Real Examples from Charities

Traffic Building

E-Marketing PlanningSearch Engine Optimization

THE ONLINE EDITION

April - 2012

Web 2.0

Pay Per ClickDisplay Advertising

Viral Marketing

1

FREE!

Cut out E-Mali

Marketing Checklist

Inside

EditorialWelcome to this edition of Fundraiser Weekly, where we blast off into cyberspace to discover how

charities can take advantage of the internet! We will take you through how you can get people to

your website, how to make it effective once they're there and how to keep them interested and

involved in your work once they've closed the page. Over a third of the world's population has

internet access with majority of these people accessing and sharing some kind of information. What

better way to get your message out to the masses? It's clear that a lot of your efforts as charity

workers go directly into fundraising, and as almost 73% of internet users will happily shop online it's

a great opportunity to invite donations via your websites.

In this issue, we'll discover the best practices for combining charity and the internet and let you

know how to implement them. From traffic building to email marketing, we've got it covered.Introduction

Market Analysis

What do our Readers Think

E-Marketing Planning

Email Marketing

Traffic Building

Search Engine Optimization

Pay Per Click

Web 2.0

Email Marketing

Email Quick Facts

Email Marketing Checklist

Viral Marketing

Mobile Marketing

Social Media

Display Advertising

Finance

Conclusion

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4

5

6

7

8

10

13

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18

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Contents

IntroductionThis issue of Fundraiser Weekly is all about digital marketing and

the best ways to utilise the internet in your marketing strategy. To

give a real world perspective, e-marketing efforts of charities have

been researched to discover digital best practices.

Why Charity?

Every business and brand wants to make money. Most companies

will design a budget to reduce expenditure and increase the value

of the business. The non-profit industry wants to make money to

spend it on worthy causes. For charities, there is a stronger need

to share information about a cause, how it can be helped and how

individuals can get involved. They essentially need to make

people spend money without receiving anything in return, making

the job harder.

Recession has meant that charities have to do more with less,

more than 75% of charities have no government funding and the

funding that is available is set to decrease by £5.5 billion.

Additionally, inflation cost the sector £2.3 billion between 2008

and 2010. Income from individuals is the single most important

funding stream for the entire voluntary sector.

So if any sector needs

a powerful digital

marketing strategy,

this is it.

The Non-Profit Sector

3

Source: NCVO UK

Civil Society

Almanac, 2012

Market AnalysisQuick Guide to UK Charitable Sector

4

5

What our Readers ThinkGathering opinions from Focus Groups…

Does the layout of a website affect your perception of a brand?

M – Yes, because generally I relate poorly arranged and visually displeasing sites with rubbish content.

F – Sometimes, but If I already know the brand I don’t mind too much.

F – I hate it, If its hard to find on one site, I’ll just go somewhere else

M – It affects my opinion of their online presence but I wont change my perception on the brand as a whole.When using search engines, do you often click on the top natural links?

M – I always go for one of the top 3 if it’s relevant

F – I usually click a link that’s at least on the first page

F – I use search engines for specific searches like brands, if I'm buying something or a service ill use a specific provider.

M – I usually click one of the links on the first page, but sometimes may scroll through to the next page if I cant find

anything useful.

Do you click sponsored links on search engines?

M – Yes sometimes, it does depend on whether I’ve already heard of the brand, because then I trust the ad.

F – I never click on ads, If they’re paying for that position there must be something dodgy somewhere

F – I ignore them completely, its usually rubbish anyway.

M – I click on the sponsored links like at the top of a search page, as sometimes they’re relevant but otherwise no.

How often do you receive promotional emails?

M – Loads every day, I cant stand them

F – A couple a week, they can be really useful

F – Not many at all, I'm careful to ‘junk’ irrelevant emails often

M – I get quite a few every week and I have to read them in order to

know what emails are new

How do Promotional Viral Videos affect your perception of a brand?

M – If I find them funny, It will change my perception for the better

F – I like the videos but it doesn't affect how I think about a brand

F – It makes me feel like the brand’s are trying to be devious

M – I like them, I’ll get one sent to me round the office, always breaks up my day.Do you have a Smartphone?

M – Yes, I'm really into my apps and downloads

F – Yes, its really useful I have a few apps on my phone

F – I do, but I only really use it for texting and calling, don't really use the rest of it. It came free

with an upgrade

M – No, Just a basic old phone that does the job.

