Nonprofit Marketing - Simplified · Nonprofit Marketing - Simplified Advertising, Marketing &...

Nonprofit Marketing - SimplifiedAdvertising, Marketing & Social Media Workshop2018 Annual LSI Conference – The Garland Hotel, North Hollywood, CA

5/18/2018 Advertising Marketing & Social Media

Presented by:

Heather Edwards Marketing Committee Chair

Erika Garduño Social Media Chair

Larry McGrew Advertising Chair

LSI Marketing Committee Members


Overview of Presentation

Marketing for Success Creating a Simple Marketing Plan Technology in Marketing Social Media Breakout Session Discuss Project Results Q & A Open Forum


Presentation Takeaways

Marketing Made Easy Anyone can do it Keep it Simple Embrace Technology Social Media Works Tools and Resources Tip & Tricks


3 Key Platforms

Advertising

Marketing

Social Media


The 3 Core Platforms

Advertising is an audio or visual form of communication that employs an openly sponsored message to promote or sell a product, service or idea.

Marketing is finding or creating a market for your products and services. A nonprofit without marketing could soon be a nonprofit without a market.

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns.


Marketing Made Simple

Success

Advertising

Marketing

Social Media



Educating California’s Legal Support Professionals

Join Legal Secretaries IncorporatedHeather Edwards, LSI Vice President

Erika Garduno, Sccial Media Chair

Terrie Quinton, Erika Garduno & Larry McGrew, Marketing Committee

Marketing SuccessStrategies to Help You Become a Marketing Champion


Why is Marketing Important?

Marketing is a very important aspect in business as it contributes greatly to the success of the organization.

Production and distribution depend largely on Marketing.

It’s the livelihood of any organization.


Engage Your Team

Board of Directors Membership Business Partners Donors Event Sponsors Vendor Members


Marketing Materials

Advertising Contract Business Cards Connect with LPA/LSA Flyer Donation Letter Rack Card (brochure) Reserve Table (New Members) Scholarship Letter Thank You Letter (Donation)

Local Association Marketing Kit Sample Forms: https://www.lsi.org/local-association-marketing-kit/


Time & Manpower

• Designate one day a week –“Marketing Monday”

• Set aside 20 minutes a week• Assign new members with easy

tasks to get them involved• No chairman? No problem –

delegate or create a committee


Creating a PlanA Simple Strategy can Create Good Results


Level of Comfort


Design a plan that fits your needs, either small for smaller associations, or go grand for those that have the resources to “Go Big… Or Go Home.”

There is level for every association. Tailor it based on your needs.

Things to Include

Build Your Project Plan Know your Core Audience Tell your Story Manage the Process Measure Effectiveness of the Program


Apply Metrics

• Track Progress

• Measure Results

• Evaluate Program

• Adjust Accordingly


Quick Tip #1

1. Begin with a snapshot of your company’s current situation, called situation analysis.

2. Describe your target audience.3. List your marketing goals.4. Develop the marketing communication

strategies and tactics you’ll use.5. Set your marketing budget.

https://www.entrepreneur.com/article/241953

Use These 5 Steps to Create a Marketing Plan – by Entrepreneur Media, Inc.


Simple & Sweet

• Tools • Teams

• Results• Evaluate

Program

• Channels• Survey

Suggestions

• Audience• Materials• Timeline

Outreach Campaign

Brand Story

Manage Process

Measure Success


Brand Analysis

Logo Out of Date Apps Available Update all Marketing Materials Website/Social Media Platforms


Outreach Campaign

One or Multiple Campaigns Identify your Mission Showcase the Value in your Programs Database of Target Audience Project Task List w/Timeline Establish Goals Measure Results Make Changes if necessary


Quick Tip #2Why Nonprofit Advertising is Important – by JastineLumbres

• Donors did not like it when nonprofits use their donations for themselves (for Advertising). It was wasteful.

• Advertising was the tool nonprofits needed to gain exposure for the cause.

• Advertising helps attract donors, increase donations and educate.

• Nonprofits should incorporate advertising strategy as it will bring in more money for both the cause and their exposure.


Sponsor –Donor Campaign

Make Connection with Potential Sponsors and Donors

Ask to be included in the Annual Budget (August/September)

Giving Tuesday Year End Write-offs Donation Page on Website Donation Button


Digital Marketing Services

Enlist Help w/Outreach Constant Contact Vistaprint offers Digital Marketing

Services


Quick Tip #3

1. Develop Social Media Marketing Strategy.2. Discover what’s in it for them.3. Follow them back!

http://www.marketingprofs.com/articles/2014/24397/three-ways-to-increase-your-nonprofit

Three Ways to Increase Your Nonprofit’s Social Media Engagement – by Marketingprofs.com


Using Technology & Social MediaIncreasing Web Presence for Maximum Exposure


10 Benefits of SM Marketing

A Human Face and Voice Increases Communication Pathways Boost to Brand Awareness Develop Corporate Partnerships Geographic and Demographic Targeting Improvement of SEO Status Become an Intellectual Authority in Your Niche Customers and Employees Transition to Advocates

Testimonial Costs Kept Under Control Knowledge of Consumer Habits and Practices


Most Used Platforms

Website Facebook Twitter LinkedIn YouTube


Social Media Use in 2018 Pew Research Center – Internet & Technology

Demographics and Statistics released on March 1, 2018http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/


Creating a Website

Your website should be the face of your organization. The content should highlight your Mission and your Cause. Here is some information needed when creating a website: General Email Address Information about Organization Photos from Events Videos Helpful Links Cost Information Products/Services Personalize Domain (Optional)Need help with your website project?

https://stanislauscountylp.wixsite.com/sclpa


Why Businesses Love Facebook


Creating a Facebook Business Page

Content needed for your new Business Page: Information about your Organization Create Albums Create Events Link Your Website Appoint 2 Account Administrators Following/Liking Prospects WARNINGS: Posting using personal account or the

Organization’s information How much does it cost?

Here is a link provided from Facebook:https://www.facebook.com/business/learn/set-up-facebook-page


Quick Tip #4

Sign Up Your “About” Details Add a Picture Add to you Favorites Add your Audience Welcome to your Page Add Photos Add a Call to Action Review your Settings Start Engaging

https://blog.hootsuite.com/steps-to-create-a-facebook-business-page/

10 Steps to Create a Facebook Business Page (The Right Way) – by Andrew Pressault www.hootsuite.com


Securing Your Social Media Accounts

Company Website Account Number Login Information Password Who is the keeper of this information?


Quick Tip #5

1. Capturing a trending hashtag2. Adding convenience to donations3. Encouraging donations on the most popular platform4. Creating a movement through Facebook profile

pictureswww.inc.com/neil-patel/top-4-examples-of-effective-social-media-strategies-for-nonprofit-organizations

Top 4 Examples of Effective Social Media Strategies for Nonprofit Organizations – by Neil Patel, www.inc.com


Breakout ProjectCreating Outreach Campaigns


Outreach Campaign Project #1


Outreach Campaign Project #2


Advertising, Marketing & Social Media Workshop

Discussion Q&A Open Forum


Thank You,Your LSI Marketing Team


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