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Care2's Digital Engagement Blog

Learn how to grow your nonprofit through Donor Recruitment, Online Fundraising, Advocacy, and Social Media with Care2’s team of expert nonprofit professionals.

How Medium Can Help Your Nonprofit Tell Its Story

 No, we’re not suggesting your nonprofit goes to a medium to get a glimpse of your successful future, we’re encouraging you to check out the ever-growing social blogging platform, Medium, founded by Ev Williams, who is also the co-founder of Twitter.

Here’s Why Medium Could Work Well For Your Nonprofit:

  1. Storytelling is golden. Medium offers a simple, compelling way to share your stories. Because telling your story up close and personal is key. Julie Neidlinger of CoSchedule notes that instead of a focus on traffic, Medium is focusing on readers.

    She says:

Medium is basing discovery of your content on whether or not people have read it. Not hits, not sexy headlines. Readability, not gimmicks or tricks.

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  Topics: Blogging, Lead Generation

Is Your Nonprofit's Content Effective?

 Are Google Analytics your best friend? Does data that gives you insight into your fundraising and advocacy strategy make you happy? If not, they should be. Analytics and metrics are what should be informing your content, your strategy, and your nonprofit campaigns.

Recently General Assembly and HubSpot teamed up to generate a report to fill you in on all the important metrics: Introduction to Inbound Marketing Analytics and the Key Metrics Your Executives Want To See.

They cover what your analytics should look like, and what exactly you should be measuring.

But you also don’t have to be metric-savvy before diving into the report. All the lingo is clearly laid out and defined:

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  Topics: Online Fundraising, Online Advocacy, Volunteering, Lead Generation

Tips to Connect with Millennials

 A couple of weeks ago, we talked about why millennials are one of your best audiences. Today we are digging a little deeper into some of the great research from The Millennial Impact Project about how to better connect with millennials. 

The Millennial Impact Project released their Top 100 data points based on 6 years of millennial cause and workplace engagement research. This data will help your nonprofit better involve the next generation in your fundraising campaigns, volunteer projects, cause initiatives, and programming. Here’s a highlight of the top findings:

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  Topics: Online Fundraising, Online Advocacy, Volunteering, Lead Generation

Why Millennials Are One of Your Best Audiences

 Millennials have been pigeonholed as being lazy, but when it comes to social justice issues, Millennials are quite passionate about causes and donate money to the issues they support. With all these mixed messages, how can your nonprofit really dig in and learn what Millennials need, and how to reach them? Or maybe you’re reading this as a Millennial who’s working at or running a nonprofit, and want to know how to reach your own generation most effectively?

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  Topics: Online Fundraising, Volunteering, Lead Generation

Is Your Organization Looking At Alternative Audiences

Some companies, like Zygna, had early success thanks to cheap online advertising on Facebook. But with more companies entering the space, the ads got more expensive and that hit the Zygna’s bottom line hard.
Similarly, many of us are very aware that it is increasingly expensive to acquire new users. In fact, instead of  targeting obvious audiences (e.g. young moms), it is often more effective to try to identify lateral audiences that aren’t targeted as heavily. The percentage of users that click might be lower and the audience might be lower, but the lower cost per user can lead to a healthier return on investment (ROI). 
It can definitely be frustrating: not only do you have to think about your ideal audiences, you need to think about how your competitors are eyeing those same audiences or keywords. 

One good way to identify alternative audiences is to look at the traffic from your existing users. Google Analytics has added their new Demographics and Interests information and that could be explored for potential audiences. 

Sometimes it's handy to price out the cost of different audiences before going into a planning/brainstorming meeting.  That way you can highlight numbers around the obvious audiences and focus the group's creative energy on coming up with alternatives.   
I sometimes take a “long tail” approach and find smaller audiences/keywords that don’t necessarily have a high traffic numbers but that are relatively inexpensive. You’re not necessarily going to get a big bump in daily numbers, but you’ll have an efficient spend and that additional traffic never hurts. 

In any case, the "good old days" of cheap online advertising are over and we're now competing in a crowded space for a finite number of users.


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  Topics: Online Advertising, Lead Generation

How many fundraising emails should you send a year?

After working on over 400 nonprofit email recruitment campaigns, and helping clients plan successful recruitment strategies, I’ve realized that most nonprofits don't send nearly enough standalone fundraising appeals. I've seen clients make their money back on their investments with Care2 in as little as three months, or as long as four years. There are obviously lots of variables involved with raising money online – and ultimately in various direct response channels – however we now as an industry have enough data to know what’s possible for most organizations, and this article will hopefully give some insight into how to get the most out of your email fundraising program. 

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  Topics: Email Marketing, Integrated Marketing, Online Fundraising, Metrics, Lead Generation

The Ultimate Grassroots Flow Chart

As nonprofit organizations, it's our job to provide the best constituent experiences, especially when it comes to grassroots organizing. One of the best ways to provide stellar constituent experiences is to understand their interests. For example, what action alerts or donation appeals do they respond to? Do they prefer Direct Mail or email communications? Any decent CRM system will help you get a good snapshot of your constituents interests and history of actions with your organization. But if you don't analyze the data, then you are missing out on getting to know and engage with your constituents on their terms.

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  Topics: Technology, Online Organizing, Online Marketing, Lead Generation

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