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BASICS: Nonprofit
Marketing & Communications -
e-Philanthropy
Friday, November 6, 2015
Phil DiMartino
Associate Director, ...
What We’ll Cover
•  Marketing & Communications Overview
•  Integrated Campaign Example – BU Giving Day
•  Diving In
–  Web...
Overview
•  Print
–  Signage, Banners, Posters, etc.
–  Direct Mail
–  Brochures, One-Sheets, Hand-Outs
•  Email
•  Events...
•  Who is your audience?
– Donors & prospective donors
– Public & private funders
– Media
– Public policy interests
– Gene...
•  Effective messages are:
– Concise
– Simple
– Concrete
– Unexpected
– Memorable
– Emotional
Overview
•  Building Out a Marketing Plan
– Benchmarking and Concept Development
– Building a Timeline
– Internal Buy-In
– Brand De...
IntegratedMarketingforFundraisingExample
1.  Concentrated Effort
2.  Coordinated Messaging
3.  All Channels Activated*
4. ...
Use Case: BU Giving Day 2015
5,009 Donors
$1,046,970.30 Raised
Principle #1 – Concentrated Effort
Principle#2–CoordinatedMessaging
Giving Day 2015 - Postcard
The image cannot be displayed. Your computer may not have enough memory to open the image, or t...
Giving Day 2015 –Video
GivingDay2015–AdditionalCollateral
Giving Day 2015 – SocialToolkit
Giving Day 2015 – SocialToolkit
GivingDay2015–StudentPhotos
GivingDay2015–Website
Giving Day 2015 – Emails
GivingDay2015–ThanksVideo
Principle #3 – All Channels Activated*
Mail Email Social Phone
In-
Person
Alumni
Parents
Students
Faculty/Staff
Audience-s...
2,945
5,009
3,126
5,673
0
1,000
2,000
3,000
4,000
5,000
6,000
FY14 FY15
Donors Gifts
Principle #4 –Track & Adjust
$0.00
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
$800,000.00
0
500
1,000
1,500
2,...
$0.00
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
0
500
1,000
1,500
2,000
2,500
Al...
Principle #4 –Track & Adjust
Key Metric For 2016
19% of all 2014 Giving Day donors were
retained on Giving Day 2015
ApplyThis AllYear Long!
Loyalty
Society
Launch
Diving In – Online Giving & Mobile
bit.ly/MarComPreso04
Diving In – Online Giving & Mobile
bit.ly/MarComPreso01
Diving In – Online Giving & Mobile
bit.ly/MarComPreso01
Diving In – Online Giving & Mobile
Source: Care2 Research
bit.ly/MarComPreso02
Diving In – Online Giving & Mobile
https://www.google.com/webmasters/tools/mobile-friendly/
bit.ly/MarComPreso03
•  Your Web Presence Should Be:
– Mobile Responsive
– Easy to Navigate
– Visually Appealing
– Full of current/relevant con...
•  Metrics You Should Be Considering:
– Unique Visitors
– Bounce Rate (Global Avg. = 40.5%)
– Referrals
– Average time on ...
•  Your Online Giving Forms:
–  Easy to find/use (fields, pages, time)
–  Conversion rates
–  Designations (dropdown, writ...
•  What Should You Be Thinking About?
– Frequency
– Timing
– Content
– Subject Lines
– Sender
– Calls to Action
– Segmenta...
Diving In – Email (examples)
6 Reasons To Make Your
Gift Today
Diving In – Email (examples)
This Time Last Year…
Diving In – Email (examples)
Will You Be The BU Boss?
•  Where Did You Go?
–  Addresses
–  Employment
–  Social Mining
Diving In – Email (examples)
•  Social Media
–  What channels are your constituents on?
–  What channels are you on?
–  What channels should you be on?...
•  Facebook
–  1.55 Billion Monthly Users
–  72% of online Adults visit Facebook at least 1x/month
–  1.01 Billion Daily U...
Diving In – Social Media
Diving In – Social Media
Diving In – Social Media
Organic vs. Paid Reach on Facebook
3 Years Ago
If You Build It, They
Will See It
Today
If You Pay...
Facebook Reachpocalypse (2014)
Diving In – Social Media
Facebook Reachpocalypse
4,000:
FB
50,000:
Twitter
Diving In – Social Media
How To Combat The Reachpocalypse
Pay The
Zuck
Diving In – Social Media
How To Combat The Reachpocalypse
Diving In – Social Media
What Are You Looking For?
•  Donors and Dollars
•  Posts and Ads
•  Cultivation
•  Building a Culture of Philanthropy
•  P...
What Kind Of
Content Works?
•  Visually Appealing
•  Student-Focused
•  Impact-Based or
Newsworthy
•  Interactive
•  Nosta...
