MNPM 7012

LECTURE 6 - Mar 23, 2025

Brand Building and by RHODA S.W. CHAN

Social Marketing 1
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Agenda today
▪ Digital Marketing
▪ Current trends, creative use of digital technology in NP sector
▪ Outbound
Display advertising, Pay-per-click advertising, location-based marketing,
spam emails
▪ Inbound
SEO (Search Engine Optimization), Website Design, Content Marketing, Video
Marketing, Social Media Marketing, Email Marketing, Word of Mouth Marketing,
Influencer Marketing, Peer-to-Peer Marketing
▪ Online Fundraising
▪ POEM - Digital marketing Framework
▪ Marketing Automation
▪ Tips and Trends for Nonprofit Marketing
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Marketing Strategies - Digital
Marketing strategy

Outbound marketing Inbound Marketing

Digital Non-digital Digital Non-digital

● Display Advertising ● TV, radio ads ● SEO (Search Engine ● Book
○ banner ads ● Cold calling Optimization) ● Event mktg
○ Video ads ● Email blast ● Website design (Forum, event
● Pay-per-click (PPC) ● Newspaper/ ● Content mktg (blogging, require registration)
Advtg. magazine ads social media posts, infographics, ● Public speaking
● Direct mails guides, ebooks, webinars…) engagement
○ Paid Search Advtg.
(e.g. HK Post ● Video mktg. ● Free advice/ sample
○ Social media Advtg.
Circular Service)) ● Social media mktg. ● Permission-based
○ Retargeting PPC
● Billboard ads ● Email Mktg (Permission-based) mktg (Direct Mail
Advtg.
● Event mktg ● Word of mouth / Mktg, Telemarketing )
● Location-based mktg.
(Open shows) peer-to-peer /
● Public relations activity
● Public relations Influencer mktg
● Spam emails
activity
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Digital Marketing
● Also called online marketing, refers to all marketing efforts that
occurs on the internet or using internet-based technology
● Leveraged digital channels include search engines (Google,
Bing, Yahoo), social media, email and other websites to
connect with current or prospective customers
● Channels can be free or paid; inbound or outbound
● Communication could be text or multimedia messages
● Allows sophisticated targeting technique to identify and
send personalised, high-converting marketing message
● Cost effective and efficient, results are measurable
(impressions, shares, views, clicks, time on page..);
can easily adapt and change (maximize ROI of mktg budget)
● Appropriate use of marketing operating system with data analytics, even with low budget
can compete with big players and even the playing field
● More to expect under the new era of metaverse ecosystem
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Total Internet Users Worldwide Statistics 2024 /2025
5.56 billion people use internet actively worldwide, 58% Increased
67.9% of the global population use internet 13% 3 billion by 104% in
673 million last 10 years

5.24 billion
97% social media
93% users
6.7%
347 million Majority of internet users
• China 1.05 billion
Internet users (74% population)

spend • India : 692M

(49% of population)
6H 38M 10%
518 million
online each
day 11.4% 0.7%
591 million 36 million

Source : Key Internet Statistics in 2024 (Including Mobile) by Broadband Search; Data Reportal Statista 2025
Rise of Mobile Traffic Share and 6
No. of Mobile Internet Users worldwide
~57% of all internet traffic was conducted on mobile phones

5.25 billion

Source : Key Internet Statistics in 2024 (Including Mobile) by Broadband Search

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Online Communication Trends
Shift from traditional email to real-time messaging
• Real-time messaging apps have redefined communication
due to its immediacy, accessibility
WhatsApp : ~ 2. billion monthly active users
WeChat : ~ 1.38 billion monthly active users
Facebook Messenger : ~ 1.0 billion monthly active users
• Video conferencing for remote work, virtual event and
communication across geographical countries

Shift in Communication Preferences

• Visual communication :
Emojis, GIFs, stickers serve as integral expressive tool, conveying emotions
that text alone hard to capture (95% internet users have used emojis)
• Evolving Language : Text-speak, Abbreviations and internet slang
Like “LOL’, “BRB” abbreviation and a myriad of internet slang
Source : Statista 2025
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E-Commerce and Online Transactions

Source : Key Internet Statistics in 2024 (Including Mobile) by Broadband Search

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New donors’ experiences with
new digital technology Sister Schools
Track the Container Program – Sister Schools
Safe Shelter Greenpeace ● Under the “Track the Container” donation
Collaborative Greenpeace tracks whales as program, students learned first-hand how
school in Uganda is like without book, paper
Japan plans hunt | Reuters and pencil for learning passion and social
SafeNight app
● Under the “Great Whale Trail” responsibility
● The mobile app Program, they create a live ● they partnered with 8 local schools, received
“SafeNight” is to feed tracking whales with GPS donation and filling a 20 foot container with
crowdsource funding for 20,000 pounds of school supplies.
technology as they migrated south
immediate shelter for through dangerous waters – where
those suffered from ● For a $10 donation, each student received a
they are hunted. magnet. By scanning the magnet, students
domestic violence and
human trafficking ● In parallel, they encouraged can track updates on the container from its
people to make personal arrival in Uganda to supply distributions to
fundraising pages and ask their schools
networks for donations to support ● They also use AR technology to promote
the cause and protect the whales.
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New donors’ experiences with
new digital technology
National Health Service (NHS) Virtual Blood Donation https://youtu.be/-zNWP4lzrJQ

• NHS using Augmented Reality (AR) to raise public awareness of the

importance of blood donations; make them empathize with the problem
• Created a billboard showing a patient needing blood donations. Pedestrians
were given stickers to put on their arms, and when they hovered a
smartphone over the sticker, it showed them donating blood,
i.e. “Virtual Blood Donation”.
• The billboard then showed the patient getting better and personally
thanking the donor.
Pencils of Promise Beginning https://youtu.be/SelvUz8Zr3k
• International education nonprofits Pencils of Promise (PoP) is committed to build schools
and provides educational programming in Ghana, Guatemala and Laos.
• Used Virtual Reality (VR) technology to create a film “Beginning”, gave a truly engaging
on-site experience for its supporters to step inside a classroom before and after a PoP
school build; get a first hand look at how a quality education can change a child’s life.
• It helped raise US$1.9M at a fundraising gala; raise cause and brand awareness across
digital and social channels.
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Outbound
Digital
Marketing
 Marketing Strategies … Digital 13

Marketing strategy

Outbound marketing Inbound Marketing

Digital Non-digital Digital Non-digital

● Display Advertising ● TV, radio ads ● SEO (Search Engine ● Book
○ banner ads ● Cold calling Optimization) ● Event mktg
○ Video ads ● Email blast ● Website design (Forum, event
● Pay-per-click (PPC) ● Newspaper/ ● Content mktg (blogging, require registration)
Advtg. magazine ads social media posts, infographics, ● Public speaking
● Direct mails guides, ebooks, webinars…) engagement
○ Paid Search Advtg.
(e.g. HK Post ● Video mktg. ● Free advice/ sample
○ Social media Advtg.
Circular Service)) ● Social media mktg. ● Permission-based
○ Retargeting PPC
● Billboard ads ● Email Mktg (Permission-based) mktg (Direct Mail
Advtg.
● Event mktg ● Word of mouth/ peer-to-peer/ Mktg, Telemarketing)
● Location-based mktg.
(Open shows) Influencer mktg
● Public relations activity
● Spam emails ● Public relations
activity
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Outbound Digital Marketing
● Display Advertising
○ banner ads
○ Video ads
● Pay-per-click (PPC) advertising
○ Paid Search Advertising
○ Social media Advertising
○ Retargeting PPC advertising
● Location-based mktg
● Spam emails
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Display Advertising
● Banner ads
● Native Ads

Required to be
featured as
“Promoted”,
“Sponsored”
“Advertisment
”
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Display Advertising
Video ads on website, YouTube…

Pop up ads
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Display Advertising
● Classic online advertisements that appear on websites
● Can take the form of a banner, an image or even a video
● Using cookies, advertisers can select and reach
targeted audiences based on visitors’ demographics,
interests and behaviour.
● Display ads are usually charged at
cost-per-thousand impressions (CPM), some are at CPC
● Advantages
○ Visual - can use eye catching imagery/ rich media to get attention
○ Awareness - High reach to large number of audiences
○ Targeted - can use targeting options like demographics, interest..etc
● Disadvantages
○ Lower click-through rate (CTR)
○ Lower conversions - as audience are not actively looking for the org.
○ Ad avoidance - though impressions may be high, users not paid attention or even using
ad blocking tools
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Pay-Per-Click Advertising
(1) Paid Search Advertising - Search Engine Text Ad

Example :
Ads on Google, Bing,
Yahoo appeared
upon search
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Pay-Per-Click Advertising
(1) Paid Search Advertising - Search Engine Text Ad (Cont’d)

● Search Engine Text Ad - the most common Pay-Per-Click (PPC) advertising,

you only pay when someone clicks on the ad; an cost effective way to
drive website traffic
● Paid search works with keywords. Search engine providers such as
Google AdWords, Yahoo, Bing show your ad to users who search for
certain keywords in the Search Engine Result Pages (SERPs) ahead of
organic listing, but are required to identify as “paid-for content”.
● Set up by writing ad copy, selecting relevant keywords and choosing a
suitable landing page on your website. The more they are closely linked
and relevant, the higher will be their search engine ranking
● Work on a ‘bid’ system, the higher you pay, the higher you rank in SERPs.
Keywords with little competition are cheaper.
● Allows targeting criteria, possible to target by location, device used, time of day etc.
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Pay-Per-Click Advertising
(2) Social Media Advertising

Promoted Sponsored
Facebook
Linkedin Twitter Instagram

Native Ads blends well with content

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Pay-Per-Click Advertising
(2) Social Media Advertising (Cont’d)
● Apart from direct display advertising, social media allows native advertising
which are primarily content-led and featured on a platform alongside other
non-paid content (e.g news feed, story, reels) unobtrusively
● These native ads can be shared and interacted with in many more ways
than a normal display ad
● Social media platforms, such as Facebook, twitter, Instagram, Linkedin
have high volume of users and allow sophisticated targeting criteria for
reaching your potential customers, which helps achieve higher
clickthrough rates to your website.
● Direct targeted sponsored posts help increase awareness of your
organisation, product or services.
● Common strategy : create a post and then repeat it over the week.
Previous post’s interactions will stay thus creating illusion that conversation is
ongoing and active
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Pay-Per-Click Advertising
(3) Retargeting PPC Advertising

Display ads based on the user’s history

YOUR LEAD GOES TO
YOUR LEAD GOES TO OTHER WEBSITES …
1 THIS IS YOUR WEBSITE 2 YOUR WEBSITE.. 3 YOUR ADS FOLLOW THEM
THEIR VISIT IS TRACKED AROUND THE INTERNET
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Pay-Per-Click Advertising
(3) Retargeting PPC Advertising (Cont’d)
● is a form of PPC that displays ads to people who have visited specific pages of your website.
● these ads combine Search and Display to an extent
● It uses cookies on a user's browser (making their browser "cookie-d.")
to show them specific ads based on their previous online actions.
● can be used as part of the campaigns with display advertising, search advertising,
social media advertising and email marketing, (e.g. When users leave your site and
go to a social media platform, they are retargeted with ads that are relevant to the
pages they visit on your website.)
● People sometimes confuse retargeting with remarketing.
○ Retargeting allows you to reach new prospects with your ads
on social media, email or other platforms, while
○ Remarketing focuses on current or inactive old customers
for re-sparking interest of your company
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Pay-Per-Click Advertising
(3) Retargeting PPC Advertising (Cont’d)

● Advantage : Visitor
Your
website
Visitor
leaves
Your ads
on other
sites
○ effective to move qualified leads through the
“customer journey” in your marketing funnel
○ great way to increase brand recognition and
awareness. Once it is set, you can have your brand Visitor return to
your site
follow your customers around the web
● Disadvantage :
○ Users may feel annoyed if they are not interested in your services
○ Lower volume of people fall into your campaign as it’s all based in
how often people visited your website , viewing certain pages
○ Complicated and time intensive in implementation
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Location-based Marketing
uses a mobile device's location to alert the
device's owner about an
offering from a near-by
Business, typically thro’
SMS text messages via
smartphones

Case study : “Dine out for No Kid Hungry”

