You need a good website
A good charity site needs good digital marketing
The world of non-profits is evolving, and the digital influence is more important than ever. To thrive, charities must learn how to make the most of online tools to amplify their message, reach new supporters, and achieve their fundraising goals. This guide will provide you with expert tips and strategies to fine-tune your charity digital marketing approach and ensure your organisation stands out in today’s competitive online landscape.
Why digital marketing matters for charities
For many charities, limited resources mean making every marketing effort count. That’s where digital marketing becomes a game changer. A well-executed charity digital strategy can help:
- Maximise donor reach
- Increase fundraising effectiveness
- Build long-term relationships with supporters
- Spread awareness about your mission to a broader audience
But digital marketing isn’t just about meeting organisational goals—it’s also about carving a meaningful space online to connect with those who want to support your mission.
Working with your audience
Creating compelling content
No charity digital strategy is complete without compelling content. To captivate your audience, you need to tell stories that resonate emotionally:
- Showcase the individuals you’ve helped and highlight the tangible impact your organisation has made.
- Use high-quality graphics, videos, and authentic testimonials to bring these stories to life.
Tips for effective storytelling
Your content should:
- Focus on people, not metrics. A story about a child whose life was transformed by your work is more impactful than raw statistics.
- Show, don’t just tell. Use visuals like before-and-after photos, infographics, and videos to illustrate your achievements.
Email marketing strategies for building donor relationships
Email marketing remains a powerful way to establish lasting donor relationships. Here’s how you can do it effectively:
- Welcome series: Send a warm welcome email series to new subscribers with clear calls to action, such as donating or volunteering.
- Updates: Keep your donors in the loop with success stories, event invitations, and progress updates on projects they’ve supported.
- Personalisation: Segment your email lists to send personalised messages and appeals based on each recipient’s level of engagement.
Use a compelling subject line that grabs attention, such as “See the lives you’ve changed this month!” Include impact-driven visuals and a clear donation button.
Techniques
Search Engine Optimisation (SEO) techniques for non-profits
Effective digital marketing for charities starts with being discoverable online. That’s where SEO comes in. Here are a few SEO strategies for non-profits:
Keyword optimisation
Use relevant search terms like “charity marketing” or “digital marketing strategy for charities” throughout your website and blog content.
Meta tags
Write concise, keyword-rich meta titles and descriptions for every page on your site.
Backlinking
Earn backlinks by collaborating with reputable websites or appearing in online publications.
For example, Xanthos Digital helped the Cancer Prevention Research Trust boost its organic search traffic by 514% through a combination of responsive web design, content marketing, and targeted SEO techniques. (Check out the full CPRT case study here.)
Using paid advertising to boost fundraising efforts
Paid advertising tools like Google Ads and Meta Ads allow charities to target specific audiences more effectively. Google even offers a Google Ad Grant that provides eligible non-profits with $10,000 per month in Google Ads credit.
When running paid campaigns:
- Target demographics like frequent donors.
- Use compelling calls to action, such as “Donate now to make an immediate impact.”
- Retarget individuals who previously visited your website but didn’t take action.
Key metrics to track for measuring success
How do you know if your charity marketing strategy is working? Track these metrics:
- Website traffic and engagement rates
- Social media reach, shares, and click-through rates
- Email open rates and click-through rates
- Conversion rates for donations or event sign-ups
Tools like Google Analytics and HubSpot can help you collect and interpret this data, enabling you to refine your approach.
SUCCESS STORY
A spotlight on successful charity web design
Objective: Boost online donations and visibility
Approach:
- Built a user-friendly WordPress site
- Optimised content for search engines
- Launched targeted Google Ads campaigns
Results:
- +514% increase in organic search traffic
- Reduced cost-per-click on Google Ads
Results
CPRT experienced a measurable increase in online donations and a marked improvement in online visibility, helping them better achieve their mission.
Long-term impact through digital marketing
Digital marketing is more than just a buzzword for charities; it’s a lifeline. By prioritising effective strategies like SEO and compelling storytelling, your organisation can connect with supporters, drive donations, and make an impact that lasts.
If you’re ready to take the next step, trust the experts at Xanthos Digital to craft a digital marketing strategy for charities that delivers results.
Book a call today to learn more.
