I've had the opportunity to work with many non-profits, more specifically, directly with their different departments including fundraising, sponsorship, education, etc. I've developed creative marketing strategies across print, the web, and video to help raise awareness about the organization or a specific cause.
Below are some tips I've learned along the way.
Start by evaluating all aspects of the brand and the various online and offline touchpoints from each department; think stationery, email templates, direct mail, invoices, etc. Develop and adhere to company-wide brand guidelines and have the official logo in various print and web formats readily available to ensure proper usage and propagation. Pre-select engaging images (original images are a plus) and recognizable styles across websites, social media, print materials, and giveaways.
Your website is today's most valuable tool to reach and interact with audiences. Make it easy for visitors to find what they are looking for, and have your call to action front and center. Clearly and visually tell the story in a friendly, personal and conversational tone.
From answering the phones and email etiquette to naming conventions, communications is anything between sender and receiver. Small actions can make a big difference, especially now in the tag-tweet-poke era. Online and print materials should work in concert and enhance the user experience.
From national walk-a-thons to elite gala's, events can highlight the organization's achievements, spur networking among members, or fundraise for a cause.
Plan the event well in advance from a design and branding perspective to consolidate production costs. Integrate the right technology for the website, registration, and event information depending the specific needs. The event experience starts well before the event, it peaks during the event, and should carry-on after the event to increase current and future engagement.
A lot has changed in the past couple decades. From live video feeds to interactive virtual reality videos, technology brings the audience closer than ever before. High-quality video is in our pockets, and the next big challenge has yet to go viral.
Digital versions of all communications can save thousands in printing, and can add interactive features. They also bring advanced tagging and usage tools that can help identify interest areas.
Search Engine Optimization
The website must be SEO friendly, with proper headline and body tags, include all meta and alt information, properly sizing files and clear naming conventions, etc.
Creating a publishing calendar and tagging all links with a tracking codes helps evaluate performance via Google Analytics, and Social Media Insights.