© 2014 Penheel Marke0ng
Digital Marketing for Non Pro1its
By: Becky Livingston President & CEO
Penheel Marketing
© 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
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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
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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
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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
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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
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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.
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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.
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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
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Branding Example
Image Source: H
ubSpot
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Branding Example, cont.
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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
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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
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Content Marketing Schedule
Image Source: Flash Issue
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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
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Social Media
Image Source: Avectra
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Social Media, cont.
Image Source: Waggener Edsrom
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Social Media, cont.
Image Source: Waggener Edsrom
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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!
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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”
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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]
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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
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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
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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
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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
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Measurement Samples
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Measurement Samples, cont.
* Only the top 10 rows are show. There was a conversion on rows 11-‐15.
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Measurement Samples, cont.
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EXAMPLES
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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
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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
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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
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Case Study: Cleveland Clinic
Recipes receive more shares than posts featuring other subject maXer.
Image Source: M
edia Cause
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Case Study – Cornell Labs
Image Source: M
edia Cause
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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
“ “
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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
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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
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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
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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
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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