that charities and nonprofits need to strengthen their digital marketing strategy to promote their cause. They might not operate for profit but can significantly benefit from the traffic, funds, and awareness that effective digital marketing brings in.

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