You’ll know better than most that, when you run a charity, spare time and money are often in short supply, which means you need to be very careful about what you spend them on. This can mean that your workforce might be missing some key members you’d like to have, or certain areas of your business might be neglected for long periods of time.
If you’re looking to expand your team but aren’t sure which position to hire for next, or you’re simply looking for an effective way to boost your awareness and fundraising efforts, you might not be sure where to start. Our advice? Start with your brand and make sure your fundraising appeals are getting in front not just the right people, but the right number of people.
The best way to do that? Digital marketing. Here are five reasons you should consider recruiting digitally savvy marketers in your charity or non-profit.
1. Digital marketing will help you reach the largest audience possible
Whether your main aim is to raise awareness of an issue or raise money to help combat it, you’ll want to reach as big of an audience as possible. This will give you the best possible chance of truly making a significant difference.
Of course, hosting events, speaking to people on your local high street and putting leaflets through letterboxes can help to get the word out, but the number of people you’ll reach just won’t compare to how many you can gain access to online.
However, it’s not enough to just create an online presence by setting up a website and some social media profiles—you also need to know how to get the most out of them, and this is where having staff that specialise in digital marketing will help you go from strength to strength.
2. They’ll know where your time and money are best spent
As we said before, it’s likely your charity is tight on both time and money, so you won’t want to waste either of these by taking your marketing efforts in the wrong direction. People with a background in digital marketing will have a better idea of what works and what doesn’t in certain situations so, by hiring someone who specialises in this area, you should be able to leapfrog a lot of the most common pitfalls and start reaping the rewards of digital marketing straight away.
A digital-savvy marketer should also know where you’re going to be able to target your ideal audience best. While you’ll want to reach a wide range of people, you also don’t want to spread yourself too thin—for example, it’s better to run two social media accounts well than 10 badly! Any digital marketing professional you hire should be able to devise a strategy that is going to use your resources in the most fruitful way.
3. It will help to boost your Google rankings
Search engine optimisation—or SEO—is an element of digital marketing that a lot of charities neglect because it’s a long-term commitment that can require some trial and error. This means it can be very tempting to stick with marketing techniques you’ve already tried and tested and know you can see immediate results from. But it’s a very powerful tool that can really help you reach more people and shine an even brighter light on the cause you’re fighting for.
The goal of SEO is to help your website rank well on Google’s search engine results pages (SERPs) for keywords that are relevant to your charity. For example, you might want to rank for search terms such as ‘dog shelter Liverpool’ or ‘homeless charity UK’.
There are three main elements you need to focus on when it comes to SEO: content, link-building and technical SEO. A digital marketing professional who’s skilled in this area should be able to help your charity come on leaps and bounds with your rankings, and hopefully, help you to raise even more awareness and funds organically.
4. They’ll be able to harness the power of content
Content is considered to be king in the digital marketing industry, and that’s because it can help you to achieve a lot of your goals.
Firstly, emotive and informational social media content tends to attract the most attention and engagement, which means it can be a very powerful tool when it comes to raising awareness and encouraging people to donate to a cause. Publishing comprehensive, informative and relevant content on your charity’s website can also help with SEO, as it will give Google more context as to what your work entails and show that you’re a trustworthy source of information. If it answers questions people might have about your cause, it will also lead more and more people to find your website when they’re researching topics to do with your work.
Digital marketers should be well-versed in creating high-quality content for a range of different platforms. So, by hiring someone who is skilled in this area, you’ll be able to harness the power and reap the benefits of digital content.
5. It’ll free up some of your valuable time
It’s common for the staff of charities to take on responsibilities that aren’t necessarily relevant to their core roles. So, for example, you might only really have the necessary skills to handle the financial side of charity work, but you might also find yourself managing social media accounts because there’s nobody else to do it. As a result, you might find that you’re spreading yourself too thin and, instead of doing one job well, you’re doing everything haphazardly.
This is where hiring a specialist to take the digital marketing tasks off your hands can be a real game-changer. Not only will this free up more of your time so you can complete all of your own tasks to the best of your ability, but it’ll also mean that you’re going to get the most out of your digital marketing. Once you’ve recruited your brand-new digital-savvy marketing executive, you’re sure to find that everything starts running a lot more smoothly.
So what are you waiting for?
If you’re looking to step up your fundraising game, or you can finally afford to recruit a new member for your charity’s team but aren’t sure what kind of role will benefit you best, a digital marketer could make the perfect addition to your team. Not only will they be able to take a lot of responsibilities off your hands, so you can concentrate on what you’re best at, but they’ll also know exactly how to reach the largest and most relevant audience possible. That’s what you need when your goal is to raise funds and awareness!
Thinking of recruiting for a digital marketing specialist in your charity? Get in touch with one of our Account Managers today.