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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.

Using Google Ad Grants to Stretch Your Marketing Dollar: 4 Top Tips

Imagine grant money that’s never claimed. Scholarships that receive no applications. Events without volunteers. Service programs that aren’t utilized. These are the things that keep nonprofit professionals awake at night. These professionals know how important their work is, but sometimes the public isn’t as aware.

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  Topics: Online Marketing, Online Advertising, Google ads

Effective Online Onboarding Strategies

Here is (yet another) compelling reason for your organization to leverage digital channels:  the next generation of donors are engaging more on digital platforms and are increasingly looking for a way to support and donate through these channels.

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  Topics: Online Fundraising, Online Advocacy, Online Organizing, Online Advertising, Trends

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

Best Tips to Rock your Online Presence

So you launched your new website and have an online marketing plan in hand to help you reach new audiences. Everyone at your organization thinks the new website is fantastic. Your board, donors, and activists love it too. Now what? How are you going to maintain the website and make it compelling over time? What are you really going to implement from the online marketing plan that is packed with a lot of great ideas, but in all honestly, you just don’t have the resources to do them all.

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  Topics: Social Networking, Online Fundraising, Online Advocacy, Technology, Online Marketing, Online Advertising, nptech, Web 2.0, Trends, Nonprofit

Rise of the She-Conomy: Building a Base of Women Donors and Advocates

If your nonprofit doesn’t have a solid outreach strategy to cultivate women donors and activists, your organization is missing out on huge opportunities to grow your advocacy and donor base. Why? Like we have talked about before on Frogloop, women account for 85 percent of all consumer purchases including everything from autos to health care to donating money to charity.  In fact, women make contributions to twice as many charitable organizations as men do. Women also bring in half or more of the income in 55 percent of U.S. households. And women ages 50 and older control a net worth of $19 trillion and own more than three-fourths of the nation’s financial wealth. Furthermore, women are expected to soon control 70 percent of all planned giving assets.

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  Topics: Online Fundraising, Online Advocacy, Online Organizing, Online Marketing, Online Advertising, Trends

Does the Nonprofit Community Need More Tools?

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  Topics: Social Networking, Marketing Research, Online Fundraising, Online Advocacy, Technology, Online Advertising, Web 2.0, Trends

Online Fundraising Lessons From Campaign 2010

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  Topics: Online Fundraising, Technology, Online Organizing, Online Advertising, Trends, Lead Generation

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