+ All Categories
Transcript
Page 1: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Digital  Marketing  for    Non  Pro1its  

By:  Becky  Livingston  President  &  CEO  

Penheel  Marketing  

Page 2: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

About  Me  Becky  Livingston  ü  Owner  Penheel  Marke0ng  ü  25+  years  of  marke0ng  and  

technology  experience  ü  11  years  in  the  financial  

services  industry  ü  Social  Media  &  Digital  

marke0ng  professional  ü  Public  speaker  and  trainer  ü  Frequent  guest  blogger  ü  Dog  and  shoe  lover  

Page 3: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Agenda  •  Leveraging  digital  marke0ng  to  reach  goals  •  Increasing  membership  and  volunteer  efforts  via  digital  marke0ng  •  Developing  marke0ng  efforts  to  support  the  organiza0on’s  goals  •  Increasing  brand  awareness  

Page 4: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

What  is  digital  marketing?  Digital  marke4ng  is  marke0ng  that  makes  use  of  electronic    devices  (computers)  such  as  personal  computers,  smartphones,    cellphones,  tablets  and  game  consoles  to  engage  with    stakeholders.      Digital  marke0ng  applies  technologies  or  PlaSorms,  such  as    websites,  e-­‐mail,  apps  (classic  and  mobile)  and  social  networks.      Social  Media  Marke4ng  is  a  component  of  digital  marke0ng.    Many  organiza0ons  use  a  combina0on  of  tradi0onal  and  digital  marke0ng  channels.     Defini0on  from  Wikipedia  

Page 5: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Leveraging  Digital  Marketing  •  Blog.    Your  blog  is  your  greatest  digital  asset.    

•  Picture  It.  Did  you  know  visual  informa0on  is  processed  by  the  brain  60,000x  faster  than  wriXen  content?    

•  Mo4on.  Video  is  making  a  splash.  Adopt  a  video  strategy.    

•  Online  Essen4als.  Online  directories  (Guidestar)  and  social  media  targeted  to  your  personas.  

Image  Source:    Guidestar.com  

Page 6: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

How  To  Reach  Goals  q   Create  and  share  measurable  goals  with  your  team    q   Establish  credibility  from  the  start  q   Give  your  readers  reason  to  act  

Image  Source:  Fire  Spring  

q   Think  and  write  from              the  readers’  perspec0ve  q   Segment  q   Media  mix  q   Create  landing  pages  q   Measure  q   Report    

Page 7: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Strategy  Development  1.   Product:  Promote  the  product  /  service  benefits  based  

on  the  target  audience’s  core  values.    2.   Price:  Social  and  emo0onal  costs  rather  than  $$.  Figure  

out  how  to  reduce  the  ac0on  needed  as  much  as  possible  and  make  it  easy  and  stress-­‐free  to  perform  the  behavior.  

3.   Place:  How  and  where  can  people  perform  the  behavior?  You  have  a  small  window  of  0me  to  get  your  message  through  to  the  audience.  Go  where  the  audience  is.    

4.   Promo4on:  Consider  your  demographic  and  psychographic  criteria.  How  is  it  best  to  reach  them,  in  their  language.  

Page 8: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Strategy  Development,  cont.  5.   Publics:  Take  into  account  all  the  people  who  may  

impact  the  program’s  success.  This  includes  internal  and  external  publics.  

6.   Partnerships:  Organiza0ons  with  similar  goals,  target  audience,  interests,  and  resources.    

7.   Purse  Strings:  Be  crea0ve  and  proac0ve  in  seeking  funding  for  campaigns  from  corporate  partners,  founda0ons,  dona0ons,  and  government  agencies.    

Page 9: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Branding  •  Use  your  logo  and  color  scheme  across  all  marke0ng  channels  •  Use  a  consistent  mission  and  messaging  strategy  •  Ensure  everyone  knows  and  understands  the  brand  and  vision  •  Incorporate  and  promote  a  campaign  hashtag  in  social  media  •  Think  about  your  partners’  brands  and  how  you  might  co-­‐brand  a  campaign  

Page 10: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Branding  Example  

Image  Source:  H

ubSpot  

Page 11: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Branding  Example,  cont.  

Page 12: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Content  Marketing  

92%  

86%  

25%  

Study  by  Blackbaud  

52%  

“Nonprofits  are  turning  to  content  marke0ng  because  “spray  and  pray”  mass  marke0ng  isn’t  working.”  ~Kivi  Leroux  Miller,  President  Nonprofit  Marke/ng  Guide  

Page 13: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

20  Favorite  Content  Formats  1.  How-­‐to  Ar0cles  2.  Advice  Columns  3.  FAQs  4.  First-­‐Person  Anecdotes  5.  Defini0ons  6.  Trends  7.  New  Compila0ons  8.  Reviews  /  

Recommenda0ons  9.  Success  Stories  10. Personal  Profiles  

11. Popular  Facts  /  Figures  12. Lists  13. Where  to  find…  14. Legisla0ve  Briefings  15. Wish  Lists  16. Quotes  17. Partnerships  18. Leadership  

Perspec0ves  19. Survey  Results  20. Fact  vs.  Fic0on  

Page 14: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Content  Marketing  Schedule  

Image  Source:  Flash  Issue  

Page 15: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Content  Marketing  Tip  “For  nonprofits  without  any  resources  for  content  marke0ng,  focus  on  delivering  consistent  content  by  owning  just  one  channel.    

