Today’s rapidly changing business environment challenges marketers to really think about and develop new ways to reach their audience. In the same way, NGOs must adopt these new practices such as inbound marketing to achieve their goals of fundraising, volunteer support, and awareness.
Inbound marketing is all about personalisation and clever technology. Using inbound as your primary methodology allows you to stay in touch with your leads, donors and advocates in a very individualised way, in the places they are. Getting this right is often the biggest obstacle many NGOs face.
In light of that, we put together the inbound marketing journey, which involves four phases. As your audience experiences each phase, they grow and become more in tune with your organisation. Let’s take a deeper look at this journey and how it works:
Phase 1: Attract
This phase is pretty self-explanatory. You need to attract strangers to your organisation and knowing who you want your audience to be is crucial. Once you’ve established your audience that you want to attract, you can create your personalised message.
How? There are many ways to reach your audience such as blogging, social media, Google AdWords, SEO, email marketing, landing pages and more. Once you have mastered those, you can start utilising these platforms more cleverly. Making use of automation software like Force24, for example, can really help you get the best for your campaigns.
Phase 2: Convert
The focus in this phase is to convert your strangers into volunteers or donors. Primarily this is done by getting their contact information. Converting your strangers is vital and without contact information, your relationship-building progress is stunted. In order to develop a sustainable relationship, there has to be communication.
How? The easiest way to capture information is through print, online forms or landing pages. Another really great way of doing this is by using smart CTAs (call to actions), for example, you may use a CTA on a landing page that could host one of your annual reports or a guide into what you do, it needs to be something that will be of value. The CTA will lead your prospect to a form in which they would need to give their details in order to download your content. This way you are capturing their details and they are getting something in return – it’s a win-win situation.
Phase 3: Close
This is the most challenging phase of the journey. You have to turn your leads into donors. Don’t get frustrated if it doesn’t happen straight away, some donors may take more time to build trust with your organisation before they’re ready to make a donation. The best way to build trust is to stay consistent with interesting content to keep them aligned with your mission.
How? By using an Inbound Marketing Automation software tool and linking it to a robust CRM, you can streamline your efforts (store your leads, use automation to save time and money for all your communication, to track all your efforts so much much more). These tools help you stay in touch with your leads, volunteers and donors in a very individualised way, in the places they are.
Phase 4: Delight
The journey doesn’t end here. Once your lead has made a donation, your focus should be to maintain your donors and nurture them into advocates of your NGO and its mission. Word of mouth advocates is always the best in terms of gaining donours.
How? Communication is key here and the best way to improve your content is through your audience. Activities such as surveys can be used to gather feedback on your organisation’s strengths and weaknesses, social media channels are there to keep monitor of what your volunteers, donors and advocates care about.
The key is to create content tailored for your audience, building trust and growing your relationship over time. Using a robust inbound marketing strategy, smart tech and engaging content will not only convert donors more readily it will also be less time consuming and give you far more in-depth knowledge of your market than the old school hit and hope approach.
If your organisation is thinking about using inbound marketing to help boost fundraising, volunteer support, and creating awareness give us a shout.
Over and out,
The Humans @HokaHey!