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Posts Tagged ‘marketing’

If you want to build authentic relationships that lead to increased loyalty and participation, then you need to be present in the same place as your supporters, and, be a part of their conversations. Blogging is an easy way to accomplish this task.

According to statistics provided by blogging.org, there were nearly seven million blogs in 2016. Blogger, one of the most popular blog creation sites, has over 47 million unique visitors to its blogs each month. It’s also been shown that organisations that blog generate 67% more leads, and views, than those who do not have a blog and fail to post regularly.  

This data perfect illustrates exactly why blogging is the perfect platform for nonprofits to engage with others. It’s the one online location where many of your potential supporters already happen to be!

Nonprofits that blog regularly benefit from the following advantages.

Build Trust in Your NFP’s Brand

When you share your knowledge with others through your blog posts, you quickly become a reliable source of information for those that share your values and are interested in the issues your cause is trying to address.

Establishing trust is essential, because, when others view you as trustworthy, they are more likely to become supporters and take action to help. This is true whether that action is jumping on board as a volunteer or advocate, or making a financial contribution that enables you to continue our work.

Once someone makes the conversion from being just another visitor to the site to becoming an actual supporter, they are also more likely to share your posts with others and help spread the message about the issues and the change that you are trying to create.

Keep Your Supporters Updated

What’s the best way to get the word out about important information that supports your nonprofit and its supporters? The answer really does depend on what you are trying to say.

For example, Twitter tweets are a great way to send out a reminder, or a quick alert about an upcoming event. Instagram is an ideal way to illustrate your nonprofit’s impact visually, and Facebook is awesome to share posts that ultimately increase traffic to your site and generate discussions about your latest happenings.

Blogs, by design, are really the best place to post your lengthy content. Create posts that give the details about the progress you are making, or that offers an insider’s view of the work performed by your volunteers and other supporters. It can even be a superb way to increase transparency when you discuss the actions your NFP is taking to create solutions or your success in obtaining funding for specific projects.

Raise Awareness

Blogging will also generate interest in your cause because it’s an organic way to find new supporters. Not only will your website rank higher in search engine results, but, when your blog has been created directly within your NFP’s website, every time someone shares one of your blog posts, they are sending their friends to a direct gateway to your NFP. Once they arrive at your site, it’s then easier to direct them to even more content where they can learn more about your cause and what they need to do to help!

With the exception of time, blogging requires very few resources. However, it can offer great rewards to those who put in the effort to create interesting content that is relevant to your visitors and encourages them to directly interact with your nonprofit!

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You may have spotted more than a smattering of hashtags on social media and perhaps thought they didn’t apply to you or your NFP. But that couldn’t be further from the truth. If you are not using your hashtags on social media to your advantage, then it is time to make a change.

Hashtags are easily created by adding the sign ‘#’ before a word or group of words to enhance your marketing. Your hashtag creations can then be used freely across Twitter, Instagram and Facebook. It is a great way to group all of your relevant posts together. They can be particularly beneficial for fundraisers and events and can bring individuals together on one topic all through the use of a well-selected hashtag.

The posts can be viewed independently on your social media feeds or all together on your specific hashtag feed. So just to clarify, if you have created a hashtag called #FridayFundraise as an example, then you click on the hashtag and see all the posts which are connected through the use of that hashtag.

So how do you know which hashtags to use? Well, it must be relevant to you. While piggy backing on other trends will get you noticed, it is more beneficial to start your own hashtags. Keyhole can be a useful tool for research purposes.

If you consider the nature of your business, here are some suggestions. If you use these alongside your own personalised hashtags, you will increase your reach.

  • #donate
  • #causes
  • #volunteer
  • #change
  • #philanthropy
  • #nonprofit
  • #charity
  • #fundraising

Have a play around with them and see which ones bring the most appeal. Don’t be scared to add a handful to each post to get you started. This will add real meaning to your posts.

Once you get the hang of it, then you will be more confident to create your own. Use clever words or phrases such as #dogood or #spotlightonvolunteers or specific locations such as #yourcity. There is no right or wrong way to use them, except if you fail to use them at all. While you don’t have to use hashtags in every post, sprinkling them in every two or three posts will help you spread your message and keep up with current trends. #goodluck

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The NFP industry requires charities and non-profits to be transparent in their actions. This transparency puts a large amount of focus on trust, confidence and the reputation of the charity as a whole. Often the donor requests and fundraising successes rest wholeheartedly on the reputation of the charity, and there is a lot of competition in the industry to garner support, especially from the larger organisations.

NFPs that tend to be successful in their charitable efforts can not only demonstrate their best practice governance but also communicate it effectively. All NFPs and even for-profit businesses need to manage their reputation on a regular basis. It is critical to the successful operation of the non-profit and to develop positive connections with stakeholders, donors, members, government bodies and the general public.

