As a consultant, I continue to see nonprofits rebrand, build new interactive websites and implement social media strategies. All of this is done with the intention of reaching new audiences and engaging with potential donors.

So, if you build your website and social media pages will the donors come? At our last event, digital marketing gurus Chris Cavello and Leslie Bargmann gave us some insight on the topic. They discussed how important it is for nonprofits to advertise online to get people to come to their sites.

To summarize, they suggested first clearly defining who your target audience is and what objective you have for your campaign. You need to identify who you are trying to reach and make sure the creative content you create speaks to them. Then decide how, and where you will place your message. Short online videos are the best way to advertise.  Video should only be 15-30 seconds long and purposefully placed online to reach your target audience. You don’t need a professional video for the message to resonate either. Personal videos that tell a story resonate best.

As we discussed, digital advertising is not free but it is the way to bring people to your new online brick and mortar. Digital streaming platforms like Hulu, Pandora and Video Pre-roll offer nonprofit “Low Bono” rates for ad placements. You need awareness before you get people to become followers, donors and volunteers. If you implement a digital campaign, you can get the right people to come to your sites and convert them there.

A few great stats worth sharing again:
• Video will account for 74% of all online traffic in 2017
• Including video in a landing page can increase conversion by 80%
• Online shoppers who view demo videos are 1.8x more likely to purchase
• The 6 second rule – people must get what they want in 6 seconds or they leave the page