6 Females (F)

5 Males (M)

Aged 18-25

E-Marketing Planning

Builds Teamwork

There are a few reasons why it is always important for any company to plan E-marketing activities beforehand:

Short Term Plans1 YEAR

Long Term Plans3-5 YEARS

Medium Term Plans2-3 YEARS

•Situation Analysis

•Objectives

•Strategy

•Tactics

•Actions

•Control

There are many types of plans; co-operate plans, business plans and marketing plans. These plans need to integrate with the co-operate objectives and e-marketing plans which have to include offline and traditional marketing plans. E-marketing plans are most effective when integrated with offline marketing communications channels such as; phone, direct mail or face to face selling. Online channels should be used to support the entire buying process from pre-sale to sale to post-sale and development of customer relationships. The e-marketing plans tend to link strongly with the marketing communications plan and should be part of a broader marketing plan as well as also fitting within the overall business plan. Many organisations have short and long term plans or roadmaps these must clearly show the goals, timeframes and resources required:

Helps Allocate Budgets

Avoid Panic and Stress Integrates Online and Offline

Sets DirectionIncreases Control

Maximizes Chances of Success

>> >>Many company’s useSOSTAC as a way to Produce different plans, SOSTAC stands for:

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Strategic Analysis

Objectives

Strategy

Tactics

Actions

Control

This stage explains ‘Where are we now?’ Charities need to analyse both internally within the organisation and externally the business environment. The analytical areas covered will be KPI’s, SWOT analysis, PEST, Customers, Competitors and Distributors.

This examines for a charity ‘how do we get there?’ This area summarises how to achieve the objectives and guides all the detailed tactical decisions. This areas is influenced by the prioritisation of the objectives and the amount of resources available to the charity.

Tactics are the details of the strategy, a charity will need to list all their e-tools they plan to use in the

stages which are set out in the strategy. These will be short term of the charity and flexible whilst strategies

are longer term.

The charity’s strategies and tactics eventually become actions. The actions of a charity may become the weakest point in the planning process therefore it is important that a project action plan is made for each project. Some examples include; traffic building actions, actions to achieve customer response, actions to gain sales and fulfilment actions

This section determines if a plan is working, is the charity gathering donations, raising awareness or targeting the

right people. Control is also based on analysis competitors. Good marketers will build in control systems

to track performance and overall is known as performance measurement.

This stage for a charity will explain where they are going or where they want to be. The 5s (Sell, Serve, Speak,

Save, Sizzle) are the 5 main objectives of e-marketing, a charity must determine which ones are going to drive

their e-marketing plan. Objectives should also be SMART.

Every company should follow the SOSTAC to create an effective and successful e-marketing plan, even charity’s. Therefore below is an outline on what a charity should do and complete within their plan:

7

Targets

A good traffic building plan would include aspects from the following diagram:

Traffic building is key to the success of any site, as the traffic is the measurement for the success, ideally that traffic would be quality over quantity. There are various methods behind building traffic to your site but the fundamental method is good content, ultimately your site will develop traffic if what your putting on there, adds value somehow to those user’s lives.

Source: Smart Insights

Ultimately.. It’s all about good content!

Techniques

Timing

Three Key Characteristics for Effective Traffic Building

Objectives need to be specified before starting a traffic building campaign such as cost targets (Pay per click).

Use a range of online and offline techniques to achieve a successful traffic building campaign, see diagram(a) below.

Running a campaign at launch, or for a promotion for a few months is fine, but some online marketing will require continuous investment.

Traffic BuildingGuide to getting people to your site…the right people

Digital Communications Mix (a)

8

Macmillan cancer support launched this April fools campaign to place “Macmillan”

on Google maps to promote the brand, the cause and the coffee morning charity event.

Amnesty International have pushed through a large online social media campaign to help

raise money for a press ad.

RSPCA teamed up with ‘Pimp my cause’ who market charitable causes. The work

undertaken led to a full integrated online and offline marketing plan.

Macmillan Cancer Support

RSPCA

Amnesty International

Various different methods adapted below – A good mix is your best bet!

Charity Traffic BuildingExamples of traffic building campaigns from charities

Search Engine Optimization

How to use SEO effectively:

Correctly identify the businesses target

audience, and understand what keywords

they are most likely to use. Search engines

will scan paragraphs for those keywords.

Therefore to gather the correct

traffic/audience this needs to be considered

beforehand.

