Lesson 9 – Digital Marketing

Digital Marketing

To develop digital marketing tactics for fundraising to bring new supporters, raise donations, and have a greater reach and impact.

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Lesson Resources – Digital Marketing

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Video Transcript – Digital Marketing

Objective: To develop digital marketing tactics for fundraising to bring new supporters, raise donations, and have a greater reach and impact.

“Welcome to Digital Marketing! Here’s where we put into action what we’ve learned, using a marketing action plan.

A marketing action plan is an outline, or roadmap, of how to implement our digital marketing strategies. Posting engaging visual content on social media is a strategy. But an action plan is focused on activities that achieve results. Having a plan keeps us focused on outcomes and rooted in purpose.

Typically, marketing action plans include six elements:

Number 1: Desired outcome – our goal! Here, we ask, ‘What does success look like?’ As with any goal, we keep it S.M.A.R.T. –– Specific, Measurable, Attainable, Relevant, and Time-bound.

Number 2: Key Performance Indicators, or KPIs – the measurements we use to track how close we are to achieving our desired outcome.

Number 3: Target audience. Before we start speaking, we need to know who we’re talking to!

Number 4: Time frames. They help to keep us focused and provide momentum.

Number 5: Our mission/purpose. It underpins and drives our efforts, helping to keep our goal relevant and our strategies aligned.

Lastly, number 6: Marketing budget: We must prioritise what will help us reach our goals most effectively and allocate budget there. This is where our KPIs help us. We’ll know what’s most effective so we can use as much of our resources as possible!

Now, let’s start with step 1: Pinpointing our desired outcomes! Our marketing action plan needs to inspire new supporters and raise funds. These will help us achieve a wider reach and greater impact.

To do this, let’s think back to our marketing module. How do we gain awareness and interest? How do we develop a community that considers our cause? And most importantly, how do we inspire this community to become supporters and advocates, whether through volunteering, fundraising, or simply spreading the word?

Keeping this journey in mind, we’re going to create an action plan incorporating a few of the key strategies we’ve touched on throughout this course, including:

• Facebook Ads to spark awareness and interest in our cause.
• Growing a Facebook Group that fosters community, consideration, and contribution.
• Planning and writing newsletters to nurture, empower, and support our community.
• Use social media strategies to increase our reach, drive traffic to our sites, and gain donations.

Remember: We must plan out how potential donors and volunteers can find us, how they’ll gain interest and develop trust in our cause, and where they’ll go to make donations or offer support! It’s our job to make this journey as smooth and straightforward as possible.

In the reading portion of this Module, we’ll learn how to build success and conquer any barriers along the way.

And in the end, we’ll harness the power of the very digital skills we’re teaching to spread awareness of our cause and change the lives of those within our communities.

Ready to make a difference in the digital and physical world? Let’s create a marketing action plan, break down our strategies, and fulfil our purpose together.”