As a nonprofit organization, your marketing strategy includes solutions for reaching and engaging as many donors as possible. This goal can be best achieved when your plan includes multi-channel marketing.
Multi-channel marketing is a successful nonprofit funding strategy that involves spreading the word about an organization’s efforts through multiple communication platforms. This strategy is effective in that it aims to reach an array of donors at multiple touchpoints.
If you only use one channel to reach your audience, you’re probably missing many potential supporters. People have different communication preferences, and using multiple channels will ensure you reach as many people in your audience as possible.
Simply, when you increase the number of outlets you use to communicate your message, more people will see it. This will work to improve your donor engagement and retention as they’ll effectively be reminded of your cause and how to get involved. Here’s are a few tips for integrating your strategy into your marketing communications:
1. Choose Your Channels Carefully
In addition to reaching as many people as possible, multi-channel marketing campaigns allow the channels to work off one another, creating a seamless experience for supporters.
You just have to choose the channels that you will use. The big three multichannel fundraising platforms are direct mail, email, and social media. You can also use your website, phone calls, text messages, and word of mouth, but we’ll focus on the previous three for this guide.
Sending letters, postcards, pamphlets, and other mailers can help support your marketing activities and make a valuable impression on supporters. Physical mail is anything but obsolete—it’s a valuable communication tool with high response rates, ROI, and visibility.
Consider how to implement the most effective type of direct mail for your nonprofit organization. Your promotional efforts’ physical presence will resonate positively and will likely be one of the largest sources of your individual contributions. Be sure to consider the following benefits of direct mail when constructing your marketing plan. Direct mail:
- Reminds supporters of your mission. Receiving a piece of mail is sure to serve as a reminder of your mission for your donors. After all, most people at least skim every piece of mail, and they’re more likely to contribute if you’re on their mind.
- Connects with older supporters. Your older donor segment is likely to be the most responsive to direct mail. As your donors age, their channel partialities will continue to change as they grow older. Be sure to keep up with the trends and channels that emerge to best communicate with various donor segments over time.
- Keeps people updated on your efforts. Supporters, by nature, are more likely to read their mail than other channels. Use your mail as your outlet for important information. Be sure to promote efforts such as events and opportunities.
If you’re still struggling with implementing direct mail into your marketing strategy (or are unsure if you even want to), check out re:Charity’s guide to debunking direct mail fundraising myths.
Email fundraising is one of the most inexpensive ways to reach your donors. However, for best results, it should be integrated with other forms of outreach due to the tendency of recipients overlooking your messages or it going to spam.
Therefore you must use best practices to overcome the hurdle of getting lost in the clutter of your supporter’s inboxes. How will your organization’s email stand out? Here are a few tips:
- Include a compelling subject line to grab attention.
- Create a visually pleasing layout.
- Incite a clear call to action.
- Tell a story in your body text.
- Follow up regularly.
Then, be sure to keep track of who opens and acts on your emails in order to send your materials efficiently in the future.
Social media can be used in a marketing strategy in a variety of ways. This is an excellent tool for reaching a wide array of potential donors. However, implementing a nonprofit digital campaign may be challenging due to the clutter of posts on social media platforms. Giving Mail’s guide to nonprofit digital campaigns offers tips on distinguishing your posts on each platform to encourage users to interact and, ultimately, donate.
Be sure to consider each social media platform as individual entities. Your organization’s strategy can be optimized for the specific platforms you choose. For instance, Instagram is best used for images, Twitter for quick updates, Facebook for long-form content, and more.
Make sure your nonprofit’s social media presence acts to supplement your larger outreach strategy. This can be done with a comprehensive social media content plan. As your campaign takes off, track your metrics over time to provide content where your donors are scrolling. When users begin to interact, listen and respond as much as possible.
2. Craft the Right Message
Use the information in your CRM, or constituent relationship management system, to personalize messages to your supporters. People tend to respond better to more individualized communication rather than a generic call to action.
Segmentation strategies also ensure you adhere to the interests of your supporters as you send messages to them. GivingMail’s guide to donor management software can help you leverage your collected information to better target your potential supporters. For example, you can send event opportunities to the donors who spend more time volunteering because they are most likely to respond and interact with your message.
Additionally, there are numerous ways to add personal touches to your marketing outreach. As mentioned above, people respond well when they see that a nonprofit has taken the time to specifically reach out to them. Thus, be sure to follow these essential tips:
- Address them directly- For example, in the introduction of an email or physical letter, use your supporter’s preferred name rather than a “Dear valued supporter” or similar generic introduction.
- Thank your donors- As your donors interact with your marketing pushes, be sure to thank them for their time and contributions. This gesture will go a long way in creating a personalized connection between you and them. This guide provides a variety of ways to express your gratitude to your supporters.
With the right message, your content will stand out either on paper or in a social media feed. Taking the extra time to cater to your donor segments can go a long way when it comes to securing their donation and deepening your relationship with them.
3. Use Effective Imagery
Now that you have your selection of platforms and have determined messaging tactics be sure to include some eye-catching photos and graphics in your marketing materials as well. These will draw attention to your content and encourage engagement. Generally, just one or two images can speak louder than a clutter of visuals. Using too many can often confuse the reader or distract them from the content.
Effective imagery will help evoke emotion in the reader, creating the most significant impact possible. These types of images can look like:
- Photos of outreach events
- Your organization actively helping the community
- Fun moments from fundraiser events
- Infographics on goal-reaching data
With these dynamic visuals, your end-users will be able to picture themselves as a part of your organization or can see how your cause is making progress in an easy-to-read graph.
Now that you’re aware of how a multi-channel marketing strategy can engage a wider audience, be sure to implement the aforementioned best practices and determine which platforms work best for the people you’re trying to reach. Then, produce content that will engage and inform them on ways to best support your mission!