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Marketing objectives for Nonprofits

bbp LORD’s Marketing objectives are:

Gain

Gain Loyalty and more partnerships to spread in other countries within 7 years.

Demonstrate

Demonstrate Expertise and commitment through some partially free services and in person training sessions as community initiatives in Ivory Coast, Burkina-Faso, Sénégal, and grow an online community within 3 years.

Develop

Develop Awareness inbound & outbound to meet the needs and demands, but also show up to people who might not be looking for writing services unless they realize how valuable they can be for them.

Establish

Establish EAT (Expertise Autority and Trust) on the west African Market within 10 years.

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Target audience Persona & Buyer’s journey Map

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Discovery Phase Analysis

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Discovery Phase

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Audience Traffic Trends

doublethedonation has room to grow site traffic based on SEO and direct marketing. A specific opportunity to growth traffic is from:

Paid Traffic (The Market grow traffic by 12.39% vs. doublethedonnation.com no growth) (Question: What is doublethedonation’s budget?)

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Audience Demographics

Doublethedonation audience attracts less males and more female than the market. Doublethedonation’s audience demographics mirror slightly more 24 to 34 years people.
The most growth opportunity for NGOs can come up by doublethedonation’s social presence and attractive content based on community impact and reports.

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Audience Traffic Generation Strategy

Based on comparing against the Market, doublethedonation can grow site traffic through:

Developing a social media strategy focused on growing traffic
Doublethedonation can continue increasing direct Marketing and SEO strategies

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Audience Demographics

The information from SEMRUSH (Left-hand side graphic) shows 96% of charity and philanthropy are interested in doubling donation. This could be an opportunity to develop a Business Degree offering campaign to help increase enrollments.

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Online marketing Communication Analysis

Key Insights:

Doublethedonation.com has a strong brand as indicated by direct traffic being the top channel (47.16% of all traffic)
Increased direct traffic in Nov. & Dec could be tied to period of celebrations and gifts sharing
Organic search is the second leading source of traffic (35.5%) (Question: Is there an opportunity to grow organic traffic?)
The right part of the board (trend by device) is showing that Doublethedonation.com is mostly visited by computers (Question: is doublethedonation.com mobile-friendly ? Should doublethedonation build a mobile app?)

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Online marketing Communication Analysis

Key Insights:
Twitter (61.6%) and Youtube (26.86%) are the social media preferences for consumers who visit doublethedonation.com
Instagram (8.25%) and Reddit (1.67%) follow next in terms of users’ social media preferences.
Does doublethedonation advertise on Twitter, YouTube and Facebook ?
Perhaps doublethedonation could engage users on Reddit as well by running ads or participating in groups?

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Site Technology

doublethedonation.com has the following technology:

IPhone / Mobile Compatible

AdBlock Acceptable Ads

AdBlock Acceptable Ads

Source: https://builtwith.com/fvtc.edu

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Mobile Strategy

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Mobile usability

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Mobile Speed text

Webpage Speed

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Suggestions to leverage the website

Add a clear CTA bouton
Make a phone number visible and ready to reach the business
Use key words
Adapt picture to the mobile devices
Add content
Present other social media platforms (icons) linked to the website on the home page

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Mobile Advertising

Which ?

- LinkedIn

Meta (Instagram, Facebook)
Tik Tok
WhatsApp

How to run ads, or have customers download the app?
Text messages
Email marketing

Other social media platforms to reach the business’ target :

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SEO Keyword Recommendations

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Category/ Keywords	Questions	Keyword Difficulty from SemRush
1. Fundraising ideas	-How to develop fundraising ideas -Easy fundraising ideas	82%
2. Best fundraising ideas	-The best fundraising ideas -Best fundraising ideas for nonprofit	84%
3. Fundraising ideas for nonprofit	-Ideas to start fundraising for nonprofit -list of fundraising ideas for nonprofit	75%
4. Fundraising consultant	-hire a fundraising consultant -how to hire a fundraising consultant	50%
5. aoc grandmother fundraiser	-Where does aoc grandmother fundraise - aoc grandmother fundraiser strategies	48%
6. Grant management	-national grant management association -waste management community grant	55%
7. Get grant	-easy grant to get -how to get grant money	84%
8. Free and easy grants	-how can I get free grants -easy grants to get 2021	83% 84%
9. Association of professional fundraisers	-Association of professional fundraisers near me - How to work with an association of professional fundraisers	53%
10. Professional fundraising ideas	-Professional fundraising ideas 2022 -professional fundraising ideas for nonprofit organizations	83%

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Adwords PPC Text Ads

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Keyword List & Data

Final keywords and related data in SEMRush.com

List Below 3 keywords for PPC Ads	List the Search Volume Below (Found from Keyword Spy)	List the CPC Prices Below (Found from Keyword Spy)
1.Fundraising ideas	82%	1.51
2.How can I get free and easy grants	83%	1.21
3.Grant management	63%	11.15

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Keyword 1 - AB Test

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Keyword 2 - AB Test

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Keyword 3 - AB Test

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Key Performance Indicator

Click through rate
Pay Per Click
Conversion rate
Return on Ad spend
Return On Investment (ROI)
Organic traffic and Keyword Performance

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Social Media

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Targeting Methods

Platform: Facebook

Goal of the campaign: Have them desire to reach fundraising opportunities by hiring my company.

Targeting Methods:

Geographic	Behavioral	Demographic
Countries: (West Africa) Côte d’Ivoire, Mali, Burkina-Fasso	Visiting a particular page (government donations/partnership)on the government website	All genders
Cities: Abidjan, Bamako, Bouaké	Speak French	All ethnicities
Mountain regions	Make donations and community services	All religions
Busy industrial cities with insecurity risk	Attend social impact conferences and training sessions	Essentially funding activities from donations and fundraising

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A/B Test on Facebook

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Ad Metrics

Ad impressions.
Geographical location.
Audience demographic.
Cost per Result.
Engagement.
Result rate.
Click-through rate.
Cost per Conversion.
Conversion rate.
Return on Ad Spend (ROAS).

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Email Drip Campaign

bbp LORD would make use of a drip campaign after a user signs-up for an offer, a free document or the newsletter.

Goal: Have them integrate our network of nonprofits to get mre exposure to fundraising opportunities & information.

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Flowchart

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Week 1

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