Friday Five 020: How to Use Digital Marketing Sustainably

3 min read ✭ Join us in Episode 020 of the Friday Five, as we cover how to use digital marketing sustainably in a way that makes sense for your nonprofit.  

What is the Friday Five?

Each Friday, we will be answering your most pressing questions from our Digital Marketing for Nonprofits Facebook group. If we don’t cover a challenge that you or your nonprofit colleagues are facing, drop us a comment below or tweet us @CommunityBoost and we’ll add it to the queue. 

Let’s dive in! 

Nonprofit Marketing Challenges

1) Your Biggest Marketing Challenge: “Efficient use of digital marketing with a concise message.” – Kay, Peaceful Animal Adoption Shelter

Our Solution: You should definitely be using the Google Ad Grant. If consistency, time and resources are issues for you, the grant can give you $10,000 per month for targeted search ads. We here at Community Boost have done this for animal shelters in the past and it typically does very well. People are already searching online whether it’s to adopt a pet or organizations benefitting animals, so ads on Google can work for you. When it comes to social media and your own digital platforms, let the animals and imagery do the selling whether it’s for adoptions or donations. Take some time to create content showcasing your animals because that is what will resonate with your audience. 

2) Your Biggest Marketing Challenge: “List size (too small for a custom audience). ” – Jamie, Texas Appleseed

Our Solution: You can still create ad builds without custom audiences in Facebook and Instagram. You can definitely run interest audience here and can likely figure out the targeting to make it work for you. Also, be sure to build remarketing audiences after sending traffic via Google Ad Grants. 

3) Your Biggest Marketing Challenge: “Buy-in from leadership” – Josh, GRIP Outreach For Youth

Our Solution: Leadership has a fiscal responsibility to the organization. However, this is an issue because they have to support the long-term vision and strategy, as well as the sustainability and success of the nonprofit, but often they may not understand digital marketing and how it works. Ultimately, your organization needs to build supporters and to do that, you have to market where people’s attention is at. Right now, that is on mobile and online. 

It’s important to learn how to communicate effectively to potential supporters on the digital front and tell your story. Mastering these new strategies will take time, but by practicing today, you are setting your organization up for a more successful future. The rewards go to the organizations that figure out these new channels early before all other organizations are doing it.

4) Your Biggest Marketing Challenge: “What to post and how often.” – Mildred, Able Angels Residential Care Homes

Our Solution: Don’t overthink it. What’s most important is documenting your journey. There isn’t a perfect formula, so just be as consistent as you can. Find your voice and see what engages your audience. Start with weekly, then three times a week, then daily and once you’ve built up a team and a strategy multiple posts a day. 

Does your nonprofit incorporate digital into its marketing strategy? Have you had success with it? Comment below or tweet us 

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