NonProfit Content Marketing Strategy Workshop for ESCHouston Nov 2013
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NonProfit Content Marketing Strategy Workshop for ESCHouston Nov 2013
- 1. Develop a Strategy for Your NonProfit’s Web Content! Sarah M Worthy | sarah@worthytech.com | @sarahmworthy
- 2. What is Content Marketing? Think of it as the conversations between the people who support your .Org 2
- 3. Content Marketing Also: 1. Is always Harder than you think 2. is more Time Intensive than you’re board realizes 3. requires a full time expert for best success 4. is a long term, sustainability-focused strategy 5. is the new foundation for fully integrated digital marketing frameworks. 3
- 4. Early Adopters respond better to inbound marketing... ...late adopters respond better to outbound marketing Pull and Push Your Content
- 5. Why Web Content Marketing Matters Content Marketing ROI Whitepaper by Kapost and Eloqua Sustainable - “Per Dollar, Content Marketing Produces 3X More Leads”
- 6. Why Web Content Marketing Matters Content Marketing ROI Whitepaper by Kapost and Eloqua Content Marketing ROI Increases Over Time
- 7. Potential Donor searches the web your digital content Content Marketing Helps Your .Org Grow
- 8. What’s Your Biggest Challenge? 8
- 9. Our Agenda This morning: First: intro to content marketing with goal setting exercise second: integrate your donor personas into your content strategy third: using the web and social media to come up with engaging content fourth: draft your strategic web content marketing plan Sarah M Worthy | sarah@worthytech.com |@sarahmworthy |
- 10. About Sarah http://spaceuphouston.org http://startupdigest.com/Houston http://netsquared.org http://startupweekend.org @sarahmworthy | sarahmworthy.com | gplus.to/sarahmworthy 10
- 11. 1) Set Measure-able Goals Strategy 2) Identify Your Audience 4) Publish Content 3) develop your implementation plan Strategy shows you where to focus your resources, you’re not supposed to be talking across all channels.. find your niche.
- 12. Goals
- 13. What do you want them to do? Provokes Thought Motivates Action Sparks Emotion Each Piece of Content Should Have 1 Main Goal
- 15. Top 2013 NPO Communications Goals
- 16. Goal #1 - Acquire New Donors... SMART Goal #1 = Acquire at least 5% more first time donors through our website this month over last month.
- 18. Goal #2 - Engage Your Community SMART Goal #2 = Have at least 50 event registrations for our annual event from first time donors, and 10% more registrations overall compared to last year.
- 20. Goal #3 - Retain Current Members SMART Goal #3 = Increase annual membership renewals by 5% over last year’s renewal numbers.
- 22. Goal #1 ______________________________ Goal #2 ______________________________ Goal #3 ______________________________ Group Exercise - Write Down Your Top Goals
- 24. Develop Donor Personas Desire to Give Capacity to Give Your Target Audience Desire to Give to Your Cause Identify Your Ideal Donors, Volunteers, and Board Members
- 25. Mapping Your Donor’s Journey This Content Mapping Process is Part of a Free Persona Template: http://bit.ly/donor-template
- 26. Describe Your Ideal Constituent and Supporter Questions to Help You Develop Donor Personas Who would donate to my cause? Who’s attending our events? Who has given to us before? Who’s reading our email newsletters? Who wouldn’t donate to my cause? Who’s visiting our website? Where do my constituents live/work? What questions are donors asking us the most? Who’s donating to similar causes? how much do donors typically give? (one time and recurring)
- 27. Look to Social for Demographic Insights
- 28. Measure to identify -> Preferences -> Wants -> Needs A/B Test CMHouston.org
- 29. Trait #1 ______________________________ Trait #2 ______________________________ Trait #3 ______________________________ Group Exercise - Who’s Your Ideal Donor?
