Digital Marketing for Nonprofits

Post on 24-Jun-2015

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description

Digital marketing for nonprofits. Presentation to Social Venture Partners Executive Summit.

transcript

DIGITAL MARKETING

WHO WE ARE

Marketing solely for causes that matter.

OUR SERVICES

STRATEGY

WEB DEVELOPMENT

GRAPHIC DESIGN

CRM STRATEGY & INTEGRATION

COPYWRITING

TRANSLATION

ONLINE GIVING ROSE 13% IN 2013

But nonprofits that gave donors the best online-giving experiences raised 25 percent more than other

organizations.

MOBILE COUNTS FOR HALF OF ALL

WEBSITE VISITS

For some nonprofits

NONPROFITS COMMUNICATE FOR THREE MAIN REASONS

PROGRAMS FUNDRAISING

ADVOCACY

Highway Twenty Kickoff

online in print on air in person mobile

visual

identity

messaging

platform

vision

mission

values

objectives

audiences

positioning

personality

ORGANIZATIONAL LEVEL

IDENTITY LEVEL

EXPERIENTIAL LEVEL

vision

mission

values

objectives

audiences

positioning

personality

ORGANIZATIONAL LEVEL

AUDIENCE

GOAL

CONSERVATIVE VS. PROGRESSIVE COLD VS. WARM

TRADITIONAL VS. INNOVATIVE FUN VS. SERIOUS

MASCULINE VS. FEMININE CASUAL VS. FORMAL

ENERGETIC VS. LAID BACK TRENDY VS. CLASSIC

SPONTANEOUS VS. ORDERLY LOUD VS. QUIET

UNIQUE VS. FAMILIAR YOUNG VS. OLD

HOW DO YOU WANT PEOPLE TO FEEL?

visual

identity

messaging

platform

IDENTITY LEVEL

HOPE VILLAGE

RESEARCH & DISCOVERY

Youthful

Community

Intergenerational

Diversity

Purposeful

Determined

Bold

Rich

Sophisticated

Innovative

All encompassing

Uplifting

Friendly

Passionate

Engrossing

Relieved

Safe

Excited

Connected

Proud

Thankful

Happy

Relaxed

Secure

Involved

Valued

Fulfilled

Useful

Energized

Making a difference

Challenged

Welcoming

Grateful

Supported

Refreshing

Opportunity

Playmates

Stability

Appreciated

SKETCHING & DESIGN

SELECTIONS

Warm

Welcoming

Arizona-ish

Friendly

Hopeful

Relaxed

Happy

Youthful

Uplifting

TAGLINE

WHO

Foster Children

Foster Parents

Surrogate

Grandparents

Intergenerational

Multigenerational

Forever Families

Adoptive Families

Chosen Families

WHAT

Support

Comprehensive

Safety

Success

Environment

!

!

!

Foster Family Neighborhoods Neighborhoods for Foster Families

WHERE

Forever Homes

Village

Community

Neighbors

Homes

Phoenix

Arizona

!

FINAL

Logo

Business Cards

Stationery

Brochure

Email Template

INFRASTRUCTURE

INNOVATION

INTEGRATION

online in print on air in person mobileEXPERIENTIAL LEVEL

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WEB

CRM

CONTENT MARKETING

SOCIAL MEDIA

Social media explained by wine

I like drinking wine.

I’m drinking #wine.

This is my collection of recipes that use wine.

Watch this video of me drinking wine.

Look at this vintage photo of a glass of wine.

I work at Google and drink wine.

Which platforms are right for you?

How should nonprofits use social media?

Why should nonprofits use social media?

THANK YOU