Fund for Peace's digital ecosystem strategy attracts donors
Fund for Peace required Extendo’s support to first establish an infrastructure that would store the data of its digital channels, allow its analysis and activation in order to find the types of donors to offer them specific messages that could increase donations and thus boost well-being. of rural communities.
In 2019, the non-profit Mexican organization had offline actions to attract and retain donors, with little participation in digital channels and no data measurement. Their challenge was to obtain 200 monthly recurring donors with an average contribution of 100 pesos.
To establish working conditions, at Extendo we use the See, Think, Do, Care methodology; First, the digital maturity of Fondo para la Paz was analyzed, from its objectives, marketing activities, team structure, budget and use of data from social networks or paid campaigns. The website’s measurement tools were also accessed.
With the above, we made an initial diagnosis of these efforts in our own digital channels and improvements in the user experience during the donation process.
Thus, action was taken to capture and analyze the data that would locate the situation of the organization, carry out technical changes to its website with access to measurement tools and the implementation of a tagging guide.
“Thanks to the philanthropic support of Extendo, they helped us to give structure and order to our digital marketing strategy. This is very important, as it impacts the dissemination of our work in favor of indigenous communities and serves as a basis to structure the attraction of donors on digital platforms ”, commented Gustavo Maldonado, general director of Fondo para la Paz.
With the information shared by the organization, the profiles, aspirations and needs of donors were analyzed in the different stages of the conversion funnel in digital channels: knowledge (see and know); consideration (want to know more); decision (buy or make) and Beware, at the end of the funnel is when they want to stay.
Fund for Peace’s digital ecosystem was made up of the website, Facebook, Twitter, Instagram and YouTube networks, as well as Google Ads and email campaigns; all integrated into a measurement model according to the objectives of the strategy.
In summary, the key actions with visible short-term results were:
- Measurement model and labeling guide
- SEO strategy
- Plan for campaigns on Google and Facebook Ads
- UX best practices within the site
- Creation of a dashboard to monitor results
Finally, the digital strategy with clear objectives and results-oriented that in Extendo we deliver to Fondo para la Paz, allowed to direct the efforts of the organization, select the metrics that had an impact on the general objective, visualize the results in the different channels and establish the action plan to strengthen the own, earned and paid spaces.