Charity Marketing.
The Complete Guide.
We have created a comprehensive guide that provides a variety of marketing channels that charities can utilize to expand their reach and attract more donors. The marketing ideas have been divided into two categories: digital marketing and traditional marketing.
Our ultimate goal is to help your charity make a bigger impact and attract more support. If you are interested in taking your charity to the next level, we invite you to contact us for a consultation. Our team will work with you to create tailored solutions that align with your charity’s objectives.
Charity
Digital Marketing
In order to remain competitive and expand your charity, it’s essential to engage in digital marketing. By building an online presence, you can showcase your mission, attract new donors, and establish your charity as a leader in the industry. Effective digital marketing involves more than just having a well-designed website – it also requires utilizing various online platforms such as social media, informative blogs, accurate directory listings, reputation management, search engine optimization, and pay-per-click advertising. By utilizing these tools and targeting your marketing efforts, you can attract and retain donors for your charity.
Digital Marketing for Charities
Digital marketing allows for better tracking and measurement of your marketing efforts. With tools such as Google Analytics, you can track website traffic, user behavior, and conversion rates to gain insights into what is working and what needs improvement. This data can inform future marketing strategies and help you make data-driven decisions to optimize your marketing efforts. By regularly analyzing and adjusting your digital marketing strategies, we can continually improve your online presence and attract even more donors to your charity.
Effort Gauge
Charity Website Design
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$3,500+ (custom)
Charity Web Development
WHY WEBSITE DEVELOPMENT IS IMPORTANT
of visitors hesitate to trust your business if your website is not high-quality.
of users are less likely to return to a website after a bad experience.
of users are more likely to make a purchase from a mobile-friendly website.
Your website is your digital business card.
Your charity’s website plays a vital role in attracting potential donors and making an excellent first impression. A well-designed website must have a visually appealing design that effectively communicates your charity’s mission and values while being easy to navigate and use. It should be designed to engage visitors and convert them into actual donors.
An effective website should feature your charity’s programs and services, your experienced team, and your impact on the community. Additionally, it should be fully responsive and compatible with different devices, ensuring that potential donors can easily access the information they need and make donations without hassle.
It is crucial to choose a digital marketing agency with specialized expertise in charity website design. Prospekt Digital has extensive experience in creating high-converting websites for charities. Our team uses specific design elements, such as impact stories, interactive donation forms, and informative blogs to encourage potential donors to support your cause. We will ensure that your website accurately represents your brand and effectively communicates the benefits of your charity’s services.
Key components for a charities' website:
- Valuable Information
- Engaging Aesthetics
- Clear Brand Image
- Mobile Friendly
- Optimized For High-Conversions
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Charity Search Engine Optimization (SEO)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Charity SEO
WHY SEO IS IMPORTANT
of all Google searchers click websites that are on the first page.
of online experiences begin with a search engine.
of website traffic comes directly from organic search.
The art of optimizing your online presence.
Enhancing the online visibility of your charity is essential, and search engine optimization (SEO) plays a vital role in achieving this goal. SEO aims to enhance the relevance and authority of your website to search engines like Google, attracting more visitors to your site. By optimizing your website for specific keywords and phrases, you increase your chances of ranking higher on search engine results pages (SERPs) when a potential donor types a query into a search engine.
Effective SEO for charities involves various tactics, including conducting thorough keyword research, optimizing your website’s content and structure, building high-quality backlinks, and staying up-to-date with the latest trends and best practices. It’s important to note that SEO is an ongoing process, as Google’s algorithm constantly evolves, and your competitors are always working to improve their SEO strategies.
At Prospekt Digital, we provide customized SEO solutions tailored to your business goals, ensuring that your charity’s website ranks high in search results and attracts more donor leads. Our team of experts stays abreast of the latest industry trends and best practices to help improve your online visibility, ultimately leading to more donor leads and conversions.
5 Key strategies to charity SEO success:
- Content Building
- Link Generating
- Website Structure Organization
- Key-Word Research
- Website Optimization
Effort Gauge
Charity Local Search
Acquiring New Clients
Very Effective
Doing It Yourself
Difficult and Tedious
Regular Cost
$250+/month
Local Directory Listings For Charities
WHY LOCAL SEARCH IS IMPORTANT
of Google users who perform a local search will visit a businesses within 5 miles of their location.
of all Google searches are seeking local information.
of local mobile searches result in a store visit within one day.
The digital compass which points to your website.
It is crucial for charities to maintain consistency and accuracy in their online directory listings to improve their online presence. With numerous directories available on the web, ensuring that the information listed is correct and up-to-date is essential. Inconsistencies can confuse search engines and affect the charity’s online credibility.
