How to Communicate Digital Marketing Strategies to Your Nonprofit Team

You can have the best digital marketing strategy in the world. But if your internal team doesn’t understand it or support it, it won’t go far.

This challenge comes up often in nonprofit spaces. Development staff might be focused on donor relationships. Communication teams may be buried in events or print materials. And digital? It can feel like just another extra thing to figure out.

So how do you get everyone aligned around website optimization, email marketing, and your digital goals?

It starts with plain language, shared purpose, and some thoughtful hand-holding.

Start With the “Why,” Not the “What”

Before jumping into tools or tactics, help your team understand why digital marketing matters.

Try framing it like this:

• Your website is your digital front door. It helps people decide if they trust you
• Email is how we stay connected to supporters without paying for ads
• A strong digital strategy means less guesswork and more impact

Focus on the mission, not the mechanics. Make it about helping more people, not just increasing clicks.

Use Visuals to Explain Concepts

Most people are visual learners. If you say “website funnel” or “conversion rate,” eyes might glaze over. But if you show them a basic diagram—Homepage → Donate Button → Thank You Page—it clicks.

Try creating simple one-pagers or slide decks with:

• Screenshots of what works
• Before and after examples
• Maps of your donor journey online

Tools like Canva, Loom, or Lucidchart are great for this.

Simplify the Tech Talk

Use plain, everyday language and avoid acronyms. Replace “bounce rate” with “how quickly someone leaves the site.” Swap “list segmentation” for “sending different emails to different groups.”

Digital should feel approachable, not mysterious.

Common Digital Terms with Friendly Definitions

Bounce Rate - The percentage of visitors who leave your website quickly after viewing just one page. Think of it as someone walking into your building, looking around for 5 seconds, and leaving.

Call to Action (CTA) - A short phrase that tells someone what to do next. For example, “Donate now,” “Sign up,” or “Learn more.”

Conversion - When someone takes a specific action you want them to take, like donating or signing up for your newsletter.

CRM (Constituent / Customer / Client Relationship Management) - A digital address book that helps you keep track of donors, volunteers, and supporters all in one place.

Email Segmentation - Sending different emails to different groups of people based on their interests or behavior, like sending one version to volunteers and another to donors.

Open Rate - The percentage of people who open your email. A sign of how strong your subject line or sender name is.

SEO (Search Engine Optimization) - Making small changes to your website content so it shows up better in Google search results.

Landing Page - A focused webpage designed to do one thing well like get donations or collect email signups.

Engagement - Likes, shares, comments, and clicks. These measure how interested people are in your content.

Analytics - The data that helps you understand what’s working and what’s not. Like your website traffic, email performance, or social post reach.

Show Real Examples from Other Nonprofits

Sometimes the best way to explain a strategy is to show how someone else has already done it well.

Find examples from similar-sized nonprofits and highlight:

• Clean, simple websites that convert
• Emails that tell great stories and link to giving pages
• Social posts that drive traffic

Invite, Don’t Instruct

Instead of presenting a plan and expecting buy-in, invite your team into the conversation.

Ask:

• What part of this feels confusing?
• What questions do you have about our website or email list?
• How can we make this work together?

That sense of ownership turns resistance into curiosity.

Recommend Tools that Help, Not Overwhelm

When introducing email marketing or web tools, stick with platforms that are:

• Nonprofit friendly
• Visually intuitive
• Easy to onboard

My top picks include:

Flodesk – Beautiful, easy email builder

Mailerlite – Automation and drag and drop builder

Kit (formerly ConvertKit) – Great for growing lists

WordPress with Elementor, Squarespace, or Wix for Nonprofits – Easy website design platforms

Give your team small wins early on so they feel capable, not frustrated!

Keep the Communication Ongoing

Digital strategy is not one meeting. It is a process.

Consider having:

• A shared calendar for digital campaigns
• Monthly updates on website traffic and email performance
• Occasional short trainings or co-working sessions

This keeps momentum going without overwhelming people.

Ready to take your nonprofit to the next level? Explore more tips, tools, and resources at NonprofitToolkits and start making an even greater impact today!