What exactly is reputation management?

Reputation management covers the building up and the monitoring of your brand through your efforts in media promotion and marketing. A health check enables you to look at your marketing efforts and responses to understand where your vulnerabilities lie and where you can further develop your promotional opportunities.

Auditing for risk is something that every business should do on a regular basis. It is better to create forward plans rather than panic when an issue occurs, and your organisation is forced into crisis mode. Draft out some scenarios and work out some helpful strategies that will enable you to be able to control the outcome more closely.

From a social media perspective, while it is easier to communicate directly with donors and supporters, it is also easier for NFPs to be targeted with negative comments, whether fair or irrational. Knowing this is half the battle.

How do people perceive your business?

How do stakeholders view your NFP? How does the general public see your business? Are you different from other charities working in a similar field? If you are not able to answer these questions, then you may be missing value opportunities for your NFP to safeguard and develop your brand. Talk to your donors and sponsor to get real insights on your efforts to help you develop more effective strategies and marketing efforts for the long-term. Your ability to not be able to effectively understand your competitors can also affect you negatively. Know where your strengths are to be able you to stand out from the crowd and gain the confidence of the general public.

How can you manage your online reputation?

Here are some tips to help you manage your online reputation.

  • Be objective when it comes to your website. Consider whether it is easy to navigate or find relevant information. Are the contact details up to date and accessible?
  • Review your social media and online strategies. Let employees and volunteers know what they can and cannot do on social media.
  • How is your organisation represented on third party websites? Do a search and see where you can improve your profiles and online representations.
  • Allow plenty of opportunities for members, interested stakeholders, volunteers and employees to give you regular feedback.
  • Set up alerts to monitor the internet for organisational content so you can keep on top of who might be saying what.

Once you understand how your NFP is seen, you can then make steps to direct the chatter. Be proactive with your efforts so you can ensure your organisation can fulfill its mission and ultimately increase support and contributions from others.

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We see it time and time again. Costly PR campaigns are created and fail to gain an emotional connection with their viewers.

If you want to increase your donor funds and gain more supporters, it is imperative you tell a story that connects with your readers. Simple facts, while interesting, are just not good enough for today’s modern donors.

It doesn’t matter which way you turn; you will be undoubtedly bombarded with marketing. Magazine ads, newspaper ads, billboards, bus station advertising, television advertising, radio advertising – all of these ads are fighting for your attention. Which campaigns are you likely to remember? The one that tells a story – the one that has something to say – the one that isn’t trying to sell you a product but rather an experience.

Using storytelling to represent your brand allows your audience to see behind the scenes. It takes them past the desks of the marketers and into the lives of the volunteers making a real difference in society. You can be more than just a name or a brand – you can show your human side to draw them in and elicit an emotion. This is a wonderful way to gain customer loyalty, especially in the long term. Your audience is after an authentic story that resonates with them – they want to be part of an organisation that really makes a difference.

As you define your brand through clever storytelling, you can also give it a personality. This personality should, of course, be representative of your overall mission and values. It is through your storytelling that you can develop and build on a relationship with your target audience. Those that feel a bond with your brand will not only give; they will in all likelihood be wonderful advocates for your NFP and share your information with friends and family.

Stories also stick in our memories the most. Remember all those fairy tales and nursery rhymes with moral messages at the end? Of course you do – stories stay with us, over and above everything else.

So go out there and tell your story. Creativity above everything else is a must in your next PR or marketing campaign. The power of words can be truly magical.

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Why are infographics so popular with bloggers and marketers? Attractive images not only grab our attention, but they also help us tell our stories visually.

An infographic combines images with text to help simplify complex concepts, and make information easier to recall. Studies have shown that posts that contain them are more popular, and more likely to go viral, than those that only include text. Infographics are also a clear, easy way to call attention to the social impact of your organisation’s work.

The following list of tips and tricks can help you create more effective infographics that resonate with your target audience, and drive their engagement with your organisation.

Tell Your Story

When creating an infographic, focus on the story that you are trying to convey to your audience. What is its main point, moral, or meaning? Think of the many ways that you can use images to tell the story visually, and keep written text to a minimum and still get your point across. Are there charts or graphs that can help you illustrate the problem? What types of images will best help you to demonstrate your NFP’s impact?

Customise Your Content to Strengthen Your Brand

Since infographics are so easily consumed and shared, it really is a good idea to create your own, custom infographics rather than merely resharing ones that have been made by someone else. This way, you can combine facts, figures and other statistics with your text and images, such as your nonprofit’s name, web address and logo, to strengthen your brand identify and make the content more relevant to your supporters.

Create a Series to Make Your Content More Readable and Easier to Understand

Rather than overloading the minds of your supporters with overly long visuals that contain too many facts and statistics, keep your message short and to the point. Focus on one main message, or concept, for each infographic. For longer content that contains multiple facts and test results, create a series, breaking out each main idea or concept into its own post.

