Digital Marketing

The Importance of Digital Marketing Strategies for Onlus

Le non-profit organizations nowadays represent particularly interesting realities, although not yet directly involved in the development of digital marketing strategies.

It is increasingly important to emphasize as one digital strategic planning for non-profit organizations stia becoming more and more necessary to allow these realities to remain competitive on the market.

In fact, non-profit organizations, thanks to digital marketing, have the opportunity to go to broaden their pool of supporters and ensure that theirs mission and their goals are perceived and achieved by a larger number of people.

In this sense indeed do digital marketing for non-profit organizations it allows these realities to create greater awareness among people and to achieve, consequently, particularly significant quantitative objectives.

If for goods or services companies, introduce some digital marketing strategies has become a prerogative for survival, also for non-profit organizations it is becoming increasingly important to develop a digital marketing strategy.

These strategies integrated on the web they also make it possible to find new possible supporters, who, if managed effectively, can become real ambassadors.

The level of digitization for the non-profit sector it is not yet so developed and launched in the Italian market, even if however, it has particularly interesting growth margins.

Thanks to the ssupport of the web and social networks these non-profit organizations can in fact benefit from a direct access to the market, the possibility of being known and thus exponentially increase the chances of obtaining donations from supporters.

While it is true that the opportunities that digital offers to this sector are particularly important, it is also true that this is a very particular and delicate sector.

If on the one hand the donor feels more and more inclined and stimulated to make donations, on the other hand, it becomes increasingly important for non-profit organizations, go to planning and organizing the realization of these projects with some seriousness.

The benefits that digital marketing brings to non-profit organizations

We have seen that for the in fact, the digital transformation process offers significant opportunities.

For this it is very important that even the non-profit organizations keep up with change and to do so it is it is opportune to revolutionize the internal dynamics to the organization and offer innovative, efficient and high-impact services for potential supporters.

It is clear that a digital transformation path for non-profit organizations it is not a simple procedure of immediate resolution, but it is a path that to be optimized it requires time and above all the support of expert personnel. This is why it is very important to grasp and understand the actual benefits of this change.

Only if you are well aware of the possible benefits is it possible to initiate this transformation and implement the strategy correctly.

How to implement a digital marketing strategy for non-profit organizations

To implement a strategy of in digital marketing for the non-profit sector it is very important to take some factors into consideration.

In order for these strategies to bear fruit, we recommend that you implement a complete and integrated strategy within the business.

  • Understanding theimportance of change. In this sense, in fact, there must be courageous and far-sighted people able to understand and seize the opportunities that marketing for non-profit can offer to the business. Only if the importance of digital is understood for this sector as well, it is possible to successfully complete this strategy.
  • Focus on innovation. Indeed, thanks to innovation it is possible experiment with new forms of fundraising and communication. Digital innovation for non-profit organizations represents a great deal opportunities for qualitative and quantitative growth, on the market.
  • Contact a team of experts and specialized in the sector it is not a prerogative but it certainly represents a great one opportunity for the success of your mission. The experience and familiarity accumulated over time by sector experts is of great help for the success of the project in a fairly reasonable time.
  • It is important not to forget the nature of your business.

Always remember that the strategies of digital marketing represent a support for change. In fact, in a particular sector such as the non-profit sector, it is very important to start from objectives, culture and mission sector. Only in this way will it be possible to embrace change and achieve positive results.

When implementing strategies it is always very important to deal with a certain one sensitivity and ethics topics. Marketing strategies are an excellent support in spreading your own mission.

To summarize in a sector such as that of the non-profit, it is therefore very important:

  • Starting from your own mission, from those who are the goals and how digital marketing can help reach and improve them.
  • Consider all possible forms of digital innovation
  • Make sure your digital revolution is sustainable, especially from a social point of view.

The most effective digital marketing tools for non-profit organizations

- The tools available for implementing a marketing strategy for the non-profit sector are different.

Some of these initiatives are the same that are used for other commercial companies specific strategies which instead are used specifically for the non-profit sector.

Among the specific digital marketing strategies for non-profit organizations we find, for example, Google AdGrant which offers the possibility to stipulate advertising campaigns on search engines.

What is Google Ad Grants

About this Google AdGrants, a programmatic advertising service, offered by Google, which offers the possibility of stipulating a specific and specific campaign for this type of sector.

Every month Google makes available to nonprofits 10 thousand dollars A little bit more than 9 thousand euros to invest in programmatic advertising on Google.

