Good Content Keeps ’em Coming Back
It is easy to get caught up in increasing website traffic and forget that you need quality content to keep them there – and get them to return. This recent Forbes article reminds us of common mistakes nonprofits make in developing content. First, stop copying your print materials. What works in a flyer isn’t right for online. If volunteers help maintain your website and social media, be sure to train them on style and content. Finally, good writing is important. Just because someone is an expert on a topic, does not mean they can write well about it. Don’t be afraid to get out your red pen (or activate Word’s track changes).
Making a Game out of Fundraising
Bored with the same old silent auctions, 5Ks and Facebook fundraisers? The brave new frontier of digital fundraising is in gaming. According to this article in Nonprofit Quarterly, game company Activision Blizzard donated nearly $13 million to the Breast Cancer Research Foundation (BCRF) through their online game, Overwatch. Blizzard, which makes World of Warcraft, sold limited edition avatar skins as well as merchandise like t-shirts for players. Another game company recruited champion players to livestream their gameplay, donating tips from viewers to a charitable cause.
Poor, Misunderstood SEO
If you don’t really understand what SEO is, you aren’t alone (even outside the nonprofit marketing world). A recent survey found that businesses ranked search engine optimization (SEO) as the “least popular digital marketing channel.” Only 44% of respondents named SEO as part of their online marketing strategy (social media, website and email were the three most popular.) The researchers expressed surprise over this finding, attributing the lack of popularity to a misunderstanding of SEO and the fact that results from SEO efforts often take some time to show.