Charities that don’t adapt to digital marketing, run the risk of becoming obsolete.
And NGO’s are struggling to adapt to digital technology. A study performed by Lloyds bank confirmed that 51% of non-profits do not have the personnel or contacts with digital marketing skills.
Arguably the biggest problem NGO’s face is how they can best monetize digital strategies. Until marketers understand the digital landscape, investing in online marketing is seen as a waste of money.
It’s also natural for marketers to stick with what you know. And if it is working why change it. According to a report published by CAF, donations in the UK increased by £10.3bn.
However, the only reason for that is because fewer people are giving more. Whilst cash remains the most common way to give donations, the level of giving is decreasing.
It’s clear that traditional marketing strategies are not sustainable. Is the digital era inhibiting charities, and if so, what more can non-profits do to reach out to donors?
NGO’s are being challenged to reevaluate how to engage audiences. There is no escaping the fact that consumers are more engrossed in digital platforms – and that’s where their decision making is organised as well.
Digital Marketing Strategies for NGO’s
When it comes to digital marketing, the RAW London Benchmark observes that organisations in the third sector don’t know where to start.
Despite the lack of a digital strategy in the third sector, 75% of charities do acknowledge there is a need to grow their skillset in order to improve fundraising.
Five key areas NGO’s should focus on in the digital age are:
- Demonstrate ethics to increase trust in your charity
- Be transparent about where donations go
- Reveal the human side of your brand
- Embrace digital influencers
- Produce videos
CharityComms states video reigns supreme when it comes to reaching and engaging digital audiences. CEO of RAW London, Ray Wilkins declares:
“Even without a strategy in place, some charities are seeing the benefit of video content – nearly 74% of our survey respondents said they’re seeing return on investment when choosing video content. And a whopping 95% said that they see video content playing more of a role in their organisations in the coming year.”
The power of video
Nothing evokes emotions quite like video. For charities, getting to the heart of the matter is crucial to getting to the hearts of donors – no matter how controversial the subject matter is.
A recent story underpins the power of video. In early May, Facebook banned a video published by Bahay Tuluyan titled “Disgusting Stories.” The video featured the traumas children who are victims of sex abuse face.
Facebook removed the post citing the content was in “violation of community standards.”
The ban attracted local and international attention accusing Facebook of silencing the very campaign Bahay Tuluyan is fighting for: not giving innocent people a voice. Three days later Facebook lifted the ban and the video was seen by 141 million viewers.
Another strategy to promote video to a mainstream audience is to organise a publicity stunt. Seeker has partnered with Discovery to film Ben Lecomte perform a 5000 mile swim from Japan to San Fransisco to raise awareness of how pollution affects the health of the ocean.
In addition to producing powerful videos, non-profits should be adopting online tools. Google is a leading advocacy in this area and provide marketers with a raft of digital tools that can give your campaigns a boost.
Understanding the digital arena is half the fight for marketers. But once you know what your options are, campaigns slot into place.
Given video is the most consumed media in the digital age, NGO’s need to place video at the centre of your campaigns. F&C not only produce powerful videos, we also put a content and distribution strategy in place to ensure you reach a wider audience.