Website Design and Marketing Strategy for Non-Profit Organizations
March 16th, 2008
Non-profit organizations, although directly not pitted against one another in a competitive battle, have their own specific online marketing objectives to meet. Increasing awareness and recognition, growing memberships, boosting non-due revenues, donations and advocacy response are just a few.
The concept of the marketing savvy website design and interactive marketing for non-profit organizations is governed by each specific organization’s objectives and obviously starts with settling each organization’s specific goals. In order to determine them and range them in degree of importance, the following questions have to answered:
- From the point of the organization, what are the areas of best and least value in the programs and information provided by the association?
- What strengths and weaknesses are there in the organization’s process that advance or stifle the organization’s goals?
- How have the organization’s tactical and strategic goals changed over the last five years, and what was the reason for the alteration?
The final step before turning the strategy into fruition through the devised set of marketing tactics including search engine optimization, is figuring out what measurable results of non-profit organization’s development, efficiency, and relationships with its members are to be tracked and what methods of obtaining and comparing information are to be used. Apart from direct deliverables like membership or donations increase, these can be indirect like measuring website traffic, popularity of your online community or even profitability of your members’businesses (they often use non-profit memberships for their brand development and public relations campaigns).
