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
UNDERSTAND YOUR AUDIENCE
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.
UTILISE SOCIAL MEDIA
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.
THE ISSUE YOU WANT TO SOLVE
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.
IMAGES AND INSIGHTFUL VIDEOS
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.
DATA PROTECTION AND DIGITAL MARKETING
There is some god guidance on the dos and donts of Data
Protection and digital marketing here
http://gdprjersey.blogspot.com/2017/12/jersey-charity-advice-on-gdpr-and.html
SOURCE
https://tinyurl.com/y949jtkd
ABOUT THE AUTHOR
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.
CONTACT
TimHJRogers@AdaptConsultingCompany.Com
+447797762051 Skype: timhjrogers TimHJRogers@gmail.com
No comments:
Post a Comment