Coronavirus: Digital marketing action plan published for charities

E-commerce

E-commerce giants such as Amazon and eBay are increasingly in demand as more people look to order goods online due to the government’s lockdown guidelines around the pandemic.

Due to charity shop closures charities need to step up their online retail marketing and make good use of the exposure of platforms like Amazon and eBay, said the action plan.

Other advice includes ensuring analytics information is being harnessed to focus marketing on where there is strong demand.

Social media engagement

Engaging with supporters through social media is also vital “as measures of staying indoors become particularly more stringent”.

“One thing we can be certain of is more people spending more time online, especially social media,” said Mediaworks.

“Seize the opportunity to share helpful information on the platforms that matter most, providing regular updates.”

Further advice focuses on reassessing budget for pay-per-click marketing and fine-tuning media advertising. At a basic level out of home and cinema advertising needs to be re-allocated into online, radio and on-demand TV services, such as ITV hub.

Marketing content should not be neglected as “high quality, informational blogs and webinars” for example, can “add considerable value to your brand”.

Charity marketers can also use the “unique circumstances” of the pandemic to be innovative with new approaches to digital marketing.

Charities are also advised to ensure they don’t neglect long-term digital marketing strategy, so that they are well placed to rebound in terms of fundraising and revenue when the current crisis is over.