Return on investment (ROI) is a term that businesses tend to use much more than nonprofits. This is likely because businesses are focused on bringing in revenue, increasing profit margins, and improving cash flow, while the average nonprofit tends to focus on bringing in just enough donations to sustain their operations. Nonprofits don’t do a lot of “spending money to make money,” like businesses often do, so the term “ROI” doesn’t come into play as often with nonprofits.
One area where nonprofits should absolutely consider ROI, however, is in their marketing and fundraising efforts.
As a nonprofit marketing agency that serves San Diego and other parts of the country, we see many nonprofits spending a lot of money trying out different strategies to raise awareness, bring in more donations, market their events, and even sell their products and services in a very haphazard manner. Prior to coming to us for help, they may send out fundraising emails, run some Google ads, do some social media marketing, set up booths at various events, or even put on their own fundraising events, but they have trouble quantifying the results of these efforts.
When you work with a good nonprofit marketing agency, however, it’s a lot easier to see the ROI. When we run Google Ad campaigns on behalf of our clients, we carefully track the results. We can tell our clients how many people clicked on their ads, how many new subscribers they acquired through the campaign, and then see if any of those subscribers became donors. Similarly, with email marketing, we provide our clients with helpful metrics such as open rates, click-through rates, and conversion rates.
One of our nonprofit clients sells online courses, eBooks, and coaching services to help support their efforts to equip parents. The marketing we do for them helps improve these revenue-generating activities, so they don’t have to be so reliant on donations. We have also helped them grow their team of volunteers, which further helps the organization keep their costs down.
When it comes to our clients’ own websites, we often work with our nonprofit clients to improve their donation pages. When a potential donor lands on a donation page, what calls to action do they see? What options are they presented with? If you are a nonprofit leader and haven’t taken a hard look at your nonprofit’s donation page in a while, you should! This is the last thing a potential donor sees before putting in their credit card or ACH information. This page should be well organized, compelling, and inspire confidence in your organization. A nonprofit marketing agency in San Diego can help you design a donation page that will help increase conversions and that can even convince people who only intended to give a one-time donation to become monthly donors!
If you’re concerned that working with a nonprofit marketing agency will be expensive, you might be surprised. There are agencies like Beeline that work with nonprofits of all sizes, with all sizes of budgets, delivering great returns on their investments!
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