Nonprofit Marketing and Fundraising Primer


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National Network Social Work Managers Institute Presentation at the University of Maryland, April 2011

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Nonprofit Marketing and Fundraising Primer

  1. 1. How to use the Internet and Social Media for Economical and Effective Nonprofit Marketing and Fundraising<br />Eriko Kennedy, Ph.D.<br /><br />@kangarooGrl<br />
  2. 2. “The greatest danger in times of turbulence is not the turbulence;<br />It is to act with yesterday’s logic.” <br />-Peter Drucker<br />
  3. 3. Adapt and “market” to survive<br />Networked age + limited resources<br />Fundraising has changed<br /> Build a support base - <br /> increase awareness of your agency<br /> reach people who share interest<br />
  4. 4. How to market your agency?<br />Traditional channels<br />Advertisements ($$) <br />Newspaper /magazine article , TV spot<br />Peer-to-peer invitations<br />Community events<br />Direct mail ($)<br />“New” media<br /> Email, website, portals, social media (Facebook, etc.), mobile phone<br />Internet<br />Computer<br />Mobile<br />Website<br />Print media<br />TV<br />Radio<br />
  5. 5. Importance of the internet<br />75% of people research online before donating. <br />Nearly 50% of mid-range to large donors checked the agency website before giving.**<br />Online nonprofit giving increased 40% <br />from 2009 to 2010.**<br /> *Wymer and Grau (2011). Connected Causes<br /> **Convio (2011). Online Marketing Nonprofit Benchmark Index<br />*Blackbaud , 2010 Online Giving Report<br />
  6. 6. $5.1B in online giving <br />only 4.5% went to human service groups. <br />Blackbaud (2011). 2010 Online Giving Report<br />
  7. 7. What is a portal?<br />Guidestar<br />Charity Navigator<br />Network for Good<br />Jumo<br />
  8. 8.
  9. 9. Marketing/fundraising steps<br />1. Assess and clarify agency brand then set marketing/fundraising goals<br />2. Develop infrastructure (integrate all systems)<br />3. Well-crafted website<br />4. Well-crafted emails and newsletters<br />5. Search engine optimization (SEO)<br />6. Social media<br />
  10. 10. Step1. Assess/clarify agency brand<br />So, what are you known for?<br />What do you want to be known for? <br />How to present your agency?<br />Are all agency staff on “message”?<br />Ask donors, clients volunteers, staff, strangers…<br /><ul><li>How they found you?
  11. 11. What does your agency do?
  12. 12. Why they chose you?
  13. 13. What you do well?
  14. 14. What needs improving?</li></li></ul><li>Crafting your agency’s image<br />Positive branding evolves from an integrated, coordinated effort.<br /><ul><li>Brand a name, term, sign, symbol, or design (or a combination of these) that identifies the maker or seller of a product or service.
  15. 15. Brand Identity how you want others to think, feel, and act with respect to your brand.
  16. 16. Brand Image the core idea you want the brand to evoke in the target audience.
  17. 17. Brand Awareness the extent to which people recognize a brand.
  18. 18. Brand Promise marketer’s vision of what the brand must be and do for consumers.
  19. 19. Brand Loyalty degree that consumers continually purchase the same brand within a product class.
  20. 20. Brand Equity value of a brand, based on the level of brand loyalty, name recognition, perceived quality, strong brand associations.
  21. 21. Brand Elements the trademarks that differentiate the brand from others.
  22. 22. Cobranding marketing established brands together in the same manner. </li></ul> Kotler & Lee (2008) Social Marketing: Influencing behaviors for good. <br />
  23. 23. Set marketing/fundraising goals and strategy<br />Why/who are you trying to reach? <br />Donors (small, large, one-time, regular), volunteers, interns, business collaborators, government employees and legislators, foundation staff, interest groups, clients, colleagues<br />
  24. 24. Reaching your audienceIdentify channels – tailor messages<br />What information would target respond to?<br />Example, Child and family services <br /> Local newspapers/special interest papers, radio, community centers, hospital events and newsletters, TV, annual fair or children’s festivals, zoo and sports events<br />Set realistic financial goals!<br />
  25. 25. Formalizeand plan<br />Triage<br /><ul><li>Tie-in with agency’s current calendar
  26. 26. Ensure everyone is clear on responsibilities
  27. 27. Everyone communicates and works together</li></li></ul><li>Opportunity lost…holiday/year-end giving<br />Network for Good Online Giving Study<br />December is the peak period for online giving. <br />Last days of the year are the peaks days.<br />
  28. 28. Step 2. Integrate all the systems<br />Foundation - fundraising, constituent and website software must be interlinked and reasonably user-friendly. <br />Basic level - website is user-friendly and easy to edit or change. Learn to use metrics. <br />Advanced steps - Only when above levels are complete,<br /> consider limited social media. Join other groups and monitor first. Run a trial, then test social media efforts. <br /> Go SLOW! <br />Facebook takes 2-4 hrs/week staff time.<br /> In upcoming years, will need to learn mobile applications.<br />
  29. 29. Step 3. Well-crafted website<br /><br />  <br /><br />  <br /><br />Before and after on Katya’s blog…<br /> Project Hope updates website regularly..see how it looks today<br />
  30. 30. A good donation button provider<br />Network for Good Better data base. Easy to find volunteer gigs. Manages agency gifts plus individual donor’s giving. Basic level = donate button. 5% of donation fee.<br /> Guidestar<br /> Facebook For agencys or donors who start fundraising. Low average donation. Rarely repeat. <br /> SixDegrees Donations, charity cards, volunteers.<br /> GiveWell Donations to vetted agencies.<br /> FirstGiving Supporters create a website and seek peer to peer donations for the agency. <br />CapitalOneGivingSite<br /> Jumo<br />
  31. 31. Step 4. Well-crafted emails and newsletters<br />19% of email newsletters were opened. <br />Only 3% were clicked-through.<br />Fundraising appeal email open rates 18%. <br />1.8% click-through rate.<br />Response rate 0.16% (donations)<br />18% churn rate of email addresses/year<br /> Study of >600 nonprofits using Convio Online Marketing platform ($1.15 billion). <br />Convio (2011). Online Marketing Nonprofit Benchmark Index Study<br />
  32. 32. Website analytics: metrics<br /><ul><li>Where are visitors coming from?
  33. 33. What are visitors looking for? </li></ul> Did they find it?<br /><ul><li>Do they sign-up for newsletters?
  34. 34. When and do they (convert) donate or volunteer?</li></ul> Align this tool with strategy<br /> Collect/cross-match emails/names<br />
  35. 35. Tips<br /><ul><li>Sharing/SM capability for</li></ul>events information, articles, silent auctions, newsletters, etc.<br /><ul><li>Make things fun and interesting.
  36. 36. Ask questions, do surveys, run competitions
  37. 37. Create original thank-you’s showing outcomes…client drawn cards, videos.</li></li></ul><li>Step 5. Search Engine Optimization (SEO)<br />Google <br />hunger montgomery county md<br />Advanced search<br />About 1,390,000 results (0.25 seconds) <br />Search Results<br />Manna Food Center | Hunger 101<br />Hunger 101. In Montgomery County, one of the most affluent counties in the country, ... 317825 Maryland residents receive assistance from Food Stamps. - Cached - Similar<br />Manna Food Center<br />Fighting Hunger and Feeding Hope in Montgomery County. ... The award - Cached - Similar<br />Show more results from<br />Montgomery County, MD - Statements<br />Aug 25, 2005 ... This is an action for declaratory and injunctive relief against a ''hunger strike'' that an inmate of the Montgomery County Correctional - Cached<br />Montgomery County, MD - Services at the Center<br />Mar 23, 2011 ... Manna Food Center, a nonprofit organization, strives to - Cached<br />Show more results from<br />Battling Hunger In Montgomery County, a Daily Job - North Potomac ...<br />Dec 20, 2010 ... 