Nonprofit Marketing Resources

If you’ve ever taken a trip with young children (or even annoying adults), chances are good you’ve been subjected to cries of, “are we there yet?” As adults, we may not say it out loud in whiny voices, but that doesn’t mean we’re not just as impatient to get to our destination.

Google offers the Google Grant for Google Ads, but another free resource your nonprofit should be utilizing is Google Analytics. Why should you use Google Analytics? The program can help you track who is interacting with your website and how, which provides the information you need to tailor your website to increase viewers. This is definitely a resource you want to take advantage of! Keep reading to find out how you can leverage Google Analytics to better understand how your website is communicating with your audience.

These are extraordinary times. The Coronavirus, or COVID-19 pandemic, continues to have a major impact on just about every aspect of our daily lives. Visit any website, tune in to any newscast and you’re bound to see something about it. Some of the information is helpful. Some of it isn’t. All of it is a bit frightening. Schools are closed. Restaurants, except for take-out are closed. Grocery stores have ever-decreasing limited supplies. Vast numbers of people are sheltering in place and taking steps to self-quarantine. Beyond the fear of becoming sick, we’re also dealing with the financial havoc of COVID-19.

When a visitor to your website fills out a form to request information, volunteer or donate, how quickly does your organization respond? Research shows that you’re probably not responding fast enough.

Think of your Google ad campaigns as invitations. If an invitation doesn’t tell you when or where the event will take place, or how to get there, no one would show up. So, when visitors click on your “invitation” they (and Google) want it to quickly connect them with the details. The best way to accomplish that is to create different landing pages for each topic. Optimized, targeted landing pages answer each visitor query. Connecting each campaign to a separate landing page has been shown to dramatically increase engagement and drive conversions.