Include a Call to Action

When customising your infographics, don’t forget to identify the specific problem or issue for your supporters. Let them know what specific action you need them to take that will best advance your mission forward.

Apply Best Practices When Designing Your Visual Aids

While there aren’t any hard and fast rules when it comes to creating visuals for your nonprofits, you should keep the elements of good visual design in mind to produce the desired effect. Make sure that your images are optimised for the social media channel or website where you will post them.

Be consistent throughout the infographic in your design choices to avoid confusing your readers and creating an image that looks disorganised, cluttered or messy. For example, don’t mix line art in with photos on the same infographic. Stick to one or two fonts and sizes of text rather than a hodge-podge of several sizes and types.

Keep imagery and colour combinations simple. For branding purposes, you may even wish to choose background colours that will match, or at least coordinate well, with your logo. White, or empty space, is just as important in a visual aid as it is in written copy. Use spacing to help readers avoid eyestrain and to help them remain interested in the content.

Creating a great infographic might seem challenging at first, but with a little practice, these design tips will become second nature to you. You may even begin to enjoy the process of creating visuals for your nonprofit and surprise yourself by having fun during the process!

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pexels-photo-191830The media is your best friend when it comes to spreading the word about your charity – and in today’s NFP world, the power of public relations is often underestimated. It comes as an afterthought rather than a focused strategy to forge the charity ahead.

This is such a shame as public relations has a fundamental role in the success of your marketing and fundraising.

You have something important to say or a message to spread so what’s stopping you from contacting them directly? Pitching a story can be difficult for those who have yet to do it. However, once you have mastered the pitching strategy, then it does become easier and even enjoyable if your story breaks. A good PR pitch can do wonders for your fundraising capabilities as well.

Some of the steps you need to know in order to be successful include:

  • Know your objectives
  • Compile a list of relevant media
  • Search for a story
  • Prepare a killer media release
  • Get your story to the media
  • Work with the journalist to finalise the story

But how do you know you have a good media or press release? Check it first for conciseness and avoid rambling. Start with the news and add some relevant quotes with accurate attribution. Of course, it needs to be interesting too as well as topical. If you have managed to cover those without too much trouble, then you are well on the way.

Here is a great example. If your NFP supports a children’s sports team and the media is currently full of childhood obesity stories, you can build on those and angle your story to catch the attention of the same journalists.

One thing that stops many NFPs in their tracks is the cost of public relations. But don’t panic – there are some low-cost options available. And if all else fails, negotiating the final price can help.

However, what happens when things don’t work out in your favour, and you develop some bad press? Initially, try to identify the impact of the negative publicity and be open and honest about the situation. Remaining in denial or looking like it does not affect you at all, can make the situation worse.

Are you still a bit afraid about where to start – why not try contacting your local newspaper to see what they can do for you? Create a relationship with your local reporter and learn the PR ropes from the inside out. Start small and build up your promotions and stories as your confidence grows. As always, you have nothing to lose and everything to gain.

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linkedin-911794_640Keeping a steady online presence is important for keeping your organisation in the front of supporters’ minds, and LinkedIn is one of the most useful social media sites to be a part of. It is not only a great way to keep donors up to date about what your organisation is up to, but also a efficient way to network with other organisations with similar causes. Look at the following tips to make sure you are using LinkedIn effectively.

Let Loose Your Brand

Set up a non-profit company page, and build it to contain all the relevant information people need to know about your organisation. Make sure it is easy to identify as the official representation of your group, by using official logos and letterheads. Add photos and vital details to demonstrate the dimensions of your organisation, and give viewers as full a picture as you can of your real-world operations.

Network with the Unknown

As well as adding groups and individuals you already liase with to your profile, seek out other organisations that share your mission, or who have shared clientele with you. LinkedIn is used the world over to make new connections or the advancement of many causes, so don’t be shy about sharing your message.

Be There Often

Keep to a regular schedule for updating so supporters always know what projects are underway or what fundraising activities are currently going on. Avoid inundating contacts with information, but do frequently remind them you are there. Depending on the size and scope of your organisation, consider updating once daily or weekly to get the balance right.

Let Your Message Shine

As well as a regular LinkedIn page, NFPs should also look into becoming involved in the Linkedin Answers community. This is a simple way to keep your finger on the pulse and in touch with what questions are arising in and about your industry. By asking and getting new information, knowledge bases of all parties can grow. Being the one to answer others queries can help develop a reputation for expertise.

Overall, LinkedIn is an affordable way to reach a lot of people, and generate valuable business contacts. It is effective when used well, and can drive traffic to your organisation’s main page and message. For further information straight from the source, have a look at LinkedIn’s special page just for not-for-profits. The training program provided is a true course to getting your feet wet.

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