How to Promote, Grow and Market Your NonprofitDaniel Kimball

Product Specialist at Aplos Softwares Jill Wagner, APRIdea Emporium

Daniel Kimball

Dan Kimball is a seasoned fundraiser with twenty years of experience in strategic fund development and nonprofit management.

He’s currently developing Aplos’ Donor Management Platform to help nonprofits connect with (and cultivate!) their donor base.

“Fundraising is a relationship business.”

Twitter: @fugativedmk @aplos_webinar

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Jill Wagner, APR

Jill Wagner, APR, is an experienced and award-winning public relations expert who has helped both small and large public organizations and private companies tell their stories, navigate through crises and achieve their strategic goals.

Accredited in Public Relations by the Public Relations Society of America, Wagner’s specialty is strategic thinking and creative implementation, ensuring that all the parts of communications effort mesh with organizational goals to achieve results.

She owns and operates a public relations agency in Fresno called Idea Emporium, providing creative and comprehensive public relations, communications and marketing services to build reputations and influence audiences.

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Jill Wagner, APRIdea Emporium

www.idea-emporium.comjill@idea-emporium.com

Introduction

During this webinar, we will focus on some of the steps nonprofits need to take to grow their organization through branding, storytelling, and donor engagement.

Marketing expert Jill Wagner is going to cover some of the following:

Effective storytelling techniques for inspiring and motivating supporters, volunteers and donors - Strategies and ideas for effective nonprofit branding. - The importance of social media and technology for telling your nonprofit's story and engaging donors to become ambassadors for your mission.

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Communication is Key

• “Why don’t more people know our story?”

• “How do we get people to know how important we are?”

• “Why aren’t more people giving to us?”

• “How can communications keep our supporters engaged?”

• “Our competitors have tons of money for communications. How do we compete?”

• “Is social media the answer?”

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Promoting, Growing & Marketing

• Highly focused plans

• Different approaches

• Realistic expectations

Fundamental Questions:

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What do we want to have happen?

-or-

What outcome do we want?

Goals vs. ObjectivesGoal A broad idea of what you want to happen

Objective A clearly defined statement that contains an action statement, a timeline and a measurable outcome.

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Types of objectivesInformational – we want them to know stuffInformation must be sent, received, understood.

Motivational – we want them to be open to usTarget audience is motivated toward the intended action.

Behavioral – we want them to do somethingTarget audience should adopt desired behavior.

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How Can I Do One More Thing?Communications Plans:

• Help define your work so your limited resources are deployed properly

• Keep you focused and on-target

• Provide guidelines for staff and volunteers

• Tell you what’s working and what doesn’t!

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“Deeds over dollars”-Mary Anna Dunn

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Research

• Who’s telling your story and how?

• What do people think when they hear your organization name?

• Is your story compelling? Action oriented?

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Research

• What are you saying about your organization?

• How do you learn about your prospects and donors?

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Research• Identify strengths, weaknesses and needs

• Learn operations of competitors

• Stay on top of current market; trends

• Know your donors and prospects, inside and out:

- Drivers, emotional, and logical needs, etc. - Have they supported you before? Why? - Have you asked why?

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Develop Goals and a Plan• Based on what research tells us, we

develop goals and a strategic plan to achieve them.

• Develop methods for adding value.

• At this stage evaluation methods are created and worked into the plan.

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Implement Activities• Develop specific activities for each

goal – how will we go about it?

• Create a timeline for implementation

• Assign responsibilities – who will do what when?

• Create benchmarks to gauge success

• Do the work!

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How Do I Know What Strategy to Use With My Prospects?

Getting to know you…• Mutual attraction• Laser targeting• Research• Less writing – more experience• This isn’t speed dating – it’s a long-

term relationship• Satisfy both sides of the brain• Let passion show

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Social MediaSeductive tool – but it’s still just a tool, one of many in your toolkit

Facebook – nurture an engaged communityTwitter – share and discuss hot newsPinterest – visually interesting way to connect with like-minded folksBlogs – Podcasts – Message Boards

Uses: connections - two-way conversations – advocacy – building base

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Evaluation

Purpose: To determine if goals were met and to provide data to make plan adjustments as needed. “What we say isn’t as important as what’s changed based on what we’ve heard.” Hicks Waldron Quantifying the end results of the plan.

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Stewardship

• Should be part of your plan.

• Key element of donor relations

• Promotes trust: ensures acknowledgement; deepens relationships

• Is the base for future gifts

• Be impeccable

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You Can Do This!4 step processResearch – Planning – Implementation – Evaluation

• Understand what donors/prospects want

• Don’t make assumptions

• Let your passion show

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Final Thoughts, Thank You, Q&A

Jill Wagner, APRIdea Emporium

www.idea-emporium.comjill@idea-emporium.com

Dan Kimballdan.kimball@aplos.com

@fugativedmk

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About AplosWe’re the #1 solution in online donor management software for nonprofits.

Fundraising is important, but you probably wish you didn't have to spend so much of your valuable time raising money. Aplos' all-in-one solution helps you raise money, track giving, and ensure your donors have a positive experience with your organization.

Visit aplos.com for more information.

"Nonprofits all across the country are praising the software's ease of use, reasonable price, and great customer service." - NPTechNews

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