Associate Director, Digital Marketing Share our Strength
Presentation Summary: As a nonprofit, you are in competition for attention with more than 1.5 million other nonprofits in America. Making things even more challenging for you, studies suggest that nonprofit websites may be getting more difficult to find through organic search. A paid advertising program that goes beyond Google Grants and boosted social posts will help you expand your pool of potential supporters and stay top of mind for donors.
In this session, we’ll share with you a strategic approach to advertising (regardless of budget). We’ll explore with you several types of advertising that you should consider at each step in the donor funnel. And we’ll discuss with you setting key performance indicators (KPIs) for paid advertising to ensure that the impact goes beyond the total dollars directly attributed to the paid efforts and gives paid media credit for lifting brand awareness. Additionally, we'll discuss with you some of the language commonly used in paid advertising to ensure that everyone is on the same page when discussing advertising.
Learning Objectives:
How to set KPIs for paid advertising.
Employ several types of ads to use throughout the donor funnel
A shared definition of key paid advertising terms and methodologies.
