Interactive Fundraising: Getting Into the Inbound Marketing Game
Go where they are.
Fish where the fish are. Google AdWords and Facebook ads are excellent resources that will help you target online advertising by geography, age range, gender, keywords or areas of interest. They are easy to use, and you can start with a minimal budget, to see how it works in targeting supporters. If you haven’t already, try setting up accounts on these sites, and begin the process of placing an ad. Don’t worry! You won’t have to actually place the ad if you don’t want to, but as part of the process, you will be able to see exactly how many Google searches are done on a certain keyword or how many women between the ages of 25 and 50 are living within 50 miles of Boston — and have indicated an interest in "diabetes" on Facebook (there are 3,360).
For many, this way of thinking and marketing may be new, and like many new things, it may be a bit daunting. However, the good news is that success in this new landscape is predicated on brains and creativity rather than having a big budget. This is particularly important in the nonprofit arena, where budgets are typically tight.
It is important to remember that we are still early on in the emergence of inbound marketing. I believe that these changes will be profound over the coming years. The challenges and opportunities with inbound marketing lie in simply getting started. For those of you for whom this isn’t new, kudos for already recognizing the promise of inbound marketing and possibly starting to see real results. You may also appreciate that succeeding requires being "in the game," with learning and testing. It often means moving outside of your comfort zone; however, the risks of failure are low. There is minimal investment or technical expertise required, and the rewards are unquestionably high.