Nonprofits, just like for profit companies, are facing significant competition as they seek awareness, advocates and benefactors. There is an ever-increasing number of options for the consumer, and an incredibly complex communications environment. Thus, a detailed social marketing strategy is imperative to the future of your organization, and is the only option to stand out amongst all the noise and clutter. There are many important building blocks of a good online marketing strategy, and conversely there are misconceptions that can collapse your efforts.

There are four key misconceptions that can ruin your future online marketing strategies. Planning your online strategy is difficult, and because of that difficulty it is easy to assume certain marketing points are unimportant.

Misconception 1: Email is a Lost Cause

Due to the overflow of junk mail, and other constant email bombardments in many inboxes today, email can be considered a lost cause for marketers. However, you can still use email wisely, and in an engaging way, to gain promising results. For example, instead of sending passive emails like “thanks for donating,” keep your emails more engagement oriented and focus on “events, fundraising campaigns, and new developments in your field and with your nonprofit.”

Misconception 2: Website is a Place, Not a Tool

Your website is not simply a destination – it should be a place where visitors are encouraged to take action; read a success story, watch a video, sign up for volunteering, participate in a petition, and offer a donation. It’s a tool, not just a place, where people can enter into a deeper relationship with your organization and participate in tangible and meaningful ways.

Misconception 3: There’s Nothing to Say on a Blog

No matter what anyone thinks or says a blog is an amazing way to increase traffic, accelerate donations, build awareness, and confirm your thought leadership. A blog can amplify the soul of your organization, and then can easily be shared and promulgated through social media to interested people. If your blog shares relevant information and quality content people will want to consume it and share it with others.

Misconception 4: Social Media is Only for the Young

The secret is out: Social Media is here to stay. It hasn’t replaced traditional media but it certainly has changed the game and is well on the way to becoming the dominant media source. A recent report showed that the average person spends several hours online everyday watching Netflix, reading news, or participating in social networks like Facebook and Instagram. There is no question that people, of all ages, are transitioning from traditional media to online media at an alarming rate. Your nonprofit has only one option and that is to publish content that is valuable to the consumer, through every online channel.

Source and quotes via Wired Impact.