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Nonprofit Digital
Marketing Strategies

8 Tips For Cutting Costs & Driving Awareness

30 nonprofits gathered at our Wpromote LA headquarters for an interactive Digital Day In LA workshop. Wpromote experts shared digital strategies and actionable tips to help grow their presence online, drive more awareness, and get donations.

Want the inside scoop on strategies discussed?
Check out what our digital marketing experts had to say!


Follow The Full Funnel Attribution Model

Just like following the yellow brick road of Dorothy’s journey - this ongoing strategy will help drive new customers and retain current customers by keeping relevant messaging in front of the right audience throughout the entire buying process.

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Getting new eyeballs to the site through prospecting and brand awareness efforts.

Initiatives include:
  • • Google Display Ads
  • • YouTube Ads
  • • Facebook Ads
  • • Instagram Ads

Educating and engaging individuals in market in order to grow interest and intent to purchase.

Initiatives include:
  • • Non-Brand Search
  • • Promo Email Campaigns
  • • Content Marketing Campaigns

Assist in the final evaluation and purchase stage to increase conversions and create repeat purchasers.

Initiatives include:
  • • Google Brand Search
  • • Remarketing
  • • Loyalty Email Campaigns
Bonus Tip:

Utilize the 3 bucket approach when allocating budget

Consider bucketing your investment into the three buckets for both online and offline marketing efforts.



Create a Cohesive Creative Brand Strategy
Ensure a Good User Experience
A successful UX strategy requires an understanding of what your competition is doing. This will allow your business to deliver a user experience that is superior to your competitors.
User-centered design places the user first throughout the design/development process. This ensures the end product meets the user’s needs while also satisfying business requirements. Don’t assume you know your user. Conduct user research to thoroughly identify their needs and desires.
Understand in what context your platform will be used. Will people be using it on their phones, tablets, or computers? Rule of thumb is to design mobile first. This ensures the focus is on the content and core functionality which will lead to simple, beautiful apps/websites.
Testing prototypes of your app/website on actual users allows you to test ideas and check for functionality before spending time and money on development.


Know Your Audience & Create Content Geared Towards Them

Think of your content marketing strategy as a way to guide your audience through the buyer’s journey. Use free tools like Google Analytics to see what type of content performs best.

Help drive traffic and long-term results to your website.
Are eye-catching and keep visitors engaged.
User Generated Content facilitates discussion and creates a stronger community with your target audience.
Helps establish authority in your industry.
Provide opportunities to interact with customers and make valuable connections.
Humanize your brand and help gain exposure to new audiences.
Bonus Tips:

Reliable Relationships

The cornerstone of your content marketing campaign will be leveraging your existing relationships within your community.

Images Are Everything

Web posts that include visuals drive up to 180% more engagement.


Best Practices To Optimize On-Site Pages

Don’t get flustered by the multitude of technical optimizations that can be made. Start with the basics - page titles, meta descriptions, headings, and images. Become best friends with free tools like Google Analytics, Screaming Frog, and Google PageSpeed Insights.

Page titles should explain what the page is about. Put your most important keyword in the page title, followed by your brand name.


Keep URLs clean and short. Do not use excessive symbols, use hyphens to separate words, and don’t use the word "and."


Internal navigation is commonly overlooked in SEO, but can act as a sitemap for the crawlers. Be sure not to overuse dropdown menus with links or menu items.


Since Google and other search engines can’t crawl actual images, use text to describe what the image is about. This is a great opportunity to build up keyword densities on a page.


While meta descriptions are not weighed as heavily as page titles, they still provide the opportunity for keyword density. More importantly, they should include calls to action on the search results page. More importantly, they provide the opportunity to include a call to action that can be displayed in the SERPs.


The XML sitemap should contain every page of your website and be updated regularly. HTML sitemaps should provide a high level overview to search engines and users of what your site is about, and link to important pages. Much like a drop down navigation, it’s best not to overuse links in HTML sitemaps.

Bonus Tips:

Wordpress Wonders

Use plugins like Yoast, w3, & woo-commerce to make your life much easier.

Handy Helpers

There are a number of free resources to analyze your site, and others that give insight into current internet trends. Try these to start:

  • Google Mobile-Friendly Test
  • PageSpeed Insights
  • Google Trends for blog post topic ideas
  • Google Analytics: Check conversion tracking & exit pages


Optimize Your Local Listings

How does your site stack up to the competition? Whether people find you through search, social, or a referral, their next step in the exploration process is to check out your local listings and reviews. Managing your reputation is essential on these sites if you don’t want to get passed over.


Consistency is key! Make sure your NAP (Name, Address, Phone Number) are listed correctly across various sites.

Map Listing

Ranking on Google Maps helps generate new business.

Local Listings

Find local listings: MozLocal, Yext, and Whitespark

Fun Facts!

73% of customers lost trust in businesses due to inaccurate local listing data.

79% of consumers trust online reviews as much as personal recommendations.

Bonus Tips:

Easily obtain reviews by following up through email reminders.


Get involved in community events and create content around them.


Request event organizations and participants to link to your site. Reciprocate with content highlighting your collaboration.

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