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5 More-Important-Than-Ever Digital Marketing Metrics for Nonprofits
JOSH KASHOREK | April 2, 2020
The Proffer Society is a nonprofit organization that delivers strategic operations consulting expertise exclusively to tax-exempt nonprofit organizations.
Article | March 2, 2020
We live in one of the most remarkable eras ever, a time when a tidal wave of technologies and digital information is opening up limitless opportunities and empowering society like never before. But as innovation moves faster, we need to make sure that these advances empower everyone, equally. For nonprofits in particular, a strong commitment to digital accessibility is a perfect opportunity to engage audiences online and reinforce your organization's commitment to equity and inclusion.
Every nonprofit has the goal of extending their impact as far as they can by helping as many people as possible. They also have a responsibility to their donors to spend their resources wisely – especially when it comes to things like marketing and communications that often get put on the back burner. In times like this when we’re in a strong economic downturn – and there’s a lot of uncertainty – your major donors may be pausing their donations or limiting them. It is more critical than ever to focus on the items that are going to have the biggest impact.
In 2011, only 11% of traffic to Classy fundraising campaigns came from mobile devices, but by 2018, it was over 50%. Not only does having a mobile-friendly campaign increase your interactions with donors, but it also builds their trust in your organization. Classy’s report Why America Gives found that 41% of donors said they’d have lower trust in how a nonprofit would use their funds if they couldn’t easily donate online or via their mobile device.
Many organizations have found themselves in a “gotcha” moment. Business continuity plans are what nonprofits use to make sure operations are uninterrupted during unexpected circumstances. You knew that a business continuity plan was essential. Yet, you put it off because it didn’t seem urgent. Suddenly you are faced with a pandemic and you had to figure out how to operate when offices closed, people had to work from home, clients still needed services, and the board needed to make decisions. You aren’t alone. Many organizations face the same dilemma. How do you operate if there is a catastrophic situation that disrupts everything you do?
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