If you’ve talked to multiple nonprofit marketing agencies, you’ve probably noticed that each one has its own way of doing things. They’ve developed tactics and created systems over the years that they believe offer the best ways to get results.
When it comes to marketing, there are many different approaches, and every marketing agency owner or marketing executive you talk to will have compelling reasons why they think their approach is the best.
How do you know if a nonprofit marketing agency’s particular approach is effective? Do you just have to take their word for it? Fortunately, no. They should have data to back up their claims. And not just any data—the data that indicates their nonprofit clients are truly benefitting from the marketing campaigns they develop and run on their behalf.
Receiving “likes” on a social media post or “clicks” on a digital ad don’t necessarily turn into more support for a nonprofit or help them reach more people with their services or resources, but these are often metrics that agencies use to point out the effectiveness of their campaigns. In reality, nonprofit leaders want to know how many new subscribers they got from a Google Ad, and then how many of those new subscribers actually turned into supporters. They want to know how many people accessed their resources or how many people reached out for services as a result of an ad they saw. For nonprofits that ask for a fee in exchange for services or resources, they want to see how their marketing efforts have increased revenue to their nonprofit.
Any nonprofit marketing agency in Salt Lake City that’s worth spending money with should provide clients with regular reports showing the campaign results. But rather than receiving a report on the number of clicks, likes, or visits your nonprofit received on their ads, social media pages, or website, here are the types of data points you might want to look for from a nonprofit marketing agency:
- Number of email subscribers added
- Number of new first-time donors and recurring donors
- Number of attendees for an online event
- Revenue from online resources
- Number of new clients who signed up through the website
Impressive results in the above areas are what will help your nonprofit grow. Sure, it can feel good to have a lot of followers on social media or have a good click-through rate on Google ads, but if none of that engagement results in people taking further action, what good is it?
Look for a nonprofit marketing agency in Salt Lake City that focuses on real results—results that will allow your nonprofit to have a greater impact and further its cause.
As you start to talk to different nonprofit marketing agencies in Salt Lake City, ask them about the results they’ve gotten for their clients. You may also want to get references, so you can talk to other nonprofit leaders about their experience with the marketing agency. At the end of the day, you want to ensure that any marketing dollars you spend are providing your nonprofit with a return on investment that you can feel good about.
