Do Nonprofit Organizations Need Internet Marketing?

It is well understood that virtually any type of business needs a comprehensive Internet marketing plan. Whether the company is small or large, new or established, owners and executives know that the web is crucial to attracting buyers and spreading the word.

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What about nonprofit organizations, though? Do they need Internet marketing, too?

This is a question that comes up from time to time, and it could be an important one if you are a nonprofit director or executive. The fact of the matter is that nonprofits and charities can use Internet marketing to great effect, but their goals and methods might be a lot different than the ones for-profit businesses put to use.

Here are a few of the best reasons why:

It’s even more important for nonprofits to convey the right message and tone.

For a lot of companies, communicating the right marketing message is easy: It basically comes down to a unique selling proposition. For nonprofit organizations, however, things can be more complicated. That’s because donors (and the public at large) don’t just buy into a group’s mission, but also their leadership, past activities, and communication style. All of that means that nonprofits need to have the right creative team and marketing guidance on their side.

Internet marketing can open the door to cost-effective fundraising.

In the past few years, online fundraising has started to beat traditional direct mail and telemarketing campaigns. It’s not hard to figure out why. Internet fundraising isn’t just faster, it can be more cost-effective, too. And, with the sophisticated email marketing social media tools that are available to nonprofits, you can reach donors more often, and have an easier time targeting them based on individual interests or donation patterns.

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Nonprofits don’t usually have sales goals, but they do have important targets.

Nonprofit marketing isn’t usually about opening accounts, but it can be important to raise awareness, generate press attention, motivate volunteers to take action, or drive attendees to an event. Each of these goals can make or break an organization, and the Internet can be a wonderful tool for helping you to reach them.

Despite what a lot of people think, nonprofit organizations do have competition.

Although different charitable groups are all on the same side, in a certain sense, there is a significant amount of competition for important donors, press attention, event attendees, celebrity endorsements, and so on. That means that, if your nonprofit is going to grow and fulfill its stated mission, it might be necessary to attract more attention than “competing” organizations. That’s one area where Internet marketing can come into play.

Although a lot of the discussion around Internet marketing tends to center around businesses and revenue goals, the reality is that , too. In some cases, the work they do, and the results they get, might be even more important.

Want to work with a creative team that has nonprofit experience and can steer your campaigns in the right direction? Call or email a member of our team today to arrange for a free consultation.

Edward Kundahl, Ph.D., M.B.A.
BusinessCreator, Inc.


Do Nonprofit Organizations Need Internet Marketing?
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Do Nonprofit Organizations Need Internet Marketing?
Associations, charities, and other nonprofits can take advantage of the web to meet important challenges.
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BusinessCreator, Inc.
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