Digital marketing can be a daunting task for nonprofit arts organizations, where every resource is precious & teams often operate with limited human-power.
If this resonates with your organization, you're not alone.
We understand the challenges you face, which is why we've developed this comprehensive nonprofit marketing guide tailored specifically for you.
While your organization may not pursue profits, the benefits of increased traffic, funding, & awareness that effective digital marketing can bring are invaluable.
Let's dive in!
What is Digital Marketing?
Have you ever given your email address to get updates on tickets to upcoming shows at your favorite venue?
Have you ever seen a sponsored post on social media about an upcoming show & thought, "Yeah, that would make a great Father's Day gift"?
Or have you ever read a blog or article on how you can grow your organization with digital marketing? (Spoiler alert: you’re doing it now!)
If you said yes to any of the above, congratulations! You've experienced the power of digital marketing.
In a nutshell, digital marketing is how you advertise using the internet. Instead of using traditional methods like TV ads or flyers, you use online tools to reach current & potential audiences.
Why Your Nonprofit Arts Organization Needs Digital Marketing
According to research conducted by Statistica, in 2024, the number of people who buy tickets to music events online is approximately 321.7 million. By 2028, that number is projected to rise to 331 million.
As the number grows, so does the number of promoters & venues that are trying to sell tickets to their events online.
This means that having a strong online presence is crucial for reaching & engaging with your audience effectively.
With the right digital marketing strategies in place, you can amplify your message, expand your reach, & connect with supporters in ways that traditional marketing methods simply can't match.
Basically, fish where the fish are.
How Digital Marketing Will Grow Your Nonprofit Arts Organization
Digital marketing offers a multitude of avenues for growth & impact for your organization, such as:
- Increased Visibility & Reach: With digital marketing, you can expand your organization's visibility beyond your immediate community or geographic location.
Through channels like social media, search engine optimization (SEO), & online advertising, you can reach a wider audience of potential supporters who may be interested in your events.
- More Engagement & Interaction: Digital marketing allows for two-way communication between your organization & your audience.
Through social media platforms, email campaigns, & interactive website features, you can engage with supporters in real-time, respond to their inquiries, & foster a sense of connection & community around your mission.
- Improved Fundraising Efforts: Digital marketing provides powerful tools for fundraising & donation management.
Online fundraising campaigns, crowdfunding platforms, & donation processing systems make it easier for supporters to contribute to your cause.
Additionally, targeted email appeals & social media fundraisers can help you reach fundraising goals more efficiently.
- Data-Driven Decision Making: One of the greatest benefits of digital marketing is the ability to track & analyze data about your audience & their interactions with your organization.
By monitoring website traffic, email open rates, social media engagement metrics, & more, you can gain valuable insights into what strategies are working well & where there's room for improvement.
- Cost-Effective Marketing Solutions: Compared to traditional marketing methods like print advertising or direct mail campaigns, digital marketing tends to be more cost-effective.
With tools like email marketing platforms, social media scheduling software, & free online resources for content creation, you can stretch your marketing budget further & achieve greater results.
- Building Trust & Credibility: A strong online presence built through digital marketing efforts can enhance your organization's credibility & trustworthiness in the eyes of potential supporters.
By consistently sharing valuable content, engaging with your audience authentically, & showcasing the impact of your work, you can build a loyal following of advocates for your cause.
Before you get started, it’s important to recognize that with any marketing effort (or efforts in business in general) to always start with a strategy.
What is a Digital Marketing Strategy?
A digital marketing strategy is a plan that outlines how your organization will use digital channels, such as websites, social media, email, & search engines, to achieve its marketing objectives.
It involves setting specific goals, identifying target audiences, selecting appropriate digital platforms & tactics, creating relevant & engaging content, & measuring the effectiveness of campaigns through analytics.
A well-developed digital marketing strategy ensures that resources are used efficiently to reach & engage with the right audience, ultimately driving desired outcomes such as increased brand awareness, customer engagement, & sales or donations.
What to Include for Your Nonprofit Arts Organization Digital Marketing Strategy
Depending on your needs, size & where your nonprofit arts organization is at as a whole, what you should include in your digital marketing strategy will depend.
If you’ve been using digital marketing, but are unsure what to do next, or how to adjust, consider performing a digital marketing audit first.
Once you know where you are, it’s easier to understand where you want to go & how to get there.