Google with this service therefore allows you to launch effective and targeted promotional campaigns thanks to the ability to create specific advertising content for the sector.

The advantages of a non-profit campaign created with Google AdGrants they are mostly related to the fact that they allow you to get higher visibility, More donations but even more volunteers.

Choose the specific target it allows you to directly involve those who are more inclined to this type of initiative and to convert them into donors.

Thanks to this type of intervention, the benefits are wide-ranging and are not limited only to a greater number of donations.

The system Google AdGrants Furthermore, facilitates the donation procedure of potential supporters. Making the donation process very clear and simplifying the process makes users more likely to do so.

To obtain particularly effective results, the phase of should not be underestimated monitoring of results. The analysis of the results is very important because it allows you to take action for correct any deviations from the objectives and to implement other strategies more or less.

How to make an effective Google Grants campaign

Creating a Google Grants campaign is not always so simple and above all immediate.

Il in fact, the risk of carrying out an ineffective campaign is very high.

For this reason, when planning a Google AdGrant campaign it is very important to define the campaign methodically and in detail.

The realization of these social media marketing campaigns is in fact very important for many third sector realities that should precisely go to develop these strategies to better strengthen them mission.

First of all for reach the ideal target and helping your users find exactly what they are looking for is very important to pay caution to the ad creation.

  • Choose your keywords carefully. These in fact should reflect the mission organization of the non-profit organization and also be relevant to the offer of the individual customer.
  • Therefore we recommend do not use too general keywords and keywords composed of a single word
  • Try to prefer using quality keywords.

Furthermore, according to the new rules introduced by Google proper management of Google Grants accounts should also take other aspects into consideration.

  • The Google Grants account should earn and keep one average monthly CTR (Click Through Rate) of 5%
  • You need to identify for each campaign specific geographic targeting
  • Discard those Keyword with quality score below 2.
  • You need two ad groups per campaign that contain closely related keywords.
  • - ads need to be focused mainly on the text
  • Is very important carry out constant monitoring and make changes to your account on a frequent basis.
  • When setting up the landing page it is better not to link to the home page. Rather it is recommended to link to the page that is most consistent with the ad content.
  • If from these activities Google AdGrant are obtained revenues important is necessary allocate them entirely to the development of activities.

Undoubtedly, being able to maintain a CTR of 5% is not that easy, also because often the members of a non-profit organization do not have the knowledge and skills necessary to carry out such a campaign in a truly effective way.

Furthermore, to keep these CTRs high it is at the same time very important to have websites that are optimized from both a technical and a graphic point of view.

This therefore implies the presence of well-constructed pages, these in fact are also decisive for verifying the relevance between the ad, the keyword used and the reference page.

Mistakes to avoid when planning and implementing a Google Grants campaign

Following the entry into force of the new regulations for the use of Google Grants is a lot it is important to obtain concrete results and being able to demonstrate that you know how to manage it effectively and correctly.

To be able to correctly manage all these aspects it is necessary to have knowledge and skills in the field of communication and marketing to avoid encountering errors, often even trivial, due precisely to the lack of experience that can then have very important repercussions in the activity as a whole.

For good management it is very important:

  • Set all parameters correctly
  • Share the budget equally between campaigns, keywords and ad groups
  • Do one detailed and accurate keyword research to use
  • Also set the tracking for conversions. Very important action to better understand what is happening
  • Keep track of the results of the various campaigns. In this regard, using the Google software, Google Analytics to carry out this type of analysis is very useful.

The effective management of these activities also depends on the quality and landing page optimization. This means that it is very important to pay attention to the structure and quality of the referring website.

In the next paragraph we will discover the techniques for optimizing a web page for non-profit organizations.

Use SEO to optimize the activities of non-profit organizations

Il positioning on search engines is a very important factor for the non-profit organizations themselves; in fact, if a website of a non-profit organization is indexed it is much easier to find by those who make these requests.

Thanks to SEO techniques it is possible to go to improve the visibility of the site on search engines. To do this, it is possible to intervene at both a technical and graphic level.

To be able to carry out these activities effectively and completely, it is very important not to lose sight of the user and therefore also the site it should retain the characteristic of being user friendly.

Surely to be able to effectively implement these aspects, the support and professionalism offered by sector experts is very useful.

