Mar 31, 2014
Advancements in modern technology are changing the nonprofit industry. Charities that don't want to be left behind are changing organizational functions such as accepting online donations and the way they market themselves.
Technological improvements are ever-changing, so nonprofits need to adapt to establish themselves in a competitive industry. Listed below are three marketing tips charitable organizations may need to look out for in the near future:
1. Social media means media: Online networking is an outstanding platform for sharing content with multiple users. However, with many organizations and businesses competing for sets of eyes, a charity must create different types of information by utilizing all forms of media. Subject matter is great for educating followers, but the materials that are shared fastest and the easiest to view are video, pictures and infographics, npENGAGE says. Even taking advantage of popular mobile apps like Vine and Snapchat could give nonprofits an edge over organizations that aren't as tech savvy. These are unique ways for groups to creatively share their stories with benefactors.
2. Optimize website for mobile: According to the Pew Research Center, 58 percent of adults in the U.S. own a smartphone. Another 63 percent of adults access the Internet on their mobile device, Pew found. With that in mind, nonprofits should begin focusing resources on mobile-friendly websites that potential donors can access without having to zoom in 10 times to read the content. Visitors are more likely to stay on a mobile-friendly webpage where browsing is streamlined versus an outdated, difficult-to-navigate Web platform that users have to zoom in and out of. There are companies that will create a mobile website for any business, so the investment is well worth it. An optimized website can effectively keep the interest of a visitor and, if designed properly, may just funnel the user right to your donation software.
3. Track what's being said about your organization: There are ways to monitor conversations about your nonprofit on certain social media platforms. A simple search using a hashtag with your organization's name or keywords related to the charity can bring up all sorts of interesting results. However, for the extremely tech-savvy bunch, there are programs out there that will analyze social media posts about your brand and report them back to the organization. This is a good way to understand how your nonprofit is publicly perceived; it also allows groups to get real-time feedback on any marketing or fundraising efforts, npENGAGE says.