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Not for profit: lack of budget or lack of digital knowledge?
The not for profit sector, technical term the Voluntary Sector, is a large growing industry with just under 163,000 voluntary organisations in the UK alone. The industry is at the heart of the UK’s vibrant civil society driving an income of £44 billion, contributing £12.2 billion to the UK economy, a similar size to the agriculture sector. With 3% of the UK workforce working for a charity and 2 in 5 adults volunteering at least once in the last year, we have created a national army of volunteers.
The diverse culture of not for profit’s mean they rely on grants, government funding and people to raise the profile of their charities. A charity’s largest source of income is solely from individuals followed by the government. However, in previous years money from governments has reduced for the smaller charities and increased to the larger ones. This means the smaller charities need to rely on income from individual’s increasing.
The unpredictable amount of budgets and source of income makes the marketing of a charity limited and decisions harder to make. When talking with charities we come across a number of reasons why they cannot commit, which have been mirrored by a survey from the Nonprofit Marketing Guide.com:
The main things I see from this survey actually reflects a lot of what most industries go through; limited budget, budget not reserved for marketing, the wrong type of people hired, no clear goals or planning. It’s all very similar to what I see on a daily basis. These are common problems and normally the route of these problems is a lack of understanding. Yes, I know you understand your business inside out, but do you know the tools and services out there which could amplify your business?
With 17.4% percent of all giving happening in December (source: Blackbaud, 2015 charitable giving report) and nonprofits increasing 82% investment in Social Media over the next two years it’s about time there was some resource to help charities get their digital marketing in order.
There are 4 categories in which Digital Clarity focus on including website analytics, paid search (PPC), search engine optimisation (SEO) and social media advertising. Over the next few weeks we will be releasing a series of blogs which will help educate organisations and allow a better understanding of these digital platforms, but more importantly what you can get out of them!
Starting with Analytics