Be  the  go-­‐to  resource!”  ~Joe  Pulizzi,  Founder  the  Content  Marke0ng  Ins0tute  

Page 16: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Social  Media    

Image  Source:  Avectra  

Page 17: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Social  Media,  cont.  

Image  Source:  Waggener  Edsrom    

Page 18: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Social  Media,  cont.  

Image  Source:  Waggener  Edsrom    

Page 19: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

3  Ways  to  Increase  Social  Media  Engagement  1.  Develop  a  social  media  marke0ng  strategy  2.  Discover  what’s  in  it  for  “them”  3.  Follow  them  back!  

Page 20: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Email  Subject  Lines  •  Describe  the  candy  not  the  wrapper  •  Example:  rather  than  “Associa0on  NewsleXer  Volume  5”  in  the  subject  line,  tell  us  what’s  in  the  edi0on,  such  as  “How  to  Live  In  Harmony  with  Backyard  Wildlife”  

•  Emphasize  the  personal  value  of  your  content  •  Subject  lines  that  make  readers  think  “This  is  useful.”  “This  is  0mely.”  “This  is  about  me.”  Example:  “Is  slightly  dir0er  drinking  water  OK  with  you?”  

•  Avoid  telling  people  what  to  do.  •  Par0cularly  true  when  “help”  or  “donate”  are  in  the  subject  line.  Lean  toward  personal  value  in  subject  lines.    

•  Example:  “Where  to  dance  all  night  with  your  best  friends”  vs.  “Register  for  our  all-­‐night  dance-­‐a-­‐thon  fundraiser”  

Page 21: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Email,  cont.  Subject  Lines  •  Keep  it  short  •  Try  to  keep  it  under  75  characters.  Use  a  keyword  in  the  subject  line  to  help  with  SEO.  

 Formulas  •  Who  Else  Wants  [blank]?  •  The  Secret  of  [blank]  •  LiXle  Known  Ways  to  [blank]  •  Get  Rid  of  [problem]  Once  and  For  All  •  Here’s  a  Quick  Way  to  [solve  a  problem]  •  What  Everybody  Ought  to  Know  About  [blank]  

Page 22: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

A/B  Split  Testing  

•  Email  newsleXers  •  Your  social  media  copy    

•  Your  dona0on  buXon  call-­‐to-­‐ac0on  (color/text)  

•  Rewards  or  dona0on  0ers  

Image  Source:  Fit  Marke0n

g  

Page 23: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

What’s in your video? 6  ways  to  tell  your  story  and  inspire  ac0on.  

Advocacy  Stories  

Event  Stories  

Campaign  Films  

Vision  Films  

Impact  Stories  

Movement  Portraits  

Page 24: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Measurement  •  Return  on  Investment  (ROI)  •  (Revenue  –  Cost)  /  Cost  =  %  

•  Conversion  Rate  •  Cost  Per  Lead  •  Budget  /  #  of  Leads  =  $  

•  Revenue  Per  Lead  •  This  focuses  on  the  value  of  the  lead  to  your  organiza0on.  

•  Click-­‐Thru  Rate  •  How  many  clicks  are  happening.  

•  Percentage  of  Engaged  Visitors  •  Brand  Loyalty  

Page 25: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Measurement  Tools  •  Google  Analy0cs  and  Triggered  Events  •  Website  Analy0cs  if  other  than  Google  •  Google  /  Bing  AdWords  Campaigns  •  Social  Media  “Insights”  reports  •  Increases  in  “Join  Our  Mailing”  lists  

Page 26: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Measurement  Samples  

Page 27: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Measurement  Samples,  cont.  

*  Only  the  top  10  rows  are  show.  There  was  a  conversion  on  rows  11-­‐15.  

Page 28: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Measurement  Samples,  cont.  

Page 29: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

EXAMPLES  

Page 30: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Landing  Pages  &  Example  ü   Clear,  concise,  compelling  headlines  

ü   2-­‐3  sentences  about  the  offer/value  

ü   3-­‐5  bullet  points  about  the  benefits  

ü   Form  (3-­‐7  relevant  fields)  ü   Relevant  /  Compelling  image  ü   Social  sharing  buXons  ü   Branding  ü   On  submit,  directs  to  Thank  You  page  

Page 31: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Wish  List  Example  ü Sent  a  leXer  detailing  the  need.      

ü Clearly  state  requested  amount  $86  per  donor.    