Diving In – Social Media
bit.ly/MarComPreso09
•  Activating Ambassadors
•  Gamifcation
•  Incentivization
Getting Your Content Out in Other Ways
Diving In – Social Media
•  Twitter
•  Working with Ambassadors
•  Time-Bound
•  Instagram
•  Stewardship
•  Cultivation
•  YouTube
•  LinkedIn
•  ...
Young users are using snapchat more than other platforms
Snapchat knows young users are a potential goldmine
Why You Can’t...
Video is a multi-channel tool
Diving In – Video
Email
Facebook
Twitter
Instagram
Video as a Tool To Refresh Tired Messages
Diving In – Video
Diving In – Video
Video as a Way to Say Thank You
•  Defining Audience, Building Campaign
•  Keys to a campaign
–  Concentrated Effort
–  Coordinated Messaging
–  All Chann...
•  Questions?
•  Thank you!
Wrap Up
Phil DiMartino
Boston University
phildi@bu.edu
617-358-6466
@PhilDiMartino on Twitter
Links!
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Nonprofit Marketing & Communications - e-Philanthropy

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Create a marketing strategy for your non-profit from scratch! This presentation covers a Marketing & Communications Overview, an
Integrated Campaign Example (BU Giving Day), details on, Web Presence, Online Giving, and Mobile, Email, Leveraging Social Media, and The Role of Video.

Publié dans : Marketing
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Nonprofit Marketing & Communications - e-Philanthropy

  1. 1. BASICS: Nonprofit Marketing & Communications - e-Philanthropy Friday, November 6, 2015 Phil DiMartino Associate Director, New Media Fundraising for Annual Giving | Boston University
  2. 2. What We’ll Cover •  Marketing & Communications Overview •  Integrated Campaign Example – BU Giving Day •  Diving In –  Web Presence, Online Giving, and Mobile –  Email –  Leveraging Social Media –  The Role of Video •  Summary/Wrap
  3. 3. Overview •  Print –  Signage, Banners, Posters, etc. –  Direct Mail –  Brochures, One-Sheets, Hand-Outs •  Email •  Events •  Web Presence –  Giving Forms, Websites •  Social Media •  Video •  Internal Communications
  4. 4. •  Who is your audience? – Donors & prospective donors – Public & private funders – Media – Public policy interests – General public Overview
  5. 5. •  Effective messages are: – Concise – Simple – Concrete – Unexpected – Memorable – Emotional Overview
  6. 6. •  Building Out a Marketing Plan – Benchmarking and Concept Development – Building a Timeline – Internal Buy-In – Brand Development – Creation of Marketing Materials – Posting/Sending Schedule – Execution of Campaign – Tracking, Reporting, Adjustments Overview
  7. 7. IntegratedMarketingforFundraisingExample 1.  Concentrated Effort 2.  Coordinated Messaging 3.  All Channels Activated* 4.  Track & Adjust *Audience-specific
  8. 8. Use Case: BU Giving Day 2015 5,009 Donors $1,046,970.30 Raised
  9. 9. Principle #1 – Concentrated Effort
  10. 10. Principle#2–CoordinatedMessaging
  11. 11. Giving Day 2015 - Postcard The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  12. 12. Giving Day 2015 –Video
  13. 13. GivingDay2015–AdditionalCollateral
  14. 14. Giving Day 2015 – SocialToolkit
  15. 15. Giving Day 2015 – SocialToolkit
  16. 16. GivingDay2015–StudentPhotos
  17. 17. GivingDay2015–Website
  18. 18. Giving Day 2015 – Emails
  19. 19. GivingDay2015–ThanksVideo
  20. 20. Principle #3 – All Channels Activated* Mail Email Social Phone In- Person Alumni Parents Students Faculty/Staff Audience-specific channel planning:
  21. 21. 2,945 5,009 3,126 5,673 0 1,000 2,000 3,000 4,000 5,000 6,000 FY14 FY15 Donors Gifts Principle #4 –Track & Adjust
  22. 22. $0.00 $100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00 $600,000.00 $700,000.00 $800,000.00 0 500 1,000 1,500 2,000 2,500 New Reactivated LYBUNT FY15 Second Gift FY14 Donors FY15 Donors FY14 Dollars FY15 Dollars Giving Day – DonorTypes
  23. 23. $0.00 $100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00 $600,000.00 $700,000.00 0 500 1,000 1,500 2,000 2,500 Alumni Student Parent Faculty/Staff Friend FY14 Donors FY15 Donors FY14 Dollars FY15 Dollars Giving Day – Constituencies
  24. 24. Principle #4 –Track & Adjust Key Metric For 2016 19% of all 2014 Giving Day donors were retained on Giving Day 2015
  25. 25. ApplyThis AllYear Long! Loyalty Society Launch