- 30. Your Plan
- 31. Focus on What’s Most Relevant What Your NPO Cares About What Your Donor Cares About Engagement requires Relevance
- 32. http://www.uxbooth.com/articles/complete-beginners-guide-to-content-strategy/ Identify Content Gaps
- 33. Copy my spreadsheet Template: http://bit.ly/smw-editorial-template Set-Up an Editorial Calendar
- 35. Logo in different sizes Be Prepared Staff Photos and Bios
- 36. Use Infographics to Create Visual Impact Reports https://create.visual.ly/graphic/google-analytics
- 37. use Google news and alerts for automation
- 38. December Example Week #1 theme: last minute gift giving ideasdonations as gifts Week #2 Theme: new year’s resolutions and where to party this new year’s eve locally Week #3 update email, blog, facebook with .org holiday closures Week #4: Closed for Christmas & New Year’s Homework - Develop Your 2014 Plan
- 39. Publish Content
- 40. Some Popular NPO Content Types
- 41. Homepage is the “Menu” of Options Responsive Content Design “Liquify” your Donation Form Internal Pages offer substance
- 42. Writing for a Responsive Web Concise, brief Top-Level Pages Internal Pages overviews Long-Form, In-Depth Coverage
- 43. http://flickr.com/sarahmworthy Personalize Each Donor’s Experience with Your .Org
- 44. Newsletters
- 45. Facebook
- 46. Content Curation vs Repurposed Content Content Curators photo source http://flockofweasels.com Repurposed Content
- 49. Curators Share Only the BEST Read Beth Kanter on Curation: http://www.bethkanter.org/13ntccur8/ Download a Free Book Online: www.nonprofitmarketingguide.com
- 53. Website Gaps: ______________________________ Social Media Gaps: ______________________________ Other Gaps: (mobile, email...) ______________________________ Group Exercise - Identify Web Content Gaps Your .Org Needs to Publish in 2014
- 55. Open Source CMS 30 Second Evaluation over 61 million sites are built on WordPress, primarily a publishing platform If you’re technical, Drupal can do just about anything, challenging for non-technical people to customize and manage Specifically built for nonprofits, out of the box functionality, “new kid” on the open source block. Great for largely content-focused websites, limited customizations and extended functionality.
- 56. My #Fave NPTech Resources www.aspirationtech.org www.idealware.org www.nten.org www.eschouston.org
- 57. Questions?
Notes de l'éditeur
- > I’m Sarah, and I’m going to spend this morning discussing the first steps to creating a successful content marketing strategy for your online fundraising programs. > Content strategy plans for the creation, publication, and governance of useful, usable content. > For the purpose of this workshop, I'm going to focus more on the "how to get started with content marketing on the web" This presentation has been prepared for the ESCHouston.org 2013 Workshop Series. Find additional nonprofit training classes as well as mentors, resources, and other support for new and growing nonprofit organizations on ESCHouston’s website: http://eschouston.org. Title: Getting a Handle on Your NonProfit’s Content Marketing Strategy! Description: This seminar will explain the key elements to managing your Nonprofit's Content Marketing Campaigns to attract new donors and increase online fundraising efforts. Attendees will learn:How to determine what content you need? How do you manage and organize your content on your website?How to Tell Your NonProfit's story on your website and social media to grow your cause Copyright 2013 Sarah M Worthy, Founder and CXO of Worthy Technology, Inc. This document is free for you to print, email, upload to your site, and share so long as you don't sell it or take credit for creating it originally. By including this cover slide above or a link and credit to the author please include a credit to the author (Sarah M Worthy) with a link to http://worthytech.com in any distributions (whole or part) and please do Share this if you find it valuable!
- Nonprofits have a distinct advantage with content marketing, and that's because you have a unique story that's not the "status-quo" of the corporate revenue/money first motto. Much like the U.S. military - they're selling hero-making, and freedom. And they want you to join along. The main thing to keep in mind is that the content should grab the attention of the target audience by giving them value for their time. The audience should be in a position to answer the question, ‘What can I take away from this message? What have I gained from the time I invested in viewing/reading this content?’ Defined: “Content marketing is a marketing technique of developing and publishing: --> relevant, valuable content (to your audience) --> that attracts and engages with --> your clearly defined and understood target audience – with the objective of driving action that aligns with your Organizations primary Goals.”
- inspired by/taken from http://searchenginewatch.com/article/2307123/5-Content-Marketing-Myths-That-Need-to-Die * hard because you’re building relationships through a middle-layer (the Internet/computers) which adds some complexity while giving you scalability in return. People don’t view your web communications as being directly from a human being. It’s like driving, they feel some anonymity because there’s a device in between them and you. You have to create such an integrated, personalized approach to your content marketing strategy that you remove that sense of anonymity when they interact with your Brand, and instead they have a sense of belonging to a group of like-minded, passionate, friends.
- Content isn’t just the web and SEO - people nowadays talk about a content strategy as if it’s solely digital/online, but it’s about the push and the pull, the full, integrated option via mashable.com: 1. It costs less than traditional, outbound marketing. Statistics show that content marketing costs 62% less per lead than outbound marketing. 2. People want to be in control of what information they receive and this is evident from these statistics:· 86% of people skip TV adverts· 44% of direct mail is never opened· 91% of email users have unsubscribed from a company email that they previously opted into --> people who find you through inbound or are part of your outbound marketing need to know what to do to support you - it's your responsibility to teach them how to "sell" your Organization's passion.
- Study compared paid search advertising to digital content marketing that demonstrates the value This type of information will help you get buy-in at your .Org to prioritize content marketing if you have a Board wondering why? A good content marketing strategy helps you develop content that will attract more targeted traffic to your website that converts and becomes a supporter.
- Study compared paid search advertising to digital content marketing This shows that over the long run, owning your content / media pays off too. The cost per lead goes down the longer you are doing content marketing because the wealth of content on your site has long lasting value
- Study compared paid search advertising to digital content marketing Point -> A good content marketing strategy helps you develop content that will attract more targeted traffic to your website that converts and becomes a supporter. -> you want to add new donors to your list of current donors - and keep your current donors from leaving. Some basic rules of thumb to go by are: 1. Have relevant content - posting daily about saving seals when you're a cancer research organization might not match your donors' expectations 2. Be consistent with the frequency of creating content across your channels. Having a predictable updated blog, for example, will bring readers back again and again to read what's new. 3. Have open, two-way lines of communication. Tell your story and be open to receive comments. You can't control the message, you can choose to respond to it with an open mind and heart.
- http://www.ragan.com/Main/Articles/24_stats_about_the_importance_of_content_marketing_46163.aspx This survey says the top 2 challenges for nonprofits with their content marketing is 1) not enough time or money (resources) and 2) producing interesting and engaging content I am not sure I entirely agree that these are your top two challenges with content marketing, I believe lack of a solid content marketing strategy is really the biggest challenge. Because when you prepare a solid strategy, these challenges (all of the ones listed) can be answered within your budget. Why aren’t you doing content marketing? Why don’t you have a strategy? But it’s not about doing content marketing; it’s about doing it well.
- Most nonprofits have the same concerns and challenges with their websites - this seminar aims to teach you how to look at your website from a new perspective to help you increase your online fundraising. No programming or high-tech skills are required to implement my recommendations. All you need is passion and a desire to learn and share! Ways to Manage and Organize Your Digital Content What I promised I’d tell you: The session will introduce the components of a successful nonprofit content marketing strategy and teach participants: · the steps to identifying your target audience's interests and needs (get started) · where to find ideas for content and share writing tips · how to format and re-purpose content and deliver it to multiple mediums efficiently · how to organize and prioritize your content There will always be more for us to learn. This is intended as a way to get started or see a new perspective on content marketing strategy. Throughout the presentation are links, "breadcrumbs" if you will, that lead you to more in-depth information from the best content marketers on the web.
- About Sarah and her roles working with nonprofits and technology companies to help bring their Brands to life on the web. Sarah builds online and offline communities around technology and shows people how to apply new tech tools to their business goals for greater ROI, increased Brand awareness, and long-term customer loyalty.
- Content strategy "plans for the creation, publication, and governance of useful, usable content." Your strategy is the plan that shows how you’ll meet the “4 P’s” of marketing with your content: Price, Position, Product(Service), Place How Much? What makes you different? What do you sell? Where are you, where is your audience? Strategic Components include: (how to determine the content you need) identify your audience and their interests/needs crafting your message with purpose setting goals (so you can measure if you’re succeeding) how to distribute content and repurpose content
- Goals start with figuring out what it is you want to accomplish with a marketing campaign.
