It’s the End of The World As We Know It…The Old Marketing World, That Is
by Allen M. Nance
In today’s digital world, the marketing landscape has changed – and so have your constituents. Now more than ever, people are more mobile, more connected and want quicker answers. They want the digital world to make once mundane and difficult tasks easier and faster to accomplish. So how do you make sure your nonprofit keeps up with this changing world? The answer is simple: connect with constituents where they are rather than making them connect with you where you are. Keep reading. >>
So how do you begin to connect with your constituents where they are in the digital marketing world? There are several ways to do so. Some of the best opportunities today lie in email marketing, SMS/text messaging, digital voice and surveys, and online giving. It’s all about making it simpler for the end user. As with all marketing channels, empowering the end user and letting them choose the medium in which they want to receive messages will help you get the best results. Let’s break out each of these opportunities and how it could work for your organization.
1) Email Marketing: If you aren’t doing email marketing yet, figure out when you can start. Email marketing presents unparalleled opportunities to connect with your constituents. It can help you raise membership numbers, retain more members, increase donations, promote advocacy opportunities, create awareness of your organization and also garner and mobilize volunteers. The possibilities are endless.
Think about your database of contacts – if you don’t currently have email addresses for everyone on file, begin collecting that information at every event or opportunity. Or, consider conducting an email append to get that information for contacts you have on file. Think about your database as having an east to west orientation rather north to south, where you have hundreds of lists for different target audiences. Having a database created in the east to west manner means you have one master list, with fields telling you who the person is, their likes, dislikes, what information they want to receive, what they don’t want to receive, etc. Being able to filter your list and provide information to constituents they want will help you be smarter about your email marketing and also increase your brand’s “credit score” in the minds of stakeholders at the same time.
Additionally, think of the time and money you can save by starting an email newsletter rather than designing, printing and mailing paper newsletters. Creating an attractive email newsletter template and sending on a regular basis can keep your constituents engaged and more up to date. You also save large amounts of money in the long run, as well.
2) SMS/Text Messaging: Chances are, if you have a tween or teen, you know all about Short Message Service (SMS), or text messaging. What you might not know is that many organizations are beginning to use text messaging as a marketing opportunity. Clients are using text messaging as a means of relaying urgent, important information for advocacy-related help, upcoming grant deadlines, urgent volunteer requests and more. Think about it: your constituents are busy on-the-go people. Meeting them where they are on the mobile spectrum will help you get better results all around.
3) Digital Voice: If your constituent chooses to receive voice messages, here’s another great way to connect with them quickly and cost effectively. With this platform, you can send surveys, urgent volunteer requests, alerts of events and happenings with the organization and more. This is just another way to connect with your mobile constituents and for them to control the medium in which they want to receive communications from your organization.
4) Web Site / Online Donations: For many constituents, their first interaction with an organization is online. Be sure your Web site gives a positive first impression and reflects the brand you want to convey. Five years ago, everyone put up a Web site out of necessity. It was functional, told the story and provided contacts for additional information. The online landscape has changed. Now, people want to do everything online. Can your constituents find grant applications online? Are there PDF downloads of your annual report, newsletters and other publications? Perhaps most importantly, can a constituent make an online donation?
The Web site must make things very simple for the end user. If a potential donor has to download a PDF donation form, find an envelope, find a stamp, write a check and take the finished piece to the post office to make a donation, they might think twice about this method. If the constituent can respond to an email solicitation or go to your Web site to make a donation in three easy steps (click to make a donation, fill out the form, submit) rather than respond with a cumbersome paper trail, what do you think they will choose? What would you choose?
In summation, remember these key points:
1) Market where your constituents are in the digital spectrum.
2) Make it easy for them to take the action you are requesting.
3) Ensure your online presence reflects the brand you want to convey.
4) Give them the opportunity to tell you how they want to receive communication.
5) Again, make it easy.
“Technology is no longer at the service of marketing; it defines marketing.”
Allen M. Nance is the president and founder of Mansell Group, a leading provider of technology enabled marketing. Allen will present at the GCN Summit on Tuesday, May 6 for Technology Speed Rounds.
For more information about Mansell Group and WordOne, or to discuss the opportunities listed above, please call 404-995-8609. |