Maintaining consistent NAP+ information, including the charity’s name, address, phone number, and other crucial details, across all directories is vital. This practice helps to build trust with potential donors and increases traffic to the charity’s website. It also plays a crucial role in the charity’s SEO marketing strategy.
Having accurate and consistent listings across various directories can help search engines understand the charity’s location and services, leading to higher search engine rankings and increased visibility. At Prospekt Digital, our team of experts helps charities verify and maintain their directory listings to ensure that they stand out in the crowded digital space and attract more donor leads.
NAP+ information must be accurate and consistent:
- Business Name
- Business Address
- Business Phone
- Business Services
- Business Hours
- Business Photos
- Links To Website
Effort Gauge
Charity Social Media Marketing (SMM)
Acquiring New Clients
Very Effective
Doing It Yourself
Time-Consuming
Regular Cost
Free - $1,000+/month
Charity SMM
WHY SMM IS IMPORTANT
of users are directly influenced by a brand's social media.
of social media users use social media to research products.
of consumers who have had a positive experience with a brand on social media are likely to recommend the brand.
The virtual megaphone that amplifies your brand.
Charities can significantly benefit from an active social media presence, where they can showcase their mission and share informative content about the impact of their programs and services. However, managing multiple social media profiles can be a daunting task, especially for busy charities that prioritize providing high-quality services to their beneficiaries.
At Prospekt Digital, we offer a comprehensive social media management service that takes the burden of consistent posting and engagement off your team’s shoulders. With our expertise, your charity’s social media profiles remain active, engaging, and up-to-date, without requiring a significant investment of time and resources from your team. Our team of social media experts creates custom social media plans tailored to your charity’s unique needs and goals.
We craft engaging content that resonates with your target audience, including impact stories, high-quality images, videos, and informative posts that highlight your charity’s mission and impact. With our help, your charity can build a strong online presence, attract new donors, and establish your organization as a leading provider of essential services in your area.
Social Media Marketing requirements:
- Staying consistent
- Engage with potential and current clients
- Researching your target audience
- Developing and maintaining a clear brand image
- Frequent posting every week
- Attractive and informating content
Effort Gauge
Charity Search Engine Marketing (SEM)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Google PPC Ads For Charities
WHY GOOGLE PPC (SEM) IS IMPORTANT
of search engine users say finding relevant information is easier with paid ads.
of people click on Google Ads when they are looking to buy an item online.
of the clicks on a Google page are on the top 3 paid advertising spots.
The high-speed elevator to the top of search results.
Charities can take advantage of paid search advertising to enhance their online presence and attract potential donors. By leveraging Google’s Pay Per Click (PPC) advertising, charities can increase their visibility online and attract clicks from users searching for relevant terms. PPC campaigns can be an affordable way to generate leads and attract new donors, as payment is only required when someone clicks on the ad.
However, creating and managing successful PPC campaigns requires specialized expertise and an in-depth understanding of search engine marketing principles. Prospekt Digital’s team of experts can help charities create targeted and effective PPC campaigns that maximize return on investment and generate high-quality leads.
Our team conducts extensive research on the target audience, competition, and market trends to craft ads that resonate with potential donors. By targeting the right keywords and demographics, the PPC ads will attract clicks from individuals who are most interested in the charity’s cause, leading to a higher return on investment. We work closely with the charity to ensure that the PPC campaign aligns with their specific business goals and provides measurable results.
A high Ad Quality Score determines an ads visibility and cost:
- Ad and keyword relevance
- Landing page experience
- Expected click-through rate (CTR)
- Ad format
- Historical ad performance
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Charity Facebook & Instagram Ads
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Facebook & Instagram Advertisements For
Charities
WHY META ADVERTISING IS IMPORTANT
of Facebook users visit the site daily, and 51% visit multiple times per day.
of Instagram users discover new products through the app.
of Instagram users have visited a website to make a purchase after seeing a product or service on the platform.
The virtual racecar that drives traffic to your website.
Charities can leverage Facebook and Instagram advertising to promote their cause and reach potential donors effectively. These social media platforms have billions of active users, offering unparalleled opportunities to build brand awareness and attract leads.
At Prospekt Digital, we start by conducting a comprehensive analysis of the charity’s target audience and competition. Based on this information, we create highly-targeted ads that appeal to potential donors. By utilizing advanced technology and tools, we develop and manage visually appealing Facebook and Instagram ads that highlight the benefits of the charity’s programs and services.
Our team uses multimedia content like images, videos, and other visually engaging elements to showcase the charity’s impact. We also tailor ad messaging and copy to appeal directly to potential donors, emphasizing the charity’s unique selling points and advantages.
