When I was a kid, my dad and I would read comic books together. I was fascinated by the daring deeds that my favorite superheroes would perform in order to save the world.
Little did I know how much their heroic efforts would manifest in my life as a digital marketer.
A Critical Mission For Digital Marketing
Today, heroic efforts are being made all across the world. Ordinary men and women from various nonprofit organizations are working tirelessly to save the rainforests, combat hunger and homelessness, and rally to teach low-income children how to read so they can lead more productive lives.
There are over 1.5 million non-profits in the U.S. alone, but charitable giving has been stuck at 2% of the national GDP for the last 40 years. Nonprofits are in a constant struggle to gain market share, unlike their corporate counterparts who see revenue increases year after year.
Because of this economic imbalance, many smaller nonprofits in our communities struggle to provide much-needed services, attract donors, and retain volunteers.
Just like any other business, nonprofits need digital marketing to grow and expand their services if they want to be sustainable. They need to show the effectiveness of their programs in order to compete with other such agencies for the limited amount of state and federal dollars that help keep them operational. But to do this, they need to take risks and engage in innovative advertising practices.
Many of these organizations are still reliant on traditional marketing and fundraising techniques to spread their message and raise funds for capital projects. They are not using the full potential of advanced digital marketing resources that are at their disposal to provide them an advantage when it comes to competing for consumer dollars and attention. Thus, leaving money on the table, volunteers unrecruited, and a message that goes unheard.
A Case Of Social Injustice
In 2016, Forbes Magazine reported that of the over 1 million of the charitable organizations in the United States, 400 of them accounted for more than 25% of the all money given to U.S. based charities. Many of those highlighted in the study are philanthropic arms for highly profitable corporations like Goldman Sachs, The National Christian Foundation and Charles Schwab. These companies have deep pockets and can leverage an army of savvy marketing departments to support the causes that they deem are worthy.
So what chance do smaller home-town agencies have when competing against their bigger brothers who have larger budgets and can get their message in front of national audiences looking for a charity to rally behind?
The solution is the same for nonprofits as it is for a “for profit” business: The need to not only provide value, but also to highlight the value that's being provided and the impact it's having on the community being served. Any nonprofit would jump at the chance to showcase in front of a large audience their latest program to help stray animals find a home or put an end to domestic violence for the sake of asking people to pitch in and help support their mission.
So, if the problem isn't found in being too humble to plead your case, then where is the line drawn that keeps nonprofits from establishing a transformative marketing program that has the potential to multiply the amount of revenue they generate?
The biggest fund-raising challenge faced in the nonprofit sector is due to the social bias that exists when it comes to nonprofits using the money they've made for anything that's not directly tied to providing services for those involved in their programs. An agency is looked down upon and even criticized for developing incentives that increase the awareness and benefits of the value they provide to a community.
In other words, we don't like to see our charity organizations spend donation money on advertising and marketing. Even though we know that investing in a good marketing strategy is a key factor in the growth of any business.
A Digital Marketing Solution That Supports The Cause
Looking after the bottom line while continuing to promote and grow a business is always a smart move. Hiring a full-scale digital marketing agency just to take care of the basics can seem out of reach for smaller nonprofits.
Building a revenue-generating website, managing various social media channels, content marketing, and distribution, as well as overseeing ad creation and account management can seem like an overwhelming amount of tasks to balance around an already finely tuned budget.
But bringing on an effective and highly skilled digital marketer doesn't have to be a terrifying ordeal or something that's likely to be budget shattering.
While most digital marketing agencies have dedicated specialists for each area that needs to be attended to, the full-stack marketer is something of a new and highly sought after type of digital marketing expert. The full-stack marketer is essentially an agency of one– having mastered multiple aspects of the digital marketing framework that fulfills every part of the customer journey, from cause awareness, to lead generation, to boosting the amount of fundraising gifts and increasing donor retention.
And the best part is a full-stack digital marketer can do this type of agency-level work at a fraction of the cost!
Part of the reason for the cost-saving is because the full-stack marketer is at once a strategist and tactician. They know how to examine a client's specific needs and apply their skills in an efficient manner necessary to produce the desired outcome in a short amount of time and with minimal overhead.
Full Stack Marketers Pay It Forward
As a digital marketer, it took a considerable amount of time and focus to develop the advanced skill set I needed to provide full value to my clients. In my early years, I took on many volunteer roles in order to craft my skills, most of them involved some form of social media management, content development, and eventually ad creation on Facebook and Google.
For me, it was the best use of my time in training. Not only did I get to help support causes I felt passionate about, but I also got to learn many things about the digital marketing world. My nonprofit clients began to trust me with more responsibility and I began to enjoy the results of providing this type of service for organizations that were out to make the world a better place.
But at some point, I felt like I wasn't doing enough.
I felt that I could do more. Provide a higher level of service to those who had come to rely on me to present their message and their mission to the world.
I realized that my skills were incomplete.
I began to scour the internet for courses, guides, gurus, or whatever that could help me bridge the gaps in my knowledge and allow me to finally reach my full potential as a digital marketer. As luck would have it, I discovered a series of videos posted on the Rich+Niche YouTube channel that offered something different and unique in its approach.
Rich Ux is the founder of the Full Stack Digital Marketing Academy. He spent years as a marketer, creating the full-stack approach to digital marketing that leverages the entire array of skills and applies them in a systematic way that is designed to create targeted awareness, generate an abundance of new leads, and drive highly qualified traffic to a website.
Full-stack covers everything needed to grow any kind of small or medium business:
- Developing a solid marketing strategy
- Building a dynamic money-making website
- Managing multiple social media channel
- Content marketing and distribution
- Ad creation and optimization
- Attracting new business
- Driving traffic that leads to conversions
A standout feature of the full-stack marketing approach is that it always puts the needs of the client front and center. Great care is taken to understand the specific marketing problems of the client and what solutions they need to be fulfilled in order to be happy with the outcome. It's a very humanizing approach that is fully compatible with a compassion-based mindset of a nonprofit organization…and with me.
Suddenly, the way forward felt attainable. I quickly enrolled as a student in the Full Stack Digital Marketing Academy and raced through the 8-week program in a little over a month. The advanced content of the course was comprehensive, empowering, and rewarding, but it's the dedicated and highly skilled collective of students along with the challenging and erudite mentorship of Rich Ux that brought everything together and made me feel right at home.
The Full Stack Digital Marketing Academy is the place for higher-level digital marketing skills. Skills that will no doubt help me achieve the level of service I'd been seeking in order to support the causes that matter most and to participate in something greater than myself…like helping to save the world.
We’re All In This Together
It may sound impossible or seem grandiose, but my resolve and sense of purpose for wanting to help nonprofits serve those with the greatest need has never been stronger since adopting a full-stack philosophy and skill set.
Being able to see first hand the results of nonprofits service makes me feel even more connected to my community.
Sure, it is very daunting to try to take on massive social issues like poverty, illiteracy, human trafficking, and other forms of social injustice. But great change can happen over time. And providing a robust digital marketing solution for charitable organizations can help alleviate some of the problems we are facing now. It allows us to leave a positive legacy for future generations.