Digital marketing is an effective way for small charities to reach many people and raise money in a cost-effective manner. The document discusses tips for optimizing a charity's website, email marketing, and social media presence. It recommends keeping website content short and focused, using images in emails, and building communities on social media rather than directly selling. The overall process involves mapping goals, tweaking efforts, and pushing content to donors and supporters.

1. Digital marketing
for small charities

2. Why digital marketing?
○ You can reach lots of people
○ It can raise money
○ It’s cheap!

3. Introduction
Today, we’ll cover:
○ Your website
○ Your email list
○ Your social media

4. The process
Map
Tweak
Push

5. Your website
“It doesn’t matter how many times I have to click, as long as
each click is a mindless, unambiguous choice.”
― Steve Krug, Don't Make Me Think: A Common Sense
Approach to Web Usability

9. Tips for your your website
● Add a big, obvious button to
make it clear what you want
visitors to do
● Have less information on the
homepage
● Keep all copy short

10. Email marketing
○ Your email list is like gold dust
○ Show your subscribers how you
help
○ Think of small ways they can
help your charity - then ask
them.

14. Tips for your your emails
● Add a big, obvious button to
make it clear what you want
visitors to do
● Add images (if your cause is
visual) - text if not
● Send regular single issue
emails with actions, not
occasional newsletters

15. Social media
● Think of social
media like being
in a pub
● Tell, don’t sell
● Build a
community

17. Facebook

18. Facebook

19. The process
Map
Tweak
Push

20. Further reading
○ <plug> www.charitychap.com/blog </plug>
○ blog.justgiving.com
○ Digital Marketing for Everyone - Eric Morrow

21. Questions?