Successful search engine optimization and pay per click is usually due to achieving key

phrase relevance as search engines will match the keywords typed into the search

bar to the most relevant webpage. It is important to firstly understand the

popularity of each search term and the relevance to the webpage.

Another way of achieving high SEO rankings include On-page optimization. Which means the amount of times the term appears on the page, headings, hyperlinks,

alternative image text and document meta data. There are 3 most important meta data which include; the document <title> tag, the document ‘descriptions’ meta tag, and the document ‘keywords’ meta tag.

Another important concept is link building both externally and internally on the

company's webpage. External linking (the number of links) into a page and their

quality is a great way of determining the relevance of a page to the searchers. It is

important for a company to identify popular content and services and identify potential partner sites. There are a few ways to do this; directories, traditional media sites,

trade associates, social networks and bloggers.

When using internal link building the most important factor is to include key phrases used by searches within the hyperlinks to navigate to relevant content. This can be done through; links from standard navigations links from ancillary navigation, links from document listings, sitemaps, body copy and image links.

Search Engine Optimization means improving visibility of a website or webpage in search engines, after a specific combination of keywords/key phrases has been typed in. The ranking is dependant on an algorithm used by many search engines which will

match relevant site page content with the key phrase entered. Arguably it is the most important digital marketing channel for customer acquisition. It is important

for websites to correctly use this as it could lead to competitive advantage and higher levels of traffic.

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How to rank your business highly…

When the key phrase ‘Charity’ is typed in 406,000,000 results are available. The top SEO ranking site is The Charity Commission for

England and Wales.

Whilst an actual charity website Cancer Research UK is ranked 3rd on the list. This could be due to the fact that the Charity Commission for England and Wales, has used link buildings externally but also internally. They have a hyperlinks to other useful websites, which helps achieve high rankings. They have also included links from standard navigation which means they have a navigation bar at the top but alongside this have included navigation to the left and right side of the page, the webpage also has a sitemap. Finally the key phrase charity has appeared many times on the webpage. Whilst the Cancer Research UK have used less of these techniques. They do not have a sitemap or hyperlinks, however they do have additional navigation. 11

When the key phrase ‘Children Charity’ is typed in 237,000,000 results are available. The top SEO ranking site is NSPCC followed

by Action For Children and Barnardos.

All three charity websites, have similar layouts and designs. They all include links from standard navigation, as all have a main navigation bar however navigation is also available from both sides of the page. All pages have numerous amounts of the keywords ‘children’ and ‘charity.’ However NSPCC has ranked number 1 due to the fact they have external link building with the website Child Line, which uses these keywords too. Another factor that has helped rank these higher is they all have a news links which redirect the user to articles about the website. The 2 highest ranked websites also include a sitemap. These techniques all improve the SEO of the websites.

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Pay Per Click

When ‘Children Charities’ was typed into Google, the company’s which use PPC include; Unicef, NSPCC, Plan-UK, and WaterAid. It is evident that the larger and well known

companies decide to use PPC more than the smaller ones. This is possibly due to expenses, and being able to afford PPC. The advantages of PPC are:

Good Accountability

(ROI for individual keywords

can be calculated)

Predictable (Traffic, rankings and results can be stable and predictable)

Simpler than SEO

(PPC position is based on

fewer factors than SEO)

Faster (PPC listings get posted quickly,

usually in a few days)

Branding (Tests have revealed that there is branding effect with PPC)

However there are also some disadvantages' of PPC which need to carefully managed these are; competitive and expensive, some bidding wars increase the

cost per click to around £10, so make sure that the bid is at an acceptable level. They can be inappropriate, companies with a lower budget or narrower range of products

PPC may not be a cost effective way of advertising. Specialist Knowledge is necessary, PPC can be time consuming and finally irrelevant.

Paid Search Marketing or Pay Per Click, is a relevant text ad with a link to a company webpage will be displayed when a certain key phrase is entered. These are usually

displayed as ‘Sponsored Links’ and are usually displayed on the right hand side of the search page. Even though many searchers usually click on the natural listings, many

do decide to click on the paid listings usually 25% of all clicks. This can be highly profitable for a search engine businesses like Google, and can drive significant traffic

to a company’s website. Advertisers do not have to pay for the ad until a click has incurred and the visitor is redirected to their website. It is also highly targeted as the

link is only displayed when a certain phrase is typed in the search bar.

