This document provides an introduction to digital marketing and communications. It discusses promoting brands through various digital media channels to reach new audiences and engage constituents. Some strategic goals are to create a branded experience that brings visitors closer to the organization's purpose and programs, reach global audiences and markets, deepen brand affinity and drive engagement, and develop innovative fundraising strategies. The document then outlines various digital marketing channels and discusses digital strategy and workflow. It also provides a case study on a 2012 fundraising sweepstakes campaign conducted by launching an aggressive mission-oriented campaign to reach new audiences, generate prospects, and create deeper engagement leading into a year-end fundraising effort.
2. What is Digital Marketing &
Communications?Digital marketing and communications seeks to promote
brands, reach new audiences and engage constituents
through various forms of digital media. Some of AWF’s
strategic goals include:
– Creating a branded experience that brings visitors
closer to our purpose, programs, and ultimately, the
continent of Africa
– Reaching new global audiences and markets
– Deepening brand affinity and driving engagement
– Developing innovating multi-channel fundraising
strategies to drive new donor relationships and increase
revenue
9. “Trip of a Lifetime” Safari
Sweepstakes
Reach new audiences and generate
member prospects
Create deeper engagement leading
into year-end fundraising efforts
Test different methods of online
acquisition
Last year, AWF launched an aggressive
mission-oriented campaign in order to:
13. Total unique visitors to entry page: 18,091
Total unique email submissions: 6,889
Total new prospects acquired: 2,730
Total submissions by existing: 4,159
Total Facebook “likes” of landing
page: 1,200
How did we do? The campaign ran for a total of
30 days across web, email, search, social and
partner sites with the following results:
Email
Organic
Affiliate
PPC
Social
Web
Campaign Results
Visits
21. Additional Resources and Documents
M+R eNonprofit Benchmark Study 2013
The Art & Science of Multi-Channel
Fundraising
Care2 Best Practices for Email Marketing
Nonprofit Website Usability Study
The New Multi-Screen World
How to Generate Leads Using Facebook
Google SEO Starter Guide
Visual Content Creation Guide
Curious to learn more about any of the material discussed
today? The following documents are available in the
“Introduction to Online Fundraising” folder: