How Savvy Organizations Are Navigating the COVID Economy
There isn’t a template for growing (or even just sustaining) your organization during a global pandemic. Or if there is, it wasn’t one that was developed in the last century. Maybe that’s why so many organizations and their teams are having trouble digging their way forward in a digital world that has slowed, but not stopped.
If you find yourself confused about what projects, investments, and ideas you should be moving forward with, you certainly aren’t alone. Want some answers? In this post, we’ll outline a few ways savvy marketers are navigating the COVID economy.
They’re Paying Attention to the Market
Even if your nonprofit organization offers services that are running along at normal speed, there is a good chance your constituents and community at large are changing their routines and feeling a bit of anxiety. That may or may not dictate a wholesale change in marketing strategy. At the very least, though, you might need to switch up your messaging to address current situations and concerns. If you aren’t sure what your community has on their minds, this is the time to find out.
They’re Pausing (or Cancelling) Underperforming Campaigns
This ties into the first point, but it’s crucial that you aren’t wasting money on underperforming campaigns at a time when the future of the economy is so uncertain. If you have pay-per-click ads running, for instance, make sure they are still generating a positive return before you continue funding them. You don’t want to drain your bottom line, and it’s also possible you could invest in areas where your competitors are retreating.
They’re Embracing Online Marketing Strategies
Digital marketing has been the medium of choice for most organizations in recent years. Now, though, it may be the only way to reach out to certain people. For one thing, the majority of professionals and executives are working from home where they can’t be reached by printed direct mail pieces or phone calls. Additionally, people can’t meet face-to-face and don’t want to receive packages that need to be sterilized. And finally, the cost savings and targeting opportunities associated with online marketing are too great to ignore.
They’re Leveraging Free Money
As a way of mitigating challenges resulting from the global COVID-19 outbreak, both Google and Facebook recently announced that they’re rolling out new grant programs. Google has earmarked $800 million to support small business and crisis response for health organizations and governments, and health workers on the frontline of this global pandemic. Facebook is offering $100 million in cash grants and ad credits to help. The new ad grant programs have restrictions and aren’t offered in all locations yet.
If you don’t qualify for these new programs, check to see if you are eligible for the Google for Nonprofits program.
They’re Using Email and Social Media to Communicate
Even if you aren’t using your email newsletter to highlight services and events, you should be using it – along with your social media profiles – to communicate with your community. Let them know what you have to offer, or whether there is anything in your organization that’s changing due to the coronavirus pandemic. Even if you aren’t altering hours or services (as examples), get the word out that you’re standing by to help.
Is Your Organization Primed to Succeed in an Uncertain Economy?
Depending on the services you provide, and what your constituents are experiencing, you may feel like you’re being devastated by the coronavirus pandemic or as if you’ve made a few adjustments and are humming along as usual. That’s why there isn’t any “one-size-fits-all” solution to the challenges organizations are facing.
If you’d like to have a team of skilled and experienced creative minds thinking of ways to boost your organization in this period of uncertainty, contact us today to schedule a free consultation. We might be able to help you find ideas and solutions you didn’t even know were available.