  26. 26. Diving In – Online Giving & Mobile bit.ly/MarComPreso04
  27. 27. Diving In – Online Giving & Mobile bit.ly/MarComPreso01
  28. 28. Diving In – Online Giving & Mobile bit.ly/MarComPreso01
  29. 29. Diving In – Online Giving & Mobile Source: Care2 Research bit.ly/MarComPreso02
  30. 30. Diving In – Online Giving & Mobile https://www.google.com/webmasters/tools/mobile-friendly/ bit.ly/MarComPreso03
  31. 31. •  Your Web Presence Should Be: – Mobile Responsive – Easy to Navigate – Visually Appealing – Full of current/relevant content Diving In – Online Giving & Mobile
  32. 32. •  Metrics You Should Be Considering: – Unique Visitors – Bounce Rate (Global Avg. = 40.5%) – Referrals – Average time on page Diving In – Online Giving & Mobile
  33. 33. •  Your Online Giving Forms: –  Easy to find/use (fields, pages, time) –  Conversion rates –  Designations (dropdown, write-in, split) –  Recurring gifts –  Preselected amounts Diving In – Online Giving & Mobile
  34. 34. •  What Should You Be Thinking About? – Frequency – Timing – Content – Subject Lines – Sender – Calls to Action – Segmentation Diving In – Email
  35. 35. Diving In – Email (examples) 6 Reasons To Make Your Gift Today
  36. 36. Diving In – Email (examples) This Time Last Year…
  37. 37. Diving In – Email (examples) Will You Be The BU Boss?
  38. 38. •  Where Did You Go? –  Addresses –  Employment –  Social Mining Diving In – Email (examples)
  39. 39. •  Social Media –  What channels are your constituents on? –  What channels are you on? –  What channels should you be on? –  What content should you produce for social? –  How can you make your audience see it? Diving In – Social Media
  40. 40. •  Facebook –  1.55 Billion Monthly Users –  72% of online Adults visit Facebook at least 1x/month –  1.01 Billion Daily Users –  91% of 15-34 year olds use Facebook Diving In – Social Media
  41. 41. Diving In – Social Media
  42. 42. Diving In – Social Media
  43. 43. Diving In – Social Media Organic vs. Paid Reach on Facebook 3 Years Ago If You Build It, They Will See It Today If You Pay Me, They Will See It Man, I’m Smart
  44. 44. Facebook Reachpocalypse (2014) Diving In – Social Media
  45. 45. Facebook Reachpocalypse 4,000: FB 50,000: Twitter Diving In – Social Media
  46. 46. How To Combat The Reachpocalypse Pay The Zuck Diving In – Social Media
  47. 47. How To Combat The Reachpocalypse Diving In – Social Media
  48. 48. What Are You Looking For? •  Donors and Dollars •  Posts and Ads •  Cultivation •  Building a Culture of Philanthropy •  Preparing Constituents for Asks •  Engagement •  Comments, Likes, Shares •  Good Feeling Diving In – Social Media
  49. 49. What Kind Of Content Works? •  Visually Appealing •  Student-Focused •  Impact-Based or Newsworthy •  Interactive •  Nostalgic Reach: 35,000 Reach: 64,000 1,100 Comments! Reach: 14,000 Diving In – Social Media
  50. 50. Diving In – Social Media bit.ly/MarComPreso09
  51. 51. •  Activating Ambassadors •  Gamifcation •  Incentivization Getting Your Content Out in Other Ways Diving In – Social Media
  52. 52. •  Twitter •  Working with Ambassadors •  Time-Bound •  Instagram •  Stewardship •  Cultivation •  YouTube •  LinkedIn •  Professional Resources •  Snapchat •  Behind The Scenes •  Young Constituents Where Else Should You Be Besides Facebook? Diving In – Social Media
  53. 53. Young users are using snapchat more than other platforms Snapchat knows young users are a potential goldmine Why You Can’t Ignore Snapchat Snapchat is working with brands as a news platform Diving In – Social Media
  54. 54. Video is a multi-channel tool Diving In – Video Email Facebook Twitter Instagram
  55. 55. Video as a Tool To Refresh Tired Messages Diving In – Video
  56. 56. Diving In – Video Video as a Way to Say Thank You
  57. 57. •  Defining Audience, Building Campaign •  Keys to a campaign –  Concentrated Effort –  Coordinated Messaging –  All Channels Activated* –  Track & Adjust •  Web Impression is First Impression •  Send Better Emails! •  Your People Are On Social – Are You? •  Tell Stories and Leverage Video •  Track Everything, Adjust, Do It Again Wrap Up
  58. 58. •  Questions? •  Thank you! Wrap Up Phil DiMartino Boston University phildi@bu.edu 617-358-6466 @PhilDiMartino on Twitter
  59. 59. Links!

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