Using Location Targeting and Audience Targeting,
the NGO had driven 129K visitors to the 4 participating
“Dine” restaurants and raised US$1M
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Location-based Marketing
● allows organizations to target/ reach audience at personal level with
online or offline messaging based on their physical location
● Different types of location-based marketing
○ Geotargeting - based on unique IP address of your device making them
identifiable with an apps. e.g. Google search result, Uber
○ Geofencing - utilizes GPS technology to create a boundary. Whenever a target
enter that boundary, they might receive a notification or piece of messaging.
○ Beaconing - Beacons are connected devices that use Bluetooth or WIFI to
connect with apps that are operating within range of the beacon. Users have
to be opted-in and have Bluetooth on, but not necessarily online
○ Geo-conquesting - uses location data to divert prospects away from competitor
locations with notification from apps
○ Mobile targeting - use location data to send social media ads which is
context specific, based on time, device or location
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Location-based Marketing
● Advantages
○ Increase immediate foot traffic and visits, boost up participation for
event marketing and effective targeting for repeated seasonal events
○ Enhance targeting and deliver more relevant, personalized ad message
as location data also inform timing and messaging.
○ Drive consumers away from the key competition
○ Create better user experience

● Disadvantages
○ Works only when users use the location technology on their smartphones
AND give verified apps access to that data
○ Effectiveness also depends on appropriate customer segmentation and
accuracy of the location data
○ Bound by concerns of data privacy and local regulations on the scope
of use on location data
○ regular alerts may cause annoyance and damage brand reputation
 Inbound
Digital
Marketing
 Marketing Strategies … Digital 29

Marketing strategy

Outbound marketing Inbound Marketing

Digital Non-digital Digital Non-digital

● Display Advertising ● TV, radio ads ● SEO (Search Engine ● Book
○ banner ads ● Cold calling Optimization) ● Event mktg
○ Video ads ● Email blast ● Website design (Forum, event
● Pay-per-click (PPC) ● Newspaper/ ● Content mktg (blogging, require registration)
Advtg. magazine ads social media posts, infographics, ● Public speaking
● Direct mails guides, ebooks, webinars…) engagement
○ Paid Search Advtg.
(e.g. HK Post ● Video mktg. ● Free advice/ sample
○ Social media Advtg.
Circular Service)) ● Social media mktg. ● Permission-based mktg
○ Retargeting PPC
● Billboard ads ● Email Mktg (Permission-based) (Direct Mail,
Advtg.
● Event mktg ● Word of mouth/ peer-to-peer/ Telemarketing )
● Location-based mktg.
(Open shows) Influencer mktg
● Public relations activity
● Spam emails ● Public relations
activity
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Inbound Digital Marketing
● SEO (Search Engine Optimization)
● Website Design
● Content Marketing
● Video Marketing
● Social Media Marketing
● Email Marketing
● Word of Mouth Marketing
● Influencer Marketing
● Peer-to-Peer Marketing
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Inbound Digital Marketing
Digital marketing Inbound marketing
• Describe a group of discrete • Describe a bigger umbrella
/ independent digital concept.
marketing tactics that are • Through integrated use of various
used separately. digital marketing strategies,
• No linked relationship • Create a full and holistic strategy
between them. Hence, no plan with precise steps to turn
follow up action one after online traffic generated into
the next. customers
• They help get instant website • It works long term to deliver
traffic, drive short term reach qualified leads and boost customer
and visibility only conversion rates over time

Brand awareness + short term goals Qualified Leads + long term goals
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Inbound Marketing - 5 Key elements
● Content creation + Distribution
○ Create targeted content that address query and needs of the
prospects/ customers (focus user intent , not just keywords)
○ Share the content as far and wide as possible
● Lifecycle marketing
○ Transform strangers to become your customers and ambassadors
through the marketing funnel (nurturing relationship)
● Personalisation
○ Tailor feed the right content to the right people at the right time
○ Personalise your communication with name, articulate messages
with knowledge of their participation history with your organisation
● Multi-channel
○ Adopt integrated multi-channel approaches with synchronised
content strategy and branding
○ Approach people where they want to interact with you
● Integration
○ Content creation, publishing, marketing and analytics tools should
all work together to maximise effectiveness
Apply Inbound marketing methodology for 33
optimizing customer conversion
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Nonprofit Marketing Funnels
NP marketing funnel is a term used to illustrate the path taken

CREATING
to become donors/ supporters with more prospects starting
their journey at the top than make it to the bottom of the
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A MARKETING JOURNEY Plan actions
funnel to become donors/ supporters. for different stages of marketing funnels
Customer
● Awareness - PeopleDevelopjust learn different
about yourmarketing tactics,
oriented targeted msg to engage supporters at different stages
Awareness organisation from diff. sources like social Approach
media, search engines,Funnel Stage
friends..etc Target groups Engagement activities by nonprofits
Increased
Interest ● Interest - Know who you are, what you
Awareness Justdo.
learn about your organisation from Educate targets about significance of the problem
Show interest by signing up your newsletter,
diff. sources
level and your impact performance.
following/ liking you on facebook, click a link of
Involvement Interest Know who you are, Target
what you do. Show Track and follow up with these supporters. Collect
● Involvement - Further involved. Like signing stakeholders
interest by signing up your newsletter, contact information for further relationship building.
a petition, reaching out to your programs
following/ liking you on facebook Keep updating them your activities and impact
segmentation
Investment ● Investment - Invest time as volunteersLike
or
Involvement signing a petition,and
reaching out to Send targeted personalised messaging that keeps
money as donor personalised
one of your programs them interested. Provide more info about the
Sharing ● Sharing - Refer and bring in new audience engagement solutions and given chances to get involved further
from their network to the top of your funnel. for
Investment Invest time as volunteers or money as
relationship
Celebrate and show impact of their contribution.
Source : Ward, C. (2019). Creating & Using Nonprofit Advocate for your cause and org. donor Encourage them to learn further the impact of a
Marketing Funnels. building recurring contribution

sharing Refer and bring in new audience from Deepen relationship. Find a way to appreciate your
their network. Advocate for your cause supporters by bestowing on them special standing
Funnel Stage Target groups Actions by nonprofits Inbound Marketing Methodology
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Awareness Just learn about your Educate targets about ATTRACT strangers : Attract customers to website thro’ content
organisation from diff. significance of the problem
marketing, SEO strategy, Social Media publishing, PPC, video mkg.
sources and your impact performance.

