Are you already practicing the basics of online marketing? Then you’re ready to incorporate more advanced strategies to your online marketing program to drive results:
Create “relationship pathways” consisting of tailored web site content, emails and appeals that are congruent with your development objectives for that segment.
Ensure your communications calendar, messaging, and themes are congruent online and offline. Adopt a multi-channel communications and solicitations approach.
Start creating a presence on social networks such as Facebook and MySpace to extend your brand and reach constituents where they reside. Empower existing supporters to promote your organization on social networks, to recruit new supporters, and to raise money. While you are not likely to raise much money in the short-term, social networks are here to stay and will emerge as a cost-effective way to recruit future generations of supporters.