As 2017 winds down, marketers are already living in 2018, strategizing about where to allocate time, people and money. While you’re reviewing results and thinking through all the communication tools you can use to target and connect with your audiences, make sure that you spend some time considering social media.
No longer an afterthought, a well-planned (and executed!) social media campaign should be at the top of your marketing goals for 2018, and here’s why.
- It’s cost-effective.
Social media is an easy and cost-effective marketing outlet, even when your funds are at their lowest. Use your new year planning to get specific about the role that social media plays in your organization, set aside a few dollars per month to promote posts, and assign a specific person or committee to manage and execute, so you can ensure you are getting digital traction year-round. - You are investing in your marketing efforts–show them off!
Whether you are planning something BIG–like a capital campaign or the launch of a new brand–or, spending your budget on donor-focused direct mail pieces or ads, social media is a great way to give those investments legs and increase their reach. Share those direct mail stories and efforts with your online audience, convert your ad campaign to social media, and shout your new brand, campaign, and accomplishments from the rooftops. See an example of social media integration to De Smet Jesuit High School’s 50th Anniversary campaign here. - Next Generation donors are digital natives.
While direct mail is still key for the seasoned donor base, Next Generation donors name digital outlets as their primary communication and decision-making source. They learn about and share causes and strategies within their peer groups and social networks, are driven by their values and impact, and quite literally are the future of philanthropy worldwide. To put it simply: Not targeting them is not an option. Put time into your digital and social media plan now, and reap the benefits with a whole new donor base later.
Do you work for an organization that needs help with their digital marketing strategy? We’d love to help! Reach out to us at hello@brandalmanac.com.