Interest Know who you are, Track and follow up with these CONNECT visitors : After attracting customers to websites,
what you do. Show supporters. Collect contact
connect with them thro’ well thought web design such as relevant
interest by signing up information for further
content on landing page, inspiring stories on home page, clear Calls-
your newsletter, relationship building. Keep
following/ liking you updating them your activities to-action buttons to prob for membership/ email list sign up or
on facebook and impact donation. Continue relationship building thro’ well planned email
mktg, content mktg, social media mktg, world of mouth or influencer
marketing

Involvement Like signing a petition, Send targeted personalised ENGAGE leads : Aim to convert leads into members / donors by
reaching out to one messaging that keeps them
Customer Relationship Management (CRM) : use data to build
of your programs interested. Provide more info
persona and conduct segmentation; use Permission-based
about the solutions and given
chances to get involved further marketing (email, telecall, direct mails) with relevant content to build
trust. Content mktg, video mktg, social media mktg, influencer mktg
to influence decision

Investment Invest time as Celebrate and show impact of INSPIRE customers : Send thank you and recognition emails.
volunteers or money their contribution. Encourage
Share success story content (content mktg) to appreciate
as donor them to learn further the
contribution. Leverage on their supports to enrol new volunteers and
impact of a recurring
contribution donors through their peer networks by Word of mouth, peer-to-peer
marketing. Social media marketing for giving them resources to
share with connections. Continue email marketing to build bonding

sharing Refer and bring in Deepen relationship. Find a DELIGHT Promotors : Keep reaching out with personalised
new audience from way to appreciate your
message for relationship building through CRM, emails, telecalls,
their network. supporters by bestowing on
direct mails or thro’ appreciation events etc. Smart calls-to-action at
Advocate for your them special standing
cause appropriate time for enrolling support for donation or volunteering
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Search Engine Optimization (SEO)
63% of consumers begin their
shopping journey/ make certain
commitment by searching online
for content to fulfill a need or
solve a problem Paid
Ad
● Is the process of optimizing
content of your website to “rank”
higher in Search Engine Result Organic
Pages (SERPs) result
● Aim to increase organic,
free traffic to the website
● 67% of clicks are made from the
first 5 listings on the SERPs
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Search Engine Optimization (SEO)
Three different approaches
(1) On-page SEO - focuses on all contents exists “on the page’ when
looking at the website by search engine. This is done by research all the
keywords or phrases associated with your nonprofit and included them in
the written copy on your homepage and other important pages. Also to
ensure every webpage has title, keyword-rich content and links to other
relevant pages (remember search engine can’t “read” image)

(2) Off-page SEO - focuses on building inbound links (or backlinks) from
other publishers. The number and the relative “authority”of those publishers
will affect how highly you rank for the keywords that you care. It can be
done by writing guest posts/ blogs on these websites, creating infographics
or reposting your other content (and linking back to your website)

(3) Technical SEO - focuses on the backend of your website, how your
pages are coded. Keep URLs short and consistent, image compression,
structured data (bulleted lists, bolded test) and CSS file optimization are
technical SEO that can increase your website’s loading speed, another
important ranking factor for search engine !
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Website Design
Your website is the FIRST touchpoint with your prospects
after they search you from the SERPs

Tips for great inbound marketing web design

● Plan and plot out every steps your potential prospects
might follow at every stage of their “customer journey”
● Optimize your site for conversion with easy and convenient
access of necessary information including contact points,
Call-to-action (CTA) button, landing pages and forms etc.
● Responsive design for different devices for better user
75% of customers experience, includes desktop, tablets and smartphones
judge an organisation’s ● Add Social sharing plugins
credibility based on their for their easy sharing to social media accounts with friends
website design and family

(Stanford Web Credibility Research)

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Website Design
Snapshot for Charity Water
Best practices website design earlier
● Use nice, iconic image featuring people you serve
to grab attention and build emotional connection CTA : Donation Method - clear
& prominent at home page
● Include story on the “need” and “successes” to
make your mission statements real and
Image of
communicate clearly your values beneficiary
● Use best keywords for your cause and keep your enjoying the
company blog on website to increase web traffic benefits
● Feature endorsements and testimonials to build
credibility and trust
● Ensure visitors can donate online easily. Feature ● Impact
● Financials
“Donate Now” button or link on home page and ● Operation
test it by layman for its convenience and security model
● Use consistent design tie with your brand identity
● Avoid confusing navigation and too many choices Authentic
on home page Donors’ sharing
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Content Marketing
● Is a marketing technique of creating and distributing
valuable, relevant and helpful content across multiple
channels to attract and retain defined audience
● It forms the most important backbone and foundation,
for the larger inbound marketing strategy as a whole
● Is the substance that creates value for your potential
leads, builds relationship and draws qualified leads
into your marketing funnel Inbound

Inbound marketing refers to the bigger “overarching” Digital

marketing strategy that draws in qualified leads to the
website and uses various activities and methods to
eventually inspire a customer to take action
Content
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Content Marketing
Types of content enriched with relevant keywords from SEO
● Blog posts on websites to generate organic traffic to your web
Write regular blogs to educate & inspire audience about your
mission, cause, sector news/ outlook to demonstrate your industry
expertise
● E-books / White paper to exchange readers’ contact info
This kind of long form content allows you to exchange content for
the readers’ contact information, generating qualified prospect
leads
● Other multimedia contents for downloading and network sharing
Such as educational videos, videos on people stories, case study,
e-newsletter, reports, tips, guides, research findings, webinars,
podcast…etc.
● Content idea can also be sourced from volunteers, donors and
benefciaries
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Content Marketing
● Content can be repurposed and made into diff. types of
media, formats (video, audio, articles)
○ Short version for emails/ newsletter
○ Groups with related posts for summarising as a report
○ Use compelling visuals to share on social media platforms
○ Infographics to present the information
○ Reaction piece to original post
● Develop an editorial calendar - effectively plan ahead of
relevant and valuable content
● Tailor make relevant content to enhance engagement -
Combine with smart customer segmentation, targeting
using prospect data, and interaction history with your
recent content
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Video Marketing
Easy to process, inspire action, shareable and entertaining
Top Marketing Tactics Currently in Use at Nonprofits

Pre-produced video ● Most favourable content type by

Livestream video users and most used marketing
tactic by marketers, from short
LIve video
videos on TikTok, facebook to
Pre-produced audio longer content on Youtube
Interactive content ● Much more engaging than text,
Virtual experience has higher emotional value,
Virtual customer communities stronger impact and inspire action
Influencer marketing ● Effective in introducing
Social GIFs/ memes organisation, communicating
impact and mission
User Generated Content
● Have a lower tap-forward rate
than image and text
Source : Salesforce Research. (2023). The State of Marketing Report
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Video Marketing

Source : Mohsin, M. (2023). 10 Video Marketing Statistics that you need to know in 2023
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Top Video Marketing Platforms
Percentage of video marketers using the platform (2024)

