Nonprofits use social media and custom content to maximize marketing spend

Published on
by Brafton Editorial
​Nonprofits with small budgets​ ​must show returns on each promotional investment. Content marketing remains the most cost-effective option.

American consumers prefer to purchase products from charitable brands, and buyers turn to these organizations more frequently than ever before, Edelman reports. While small-to medium-sized businesses have taken advantage of this trend and invested in societal programs, nonprofits have also accelerated their internet marketing efforts to reach donors or program participants. However, maximizing the return of every dollar spent will always be a top priority for nonprofits, and marketing managers must find the most cost-effective options.

Fortunately, digital content’s long-term results outweigh the upfront investment. According to BusinessBolts.com, content marketing can help businesses on strict budgets generate interest in their initiatives online. The source’s latest report found 28 percent of small organizations find web content investments under $500 a month can drive results. While larger corporations are highly likely to invest more on content strategies each month (86 percent), the research suggests brands on tighter budgets can still find affordable ways to make content worthwhile. Nonprofits looking to develop promotional strategies that show returns on their investments should consider content marketing for its high impact.

VerticalResponse Data as shown by eMarketerMore, VerticalResponse conducted a survey of U.S. nonprofits that found social media marketing has become a preferred marketing channel because because it offers free content distribution. In fact, networks like Facebook and Twitter could operate effectively with a content marketing campaign, publishing custom media for fans and followers. VerticalResponse found that 96 percent of nonprofits said they actively manage Facebook accounts, compared to 90 percent of other small businesses. Eighty percent of charitable organizations post updates to Facebook multiple times a week, while only 66 percent of for-profits can say the same. Twitter is also a popular nonprofit marketing tool – nearly 75 percent of these organizations use Twitter.

Content and social media marketing engages audiences and generates sales, and they remain affordable when compared to traditional media alternatives. As brands turn to digital channels to maximize reach, businesses will invest more in updating their websites and social presences to draw in new audiences even with a tight budget.

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