How To Market Your Nonprofit

How to market your nonprofit






In today’s world, it’s a lot easier for nonprofits to market themselves. Not only do we have the Internet, but there are certain strategies and programs nonprofits can use that can be advantageous for their organization in the digital space.

Be active on social media. Social media is great for nonprofits because not only do most people have a profile on a social media platform, but they are also free to post content. Aim to post your content every day so it has a greater chance of appearing in your followers’ feeds. You don’t have to have an account on every social network. Consider who your target audience is and where they spend their time scrolling feeds.

Add The ‘Donate Now’ Button To Your Facebook Page + Ads. If there’s one social media platform every nonprofit should be on, it’s Facebook. Facebook draws in users in just about every age bracket. You can put a ‘Donate Now’ button on your nonprofit’s Facebook page and on the ads you design for Facebook. Through Facebook, you can create ads targeted to users based on their location, demographic, and profile. After the ads are created, you can set a budget for each click or thousand impressions you will receive.

Apply for Google Ad Grants. Google Ad Grants is the nonprofit version of AdWords. It is a program by Google that offers $10,000 of free online advertisement each month to nonprofits. The ads can be created to attract donations, recruit volunteers, and share the nonprofit’s story. To apply (, you need a Google account and a TechSoup account.

Create Content That Tells Your Story. Above all, create content that sells your organization’s ‘why’. Always prioritize your ‘why’ over your ‘what’. Your ‘what’ being the services your nonprofit offers and the ‘why’ being the explanation as to why your organization does the work it does. This content will inspire people and will set you apart from other organizations that may offer the same services you do. Some ways you could tell your story are through blog posts, podcast episodes, and a video series.

Sperling Interactive works with a number of nonprofits, and right now we are offering a new service to help nonprofits make the most of their Google Ad Grants campaigns. Call us at (978) 304-1730 or email us at to learn more.

2018 Digital Marketing Trends







With 2018 right around the corner, it’s time to start thinking how you’re going to market your business or nonprofit in the new year. To give you a breather after the crazy Christmas season, we have four digital marketing trends we expect to explode next year.

Personalize sales approach. Everyone wants to be remembered and known. Consumers are over marketing strategies that aren’t making them feel reached out to. Marketers will be getting more personal with their target audience in 2018 by addressing them by their names in email blasts (personalized emails have been shown to deliver six times higher transaction rates) and custom landing pages.

A continued rise in LinkedIn. This year many are calling it the silent rise of LinkedIn. This platform is not longer the place where you just upload your resume and look for jobs. Pulse and LinkedIn Video are changing the way professionals and businesses interact. LinkedIn currently has 500 million members with two people joining every second. If yours is a B2B, LinkedIn is an excellent place to post ads.

An increased use in Instagram stories and live videos. 800 million people use Instagram each month. Instagram introduced Instagram Stories last year and it has gone on to surpass Snapchat. With that, it is predicted that Instagram Stories and live videos will increase in 2018. Not everyone sees your page every day, but if you post regularly on Instagram stories, people will get to see a few seconds of your company.

More video content. The current statistics for video content is all you need in order to know it’s about to shoot up. Right now, 87% of online marketers create video content. Video content is projected to claim more than 80% of all web traffic by 2019.

If you still need help setting your 2018 marketing goals, Sperling Interactive will be hosting “Creating A Successful Marketing Strategy For The New Year” on January 17, 2018 from 8:00 am to 10:00 am. Register here!

How To Create A Landing Page That Converts

Landing pages are separate entities from your website. A landing page is the page a person lands on after clicking on an online marketing call-to-action (e.g. search ads, display ads, email campaigns). An effective landing page is important as ads are only as good as their landing pages.

Ask yourself, what is the purpose of this ad and landing page? Landing pages can have multiple purposes. They can be used to sell a product or service, make an announcement, offer a discount, get people to join your email list, and educate visitors on your company and expertise. Before you begin creating your landing page, though, ask yourself who is my target audience and what do they need to know?

Write a catchy headline. According to research, 8 in 10 people will read a headline and only 2 out of the 10 will read the rest. With that said, it’s always a good idea to take your time when coming up with the headline as it’s the first impression you make. When drafting the headline, keep in mind the focus of your purpose and any specifications your target audience may need to know.

Include eye-catching visuals. Research has also shown that 40% of people respond better to visual information than to text. Visuals for your landing pages are not limited to photographs. They can include videos and infographics.

Be mindful. You need to be strategic with your layout. Your landing page should have a logical progression. Start with a headline and maybe include a subheadline, a secondary headline that can be used to elaborate on the primary headline, if needed. Follow that by conveying what is being offered. You’ll also want to add a call to action button, but remember to only have one call to action per landing page so as not to bombard people. Other features you could use are testimonials and any facts you have that prove you’re a trusted brand.