YouTube 90%
Facebook 86%
Instagram 79%
LinkedIn 76% 2.6 billion
Webinar 70% monthly active
users worldwide
X (Twitter) 69%
TikTok 69%
Facebook Live 68%
Interactive Video 65%
Snapchat 57%
Source : Top Video Marketing Platforms in 2024. (2024). Oberlo.
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Video Marketing
Best practices ● Make the message simple. Communicate complicated
situation with simple message, one key message/idea.
● Connect with viewers with content that they care about.
Make viewer feel involved in making a difference together.
Avoid policy talk and irrelevant content.
● Always include a clear call-to-action for viewer to follow
● Genuine story with authentic emotion is most touching to
inspire and motivate action
● Endorsement from people outside your organisation like
beneficiaries, volunteers or donors is the best way for audience
to know your organisation
● Make them under a serial if possible to generate more attention,
buzz and build audience
● Video content can be used in email, social media & website
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Video Marketing
Example : Girl Effect
Use infographics effectively in video to tell the story
Storytelling by
infographics to
explain the cause
and its possible
solution

https://youtu.be/1e8xgF0JtVg
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Social Media Marketing
Key Statistics on Social Media Usage as at Feb 2025

● 5.24 billion Social Media users worldwide,

constitute 63.9% of total global population

● + 4.1% YoY growth in social media users

● 94.2% Internet users use social Media
● Average Daily time spent on social media is
2H 21M
Kemp, S. (2025). Digital 2025 : Global Overview Report. Datareportal.
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Social Media Marketing
Most Popular social media platforms in 2024 # Global Active Users

Source : DataReportal; Illustration : Shopify

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Social Media Marketing
● Facilitate building community and interacting with customers by 2-way conversation
e.g. Facebook groups, page posts, stories, Messenger.
● Excellent channel to promote event, share news and update about your Human Rights
organisation, cause and projects for engaging audience in a deeper level. Campaign

● Create viral impact when audience like, comment and share your content
with friends to make your org. more visible and impact better known;
helps boost brand awareness and recognition
● Excellent platform to motivate action (adopt policies, flash action),
recruit volunteers, give donors/ supporters appreciation or
support fundraising. Facebook, instagram have diff. fundraising
features (not available for HK NGOs yet)
● Each platform has its unique features and user base
Meta’s
Twitter for its short-form post and shareability, Social Impact
facebook for its pages and peer-to-peer fundraising features, Partnership
Instagram for great visual sharing etc.
● Important to create and manage integrated social media calendar
to plan ahead what content, in what format are to be posted on
which channels
 50
Social Media Marketing
Best practices

● Post at least once a day or two to keep your org. at the top of mind
● Share photos and videos as these types of posts will get shared most in news feed
● Keep the text brief with no more than 4 lines. Provide links for further information to
your website, which help drive web traffic and deepen relationship
● Engage fans with different types of updates. Ask fans to
- do (different calls-to-action),
- think (interesting, intriguing information or questions)
- feel (emotional content such as touching or funny content)
● Respond to customers in a timely manner and have real conversations
● Create and manage integrated social media calendar to plan ahead what content,
in what format are to be posted on which channels
● Set up official Facebook Page rather than personal profile for your organisation
● Never delete negative comments to keep transparency and openness unless it is
abusive, offensive and spam
 51
Diff. Use of Social Media Platforms for NP

Copyright @2018 Flipcause.Inc

Facebook Global Engagement TikTok Global Engagement 52

What’s
the best
Instagram Global Engagement Linkedin Global Engagement time for
posting?

Source : Keutelian,
M. (2024). Best
times to post on
Social Media in
2024. Sproutsocial
 Facebook Posts per week vs. 53
Engagement rate per post, All industries 2025
• Industry brands post most
ENGAGEMENT RATE PER POST

frequently on Facebook
• Frequent posting doesn't
always mean higher
(by follower)

engagement
Non-profits
• NPs posts very frequently
• Engagement per post
0.05% performs at industry
average

Source : Mundaden, M. (2025). 2025 Social

Median across
Media Industry Benchmark Report. RivalIQ.
all industries is
0.046% 5.5
Median across all
POSTS PER WEEK industries is 4.19
 Instagram Posts per week vs. 54
Engagement rate per post, All industries 2025
Instagram consistently sees
ENGAGEMENT RATE PER POST

low posting volume and high

engagement rates
(by follower)

• NPs posts less than most industries

• Engagement per post performs
Non-profits better than most industries

0.56%

Median across 4.2

11
all industries is
Median across all
0.36% POSTS PER WEEK industries is 4.5
Source : Mundaden, M. (2025). 2025 Social
Media Industry Benchmark Report. RivalIQ.
 55
TikTok Posts per week vs.
Engagement rate per post, All industries 2025
• TikTok leads in engagement.
ENGAGEMENT RATE PER POST

• NPs posts less than most industries

• Higher Ed and NPs outperformed,
Non-profits showing that campus and cause-driven
(by follower)

content continues to connect.

3.04%

1.4
Median across
all industries is 11
1.73% Median across all
POSTS PER WEEK industries is 1.97 Source : Mundaden, M. (2025). 2025 Social
Media Industry Benchmark Report. RivalIQ.
 56
Social Media Marketing
User generated content
What type of content is most authentic?
Content generated by users (UGC) is considered
Consumer
most authentic; it receives 28% more engagement created content
compared to standard posts, and it appeals to
Brand created
85% of website visitors
(Source : Peer to Peer Marketing: The Complete Guide for 2022 + Examples. (2022) ) Influencer
content

● Ask donors/ volunteers to share stories related to Stock imagery

your cause and repost on your pages
No content is
● Using campaign / contest to give users a reason authentic
to generate content and obtain consent to repost
UGC for greater impact Source : Stackla

● Can go Viral if people like the idea ! (e.g. Ice bucket challenge : raised US$115M for the ALS Association)
Use specific hashtags and add other rule, e.g. must be following, tag/ share friends to push
your org. into the trending topic
 57
Social Media Marketing
User generated content Raised over £8 million in a week

Example : Cancer Research UK – “No Make Up Selfie” by using the hashtag#nomakeupselfie

● Fiona (CRUK facebook follower) started the campaign by asking women
posting their no make up selfie on Facebook for cancer awareness and
crucially use the hashtag #nomakeupselfie. Within 24 hours, £1 million raised
● Momentum began. Cancer Research loved the sentiment and provided a
donation code for participants to donate thro’ text message.
● Within few hours, tens of thousands of people shared the post on social
networks. TV, radio and online news articles began reporting the viral
phenomenon and repeated the donation code.
● Within a week Cancer Research had raised over £8 million.
Got 826K facebook likes, 140K followers on Twitter

