Abstract
Not-for-profit organisations (NPOs) are active participants in the global efforts of making the world a better place for all. The fluctuating political climate and shrinking space for civil society in many countries worldwide, coupled with the disruptions caused by the Covid-19 pandemic, have heightened fundraising woes for NPOs, making it hard for them to financially sustain their missions. Through an extensive literature review, the chapter aimed at demonstrating how NPOs can leverage the power of digital marketing to build and maintain sustainable organisations to continue providing vital impactful services. It covers the importance and the types of digital marketing strategies for NPOs. The chapter established that digital marketing has emerged as a cost-effective way through which NPOs can expand their missions and promote DEI in society.
Top2. Background, History, And Context
Digital marketing is a term that came in the 1990s. It is often used interchangeably with online marketing, internet marketing, or web marketing. It is however important to note that online marketing and digital marketing in not the same thing, digital marketing is broader and encompasses online marketing (Desai, 2019; Uma &Simran, 2021). Digital marketing represents the marketing of products and services using digital technologies mainly the internet but also includes display advertising, mobile phones, and other digital platforms. It extends beyond the Internet to incorporate channels that do not require the use of the Internet like short message services (SMS), and electronic or interactive billboards to promote products and services. It remains difficult to credit a single person to the emergence of digital marketing as several people played a part in what it is today. However, others believe that Guglielmo Marconi who invented the radio was the first digital marketer, and another notable figure was Ray Tomlison because he was the first person to send an email in 1971. Figure 1 provides a preview of major historical developments which summarizes the evolution of digital marketing to what it is today.
Key Terms in this Chapter
Social Media Marketing: All marketing techniques which can be deployed on social media in an effort to promote a company, product or a service.
Email Marketing: The act of sending emails to potential and current customers for marketing purposes.
Website Marketing: Utilization of a company’s website in promoting a company, product, or service.
Content Marketing: Creation and distribution of relevant content for marketing purposes.
Call-to-Action: Any prompt designed to encourage the targeted audiences to take a desired action.
Spam: Unsolicited and or bulk commercial emails often sent to several customers at once. Personalization: Utilizing consumer data to provide personal experiences to customers.
Search Engine Optimization: Is the process by which marketers attempt to get more visibility for their website in search engines.