Marketing for Nonprofits: Presentation to the Association of Fundraising Professionals (Nashville) by Amy Atkinson Communications

• 1.Marketing for Nonprofits 1 July 25, 2014 Presentation to Association of Fundraising Professionals Nashville Chapter

2. Discussion Today BRIEF Marketing Overview Marketing Challenges & Mistakes Establishing Priorities for Your Plan Branding Awareness Education Fundraising Marketing Tips for Efficiency & Effectiveness 2 3. Marketing & PR Today The Good Part You can distribute your own news Less expensive to capture photos and video More control of your message Equipment to distribute news is less expensive Numerous channels through with to distribute your message Dont have to depend on just a few news outlets and reporters The Challenges Everyone can distribute news about you It seems everyone can capture images of your product/service (good/bad) Less control of message. Not just news and PR teams have PR teams now Lots of noise and clutter to break through and be heard Now, everyone is a reporter! 3 4. Even With New Tools, Some Things Remain Goal Target Market Content Message Tactics Calendar of Activities Budget Evaluation 4 5. Sample Marketing & PR Goals Selling memberships Increase awareness of your product or organization. Increasing donations to your organization Reinforcing or protecting your brand Becoming the recognized leader in your field or industry Selling tickets to an event 5 6. 6 Credit: Content Marketing Institute 7. A Few Marketing Tools & Tactics Website Social Media many channels Email Newsletters Public Relations Advertising Direct Mail Co-ops and Partnerships Print Collateral Networking SEO and PPC Maximizing your own media space Events SMS/Mobile/Text Content like Videos, Photos, Case Studies, Blog 7 8. 8 Credit: Content Marketing Institute 9. Your Website is Your Foundation Creates your online identity Easy to donate here Subscribe to emails & blog Your online newsroom 24-hour-a-day access Used as promotional tool Brand awareness & image Broad and efficient reach Maintain and update it regularly Social media links Needs to be attractive 9 10. Content Marketing Good content drives website visitors Consistency is important (each channel varies on frequency) With social media and blog posts: 20% sell, 80% information and entertainment. (You can move more toward %50-50 at certain times.) Objective is to develop that relationship with the audience. 10 11. Content Marketing Stats for Nonprofit World 1,714 nonprofit professionals were surveyed by The Content Marketing Institute (CMI). 92% of NP profs use content marketing of some kind On average, nonprofits use four social media platforms to distribute content. 91% of these nonprofits use Facebook. Fundraising is top organizational goal for nonprofit content marketing 11 12. Content Marketing Stats for Nonprofit World 26% of NP profs believe theyre effective at content marketing 25% have documented content mktg strategy 20% of NP mktg budgets are for content mktg. 69% of NP orgs. have staff to oversee mktg. strategy 65% are producing more content than last year 38% plan to increase content mktg $ next year (The Content Marketing Institute CMI) 12 13. Challenges Facing Marketing 13 Credit: Michael Brenner @BrennerMichael 14. Mistakes I Commonly See 14 15. 15 Targeting Everyone MISTAKE #1 16. 16 Searching For The Silver Bullet MISTAKE #2 It usually takes a combination of coordinated activities. 17. 17 Assuming You Are The Target Audience MISTAKE #3 18. 18 Mistake #4 Not leveraging existing partners and supporters. 19. 19 MISTAKE #5 Biggest mistake is not having a marketing plan. Be realistic about goals and resources. 20. 20 Credit: Content Marketing Institute 21. A Coordinated Approach 21 22. Our Philosophy 22 Great marketing happens when target audiences take desired actions after consuming great content. 23. Four Key Components 23 Target Audiences Desired Actions Content Delivery Channels 24. Target Audiences 24 25. 25 The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter F. Drucker 26. 26 Poorly defined target audiences are the biggest waster of time and money. 27. Target Audiences Goals Identification Prioritization Benefits Clarity Best use of available time and resources Measurability 27 28. Determining Target Audiences Geographic Where are they? Demographic Who are they? Psychographic What potential connection do we have our organization? 28 29. Desired Actions 29 30. Desired Actions Goals Know changes in behavior that will benefit the organization Connect marketing to larger business goals Match actions to target audiences Benefits Focus Measurability 30 31. 31 Some marketers say, No call to action = wasted communication* * However, I disagree with respect to social media. Use good judgment when it comes to using a call to action. 32. Potential Calls to Action Donate Share on social media Tell your friends Sign up for email updates Read blog post Watch a video Register to attend an event 32 33. Content strategy 33 34. 34 35. Way to Produce Content Written copy, blog posts, quotes, testimonials, media articles, stories Visual graphics, photos, presentations Video company videos, webinars Social Media posts, visuals 35 36. Content Delivery Channels 36 37. 37 Face-to-face meetings Special events Website Blog Email Facebook Twitter Instagram Local Trade National Customers Friends Other non-profits Alliances 38. Recommendations for Channel Strategy Go where target audiences are Balance Use of channels Budget allocation Consistency of effort Measurability 38 39. Recommendations Target Audiences Focus your list Understand motivations Check out our blog post on CARVER method Desired Actions Focus on measurability Master online and email calls to action 39 40. Recommendations Content Revisit your Brand content make it consistent relevant. Practice persuasive content www.copyblogger.com/blog/ www.writtent.com/blog/ Leverage emotion to greater effect 40 41. Recommendations Channels Generate awareness with Social Media and Traditional Media Leverage relationships with Partners Close the sale with Direct and Digital Build your list Know your metrics 41 42. Conclusion/Review: My Personal Top Marketing Tips Know your goals. What is the purpose? Always cross-channel promote -- Maximize the use of content. Spend at least 30 minutes a day on social media & engage. Read about it on blogs, emails, audio books. Share visuals often. Post quotes, endorsements, case studies. Amplify good news. Collect contacts: emails, LinkedIn friends, etc. Dont sacrifice progress for perfection. 42 43. Amy A. Atkinson, APR www.AmyACommunications.com Email: [email protected] @AmyAComm on Twitter 43