Piggybacking - Fiona’s campaign piggybacked off the publicity surrounding Kim Novak’s Oscars appearance.
Cancer Research piggybacked off Fiona’s #nomakeupselfie hashtag by launching their own campaign
Source : www.hallaminternet.com
 58
Social Media Marketing
Trends now and ahead
● Live stream for charity fundraising
○ Running charity live streaming
○ e.g. Z-event 2022, raised Euro$10.2M for 4 environmental institutions

● Stories as a content format, especially video

○ Lower tap-forward rate than image and text

● Adopt virtual reality (VR) and augmented reality (AR) for an

even more meaningful interaction virtually e.g. Metaverse
● “Social commerce” will continue to grow
○ 54% social media users research products using social media
○ 71% who had a positive experience with a brand on social media
are likely to recommend to their friends and family.
○ Transact straight from the platform without linking back to website,
reduce abandoned transactions
 59
Email Marketing
Is a kind of permission-based marketing, which describes the strategy of delivering
anticipated, personalised and relevant messages for people who want to receive them
under their prior permission
Seems old school but is still the very important channel
In terms of digital marketing, which three (3)
channels do you find most effective for
just next to website
reaching your supporters? ● Reliable and comprehensive channel for connecting
Email 82.2%
with all types of supporters, yet personal
● Worth investing
○ High ROI at 4,200% for fundraising : $42 @ $1 spent;
○ Affordable email marketing software platform for setting
up automated email series and can provide valuable
analytics (e.g. Mailchimp)
● Helps boosts online donation and engagement
(online giving rose by 21% during COVID in 2020)

However, preference shifts per demographic with

increasing customers each year preferring other channel
Source : The State of Nonprofit Marketing (2024). Feathr.
 60
Email Marketing
Best Practices
● Don’t spam your supporters ! Only send email when you have something valuable to share.
● Build email list by attracting those passionate about your mission/ wants update from you.
● Avoid asking donation from new subscribers too soon. Build relationship first.
● Segment your database for customised donor-centric content
● Sending emails from real people as opposed to “no-reply”
email address. Use personal and conversational tone
● Use short, intriguing subject line which catches the eye
● Use compelling photos (big head), descriptive headline for skimming
● Ensure content are mobile-optimized (42% of emails are opened
via mobile /tablets)
● Using email marketing system to give “insight and analytics”
● Well coordinate with all your other communication messages in
different channels; create links to your other piece of content to
nudge readers down further paths.
 61
Email Marketing
Key types of emails
(1) Newsletters for update and education Advocacy Appeal
○ Raise awareness on issues, your impact
update to keep supporters connected
○ Stick to effective template to save time
(2) Fundraising email
○ Identifiable victim effect : Increase emotional
appeal by telling a single individual story
○ Call-to action: “ Yes, I want to help …..”
○ Develop full year communication strategy.
DON’T just send email over fundraising mths
○ Matched gifts : #1 factor to inspire donors to
give more (84% would donate if matched)
Clear, easy
(3) Call to action for advocacy appeal and with
○ Explain precisely the issue; and give clear, “choices” of
easy choices of call-to-action call-to-action
 62
Email Marketing
Key types of emails (Cont’d)
(4) Automated supporter series
(a) Welcome Series
▪ Email 1 (immediately): Send right after sign up to
deliver what was promised and keep them warm
and connected; to reaffirm their choice
▪ Email 2 (few days later): Invitation to connect on
social channels. Cause & impact. Keep engage to
stay top of mind
▪ Email 3 (within a month): may call for donation

(b) Thank You Series Personalised

message
▪ Show appreciation & impact. Nurture relationship
▪ Segment donors reaching different milestones
▪ Send immediately after donation
▪ Personalised message Share
button
▪ Add “share button” for further sharing
▪ Can get automated with pre-set schedule with
email marketing system for donors of diff. tenure
 63
Email Marketing
Example :
Key types of emails (Cont’d)
Room to Read
ties with
(5) Share enlightened life changing, Mother’s Day
success story of beneficiary
○ Authentic story, making stories personable,
relatable and compelling
○ Storytelling can be in text with compelling
image or with link in video

(6) Honor and tie with a meaningful and

significant day relevant to your missions
○ Time relevant and widely celebrated
○ Bigger chance to share or donate
 64
Word of mouth Marketing (WOM)
• 46% of people said they are prompted to give if a
family member or friend asks them to do so
because 93% of consumers around the world trust
the recommendations of their friends and family
(Reference from survey “Why America Gives”, 2018)
(Report from Kantar Media, 2020)

• is a natural activity that relies on casual social

interactions to work, the most organic and effective
forms of marketing.
• Under WOM marketing, organisation actively
encourage their supporters to share their positive
experience with the organisation with their friends and
family or to post on review site or online platform
• Influencer and peer to peer marketing are considered a
form of WOM Marketing
 65
Influencer Marketing
● Partner with prominent, trusted figures MOST INFLUENTIAL IN RALLYING SUPPORT
whose values match with your mission
and with followers fit with your
26% SOCIAL MEDIA INFLUENCERS
targeting criteria
10% PROFESSIONAL ATHLETES
● Tap into their broader, highly engaged
network to drive organic traffic and 9% HOLLYWOOD CELEBRITIES
conversion goals 9% LOCAL POLITICIANS
● Influencers can include KOL on social media,
5% NATIONAL POLITICIANS
celebrities, bloggers, market leaders ...etc.
● Different from “celebrity endorsement” who is the face of the brand message
and they speaks the message directed from the brand
● Influencers create and share original content that resonates with your brand
● 49% of consumers depend on influencer recommendations on social media
● Could be paid/ voluntary; formal/ informal
 66
Influencer Marketing
Examples :