We continuously analyze and optimize the ads to maximize return on investment and effectiveness, ensuring that the charity’s message reaches the right audience. With our comprehensive Facebook and Instagram advertising solutions, charities can build brand awareness and attract high-quality leads while maximizing ROI.
Successful Facebook and Instagram ad requirements:
- Clear campaign objective
- Targeted audience
- Compelling ad copy and creative
- Relevant, high-quality landing page
- A/B testing and optimization
- Ad budget management
Effort Gauge
Charity TikTok Ads & User-Generated Content (UGC)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
TikTok Ads & UGC For Charities
WHY TIKTOK ADS AND UGC IS IMPORTANT
of TikTok users have discovered a new product or service on the platform.
increase in ad recall and a 100% increase in click-through rate (CTR) when incorporating UGC into TikTok Ads.
of consumers say that UGC influences their purchasing decisions. 71% of consumers say that UGC makes them feel more connected to a brand.
The dynamic duo with a goal to boost your brand.
Charities can harness the power of TikTok advertising and user-generated content (UGC) to target younger audiences and increase brand awareness. By creating visually stunning videos that showcase their mission and impact and promoting them to specific demographics, interests, and behaviors, charities can reach potential donors who are most likely to be interested in their cause.
In addition to advertising, user-generated content (UGC) can be an effective tool for charities on TikTok. Encouraging supporters and influencers to create and share their own videos showcasing their experiences and the impact of their donations can build trust and create social proof.
Prospekt Digital can assist charities in leveraging TikTok’s potential by creating engaging and creative content that highlights their mission and impact. We tailor content to your perfect audience, maximizing visibility and generating interest in the charity.
Effective TikTok ad campaign requirements:
- Clear campaign objectives
- Engaging ad creatives
- Targeted audience
- Trend-focused
- Influencer partnerships
- Measurable goals
- Regular optimization
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Offline Charity Advertising Methods
Acquiring New Clients
Minimally Effective
Doing It Yourself
Difficult & Expensive
Regular Cost
$300 - $50,000/month
Traditional Charity Advertising Methods
MINIMUM COST:
- Transit Ads (Bus/Stops Interior or Exterior: $500+/month
- Local TV Ads: $500+ for 30 second ads
- Local Radio Ads: $2,000+ per month
- Billboard Ads: $1,000+ per month
- Local Newspaper Ads: $1,000+ for quarter page
- Direct Mail: $300+ for 1,000 post cards
Old-school methods that captivate audiences.
As technology advances, traditional marketing channels such as television, radio, and billboards have become less effective in reaching potential donors for charities. These channels target individuals when they are not in the digital world, making it challenging to reach the right audience. Furthermore, traditional advertising methods can be expensive and challenging to track their effectiveness.
We understand the importance of digital marketing for charities and offer a variety of solutions to reach the target audience effectively. Our digital marketing campaigns include paid search ads, social media ads, and email marketing. Paid search ads are cost-effective as businesses only pay when users click on their ads, allowing them to generate leads and attract new donors without breaking the bank.
Although traditional advertising can still be effective in some cases, we believe it is crucial to track its effectiveness and return on investment to ensure it is cost-effective.
Traditional marketing is on the decline.
With the world becoming more digital, charities need to prioritize digital marketing to increase brand awareness, attract more donors, and ultimately drive revenue growth. By leveraging digital marketing channels such as social media, email marketing, and paid search ads, charities can effectively reach their target audience and gain a competitive advantage.
Effort Gauge
Charity Email Marketing
Acquiring New Clients
Rarely Effective
Doing It Yourself
Fairly Easy
Regular Cost
Free - $1,500/month
Email Marketing
For Charities
WHY EMAIL MARKETING IS IMPORTANT
of consumers say that marketing emails influence their purchase decisions.
Personalized campaigns that keep you top of mind.
Email marketing is a crucial part of any charity’s digital marketing strategy. It offers an affordable way to keep current donors up-to-date on new programs, events, and upcoming campaigns while also generating new leads through referral programs.
Building and maintaining a comprehensive database of donor email addresses is essential for effective email marketing. Your website’s forms should be connected to your email marketing software to ensure that new donor email addresses are automatically added to your database.
We suggest sending a monthly email newsletter to keep your current donors engaged and informed. The newsletter should include valuable information about the impact of donations, upcoming events, and ways to get involved. In addition, implementing a referral program can be an effective way to reward donors who refer new donors to your charity, ultimately increasing your donor base.
