Remarketing is one of the most effective ways to move supporters along your spectrum of engagement, although it’s also one that many non-profits neglect or even dislike. In this post, I’ll explain what remarketing is, outline the benefits, and provide directions on getting started.
Google AdWords provides a great tool which helps create image ads for free. They’re not the most creative ads, but they will certainly do the trick if you 1) want to run a quick test to see if Google AdWords serves your organization or 2) you don’t have the budget to hire a graphic designer.
Here’s a quick tutorial on creating free Google Image ads:
Coastal Maine Getaways was a great opportunity to start a website from scratch. Lindsey, the owner, had been managing vacation rental properties for some time, but hadn’t yet named her company and had only advertised her listings on VRBO (Vacation Rentals By Owner). It was working fairly well for her, but she wanted more control over her web presence, including the name of the company, SEO (search engine optimization), and the ability to add and highlight more options than VRBO allowed.
Lindsey engaged me to do some market research and to eventually design and populate the site.
“I got the opportunity to work with Michelle for a couple of years specifically promoting the Harpoon Point to Point, presented by National Life group, which is the Vermont Foodbank’s largest fundraiser. Michelle took ahold of our digital promotion, specifically with Google Adwords and really drove exposure for us. Her attention to detail, creativity in making sure we were maximizing every dollar we spent, on top of trying to get conversions (registered riders) was top-notch. She was thoughtful to give the team reports on how things were going on the back-end, which I admittedly didn’t always understand due to my lack of knowledge on digital analytics, but had full trust that every decision Michelle made was a good one. We were a bit behind on some of the social media opportunities available to us, and she has a kind, patient demeanor and was careful to suggest changes and push where needed to take on new opportunities. She’s analytical, thorough, competitive and forward thinking in her approach and was a real asset to our team and our event.”
Jessica Cox
Director of Harpoon Helps & Sponsorships (2005-Present)
Harpoon Brewery
Learn more about the marketing I do for nonprofits and universities.
