7 Changes to

Make in 2014#npchanges14

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

All-Access PassFor $199, attend as many live webinars as you want

for 90 days - both here and Kivi’s webinars at CharityHowTo.com

The Pass also includes:• Feedback and Fine-Tuning on your communications• Webinar Archive with recordings from last 3 months• Pass Library with downloads, checklists, and all our e-

books, including How to Create a Nonprofit Annual Report

• Private Facebook Group with other nonprofit marketers just like you

• Reduced office-hours rates with Kivi• Discounts on e-clinics and other training

Learn more at kivilm.com/pass

1 2 3 4 5 6 7

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

21 3 4 5 6 7

Create a REAL Email

Segmentation Strategy

Changes to Make in 2014

Age

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

31 4 5 6 7

Create More

Marketing Morsels

2

Changes to Make in 2014

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

41 3 5 6 7

Find Influencers

Who Could Break

Things Open

Changes to Make in 2014

2

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

51 3 4 6 7

Align Your Marketing &

Fundraising Goals

Changes to Make in 2014

2

“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.

61 3 4 5 7

Resist Multi-Channel

Content Dumping

Changes to Make in 2014

2

• 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

71 3 4 5 6

Find a Circle of Friends

in the Business

Changes to Make in 2014

2

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