Why You Should Repurpose Your Content








Content marketing increases sales, enables you to connect with consumers, and is the way of the future in the marketing world. Repurposing your content is when you take a subject you’ve discussed in the past and come at it from a new angle. You can repurpose your content in one of two ways: the format (i.e. blog posts, email marketing, social media posts, podcasts, infographics, videos, ebooks) and target audience. Repurposing your content is the most effective way to strategize your content marketing and below are the benefits of doing so.

Improves your SEO. The web pages that are ranked the highest on results pages are there because search engines trust their content. The more times you produce content around a particular topic, the greater chances you have at becoming one of the top sites on results pages. Repurposing content also increases your ability to build links, which is when you include links to a webpage to improve the page or website’s search engine ranking.

Saves time and generates more ideas. The hardest part of content marketing is coming up with fresh, new ideas. When you repurpose content, you generate new ways to share the services you provide and the insights you have in your industry.

Showcases your expertise. Your ability to spit out content in different formats and points of views will prove to others that you know what you’re talking about. When you show your expertise, you truly set yourself apart from your competition. Additionally, showcasing your expertise will keep visitors on your website and social media pages longer.  

Gains you new leads. When you change the ways you deliver your business’ message through repurposing your content, you introduce your company to new leads. Not everyone is a reader. The same thing goes for not everyone being a visual learner or an audio learner. Switching up your content media allows you to reach and retain more potential clients.

How Design Plays a Part in Your Marketing Efforts

What are the effects of having a great design when it comes to marketing? It can help you be easily recognizable to your customers and audience. Most importantly, it can help the growth of your business as it develops its unique professionalism that only your business can bring to its field.

  • Clearer message – Conveying a clear message is important when marketing to your audience. Everyone would much rather read a text that combines text and imagery that tells a compelling story and intrigues them to be apart of it. Therefore, it is important to go visual as a picture speaks a thousand words. Instead of basic black and white, incorporate photographs, graphic representations to support the message you want to spread. As a result, it would make a bigger impact and be marketable to a wider audience.
  • Strengthen company – Maintaining a solid design within your brand can help customers not only recognize it, but trust your business as well. Every creative piece or service that happens within your company, should support the identity of your business. It will show you pay attention to detail and maintain good taste, leaving your business being seen as professionals in the field.
  • Consistency – The image of your display can be one of the easiest approaches to how your customers view your services. For example, using the same text styles, logos and same hues with a specific textual style and shading pallet can be an easier way for your logo to be identified. Keeping a consistency with your logo makes a lovelier ordeal and makes it simpler to recognize in every element that it is used. In other words, you quality work are what people require, and consistency in a logo will keep your customers coming.

Your design plays a huge role with marketing and can play a huge part of the business success. With a lot of experience and knowledge, the marketing and design aspect can be beneficial to your business and your customers.

Marketing Mistakes to Avoid (Pt. 2)

This blog post is a continuation of the marketing mistakes 2 part series where we review the many popular marketing mistakes we are all guilty of doing at some point in our business. Here are some mistakes to watch out for and avoid:

Using the Wrong Platforms:

It can be difficult, at first, to decide on the appropriate platforms for promotions or simply to share important content. The best way to decide on a platform is to find out where your target audience spends most of their time and find out what are the best ways to contact them. Try sharing content on every platform available and keeping an eye on the analytics of each one to see which results in a high response rate. This will help you weed out the channels that are of no use to you.

Spending a lot Too Fast:

Chances are that, if you are spending too much too fast, you are not giving you and your company enough time to test out different platforms and strategies and are, instead, doing a lot at a time. It’s important to test out different strategies to see what works best and what doesn’t before spending all of your money.

Not Measuring Results:

Measuring your results is a crucial part of developing a successful marketing strategy. This is the only way to track whether your strategy is giving you the best results and tells you whether you should keep spending money on it or move on to something different.

Not Expanding your Network:

Networking is one of the many important components of marketing successfully. A large network means more promotions for your work. Word-of-mouth spreads like wildfire and are a trusted way of getting your business “out there” and gaining more clients.

Following in Competitors Footsteps:

Think about it; when you see competitors sharing similar marketing efforts it can be boring and eventually confusing as to which brand did what. Avoid replicating your competitor’s marketing strategies. What may work for them, may not work for your business. In addition, many times their marketing efforts may only look like they are working when, in reality, it could be a failing technique.

For help in avoiding such marketing mistakes, contact Sperling Interactive!

Marketing Mistakes to Avoid (Pt. 1)


We have all been there before, where we come up with a great new marketing plan but end up having a hard time getting a strong response rate. Chances are that we are committing one, or multiple, of the following common marketing mistakes:

Weak Written Material:

Having strong writing skills is a crucial part in communicating with your target audience. In order to fully get through to your customers and motivate them to take action, you must first move them with your words. This can only be done through strong written content. The content should interest your readers.

Forgetting about SEO:

SEO is important in marketing for company visibility. When creating any marketing materials, do not forget to incorporate important industry keywords, tags and Meta descriptions to help your business rank high on search.

