3 Inspirational Digital Marketing Lessons You Can Learn from Non-Profits

3 Inspirational Digital Marketing Lessons You Can Learn from Non-Profits

March 24, 2017

Non-profits might not seem like a beacon of digital marketing inspiration—but inspiration can come from the most unlikely places. Over the past few months, non-profits have pushed their marketing efforts into high gear. And we’re taking notice.

This past January, when the Trump administration issued the controversial Muslim ban executive order, the American Civil Liberties Union (ACLU) raised over $24 million during the weekend of January 28th. This astounding bump in donations speaks to the online presence the ACLU has garnered since the election.

Another non-profit that has seen tremendous support following the election is Planned Parenthood, which has received over 400,000 donations after Trump was elected.

But what does this have to do with digital marketing? It turns out that other businesses can learn a thing or two from the ACLU and Planned Parenthood’s marketing strategies. Here are 3 lessons you can take to heart. 

 

Lesson #1: Powerful call-to-actions make a difference

Non-profits quickly harnessed the increased attention they were receiving and turned that attention into something tangible.

The ACLU and Planned Parenthood launched display advertising campaigns that directly or indirectly addressed the public discourse. Not only are the ads topical, but their call-to-actions are powerfully resonant.  

 

Planned Parenthood display ad   

       ACLU Display Ad

 

These display ads use words and images that identify strongly with the message of non-profits during a Trump era. CTA’s like “Give Now” and “Add My Name” provide a sense of urgency and the feeling of joining a movement.

So what does this mean for your ad campaigns? Always remember to have a message that aligns with what’s important to your audience. Include CTA’s that feel personal, pressing, and clearly state what your desired outcome is.

 

Lesson #2: Establish a strong social media presence

Planned Parenthood’s page is flooded with posts about women’s reproductive rights, compelling stories about women they provide for, and who would be in jeopardy if the government defunded Planned Parenthood. These compelling stories help Planned Parenthood connect with their consumers in a way that once was not possible. This type of engagement leads to more brand awareness for those on Facebook on what this organization actually does day-to-day.

This type of social media presence brings a unique brand awareness to consumers that every business could benefit from. After all, connecting with your audience strengthens your brand and grows your following.

The ACLU recently used Facebook Live during the January travel ban to help people all around the world see the work they were doing to help people in airports. Using the Facebook Live tool specifically allowed the ACLU to keep their base informed and engaged.

Facebook Live is a relatively new component of Facebook that brands are still figuring out. Take a page from the ACLU’s book and just try it out. You might find that it makes sense for your organization.  

 

Lesson #3: Brand advocacy matters

In addition to display advertising and social media platforms, these organizations have been strongly advocated by celebrities. At the 2017 Oscars, Hamilton creator Lin-Manuel Miranda and other celebrities wore ACLU blue ribbons while La-La Land actress Emma Stone wore a pink Planned Parenthood pin on her dress.

This increased support from celebrities has given these organizations more recognition and attention throughout the past several months. Even if you’re a smaller business, it’s still important to remember the value of people advocating for your brand. A positive tweet from a happy customer can go a long way.

 

--

Thanks to the nimble marketing and branding efforts from non-profits, we’ve gotten some newfound digital marketing motivation. 

Originally from Fort Worth, Texas, Lizzy Michan is a current Northwestern University student who misses her mom’s chiles rellenos. She’s worked as a lifeguard and a cheesemonger before coming to Perfect Search.
"Without Perfect Search, our Adwords campaign would be a disaster, but thanks to them we have a solid online marketing strategy and we are seeing positive results that we wouldn’t have otherwise."
Aaron Macke/Scott Mason

Tweets

Perfect Search Media
2d

RT : How Links in Headers, Footers, Content, and Navigation Can Impact SEO - Whiteboard Friday By

Perfect Search Media
2d

Machine learning impacts every search; it's not a one-size-fits-all algorithm approach anymore.

Perfect Search Media
3d

Our CEO went to the conference last week. Here's the wisdom he took home.

Perfect Search Media
4d

RT : Google Shares Details About the Technology Behind Googlebot

Perfect Search Media
4d

It's time to look under the bed. You know, learn about the complex legal battle over mattress review sites.

Perfect Search Media
4d

Thanks so much for the recognition!

Perfect Search Media
5d

Now you can use for more than paying your roommate back for paper towels. This is big.

Perfect Search Media
5d

Perfect Search just won 2 ! We took home platinum & gold. Find out what categories we won for here:

Perfect Search Media
5d

TBH, we're skeptical of the new app tbh's staying power--but just bought it. Thoughts?

Perfect Search Media
6d

RT : Do iPhone Users Spend More Online Than Android Users? By

Perfect Search Media
6d

ICYMI: made a huge update to its budget structure. You need to get filled in. Read this post.

Perfect Search Media
1w

While mobile-first might be your mantra of 2017, explains that this isn't always true. Check it out.

Perfect Search Media
1w

Shopping around for some new tools? Our Director of SEO & Content Justin is here to help. Find out our faves.

Perfect Search Media
1w

RT : Writing Headlines that Serve SEO, Social Media, and Website Visitors All Together - Whiteboard Friday…

Perfect Search Media
1w

We're getting in the Halloween state of mind. to our Spooky Search Engine Halloween story.

Perfect Search Media
1w

According to , we're in the Age of the Bizarrely Intelligent Robots. And we're not ready to deal with it.

Perfect Search Media
1w

Love it! So excited to have you here.

Perfect Search Media
1w

Thanks so much!

Perfect Search Media
1w

Is your business ready for Q4? Try these tips and make it the most wonderful time of the year.

Perfect Search Media
1w

RT : Investors anxious about Google traffic acquisition costs, which regulation could further increase by

Perfect Search Media
1w

Did you catch our shout-out in this article? Halloween is just around the corner...

Perfect Search Media
1w

RT : How to Turn Low-Value Content Into Neatly Organized Opportunities - Next Level By…

Perfect Search Media
1w

Thanks to the Internet, change can happen fast. Like when TV buffs made McDonald's bring back .

Perfect Search Media
1w

is getting smarter. Is your PPC strategy keeping up? Learn all about machine learning here.

Perfect Search Media
1w

RT : Smartphones are changing, and they're more interesting than ever

Perfect Search Media
2w

Haven't tested the new Posts on feature yet? Why not? Get the lowdown & start testing now.

Perfect Search Media
2w

Don't get discouraged. Nofollow doesn't mean no value. Watch this informative to learn more.

Perfect Search Media
2w

Heads up: This pricing update might impact your weekend's & chill plans.

Perfect Search Media
2w

RT : Visually understanding your site structure and external link weight impact by

Perfect Search Media
2w

Thanks for hosting a great career fair !

Find us on Facebook

RT : How Links in Headers, Footers, Content, and Navigation Can Impact SEO - Whiteboard Friday By