As pumpkin spice latte season rounds the corner, the spotlight turns to end-of-year campaign planning, and we hope that you will strongly consider incorporating digital media into your careful execution. To ensure success, consider several crucial tips.
1. Understand your audience
Your audience is the heart of your campaign. Start by asking, "Who do I want to reach?" Why will the people you reach want to engage with your organization? How do they already engage with your organization? Consider the platforms and websites where your audience spends most of their time. What are their online habits and preferences?
By comprehending your audience's behaviors, you can craft engaging digital content that stands out on quality websites that you know your audience frequents. For instance, if you're a Christian organization, consider using Masterworks’ unique Christian Ad Network that allows Christian organizations to connect with audiences that share their values.
2. Set clear goals and diversify objectives
The objective of digital media is not just monetary conversions. Digital media is about building a connection, fostering engagement, and achieving a variety of both direct and indirect results. Instead of focusing solely on donations, consider some indirect objectives, which can be equally, if not more, important than directly tracked results.
Indirect results are actions that result from repeated visibility of your brand through digital ads. Individuals will seek your organization out through web searches and may have a higher likelihood to engage with your content (other ads, emails, social media) as a result of increased brand awareness across your digital footprint.
3. Optimize creative assets for maximum impact
Your creative is the face of your campaign. To maximize impact, adhere to several creative best practices:
Display ads: Avoid “Give Now” or “Donate Now” related CTAs. Consider that your ad might be the first time a user has heard of your organization, and invite them to “Learn More” or “Get Involved.” Leverage photos of real people to evoke emotional responses and make audiences feel connected to your cause.
Landing pages: Provide information about your organization, tell stories, include donor and volunteer testimonies, and offer multiple involvement options (give, volunteer, sign up for newsletter). Ensure a seamless user experience across devices. Ensure that the look and feel of your landing pages match your ads, as cohesion builds feelings of trust and security.
In conclusion, by following these three tips, you will be well on your way to crafting a compelling end-of-year digital media campaign that resonates with your audience, drives engagement, and creates a lasting impact beyond the year's end. Remember, digital media isn't just a tool — it's a powerful catalyst for growth and connection.
Looking for more year end tips? Sign up for our upcoming webinar on September 6th at 10 am PST: https://Masterworks.zoom.us/webinar/register/2216934029598/WN_Gnznz9gKQIah6A97ZHAvLg