Effort Gauge
Charity Blogging
Acquiring New Clients
Very Effective
Doing It Yourself
Time-Consuming
Regular Cost
Free - $1,000+/month
Blogging For Charities
WHY BLOGGING IS IMPORTANT
more website visitors for businesses that prioritze blogs than those who don't.
Inject a dose of personality and expertise into your website.
Generating blog posts on your charity’s website is an effective strategy to enhance your online presence and attract potential donors. By offering informative content related to your cause, you can build trust with your target audience and establish your charity as an authority in the field. Blogging can also enhance your website’s search engine optimization, as search engines prefer websites that regularly publish new and relevant content.
To keep your website updated and fresh, it’s important to post blogs consistently. Ideally, you should aim to publish at least one blog per month, focusing on a specific topic related to your charity’s mission. Each blog should offer comprehensive information and helpful tips that are relevant to your target audience. You can share your blog posts on your social media pages and through email marketing campaigns to increase your reach and engagement.
Generating high-quality blog content regularly can be challenging for busy charities. To tackle this issue, many charities choose to outsource their blogging tasks to digital agencies or freelance writers. This ensures that your blog posts are well-written, informative, and engaging without taking up too much of your staff’s time. By outsourcing your blog writing, you can concentrate on achieving your charity’s goals and making a difference in the world.
Effort Gauge
Charity Business Partnerships
Acquiring New Clients
Fairly Effective
Doing It Yourself
Easy
Regular Cost
Free
Charity Business Partnerships
WHY BUSINESS PARTNERSHIPS ARE IMPORTANT
increase in revenue growth for businesses that have successful partnerships.
Two is better than one. Join forces to elevate your brands.
Partnering with other organizations can be a highly effective strategy for charities looking to increase their visibility and support. By teaming up with complementary organizations, charities can leverage each other’s expertise, resources, and networks to expand their service offerings and reach a wider audience.
One effective way for charities to collaborate with other organizations is by partnering with local media outlets. This can involve writing articles or appearing on TV shows to showcase their cause and establish themselves as experts in the field. Hosting contests, giveaways, and events on social media in partnership with other organizations can also be an effective way to build relationships with supporters and generate buzz around new initiatives.
To ensure a successful partnership, it’s important to choose partners that share similar values and are committed to making a difference. Clear communication and defined expectations are crucial to ensure that both parties benefit. By partnering with reputable organizations and maintaining a collaborative relationship, charities can increase support, boost donations, and enhance their impact.
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Charity Referral Strategies
Acquiring New Clients
Very Effective
Doing It Yourself
Difficult
Regular Cost
Free
Charity Referral Strategies
WHY REFERRAL STRATEGIES ARE IMPORTANT
of new business comes from referrals. Referred customers are 18% more likely to stay with a business long-term.
Incentivize loyal donors to become brand ambassadors.
Referrals are a valuable tool for charities to attract new supporters who trust the recommendation of someone they know. A structured referral program can help increase support and retain loyal donors. Offering incentives like discounts or exclusive events can encourage current supporters to refer their friends and family to the charity.
To have a successful referral program, it’s important to establish a clear process for both supporters and staff. Staff can play a significant role in generating referrals by utilizing their relationships with supporters. Encouraging staff to participate in the referral program can motivate them to become brand advocates and increase financial incentives for referring supporters.
The referral program should be simple and easy to understand, with clear guidelines for incentives, a straightforward referral process, and smooth reward redemption. A well-executed referral program can spread the word about the charity, increase supporter loyalty, and lead to sustained growth and impact.
Effort Gauge
Charity Open Houses & Events
Acquiring New Clients
Fairly Effective
Doing It Yourself
Time-Consuming
Typical Cost
$500+/event
Charity Open Houses & Events
WHY OPEN HOUSES & EVENTS ARE IMPORTANT
of consumers have a more positive opinion of a brand after attending an event.
Create unforgettable brand experiences for your customers.
Organizing an open house event is an excellent way for charities to engage with their community and attract new supporters. It provides an opportunity to introduce potential supporters to the charity, showcase its values, and demonstrate the impact of its work.
Events can be tailored to attract individuals who are interested in supporting the charity’s cause. By offering activities, refreshments, and tours of the charity’s facilities, an open house event can be more engaging and enjoyable for attendees.
Regularly hosting open house events, at least once a year, is crucial to maintaining supporter engagement and loyalty. These events must be informative, fun, and engaging. By evaluating feedback from past events, charities can identify areas for improvement and make each event even better. A successful open house event can help attract new supporters and build a loyal base of individuals who are passionate about the charity’s mission.
More connections with less time and effort.
Learn how Digital Marketing helps your charity connect with more current and prospective clients and keep them engaged with your brand. It's easier and more affordable than ever!