Stephanie Tippitt

QUICK SHOT: Overwhelmed by choices in Digital Marketing?

Maybe you’ve noticed… digital marketing has exploded over the last few years!

It’s super exciting. But it can also be EXHAUSTING. Even for me… and this is my specialty! So I can only imagine that if you’re relatively new to digital marketing, you may be feeling overwhelmed. Not just by the technical side, either… but by having the wisdom needed to choose amongst all the digital strategies and platforms now available.

Here’s my first “hack” for you: Most digital strategies and platforms can help you reach your marketing or fundraising goals.

I hope that’s good news. But it may not help you feel less overwhelmed about your digital marketing. So I’ll answer what you really want to know: Where do you invest your time and resources?

My advice: Invest your time and resources first in your website.

In my experience, developing a solid foundation starts with a fundraising-focused website. Your website is the hub around which all your other marketing efforts revolve. It helps define your vision, your mission and your brand.

But more importantly, your website makes the case for support. And essentially, as a nonprofit, it’s this: Even with all the other charities out there doing good work, here’s why you should support us!

Make sure you check all these boxes as you evaluate your current website:

USES VISUAL STORYTELLING

Design the homepage – and your overall site – to tell the story of your organization visually, not just in words. Include:

  • Compelling photos of those you serve
  • Story-focused videos
  • Graphics that illustrate your programs and services

In short, use visuals that, when combined, quickly and effectively tell the story of who you are, what you do, whom you serve and how someone can get involved. Weave those key storytelling visuals throughout your entire site.

Visual Storytelling Example

DESIGNED FOR MULTIPLE PLATFORMS

Build your website to look/function the same across multiple platforms:

  • Desktop computers (Mac, Microsoft, etc.)
  • Mobile devices (iPhone, Android, etc.)
  • Tablets (iPhone, Surface, etc.)

A few other tips: Test your website in both horizontal and vertical views. (You’ll be surprised how differently the content displays and how you can find subtle ways to improve the user’s experience.) And test how fast your website loads – it should only take a few seconds: https://tools.pingdom.com

Multiple Platform Examples

CALLS FOR ACTION

Write concise, actionable content that always circles back to this: “What do you want the user to do next?” Then add Calls to Action, or CTAs, throughout that link to actions like:

  • Donate Now
  • Volunteer
  • Take a Tour
  • Sign up for our emails

Keep it short. Keep it simple. And always tell the user what to do next!

Call to Action Example

PRESENTS A VALUE PROPOSITION

Weave your organization’s value proposition throughout the messaging on your website. NextAfter does an amazing job explaining how to create and effectively use a value proposition here: https://www.nextafter.com/blog/why-should-i-give-to-you/

Value Prop Example

Yes, there are tons of choices when it comes to digital marketing – and they can be overwhelming! But by investing your time and resources in a fundraising-focused website, you’ll create a robust digital marketing program that will ultimately generate revenue for your cause.

Read past Quick Shots here >>

  • Stephanie Tippitt

    Stephanie Tippitt, VP/Digital Strategy

    With more than 20 years of professional experience in digital media and cross-channel marketing, Stephanie has spent her career helping clients realize the potential of digital. As the VP/Digital Strategy for Brewer Direct, she uses her experience to guide clients through digital development such as website optimization, email marketing, data-driven analytics and tracking, paid digital media and new media trends. She regularly coaches internal and external teams on Digital Marketing Strategies and tactics that can be used to reach more donors and generate increased revenue.

    Prior to joining Brewer full-time in 2017, Stephanie led her own digital design firm, working with clients one-on-one to build foundational online marketing channels and increase the effectiveness of their donor/customer communication. Her experience also includes marketing roles with Fortune 500 companies in the Insurance, Education, and Service industries helping grow their online and offline revenue.

     

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