Mastering New Marketing Technologies: A 9-Part Guide for Non-Profit Leaders
Understanding how Marketing and Technology come together to create opportunity in the non-profit industry can be a challenge. Since we are all operating in an ever-evolving landscape, there is an increasingly recognized need for embracing new technologies that drive non-profit missions forward. To help non-profit organizations distill the available technology, we created this 9-step guide.
1. Content Management Systems (CMS)
A foundational element of digital marketing is a strong online presence. Utilizing a robust CMS through platforms such as WordPress, Drupal, or Oxygen Builder offers friend user interfaces and extensive customization options. Each of these also allows for tons of plug-ins to enhance the functionality of your non-profit organization’s website. Another important aspect here is that managing your web content will become much more effective and efficient.
2. Customer Relationship Management (CRM) Tools
At Sulzer, we are constantly screaming about the importance of effective CRM utilization. If your organization doesn’t have one, get one. If you do have one, make sure it is optimized for success. Software such as Salesforce NonProfit Cloud and Blackbaud can revolutionize how organizations manage donor relationships. Each of these tools allows for personalized communications, engagement tracking, and analysis into giving patterns. Each of these enables more targeted campaigns and fosters long-term supporter relationships.
3. Email Marketing Platforms
Another piece of the mar-tech stack that we are constantly raving about at Sulzer is email marketing platforms. Platforms like Active Campaign and MailChimp allow nonprofits to create, deliver, and evaluate email campaigns with a few clicks. There are also segmentation features within each of these tools as well as automation capabilities. The design of these tools are built around a system that enables nonprofits to effectively communicate with their audience and drive engagement.
4. Social Media Management (SMM) Tools
To manage the all-important efforts of social media, you can use social media management tools such as Hootsuite. This kind of tool is important for maintaining an active and engaging presence on social media platforms. These tools can also lighten the load on your organization’s marketing team by allowing posts to be scheduled in advance. Hootsuite also alerts users to mentions and comments to ensure quick responses and engagement with your organization’s audience. SMM tools are another avenue for the analytics of your audience. Hootsuite will allow you to track engagement and create data graphics to illustrate trends.
5. Analytics and Data Visualization
We will scream about analytics until we are blue in the face! I mean it. Active process improvement is a bedrock for success in any industry, but especially in the non-profit sector where budgets are always tight. Google Analytics is a must-use marketing technology. Without it, your organization is operating blind when it comes to digital engagement on your website. With Google Analytics, we can understand web traffic, user behavior, and the bottom-line effectiveness of a marketing campaign. This data, similar to SMM tools, can be driven further with data visualization tools such as Tableau. This can help your non-profit organization transform data sets into understandable and actionable insights.
6. Search Engine Optimization (SEO) Tools
Utilizing software such as Moz or Google Trends gives non-profits the ability to analyze the search performance of their website. These tools allow non-profits insights into the keyword opportunities that exist for the audience. Another great tool that can be used to learn more about the issues your audiences is facing and the questions they have is AnswerThePublic.com
7. Digital Advertising Platforms
Non-profits often shy away from the cost related to paid advertising and media buying. We have always understood the restrictions that non-profits face with budgets but we are always trying to educate on the importance of a paid media strategy and how it helps make up your marketing approach. Paid ads offer a direct funnel of traffic to your organization’s mission, offer, and identity when done correctly. Google Ad Grants also offer non-profit organizations a maximum of $10,000.00 per month in grant money for non-profits. However, we have found that these grant dollars are often more effective when coupled with a paid budget as well.
8. Video Marketing Software
Video marketing is an increasingly important tool for resonating with donors and increasing engagement. Video content is still king and has no signs of slowing down. Tools like Vimeo and Adobe Premier Rush offer the capability to create, edit, and share high-quality videos. These videos are often the most effective creative medium for sharing an organization’s message in a powerful and emotional way
9. Mobile Marketing Solutions
To wrap things up, we often push for non-profit organizations to embrace mobile marketing solutions. These can look like text-to-give services and a mobile-optimized website. It is essential to understand how your audience consumes content and information and there is a good chance they are doing this through their mobile devices, Embracing mobile marketing solutions can significantly enhance your audience’s user experience and boost engagement and support.
Mastering these new technologies isn’t about keeping up, it is about getting ahead! These tools are available and are increasingly proficient every day. They allow for ease of engagement with your organization’s audience which helps achieve organizational goals. The technologies in this guide will enhance any non-profit organization’s marketing efforts and drive more effective positive change.