Seven Changes to Make in 2014: Advice on Nonprofit Marketing and Communications

transcript

7 Changes to

Make in 2014#npchanges14

Listen to the webinar recording of this presentation:npmg.us/7changes2014

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Make Your Website

Your Online

Headquarters

Changes to Make in 2014

Facebook did WHAT?!?!

Put energy into the things you can control!

• Use a CMS to manage your site and train staff to use it

• House your best stuff on your site

• Add a blog to give you more flexibility • Add social media widgets to add more

“real time” energy

• Add a Tracking Dashboard with key indicators

• Add “website improvements” to your budget

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Create a REAL Email

Segmentation Strategy

First TimeDonors

People expect you to frame and customize your communications for them.

Never come to events

Only care aboutone program

• Understand what goes where in your dbases and how they connect

• Decide how to segment• Develop a plan to collect that data

• Edit/create website forms to collect data you need to segment by

• Send more targeted communication• Track what happens and refine

• Reorganize content on your website to correspond with your segments

• Show different content to different people on your site

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Create More

Marketing Morsels

You said something really important at the end of that article??

Most people are gorging on the morsels, so make those really good.

• Write a good subject line and headline• Learn how to add text to photos• Know how to use your camera phone

• Create more cheese and less broccoli• Break stories into snippets as your

write them• Create share-worthy graphics

• Fix email templates to be more mobile friendly

• Create a responsive website

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Find Influencers

Who Could Break

Things Open

I can make that happen in a 5-minute phone call! It would take you years.

Invest time in relationships.

• Brainstorm who could really help your organization

• Learn how you can be helpful to these influencers

• Arrange an introduction

• Build relationships over the next year• Be genuine, generous, and grateful• Do NOT ask for anything

• Keep refining your short list• Ask when it feels natural

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Align Your Marketing &

Fundraising Goals

“Now that we’re all on the same page, maybe we can raise enough money to buy another computer.”

• Talk to each other, in real time, regularly

• Share a Big Picture Communications Timeline

• Plan themes and story arcs together• Coordinate your day-to-day editorial

calendars

• Develop common goals in annual work plans or long-range strategic plans

• Refine accountability/chain of command to reward coordination.

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Resist Multi-Channel

Content Dumping

• Know what works best where and experiment to find out!

• Create content with communications channels in mind

• Everything goes in at least three formats

• Figure repurposed content into your editorial calendar (make it a third)

• Shift from single channel to multi-channel to omni-channel mindset

• Truly embrace the idea that you are publisher and broadcaster

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Find a Circle of Friends

in the Business

workingatanonprofit.tumblr.com

• Connect with others online • Make time to read the awesome

bloggers in our space

• Go to a conference to network (yes, skip most of the sessions)

• Have lunch once a week with another human being

• Start your own local meet-up of nonprofit communicators

• Horn your way in on a related group (AFP, PRSA etc.)

1. Make Your Website Your Online Headquarters

2. Create a Real Email Segmentation Strategy

3. Create More Marketing Morsels

4. Target a Handful of Influencers Who CouldBreak Things Open

5. Align Your Marketing and Fundraising Goals

6. Resist Omni-Channel Content Dumping

7. Find a Circle of Friends in the Business

7 Changes to

Make in 2014

7 Changes to

Make in 2014

Get advice on makingthese changes happen

by watching the webinar recording:

npmg.us/7changes2014

Kivi Leroux Miller

@kivilm

Facebook.com/

nonprofitmarketingguide

kivi@ecoscribe.com