9311 Gaither Rd, Gaithersburg, MD. /articles/battling-hunger-in-montgomery-county-a-daily-job. /locations/2811996. Editor's Notebook - Cached<br />Home :: Thanksgiving in February<br />For over 20 years, Thanksgiving in February has brought restaurants in Montgomery County, MD together with local nonprofit agencies to support hunger relief - Cached - Similar<br />Montgomery County Volunteer Center - powered by<br />Mission: Manna Food Center fighting hunger and feeding hope through distribution education, advocacy in Montgomery County, MD. Poverty Initiative Partner - Cached - Similar<br />Zumba to stop HUNGER! - Events Calendar | Montgomery County, Maryland<br />Nov 10, 2010 ... Conference and Visitors Bureau of Montgomery County, MD, Inc. ... we are holding a FREE 2 Hour "ZUMBA to stop HUNGER" event in order to - Cached<br />[PDF]<br />2010 Capital Area Food Bank Hunger Statistics<br />File Format: PDF/Adobe Acrobat - Quick ViewIn Montgomery County, 1 in 6 children under 18 is at risk of hunger. (U.S. Census ACS 2006-2008). ▪ In the state of Maryland, approximately 900000 - Similar<br />MCMFUSA.ORG: Home Page<br />Apr 26, 2009 ...Boyds, Maryland 20841 Shelter "I". Help us fight hunger in Montgomery County by bringing non-perishable food for donation or place food in - Cached - Similar<br />Ads<br />End Poverty & Hunger <br />Join the Drive to End Hunger. HelpUs Make a Difference. Donate Today! <br /><br />STOP Childhood Hunger <br />We work to ensure children haveregular access to nutritious food. <br /><br />Facts About Hunger <br />17 Million American Children Go toBed Hungry. Help Us Feed Them. <br /><br />See your ad here »<br />
  38. 38. Ways to increase SEO<br />Change text on your website regularly to increase ranking on search engines<br /> eg., Blogging or newsfeed<br />Agency references and links in online newspapers, reports, newsletters, other websites, etc.<br />$10,000 Google grants<br />
  39. 39. Step 6. Targeted social media <br />$ cheap but time expensive<br />What do you want to achieve?<br /><ul><li>Study others for a while
  40. 40. Can be overwhelming (use inbox auto file)
  41. 41. Ask for help
  42. 42. Test run
  43. 43. Integrate it into your communications/fundraising plan….seamless </li></ul> Join LinkedIn… study, learn<br />LinkedIn – www. Professional with ability to link with shared professional interest groups<br />
  44. 44. Some useful social media tools<br />Facebook but can be professional when agencies register a webpage. FaceBook Causes. More an ad when “liked”. Local.<br />Twitter with ability to become professional. Good for petitions, advocacy. More a information feed. <br />YouTube and professional. Shared video site. Post videos showing agency work. Can use with clients to promote their creativity. <br />Blogs and professional online journals. <br />
  45. 45. Social media tools (cont’d)<br />Flikr Photo sharing. To purchase or sell. For clients?<br />Gowallawww.Gowalla.comFoursquare Possible professional. Geo-based identifies where you are and locations. Good for reinforcing volunteers or doing scavenger hunt/type activities. <br />Groupon’s G-Team Advertises nonprofit project specific needs. One-time group volunteer effort. Local.<br />Mobile giving Donation limited to $5 or $10. Charged to phone bill. Reimbursement takes 90-120 days. 5-7 % service fee. No donor information other than mobile number. Limited to agencies with budgets over $500,000.<br />
  46. 46. Once in…engage…<br /><ul><li>Listen, ask, respond.
  47. 47. Thank people on multiple channels.
  48. 48. Develop a voice and cohesive visual style.
  49. 49. Be honest, respond without anger or defensiveness.
  50. 50. Develop agency media strategy.
  51. 51. Who is responsible for postings?
  52. 52. How to handle complaints? (They can be positive.)
  53. 53. How to boot people off?</li></li></ul><li>“The greatest danger in times of turbulence is not the turbulence;<br />It is to act with yesterday’s logic.” <br />-Peter Drucker<br />
  54. 54. Some great resources<br />Website tools<br />Wordpress<br />Google analytics<br />Goodkeywords, Wordtracker<br />Staff Training<br /> Wednesday webinars.<br /><br />Katya’s blog<br />Kivi’s marketing tips<br />Idealware<br />NGO tech information<br />TechSoup (free technology) <br />Idealware<br />NTEN<br />Jon Hardie’s list on LinkedIn group-Social Media for Nonprofits <br />Donor/constituent relationship management systems<br />Raiser’s Edge (Blackbaud), Giftworks, DonorPerfect, eTapestry. Z2Neon, Salesforce. Convio, WildApricot<br />Marketing Hubspot<br />@kangarooGrl = my Twitter library<br />
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