LoveXpress Foundation Music Children Foundation

Common characteristics of these influencers

● Strong empathy from their “Identity” or “role” for the impacted
● Target audience profile match with their followers/ fans
● Have a large and engaged follower base
Halima Aden ● Press-worthy personality
UNICEF Ambassador 2018-2020
Supporting UNICEF’s mission to put
How to identify them ?
children first and advocate for ● Personal connection
children’s right. Personally, she had ● Subscriber / email list
received support from UNICEP while ● From research on social media, google search
she was a refugee in childhood time ● influencer tool (Traackr, influencer marketing hub tool suite)
 67
Influencer Marketing
Particularly helpful to organisations who …
● are new or lack of of direct
connection with their target audience
● Need to attract press and media
attention for advocacy or brand
awareness purpose especially when
the influencer has press-worthy
personality
● Need to extend reach and activate
target groups to take action
 68
Peer-to-Peer Marketing
● Peer-to-peer marketing (P2P), a form of WOM marketing, is a
promotional technique where customers are encouraged to
recommend a brand, organisation or product to other people in their
social network as the brand advocates, It includes writing reviews and
personal recommendations at online platform
● It works only when customers are satisfied with the
organisation and its product/ services.
● In non-profit sector, P2P is used popularly for
fundraising or promoting awareness of a cause
e.g. ALS Ice Bucket Challenge which raised $115M and
spur the public awareness of the disease amyotrophic
lateral sclerosis (ALS)
● Under P2P, nonprofits organise and train volunteers to
educate, advocate or fundraise on their behalf,
Organisation works with individuals as well as support
the community of peer educators or activists as a whole
 69
Peer-to-Peer Marketing
Peer-to-peer Fundraising
Personal
● is an online, multi-tiered fundraising strategy fundraising
pages of
● instead of just having a single campaign page where individual
everyone donates, NGO empowers its supporters to supporters
create and share personal fundraising pages with their
social networks to accept donations and fundraise on its behalf. NGO
● Fundraisers build social proof for the cause, helps extend the reach campaign
page
and grow the support base for NGO
● Fundraisers are highly involved under the process. They connect with the
NGO’s mission, explain why it matters to them and share with others. This
helps deepen the relationship and strengthen the bond with supporters.
Their high personal buy-in also leads to strong desire to succeed in the
fundraising activity
● Can pre-set fundraising goal for fundraisers but allows adjustment. Use
“fundraising thermometer” to track incoming funds and keep all motivated
 70
Peer-to-Peer Marketing
Peer-to-peer Fundraising (cont’d)
● P2P fundraising usually pair up with an event (in person or virtual), with added
gamifications or matching gift incentive to create excitement, motivation and fun. e.g.
runs, marathon, “Thon”-style events, viral video challenge
● Important to engage and activate fundraisers to build up the momentum and
recognize their efforts during and after the campaign
● Make essential tools and education resources available to your fundraisers
○ Well developed campaign page describe your cause and impact brings which inspires
and motivates donation; Fundraising tips sheet; Sample social media posts; Email template;
Design resources for personal fundraising pages; Graphic image or video of your field work
● There are 2 main types of P2P fundraising
○ Rolling or year-round campaigns - happens all year round revolving around
supporters’ life events, e.g. birthday, wedding, or any occasion (Charity : water)
○ Time-based campaigns – happens within a specific timeline and tie with a specific
program such as marathon. With limited time to reach fundraising goal, this type
requires proactive marketing strategy to build up momentum and rally support
 Comparison 71
Peer-to-Peer Fundraising VS NP Crowdfunding VS General Fundraising
Personal
fundraising
pages of NGO
individual NGO
campaign
supporters
campaign
Fundraising OR None
Fundraising
page page
NGO campaign
Fundraising
page ● Single tier online approach ● Single tier, conventional
approach
● Multi-tiered online approach ● dedicated campaign page
● Usually without dedicated
● apart from receiving donation at the ● Invite donation online from the crowd, campaign fundraising page,
NGO campaign page, NGO invites aim to collect small amount of money with or without online payment
supporters to set up personal fundraising from a large volume of people platform
pages to fundraise on its behalf by ● Usually tie with a specific project with
reaching out to their peers ● Usually fundraise for generic
clear financial goal and deadline. charity purpose for the org,
● Project-specific or generic purpose Create sense of urgency and promote
immediate action for time-bound ● Target audience mainly focus
● Clear financial goal and deadline project, disaster relief on donor base including
● Usually pair up with an event to create corporations and directors/
● Rely heavily on viral sharings by stewards’ network
excitement and sense of urgency
supporters in their networks and then
● Need to actively engage fundraisers, pay it forward to extend the reach ● Campaign has end date but
provide them support and resources, donation is ongoing
● Promote mainly thro’ digital platforms
to build momentum over the process like social media ● Traditional &/online promotion
 72
Online Fundraising
Advantages Strategies
● High level of interactivity ● Develop and maintain multiple online
● Closer connection between donors donation channels (website, social media
and the cause platform, QR code on TV or online purchase from
NGO shop)
● Opportunity to engage large number
● Improve communication and information
of audiences quickly
management (dissemination of info on mission,
● Vehicle to mobilize the public programs, beneficiary needs, project impact and
● Effective filter for targeting specific its clarity and capability to catch attention)
donor subgroups ● Develop strong interaction and
● Access to new and younger relationship with donors, supporters,
(leverage on their networks to extend reach)
audience
● Strengthen IT management (build fundraising
● Reach to local and international
platform, devise online payment methods,
donors or supporters improve security standard, develop people skills)
● Easier, quicker & direct donations
Outbound, Inbound Marketing Integration 73

Twitter Email Inbound links from Digital

Marketing external websites Digital
Drive Provide Display
Facebook Provide
Traffic Content Drive Ads
Content Traffic
Social
Media Digital Social
Media
WeChat Organisational Advertising
PPC
Website Campaign
Search
Instagram
Provide Drive Engine
Content Traffic
Drive Provide PPC
Traffic Content

Event
WOM,
Marketing
Traditional Tele, POP
Drive Marketing, Drive Marketing Non-Digital
Traffic Traffic
Advertising/ PR
 Digital Marketing - POEM 74

Digital Media Strategy

Paid Media
Paid Owned Earned ● Buy from other media like social media
platforms, websites for display ads, PPC,
pay searches etc.
● Cost involved but targeted, quicker,
content and timing under control
Allocation
Mix
Adjustments
Owned Media
Metrics ● Media under your possession, websites,
social media page, blog posts, articles…
Effectiveness Decisions ● Content and timing under control. No/ lower
(informed by Measurement reporting) cost but high maintenance

Marketing Decisions Earned Media

(informed by Marketing Dashboard, Business Strategy)
● Media earned when others advocate
Source : Diagram from Ingram, K. (2012). A Successful Digital Marketing Platform positively on you w/o receiving compensation,
Has both a Vision and a Strategy. e.g. news articles, external blogs, followers’
posts on social media, WOM, viral marketing,
shares, retweet
Multi-channel, integrated approach for
● No/ lower cost but content and timing not
optimal marketing effectiveness and holistic brand experience
under your control
 Marketing Automation for Nonprofits 75
Refers to software platforms / technologies that enable organisation to streamline, automate
and measure marketing tasks and workflow effectively on multiple online channels (e.g. email,
social media, website etc.)
● Save time and resources from repetitive tasks
● Increase visibility to prospective donors and supporters
● Track results and measure ROI
● Improve operational efficiency and fundraising performance
● Make data-driven decision

Common Types
● Customer Relationship Management (CRM) Automation
CRM is a centralised system which store up all customers data in an organised
way. CRM automation refers to automating necessary but repetitive, manual tasks
in customer relationship mgt to streamline processes, generate more leads, boost
conversion and improve productivity.

