Digital Marketing Strategies to Combat Impending Recession and Declining Donations
With inflation hitting record highs and recession looming, nonprofits are facing the harsh reality of significantly lower donation volumes. Conversely, a recession allows organizations to invest in infrastructure. The health of the economy can be unpredictable, but there are tactics you can employ to help your organization operate efficiently and effectively during times of uncertainty.
These strategies are web-based solutions and require a rigorous analysis of available resources, engagement touch points with donors, and reach of owned and operated channels. Understand in-kind or free resources available to nonprofits. Google for Nonprofits, as well as co-marketing through established partnerships, are essential for maximizing your web presence on a limited budget. One goal is to maximize links back to your site from established organizations, thought leaders, and institutions that rank highly in search engines. The more recognized establishments link to your nonprofit, the higher your ranking.
Here are three strategies for boosting your digital marketing efforts during an economic downturn when donation volumes are declining.
1. Reevaluate and invest in search engine optimization
Now is the perfect time to audit your content and analyze your traffic sources. Website content not only helps people understand you better, but it is also important for search engines to understand you. The more context you provide to both parties, the more likely your website will show up in search engine results and the more likely you’ll get that click.
How can you generate more content? Whether it’s from blogs, evergreen content, testimonials, case studies from affiliated organizations, or direct recipients. ? More mentions, consistency and co-marketing means maximizing search engine optimization (SEO).?
Who can link to your site? Consider board members, donors, government agencies or educational institutions in your network. The more quality sites that point to your site, the more relevant your site will be and the more likely it will appear in search results.
How can you leverage your social media channels? Partner outreach involves asking if they will share the site on social media, participate in newsletters, or provide testimonials. The goal is to create as many contacts back to your site from relevant sources as possible.
What level of user experience do you want on your site? Complete a user experience evaluation of your site to make sure it’s easy to navigate, has a clear call to action, and loads quickly. Look at your site analytics to see how users spend time on your site, what they engage with, and how quickly they leave.
2. Sign up for Google Ad Grant
Google for Nonprofits is a free program that provides a $10,000 monthly credit to Google Ads when you qualify as a 501(c)3 organization. Use this physical ad to attract donors, raise awareness for your organization, and recruit volunteers with text-based ads.
3. Strengthen your newsletter efforts
Newsletters can be an important tactic to drive donations and purchases. Events, volunteer opportunities, and new blog content are great ways to get involved in the community. Even if donations decrease in a recession, the volunteer list will continue to grow. Brainstorm costs that can be offset manually.
In uncertainty, the only thing you can control is your reaction. Plan a turnaround, plan an experiment, and plan to grow over the coming months.