Technology has revolutionized how nonprofits interact with their audiences. From creating marketing messages, to sending them, to monitoring their impact, technology can play a key role in nearly every aspect of your marketing campaigns.
Having a strong understanding of how technology can improve your marketing can be especially useful for major campaigns, such as GivingTuesday, your annual gala, and capital campaigns. When you know what technology can do for your nonprofit, you can leverage it to its full capabilities and even introduce new technology-driven strategies into your marketing tactics.
Whether your nonprofit has already developed a digital strategy or is just starting to explore what technology can do for your organization, this guide will provide insight into a few key ways technology can impact your nonprofit’s approach to marketing.
Forging strong relationships with donors is essential for keeping your nonprofit funded. Technology enables you to track the details of each relationship, allowing you to maintain your connections with individual donors over the course of multiple years and providing even more value from each relationship.
Leveraging your donor database and donor communications platform can help foster these donor relationships. Ensure your nonprofit has a powerful CRM (constituent relationship management) system that allows you to record data you collect on each donor and use it to improve your communications with them.
Specifically, your CRM should allow you to:
Making sure your data is organized and accessible is a great way to use your collected donor data to its fullest potential. NPOInfo’s guide to donor data management recommends evaluating your CRM system to ensure it is equipped to handle the necessary volume of data. Keep track of how many donor records you can create and how many staff login accounts you can have. Additionally, determine where your platform can integrate with useful third-party tools, such as prospecting software.
How you communicate with donors will dictate your ability to strengthen relationships, reach new supporters, and spread awareness about your nonprofit’s cause. Marketing and communication should be one of your organization’s top priorities, and utilizing your technology to the fullest can help simplify many components of your outreach.
You can free up your staff’s time by using your technology to assist with:
Effective communication starts with the data stored in your nonprofit’s CRM. Invest in a CRM that has built-in marketing tools or can integrate with another marketing platform. CRMs with large developer communities will likely have a variety of marketing and communication apps and integrations for your nonprofit to explore.
If your nonprofit wants to change CRMs or invest in a new marketing platform, consider what needs are driving the change and how your new system will meet those needs. Additionally, take your implementation and training timeline into account. Migrating data between CRMs and getting assistance from a developer to build out new features can take several months.
While it is an investment, a more streamlined platform can significantly decrease your staff’s workload and improve communication with donors.
Fundraising campaigns can quickly become complex, especially when conducting outreach on multiple channels. Fortunately, technology can streamline your planning and organization process by providing tools, such as:
If your nonprofit needs assistance leveraging your software to host a campaign, consider partnering with a consultant. There are a wide variety of nonprofit consulting services that specialize in nearly every aspect of nonprofit management. Assess your needs and determine whether your organization needs a marketing consultant, a technology consultant, or a consulting firm with expertise in both fields.
Compile a list of potential consultants by using trusted online resources and seeking referrals from other nonprofits in your field. Then, consider the challenges your nonprofit is facing with campaign coordination and how a consultant could resolve them. This might be through offering marketing advice, providing insight into how to better leverage your technology, or training your team to improve their technical or communication skills.
Technology is continually evolving, and it can be used to evolve your nonprofit’s marketing tactics as well. Take inventory of your current software to determine if it can support your strategy, and evaluate your goals to figure out if new technology can help you achieve them.
Carl co-founded DNL OmniMedia in 2006 and has grown the team to accommodate clients with ongoing web development projects. Together DNL OmniMedia has worked with over 100 organizations to assist them with accomplishing their online goals. As Managing Director of DNL OmniMedia, Carl works with nonprofits and their technology to foster fundraising, create awareness, cure disease, and solve social issues. Carl lives in the Hudson Valley with his wife Sarah and their two children Charlie and Evelyn.