UpriseUp - Up
UpriseUp - Rise
UpriseUp - Up

Digital PR Tips for Charities

Digital PR Tips for Charities

Digital PR has long been demonised and viewed as an unattainable way of getting a charity’s name out there. We are here to change that and help charities with actionable tips to create, execute and monitor their digital PR campaigns.

First off, let’s establish the difference between digital PR and link building. Link building simply consists of acquiring links to the site, and that can be done by many ways, including the spammy and unsustainable method of ‘buying links.’ On the other hand, digital PR is more like public relations, but online.

As harnessing the power of strategic communication is crucial for charities to amplify their voices and foster meaningful connections with their audiences, each digital PR campaign should have its own strategy, tailored to attain the end goal, be it brand awareness, leads, or donations.

Let’s kick off with this comprehensive guide to crafting digital PR strategies best suited to your cause.

Your Actionable Digital PR Roadmap

What makes digital PR distinctive from other media is the focus around creating a positive brand impression. As it’s one of the best tools to improve the online reputation of your charity, setting the goals and the tone to align the sentiment is vital. Here are the vitals of an evergreen digital PR campaign.

Define Your Goals:

Clarify your mission and objectives. Are you aiming to raise awareness, drive donations, or foster community engagement? Setting clear goals is the cornerstone of any successful digital PR campaign.

Understand Your Audience:

Dive deep into understanding the demographics, interests, and behaviors of your target audience. Crafting personalized messages that resonate with their values and aspirations is key to capturing their attention.

Create Consistent Brand Messaging:

Maintain consistency in your brand messaging across all digital channels. A cohesive and unified voice reinforces your brand identity and builds trust with your audience over time.

Encourage Employee Advocacy:

This one is often overlooked but empower your staff and volunteers to become advocates for your cause. Encourage them to share their experiences, insights, and achievements on social media to amplify your organization’s reach and impact.

Also, for the thought leaders in the charity, sharing their knowledge and insights with journalists can be an effective way to earn media coverage.

Build Relationships:

Easier said than done, but cultivate genuine relationships with influencers, journalists, and stakeholders in your niche. HARO, X (though it’s still Twitter), and Featured are great places to find media coverage opportunities.

Create Newsworthy Content:

It’s all about the sentiment when it comes to digital PR. Craft compelling stories that evoke emotions and inspire action. Whether it’s impactful visuals, thought-provoking articles, or captivating videos, quality content lies at the heart of effective digital PR.

Develop a Distribution Strategy:

You can promote content on owned, earned, and paid channels once the PR coverage is in place. The landing page and the resources of your campaign can be utilized to repurpose and remarket in the future as well, depending on the nature of the campaign.

Leverage Social Media:

Harness the power of social platforms to engage with your audience directly – or better yet, drive them to the social media communities you build. From sparking conversations to sharing impactful stories, build and serve your community.

Collaborate with Influencers:

Partner with influencers and advocates who share your values and mission. Their endorsement and support can amplify your message and reach new audiences with authenticity and credibility.

SEO Optimization:

Repurpose your digital content to ensure maximum visibility and discoverability. Strategic use of keywords, meta tags, and quality backlinks can boost your organic search rankings and drive traffic to your website.

Promoting with Other Channels:

Engage your audience through targeted email campaigns or cover more searches with paid ads. You can also partner with listicles and related websites and take advantage of referral traffic as well.

Online Monitoring:

Stay vigilant by monitoring online conversations about your cause. This allows you to address any misconceptions, respond to feedback promptly, and seize opportunities to engage with your audience in real-time.

Google alerts is a free tool you can use to be notified whenever a website mentions your charity.

Data and Analytics:

Harness the power of data and analytics to gain insights into the effectiveness of your digital PR efforts. Track key metrics, analyze trends, and iterate your strategies based on data-driven insights for continuous improvement. Supporting you with charity sector data is the core of what we do.

Some of the key metrics you can set to effectively measure the impact of digital PR include:

  • Clicks and impressions (in Google Search Console)
  • Increase in trends around the campaign topic
  • Social shares
  • Earned links
  • Leads and donations

We would always recommend joining the Charity Digital Benchmark as well to understand what good looks like in terms of traffic split in your cause area.

Benefits of Digital PR for Charities:

What does it all serve, though? Benefits of digital PR encompass visibility, improved brand awareness, better engagement, and more.

Here are how charities benefit from digital PR:

  • Increased visibility
  • Links from authoritative top-tier publications
  • Stronger reputation and sentiment
  • More traffic and awareness
  • Improved fundraising and donations
  • Community engagement

These benefits are not limited to the campaign, and they bring enduring benefits to your charity, including improving your website.

Harnessing the Synergy between Marketing and Digital PR:

Charities can use digital PR to effectively establish their authority and improve coverage online.

Even though it’s a highly competitive field and the results are not guaranteed, we encourage charities to build strong relationships with journalists in their niche and give digital PR a go, over link-building tactics.

This would not only improve visibility and sentiment but grant brands evergreen resources and leverage that can be utilized for years afterwards, and serve as a rich foundation to be built on and iterated.

If you have any questions about the execution or reporting of your digital PR campaign, drop us a line at hello@upriseup.co.uk.

Share this article:

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.

Contact us