The Nonprofit’s Digital Marketing Checklist
Prioritizing Strategy for Long-Term Success
In our digital-first world, nonprofit organizations must be intentional with their marketing strategies to maximize impact, reach, engagement and donor support. With modest budgets and limited resources, prioritizing the right digital marketing efforts each month is essential for sustainable growth.
Digital marketing success isn’t about jumping on every new platform or tool. It’s about investing in initiatives that genuinely connect with your audience and drive meaningful impact.
This checklist will guide you through the key platforms, channels and initiatives that you can focus on monthly to help ensure that your organization’s digital presence is strategic, optimized and effective.
1. Website + SEO
Your website is your nonprofit’s digital home—one of the few places where you have full control over your narrative and can share updates directly from the source. Keeping it updated and optimized helps ensure visibility and accessibility. Each month, it is important to:
Update homepage and key pages with current programs, news and donation opportunities.
Refresh blog content with new stories, impact updates or educational pieces.
Conduct a quick search engine optimization (SEO) audit (check site speed, broken links and meta descriptions).
Optimize pages for relevant keywords to improve search engine ranking.
Ensure donation pages are functional and mobile-friendly.
Why do these website initiatives matter? Your website is the foundation of your online presence, influencing donor trust, search rankings and conversions. Each month, it is important to monitor organic traffic growth, bounce rate and donation conversion rates.
2. Email Marketing
Email campaigns continue to be one of the most affordable ways for organizations to reach their constituents. Each month, you can strengthen this communication by:
Sending a monthly e-newsletter featuring impact stories, upcoming events and involvement opportunities.
Segmenting your email list for personalized communication (e.g., donors, volunteers, advocates).
A/B testing subject lines and calls to action (CTAs) for higher engagement.
Checking email deliverability and list health to maintain strong open rates.
Why do these email initiatives matter? Direct communication with supporters fosters engagement, retention and fundraising opportunities. Regular engagement with email campaigns often is an indication that a subscriber is invested in your organization. Key metrics to monitor regularly include open rate, click-through rate and email conversion rate.
3. Social Media Engagement
Social media is where nonprofits can build community and raise awareness at little to no cost. You do not need professional photography or videography to have a strong social presence. Authentic content from your brand is the most effective way to engage your audience. Social media provides a place for you to share authentic testimonials and real-time updates. Each month, prioritize:
Posting at least three to four times a week across primary platforms (Facebook, Instagram, LinkedIn, X).
Sharing a mix of content, including impact stories, behind-the-scenes footage, CTAs and user-generated content.
Engaging with followers by responding to comments and messages.
Collaborating with partners or influencers to expand reach.
Reviewing analytics to refine content strategy.
Why do these social practices matter? Social media strengthens relationships with your audience and drives organic traffic. Social platforms offer a place for you to engage followers in an authentic way, sharing testimonials and real-time updates. You can monitor the health of your social presence by tracking engagement rate, follower growth and post reach.
4. Fundraising + Campaign Promotion
Effective digital fundraising requires continuous effort, strategic promotion and personalized messaging. To maximize online giving opportunities, organizations should cultivate a strong online community and regularly update donation options. Equally important is a robust follow-up process that shares testimonials and impact stories from past gifts—fostering an emotional connection that can turn one-time donors into loyal supporters. Invest in your online giving platform by:
Setting monthly fundraising goals and tracking progress.
Optimizing donation forms for mobile users.
Launching small, targeted social media ad campaigns if your budget allows.
Promoting recurring giving opportunities.
Leveraging peer-to-peer fundraising, encouraging supporters to share your cause.
Why does digital fundraising matter? A proactive digital fundraising strategy boosts donor retention and revenue. Additionally, online giving options enable organizations to reach a broader audience with faster turnaround times, maximizing accessibility and impact. Metrics to monitor include conversion rate on donation pages and average gift size.
5. Online Reputation + Reviews
Public perception can impact donor trust and credibility. By building your base of positive reviews and testimonials, you can establish rapport with new supporters. This can be done by:
Monitoring and responding to online reviews on Google and Facebook.
Requesting testimonials from supporters and volunteers.
Addressing negative feedback professionally and promptly.
Why does online feedback matter? Positive reviews and testimonials enhance credibility and attract new supporters. You can monitor your digital reputation by reviewing ratings and regularly engaging with testimonials.
Final Thoughts
A strategic digital marketing approach doesn’t have to be expensive, but it does need to be intentional. By consistently focusing on these core areas each month, your nonprofit can build a sustainable online presence, foster deeper connections and drive long-term success.