Now that 2016 has come to a close, it’s time to look ahead and determine how you can put your best foot forward in 2017. The start of a new year is a natural time of reflection, and goal setting – what do you want to change or strive for in the upcoming year? Along with any personal resolutions, I challenge you to develop some professional resolutions. This is a key time to really plan for 2017, set goals and put in place an action plan to help you and your team really excel. Here are 3 digital resolutions to get you started.

1. Mobile is a MUST

According to the Blackbaud Charitable Giving Report 2015, nearly 14% of all online donations in 2015 were made using a mobile device. It is evident that mobile devices have become a key part of the online giving process, and your organization needs to ensure that your website and donation forms are optimized for mobile. If your website is not mobile-friendly, you are missing out on potential donations.

To get you started, visit your organization’s website on your smartphone and ask yourself:

• How long does it take your website to load?
• Is your website content easy to read on a mobile device?
• Is your call-to-action (i.e. donate button) easily recognizable, and easy to act on?
• Does it provide a good user experience, and clear navigation?

And possibly the hardest question to answer objectively:

• Would you spend time on the website, if it wasn’t your own?

If you answered “no” to any of the above questions, now is the time to address these areas. Considering how important a website can be for any non-profit, it is crucial to take the extra steps to ensure your website is mobile friendly and optimized. Yet I continually see websites that are still not optimized for a mobile giving experience. If your website and donation forms are not yet mobile optimized, this should be your first priority.

2. Take advantage of Google Ad grants

If your non-profit hasn’t taken advantage of this program yet, now is the time. The Google Ad Grants program provides eligible and approved organizations with a $10,000 monthly grant to advertise through Google AdWords. The free advertising dollars offered through the ad grants program is a way for your organization to attract new site visitors, reach potential new donors, recruit more volunteers, and most importantly allows you to share your non-profit’s story and mission with the widest audiences possible. How is this done? Through online advertising using display ads that appear on Google’s search result pages.

Furthermore, you will be able to see what’s working and get deeper insights because Google also provides online tracking tools, especially when you link your Google AdWords and Google Analytics account. You’ll be able to see how your ads are performing, which keywords are the strongest, which ads are driving donation dollars, and more. You can continually test and adapt your ads to ensure they meet your organization’s goals and objectives.

Whether your organization is new to search advertising or you are a seasoned pro, Google Ad Grants makes it easy to launch effective campaigns, with advertising solutions designed for non-profits of all shapes and sizes.

3. Shift to consider social media

Many non-profit organizations are already utilizing social media to help them reach a wide array of objectives. If your organization has been more reluctant to consider social media in your strategy, I urge you to add this to your resolutions list. Why social media? The list of reasons is lengthy (and would warrant an article of its own), but one key point that can’t be ignored is quite simply the size of the audience. Let’s consider Facebook for instance. As of September 2016, Facebook reported 1.18 billion daily active users on average. Furthermore, it is reported that over 150 million people are connected to causes on Facebook and that 1.5 million nonprofits use Facebook Pages to build their communities.

Social media allows your organization the opportunity to tell your story, engage with supporters, expand your brand legitimacy and build a community online around your brand. If your organization doesn’t have a social media strategy in place, start by considering:

• Goals – what are the goals for your organization? Is it to attract new supporters, create and build brand awareness, grow your email list?
• Target Segments – consider your audiences: supporters, donors, influencers, etc.
• Content Themes – what content are you sharing to provide value to your social community and help you achieve your goals?
• Transparency – share your organization’s goals, impact, stories of your beneficiaries, etc.

These ideas are just starting points to ensure you are entering 2017 with digital top of mind. Yes, being more strategic and implementing an overall digital strategy for your organization will take time and money. But, it really is an investment in your organization that needs to be taken to ensure you stay relevant and thrive in the ever-changing digital environment.

Does your organization have other ideas, or digital resolutions already in place? If so, I would love to hear about them!

BYLINE:

Kathleen Grace, Account Director, Digital Specialist at Stephen Thomas Ltd specializes in digital and integrated marketing strategy and works with clients to ensure they are thinking strategically about their digital channels when it comes to meeting and exceeding their fundraising and marketing objectives. Connect with Kathleen via Twitter @KathleenRGrace, or email kathleeng@stephenthomas.ca.