5 low cost marketing strategies
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The document outlines five low-cost marketing strategies for non-profit organizations, emphasizing the importance of an effective website, strong content strategy, social media marketing, e-mail marketing, and public relations. It discusses how to optimize online presence, use keywords effectively, and maintain consistency in messaging. The aim is to promote fundraising events, encourage donations, and enhance volunteer engagement while utilizing limited resources effectively.
5 low cost marketing strategies
- 2. Marketing is essential for non-profit organisations, as much as it is for a profitable business. Indeed, Marketing can help a non- profit organisation to promote your fundraising event, encourage donation or attract volunteers. The biggest challenge is to do more with less, using savvy communications techniques, both offline and online. MORGANE SENEZ - 02/2021
- 3. The website is the window of an organisation. Many organisation do not value their website as they should, however, a bad website will leave your audience unsure if you are the best for them. MORGANE SENEZ - 02/2021 ENHANCEANDOPTIMISE YOURWEBSITE
- 4. MORGANE SENEZ - 02/2021 TELL YOUR AUDIENCE WHAT YOU DO ENHANCEANDOPTIMISEYOURWEBSITE Your value proposition (mission statement) as well as the look and feel of your brand tells the visitor what you do and why you do it. Knowing that you have to convince a prospect within the first 8 seconds to stay, read and interact on your website it is advised to publish your value proposition at the top of your homepage.
- 5. MORGANE SENEZ - 02/2021 FIND THE RIGHT KEYWORD ENHANCEANDOPTIMISEYOURWEBSITE •Make sure that you use the right keyword in your content. •Keywords set the stage and lay the groundwork for a successful SEO campaign. •It is advised to use the Google Keyword Planner tool and the Google Trend tool, and consider how your search for things as a customer not as an organisation. •You have to bear in mind that your audience does not know your business as much as you do, they might use a simpler keyword or keyword phrase.
- 6. As a marketer, content is key, and producing content costs you only time! However, it is crucial to have the right content strategy, the last thing you want is to spend time creating a blog post that no one will read. MORGANE SENEZ - 02/2021 ADOPTASTRONG CONTENTSTRATEGY
- 7. Adopting a Thought Leadership strategy can help you promote your brand to a broader audience in a cost- effective manner. First, you have to build your credibility until your audience gets to the point at which they find you credible enough to be a thought leader (A thought leader is the go-to person in his field of expertise and is seen as a trusted source). Then, make sure that your content contributes to a conversation around a meaningful topic, the reader must feel like the piece of content is unique, memorable and impactful. MORGANE SENEZ - 02/2021 ADOPTATHOUGHT LEADERSHIPSTRATEGY
- 8. Use your social media platform to promote your content, they are an excellent way for a non-profit organisation to get their message across without spending a lot of money. Don’t forget to link them to your website as this will help your website to rank up on search engine like Google. MORGANE SENEZ - 02/2021 SOCIALMEDIAMARKETING
- 9. MORGANE SENEZ - 02/2021 SOCIAL MEDIA PLATFORMS SOCIALMEDIAMARKETING There are a lot of social media platforms out there, but it is recommended to choose up to 3 platforms and concentrate the marketing effort on those ones which will allow you to optimise your profile and keep a consistent communication, especially if you have a small team. Among the most popular and most used social media for non- profit or charity we can find: • Facebook • Twitter • Instagram • Pinterest • YouTube • WhatsApp
- 10. E-mail marketing is an excellent way to communicate with your prospect but also loyal clients, as a study showed in 2018, e-mails are one of the most effective marketing channels. You can choose to send a newsletter weekly, bi-weekly or monthly, but make sure you stay consistent by sending a newsletter at the same frequency and time (for example every last Thursday of the month). MORGANE SENEZ - 02/2021 E-MAILMARKETING
- 11. MORGANE SENEZ - 02/2021 SOCIAL MEDIA PLATFORMS SOCIALMEDIAMARKETING Before starting to elaborate your e-mail, it is advised to define your objectives and your segments as per the examples below: • The objectives examples: Drive more donations, advocacy, retention or encourage volunteers to join… • The segments: divide your database into segments like donors, volunteers… Whatever the goal of your e-mail marketing is you should create a compelling, inspiring and emotional content showing the value to the communities it serves and pointing to this goal and inviting your audience to take action. Your newsletter can include stories from beneficiaries or volunteers illustrated by pictures from the field.
- 12. PR is an excellent way for non-profit organisations to raise awareness among the target audience, to succeed in their mission and to inform the public about their cause. MORGANE SENEZ - 02/2021 PRESSRELATION
- 13. MORGANE SENEZ - 02/2021 DRIVE A SUCCESSFUL PRESS RELATION STRATEGY PRESSRELATION One of the main goals is of course to become the go-to organisation, the organisation journalists will contact to get an opinion about a matter. Note that non-profits have one significant advantage over corporate peers: their perceived inherent credibility, unburdened by the profit motive. To drive a successful PR strategy, it is essential that the non-profit organisation have a well-defined strategy, using consistent messaging across its communication channels. Build your unique storytelling that differentiates you from others, it must be a story based on the foundation of strategic messaging supporting the ‘‘why’’ of your organisation.