Here are some key elements to consider for your digital marketing strategy:
I. Website and/or Landing Page: Create a user-friendly website that showcases your organization's mission, programs, events, & impact. Include clear calls-to-action (CTAs) to encourage visitors to donate, volunteer, or get involved.There are lots of different opinions on what you should & shouldn’t include for your website or landing pages.
Here are some things to keep in mind:
- Compelling Headline: Grab visitors' attention with a clear & compelling headline that communicates the value proposition or main benefit of your product or service.
- Engaging Visuals: Use high-quality images, videos, or graphics that support your message & help create a visually appealing layout.
- Concise Copy: Keep the text on your landing page clear, concise, & focused on communicating the most important information. Use bullet points or short paragraphs to break up the text & make it easier to read.
- Call-to-Action (CTA): Include a prominent & clear CTA button that encourages visitors to take the desired action, whether it's making a purchase, signing up for a newsletter, or requesting more information.
- Benefits & Features: Highlight the key benefits & features of your product or service, focusing on how it can solve the visitor's problem or fulfill their needs.
- Social Proof: Incorporate testimonials, reviews, or case studies to build trust & credibility with visitors.
- Optimized Forms (if applicable): If your landing page includes a form, keep it short & only ask for essential information. Use clear labels & placeholders to guide users through the form completion process.
- Mobile Responsiveness: Ensure your landing page is optimized for mobile devices to provide a seamless experience for users accessing it from smartphones or tablets.
- Trust Signals & Authority: Display trust badges, security certifications, or logos of reputable companies you've worked with to reassure visitors about the legitimacy & reliability of what you offer.
- Clear Navigation (if applicable): If your landing page is part of a larger website, make sure visitors can easily navigate back to other sections or pages if they wish to explore further.
II. Search Engine Optimization (SEO): This means making your website show up higher in search results when people look for things online. It involves using the right keywords & having good content on your site.
III. Content Marketing: This is about creating useful & interesting content to attract people to your website. It could be things like articles, videos, or pictures.
It can also include social media platforms like YouTube, TikTok, Facebook or Instagram to connect with people, show off your organization, & get people interested in what you offer.
Here are some examples of content you can create for your organization:
- Live Video: Maybe the most popular form of content marketing, as 161.4 million people watched live video content in 2023. Include performance videos of your shows, behind the scenes, interviews or quick questions with guests or performers.
- Graphics: Design visually appealing graphics with quotes, Insightful questions or data in an easily digestible format. Make sure it’s shareable on social media & other platforms.
- Podcasts: Producing audio content in the form of podcast episodes to discuss industry trends, interview experts, share stories, & provide valuable insights to your listeners.
- Blogs: Publishing articles, guides, & insights on your website's blog to inform & educate your audience about upcoming events or other cool topics that resonate with your target audience.
IV. Email Marketing: This means sending emails to people who have signed up to hear from you. You might send them updates, special offers, or information about your events.
Here are some things to keep in mind for when email marketing to connect with all your audiences:
- Weekly Newsletter: Send out a newsletter every week. In it, include your latest articles, news about your group, facts about your organization, & any help you need from volunteers.
- Monthly Donation Emails: Once a month, email people about donations. Let them know what you need & how they can help.
- Welcome Emails: When someone new signs up for your emails, send them a series of emails. Thank them for joining & let them know about your organization.
- Thank You Emails for Donors: When someone donates, send them a thank-you email. Tell them how grateful you are & suggest other ways they can help.
Don't forget to make it easy for people to sign up for your emails on your website. For example, Acumen, a nonprofit, does this well. They have sign-up options on their homepage & in their main menu.
V. Digital Advertising: This is when you pay to have your ads shown to people who are online.
Consider using paid advertising channels like Google Ads, Facebook Ads, & Instagram Ads to reach new audiences, promote events & campaigns, to drive traffic to your website.
VI. Data Analytics: Use website analytics, email metrics, & social media insights to track the performance of your digital marketing efforts, identify areas for improvement, & make data-driven decisions to optimize your strategy.
Digital marketing is always changing because technology & the internet are always changing. But using these strategies can help you reach more people & put more bums in seats.
Conclusion:
Effective digital marketing is indispensable for nonprofit arts organizations.
It boosts visibility, fosters engagement, & drives fundraising efforts.
By harnessing digital platforms & data-driven strategies, these organizations can maximize their impact & thrive in the ever-evolving digital landscape.
If you’re ready to start or improve your digital marketing so you can sell more tickets to your next event or season passes to your next series, contact It’s Digital & we’ll help you get you on the path to growth.
