DIGITAL MEDIA GHOST
  • Publication
  • #GhostsWriteIt Spotlight
    • Writer Spotlight Submission
  • Services
    • Digital Strategy
      • Content Marketing
      • Law Firm Marketing
      • Social Media Management
    • Ghostwriting
    • Public Relations
      • Social Sabotage & Online Privacy
        • Social Media Policy Template
  • About
  • Publication
  • #GhostsWriteIt Spotlight
    • Writer Spotlight Submission
  • Services
    • Digital Strategy
      • Content Marketing
      • Law Firm Marketing
      • Social Media Management
    • Ghostwriting
    • Public Relations
      • Social Sabotage & Online Privacy
        • Social Media Policy Template
  • About
Search

Leaner, Greener Nonprofits Need To Be Authentic To Stand Out

6/27/2016

0 Comments

 
by Mary C Long

​For nonprofits, persuading the masses to donate is a matter of survival. To fund their work continually, they must be able to reach the people who care most about what they're doing — and make sure those people can find them, too. 


Don't broadcast, connect

Nonprofits are certainly making use of digital channels like email and social media, while continuing tried-and-true tactics like print mailings for older generations. 

But is that enough? For too many nonprofits, "going digital" simply means having a website, and having social media options for those who want to follow them that way. While these are both important steps, nonprofits need to be sure all digital channels are optimized for best return. 

To that end, social channels shouldn't solely be vehicles for broadcasting your latest heart-wrenching video, or appeals for donations. 

Social media requires a thoughtful strategy that allows for building donor-to-nonprofit relationships to reap maximum engagement. Social listening experts at NetBase suggest, "Flipping the script to put donors before the cause is how nonprofits can build trust and enlist social users’ support.  These are the people who — when authentically engaged — will amplify your message for you."

And nonprofits can definitely use the help of any willing social advocates. 

So it's not about simply putting out your message — it's about talking to prospective donors about their interests, and working your nonprofit into that conversation in an authentic way. 

But that's not the only area where authenticity matters. 

Be sure donors can find the real you

Your content must be authentic to searchers' intent — or Google may penalize you, something you never want to happen. 

A recent quality rater update, Phantom Update III, appears to prioritize content that meets user intent, and penalize content that doesn’t. Speaking about the update in their blog, Searchmetrics explains, "At the core of assessing the quality of a page is user intent and how well user expectation is fulfilled by the results."

That means your content has to align with search terms and expectations, or it will be pushed further down in the ranks, while other nonprofits overtake you. 

Searchmetrics also noted, "It is important to notice that [the] content is not simply long. It is comprehensive and fulfils the user’s information needs.” So no content for the sake of content, or rambling on just to fill the page with keywords — or you might be classified as "low quality."

But this isn't bad news. For nonprofits, it's the perfect opportunity to address your audience’s desire to educate themselves before donating, while hitting another donor sweet spot: being environmentally conscious. 

Phase out paper already

Many donors are turned off by printed mailings and brochures handed out at events, considering them a waste of natural resources, and a waste of funds that would be better off going to the cause at hand. 

Though Nonprofit Hub claims "direct mail is still alive and well," according to NewsCred, 44% of direct mail is never even opened. 

That's a lot of paper waste. 

While in the short term continuing with some degree of print mailing makes sense to attract donations from Baby Boomers and older generations, younger generations already want nonprofits to be more eco-friendly. And they may not donate to those who aren't — especially when there are choices that do meet their eco-conscious preference.

But take heart, nonprofits — a few tweaks to your web strategies can solve a host of issues at once and move you forward. A focused social strategy lets you connect personally with your constituents — while you talk up your transition away from print — and a focused content strategy offers the same information as your print campaigns, in an eco-friendly format that helps your search rankings to boot. 

And all of these efforts show donors you're keeping up with the times and being responsible as you strive for your cause — which just might inspire them to give even more. 

Everybody wins.


This post originated from MediaPost.

Image Credit: Thomas Richter

0 Comments

Your comment will be posted after it is approved.


Leave a Reply.

    Picture
    Become a Ghostwriter!
    Picture
    Contribute to DMG
    Picture
    BECOME A GUEST CONTRIBUTOR
    Picture
    PROMOTE YOUR BUSINESS BY GUEST POSTING
    Picture
    ARE YOU A GHOSTWRITER? WE WANT TO KNOW!
    Picture
    DO YOU HAVE A GHOSTWRITING BUSINESS?

    RSS Feed

    Categories

    All
    Agency Spotlight
    Business
    Digital Marketing
    Ghost In A Flash
    Ghostwriting
    Media Relations
    Privacy Concerns
    Social Sabotage
    Technology
    Writer Spotlight
    Writing

    Advertising Disclaimer

    Archives

    February 2023
    January 2023
    December 2022
    November 2022
    October 2022
    September 2022
    August 2022
    July 2022
    June 2022
    May 2022
    April 2022
    March 2022
    February 2022
    January 2022
    December 2021
    November 2021
    October 2021
    September 2021
    August 2021
    July 2021
    June 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    August 2013
    July 2013
    May 2013
    December 2012
    November 2012
    October 2012
    September 2012
    August 2012
    July 2012
    June 2012

Find your domain and create your site at Weebly.com!
Digital Media Strategy
Content Marketing
Law Firm Marketing
Search Engine Optimization
Social Media Marketing
eBooks
Writing
Becoming a Ghostwriter
Blogging
Content Marketing
Ghostwriting Services
Guest Post Guidelines
Media Relations
Online Crisis Management
Personal Brand
Public Relations
Reputation Management
About
Our Team
Our Results
Testimonials
Contact Us
Locations:
New Orleans, LA
Nashville, TN

DMG University
Privacy Policy | Terms & Conditions | Cookie Policy
Digital Media Ghost  @2020
  • Publication
  • #GhostsWriteIt Spotlight
    • Writer Spotlight Submission
  • Services
    • Digital Strategy
      • Content Marketing
      • Law Firm Marketing
      • Social Media Management
    • Ghostwriting
    • Public Relations
      • Social Sabotage & Online Privacy
        • Social Media Policy Template
  • About