Nonprofit Omnichannel Marketing

Omnichannel marketing is an important part of an overall marketing for nonprofits strategy. An omnichannel marketing campaign for nonprofits works to acquire new donors, retain existing donors, and increase the level of donations enjoyed by the nonprofit. In addition, using multiple marketing channels to reach an audience, such as blogs, videos, social media posts, and infographics, creates a more unified experience for donors as they are exposed to relevant information no matter what channel they use to interact with the nonprofit.

In this article, we will answer the question, “What is omnichannel marketing?”, as well as list some of the most important components of a campaign.

What is Omnichannel Marketing?

When it comes to “What is omnichannel marketing, “ many people jump to the conclusion that it is simply a campaign that uses multiple channels to reach people. This assumption is both true and false as shown in this section.

Omnichannel marketing focuses on the customer and makes them the main focus of the omnichannel marketing campaign. In the case of marketing for nonprofits, omnichannel marketing is a unified strategy that keeps all of the marketing channels in mind in order to create an unified experience that focuses on the needs and preferences of customers.
As opposed to an omnichannel marketing campaign, multichannel marketing also uses multiple channels to interact with an audience but it does not focus on creating an interconnected experience for the target audience that seamlessly works across the multiple channels.

Components of a Nonprofit Omnichannel Marketing Campaign

As mentioned earlier in this article, omnichannel marketing is made up of many components. In this section, we will identify and highlight these components and the role they play in a campaign.

• Direct mail
  Nonprofits can use direct mail to create a connection with the recipient. The direct mail piece can be personalized for each recipient and it is also a tangible reminder of the nonprofit. A direct mail piece has the necessary space to share the story of the organization and it stands out from digital marketing messages.
• Flyers
  A flyer can be used to promote various events or needs of a nonprofit while also educating the public. A flyer can ask for donations, recruit volunteers, promote an upcoming event, and grow awareness of the organization. It is also a physical marketing piece that the public can keep and review as desired.
• Social Media
  Social media is able to improve the reach of a nonprofit as well as grow the engagement level of an organization. Social media can share the story of a nonprofit through videos, infographics, and statistics. In turn, this is able to increase the amount of donations they receive each year.
• Email Marketing
  Email marketing is a cost-effective communications method that builds and nurtures relationships through personalized messaging. Email marketing educates the audience, promotes events, and encourages donations. In addition, the results of the email campaign can be tracked and measured to determine its success.
• Landing Page
  The landing page of a nonprofit website greets visitors and delivers multiple messages and calls to action. The information on a landing page can inform and educate, solicit donations, ask for volunteers, and attract new partners to support and further the reach and financial success of the nonprofit. The landing page can also be featured and linked to on social media and email marketing as well as being included in flyers and direct mail pieces.
• Blog Posts
  Blog posts can be thought of as an easy way to keep the public updated about the nonprofit. Blog posts, which need to be updated on a regular basis, promote the brand, establish the organization as a thought leader in their field, and share the latest news and updates about the nonprofit. Blog posts can also be featured across other digital marketing efforts since they serve as free advertising for the organization.

If you are looking to plan and execute an omnichannel marketing campaign in the near future, our team of experts is ready to assist.

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