- Do you want people to DO something (your content motivates them)? Do you want people to THINK something (your content educates them)? Do you want people to FEEL something (your content inspires or otherwise moves them)? As you develop content, always remember to align the message to your strategic goals. Adjust your content strategy to the context of where your website may have planning gaps
- Your goals help you ensure that your content aligns with your your organization’s big picture goals, and provide the framework for measuring and adjusting your strategy over time. Sadly, both for profit and nonprofit organizations typically focus on tactics and don’t take the time or spend resources on their strategy. Goals should be SMART S = what needs to be achieved for success M can you measure it? A is it possible? R is it possible for YOU/Your .Org (resources, time, money)? T is it timebound?
- Here’s some example goals - note that none of these are “SMART” goals yet -they aren’t specific, measureable, or time bound What are some of your goals for 2014? Let’s create some examples of how to convert these “wants” into SMART Goals acquire new donors engage community general brand awareness retaining current donors Big Picture Goals - Align to your Organization’s Overall Goals Brand Positioning, Awareness, Reputation, Influence/Social Change
- specific: first time donors on our website measureable: measure donors through analytics/conversion rates and donation forms on your website achievable? depends, how many donors do you usually acquire monthly? realistic: 5% isn’t that much, but it might be too much for you timebound: this month compared to last month
- Let’s look at how you add content that’s focused on attracting new donors If your goal is to acquire new donors, then your content strategy should focus on providing the type of information/content that allows them to find out how to donate, easily. Depelchin is an example - clear calls to action on how to give, including in-kind gifts. Content generated include the landing pages with information about how to give, the donations forms...
- specific: type of engagement is specific to the action you want them to take, in this case event registration is the action measureable: measure event registrations, and first time donors who register achievable? yes, probably (still depends on what’s normal for the size of your event) realistic: look at your past performance to judge the numbers timebound: this year compared to last year
- Here’s an example of content that is goal oriented around engaging iFest’s community to increase ticket sales of their upcoming event.
- specific: first time donors on our website measureable: measure donors through analytics/conversion rates and donation forms on your website achievable? depends, how many donors do you usually acquire monthly? realistic: 5% isn’t that much, but it might be too much for you timebound: this month compared to last month
- to retain members, you have to entertain them - “host them at your place” content for retaining members: photos and videos from your events (members-only events are a bonus) showing how much fun it is, how rewarding it is, to belong personalize the membership renewal notices remember to say thanks! Content focused on Retaining your donors/members/fans: advance your mission address member needs and pain points position your association as a trusted resource target a specific audience provide a call to action tell an engaging story that they relate to/about the individual people who care about your cause and .Org
- Take time to write down 1 to 3 goals. Make sure they are SMART goals: let’s work on examples together
- Let’s start with figuring out who you want to talk to and who wants to listen, and join the conversation about your cause
- First, Identify your audience - develop personas to truly understand the people who are interested in giving to your cause. People are more likely to trust and contribute to a nonprofit when they have a relationship with it. when people engage with your content, they feel like they have a relationship. In addition to the 6 elements I mentioned, there’s also the People element. Before you ever start writing down content, determine who you’re talking to, who do you want paying attention to your message and acting on it?
- Here’s a free template you can download to help you map your donor’s journey. Get a template to help with your content mapping process: http://www.contentmarketinginstitute.com/wp-content/uploads/2011/04/BarbraGago_Persona_Mapping_Templates.pdf 1) Identify who your target audience is 2) what are the questions typically asked - tip* go to your sales / fundraising team and ask them what questions people ask most, have them write down FAQ’s and send to you 3) what are the answers to the questions asked, how does your solution fit into the answer? 4) prioritize the content 5) find out what content you have that answers those, get that out to your audience 6) identify holes, what questions haven’t you answered? 7) create those answers
- how do you know what’s interesting to your audience and what you need to write content for and have on your website? You ask questions and research answers Here are some questions you can use to help as you research your buyers
- How do you start identifying your audience? Find out demographics, content that people retweet, and see who’s following and who’s sharing Data collection helps: * identify trends and leverage them to shape existing programs and create new ones that best meet member needs • gauge and report effectiveness and outcomes in order to meet funding and revenue goals and • better focus and allocate resources
- I want to demonstrate the importance of testing and measuring your content all the time. CMHouston changed some things: little girl on the left vs right, email sign-up, buy tickets they test these frequently and change things up based on what their analytics and website reports tell them. email newsletter sign-ups were part of a goal for one marketing campaign and they featured it prominently in the upper right on their homepage. As they changed their goals, they changed the homepage to put those goal-focused calls to action front and center of visitors. In her groundbreaking article, Content Strategy: the Philosophy of Data, Rachel Lovinger said:"The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively."
