Wednesday, 24 January 2018

Effective digital marketing campaigns for charities (or anyone else!)


So, what is your campaign aim? Whether it’s to achieve a certain fundraising target, improve your site’s authority, drive increased traffic to your site, or boost followers on your social media accounts; anything is achievable. Just ensure that everyone on the campaign is moving towards the same goal and make your objectives precise, measurable and realistic


You need to understand your audience and be aware of social and economic factors that might affect them engaging with your campaign.

Create a typical target audience member. You can find out interests, likes and motivations using your website’s analytics, as well as they’re typical gender, age and location. Who’s following your organisation on Twitter, Facebook and Instagram? These are also people who might engage with your campaign.


Also, you should utilise social media, such as Facebook and Twitter, to find out which posts/Tweets get likes and which don’t — this also lets you know what content might work in your campaign. Also, don’t forget to make the most your email list. Fire off a survey to these contacts for a better understanding of who they are.

Be aware however of GDPR and whether you have agreement to fire off a survey to these contacts, otherwise you may be better to simply host a survey and let people volunteer to complete it.


What do you want people to think about after you’ve launched your campaign? In other words, what do you want people to associate with your charity and what it does? This differs from your campaign goal, as it’s more to do with: the issue you want to solve, the answer that you propose and the action the audience can take.
You don’t want people to forget who you are, so your campaign needs to be special to your organisation.

Use Instagram and Facebook to get quality images of your charity at work out there. You can even use the photos on roll-up banners and place these in busy public spaces. Record interviews, upload pictures, create memes, and even do a ‘day-in-the-life-of’ detailing a colleague or recent beneficiary of your charity and upload this to YouTube. After all, showing people what your charity can do is far more effective than just telling them.

There’s no better way to reach a lot of people in very little time for free than social media. Use your charity’s online platforms —Twitter, Facebook and Instagram — to boost your campaign and encourage people to share your posts, videos, photos and Tweets.

Although digital marketing is highly effective when your aim is to create a campaign on a budget, you can also use some print marketing materials in order to engage with audience members that aren’t active online.


Experts predict a sizeable shift towards video content as a form of marketing, socialising and engaging online. If that’s the case, why not get ahead of the game and start creating plenty of video content to push your campaign today? Aside from being a faster and easier way for the public to engage with your campaign material, video and image content is also free to capture using a smartphone!

Just remember, that powerful images and insightful videos can only do so much. You must merge these with strong, emotive and informative copy to support them. Content online varies from words you’d read in a book or in a magazine, so you need to be aware of the differences to maximise on its potential. Online content needs to be punchy, short and powerful.

Although you might be dealing with hard-hitting issues, digital copy must retain a chatty, familiar tone at all times. A light-hearted persona is key if you want people to carry on reading — nobody wants a lecture when they’re scrolling through Twitter or reading their emails during a break.

Achieving your marketing potential using digital tactics is a tough, but reachable goal. If your charity has little cash to spare, follow these digital marketing tips to help cut the costs of creating a successful campaign.


There is some god guidance on the dos and donts of Data Protection and digital marketing here


Tim Rogers is a Qualified Change Practitioner and PRINCE2 Project Manager, with an MBA in Management Consultancy. Past projects have included the incorporation of Ports of Jersey and Operations Change and Sales Support for RBSI and NatWest. He is a tutor/lecturer for the Chartered Management Institute. 

+447797762051 Skype: timhjrogers

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