With talk of a potential recession growing around 2020 and beyond, it would be prudent to begin thinking about how to make an impact with a tight budget to be ready for any future hardships.If there is a recession in 2020, it is likely that your nonprofit will see a drop in giving, and whether it is a result of reduced donations or donor loss, this can cause issues for your organization. Implementing an effective digital marketing strategy can increase the number of people who donate to your organization and increase the amount they donate. The further and more effective your digital reach is, the more insulated your nonprofit will be against a recession. Here are a few tips for building and maintaining your digital marketing strategy during a recession:
Use Social Media
One of the best parts about using social media as part of your digital marketing is that most social media platforms are free to use. The cost of implementing a basic social strategy is the amount of time your nonprofit is able and willing to invest. While more advanced tools such as Facebook Ads and Instagram Ads require money to use, they are not required for social media success. Using social media can allow you to reach more donors on a smaller budget – something that can help your nonprofit weather a recession.
One of the benefits of digital marketing is how easy it is to track the users on your website. Everything from impressions, session time, engagement, donations, and more can be tracked an analyzed. By using Google Analytics, Google’s free reporting service, you will be able to see user data on your web page and react accordingly. This will allow you to engage in more specific targeting and remarketing strategies to hone in on what consumers are looking in for from your nonprofit’s website – ultimately helping your organization become more efficient, find more donors, and spend less money in the long run.
The Google Ad Grant
The Google Ad Grant is a free service that Google offers specifically to nonprofits. The Ad Grant is a free $10,00 monthly credit that nonprofits can use to advertise on Google’s Search Network. Google is by far the most used search engine in the world, with over 3.5 billion searches made daily. Having the opportunity to get your message out in front of millions of people each day for free is a great boon for nonprofits, especially during a recession when money might be tight. However, taking advantage of the Google Ad Grant can be a time-consuming and difficult process. That’s why working with a Google Certified Professional Agency, like Cause Inspired Media is the most effective way to bring out the full potential of your nonprofit’s Ad Grant. While you may be hesitant to spend money on a digital marketing agency during a recession, working with an agency can increase engagement and drive donations.