Changing Your Digital Marketing Strategy During a Pandemic

Since the COVID-19 pandemic took over, nonprofits (and organizations around the world) have had to completely revamp their digital media marketing strategies. Photos and videos now correlate with the crisis at hand while messaging should be geared towards informing the public of current safety practices and operations within the organization.

With so many unknown's, nonprofits must embrace these changes and utilize new strategies to their benefit. So much more of the world is now online, simply because there is nothing else to do! Since March 2020, social media usage has increased dramatically. WhatsApp has seen a 40% increase in usage, Facebook Messenger has seen over a 50% increase, and both Instagram and Facebook Live views doubled in just one week’s time, These spikes in users prove that now is the time for nonprofits to take the opportunity to use digital marketing to promote their mission, build and strengthen relationships with existing supporters and cultivate relationships with potential supporters.

MESSAGING

Clear communication is always important, especially in times of crisis. While your messaging during and about COVID-19 will likely vary based on your nonprofit, most can pull from their mission to be a force for good during these uncertain times. Consider messaging around these topics:

• IMPACT - How has the pandemic impacted your nonprofit? Alternatively, how are you making an impact? Are you providing meals to those in need? Have you switched your focus to producing PPE equipment for first responders? Are you collecting food for a local food pantry?

• EVENTS - Many, if not all nonprofits, have had to either cancel or postpone major fundraising events to abide by CDC guidelines. Share with event attendees the hard decisions being made about these events and what they can do to help.

• RESOURCES - People around the world are searching for resources to get through this pandemic. Focus on providing information that you think could be helpful, including information on meals, financial relief and/or other resources.

• DONATIONS - Although it seems like everyone is asking for support, it's important to showcase why people should provide monetary donations during the pandemic. What will the money go towards? Share with your supporters financial strains the pandemic has caused and how their help would make a difference.

• GRATITUDE - This is a great time to thank those who support you throughout the year (event sponsors, donors, volunteers, etc.), especially because many are taking such a big hit. For example, show your gratitude for a local restaurant owner who has supported your nonprofit's mission. By encouraging your audience to buy local take-out, you are not only showing your gratitude but you can help ease the burden of the lost revenue the restaurant has been experiencing.

OUTLETS FOR MESSAGING

With digital marketing being one of the most effective tools to reach your audience, you can use several outlets to get your messaging across:

• SOCIAL MEDIA - Figure out your target audience on each platform to determine what messaging to share. For example, LinkedIn may be a better platform for internal or professional messaging, while Instagram would work better for gratitude messaging towards your local community.

• E-MAIL MARKETING - Now is a great time to be personal with your messaging and direct your audience individually. If you have a larger subscriber list, keep your messaging short and concise. Also limit the amount of graphics and decorative backgrounds depending on the tone of your message. You wouldn't want a serious message going out with a comical background. It's also important to monitor open rates, click rates, bounced emails, and unsubscribes., as these are valuable metrics that can help you determine the most effective messaging. 

How has your messaging changed since the pandemic?

---

Author Shannon Fernandez