It is a fact that non-profit organizations as well as many other realities in the national territory do not invest much in their digitization process. Digital innovation also represents a very important opportunity for the development and success of their business for non-profit organizations.

In this sense, in addition to promotional activities such as Google Grants, it is possible to intervene in this digitization process through other avenues.

One of these is certainly represented by SEO activity, o Search Engine Optimization, and therefore that set of activities put in place to allow your website to get a good ranking on social media.

Even for a non-profit organization it can be very useful to get a good SEO ranking. These activities in fact constitute an excellent opportunity to obtain greater visibility on search engines and consequently go to increase the number of contacts and above all the possible conversions of users from simple users to new volunteers or donors.

The importance and theopportunities of digital innovation for businesses of this sector is also linked above all to the fact that if the large non-profit organizations, certainly much better known on the national and international scene, therefore benefit from a certain notoriety in the market, for small realities it is much more difficult to emerge.

All the more reason the SEO strategies are important if not fundamental for the small realities of which Italy is full.

To do this, therefore, it is very important to implement one in your strategic plan free SEO campaign generates particularly significant benefits.

If already present on a site or on social channels, revisiting them from a Seo perspective is certainly one of the most important roads to take.

Since everyone agrees that it is very important to optimize a site, let's see in more detail what they are the steps to keep in mind for improvement.

  1. Starting from the reference context, analyzing both the proposals and the positioning of competitors.

In this regard it is very important to try to do an analysis of their websites for understand more accurately how they position themselves in the market. With this analysis it is possible to identify the opportunities and threats of the market and of the main competitors. These considerations will then be very useful to outline the essential characteristics of the market and thus define in more detail one's objectives and action strategy.

  1. Analysis internal through the study of strengths and weaknesses. This analysis together with the previous one are very important because they help to effectively define one's goals and strategy, therefore trying to focus, for example, on opportunities by leveraging and exploiting strengths.
  2. Before starting, also start from a traffic analysis on your website. There are lots of free software to do this. Google Analytics, the most used platform that allows you to keep constantly monitored le total visits, organic visits, landing pages and above all the interaction of users by acquisition channel.
  3. Keywords analysis and their positioning on search engines. The analysis of keywords is very important because thanks to the use of particular software type Ubersuggest, it is possible to go to also track the most sought after and competitive keywords for the non-profit sector. The overview of current positions is very important because it allows you to define more specifically the objectives to be achieved.
  4. In fact, the initial analysis is very useful to define in the most concrete and detailed way possible what are the goals you want to achieve. In fact, proceeding by step helps a lot to take into consideration the phases and steps to be put into practice for the satisfaction of one's purposes.
  5. After having defined these main and general aspects, it is possible to proceed with the realization of a real SEO campaign to improve its positioning on the web and therefore increase the possibility of obtaining positive results. Goals in general should be achievable goals.

In this regard, it is very useful to point out that even though it is a non-profit sector, we must not look at the marketing activities as a threat but it is necessary to look at them as a real opportunity. A real opportunity to succeed with simple strategies to obtain very effective results.

After defining the main aspects, you can proceed with SEO optimization. The implementation of an SEO campaign also for non-profit organizations provides for the optimization of the website for SEO purposes.

SEO activities are also characterized by activities that can be carried out either orn-page is off page.

The activities of optimization on page correspond to the SEO strategies that must be carried out internally. This phase includes, for example: the technical and graphic optimization of the website, activities of content marketing effective quality for SEO purposes (blogs, information pages, descriptions).

Optimization off page instead it corresponds to all those factors external to the site and which depend on the behavior of users on the web.

This means making or making major changes to the website. This means make sure you have a website optimized not only from a technical point of view but also optimized and formatted from the point of view of contents.

Here, for example, it can be very useful to go in search of collaborations with bloggers or with industry experts with whom it is possible to create particularly effective collaborations.

The development of digital for non-profit organizations does not stop there. To be very effective it is very important to also consider the development of social media marketing strategies.


Non-Profit Digital Communication: The Strategy You Are Looking For

The data speak for themselves, the number of supporters of some charitable organizations over the years have increased exponentially thanks to greater attention than the non-profit digital communication and non-profit marketing.

Although the ultimate goal of the third sector is clearly different from that of other commercial activities for profit and business purposes, however, a charity can use non-profit digital communication strategies, but similar to a company.

Even non-profit organizations and voluntary associations have their own target to reach, both potential supporters of the cause, but not only, even new volunteers.


