Check out this blog post we authored for the MA Nonprofit Network about how nonprofit organizations can use online advertising, such as Google Search or Google Display, to drive a diverse set of desired actions (known as conversions) by target-audience members who visit their website.
While I’ve spent much of my career working in the non-profit world, most of friends, family, and colleagues don’t make the connection that I have. This is probably due to the fact that, while many healthcare organizations and health insurance plans are non-profit/not-for-profit organizations, their size and extensive advertising campaigns which I’ve overseen cause others to think of them as for-profit organizations.
In light of the above, despite volunteer work with non-profit organizations like “Home for Little Wanderers” and “Relay for Life”, many few me as a new kid on the block as far as developing and executing marketing and fundraising campaigns goes. Luckily, I’ve had the good fortune of working with organizations that the general public readily views as non-profits on both a paid and pro bono basis — organizations that provide social services and funding to vulnerable populations. And, what I’ve learned from this is that many of the marketing and communications tricks that work well for for-profit organizations also work well for non-profits — whether they are looking to create awareness of their organization or raise funds for their organizations.
A prime example is online advertising, specifically paid search and display advertising. I worked with a well-known Boston non-profit to create an ad campaign to support a holiday fundraising event, and am now managing it. Because individuals are equally interested, if not more interested, in researching both fun things to and charitable things to do, as they are researching business matters, the search and display ads are receiving a pleasing number of “click-thrus”, which my client and I hope and anticipate will lead to increased ticket sales from last year to this year.
I’m really hoping that more non-profits, particularly those that are indeed viewed as charitable/cause organizations, will be interested in speaking with me about the cost-effective and budget-maximizing activity that is online advertising. My last blog post spoke to “Missed Opportunity”. I believe for a non-profit to dismiss the possibility of employing online advertising to promote their organizations and/or raise funds is another “Missed Opportunity”.
Every marketing blogger probably already has or plans to blog about the success of the ALS ice bucket challenge, but I’d be remiss as a marketeer who understands both the perils and benefits of social media, if I didn’t post about the great example of using social media for good that the ice bucket challenge represents.
Social media is no longer a new or innovative form of promotion. It has been around for quite some time now and, almost undoubtedly, is here to stay — for better or for worse. Since both organizations and individuals have very little control over what is said about them on various social media sites, particularly Twitter and Facebook — and even YouTube because of the ability to comment on videos — it’s a wonderful day for an organization when social media users use these channels to support good activities and altruistic behavior.
I imagine there will be lots of copy cats now — particularly, non-profit organizations who could really use a large influx of funds to support necessary research for their cause, or just to carry out their social service activities. I certainly won’t blame or criticize any organization with health-related or other social service missions for trying to launch an equally effective campaign. However, I do believe the organization in-question will need to still come up with a theme and activity that differs a fair amount from ALS’.
First of all, it wouldn’t seem fair or right to steal ALS’ thunder or divert funds away from them using tactics they employed so effectively and on a large scale. Secondly, if the majority of large non-profits decide to implement similar campaigns, I believe there is going to be a limit to the return on investment. Perhaps, I’m wrong, and I welcome your thoughts, but each and every individual and organization only has so many $$ they are willing and able to contribute annually, so regardless of the effectiveness of such campaigns, both the dollars and newness/fun factor that encourages people to participate are going to run out. So, those implementing such campaigns are going to need to come up with something very different and engaging to both grab the attention and donations of their target audiences.
I have to close with thanks, prayers, blessings, and good thoughts for both Pete Frates and his dear friend, Corey Griffin, who was so instrumental in launching the campaign. As most of you may know, Corey recently lost his own life to a scuba diving accident. My heart and thanks goes out to both of their families too — for all the pain and suffering they’ve endured or will endure and all the good they’ve done through their support of and work related to the ALS campaign.
I am adding Pete and Corey to my Keep Up the Fight page right now as I can’t think of anyone more deserving.
