Digital Marketing in the Charity Sector

The charity sector has benefited greatly from the digital revolution of the last decade or so. It’s now easier than ever for charitable organisations to reach potential donors and raise much-needed funds.

As the digital opportunities for fundraising have increased, so too has the competition for attention. Although the potential to reach supporters with ease has grown, this is naturally the case for any and all charities. This means that organisations really need to stand out to set themselves apart. Knowing how to embrace the wealth of digital tools available is an essential piece of this puzzle.?

Online Fundraising

Online fundraising is a relatively new concept and one that not all charities are yet taking full advantage of.?

With so many fantastic ways to fundraise online, there’s no reason to miss virtual events out from your fundraising agenda.?

Some of the best ways to fundraise online include:

• Live Auctions
• Silent Auctions
• Virtual Dance Parties
• Online Quizzes
• Video Game Tournaments

Promoting an Online Fundraising Event

When you’re hosting a charity event online, there are many ways that you can market your event effectively. Doing so will help you to reach a wider audience and increase interest in what you're up to. Not only is this great for the event in question, but it can also help new people to discover your charity and learn about your mission. Some of these people could go on to become long-term supporters.

If you already have profiles on Facebook, Twitter and Instagram, then these are great places to begin promoting your online event. Creating a Facebook Event is always a good idea and will mean that those who are interested in coming can easily share the information with their own network of friends and family.?

In addition to social media, email should also be utilised to reach out to your existing supporters and followers. This could either be in the form of an email invitation or could be a more general informational email introducing the event and inviting the reader to head to your website to learn more.?

Brand Consistency Online

If your charity hasn’t already embraced the digital landscape, then you might not know where to start with presenting yourself to an online audience.?

When you’re appealing to people to donate money or support your cause in other ways, the way that you position your brand matters. People will want to be able to see that you’re professional, friendly and consistent in your communications. They’ll need to be able to develop trust in your charity so that they feel comfortable becoming a supporter.?

If your message and your brand voice are different across the various platforms that you’re present on, then this can confuse people. So ensure that your voice, your tone and the type of language used are always consistent. This is especially important to consider if multiple people are responsible for various online activities.?

It’s also wise to make sure your offline presence matches your online one. This means that any colour schemes, logos or branding that you use in a physical brick-and-mortar location should match that which you use online. This includes your website, social media channels and email marketing communications.?

Getting Your Message Out

Building a large and loyal follower base online takes time. In order to do this in the most successful and efficient way possible, you’ll need to know how to connect appropriately with your audience. Remember, what works in one space may not be the best way to reach people in another.?

Do your research, understand where your potential supporters spend time online and what conversations and causes are important to them. Learn about their online behaviour and discover the best ways to appeal to them. These are all time-consuming tasks but they're the essential building blocks of a powerful online presence.?