At the beginning of a new year we often find ourselves both looking back over the past 12 months and making predictions for the year ahead and it seems safe to say that 2017 will see more charities further embracing all things digital.
According to the 2016 UK Business Digital Index from Lloyds, in 2016 charities made strides in increasing their digital presence, be that having their own website (still only 3 in 5 however), harnessing the power of social media or using a digital training tool.
Most interestingly, 2016 saw a 100% increase in charities advertising online (60% in 2016 v 30% in 2015) whilst the amount of non-profits taking donations online rocketed over 100% from just 24% in 2015 to 53% in 2016. Perhaps unsurprisingly then, the report also underlines “The more digital charities are 28% more likely to report an increase in turnover or funding than less digital charities.”
This finding is also backed up by the Blackbaud index, which saw online donations rising an average of 17% in the UK in Autumn 2016 whilst overall donations saw an 2.7% fall in the same period. With the rise of contactless payment (one in four card payments are now contactless) and ‘tap to give’ technology, 2017 is only set to see this differential grow.
The main barriers to digital entry for non-profits are cited as not understanding the benefits of digital, the belief that digital isn’t relevant, a lack of digital skills and a lack of time. At upriseUP we believe it can also be understanding how and where to get the best, quickest and most cost-effective results, which is where we come in.
One of our first recommendations is always to make sure you are utilising your Google Ad Grant account effectively, and if you haven’t yet applied for a grant to make sure you do so! This isn’t of course, the only avenue, but it can reap rewards in a short period, and as such, is a quick win.
A fully optimised Google Ad Grant can drive relevant web traffic of over 350 clicks per day. Whilst at the time of writing we are unsure of the future of the GrantsPro account, the increased $40,000 value to use per month really does have a significant impact driving donations, event sign ups and volunteers for our clients.
Whatever your online priorities, your competitors and contemporaries are also likely to be on a similar digital journey so we urge you and your charity to make the most of these exciting opportunities, embrace the future and not to be left behind!
upriseUP are holding a special Digital Marketing for Charities event on Thursday 23rd February, which is free for professionals who work in marketing for charities and we’d love to see you there. We’ll have a number of engaging expert speakers who can help guide you through the digital maze.
Can’t make the event? We’d still love to discuss how we can help you with your digital marketing. Get in touch at firstname.lastname@example.org or give us a call.
We also have expertise in Search Engine Optimisation to help improve organic search results, paid online advertising (from paid search to display and video) and Google Analytics to ensure effective tracking and to drive accountable conversions.