- 1.5 hours on-demand video
- 8 articles
- 11 downloadable resources
- Full lifetime access
- Access on mobile and TV
- Certificate of Completion
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- Get the balance right! Learn to prioritize all the digital opportunities available to you
- Be smart with your emails - learn how to grow your list and keep supporters engaged
- Have a website that works: get your content right and drive people to take action
- Learn how to collect more donations online
- Use Google Grants and AdWords to drive more traffic to your website
- Get SEO working for you - move up the search rankings today
- Create a social media strategy: Facebook, LinkedIn, Twitter, Tumblr and more
- Use Facebook's new built-in fundraising tools
- Run cross channel campaigns: Integrate your digital and non-digital strategy
- Get LOADS of free templates and resources for your digital planning
- You should be able to use a PC at a beginner level
- Access to your organization's email, social media, website, analytics and other digital tools is an advantage
These days, Digital Marketing is an essential part of any public-facing non-profit or charity. But if it's not done right it can feel like a bottomless pit, draining your time and resources with little or no reward.
So where do you start?
In this course we take you through all things digital marketing. We show you where to start and how to build your digital marketing strategy with your limited resources. We will go through the priorities of digital marketing, and show you how different channels can be used to attract and engage supporters, recruit and retain donors, and drive online actions, as well as to communicate effectively with volunteers and other stakeholders.
We'll talk about:
- Email marketing
- Social media marketing, including Facebook Marketing, Facebook Ads, Facebook Donations and Facebook Fundraising.
- Other social media marketing, including Twitter, Instagram marketing, PPC advertising, and more.
- Google Analytics and Google Adwords, including how to get started with and make the most of your Google Grant.
Plus...this course has SO MANY FREE RESOURCES AND TEMPLATES FOR YOU. You don't need to go anywhere else. This course provides dozens of templates and resources all in one place to save you from having to search the internet or create stuff from scratch. It's all included as part of the course price, and everything that's added in the future is yours forever as part of the one-time registration fee (with a 30-day money back guarantee).
- Anyone who wants to get started with digital marketing
- Organizations that want to review and improve their current digital strategy and digital marketing activity
- Organizations that would like to set smarter priorities for digital marketing
In late 2017, Facebook expanded their donation function - it’s now available in a wide range of countries, and they’ve removed the transaction fees so 100% of donations go directly to the charity. Effectively, it’s a community fundraising platform built into Facebook, so Facebook users can set up fundraisers for marathons or other challenges, and ask their friends for donations. Facebook is actively encouraging users to donate their birthdays to charity in lieu of presents.
There is also now an inbuilt donation function, where Facebook users can donate to a charity without leaving the Facebook interface. If someone starts but doesn’t complete a donation, Facebook will send them multiple reminders.
You should apply for your charity, set it up and test, and see if your Facebook fans use the functions.
Remember that people don’t do fundraisers or donate just because the technology is there; they do them because they care about a cause. So Facebook fundraising is driven by exactly the same emotions and impulses as any other type: good storytelling, awareness of your cause, strong personal connections, and trust in your brand and organisation.
Apply to use Facebook Donate: https://donations.fb.com
It’s not that cross-channel campaigns are the least important digital work - you’ll probably be running them regularly. But to run them effectively, it really helps to have a strong base on the main channels first.
When you have a good user base on channels 1-5, and are confident in your use of them, you’ll have no problem running cross-channel campaigns. A really useful way to plan a cross channel campaign is to map your audiences and the actions you want them to take across the different channels. We use a communications calendar grid to do this.
The advantage of laying out your activities like this is that you can sort by channel, audience, goal, etc, and see at a glance if you have any gaps in your plan – if there are audiences or channels that you are neglecting. It will show you quickly if you’re over-communicating to one audience, or relying too heavily on one channel. You can also add extra columns to track KPIs, who is responsible for each activity, audience size, sign off on each activity – any number of other elements that you need to record.
One of the most damaging assumptions that charities make about digital is that “if we build it, they will come.” Remember when you’re doing any cross-channel campaign, that you’re going to need to put a lot of time, money and creativity into promotion. Don’t fall into the trap of spending all your resources building a microsite or an interactive piece, or endlessly tweaking the campaign identity. A good rule to set yourself is to use the 80:20 method. Spend 20% of your time and budget on creation, and 80% on promotion. This is very difficult to adhere to, but you should at least try.