- let’s work on examples together try to focus on traits that your ideal donor has in common with you/your organization’s culture
- next, let’s talk about how to strategically develop your message to include in your different communications/conversations
- Now that you know who’s listening, Let’s figure out what you’re going to say - so you get your message across and don’t bore them to tears. ;) Your audience wants something special. So give it to them. When you're reassessing your content strategy, it's not just about what you offer, it's about how your donors feel when they give. Address their Needs and their Pain Points ---? What can you do for your members that they can’t do for themselves? ---? How is the content your provide going to help them improve their business or advance their career? What do you want to say? (focus your message around your goals) What does your audience want to hear? (not as much as you have to say) You need a balance (cheese on top of brocoli example)
- Part of crafting your message involves first identifying what content you have, and what content you need. From: http://www.uxbooth.com/articles/complete-beginners-guide-to-content-strategy/ "AnalyzeIn this phase, strategists figure out what what kind of content they’re dealing with. Jonathan suggests: Ask questions about content, right from the start. Utilize user research or personas to decide what content is needed. Answer the question, “who cares?” Carry out a content audit, and/or a gap analysis. CollectHere we figure out (or plan for) the commonalities across our website’s content. Jonathan recommends: Establish key themes and messages. Write a plan for creating and commissioning content. Insist that the client plans for content production over time (an editorial calendar). PublishIn this phase, we’ll see our content through to publication: where does it live on the website and how does it get there? Jonathan recommends: Annotate wireframes and sitemaps to explain how both interaction and content will work. Specify CMS features like content models, metadata, and workflow based on the content strategy. Write and aggregate your killer content. ManageAfter we’ve published content, it’s time to look back, see what worked, and plan for the future. Jonathan says: Write comprehensive copy decks, based on common templates. Write a style guide for tone of voice, SEO, linking policy, and community policy." Content with a Purpose: To save time with this process, ask why you want to create each piece of content... is it to: Attract more program participants? Increase the number of event attendees? Expand your volunteer roster? Grow your mailing list? Diversify your supporters? Encourage donors to give more money? Get reporters to call you for quotes? Position your staff as leaders in your field? Drive more traffic to your website? A content strategy can do all of these things, but you need to pick the primary goal, so that you have something to build your strategy around. You can‘t be everything to everyone. And you aren‘t alone in using content marketing as a strategy. That‘s why it‘s so important to set a clear goal, to define your audience (we‘ll call them your participants and supporters here), and to limit your niche – the focus of your content – to something you can really become known for.
- your editorial calendar is where you start writing down your plan, and keep track of content that you’ll create along with deadlines, content ownership (who’s making each item?), and metrics as you collect them on content marketing campaign results. -> help you see the content you need to create over the next several days, weeks, and months, -> helps you list out content themes and distribute them by channel (e.g., a calendar for your newsletter and another for Facebook), by audience (e.g., how you'll communicate with parents this month, versus communicating with teachers), or by program (e.g., so you see how different programs are included throughout your communications channels). -> help you prioritize. You probably can‘t do everything that‘s being asked of you. You can‘t even do everything that you want to do. By mapping out in a grid or on a calendar your opportunities to communicate, you start to see the limitations that are really on you. help you see what’s working and what’s not over time the simple solution is a shared Google Docs spreadsheet. Ours uses a new tab for each month primary type, a list of channels, and I also use a tool called Asana
- one thing that I’ve learned from experience as a digital marketer is that consistency matters most if your supporters are used to a certain date for released content, try and have something fairly regularly. think about how music and videos are released on the same day every week Establishing a Communication Schedule Daily - twitter updates, user generated content, alerts related to your cause Weekly - new blog post, photo gallery, short video, offline media buys, participation in an event related content, website updates monthly - this is where you want to produce something significant, maybe it’s a monthly impact report, newsletter, whitepaper/research paper, offline gathering like a twetup, Quarterly - research-based whitepaper, e-book series, produce a video series, create an animated infographic, contest or sweepstakes winners, talk about your cause (case study) bi-annual experiential event/content, print brochure/PDF to download Annually - host a roundtable and record the event, produce an annual industry whiepaper or ebook, speak or present at an annual conference, announce and launch a contest or sweepstakes, update web presence with new story, new tool set, create and launch an iPhone app/Facebook app Some questions to ponder include: Do you need multi-user capabilities for a large team? Do you need different levels of access (author, editor, administrator, etc.)? What dates are necessary to track (i.e. author assignment, draft due date, editor review date, publishing date)? How would you like to assign tasks to people? Do you need a place to store ideas or files for collaboration?