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Pay to rank your business highly…

Web 2.0

Encouraging Creation of User Generated ContentThis would include Blogs and the

collaborative encyclopedia (Wikipedia) and most importantly YouTube.

Simplicity in Design and Style

This is focused in single activity

such as; social networks,

mapping or photo sharing. To

make this task as simple as

possible, the webpage has simple

appearance using design

techniques such as; simple pastel

colours, rounded box corners,

gradients and reflections.

This is considered a mainstream marketing approach, a Web 2.0 site will allow users to interact and collaborate with each. Web 2.0 is an evolution of technologies and communications approaches which have been possible through the interactive nature of the web. The growth of high speed broadband connections and acceptance of social media by consumers means that this concept has grown in importance. This is in contrast to websites where users are limited to passive viewing of the content. The main websites which have Web 2.0 principles include; YouTube, Facebook, Digg and Flickr.

The main characteristics that Web 2.0 typically have are:

Benefit from it all….

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Enabling Rating of Content and Online Services

This would involve review pages, comments on Blogs. These sources are useful due to

many blogs being available worldwide. This leads to rating and tagging content help

with indicate the relevance and quality of content.

Ad Funding of Free Services

Google Mail/Gmail and many blogs are based

on contextual advertising. Social networks

also offer advertising space which enables

brands to interact with their audiences.

Supporting ParticipationMany of the web applications are based upon principles of community participation.

Involve Data Exchange Between Sites

Through XML-Based Data Standards.

RSS Feeds send update alerts from particular

websites are based on XML. Google attempted

to include this through ‘Google Base’ which

allows users to upload data about specific

services.

Hosted as Web Services or Interactive Applications

These include Flickr, Google Maps and Blogger.com. This enables consumers

sharing of information and recommendations

15

NSPCC is a good example of a charity website which using Web 2.0 principles.

NSPCC uses Web 2.0 effectively, within their website, evidences of Web 2.0 principles have been applied. They have links to community and social

networks which allows consumers to leave feedback, follow any brand news and interact with each other. They also have an option for the consumer to securely log in, and get involved with charity work and

interact with other volunteers. NSPCC have included a navigation tab ‘News and Views’ which allows users to comment on fundraising, the charity and also receive any news and updates which the charity may have. The online donation tab also allows flexibility of donations and

allows the user to understand how they are getting involved. This all helps build consumer loyalty, also increases the chance of a consumer revisiting

the website. 16

UNICEF is another good example of a charity website which uses Web 2.0 principles.

UNICEF is a very good example of applying principles of Web 2.0 it has many of the same features as the NSPCC website which include; links to

social networks, users having the flexibility to donate, consumers creating a log in and signing up page to get involved with other

volunteers. However the UNICEF website has many more interactive web 2.0 than NSPCC these include; blogs, video and audio links and RSS

feeds. The Blog pages are located under the latest navigation tab, people are able to join the blogs, follow them and comment. Whilst others can upload videos and audio clips. Finally RSS feeds have also been included in the website which sends update alerts to customers.17

You can reach your current and prospective

customers in a personal and informative way

with e-mail marketing. Sending e-mails is

quick, inexpensive and easily measured.

You can design your messages to encourage

click-through directly to your website and

promotions, using the click-through rate to

track the success of your campaign. Because

of the simplicity of e-mail, you can test

different creative ideas or messages and

integrate e-mail marketing to enhance your

wider online strategy.

E-Mail MarketingEffective use and charity examples

“Everyone hates e-mail marketing, it’s all spam.”

This is a common misconception, as marketers are becoming

more and more able to target their e-mails to the right

customer, consumers enjoy receiving emails containing

useful and relevant information and offers.

Internet users currently engage with 7.9 brands on

Twitter , 9.4 brands through Facebook but 11.8

brands via e-mail.18

Stenner, (2012)

E-mail MarketingQuick Facts to Inspire your plan

Clear instructions on

where and how to

subscribe.

Thank the subscriber and give details

about the company, how the site can be

used and useful links.

Simple form for personal details

and data protection information.

How do I get people to sign up?

1. Buy a list. Many organisations sell e-mail addresses for specific sectors or interests.

2. Add a feature to your website allowing people to sign up to your e-newsletter.

Create a simple form for website visitors to sign up quickly, without sharing too much personal information.

Encourage people to

share your website

with friends and

colleagues.

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E-Mail Tip Tag CloudQuick Facts to Inspire your plan

E-mail has an

impressive ROI,

second only to

social media.

