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©	
  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	
  
©	
  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	
  
©	
  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	
  
©	
  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	
  
©	
  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	
  
	
  
©	
  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.	
  
©	
  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.	
  	
  
©	
  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	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Branding	
  Example	
  
Image	
  Source:	
  HubSpot	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Branding	
  Example,	
  cont.	
  
©	
  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	
  
©	
  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	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Content	
  Marketing	
  Schedule	
  
Image	
  Source:	
  Flash	
  Issue	
  
©	
  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	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Social	
  Media	
  	
  
Image	
  Source:	
  Avectra	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Social	
  Media,	
  cont.	
  
Image	
  Source:	
  Waggener	
  Edsrom	
  	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Social	
  Media,	
  cont.	
  
Image	
  Source:	
  Waggener	
  Edsrom	
  	
  
©	
  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!	
  
©	
  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”	
  
©	
  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]	
  
©	
  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	
  Marke0ng	
  
©	
  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	
  
©	
  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	
  
©	
  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	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Measurement	
  Samples	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Measurement	
  Samples,	
  cont.	
  
*	
  Only	
  the	
  top	
  10	
  rows	
  are	
  
show.	
  There	
  was	
  a	
  conversion	
  
on	
  rows	
  11-­‐15.	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Measurement	
  Samples,	
  cont.	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
EXAMPLES	
  
©	
  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	
  
©	
  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:	
  Best	
  Friends	
  Animal	
  Society	
  
©	
  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:	
  Media	
  Cause	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Case	
  Study:	
  Cleveland	
  Clinic	
  
Recipes	
  receive	
  
more	
  shares	
  than	
  
posts	
  featuring	
  
other	
  subject	
  
maXer.	
  	
  
Image	
  Source:	
  Media	
  Cause	
  
©	
  2014	
  Penheel	
  Marke0ng	
  
Case	
  Study	
  –	
  Cornell	
  Labs	
  
Image	
  Source:	
  Media	
  Cause	
  
©	
  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	
  
“
“
©	
  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	
  
©	
  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	
  
©	
  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	
  
©	
  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	
  
©	
  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	
  

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Digital Marketing Tips and Strategies for Non-Profits

  • 1. ©  2014  Penheel  Marke0ng   Digital  Marketing  for     Non  Pro1its   By:  Becky  Livingston   President  &  CEO   Penheel  Marketing  
  • 2. ©  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  
  • 3. ©  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  
  • 4. ©  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  
  • 5. ©  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  
  • 6. ©  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    
  • 7. ©  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.  
  • 8. ©  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.    
  • 9. ©  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  
  • 10. ©  2014  Penheel  Marke0ng   Branding  Example   Image  Source:  HubSpot  
  • 11. ©  2014  Penheel  Marke0ng   Branding  Example,  cont.  
  • 12. ©  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  
  • 13. ©  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  
  • 14. ©  2014  Penheel  Marke0ng   Content  Marketing  Schedule   Image  Source:  Flash  Issue  
  • 15. ©  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  
  • 16. ©  2014  Penheel  Marke0ng   Social  Media     Image  Source:  Avectra  
  • 17. ©  2014  Penheel  Marke0ng   Social  Media,  cont.   Image  Source:  Waggener  Edsrom    
  • 18. ©  2014  Penheel  Marke0ng   Social  Media,  cont.   Image  Source:  Waggener  Edsrom    
  • 19. ©  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!  
  • 20. ©  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”  
  • 21. ©  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]  
  • 22. ©  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  Marke0ng  
  • 23. ©  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  
  • 24. ©  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  
  • 25. ©  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  
  • 26. ©  2014  Penheel  Marke0ng   Measurement  Samples  
  • 27. ©  2014  Penheel  Marke0ng   Measurement  Samples,  cont.   *  Only  the  top  10  rows  are   show.  There  was  a  conversion   on  rows  11-­‐15.  
  • 28. ©  2014  Penheel  Marke0ng   Measurement  Samples,  cont.  
  • 29. ©  2014  Penheel  Marke0ng   EXAMPLES  
  • 30. ©  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  
  • 31. ©  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:  Best  Friends  Animal  Society  
  • 32. ©  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:  Media  Cause  
  • 33. ©  2014  Penheel  Marke0ng   Case  Study:  Cleveland  Clinic   Recipes  receive   more  shares  than   posts  featuring   other  subject   maXer.     Image  Source:  Media  Cause  
  • 34. ©  2014  Penheel  Marke0ng   Case  Study  –  Cornell  Labs   Image  Source:  Media  Cause  
  • 35. ©  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   “ “
  • 36. ©  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  
  • 37. ©  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  
  • 38. ©  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  
  • 39. ©  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  
  • 40. ©  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