- Create a media library for your online marketing that includes the core items you’ll need often to save time . You want to have a variety of images, and pre created content ready to save time. Collect bios and headshots from your staff and Board, get photos of your volunteers, your mission statement, annual report together in one place where you can find it. Logos, in various sizes and colors Online and print resolution, color and black-and-white. Include resolution, size, and/or colors in the file names so it‘s easy to see which is which. Photos With captions, sources, and any restrictions. Bios and Head Shots For all key staff and board members — anyone who is considered a ―public face‖ of the organization.
- let’s work on examples together try to focus on traits that your ideal donor has in common with you/your organization’s culture
- now that we’ve talked about how to connect your Goals to your content’s messaging, I’ll go into how to determine where to distribute your content for the best results I’m going to run through some of the tactical how-to’s quickly so we have time to get through everything, however I’m happy to answer questions later on, and we have a number of tactical webinars and upcoming trainings at Tendenci.com/events
- this study shows what content types nonprofits believe they’ll produce the most of, beginning with email newsletter articles B2B vs NonProfits Content Types #1 NPO = Email Newsletters compared to #4 for B2B #2 Facebook vs Social #3 Event Marketing vs #3 Blogs #4 website articles vs email articles business’s are putting more content on their website and nonprofits are putting more out in email?
- meta data for all devices: title and description should work in any device first 3-5 words are always the MOST important users won’t want less when they’ve drilled down into a single content item
- Reverse Pyramid concept: top level pages should be more visual and focused on getting the user to the final destination on your site they came for Adaptive content is structured so that a single item can be displayed across a multitude of devices in a multitude of formats. When crafting content for the responsive web, your homepage and landing pages should have the most important highlights and then link to more information on internal pages. http://en.wikipedia.org/wiki/Inverted_pyramid Where do we start? Here’s some more resources: Content Strategy: COPE (Create Once, Publish Everywhere) Select a CMS (Content Management System) that allows you to define custom content types and fields. Identify a Content Strategist who knows your content, knows your platform and can develop a future-proofed structure or model for your content. http://www.slideshare.net/LaceyKruger/adaptive-content-for-futureproofed-world http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365 A Future-Proofed, Adaptive Content Model Web Writing for the 21st Century: Be concise and make your key point within the first 3-5 words. Beware the WYSIWYG: Only use the WYSIWYG for the meat, or substance of your content. Extract any data you can into separate fields in your CMS to allow for more flexible displays. Consistent Substance: Users will want to see the same substance (i.e. the same article, story, etc.) once they drill down into your content no matter what device they’re using so keep it consistent. Never truncate or show less for mobile. Meta Data for All Devices: Make sure your Titles, Descriptions, Images, etc. will render well or resize for different screen sizes.
- Develop Donor Persona’s to help you personalize their journey The easiest way to differentiate is to develop a culture of philanthropy that focuses on the donor’s experience along each step of the way. As you do so, make sure that you’re also taking the time to walk their path through your site yourself, and experience the journey from their point of view. Let’s look at some examples of developing messages that align with your goals Give your supporters many paths to get to the information they want. What happens when you go to the website, review some of the materials on that website and fill out a form?
