Introduction to Digital Marketing

Introduction to Digital Marketing & Communications

What is Digital Marketing & Communications?Digital marketing and communications seeks to promote brands, reach new audiences and engage constituents through various forms of digital media. Some of AWF’s strategic goals include:

– Creating a branded experience that brings visitors closer to our purpose, programs, and ultimately, the continent of Africa

– Reaching new global audiences and markets

– Deepening brand affinity and driving

engagement

– Developing innovating multi-channel fundraising strategies to drive new donor relationships and increase revenue

Digital Marketing Channels

The ConversationPrism

Digital Strategy and Workflow

Decision

Multi-Channel Online Conversion

IntentConsiderationAwareness

Assist Last Interaction

While direct response is still common, the constituent journey has grown more complex. Before taking an action, constituents may engage with a brand through many different media channels over several days.

2013 eNonprofit Benchmarks

17% 2.05%

0.14%

110%

Case Study:2012 AWF

Safari Sweepstakes

“Trip of a Lifetime” Safari Sweepstakes

Reach new audiences and generate member prospects

Create deeper engagement leading into year-end fundraising efforts

Test different methods of online acquisition

Last year, AWF launched an aggressive mission-oriented campaign in order to:

Sweepstakes Entry

Campaign Promotions

Affiliate Promotions

Total unique visitors to entry page: 18,091

Total unique email submissions: 6,889 Total new prospects acquired: 2,730 Total submissions by existing: 4,159 Total Facebook “likes” of landing

page: 1,200

How did we do? The campaign ran for a total of 30 days across web, email, search, social and partner sites with the following results:

Email

Organic

Affiliate

PPCSocial

Web

Campaign Results

Visits

Performance & Analytics

Google Analytics – Site Traffic

Google Analytics Dashboard – Campaign Detail

Google Analytics Dashboard – Campaign Detail

Google Analytics Dashboard – Data Visualization

Blackbaud NetCommunity– Email Report

Facebook– Social Media Insights

Additional Resources and Documents

M+R eNonprofit Benchmark Study 2013 The Art & Science of Multi-Channel

Fundraising Care2 Best Practices for Email Marketing Nonprofit Website Usability Study The New Multi-Screen World How to Generate Leads Using Facebook Google SEO Starter Guide Visual Content Creation Guide

Curious to learn more about any of the material discussed today? The following documents are available in the “Introduction to Online Fundraising” folder:

Questions?