Aims
| Please note: Individual members get a 10% discount on all courses. Band A £135.00 Band B £210.00 Band C £275.00 Band A: Voluntary and community organisations with a turnover of between £100,000 and £500,000. Band B: Voluntary and community organisations with a turnover of over £500,000. Band C: Statutory and commercial organisations. |
To provide participants with the knowledge needed to successfully evaluate the new digital media choices (Internet, email & mobile) and achieve synergy through effective deployment and integration with other media.
For
Those considering, or responsible for co-ordinating and delivering digital marketing campaigns.
Learning Outcomes
By the end of the course you will be able to:
- Understand the key considerations and challenges of using the internet, email and mobile marketing for fundraising
- Confidently acquire appropriate data, manage and maintain it
- Develop effective propositions and creative that harness each media’s strengths
- Plan, manage and deploy cost effective digital marketing campaigns
- Understand the key metrics and how to monitor and improve the performance of each media
Content
Internet
- Effective web page design and content
- Meta data explained: keywords, description, page title
- Main search engines explained and how to optimise them and improve rankings, e.g. Google, Yahoo
- Assessing sponsored link (pay-per-click) options and how to maximise returns e.g. Google adwords
- Importance of links to/from other sites
Email
- Effective design and construction for both HTML and plain text options
- Effective website linking (click throughs)
- Beating the blockers
- E-newsletters
Mobile
- Technology and options
- Key applications e.g. update, donate, thank