$1 spent =

$44.25 earned

Ave

rage

Ope

n R

ate:

23.

3%

Ave

rage

Clic

k-Th

roug

h R

ate

5.9%

Ave

rage

Del

iver

y R

ate:

96.

0%

E-mail will drive $67.8 billion in

sales in 2012 and $82.2 billion

in sales in 2016.

Friday is the most popular day of the week to send promotional e-mails.

Inte

rnet

use

rs w

ho

subs

crib

e to

at l

east

two

e-

new

slet

ters

, 64%

read

all

of

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mes

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thei

r e-m

ails

at l

east

onc

e a

day.

More than 50%

of consumers

make

purchases as a

direct outcome

of e-mail.

At least 64% of US and UK internet users want

marketers to demonstrate knowledge of the types of

products or services they like in e-mail marketing

messages.

Mar

kete

rs r

ely

on c

licks

(72

%),

conv

ersi

on

rate

(5

9.2%

) an

d

impr

essi

ons

(58.

4%)

to

trac

k

cam

paig

n su

cces

s.

89% of retailers cited e-mail is the most mentioned

successful tactic overall.

EMAIL

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E-Mail Marketing ChecklistYour step-by-step guide to a successful campaign

Deliverability – Make sure your email is not marked as spam! Your message has to get through firewalls, internet

service providers and webmail systems. Your e-mail sender may have a bad reputation as a result of complaints or

broadcastRender-ability – Your customers may read their emails on a work or home computer, a tablet or their mobile phone

on a variety of different operating systems. You need to make sure the graphics in your e-mail will be viewed to their

full potential no matter what the recipient is using to check their messages. E-mail response decay – Keep your readers interested in the content

you provide. Welcome them when they first sign up and be sure to send

only relevant emails rather than regular, broadcasted messages.Communications preferences – This will help with response decay. At the

point of sign up, give customers the option to select which services and/or

products they are interested and the only send them the information they

requested.

Resource Intensive – If you are new to e-mail marketing, remember it takes a lot of man hours

to successfully implement it in your strategy. You’ll need specialists to manage the deliverability,

render-ability and testing of your messages and e-mail lists.

Conversion e-mail – You may have visitors to your website who register

their interest but do not purchase. You can e-mail these people to

persuade them to return to the site and trial your product or service. Hence

increasing the conversion rate.

House-list campaign – This is when you need to send an message out,

perhaps a product launch or event, and you don’t want the information to get

lost in the e-newsletter content.

Regular e-newsletter type – Think about the frequency of e-mails sent and the design and content in

relation to your audience. Do you want to send specific information to certain subscribers? Will one

template be appropriate for all types of messages?

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Viral MarketingViral Marketing is known as a clever, shocking or informative idea which makes compulsive viewing. This could be in the form of a video clip, TV ad, Cartoon, funny pictures, poem, song, social or political message or news item. This must be able to make a person pass it on and successfully will lead to Word of Mouth (WOM). If it is an effective viral it can reach a large number of people rapidly. To make a viral effective it needs to be able to create buzz, and it relies on people to spread the word and will also occur in social networks. To make a viral successful, 3 things need to be adopted:

Creative Material (Identify the creative

message or offer and how to spread it).

Seeding (Identify correctly the

websites, blogs or people who will spread the viral).

Tracking (Monitor the effect and

access the return from the cost of the viral).

Many children charities, decide to use viral through television ads and YouTube. They make a shocking appeal which is emotional and makes people think. This usually involves graphic images, a voice over and sad music. This leads to traffic towards their website, increased volunteers and more donations. 22

Currently, a successful charity campaign is the ‘Stop Kony Movement’ which became mother of all viral advocacy campaigns in just four days this year. The charity ‘Invisible Children’ spread the word and this is

how:

Viral posts were powerful images and motivational messages earned.

2 million Facebook

‘Likes’

Viral posts were powerful images and motivational messages earned.

Sent Emails with their pledge video

and asked for fundraising help.

The emotional video, created WOM, and was mentioned and spread worldwide.

70,624,061 YouTube ‘Views’

2.5 Million Twitter ‘Tweets’

300,000 fundraising

members joined and $200,000 donations in less than 24

Hours23

Lets talk about Mobile Marketing

If you’ve collected data from your trusting customers, don’t later bombard them with lots of marketing messages.