Repeating others Content:

Every now and then we all get stuck or seem to run out of new ideas and look to others for inspiration. However, while doing this, we end up repeating content every now and then. Doing this can make it difficult for your target audience to remember you. Write in your own point of view and incorporate your own experiences and inspirations into your work.

Not Self-Promoting:

Whenever you think about self-promotion, you probably think about something along arrogance, but it does not have to be this way. The truth of the matter is that if you’re not promoting your content, how will your audience know what your company has been up to? Promote your business’ greatest achievements and invite others to the celebration!

No Call to Action:

Not having a call to action is a big mistake. All your messages and marketing materials should end with a call to action. Connect your marketing materials to your brand and finish off with an instruction on what to do next and how to do it.

Learning from our mistakes is important. If you need help developing a marketing plan that works, contact Sperling Interactive for help!

Google AdWords Expanded Text Ads

Google AdWords is changing their format! The text ads will have an expanded text format, which will include two headline fields with more characters (30 characters) as well as an expanded description fields with 50 percent more ad text. The new changes are meant to give advertisers more control over their message and give users more information before they click ads. Overall, its new design is made for a “mobile-first world.”

Are you wondering what changes this will bring to your current ads? Well – good news— expanded text ads will still be available on the Google Search Network as well as Google Display Network. All AdWord tools that support text ads will also support it. The new design will also brings two optional path field and the display URL will be the domain website’s URL. The bad news, however, is that the old format will no longer be editable after the switch is over. This means that, even though the old ads will still run, advertisers will no longer be able edit them after it has been switched into the new format.

When getting started with the new AdWords design, here are a few tips to help you get the most out of the switch:

  1.     Use headlines that will attract prospective clients and give them enough information to persuade them to visit your site.
  2.     Be strategic with your headlines so that it is displayed in the best way possible. On search, headlines are combined with hyphens, which can cause the headline to go beyond the first line on mobile view.
  3.     An expanded description means you can communicate more with the audience; take advantage of it.

If you are thinking about getting started, click here for details on how to do so.

How to Gain Quality Followers

It is everyone’s goal to gain a large following on social media, but it can be very hard to keep those followers after you’ve gotten them. Because of this we have gathered details on ways to gain and keep a large following.

Enhance your Profile:

The first step is to focus on the social network where your following is more likely to be and enhance that profile. You can do this by using an identifiable name and image with a clear and concise description. In order to figure out which social media is the most popular for your following, you should research buyer’s personas by asking clients which social media they are more likely to be found, conducting an anonymous survey, or use share data.

Promote Social Presence:

Even though it’s important to focus on a specific social network, it is also important to still have a presence in other social media networks, as well. After getting a profile in all the important networks, you must promote it anywhere you can; this means on your website, your print advertisements, your business cards, your email messages, and even on social media.

Share Valuable Content:

Once you have your profiles set up and some following, the next step is to offer valuable content for your followers. Your content should be relative to your company and industry. However, you should be careful not to be too self-promotional. Your content should be fresh, interesting, and engaging. Adding visual content, personal posts, and hashtags can also optimize your content.

Build a Relationship:

Building a relationship with your followers is the best way to keep with around. You should interact with your followers whenever they mention or tag you into their posts. Following and building relationships with others in your industry is also important.

Making your social network one worth following is the goal in order to gain quality followers.

Networking Organizations We’re a Part of: Cape Ann Chamber of Commerce

Cape Ann was founded by pilgrims in 1623 and was named after England’s Queen Ann. Currently, Cape Ann offers big-city culture while maintaining a small-town charm, and its four communities consist of Essex, Gloucester, Manchester-by-the-sea, and Rockport. With such an amazing location and so much to offer, it’s no wonder why we have been a part of the Cape Ann Chamber of Commerce for two years.

As a member of this organization, we are able to express the great benefits that come from being a member – from networking and training to adding value to your business. The following are just some of the many benefits Cape Ann Chamber of Commerce offers:

In their membership directory (both print and digital), help coordinate ribbon cuttings for special business occasions, host networking events (seminars, speaker programs, board meetings, etc.), sponsor and advertise business events in publications or online.

Gain insight into their affinity program. Here your business can save up to 25 percent on constant contact discount and gain access to a variety of health plan options and providers through Health services Administrators. Your company can even save on credit card processing!

Contribute to the community. By being a member your business can contribute to Business Education Collaborative to enrich the education and career development of students, to Businesswomen’s Committee that helps create a strong network group for women, to Government Affairs Council in creating a healthy business climate for the community, and to the Tourism Council, which works to promote Cape Ann as a premier visitor destination.

Gain access to other exclusive benefits like access to over 900 chamber members, office referrals, Cape Ann certificate program, and Discounts on local media advertisements.

To find out more about these benefits, or others, or if you are interested in being a member visit their website here