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1. Develop a Strategy for Your
NonProfit’s Web Content!
Crafting Content Marketing Campaigns that Attract and Retain Donors!
Sarah M Worthy | sworthy@tendenci.com | @sarahmworthy | @tendenci
Abbrev.
Version

2. What is Content Marketing?
Yourwebsiteshould
removeanybarriersto
donatingforvisitors
Think of it as the conversations between the people who
support your .Org

3. Pull and Push Your Content
Early Adopters respond better to inbound marketing...
...late adopters respond better to outbound marketing
ContentMarketing
IntegratesInbound
andOutboundTactics

4. “Per Dollar, Content Marketing Produces 3X More Leads”
Why Web Content Marketing Matters
Content Marketing ROI Whitepaper by Kapost and Eloqua

5. Content Marketing ROI Increases Over Time
Why Web Content Marketing Matters
Content Marketing ROI Whitepaper by Kapost and Eloqua

6. Attract New Donors and Keep Them Coming Back for More!
Web Content Marketing Helps You Grow
Potential Donor searches the web
your digital content

7. What’s Your Biggest Challenge?#1=NoTimeor$
#2=Boring

8. Here’s What We’ll Discuss Today
Nowthatwe’ve
coveredtheWhy,
here’stheHow...
The Components of a Successful Content Strategy
Low-Tech Ways to take Advantage of Digital Tools
Real Examples -> How do You Tell Your NonProfit’s Story on
Your Website and Social Media?
Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci
**bonus**
Developing Your Content Strategy for Mobile Devices

9. My Goal Today is to Show You
How to Get Started
Raiseyourhandifyou
haveacontent
strategy?

10. Strategy
Strategy
shows
you
where
to
focus
your
resources,
you’re
not
supposed
to
be
talking
across
all
channels..
find
your
niche
1) Identify Audience
3) Identify Your Unique Message
4) Publish Content
2) Set Measureable Goals

11. Identify Your Audience

12. Show Their
Impact StartupWeekend.or

13. Goals

14. What do you want them to do?Step2:SetGoals
Each Piece of Content Should Have 1 Main Goal
Motivates Action
Provokes Thought
Sparks Emotion

15. Your Message

16. Personalize Each Donor’s
Experience with Your .Org
Maketheirjourneygo
straighttoyour
website

17. Publish
Content

18. Implementation Strategy
Editorial Calendar
Web Writing RepurposeSEO
Content Management
Distribution

19. 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.
Use a Content Management System (CMS)

20. Save Time with
Content Templates
Predefinedfieldsand
templatesmakeit
easiertocontrolhow
contentisadded.

21. Event
Template

22. Responsive Content Design
ContentStructure
dependsonhow
“deep”intothesitea
visitoris.
Homepage is the
“Menu” of Options
Internal Pages
offer substance
“Liquify” your
Donation Form

23. Content Curation vs
Repurposed Content
WhatdoImeanby
Repurposingand
CurationofContent?
Content
Curators
photo
source
h2p://flockofweasels.com
Repurposed
Content

24. Your Web Content Strategy
Tip:Tailoryour
messagingbasedon
howinvolvedwithyour
organizationtheyare.
Speak Differently to Your Audience than Everyone else to
rise above the noise
Collaborate to get your content written - engage and ask your
supporters to help you
Keep your plan flexible and be willing to adjust based on
your audience’s feedback and your NPO’s resources
Be Clear About Your Goals Because they’ll be Your Roadmap
showing you where you’re going, where you’ve been, and
where you are right now.
Periodically measure where you are in relation to your plan,
pause and be honest when it’s time to change something.

25. Don’t Forget the People
Personalizeyour
messagesbetterby
writingjusttoone
personatatime.
www.schipul.com/people

26. My #Fave NPTech Resources
HoustonNetsquaredis
alocalresourcefor
NPO’sandNPTechPros
www.nten.org www.eschouston.org
www.idealware.org
www.netsquared.org
www.meetup.com/NET2Houston
www.aspirationtech.org

27. Questions?
Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci

28. Hello,mynameis
SarahandI’ma
volunteerandaGeek!
Content Community Challenges
http://spacepts.com
http://spaceuphouston.org
http://startupweekend.org
http://startupdigest.com/Houston
http://tendenci.com
@sarahmworthy | @tendenci | @spaceuphou | @spacepts | @schipul | @NET2Houston
I’m Passionate about #NPTech

29. Thank You for Attending!
Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci

30. Want More? Of Course You Do!
Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci
Register for these
Upcoming Seminars:
Factors Every Nonprofit Website Needs for Effective Online Fundraising
August 13, 2013 - Tuesday - Register On the ESCHouston.org Website
November 19, 2013 - Tuesday - Register On the ESCHouston.org Website
Getting a Handle on Your Nonprofit's Content Marketing Strategy!