An NPO needs to have a strong digital presence for an array of reasons, the most basic being that it enables them to reach their audience quickly and efficiently. Aside from updating their projects and initiatives on their digital properties and social media, NPOs also need to communicate their vision, objectives and goals clearly, to increase the faith placed on them and also to garner attention through networking opportunities whenever their activities are spoken about, online. Thorough research and analysis has to be done to identify an NPOs target audience and relevant teams must carefully evaluate a digital outreach plan based on outcomes.
It is important to have a proper communication and marketing team in an NPO ecosystem. Not only does such a function increase the chances of highlighting the NPO and its brand in the social impact space, but it also brings visibility of the NPO to those who can aid it (with their services, finances or tools) or those who require its aid. With the assistance of Social Media and other technologies let us see how NPOs can increase their audience reach and digital presence -
Personalized Digital Touch - It is essential to connect and update stakeholders, donors and other audiences through a nonprofit’s activities and initiatives. NPOs could consider sending their stakeholders, donors, other audiences and volunteers customized emails, HTML publications and easily-shareable content. Such digital shout-outs aid the NPOs in retaining its representatives as well as acknowledging their presence, support and contribution. Digital-based actions can garner a greater reach and increase the chances of gaining potential alliances.
One must also not forget the offline audience and should tailor some of its marketing strategies for offline promotions as well. Gatherings with local stakeholders where activities/plans are announced, workshops/impact drives etc can help boost goodwill of the NPO. A healthy mix of offline-online promotions could make a great difference in an NPO reaching its audiences and conveying its messages appropriately.
Social Media - Social Media is turning out to be one of the most effective ways of online marketing and promotions for any organization. It is critical to keep track of one’s digital presence across different social media platforms to know how an NPOs online presence and groundwork are reaching people, garnering attention and eliciting desired actions. It also helps in connecting NPOs with other organizations that work under the same banner or for a same/complimentary cause. NPOs can forge new partnerships and collaborations, as well as amplify its fame and recognition with Social Media.
Many social media platforms even offer special features to NPO pages, enabling NPOs to directly ask its viewers/followers to signup, donate, volunteer etc.
Advanced Technologies - With the impact sector exploding with next-gen technologies like AI, Cloud Computing, Virtual Reality (VR), 5G, and much more, application of these technologies could also assist NPO prospects in terms of increasing their offline/online presence and in creating awareness on the use of advanced solutions for impact. Using such technologies and communicating this as NPOs news, could also fetch a certain amount of respect from the industry and from general audiences.
Also, linking these resources to the audience, the NPOs can express and communicate their vision with more purpose, connectivity and credibility. NPOs can ease the process of internal management and secure their data and services with their stakeholders using these technologies.
Online interaction and experience - Other than a fast and responsive webpage, NPO should consider how the user interacts with elements on their website. A website must have a balance between communications, objectives, news, options to donate, volunteer etc. The webpage should have a pleasant and attractive feel that motivates the user to linger and explore the site. It helps the website gain more visibility and traffic altogether. Also keeping a feedback column and interactive chat systems will benefit in retaining more users, understanding shortcomings and fixing them.
Data Collection - Understanding the data and generating meaningful insights and patterns is necessary to understand a stakeholder’s mindset and behaviour. It will help the team in understanding and taking required actions to promote their brand and social services. Digital data collection reduces the error probability and cost while simultaneously increasing the speed and accuracy of the data.
Tracking and Monitoring through Analytics - Ever since the inception and advancement of data monitoring, many organizations and companies are dominating the internet using websites and social media channels. Using analytic tools, the administrator can collect real-time data that enables him to understand the user experience and make improvements for better results.