More Related Content Similar to Digital Marketing Tips and Strategies for Non-Profits (20) More from Becky Livingston (20) Digital Marketing Tips and Strategies for Non-Profits1. ©
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
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
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
27. ©
2014
Penheel
Marke0ng
Measurement
Samples,
cont.
*
Only
the
top
10
rows
are
show.
There
was
a
conversion
on
rows
11-‐15.
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