Digital marketing for NGOs

Digital marketing for NGOs

How to get the right people to see and use your not-for-profit website

Building a website is only half the battle. The real challenge is to get the right people need to see and use it vs. tens of millions of websites and mobile apps competing for their attention. This course will teach you how.

Topics covered
  • Understand your target audience
  • Get listed higher in search engines
  • Using social media
  • Analysing your visitors' behaviour
  • Getting your visitor's attention
  • Ensure your website is easy to use
  • and more

Building a website for your advocacy campaign, fundraising appeal or organisation is only half the battle. The real challenge, and the one most underestimated, is to get the right people need to see and use it. Will hundreds of millions of websites and a lot of information available via apps, how to you find people, get their attention and convert that into engagement?

With the right skills to attract and win over your website and social media visitors, you make the most of the investment in planning and development of your digital initiatives.

What you'll learn

  • A key foundation for the success of your project
  • How to get inside the minds of your target audience
  • The 'secret sauce' that you need to use to find yourself listed higher in search engines
  • Social media - worth the time or not?
  • How to delve in to Google Analytics and use it to understand your visitors' behaviour
  • The way capture your visitors attention, hearts and finally their minds
  • A quick, cheap and surprising method that will ensure your website is easy to use (as relied on by the professionals)
  • A delicious sit-down lunch and refreshments will be provided throughout the day
  • ...and more


Rachel CollinsonAs lead trainer and host, Rachel Collinson, will give you those skills. She has 15 years' experience of planning, designing, building and managing successful digital projects. During that time she has advised or worked for the Burma Campaign, Greenpeace International, the National Consumer Council, Oxfam, Save the Children, Tearfund, Christian Aid, the Museum of London, the Science Museum and many others.

Duane RaymondDuane Raymond of Fairsay will be leading a few of the sessions. He was a pioneer of Oxfam's digital campaigning and is the founder of the eCampaigning Forum event and network and champion of digital activism in the UK and beyond. He has 20 years experience working with the web and has helped Oxfam, WWF, Save the Children, Action Aid, WSPA, Four Paws, Tearfund, NSPCC, Greenpeace and many others to improve their digital presence and promotion. It's likely that Duane's fingerprints are there somewhere on a campaign you've seen or taken part in.


The day will be a mix of styles from presentation to workshops. We'll keep your energy up throughout the day with interactive exercises and group activities so that you can learn from your peers as well as the trainers.

At lunch and at the end of the day you're welcome to stay behind to probe us with questions. Both Duane and Rachel charge over £100 an hour for their time usually, so this is a unique opportunity to pick their brains at no extra cost.

Who is it suitable for?

  • those who have 1-3 years' experience with digital media and are looking to ramp up their success
  • those transitioning to digital media from other roles in the third sector (such as fundraising, campaigning or communications) or want to brush up their digital skills so they can work better with 'the geeks'
  • managers wishing to understand the online world better to improve their leadership capabilities
  • social entrepreneurs or those starting a new charity


Monday April 7th
19:30 Dinner: pre-training dinner, Get to know the other training participants over food and drink. Informal and location to be determined by those wishing to join. Dinner not included in training price.
Digital Marketing for NGOs Training on Tuesday April 8th
09:00-09:15 Check in: grab your name tag and say hello! You also might want to grab a cup of coffee or tea
09:15-09:30 Welcome and introduction: An overview of the day and identify specific participant interests/questions
09:30-10:00 Goals and Priorities: Why are you marketing and what do you want to achieve?
10:00-10:30 Understanding your target audience: who are the right people you ned to reach?
10:30-11:15 Group exercise on target audience: who are the right people you ned to reach?
11:15-11:30 Break
11:30-12:00 PPC and buying traffic: Pay-Per-Click (PPC) is the dominant advertising model on the web and mobile apps, but it is not the only option.
12:00-12:15 Pub Quiz to check learning (with prizes!)
12:15-13:00 SEO, social media and link building: How to be found when people are looking
13:00-14:00 Lunch (included) & table discussions
14:00-14:30 Analytics and tracking: How do you know you are getting the right traffic?
14:30-15:00 Analysis group exercise
15:00-15:30 Content: why it matters
15:30-15:45 Break

Usability testing: How to ensure people can do what you are asking.

16:30-17:00 Collaborative Site Review: go through one participants site and provide feedback
17:00-17:30 Participant Q&A / Discussion Time for addressing any unanswered questions, discussing the learning, etc.
17:30 End of training day
18:30 Post training dinner & table discussions
21:00 Pub: Who ever feels like it can join us in the pub.
Get a Masters in Media, Campaigning & Social Change

The University of Wesminster (London, UK) runs a Masters in Media, Campaigning & Social Change. they are accepting applicants for new intakes now.

This course is particularly relevant if you want to start, or to progress, a career in communications and campaigning for social change, whether in a charity or non-governmental organisation; in a public sector body; in a political party or election campaigning setting; or even in a corporate social responsibility role. It could also be a stepping-stone towards a PhD and an academic career in this growing field of study. For more information, please contact the course enquiries team or joint course leader Michaela O’Brien at

by Duane Raymond published Feb 28, 2014,