5 Tips for Building Your Non-Profit’s Online Communication Strategy
June 5th, 2009
For many non-profits, moving actively into the online arena can be daunting. Technology is evolving at a record pace and every month it seems that a new application is making headlines as the “hottest” place to be. Don’t be intimidated- many of those applications will come and go quickly and aren’t worth your time.
Technology is however revolutionizing the way that non-profits do business, and its value added is real. Today you can reach tens of thousands of people and make a tremendous difference with just a small and dedicated team. Adopting five core best practices can significantly increase your impact:
- Make your website dynamic and interactive. Most organizations and companies are now using content management systems rather than the traditional static sites, and visitors have come to expect as much. You have just a few seconds to make a positive impression and communicate your core value. To encourage your visitors to return regularly, you should offer fresh, compelling content and get them involved in your cause in a meaningful way. Your website is your public face, and you may not have another chance to make a positive first impression.
- Consolidate and manage your contacts. One of the most critical “must-have” tools for non-profits is a constituent relationship management (CRM) system. A CRM system enables you to manage all of your relationships (end beneficiaries, donors, individual contributors, volunteers, colleagues, partners, media, elected officials, etc) through one versatile database, and make the most of your organization’s interactions with each. Personal contacts thus become institutional contacts and relationships are maintained despite staff turnover. You can easily target and personalize email blasts, newsletters or fundraising drives, and aggregate and track results.
- Use email marketing. Email marketing to your existing constituents is one of the most cost-effective strategies to reach your target audience. On average email marketing returns $48 for every $1 dollar invested. It is highly targeted, cheap, timely, and builds fidelity among constituents. A widely populated and accurate CRM system is critical however, to ensure that your emails reach a broad base and are well-targeted.
- Build your online partnerships and networks. Every link and visit to your website counts. The more links and traffic you have, the higher your PageRank goes and the more prominently you are listed in relevant search engine queries. Being on the first page of a search (or even second or third) increases your credibility and visibility. Make sure your organization is listed in all relevant directories and professional membership associations with a direct link back to your website wherever possible. Exchange links with partners and colleagues (particularly those that already have a high PageRank) and ask donors to link to your organization or project web pages. Use social networking venues (Facebook, LinkedIn, Twitter, etc) to expand your exposure into the vast network of bloggers and grassroots activists.
- Monitor the results. Use weekly or monthly Google Analytics reports to keep close tabs on what is and isn’t driving traffic to your site. Use your CRM system to track which communications generate a higher response rate from your constituents. What works best may be unique to your particular cause and your constituents. Over time you’ll discover which topics peak your audience’s interest, and which strategies generate the most donations or volunteers. Those lessons learned over time will become invaluable, helping you to continually refine your strategies into a solid formula for success.
By Elizabeth Beachy, Upleaf Co-Founder. Upleaf is dedicated to helping non-profits increase their social impact through strategic online communications.
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