We recently caught up with Amanda Neylon, former head of digital at Macmillan Cancer Support.
She had a pretty big digital team there.
But what would she do in your shoes? Here’s what someone who knows a huge amount of charity digital would do if she was you.
1. Improve your understanding of your audience
It’s important to understand your audiences so you are only doing things that will work for them. There is a massive,amount of things that everyone …Read More
One of the big problems with digital marketing as a discipline is its relative newness.
It’s been around a few years, but nowhere near as long as communications, fundraising or finance. Disciplines like those have been around long enough that many senior leaders in charities cut their teeth on them.
Not so with digital. That’s often new to the top brass.
That often leads to heads of digital being managed by people without a background in …Read More
If you run a Google Grants account, you’ll be loving all the free traffic it brings you. But sometimes, the limitations are just too, well, limiting.
To get around them, most big charities run paid AdWords accounts alongside their Grants account.
Should you do that too?
The signs to look out for
Some signs that it’s time to make the jump to a paid account include:
Seeing the words ‘Below first page bid’ on all the campaigns …Read More
You can barely put your head out your front door at the moment without a passerby shouting something about how digital transformation is the hottest new trend. Everywhere we turn, it’s the big thing to do.
Hang on though. What does it even mean?
I recently tweeted that exact question. I wasn’t exactly inundated with replies (apart from Karl Wilding’s answer – that guy knows a thing or two). Which suggests that not everyone is actually sure …Read More
Billions are spent on online advertising every year. 60% of all online ads are search ads. The vast majority of Google’s mind-boggling income comes from Google AdWords.
Charities get an amazing $10,000 monthly advertising grant on the Google AdWords platforms. Which is great, but just because something is free, doesn’t mean it’s worth it. Why bother using it?
Here are five reasons your charity should be on Google AdWords, starting today.
Immediate route to a targeted market
AdWords gives …Read More
The thousands of free visits to your website that Google Grants can give you every month look great. All those people digitally flocking to your door! All those big numbers!
But a maximum bid of $2 on any one keyword creates a problem. Read More
In the 19th century, Thomas J. Barratt created a campaign for Pears Soap, thought by some to be the first advertising campaign. It centred around the delightfully direct slogan:
“Good morning. Have you used Pears’ soap?”Read More
What they are
There’s nothing like getting together.
The internet, and social media in particular, is frequently scoffed at attempting to replace human interaction. One area where it’s a good job it is doing that is on online communities. Because these communities offer real support, no matter where you are.
Online communities are amazing.
Forums / messageboards – often around specific topics like sexual health (example)
Live chat – direct one-to-one support with trained advisors
Facebook groups – bringing people …Read More
Introducing New Tools for Nonprofits from Facebook on Vimeo.
There will be way, way more donations
Facebook and Twitter users don’t like leaving the social network once they’re in them. That’s why they both have their own browsers, to help come back after clicking on a link. The fact that you won’t have to leave Facebook in order to make a donation means that there will be way, way more donations in total.
No more ‘could pay for’
Most …Read More
In our latest free lunchtime webinar, we looked at how British Heart Foundation raised over £2 million in the fight against heart and circulatory disease, simply by optimising to a key form on their website to help increase conversions.
Steve’s top tips for web forms:
Ask for as little information as possible, only include the essentials
Make the route through the form as clear as possible
On mobile forms, declare the input type
“No-one ever made a donation because the …Read More