It’s important for non-profits to market themselves effectively. Unlike for-profit businesses, they do not usually have an income to fund their advertising, marketing, and other business ventures. Therefore, when they do spend money on their website, email campaigns and employment, they need to ensure it is effective, reliable, and executed properly. For example, when creating a website, the non-profit needs to include a place for donations, an ‘about us’ page, information on the cause, and a page for donators to include information so the non-profit can apply the data elsewhere – such as email marketing, which needs to be utilized for any future Giving Tuesday events.
Make a Plan
You need to plan how you are going to collect the data, segment your findings, and how you will finally use them for Giving Tuesday (November 28th). You will also want to advertise and promote the event, and how you are going to gather donations; this is because only 18% of people are aware of Giving Tuesday, which is startling when compared to the 93% of people aware of Black Friday. Email is already a great and reliable way to spread word about the cause, so include a ‘sign up’ option and any further information on the event in a regular newsletter. Email is the easiest way to drive awareness on a large scale.
Reach Out to Existing Donors
Maximize your existing donors, and reach out to them. Not only are they more likely to make a larger donation themselves, but if you send them an email catered to them, then they will also spread the cause of Giving Tuesday via word-of-mouth. Stay on top of your donor’s mind by using email automation – 88% of dollars raised comes from 12% of a non-profit’s pre-existing donors.
Your volunteers will be regulars to your website, and they will also most likely share any content and posts you publish, so keep an active blog detailing the help you’ve managed to give, and the goals you’re still hoping to achieve. Also reach out to your volunteers by sending personalized emails; emails with personalized and customized subject lines are 26% more likely to be opened, so it’ll greatly improve your chances of gaining more donations.