© 2015 Nonprofit Marketing Guide.com 1
Nonprofit Marketing 101
Kivi Leroux MillerPresident, Nonprofit Marketing Guide.com
Kristina Leroux Community Engagement Manager, Nonprofit Marketing Guide.com
The Voices You’re Hearing
Jennifer WaggonerDirector, League Easy Web Project (LEW)
Kelly CeballosSenior Director of Communications,
League of Women Voters
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What’s Your #1 Question Today?
(answer in your questions window)
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Today’s Agenda
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• Key Concepts in Nonprofit Marketing
Today’s Agenda
Marketing Defined . . .So what IS marketing?
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
American Marketing Association
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Isn’t marketing fluff?
flickr.com/photos/echo_d
rops_lab/3741164207/
No. It’s about a solid exchange of value.
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Isn’t marketing slick?
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No. It’s about being so relevant that you are a natural part of the conversation.
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OK, but marketingisn’t my job.
flickr.com/photos/chainsawpanda/122972641/
Yes, it is, if you expect people to pay attention to you.
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But nonprofits don’t “do” marketing.
Yes, the most successful ones most definitely do.
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Three Marketing Questions
You Should be Asking and
Answering All the Time
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?
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n/2507765030Who?Forget the “general public.”
Who?Don’t focus on just League members either.
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Other ways to target communications
• Geography(e.g., in a certain district)
• Behaviors(e.g., only votes in Presidential years)
• Interests(e.g., searching on specific topics. LEW will help with this.)
Message? Make everything they see from you relevant to them!
BoringNonprofit
BoringNonprofit
BoringNonprofit
BoringNonprofit
BoringNonprofit
BoringNonprofit
We Get You!
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It’s not about the League. It’s about being a trusted source on things like:
• Registering to vote• Redistricting• Elections• Big issues in your area
I am not a joiner, but I’m fired up about this local leash law and climate
change!
npmg.us/6R
(no www)
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Delivery? Pick the best communication channels and coordinate them.
Some Great League Resourcesto Help You
Online Organizing Toolkithttp://forum.lwv.org/sites/default/files/complete_online_organizing_toolkit.pdf
Messaging for Impact Presentationhttp://forum.lwv.org/sites/default/files/2015_council_training_presentation_communications_final_no_notes.pdf
Reuse content from LWVUS social media and templates!
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• Applying Those Concepts to Your Website
Today’s Agenda
How can a website provide value?
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Make people wind through a maze of info.
What websites shouldn’t do:
Answer, Solve, InspireWhat websites should do:
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Answer Their Questions
Solve Their Problems
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Inspire Their Action
• Applying Those Concepts to Your Website
• Using Your Website as the Marketing Home Base
Today’s Agenda
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Your website is the home where all paths (or clicks) eventually lead.
Website
PR
Social Media
Events
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Just remember . . . • Who are we talking to? Not general
public and not members.• What’s the message? Provide value
by answering, solving, and inspiring.
• How to deliver message to those people? All clicks eventually lead back to the website.
Your final questions?
(answer in the questions window)
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Communications Roles and Planning on November 16, 2015. What goes out when and where and who does what?
Writing for the Web on December 2, 2015. Learn how to write to be read in email, social media, and on your website.
NEXT ON THE SCHEDULE . . .
Kivi Leroux MillerPresident, Nonprofit Marketing Guide.com
Thank you for joiningus today!