Le Onlus and Associations are increasingly engaged in Corporate Social Responsibility projects and more generally for the social.

Le non-profit digital communication and non-profit marketing activities, tend to have three main objectives:

  1. Earn SupportersI social networks they are now a place where almost everyone tends to interface in a more natural way, where it is possible to find any range of users.

But social media are also a double-edged sword, in fact here it is easier to meet the so-called "slack Activists", or couch activists who participate in causes but from home with a click. Clearly this type of contribution is also important, especially in terms of visibility and virality.

  1. Increase donations: Greater visibility also passes through visibility. In fact, greater visibility, for example the possibility of reaching profiled and targeted targets so that they can be really interested is a point in favor for the Onlus.
  2. Networking: Networking for the third sector has always been essential for expansion and survival. The ability to work with several different subjects also helps with growth.


So the no profit digital communication and no profit marketing strategies however they are the same for both charities as they want optimize their online presence is generate new leads and therefore possible donors.

Necessary is establish generic and specific objectives that you want to get from no profit digital communication strategies perpetuate.

These decisions must be taken in view of the decision to consequently orient future actions, outlining both a plan and choosing the platforms on which to operate, taking into account a constant presence on all channels is certainly a winning strategy, a greater virality allows you to meet your target more easily.


Storytelling: In the No Profit Digital Communication Strategy

Fundamental factor regarding good no profit digital communication strategy it is certainly constancy, every strategy must be planned in the medium-long term, for example by developing an accurate and precise editorial calendar.

Non-profit digital communication expects them to come tell the stories, actions and programs of the Onlus, however, all this must be explained and told without losing sight of the human factor.

The best communication strategy is to tell stories and, as companies teach, digital environments are the best place to show your work and your face, also engaging in conversations with your customers.


Non-profit organizations also need to start exploiting and taking advantage of digital communication channels on which to implement a non-profit marketing strategy, towards its interlocutors, this opportunity allows you to give a human face to the Onlus.

Le Non-Profit Associations they should use their own digital communication channels to tell, for example, the daily life of the non-profit organization, but not only that, for example also that of all those people involved, volunteers and not, in its daily activities and during projects.


For effective non-profit digital communication, the advice is focus on emotionality. For example in the sharing video or image content.

This is because the public generally needs to feel directly involved and called into question.

In fact, those who are directly involved are in fact more inclined to donations, as being able to observe the result or the work in progress or the daily activities of the charity, the leads feel closer to the action of the non-profit organization.

We can therefore say that the fundamental step for non-profit organizations in one marketing strategy is to tell stories, using a language that involves and produces change.

This is exactly where lo comes into play storytelling, this allows the creation of a story both through the use of images and words around the non-profit organization and the figures who work directly or are related to it.


Il web is a dynamic, participatory, flexible environment, a fertile ground for any activity, not for profit included.

The connection of one's community must take place through storytelling, a means that requires integration between the different channels that are going to be used.

Sure, content is important in a non-profit digital communication strategy, but just as important in cross-channel strategies are all of those analytical technical aspects of marketing, such as SEO, SEM and ROI that allows you to understand the real impact of the content shared on the various channels.

The Digital Transformation creates an environment that evolves rapidly and continuously, always offering new ideas and opportunities.


A planning phase into a larger one no profit digital communication strategy and no profit marketing it can make use of digital tools for an intervention also as regards, for example, the fundraising phase, for example by expanding the ranks of supporters.

More and more non-profits are approaching the world of internet and web marketing with more and more interest.

The points in favor of the network are the more and more dynamism, flexibility and participation, non-profit marketing and non-profit digital communication are those tools that serve to increase the involvement of users, leads and potential donors and their interest.


The same non-profit organizations are understanding without external impulses how marketing can be a channel for enhancing the relationships that a non-profit association needs.

Una web marketing consultancy by industry experts it is therefore important for non-profit organizations. We could identify two reasons that should push non-profit organizations to choose a non-profit digital communication strategy:

  • Many non-profit organizations believe that thanks to their notoriety, are able without particular commitment to attract donors and volunteers. Nothing could be more wrong.
  • Before buying, but also before donating, people look for information about who or what they are approaching. Therefore, the user will search for information and news on the non-profit, regardless of the prestige of the association.

Therefore, starting a non-profit digital communication strategy is important, it must be able to transmit all the values ​​of the non-profit organization through the means of the internet.

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