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The need for innovative and multichannel donor acquisition strategies is more important than ever for charities and nonprofits. Last year, The Chronicle of Philanthropy noted, “Charities that have been nurturing relationships with donors, communicating transparently and making the most of technology have laid a strong foundation to weather a crisis like the pandemic.” Here are several nonprofit campaigns that have made the most of digital advertising tools and strategies to increase donor volume.
Truth Initiative Leverages Content Marketing And Audience Targeting To Drive Donor Acquisition
Truth Initiative is a nonprofit organization aimed at stopping tobacco use among teens and young people. The organization has a wide range of initiatives, including exposing the systemic racism in tobacco marketing, sharing the health risks of vaping and partnering with universities and corporations to create smoke-free environments. Strategic partnerships with brands like Vans, CVS and the NFL have created high exposure for Truth Initiative, which was launched in 2001 with funding from the Master Settlement Agreement with big tobacco.
Truth Initiative also launched multiple smoking and vaping cessation campaigns that rely on digital strategies and tools. “This Is Quitting,” a digital campaign from Truth, is geared at teens, offering support via mobile SMS and social media. And, BecomeAnEx, a partnership with the Mayo Clinic, is a “digital quit-smoking plan and online community of thousands of smokers and ex-smokers.” Both programs rely on robust content marketing across a family of landing pages to keep those enrolled or interested in the programs motivated and informed. Truth Initiative offers a tone and tenor that, while research based, appeals to younger, tech native audiences and doesn’t feel stodgy or out of date like more traditional anti-smoking platforms.
Truth Initiative pivoted their content during COVID-19 to include the risks of vaping associated with coronavirus and other health and wellness factors that are relevant during the pandemic. Outreach via social media, a weekly e-newsletter and community involvement drives donations to Truth Initiative, which also offers a monthly donation option.
A strong content marketing strategy can contribute to brand building and top-of-the-funnel consumer awareness that leads to engagement across channels. Digital Media Solutions® (DMS) helps nonprofit brands with cross-channel donor acquisition campaigns including programmatic display, email advertising, social media advertising, paid search and SEO. Partner with DMS today to grow your donor list.
To Drive Donor Acquisition And Amplify Their Mission, Nonprofit Organization Vitamin Angels Partners With Corporations
Vitamin Angels, a nonprofit organization, provides minerals and vitamins to pregnant women, new mothers and children under the age of five, reducing morbidity and illnesses like blindness. By partnering with corporations including Walgreens, The Vitamin Shoppe and Whole Foods, Vitamin Angels is able to further their mission and increase brand exposure and credibility. The partnerships offer shared resources, including digital tools and assets. For example, Walgreens released several commercials highlighting children around the world who benefitted from Vitamin Angels and the continuation of the in-kind donation that Walgreens provides with purchases of participating vitamin retailers at Walgreens.
“With the support of Walgreens, Vitamin Angels has been able to reach millions of mothers and children under five at risk of malnutrition with life-saving nutrients,” said Howard Schiffer, founder and president of Vitamin Angels. “We are honored to be partnering with an organization [Walgreens] that cares so much about children and moms in the U.S. and around the world.”
Digital Media Solutions (DMS) helps nonprofit brands across the country build consistent and sustainable fundraising revenue with performance-based campaigns supported by technology-enabled digital media distribution. Contact DMS today to learn how your nonprofit can thrive with DMS.
World Central Kitchen Uses Social Media And Hashtag Campaigns To Raise Awareness And Scale Donor Acquisition
World Central Kitchen (WCK) was founded by chef Jose Andres and his wife Patricia Fernández de la Cruz in response to the humanitarian crisis after the earthquake in Haiti in 2010. Since then, WCK served meals, often hot, fresh food made on site, around the world in times of crisis. In addition to meeting immediate needs, WCK works with local communities to make long-term commitments to solving regional food crises, inclusive of creating educational opportunities (#EcoleDesChefs), bringing safer and cleaner cooking solutions to women, offering grants to farmers (#PlowToPlate) and training school cooks to create healthy, safely prepared meals (#SinkToStove). WCK’s strategic partnerships with other nonprofits like the Clean Cooking Alliance allowed the nonprofit to broaden their reach and impact, increasing donor acquisition.
During COVID-19, WCK pivoted to provide fresh packaged meals to families, seniors and children suffering from food insecurity during the pandemic. The hashtag #ChefsForAmerica was created to promote the WCK COVID-19 initiative, which, in addition to providing food, also provided support to struggling restaurants. By always attaching a hashtag to their many initiatives and having an active and informative website and social media presence, WCK is able to grow donor interest, scale fundraising efforts and create excitement and accountability around the work they do.
Social media campaigns can be very effective at building awareness about nonprofit partnerships and initiatives, often driving potential donors to websites where they can make donations, enroll for sustaining donor programs and request additional information. Once those connections have been established, post-transaction messaging and donor re-engagement strategies can be deployed. By partnering with Digital Media Solutions, nonprofits can be results focused, scaling donor acquisition and donation volume.
Nonprofit organizations that leverage effective donor acquisition strategies like audience targeting, co-branded digital partnerships and promotions and robust social media strategies, are able to establish credibility and garner the donations necessary to keep going, even during a pandemic. By staying authentic to the mission and making the necessary changes to stay relevant and seen, nonprofits can use digital advertising strategies to share their stories and prioritize donor acquisition.
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