Mobile marketing when integrated with a complete marketing plan, can prove to be a successful way of ensuring you stand out of the crowd especially during tougher economic times. Its important to note with things like mobile apps, they become successful because they actually do something people like, so adapting a “lateral” thinking style can really make the difference.

Maximise up to date technology, GPS is available for marketers to target customers based on where

they are, if the right message is sent to a customer in the right place, mobile can prove to be invaluable

in the overall campaign.

Games

Apps

MMS

Messaging

Sponsor

Advertising

QR

Ad ResponseSMS Voting

Promotional Sponsor

Promotional

Vouchers

Mobile site accounts for 20% of total traffic

Double in six months

Mobile tamagochi-style game, Mobidog

Designed to help educate too

Real ExamplesCharity Mobile Marketing

Macmillan Cancer SupportRSPCA

The new era of smartphones has given marketers a great opportunity to promote a message through the means of an application, the nature of the app could range

from a game to a productive utility.

Apple iPhone App Market

RSPCA Amnesty International

RSPCA application designed to help monitor your pet schedule such as

vaccinations. A diary, scrapbook and various other tools to help user and pet whilst connecting with charity

and cause.

This amnesty international game allows users to deflect bullets, the

key underlying message, promoting awareness of their cause.

25

Social media is resource intensive and

demands a long-term plan of action; the

activity that occurs within the different

platforms not only needs to sustain existing

interactive visitors but also attract new

participants to the website content. Ways in

which to do this include, creating shareable

content and making the sharing of this

content easy, reward engagement of visitors

and encourage users to take your content

and make it their own, this therefore

becomes user generated content.

Social MediaWhat is social media?

Social Media Stats

Facebook: over 845 million users

Twitter: over 500 million users

Google Plus: over 90 million users

LinkedIn: 150 millions members

Social media is the term commonly given to Internet and mobile-based channels and tools that allow

users to interact with each other and share opinions and content. Social media involves the building of

communities or networks and encouraging participation and engagement. (CIPR Social media panel) This

emphasizes that different digital media channels need to be used to encourage different prospects and

customer interaction to form communities.

The ‘BIG 5’ forms of social media are

considered as Facebook, LinkedIn, Twitter,

Youtube and most recently Google Plus. Such

platforms allow consumers and businesses to

interact and engage with one another, involve

aspects like marketing activity, discussion and

debates about a product or service or just a

desire to share content.

Interacting Social Media

Each week on Facebook more than 3.5

billion pieces of content are shared

77% percent of consumers said they interact

with brands on Facebook primarily though

reading posts and updates from the brands.

Over 4 billion videos are viewed a day on

Youtube (share content)

55% of Twitter users access the platform via

their mobile

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Charity related social media

According to (Beer,2011) charities ‘need to have

a presence in the online, social communities that

their customers (existing or potential supports

and stakeholder) enjoy using.’ This method of

marketing will allow charities to connect with

potential support and enable them to promote

further their cause.

Traditionally charities rely on tried and tested

media-including mail, press and television

however to achieve fundraising, marketing,

communications and campaign objectives, they

have seen a downward trend in the level of

success whilst using these channels..

27

More and more people are going online to find communities and resources to

use and be apart of, it is important for charities to use social media platforms to

continue to engage with existing and potential support

Display AdvertisingDisplay ads are banner format or video ads placed on other sites with the aim

of generating awareness of your site and generating clickthroughs to the

advertisers site or a microsite.

Simply, display advertising involves the advertisers buying space

on a website and putting a creative ad in that space; the desired

results from these banner ads are for them to encourage people

to click on them to then be redirected to a website.

Display advertising has a significant impact on brand awareness

and, when combined with offline activity as well as PPC (par per

click) and SEO (search engine optimization), can further improve

the volume and quality of traffic being driven to the relevant

website, as well as improving conversion rates.

According to the Internet Advertising Bureau, online advertising

began as a way to FUND websites without asking users to pay for

the use of a site. Today, ads still help pay for sites to function but

there has been a limit to 40 ads per page. Forms of online display

advertising include banner ads on a website to a block of space

on the side of a webpage and are becoming more common

within company advertising budgets.

It is a very powerful part of any advertising campaign; clients running TV campaigns can

experience a 10-fold increase in traffic when the campaign is

partnered by banner advertising.

Display Advertising is the closest thing to old-fashioned advertising on the Internet and was

the internet’s first advertising model.

