Do you have a well-defined digital marketing strategy?
Is your nonprofit leveraging the internet and social media outlets to build its brand and engage its constituents? Like many nonprofits, my client was doing an okay job with its website and social media. The website had grown over the years and had a wealth of vital information, but was disorganized and difficult to navigate. Likewise, my client used social media channels — Facebook, Instagram and Twitter, albeit sporadically and without an integrated strategy to engage its audiences.
My client’s marketing and communications coordinator was overburdened with day-to-day responsibilities: producing a 15-20 page publication each week, creating a weekly newsletter, responding to requests from staff across programs. So, we turned to a digital marketing firm for help. We learned that by engaging them to perform an audit of our website and social media channels, we could build an easily executable strategy.
We started with the website. After all, that’s often an organization’s first impression and thus must best represent the brand, be easy to navigate, be responsive on any device, and function well on a daily basis. We began by answering some very simple questions: what do we like about our current website? What don’t we like? What overall message are we trying to communicate? What look appeals to us? What’s our preferred color scheme? Will we keep our current content? With those questions answered, the web designers were off and running.
Concurrently, the marketing firm performed a social media audit and offered a clearly defined strategy designed to push our messages, events, accomplishments, and key differentiators to increase engagement of our current audiences and build a bigger following. Through the audit, we learned who the key audience for each of our three channels is as well as the types of posts they engage with most frequently. We also received advice for additional content.
Now, we understand what our constituents want both in terms of content and frequency, and have built a quarterly calendar, with the goal of posting 3-5 times per week on each channel. We’re in the midst of building our new website and are looking forward to its October launch. Most importantly, we’re confident that our integrated strategy across all digital channels — website, Facebook, Instagram, and Twitter — will advance our brand and engage our constituents in meaningful and consistent ways.
Whether you have the staff capacity to evaluate, develop and implement your digital strategy yourselves or need to engage and outside firm, don’t delay. Seize the opportunity to share your organization’s vibrancy and vitality with the audiences you’re trying to reach!
by: Molly Galo, Senior Consultant HUB Philanthropic Solutions