Introduction
We live in a digital-first world, and many nonprofit organizations struggle to reach their full potential without a strong online presence. As a digital marketer, I believe that strategic marketing isn’t just for large corporations; small organizations, such as nonprofits, can use digital marketing as a tool to get their word out to their communities in order to fight for change. By using a data-driven advertising strategy, user-friendly web design, and targeted outreach, I can help nonprofits extend their reach and attract more volunteers and secure the resources they need to serve their communities efficiently and effectively.
Birchwood Food Desert Fighters Mission
The nonprofit, Birchwood Food Desert Fighters, emerged when their neighborhood lost its only affordable grocery store. Many of the residents in this neighborhood lost access to affordable and fresh food options in 2016 when the Park Manor Albertson’s closed. This organization gives this community support by organizing food sharing networks, maintaining community food boxes, and advocating for sustainable solutions to restore grocery access, all within the neighborhood. Their mission is to focus on the struggles of food insecurity, and they work to provide disabled communities and undocumented workers with food security. Their work shows that real change happens when neighbors come together and support those in need, and as a digital marketer, I can help this organization get even more reach to connect with those in need with those who can help.
Birchwood Food Desert Fighters Current Digital Marketing Efforts
Currently, the Birchwood Food Desert Fighters maintain an active presence on Facebook and Instagram, and they use these platforms as their primary means to share information about volunteer work, event planning, in community updates. While their social media engagement is valuable and it is a great way to reach their viewers where they browse, the organization does not have a centralized website on the Internet, which is a big missed opportunity to create more digital infrastructure to reach even more people in need more easily. This limitation means potential volunteers, donors, and community members must navigate Birchwood’s social media posts to find essential information like food box locations, volunteer sign-up links, and donation instructions. To strengthen their digital presence, I would build a WordPress website with an easily searchable domain that serves as a central hub for all their content. This site would include pages explaining how the community food box system works, interactive maps showing all box locations throughout Birchwood, and resources for neighbors facing food insecurity. Additionally, I’d create content pages that expand on their social media posts, offering in-depth information about food desert issues, their advocacy efforts against Albertson’s restrictive noncompete clause, and stories highlighting the community impact of their work. A well-organized website would not only make their content and information more accessible, but it would also raise their credibility when seeking partnerships, grants, and media coverage.
How I Would Use the Google Ads Grant Program for Birchwood Food Dessert Fighters
The Google Ads Grant Program, which offers up to $10,000 monthly and free advertising, would be a game-changing opportunity for the Birchwood Food Desert Fighters. As a non-profit that is not subsidized by the government, it is eligible to qualify for this Grant Program. I would design targeted campaigns to reach three key audiences: neighbors seeking food assistance, potential volunteers, and donors. Strategic keyword targeting around terms like “Bellingham food assistance,” “Birchwood neighborhood resources,” and “food desert solutions” would connect people actively searching for help with the organization’s services. Paid Search is great because it is a reliable way to reach customers when they are looking for solutions through their search engines. Another plus to paid search is that organic search algorithms change constantly and require extensive optimization (which can be hard to find funding to pay an SEO marketer as a non-profit), and paid ads guarantee visibility at the top of search results. The top results positioning is important because many people who aren’t so tech-savvy will often click on the “sponsored results” because they perceive them as trustworthy. Since our audience is people in need who probably don’t have much time to extensively search the internet, paid Google ads would be a great solution to reach these people. I would also create campaigns highlighting their Saturday Share Spot, volunteer opportunities, and tax-deductible donation options. By optimizing ad copy, landing pages, and conversion tracking, we could measure exactly how many new volunteers sign up, how many neighbors find food box locations, and how donation revenue grows. This would transform their digital marketing from just their social media presence into a measurable community impact using Google tools.