Friday 06 December, 2013
Internet marketing strategies are usually used to earn money by solo entrepreneurs, but we can also use what we know about online marketing to spread awareness and raise funds for noble causes. Here are some tips for using IM for non-profit organizations.
Branding Your Non-Profit
Since there is competition for donation money, non-profits have to brand themselves online just like businesses. The key to doing this is to identify your target market and create a consistent message, like a business’s unique sales proposition. Create a slogan that sums up what you do. While interacting with your online audience, always seek their feedback for ways you can improve.
If you already work for a non-profit, you know how important alliances with other organizations and businesses are. Do the same thing online as you’d do off. Approach websites and profiles of businesses and like-minded organizations and propose a way the two of you can help each other. These alliances are crucial for non-profits.
Free Advertising from Google
Google offers a great program for cash-strapped non-profits called Google Grants. If your charity is registered, you can apply here and receive free Google advertising. The maximum amount is $329 USD per day and it’s available for charities outside the United States as well.
Internet entrepreneurs offer free content to their customers that solves problems or offers help and advice. For non-profits, you can do the same, but you should also offer content that calls your supporters to action. Alert them to the problems that relate to what your NPO does. Share news stories that show the importance of what you’re doing. It’s the same basic idea – you need to call them to action – but you go about it in a slightly different way.
Flip the Funnel
A great way to get the word out about your organization is to get your supporters to do it for you. Seth Godin calls this ‘flipping the funnel,’ referring to the shape of a megaphone. You hand it off to your supporters and they do the shouting for you. You can do this by urging your supporters to share, link to you, forward messages to friends, and share their stories. You may even be able to get them to hold events for your organization in their local areas.
Every Channel Available
Establish a strong presence for your organization everywhere, including social media, YouTube, blogs and websites, online forums, and so on. Use each of these channels to deliver your message and gain new supporters.
The internet is a valuable tool for non-profit organizations and it can truly help you make a change. You can use the same techniques internet marketers use, but instead of building a profitable business, you’re making the world a better place.