Why digital marketing is critical for fund-raising and growth of non-profits in India?
Digital is the future as clearly recognised by everyone, yet non-profits, NGOs and social sector in India have not completely understood and executed digital marketing effectively for their organisation. Also, social sector organisations haven’t unlocked the potential of fund-raising and growth of organisation through digital marketing. Digital marketing is one of the most effective tools to catalyse impact and engage your stakeholders at a very low marketing budget if the organisations have relevant skills and resources to dedicate enough time and effort for digital marketing.
The article here shares excellent insights and valuable data proving how non-profits can really benefit from digital marketing. Sharing a great article on introduction of digital marketing concepts and my previous article on why digital strategy is so important for digital marketing is a starting point.
Why digital for marketing & fund-raising
Target audience is online
The majority of our urban population in India and target audience globally are online through website and social media. The online medium is the single largest and most frequent touch point for non-profits to engage its audience and still social sector has not invested enough in digital capacity.
The older and younger population are already arriving at a mobile economy. The mobile device is growing to be our single largest channel of engagement and transaction and will replace all other digital devices as a mode of life. This means that your organisation’s online presence has to be driven by how you communicate and engage through mobile, for example with a mobile adaptive website to mobile friendly video content, social media engagements.
Multiple digital channels
When organisations in social sector look for marketing channels for fund-raising, they are only limited opportunities such as fund-raising events, one-on-one meetings. With digital marketing, we have multiple channels to distribute content and engage our target audience through the website and social media channels. This allows to leverage and optimise marketing channels to reach our target objective of engagement and fund-raising.
One of the advantages of digital marketing over other marketing channels is that the organisation can monitor and measure its engagement, fund-raising and impact objectives across digital channels if the goal is specific and relevant to target audience.
Benefits of digital marketing
Awareness & Engagement
As mentioned above, social sector organisations’ primary audience / stakeholders are online, the largest and most frequent touch point for engagement. Digital marketing will allow non-profit organisations to not just spread awareness about their work or impact but also engage them more effectively. Digital medium through its multiple channels can be optimally leveraged with content to engage its target audience and also find new relevant audience to expand its network.
Fund-raising and marketing is all about relationship building, and it is an intensive, resource heavy exercise. Digital marketing allows you to not just engage your target audience / stakeholders or expand your network of target audience but also build multiple relationships online and offline more consistently. Relationship building is about consistency and digital channels allow you to build that over time continuously.
Capacity & Flexibility
Digital marketing allows organisations to easily expand its capacity of outreach by 5x or 10x producing more volume of content and distribution of it. The organisation can also reduce the marketing resource and expenses if they want to scale down. This flexibility allows the organisations to be more adaptive.
The biggest reason beyond all communication, outreach and marketing efforts is to allow non-profits to build a sustainable pipeline of funding. Fund-raising has moved beyond the traditional way of grant proposals, events, funder relationships and so on. There are online insights that share how online crowd-sourcing, online fund-raiser events, digital and social media marketing has led to more funders attracted to an organisation. Digital marketing is more about a “pull factor” than a “push factor” for potential funders and stakeholders. It allows the organisations to already establish its credibility, impact and programs online which builds the trust naturally than try to pitch that to funders individually.
I cannot stress more on how critical is quality digital marketing for non-profits, NGOs, social enterprises and other social sector organisations in India. Digital marketing is still not completely understood in terms of strategy and execution so finding the right resources to execute it is critical. We will continue to provide the most relevant insights and to start with, having a digital strategy is a good start to plan ahead.