Charities use online display advertising to drive traffic to their

websites and raise awareness of their causes. The London Marathon

website is a great example of charities taking advantage of banner

advertising to raise awareness. Each ad is animated and relates to

the webpage they are places on, in this case the marathon, however

by clicking on the banner you are re-directed to their official

website which engages and interacts the user with the charity.

Why should charities use online banner ads?

- Help raise awareness

- increase interaction and engagement

- create traffic to charity website

- target potential supporters through other websites.

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FinanceGet your money sorted….

Charities have a variety of marketing budgets, below identifies a few different ones; their incomes and overall marketing spend:

Charity Income Marketing Spend

£148.6 million £28.7 million spent

£200.4 million £9 million spent

£245 million £11 million spent

£40 million £4.4 million spent

A 2008 study by the American marketing association and Lipmann Hearne revealed that most non-profit businesses with

a $5 million marketing budget spent less than $50,000 on marketing and communications. The company’s with operating budgets of $5 million to $20 million, still only a third spent less than $50,000. Less than half of non-profit business have less

than $100,000 in marketing budgets. It has been identified that overall marketing budgets are typically 2-3% of the

organizations finance. Advertisers will waste $220 billion a year worldwide by sending messages which target/reach the wrong

people.

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Using e-marketing efficiently requires huge amounts of planning to ensure that all aspects will help

achieve the organisations objectives; whether to direct traffic to their website or increase the number

of sales. If any aspect is not applied correctly the results will have a negative effect on the company.

The primary research supports this, as many participants believe that e-marketing methods do affect

the possibility of visiting a website. It suggests SEO, Web2.0 and viral marketing when successfully

applied will achieve high volumes of traffic. The use of e-marketing for charities is to build traffic

towards their website, and make consumers aware of their organisation. It is necessary to firstly

understand the consumer; how and why they visit websites, this can be shown through the primary

and secondary research. Each e-marketing element needs to be understood beforehand as each

aspect is different whether viral marketing or social media. It was necessary to discover how to use

these effectively to make the biggest impact. It was clear from the results that any charity should

apply a variety of e-marketing techniques as it will gather a larger audience.

It is important to remember:

It is always important for any

company to plan E-marketing

activities beforehand.

In SEO correctly identify the businesses target audience, and understand what keywords they

are most likely to use.

There are various methods behind building traffic to your

site but the fundamental method is good content.

Even though many searchers usually click on the natural listings, many do decide to click on the paid listings usually 25% of all clicks.

Viral Marketing is known

as a clever, shocking or

informative idea which

makes compulsive viewing

and successfully will lead

to Word of Mouth (WOM).

Different Social media channels

need to be used to encourage

different prospects and customer

interaction to form communities.

Concluding Thoughts

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So which Charity used E-marketing the best?

NSPCC uses e-marketing effectively to direct traffic to their website. Consumers are being

targeted through all different techniques; social media, viral marketing, email marketing,

PPC. They have a strong presence on the web, this could be due to having the largest

marketing budget.

WINNER! 10/10

UNICEF have used a mixture of e-marketing elements, they use Web 2.0 effectively,

creating social media links, blogs, video links and a RSS feed. However they are not

top of the SEO rankings and do not use PPC. However they do not use viral marketing

to engage and audience. Overall they have an average presence online. 7/10

Children in Need are the charity to direct traffic to their website through using e-

marketing techniques. They do not have a big presence online. Even though they have

tried to use social media, the main focus is still based upon BBC rather than the charity

itself. Therefore we have rated it 3/10

Barnardos follow closely behind NSPCC as it drives traffic effectively. They have used

good Web 2.0, so make it easy for the customer, social media has been used effectively

to redirect people to their main website. Email marketing is their strongest point, they

have made it easy for people to sign up , they also receive relevant updates. 9/10

Mobile marketing when integrated with a complete

marketing plan, can prove to be a successful way of ensuring you stand out of the crowd.

When it comes to email marketing, nobody

likes spam. As long as you keep your

message regular, without broadcasting it,

and relevant to your target audience, odds

are they will open your email with interest. A Wed 2.0 site will allow

users to interact and collaborate with each.

Display advertising has a significant impact on

brand awareness and, can further improve the

volume and quality of traffic being driven to

the relevant website.

When it comes to email marketing, nobody likes spam. As long as you keep

your message regular, without broadcasting it, and relevant to your

target audience, odds are they will open your email with interest.