Q&A from our "Making Sense of Online Marketing for Nonprofits" Webinar


Online marketing presents opportunities for nonprofit organizations to get found, build relationships, and drive donations.


The end-of-year giving season is quickly approaching. It’s important to have a strong foundation in place to ensure you can build relationships and reach the people who matter most online. If you’re just getting started with online marketing or not seeing the results you’ve hoped for then this session is for you.


With our guest expert, Michele Hickey, you’ll learn a smarter, more practical approach to getting the word out about your organization to end the year on a high note.


You’ll learn:

  • How people find you online
  • How to set yourself up for success
  • How it all comes together


In addition to nearly 30 years of experience in the nonprofit sector, Michele Hickey has an MS in Professional and Technical Communication from NJIT, an MA in Nonprofit Management from the New School University, and a BA in Business from Rutgers University. In 2003, she founded Silver Lining Communications, LLC which specializes in content development for the nonprofit sector. She works with nonprofits of all sizes and types, from higher education institutions to grassroots organizations. She has been a Constant Contact Certified Solution Provider since 2018.


In this post, you can watch the webinar in its entirety. Interested in our free, future webinars? Sign up here to stay informed!




How often should an organization be sending out emails? Email Marketing 

It depends! You'll want to consider the nature of your organization, and the makeup of your audience and their expectations. Start off by sending one email a week and watch your reporting. If you start seeing higher rates of unsubscribing, consider sending out fewer emails.


I want to start planning my end of year fundraising. Do you have any tips on how I should go about this?

This is a perfect time to start planning. Visit our Blog to read more about creating your marketing plan for year-end fundraising.


Do you think revamping your website/brand to attract a younger generation of donors will disengage the current donors?

Stick to the fundamentals - mobile-friendly, clean design, easy-to-read typeface. As long as you are still straightforward with your mission and what your goals are, this shouldn't discourage old donors from engaging with you.


Michele mentioned a tool that her church organization uses. Could you explain that?

That would be our Text To Join tool. In her example. They use it to invite people to join the church mailing list to receive weekly emails. This idea can be translated into other industries as well!



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