The Importance of Accessibility in Digital Marketing
In the fast-paced digital world, ensuring your nonprofit's message reaches and resonates with the broadest audience possible is crucial. Accessibility is not just a buzzword; it's a fundamental component of effective digital marketing. When running and creating digital marketing campaigns on platforms like Google and Meta (formerly Facebook), making your content accessible can significantly enhance your outreach and impact.
Why Accessibility Matters
Accessibility in digital marketing ensures that all individuals, regardless of their abilities, can engage with your content and fully participate in your mission. By prioritizing accessibility, you not only foster inclusivity but also expand your potential donor base, improving the effectiveness of your fundraising efforts.
Key Tips for Accessible Digital Ads
Use Alt Text for Images: Ensure that every image in your ads includes descriptive alt text. This helps individuals using screen readers understand the content and context of your visuals.
Meta: When you upload an image, click on the photo to open it. In the photo options, select "Edit" and then "Alt Text." Here, you can either generate automatic alt text or write your own detailed description.
Google Ads: When creating a responsive display ad, you can add alt text for each image. In the "Images & logos" section, upload your image and then click "Add image details" where you can input the alt text.
Incorporate Subtitles and Transcriptions: Videos are a powerful tool in digital marketing, but they must be accessible. Always include subtitles for spoken content and provide transcriptions where possible. This aids individuals who are deaf or hard of hearing and also benefits non-native speakers and those who may be viewing your video without the sound on.
Readable Fonts and Colors: Choose fonts that are easy to read and avoid using font sizes smaller than 12pt. Ensure there is sufficient contrast between text and background colors to accommodate people with visual impairments.
Accessibility in Action
One organization Fuse partners with, who is dedicated to driving research to find treatments and cures for blinding retinal diseases, has taken significant strides in enhancing the accessibility of their digital marketing campaigns. Recognizing the importance of inclusivity, this organization adds image and text descriptions to the body copy of all their ads and has introduced additional ad versions, transforming their static carousel cards to dynamic video formats with voiceovers. This ensures that individuals using screen readers or those who are blind can still engage with their content.
The digital landscape is always evolving, and incorporating best practices like these are critical to your program’s success. Connect with us to see how we can help transform your digital fundraising strategies!
Cover Image Source: https://www.freepik.com/free-vector/electronic-accessibility-concept-illustration_65666227