38
11/4/2015 1 Kivi Leroux Miller President, Nonprofit Marketing Guide.com A Guide to Great Nonprofit Marketing Slides: npmg.us/notes
11/4/2015
1
Kivi Leroux MillerPresident, Nonprofit Marketing Guide.com
A Guide to Great Nonprofit Marketing
Slides: npmg.us/notes
11/4/2015
2
Lack of time and competing priorities are consistently the top challenges identified by nonprofit communications pros.
11/4/2015
3
Option A: Head Downon Today’sTo-Do List
Option A: Keep Running
as Fast You Can, Unsure
You Are Getting
Anywhere
11/4/2015
4
Option B:Take the Long View
Option B: Get a New
ATTITUDE.Embrace Your Media Mogul
Status
11/4/2015
5
1. Understand what’s really going on out there.
2. How to ground yourself using 3 strategic marketing questions.
3. How to make it all come together.
Nonprofit MarketingTrends 2015What to embrace and what to ignore
11/4/2015
6
Want to take the 2016
survey and get the
free report?
npmg.us/2016
11/4/2015
7
Use your cards to share
your opinions.
Also use them to
take notes today!
11/4/2015
8
PastWill these trends continue on?
2-3 Year
Communications
Plans are standard.
11/4/2015
9
2-3 Year
Communications
Plans are standard.
Things are changing too fast. Plan
12-18 months out, with editorial
calendaring 3-6 months at a time.
The average length of
written content is
500-700 words.
11/4/2015
10
The average length of
written content is
500-700 words.
Shorter content wins – except
when it doesn’t (Fans and
Google like depth and details).
Present
11/4/2015
11
Let’s start with communications
channels . . .
The frequency of
direct mail appeals
is going down.
11/4/2015
12
The frequency of
direct mail appeals
is going down.
They are going up in 2015, after
no significant differences from
2011-2014.
One third of nonprofits
will not send a print
newsletter at all.
11/4/2015
13
One third of nonprofits
will not send a print
newsletter at all.
32% of nonprofits will not send
a print newsletter at all in 2015.
The frequency of email
appeals is going up.
11/4/2015
14
The frequency of email
appeals is going up.
Yes, this year, after no
significant differences in
2011-2014.
Most nonprofits send
an e-newsletter
quarterly.
11/4/2015
15
Most nonprofits send
an e-newsletter
quarterly.
62% of nonprofits will send an
e-newsletter at least monthly.
Email open rates for
nonprofits are falling.
11/4/2015
16
Mrbenchmarks.com
Nonprofit
communicators spend
most time on Facebook,
e-news, and PR.
11/4/2015
17
Nonprofit
communicators spend
most time on Facebook,
e-news, and PR.
These tasks are consistently
the most time-consuming.
Fear of failure and lack
of buy-in from
managers are major
challenges.
11/4/2015
18
Fear of failure and lack
of buy-in from
managers are major
challenges.
These are actually least challenging. Lack
of time and budget, and inability to
measure effectiveness are biggest
challenges.
Now let’s talk about goals . . .
11/4/2015
19
Donor retention is
overtaking donor
acquisition as a top
priority.
Yes, finally, for the first time
since 2011.
Donor retention is
overtaking donor
acquisition as a top
priority.
11/4/2015
20
Exec Dirs, Comm Dirs,
and Dev Dirs generally
agree on importance of
retention.
Development Directors – 94%
Executive Directors – 60%
Communications Directors – 36%
Who believes donor
retention is a top 3
goal?
11/4/2015
21
Exec Dirs, Comm Dirs, and
Dev Dirs generally agree
on importance of general
brand awareness.
Development Directors – 25%
Executive Directors – 42%
Communications Directors – 68%
Who believes general
brand awareness is a
top 3 goal?
11/4/2015
22
Not a Surprise, Really.
But Few Orgs Talk About It Openly.
Your Goals Change Based on Your Job Title!
Millennials see their
time, money, and
network as having
equal value.
11/4/2015
23
Millennials see their
time, money, and
network as having
equal value.
… And their social clout and cultural
influence are very likely more valuable
to you than their money.
(Source: Achieve’s Millennial Impact Report)
FutureIn the next three to five years
11/4/2015
24
Your website
management skills will
determine your success
online.
Your website
management skills will
determine your success
online.
It’s the only real estate you
really control, and like a
homeowner, you are expected
to maintain it well.
11/4/2015
25
Nonprofits will be
expected to have
apps.
Nonprofits will be
expected to have
apps.
Mobile/responsive websites and
emails are far more important
now, but this is one to watch.
11/4/2015
26
Print will die as a
major communications
channel for nonprofits.
Print will die as a
major communications
channel for nonprofits.
It will be at least 20 years
before that happens, if it ever
does.
11/4/2015
27
New Questions for 2016 . . .
• Posting frequency for various
social media sites
• Size of communications team
• Communications staff experience,
salary, confidence levels, job
satisfaction
Take the survey: npmg.us/2016
Three Marketing Questions
You Should be Asking and
Answering All the Time
11/4/2015
28
Who are we trying to reach? (Who cares?)
What’s our message to them? What do we want them to do and why should they?(So what?)
What’s the best way to deliver that message to those people?
flickr.com/photos/stopdow
n/2507765030
Who?Forget the “general public.”
11/4/2015
29
Target People Who Lean Your Way
How to target communications
• Geography(e.g., in a certain neighborhood)
• Behaviors(e.g., only votes in Presidential years, opens newsletter)
• Interests(e.g., which programs)
11/4/2015
30
Message? Make everything they see from you relevant to them!
BoringNonprofit
BoringNonprofit
BoringNonprofit
BoringNonprofit
BoringNonprofit
BoringNonprofit
We Get You!
Clear, Specific and Limited Calls
to Action
11/4/2015
31
ASK!Give them opportunities to participate so they feel included.
THANK!Make them feel appreciated.
http://www.flickr.com/photos/ganatlguard/8289339879
11/4/2015
32
REPORT!Make them feel in the know.
npmg.us/6R
(no www)
11/4/2015
33
Delivery? Pick the best communication channels and coordinate them.
It All Has to Make Sense in the
“Big Picture” Lifeof Your Nonprofit.
11/4/2015
34
But coordinating it all is like
herding cats.
January February March April May June July August September October November December
Events or Milestones
Out of Our Control
Events or Milestones
Within Our Control
Big Picture Communications Timeline
Story
Arcs
Core
Topics
Core TopicsEvergreen:Perennial:
AnnualColor:
Main Calls
to Action
11/4/2015
35
What things happen every year? What’s the seasonal to-do list?
http://ww
w.flickr.com
/photos/fog6y/3503028725/
What events, programs, or services also need to be mapped (these are largely within your control)? http://w
ww
.flickr.com/photos/28481088@
N00/315671189
11/4/2015
36
What are your primary calls to action throughout the year?
flickr.com/photos/pss/1359407958
flickr.com/photos/zaffi/4597977354
What story arcs can they participate
in with you?
Are we there yet?
11/4/2015
37
Bad Answer!
http://ww
w.flickr.com
/photos/pkz/6222862929/
What are the core topics you want to be known for?
11/4/2015
38
Kivi Leroux MillerPresident, Nonprofit Marketing Guide.com
Let’s stay in touch!
NonprofitMarketingGuide.com/blog@kivilm
Fb.com/nonprofitmarketingguideToday’s Slides: npmg.us/notes