- Goals: Increase Donations, Increase Engagement, Increase Retention NPO Email Tips:-> Social Media Share Buttons-> Majority is Viewed on Mobile-> Include Ask/Call to Action-> Use Triggered Events 80 Email Subject Lines that work for NPO’s
- Goals: Increase Donations, Increase Engagement, Increase Retention Engagement - relevancy, colorful, matches expectations Thank your fans - retention Increase Donations/Fundraising with links back to your website where they can engage with you more, because people like to find new things on facebook, but not necessarily donate/buy on facebook
- Key Tip: Your participants and supporters are not interested in connecting with a 501(c)(whatever). They are interested in connecting with people who share their values, or people who can help them, or people who are fighting for the kind of change they too want to see in the world. It‘s all about being real. re-runs, syndication, b- roll, and other techniques to reuse and repurpose the content they've created. So, how much fresh content does a nonprofit really need to create? Figure out how much content you really need (we‘ll get to editorial calendars shortly). Now shoot for making 50% of that original content that you create. The other 50% will be content that is repurposed from older content (or curated content) that you remix or reheat into something new. ** be the professional social network in your industry (for associations)
- Repurposing content you created
- I curate the Startup Digest weekly for Houston. My objective is to submit a short, highly curated (best of the best) events in Houston focused on a niche community - technology startups and those who invest or work/want to work for a tech startup in Houston. We look at key email metrics to analyze our effects every week: Tips for improving your Open/Click rates:- Feature only the good stuff. If you include a ton of events, cut it down to only the events you really love so it's easier for readers to pick where to go this week. - Take out all bitly or URL shortener links. Gmail flags these as spam.- Stay consistent. If readers always know when to expect your digest every week it'll become a habit to check out what you feature.- Personalize your cover letter in your digest. A lot of curators have started featuring local companies and good people to meet in the community and readers like to hear about them.
- re-runs, syndication, b- roll, and other techniques to reuse and repurpose the content they've created. So, how much fresh content does a nonprofit really need to create? Figure out how much content you really need (we‘ll get to editorial calendars shortly). Now shoot for making 50% of that original content that you create. The other 50% will be content that is repurposed from older content (or curated content) that you remix or reheat into something new.
- Goals: Increase Donations, Increase Engagement, Increase Retention sponsorship PDF to download (fliers too) and online donate button engagement - livestream events with people designated to chat with the online audience and ask questions increase retention - wiki for people to add and update their own experiences/stories from our events You’re aiming for a relationship, not just a transaction
- membership and volunteer programs bring your audience closer inside your .Org and provide ongoing engagement opportunities to keep them coming back
- consider your volunteers, organizers and partners and give them all visual proof that they are doing something of value
- Take time to write down 1 to 3 gaps in your content now. Where are you hearing the same questions over and over from customers, donors, members, and/or staff that could be answered in a help file or wiki page, for example, for anyone to find? What social media conversations are your donors engaged in that you’re not? let’s work on examples together
- http://blog.tendenci.com/the-houston-google-team-talks-google-for-nonprofits-at-our-june-netsquared-meetup/
- I won’t go in depth here, but your website CMS is a crucial tool in your content marketing plan. Most nonprofits will need a CMS unless you’re lucky to have a staff that consists of experienced programmers and web designers. Does everyone know what a CMS, aka a Content Management System is? Show of Hands and don’t feel like you should already know - most people don’t know what a CMS is. Even many engineers and people with technical jobs. A CMS is basically a pre-packaged software application that creates the website itself and has been designed to make it easier for non-technical people to make changes to their website. Here’s a little more details and I’ll have a handout for you with a checklist to help you evaluate different CMS platforms and find the one that’s right for you. Open Source vs. Proprietary? Cons of O.S. --> it isn’t really free and comes with technical management requirements that someone has to be paid to do Cons of Proprietary --> you don’t own it, and you can’t take it with you (ie Common Ground example) Some Features Your CMS should include: SEO capabilities Mobile Accessibility Content Collaboration tools - how easy is it to add content, how easy is it for others to add content? Community management personalization (can it be customized to match your brand? social media integration ability to export/import data events - calendar and online registration tools membership management donation management payment integration reporting tools
- Here are some great, neutral organizations that provide Free training and resources for nonprofits looking for technology advice and recommendations. Each of these organizations is a nonprofit dedicated to helping other nonprofits get a handle on technology. Use them and learn from them - they are my primary resources for learning all this nonprofit tech stuff!
- Questions? Who wants to evaluate their website? Time to demo any of what I’ve talked about? What format has worked well for you? How do you find time to create content? What are the best channels for promoting your content? If you haven’t yet gotten started with content marketing, what is holding you back?
- Connect with me on LinkedIn: http://linkedin.com/in/sarahmworthy Google Plus: http://gplus.to/sarahmworthy