This webinar is about how to properly set a communication budget for your nonprofit and how can you optimize ROI on the strategies you may not have considered?

1. Setting a Marketing
Budget for 2022
Witt Godden
Tapp Network
12.14.2021

2. 2 © TechSoup Global. All Rights Reserved.
Today’s Presenters
Witt Godden
Director of Strategic Marketing
Tapp Network

3. 3
In partnership with:
A Mission-Driven
Marketing and Technology
Agency Empowering
Organizations for Good

4. 20%
of all nonprofits have
no firm marketing
budget at all
65%
of audience
interactions are digital
compared to 41% in
2019
$10k
a month in free
Google Ad Grants to
qualified NPOs
Key/Important Data Metrics

5. What We’ll Cover Today!
1. Why is important to invest in your digital marketing and
communications
2. What elements go into a strong digital marketing strategy
3. Review common budgeting methodologies
4. Apply “Adaptive Goal-Based Budgeting” to your marketing
budget methodology
5. How to plan and budget for the key elements of your digital
marketing strategy
6. Ways to increase your capacity to lower overhead costs in your
digital marketing work
7. Provide you with some helpful additional resources and a brief
Q&A

6. The Why?

7. Why Digital Marketing/Communications?
• Establishing credibility
• Increasing support of your mission
• Finding and converting the audience your organization serves
• Generating funding and donations
• Attracting constituents you need, like volunteers and supporters
• Organizing action around issues you seek to change
• Driving social and behavioral change

8. Why Website Development and Maintenance?
• Clearly state your mission and values
• Exhibit upcoming events and collect registrations
• Position your organization as a thought leader and changemaker in
your space
• Create a space to showcase your organization's impact
• Encourage social media sharing and interaction
• Tell a compelling story that leverages emotional reactions
• Highlight multiple ways to get involved

9. Inbound Marketing
&
The Marketing Funnel

10. Blog
Keywords
Social Publishing
ATTRACT
Forms
Calls-To-Action
Landing Pages
CONVERT
CRM
Email
Workflows
CLOSE
Surveys
Smart Content
Social Marketing
DELIGHT
Strangers Visitors Leads Supporters Promoters
Tapp Into Inbound
Methodology.
Grow Engage

11. The Marketing Funnel
Social Media | SEO | Blogs | Events | Webinar |
Automations & Tools
Email | Infographics | Downloads | Forms |
Landing Pages | CRM
Impact Stats | Case
Studies | Testimonials
| Personalization
Awareness
Consideration
Decision

12. The Marketing Mix: Content, Content, Content Development
Social Media
Email
Outcomes
Volunteers
Donations
Social Impact
Blogs /
Content
Forms
Web / Landing
Pages

13. Start with Strategy
1
Objectives
• Develop key organizational
objectives and Key
Performance Indicators
(KPIs)
• Objectives should be
SMART:
• Specific
• Measurable
• Attainable
• Relevant
• Time-based
2
Personas
• Understand who your target
personas are for each
objective. There may be
more than one.
• Understand their:
• Background
• Pains
• Gains
• Motivations
3
Content Planning
• Use the inbound
methodology marketing mix
to build out content pieces
for each persona.
• Include:
• Social Media
• Blogs/Content
• Forms
• Emails

14. Budgeting Methodologies
&
Adaptive Goal-Based Budgeting

15. Traditional/Common Methodologies
• The Percentage Method
• Pros:
• Keeps your budget healthy with an average of 10 to 20 percent of operating budget
and scales with your operating budget
• Cons:
• A certain amount of marketing and web is necessary to grow
• The Dollar Method
• Pros:
• The simplest way to budget as it is a set amount typically based on previous budgets
• Cons:
• Leads to stagnancy and missed opportunities for leveraging growth
• The Incremental Method
• Pros:
• Combination of the two allows for a responsive adjustment on a regular basis,
typically quarterly
• Cons:
• Success of initiative can be dynamic, restricting the ability to fully test and analyze
results of a period of time

16. Adaptive Goal-Based Methodology
• Tracks Marketing and Web’s expected and measurable impact on an
organization’s broader strategic S.M.A.R.T. goals
• Budget will be continually optimized in a way that prioritizes the tactics
and initiatives that create the highest returns
• Each dollar spent on marketing, communications, and fundraising has a
meaningful return on your organization's goals, and budgets are
constantly optimized so that the tactics and initiatives with the highest
returns take priority.

17. Overhead Costs to Budget
• Social Media Scheduler: Hootsuite, Agorapulse, Sprout Social
• Allows you to “bulk” the work of your social media postings to create
efficiency and increase capacity
• Track what posts are driving engagement for optimization
• Email Marketing Tool/CRM: MailChimp, Active Campaign, HubSpot
• Leverage Automated emails to help increase engagement and steward
your relationships in a personalized and timely manner
• Website: Hosting, Security, Landing Page Development and Updates
• Don’t forget that to keep your website secure and regularly updated with
up-to-date information and landing pages when necessary

18. Ongoing Monthly Deliverables and Measurable ROI
• Social Media Planning and
Scheduling
• Investment: 20-45 minutes per post
• Measurements: # follows, # likes, #
shares, # clicks
• Blog Writing - (500-700 words)
• Investment: 2-4 hours per blog
• Measurements: # subscribers,
# readers, # call-to-action clicks
• Inquiry Forms - (volunteer, get
more info, etc.)
• Investment: 30 minutes per form
• Measurements: # of submissions
• Landing Pages
• Investment: 8-10 hours per page
• Measurement: # visitors,
# conversions (sign up, donate,
etc.)
• Email Workflows and
Automations
• Investment: 3-5 hours per
workflow
• Measurement: # of submissions,
# opens, # clicks
• Planning and Scheduling
• Investment: 4-6 hours/month

19. Things to Consider
• Hire a marketing or communications intern
• Lots of students are looking for the opportunity to put their communications and
marketing degrees to work. We’ve seen organizations tackle amazing projects with
the younger generation looking for workforce experience. Most schools offer credit to
students making their internship no-cost to the organization.
• Plan and bulk your work
• Spending the time to think through your content calendars at a monthly and quarterly
vantage point will allow you to plan ahead with you and your team. Leverage tools
that can automate publishing of social media and blog posts so you’re not spending
an hour everyday trying to think of something to post about.
• Lean on your partners and industry experts
• Partners and experts are always excited to have their content (blogs, articles, and
presentations) shared and have the opportunity to be seen by more people. Build this
into your strategy and build your internal capacity on content development.

20. Additional Resources
Managing a digital marketing strategy and developing a budget is no small feat. As our world
continues to rely on investing in digital solutions, it’s important to also invest in you and your
organization’s digital literacy, especially at the intersection of digital and communications.
Here are a few resources that you might find useful in your journey!
• How Can I Improve SEO for My Nonprofit Website?
• Engage Your Donors, Members, and Volunteers Using Inbound Marketing
• 4 Steps to Getting Started with Google Ads for Nonprofits
• [Course] Email Marketing 101: How to Get Started Building Your Email Marketing
Strategy

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Questions?
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Use the chat box to
ask us any questions
you have about this
presentation.

22. Get In Touch
If you have any questions or wish to
speak to a Tapp expert about your
year website or marketing, get in
touch here or send an email to
techsoup@tappnetwork.com
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