Bridget L. Brandt shares marketing tactics from the pros all designed to increase awareness, consideration, and donations!

1. BRIDGET BRANDT
D O N O R E X P E R I E N C E 1 0 1
W W W. D O N O R E X P E R I E N C E 1 0 1 . C O M
10+ Marketing Tactics Every
Nonprofit Marketer Needs to Know

2. Why you MIGHT NEED to
MARKET!!

4. Marketing Tactics—Make A Plan
 Prepare and Plan
 But keep it simple for
now
 Start from where you
are and improve every
year
 Use the planning guide
#1

5. Marketing Tactics- Story Time
 Tell a Great Story
 Inspire them with your passion
 Individual stories are best
 People give to people
 Emotion >> Rationality
 Make it timely
#2

6. Marketing Tactics
Events

7. Awareness
Online Ads-
Hubspot E-book
http://offers.hubspot.com/essential-guide-
internet-marketing
#3

8. Awareness-E-mail Marketing
Tools: Mail Chimp, Constant Contact, Marketo, Eloqua
Tips:
1. Double check your subject line. (Headline Analyzer)
Avoid spam filters by not including the following characters and terms: RE:, FW:,
Hello, Free, Special Offer, Text in ALL CAPS, Exclamation points!!!
2. Design for mobile.
 ExactTarget research has shown that more than half of consumers (53%) use a
smartphone to check email.
 Format text to increase pixel size for smaller devices.
 Format images to auto-adjust to the size of the screen instead of a fixed pixel dimension.
 Consider what’s most relevant
 Put your most important information in the upper left. Research proves that the
human eye scans email in an “F” pattern.
 Plan for blocked images. 60% of email clients block images by default.
 Test—and test again. The best way to determine whether or not your email design is
effective is to test across multiple email clients. Statistically, 69% of B2B and 27% of
B2C subscribers view their email with a preview pane, so look for proper rendering
and preview pane views.
 Remember—your brilliant email design is only valuable if your subscribers can see
it.
http://image.exct.net/lib/fe641570776d02757515/m/2/EN-5ProvenEmailPractices.pdf
#4

9. Heat Map Examples

10. Consideration & Advocacy
Blog-
 Get buy-in first. Who is going to write and what are they
going to write? Tips: Stories about those you serve.
 Choose a platform. WordPress is my favorite.
 How to Setup a WordPress Blog.
 Be consistent. You need to post regularly. (Remember
the quality over quantity rule.)
 Promote your blog.
 Add photos and video to your post to keep them more
interesting.
#5

11. Great Blog Example

12. Purchase#6

13. #bridgetlbrandt
Tips:
• Use video and
graphics
• Create interaction
• Get donors involved
• One click to donation
or contact
• Give them what they
want!
What do people want to see:
 The organization's mission, goals, objectives,
and work.
 How it uses donations and contributions.
The donation-killers:
 47% were usability problems -site design,
cluttered pages, and confusing workflow.
 Amazingly, on 17% of the sites, users couldn't
find where to make a donation.
 53% were content issues related to writing for
the Web, including unclear or missing
information and confusing terms.
http://www.nngroup.com/articles/donation-usability/
Purchase-Donor Friendly Websites

14. Purchase-Does it meet the need?
Graphics
One click
to Donate
Interaction
Involvement

15. Purchase
Use an
Online
Donation
Form:
-Abila
-Kimbia
-Blackbaud
#7

16. Use Video to Connect
 Most active days are weekdays, peaking
on Wednesdays.
 Weekends including Friday had the
highest engagement per view based on
average minutes watched
 PowToon-
http://supportbehindthebadge.org/
Tips:
• Post on You Tube and your site
• Keep it short
• End with a call to action
Brightcove 2010 Quarterly Survey http://files.brightcove.com/brightcove-whitepaper-online-video-and-media-industry-q2-2010.pdf
Advocacy & Retention#8

17. Retention- Events
 Everything Matters: Every touch point matters. Take nothing for granted.
 Signage: All elements need to work together, to tell your story.
 Experience: Turn your event into an experience. What do you want people to
leave with?
 Storytelling: Invite someone touched by your organization to share their story.
 Volunteers: Make sure all volunteers are trained. They should all be able to
answer basic questions about the event and mission of the org.
 Speakers/Entertainment: A notable act or speaker will help draw people to
the event and create buzz about the organization. These too should tie to the
purpose of the organization.
 VIP: Holding special activities for special guests will make them feel more closely
tied to the organization. Make sure these activities are of the highest
quality, valuable, entertaining and allow for networking with peers.
 Event Themes: Themes for your event can be fun, resist the temptation of
going off brand. All events should be aligned with your core brand values and
messaging. The theme should never outweigh the prominence of your brand.
 Follow-Through: The speed and authenticity of your follow-up activities with
your audiences after the event also have a tremendous impact on brand
perception. Plan for how to manage contacts and thank-you’s after the event.
Audiences should be contacted as close to immediately after the event as possible.
 Social Media Integration: Social media activities and audience engagement
should be planned for and executed before, during and after the event.
#9

18. Advocacy#10

19. Advocacy
 Fact: Social Media is booming.
 Do your research to figure out on which social media channels your
supporters spend the most time. Start with Facebook and Twitter,
but you may find your specific audience prefers something else, like
LinkedIn, Google+, Pinterest, or Instagram. Meet them where they
are; don’t just join to join.
 Consider sites with a strategic advantage. Being on Google+ can help
your search rankings on Google.
 Before you hop on a new site, think about your level of performance
and engagement on your current sites. Evaluate whether you have
the time and content to truly succeed on each site.
 Remember that it’s okay to say goodbye. It’s actually better to leave a
social media platform altogether than have a page that’s neglected.
The Essential Guide to Social Media for Nonprofits Published by John Wiley & Sons, Inc. Copyright © 2014 by John Wiley & Sons, Inc
https://www.salsalabs.com/thank-you/social-media-ebook

20. Advocacy#BONUS

21. Resources and Examples

22. Resources
 Fiver- Resource for cheap marketing materials
 Google is Your Friend
 Search for “Nonprofit Marketing Templates,” “thank you
card example,” etc. Gets you off the blank page.

24. Compelling Campaigns

25. L E T ’ S P U T T H I S K N O W L E D G E T O W O R K
Your Turn!

26. Conclusion
 Take action – Pick one or two ideas and
implement
 Only YOU can figure out what works for YOUR
organization

27. Q&A
Bridget L. Brandt
bridgetlbrandt@gmail.com
DonorExperience101.com