How Using Digital Activism Can Help Non-Profits

Many of you may have heard the term "Digital Activism" and think of brands who spread their activist messages through a one or two-time marketing campaign. This is not the definition we, as digital marketers, use. Digital activism is a form of activism that uses the internet as a platform for humane actions to be taken.

A particular non-profit organization that I personally care about is Planned Parenthood. Many people consider this a "controversial" organization but that is because so many fixate on the fact that this organization provides abortions to mothers who are not prepared to have children. Without getting too political about this topic, I will strictly focus on the other services Planned Parenthood provides as well as how they have used digital activism to bring light to their name.

Examples of Planned Parenthood Using Social Media

I figure since the younger the user is, the more likely they are to use Instagram multiple times a day, this would be a perfect opportunity for Planned Parenthood to market their services since this age group is the most likely to begin their women's health journeys. Planned Parenthood uses aesthetic graphics on social media to emphasize everything they stand for. By using social media to market their services and missions, Planned Parenthood can reach their audience in a more personalized way through options on their Instagram page to directly message, call, or donate. These methods work to increase traffic to their site and eventually, lead to more clients for the organization. Since most people who visit the Planned Parenthood site are likely to convert in some form, the organization's goals are to provide a safe environment for those who wish to exercise their women's reproductive rights and overall women's health.

How to Implement Skills from this Class to the Cause

With correct funding, Planned Parenthood's message can be optimized and the movement to defund them could be changed. If other women's health services were to be at the forefront of the organization, there might be less critics claiming it unethical to step foot in a Planned Parenthood and there might be fewer protestors waiting to bark at patients. If the organization were to implement SEO or effective landing pages to their marketing campaigns, the word could be spread even farther as to who exactly Planned Parenthood is and what they stand for. Not to mention, using local search for people in close proximity will optimize local visitors to the site.

Thank you for taking the time to read!