Here are a 4 helpful techniques to track potential donor from social and digital to engagement.
#1 Track it
You need to know if your media efforts are underperforming. If you have an underperforming asset it is either because you are using the wrong type of media for your organization or it’s because you have the wrong kind of content for that type of media. Either way, you need to know if you are getting donors and volunteers from your digital assets, so make sure to embed a way to track the traffic. Facebook and Google both offer tremendous ways to gather statistics.
#2 Combine Social Media Posts with Online Content
Used together, social media and a great website can play to the strength of each.
- Social Media provides immediacy and a modern edge.
- A great website provides a level of trust, stability, and a bulk of content that social media can’t offer. Additionally, direct mail lasts longer.
When a message is coordinated across your web and social platforms, it can give your digital advertising a greater impact. We’ll talk more about effective print strategies later in the guide.
#3 Don’t Just raise awareness, always include a call to action on every advertisement
Good communication isn’t free. It takes time and effort. It is too expensive to be passive. The time invested on an email, a blog article or social media post is wasted if it is designed primarily to spread awareness of your logo. I’m a huge advocate of ditching logo awareness campaigns. Nonprofits need to share their needs and make the ask. Make sure you always give your donors the next step by providing a clear call to action.
- If you want them to donate towards a project, tell them about the needs you have
- If you want them to purchase a book in your online store, ask them to buy
When designing a media piece ask yourself, “What do you want people to do when they see this ad?” People read about 7 words, they look at pictures and they might take 1 action. DON’T WASTE YOUR MEDIA by making the call to action unclear.
Blog posts on your website and expert articles in journals or trade magazines are proper places to develop your brand depth and establish yourself as an expert.
#4 Coordinate your efforts between your Website, Email and Social media
Later in the guide, I’ll touch on newsletter, print media and a number of other advertising avenues. As your organization grows, you could find yourself with a dozen different account executives working for a dozen different media organizations. Plus, you may have multiple designers and producers. They will never naturally be on the same page.
You need to coordinate your advertising efforts on a regular basis. Have regular creative meetings so your media staff remains on the same page.
Managing 2 or 3 media organizations is not too difficult. If you have more than a few media organizations to manage, it might be time to hire an agency that specializes in nonprofit media. They will help you to evaluate the effectiveness of campaigns, they will help to negotiate contracts, and they typically have reliable sources for design, copywriting and production services.