ü Shared  aXached  list.    

ü Provide  updates  for  dona0ons  and  projects  completed.  

Image  Source:  B

est  F

riend

s  Animal  Society  

Page 32: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Case  Study:  Futures  Without  Violence  

Though  this  was  used  as  a  Facebook  post,  it  could  have  also  been  used  in  an  email  campaign,  newsleXer  story,  video  entry  image,  blog  post,  etc.    

Image  Source:  M

edia  Cause  

Page 33: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Case  Study:  Cleveland  Clinic  

Recipes  receive  more  shares  than  posts  featuring  other  subject  maXer.    

Image  Source:  M

edia  Cause  

Page 34: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Case  Study  –  Cornell  Labs  

Image  Source:  M

edia  Cause  

Page 35: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Parting  Words  

People  will  share  what  they  find  helpful.      If  you  want  your  community  to  share,  spread  the  word,  and  build  awareness  for  a  non-­‐profit,  provide  content  that  is  incredibly  useful  to  them.      

~  via  MediaCause.org  

“ “

Page 36: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Handouts  &  Free  Services  Handouts  •  Fill-­‐In-­‐The-­‐Blank  Headlines  •  Exploring  Metaphors  to  BeXer  Explain  What  You  Do  •  What  Topics  Do  You  Want  To  Be  Known  For?  •  Big  Picture  Communica0on  Time  Line  •  Annual  Campaign  3-­‐Week  Quick  Start  Guide  Free  Services  •  Google  and  YouTube  for  Nonprofits  (grants,  fee  online  adver0sing)  (hXp://www.google.com/nonprofits/)  

•  Facebook  for  Nonprofits  (hXps://www.facebook.com/nonprofits)  

•  Blog  Talk  Radio  (hXp://www.blogtalkradio.com/)  Other  •  MediaCause.org  

Page 37: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Who  is  Penheel  Marketing?  Social  media  and  digital  marke0ng  consul0ng  firm  for  CPA  firms,  small  businesses,  and  non-­‐profits.    

Marke4ng  Analy4cs  Website  analy0cs,  online    adver0sing  analy0cs.  See    which  sources  are  genera0ng    the  most  leads.    

Email  Send  personalized,  segmented    Emails  based  on  any  informa0on    in  your  contact  database.  

Search  Engine  Op4miza4ons  Improve  your  rank  in  search    engines  by  finding  and  tracking    your  most  effec0ve  keywords.  

Lead  Management  Track  leads  with  a  complete  0meline-­‐view  of  their  interac0ons    with  your  firm.  

Blogging  Create  blog  content  quickly    while  ge|ng  SEO  0ps  and    best  prac0ces  pointers.  

Social  Media  Publish  content  to  your  social  accounts,  then  nurture  leads    based  on  their  social  engagement.  

hXp://Penheel.com  

Page 38: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Resources  •  Marke0ng  Profs:  Strategic  Social  Marke/ng  for  Non-­‐Profits  •  Marke0ng  Profs:  Three  Ways  to  Increase  Your  Non-­‐Profit’s  Social  Media  Engagement  •  Nonprofit  Marke0ng  Guide:  20  Favorite  Formats  for  Nonprofit  Content  •  Nonprofit  Marke0ng  Guide:  Best  Email  Subject  Lines  for  Nonprofit  Email  NewsleXers  •  Savvy  Panda:  Get  Your  Nonprofit  Found  Online:  Digital  Marke0ng  Musts  •  Ge|ng  AXen0on.org:  What’s  in  your  video?  •  Fit  Marke0ng:  How  to  Become  a  Conversion  Rate  [image]  •  MediaCause.org:  Case  Study  Examples  •  Blackbaud:  Content  Marke0ng  for  Nonprofits  Study  2014  •  Manbyte:  Digital  Marke0ng  Measurement  in  2014  •  HubSpot:  Nonprofit  Branding  Techniques  Toolkit  •  NPTechForGood:  12  Must  Know  Stats  About  Social  Media  Fundraising  and  Cause  Awareness  

Page 39: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Brochures  Wri4ng  • Write  for  specific  audience  •  Emphasize  benefits  over  features  •  Include  a  call  to  ac0on    

Call  to  Ac4on  •  Make  it  obvious  and  highly  visible  •  Make  it  specific  •  Give  some  op0ons  

Page 40: Digital Marketing Tips and Strategies for Non-Profits

©  2014  Penheel  Marke0ng  

Brochures,  cont.  Design  Tips  •  Avoid  cramming  text  into  the  panels  •  Use  a  reasonable-­‐sized  font  •  Include  a  lot  of  white  space  •  Use  headings  and  subheadings  •  Include  photographs  and  graphics    Topic  Ideas  •  How  to  include  [Your  Non-­‐Profit]  in  your  estate  plans  •  10  0ps  for  ge|ng  the  most  out  of  volunteering  with  us  •  How  to  access  your  membership  benefits  online  


Top Related