Using digital ad campaigns to boost your nonprofit presence

Nonprofits face many challenges when it comes to reaching and engaging with their audiences. People are distracted and may support many organizations. There is competition for dollars and services. And people are distracted – wait I already said that! (It must be important.)

That’s why investing in paid digital advertising must be a key part of your overall marketing strategy. Your desired audience probably spends a great deal of time online leading to that distraction. But a strong digital presence (paid and organic) helps increase your organization’s visibility, attract your desired constituents and build brand awareness for your organization.

A strong digital advertising presence can mean the difference between a successful campaign or marketing/fundraising effort and one that falls flat. So you must understand the various digital advertising channels—such as Google Search, OTT (over-the-top) streaming platforms and social media—to showcase your nonprofit in a way that meets your audience needs and goals.

Search advertising, particularly through platforms like Google, will help your nonprofit to connect with constituents actively seeking the services your organization provides or looking for a cause like yours to support. By bidding on relevant keywords, you can place your ads at the top of search engine results pages (SERPs), so your organization is seen by users with strong purchase intent.

Eligible nonprofits can apply to the Google Ad Grant program which offers up to $10,000 in free search advertising each month to promote your organization. This funding can help you reach new donors and increase awareness of your programs and services.

• Note: Successful search ads require strong keywords, optimized ad copy and engaging/relevant landing pages. Invest in all these things before starting to run Google Search Ads.

Over-the-top (OTT) advertising: Engage new audiences

OTT advertising is gaining traction as more viewers cut the cord on traditional television. Through OTT advertising, you can target specific demographics based on their viewing habits. Your ads will appear on specific streaming services like Hulu and Amazon Prime based on your targeting. OTT benefits from high-quality video content and provides an opportunity for interactive ads which enhance viewer engagement.

OTT works best when you create compelling video content that resonates with your audience. So, understand where your target demographic spends its time and tailor your message to fit within those platforms and shows.

YouTube: Engage new audiences (part 2)

In addition to being a great place to learn how to fix that weekend plumbing problem, YouTube is a great tool for digital advertising. It is the second largest search engine (behind Google) and offers several cost-effective ways for nonprofits to advertise. The platform allows for very segmented targeting based on user interest. Both long- and short-form content can be used on YouTube. 

[Learn more in our blog "Getting started with YouTube Ads for nonprofits."]

Social Media Advertising: Connect and build communities 

Social media ads are essential to your digital marketing strategy. Facebook, Instagram and LinkedIn (among others) provide so many opportunities to connect with audiences using detailed targeting capabilities. Understanding your audience’s behaviors and preferences helps craft ads that inform and engage.

Social media encourages conversations and encourages community building. You can like, comment and share to amplify your message. Remember, each platform has its nuances—high-quality visuals work wonders on Instagram, while LinkedIn is better suited for professional content.

[To help you navigate the social media landscape, take a look at our blog on "Choosing the best social media platform for your nonprofit."]

Ad Retargeting: Re-engage the curious

Ad retargeting is a powerful technique used to reconnect with users who previously interacted with your site or social media profiles. Retargeting can lead to higher conversion rates and better ROI.

By placing a pixel on your website, you can serve targeted ads to individuals as they browse other sites, reminding them of your programs, services and mission so it encourages them to act. Google Analytics and Facebook Pixel can help you track user behavior and optimize retargeting efforts.

This strategy is effective because it focuses on people who have already shown interest in your organization. Set frequency caps to prevent ad fatigue and create compelling, value-driven messages that resonate with your audience to get the best results.

Create Compelling Ad Content

Great content is a must for capturing the attention of potential supporters or program participants. Storytelling, strong graphics and high-quality video/photography stand out in digital ads because they resonate emotionally with audiences. Learn more about using storytelling to help your nonprofit's marketing to create impactful content.

Remember, authenticity and transparency build trust and credibility with your audience. For more insights on creating authentic connections, read our article on "Three ways being authentic helps nonprofits establish a connection with their constituents".

Here are some additional tips to create compelling ad content:

• Know your audiences: Tailor messages so they resonate with your audience’s interests or provide solutions to their problems.
• Use strong headlines: Grab attention quickly with action-oriented headlines.
• Highlight your unique value: Clearly communicate what sets your organization apart.
• Incorporate quality visuals: Use engaging photos, graphics and videos to complement your message.
• Keep it short: Craft clear and concise copy to convey your message quickly.
• Include clear calls-to-action (CTAs): Direct users on the next steps you want them to take.
• Make it urgent: Use time-limited offers to encourage immediate action.
• Be relevant: Align your ad content with targeting criteria and landing page experiences.

Analyze and optimize for top campaign performance

Analytics play a crucial role in the success of any digital advertising campaign and you must regularly monitor and analyze key performance metrics. This data gives you insights into what's working and what's not, allowing for continuous optimization.

Google Analytics, Facebook Insights and LinkedIn Analytics provide valuable data on ad performance, audience engagement and conversion rates. These insights will help your nonprofit make data-driven decisions, adjust strategies in real-time and achieve better ad results.

Embrace paid digital advertising

Digital advertising provides excellent opportunities for your nonprofit to connect with a broader audience, raise awareness and drive donations. It’s targeted reach and measurable outcomes help you make the most of your budget and maximize campaign impact.

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Ready to take your digital marketing to the next level? Start planning your next campaign today!