A set of four digital marketing strategies will be applied to multiply donations to World Vision Australia and enhance its brand awareness among the Australian public. The chosen macro strategy is social media marketing, commercial or non-profit use of online social applications as a platform for advertising and promoting. Another one is influencer marketing, and, as Anhalt (n.d.) says, “influencer partnerships can allow organizations to connect with their target audience through the use of popular, relevant public figures” (para. 1). The last two are paid social content and organic one. The combination of these four promotional approaches will motivate Australians to donate more to World Vision Australia through its website and make the organization popular.
The Rationale for Chosen Marketing Strategies
These four digital marketing methods were chosen because their designs and the tools they provide are the best at addressing World Vision Australia’s current issues. Social media can serve charities as a convenient, low-cost, and time-saving tool for marketing campaigns (Bilgin & Kethüda, 2021). It allows them to connect specifically and productively with current and prospective donors and participants (Bilgin & Kethüda, 2021). Collaborating with public figures and celebrities is a relatively inexpensive method of gaining attention and informing a generous public. Moreover, Gunawan (2021) notes that “the roles of influencers and people with social power have shown their effective result in gaining exposure, campaign’s virality, driving it into a trend and turning it into numerous engagement and awareness” (p. 2302). Paid social content and organic one are traditional and practical means of delivering a message to a large audience and creating and maintaining a broad and intense engagement (Zelefsky, 2022). It is also worth noting that this combination of marketing strategies was chosen due to the compatibility of their designs and principles of application and operation.
The marketing campaign will occur on all online social platforms World Vision Australia has accounts. The organization will contact global and Australian influencers and celebrities and invite them to participate in promoting the charity. When the desired number of influencers is reached, the organization will collaborate with Jaywing to develop paid and organic contents and tactics for their efficient posting, distributing and popularizing. With the data-first approach, it will be possible for World Vision Australia to achieve a reach that exceeds its current one many times over. Organic content will be aimed at increasing brand awareness among existing contributors and participants and potential ones. Paid social will target the general public to become new donors. According to Zelefsky (2022), developing content this way will make future efforts as productive as possible. Partnering with Australian influencers and intensive collaboration with Jaywing is critical to achieving maximum impact.
Major Marketing Challenges of World Vision Australia
It is clearly seen that World Vision Australia needs help with its current marketing approach and how they present itself on social media apps. Their followers on Instagram and TikTok are relatively small for charities, as is the number of likes and views on their posts. For example, all UNICEF posts on Instagram have a much larger reach (Martinsson, 2019). The proposed measures would make the organization more productive and serve as a basis for future charitable initiatives.
References
Anhalt, M. (n.d.). Influencer marketing for nonprofits. Web.
Bilgin, Y., & KethĂĽda, Ă–. (2022). Charity social media marketing and its influence on charity brand image, brand trust, and donation intention. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 33(5), 1091-1102. Web.
Gunawan, A. S. P. (2021). The impact in using influencers for a non-profit organizations’ campaign (which results in donations). Paper presented at the International Conference on Industrial Engineering and Operations Management, Rome, Italy. Web.
Martinsson, G. (2019). The top 10 nonprofit Instagram accounts: What to learn from them. Web.
Zelefsky, V. (2022). The differences between paid and organic content on social media. Forbes. Web.