Nonprofits change the world. To do so, they depend upon the support of donors and volunteers. They also depend upon their ability to reach their target recipients. A homeless shelter, for example, needs to be visible to the individuals who need its services.
Receiving that support, and reaching those recipients, often requires marketing, which does not always feel natural to nonprofits. They want to focus on changing the world, not on buying ads.
Effective business advertising for nonprofits requires some work, some help, and some savvy. What it does not require is a huge budget, which is good news for budget-conscious organizations.
Here are some tips to get your nonprofit started in the business advertising realm. These tips are not only effective; they are inexpensive too.
Use the Facebook “Donate” button.
Calls to action are important for encouraging people to take the steps you want them to take with your organization. Getting people to donate is probably at the very top of the list of actions you want people to take.
Facebook makes it easier for people to give directly to your nonprofit by placing a “Donate” button directly on your page.
Only registered 501(c)3s qualify for this button. You will also need to enroll your organization in Facebook Payments to gain access to the Donate button.
You should be able to place this button on your page by going through the “Add Button” function on your page. Since the process is so simple and the potential rewards so great, it should be one of the first things you do as you develop your business advertising for your nonprofit.
Go live on Facebook.
Facebook introduced its Facebook Live feature in 2016. In just two years, more than 3.5 billion Facebook live broadcasts had been made. In 2019, users spent a collective 3,000 years watching videos on the social media platform.
Users love video, and they especially love live video. In 2019, the conversion rate of live videos was almost twice that of non-live videos, earned 35 percent more engagement and received 10 times more comments.
Take these statistics, add in the fact that Facebook Live is free to use, and you have a perfect business advertising avenue for nonprofits.
Need ideas for videos to create? Why don't you answer FAQs, introduce viewers to the recipients of your organization, show volunteers at work, and more? The sky really is the limit as long as your videos are providing content that your users will find relevant and compelling.
Embrace the power of videos.
Facebook Live is a powerful way to use video to your advantage as a nonprofit. However, it isn't the only way. You can also make regular, non-live videos part of your organization's business advertising endeavors.
These videos make great additions to social media and to your website. They can also be an effective way to capture, and keep, your target audience's attention.
Consider, for example, the fact that 57 percent of millennials watch more video ads on social media than on TV. About 40 percent of marketers find that videos yield the best ROI. Just about everyone (93 percent) who goes online watch videos. Videos are a powerful marketing tool.
You don't have to spend a lot of money to take advantage of this marketing tool. You just need a little bit of creativity and a business advertising strategy that understands how to leverage video to your advantage.
Take advantage of Google Ads Grants.
Cash-strapped nonprofits don't always have the resources to run Google AdWords campaigns. If this is you, don't despair. Google gives away about $1 billion in free advertising a year through its Google Ads Grants. These grants allow qualifying nonprofits to spend up to $2 per click and $10,0000 a month in free Google Ads.
In order to access these services, you will need to follow Google's application process. This process includes setting up a Google Ads account, setting up a Google nonprofit account, and filling out an application.
If selected, you can enjoy Google Ads campaigns for one whole year. If you do not qualify for a Google Ads campaign, you can also pursue paid Google ads. With the help of a digital marketing agency like Distinct Web Design, you can create ad campaigns that fall within even a tight budget while still delivering results.
Marketing your nonprofit on a budget can feel a little bit difficult. At the same time, doing so is critical to your organization's visibility and success. The more people you reach, the more volunteers and donations you can receive. Do not discount marketing as a tool as you seek to change the world through your nonprofit. Marketing isn't just for for-profit businesses.
Fortunately, there are many ways to market your nonprofit inexpensively. Some business advertising solutions, like the Facebook Donate button, or Google Ads Grants, are specifically designed to help nonprofits market themselves inexpensively. Others, like videos and Facebook Live, are free or inexpensive to pursue and can have a big impact.
If you need help creating a compelling online presence for your nonprofit, reach out to Distinct Web Design. We can help you to get the visibility you deserve, within the budget you have available, so you can continue changing the world.