● Donor management System - a CRM tailored for donor mgt, is a

fully integrated software that help in organising, analysing and implementing
communication strategies with nonprofit supporters, such as monitoring
individual campaign metrics, including donation sources and gift sizes, and any
information regarding the specific donor. Source of Diagram : PAT Research, Top
12 Donor Management Software in 2022
 76
Marketing Automation
for Nonprofits
Common Types (Cont’d)

● Social Media Marketing Automation - Automate scheduling and publishing of social media content
across multiple channels or even automating responses for general enquiries, track how many website
visitors found your site via your different social media accounts

● Email marketing Automation - with pre-set rules, trigger automated email messages based on actions
your customers take, e.g. sending welcome email when they donate or enrol in your activities.

● Lead management Automation - Help automate the cycle of acquiring and qualifying leads.
Once the lead qualification criteria is set, you can set the relevant trigger for each action taken by
customer to capture every opportunity available
● Marketing Automation Analytics - unlock the power of data, allow tracking results of all sorts of
campaigns, including email, social media, blog posts, articles, websites and ads (impression, clicks, open,
like, comment, share, time on page …)
● Content management System - A content management system (CMS) refers to the system that your
website is built upon, which allows you creating, editing, managing content of your website .
 77
AI for Nonprofits Marketing
Artificial Intelligence (AI) : the field of computer science dedicated to solving cognitive
problems commonly associated with human intelligence, such as learning, problem solving,
and pattern recognition. (Machine Learning, Predictive Modelling, Propensity Modelling)

• Improve efficiency – Automate repetitive tasks, improve accuracy

and speed (e.g. smarter donor segmentation which helps identify and
target potential donor effectively)

• Enhanced decision making, improved communication and outreach -

Analyse large amount of data, identify trend and extract insight on
effectiveness of different channels and messages

• Increased engagement – AI-powered chatbots to engage with

supporters and provide personalized experiences (e.g. answer
common questions about its cause; help donor make a donation)

• Enhance fundraising and donor retention – Analyse donor behavior

and identify patterns for propensity to give more or to churn
 78
AI for Nonprofits Marketing
Greenpeace (AU) raising more with direct mail and retaining donors through AI insight.
Donor lists’ Performance in ROI
Appeared Donor Retention
Smarter segmentation in both lists

Churn Volume
Improve ROI by > 1200% ~20% donors saved
ROI

thro’ calling
AI-generated list
Donors with
high propensity
to churn
Traditional
segmentation list Expected Churn Actual Churn after
Days since campaign starts retention call

Charity : water
• using AI to improve fundraising efforts by analysing donor behaviors
and propensity to give
• and develop chatbot that engages donors and provides personalised
recommendations for how they can support the cause
Source : https://dataro.io/2021/03/09/artificial-intelligence-for-nonprofits/
 79
Tips and trends for Nonprofit Marketing
● User-generated content to gain credibility and attention
● Customer segmentation and personalised messaging
(name and history; matching personas’ values, personal identity)
● Viral marketing through creative social media challenges
● Virtual and hybrid events, livestream fundraising
● Data privacy and online payment security
● Mobile customised content and operation
● Shareable content on social media, email and website
● Peer-to-peer fundraising/ Crowdfunding, Match giving
● Community building and partnership (with for-profit brands, KOL, influencers)
● Video storytelling, infographics (social math) for effective engagement
● Keep an eye on news, social or technology trends (AR, VR, Metaverse, AI)
● Invest in basic marketing automation and strengthen IT management
 References 80
• Seitz, L. (2024). Key Internet Statistics in 2024 (including Mobile).
• Duarte, F. (2023). Countries with the Highest Number of Internet Users (2024).
• Kemp, S. (2025). Digital 2025 : Global Overview Report. Datareportal.
• Miller, K. L. (2021). The Nonprofit Marketing Guide : High-Impact, Low-Cost Ways to Build Support for Your Good Cause. In (2nd ed., pp. 1-47). Canada:
John Wiley & Sons, Inc.
• Miller, K. L. (2013). Content Marketing for Nonprofits, A Communications Map for Engaging Your Community, Becoming a Favourite Cause and Raising
More Money. United States of America: Jossey Bass.
• Lehnert, K., Goupil, S., & Brand, P. (2021). Content and the customer: inbound ad strategies gain traction. Journal of Business Strategy, 42(1), 3-12.
• Nageswarakurukkal, K., Gonçalves, P., & Moshtari, M. (2020). Improving Fundraising Efficiency in Small and Medium Sized Non-profit Organizations Using
Online Solutions. Journal of Nonprofit & Public Sector Marketing, 32(3).
• HudSpot. (2022). Nonprofit Marketing + Fundraising Trends for 2022.
• Datareportal. (2024). Global Social Media Statistics.
• Keutelian, M. (2024). Best times to post on Social Media in 2024.
• Mundaden, M. (2025). 2025 Social Media Industry Benchmark Report. RivalIQ.
• Alexander, L. (2022). The Who, What, Why, & How of Digital Marketing.
• Morand, T. (2020). The Essential Guide to Nonprofit Email Marketing.
• Anhalt, M. Influencer Marketing for Nonprofits.
• Jha, W. (2020). Crowdfunding vs Peer-to-Peer Fundraising: Key Similarities and Differences.
• Sunga, C. A. (2021). POEM in Digital Marketing.
• Paver, C. (2021). Artificial Intelligence for Nonprofits: Complete Explainer.
• Moncada, A. V. (2023). The role of AI in Nonprofits.
• Gackenbach, J. (2023). AI for Nonprofits: Should Your Organization Be Using Tools like ChatGPT? Nonprofit Technology.
• Pavar, C. (2024). Artificial Intelligence for Nonprofits: Complete Explainer.
 81

~ The end ~