Nonprofit Marketing: Motivating Donors to Give
Our Approach
Tocquigny uses the following methods to help nonprofit clients meet their online acquisition goals:
Audience Research — Learn about your donors
Audience research is the single most important component of an effective marketing strategy. Without it, an organization can have only limited insight into the desires and preferences of its clients. Research provides information on who is giving, how they give, what motivates them to give, and where they are spending time online. Using such knowledge, a nonprofit can improve the efficiency of its marketing strategy.
Get Sticky — Engage the audience using interactive rich media
Interactive media engages web audiences. While more expensive to produce, rich interactive media enables nonprofits to more effectively engage donors with their brand and their cause. By themselves, rich media assets may not perform at an acceptable CPA; however, as part of an overall online strategy, rich media has been proven to provide a halo effect on both display- and paid-search campaign results.
Target and retarget — Keep track of your viewers’ interests
Make your advertising message more appealing by “targeting” viewers. A targeted marketing campaign keeps track of viewers’ interests and presents tailored messages to them. This approach can be expanded using a strategy called “retargeting,” which involves creating an advertising network that reacts to viewers’ interests at every step of their experience. Recent research shows that implementing a retargeting strategy can generate nearly three times (270%) the conversion rate than the average non-retargeted campaign, while simultaneously costing 50% less per acquisition.
Tell a better story — Use your campaign to create an intriguing narrative
Modifying ad campaigns will lead to improved quality and performance. Changing the content and settings of campaigns and ad groups, as well as editing keyword lists and landing pages can have a positive effect. For paid search, initial optimizations may consist of simply adding a few new keywords, while more in-depth optimizations can involve adjusting maximum CPC bids, reorganizing ad groups, rewriting ads, changing targeting options, adjusting keyword matching types, and choosing relevant destination URLs. Display assets should be optimized to tell a story. Creative remessaging extends the narrative with views, giving them a deeper look into the brand or cause.
Land punches — Customize your landing pages
Extend the 15-second exposures by developing customized landing pages that complete the story depicted by each banner ad. Delivering potential donors a themed second punch allows for an increased level of commitment.
Strategically combining the tactics described above, Tocquigny has seen significant success with nonprofit marketing focused on developing many types of donors. We will be happy to share specific case studies for more in-depth information.
