AFP 2010 DNA of Online Marketing

DNA of Online Marketing Todd Baker & Eric Pratum

Step-by Step Process for Online Marketing for Nonprofits FREE

The world is changing fast . . .

Technology Faith Economy Philanthropy Government Environment Healthcare Energy

Today’s Donor Meaning & Purpose Significance & Fulfillment Accomplish Make A Statement Belong Solutions & Impact

Organizations that will thrive in the fast-changing fundraising world are those that can . . .

LEVERAGE Leverage their brand through integrated multi-channel fundraising for maximum impact.

CHANGE Seize the opportunities of rapid change, such as in technology and in donor motivation to offer relevant relationships driven by the donor.

INSPIRE Harness the power of donor behavior to inspire life-long giving.

LOYALTY Execute strategies that align these factors so as to build donor loyalty over time.

Outdoor Space / FSI Radio Print Digital

Digital Marketing

Yesterday People would hunt and search for new content from their favorite Web sites.

Today, Information Finds Us Web sites, through RSS, are pushing relevant content out to their cons<tuents. RSS is an acronym for “Really Simple Syndica<on” and is an XML-‐based protocol for syndica<ng content through the Internet.

Digital Strategy Best Your Org’s User Digital Objectives Objectives Strategy This presenta<on is unique because it gives you an understanding of the philanthropic online experience from the charity and cons<tuent perspec<ve simultaneously. Good marketers know what works but great ones understand why things work.

Multi-Channel World

Multi-Channel World To: 9-0-9-9-9 Over $120 million raised Haiti

What are the three most important things to consider when purchasing real estate? location location location

Mind Share Mind share is the amount of “mental real estate” you own in the publicʼs mind when they think of your “charitable category.”"

Charitable Category Charitable category is a classiﬁcation of a cause, advocacy or philanthropy activity, such as the arts, education, environment, animal, homeless services, human rights, disaster relief, various segments of health, etc." Homelessness Environment Orphans Poverty

Social Relevance Disaster Relief Animal Rescue Human Rights Environment Cancer Research Housing Wildlife Feeding Bonus Question

Social Relevance Where do cows go To the MOOO-seum. when they’re on vacation? Museums

Social Relevance Being social relevant is ensuring your charity is the one people think of first and feel the best about in your specific charitable category, so they will make a contribution." You must thoroughly understand who the other key organizations are in your charitable category, and how your nonprofit can differentiate itself from these other organizations."

Social Relevance Social networking is not a popularity contest, and it’s not about how many “friends” you can make in the shortest amount of time. Used properly, social media is about being a thought leader in your charitable category . . . Seizing Mind Share. It’s about creating and enhancing conversations people didn’t even know they needed- and then inviting them with compelling interactive information that is relevant to them and inspires them to join your cause.

Nonproﬁts are standing in their own online preverbal shadow and wonder why it is dark. Deﬁne Yourself . . .

War for Words There is a baNle being waged inside chari<es and it will determine which nonprofits are more relevant than others. The struggle I write about is, one of defini<on or another way to put it . . . a lack thereof. Unfortunately, I’ve heard many reasons as to why nonprofit organiza<ons do not clearly state their beliefs and/or values but today I warn you, all that intellectual ra<onale will only lead your charity a adriS on the slow and passionless sea of irrelevancy.

Define Yourself Nonprofit branding is different than branding in For-‐profits think of products first which the for-‐profit arena. creates loyalty to the brand. A tradi<onal for-‐profit branding model is, Instead of merely telling a customer how to think “build it, brand it, sell it.” and feel about a product, nonprofit brands help people take ac<on to do more and be more. Nonprofits see the real product as a result of a partnership between them and purpose-‐ The charity and the donor are co-‐creators of the minded donors thus crea<ng loyalty through brand promise. the brand.

Core Message Your organiza<on’s core message is found at Many chari<es speak about their internal the heart of its brand. process, distribute, coordinate, manage, facilitate but donors give because of the The more you present your brand promise the impact of that process. beNer you will be at aNrac<ng the right kind of Talk about this and not about that. donors.

Big Vision Donors see the world in a certain way The more you present a clear, concise and they are looking to become a part and constant message the beNer you of something larger than themselves. will be at posi<oning your charity in the hearts and minds of donors. Therefore, give your donors a big vision and remind them constantly of This could be “feed one hungry how together, you are making the person” and that could be “to world beNer. eliminate poverty.”

Who do you want to attract to your Web sites? What do you want them to do? How are you going to get them to do? How are you going to measure if you are successful?

Who do you want to attract to your Web sites? like-minded people

Who do you want to attract to your Web sites? Recycling is key I drive a Hybrid I walk to work It’s God’s Crea0on Clean air for kids Who would be interested in my cause and why and where do they hang out online?

Marketing Funnel Homepage Acquire Donors

Marketing Funnel Homepage Banner Ad Acquire Donors

Marketing Funnel Homepage Banner Ad Donatepage Acquire Donors

Marketing Funnel Homepage Banner Ad Donatepage Thank You Acquire Donors

You see, it isn’t hard to explain the step-‐by-‐ step process on how to aNract like-‐minded individuals to your charity; rather it is geYng your organiza<on to seNle on want you stand for . . . who you are, what you uniquely do, and why you— over similar nonproﬁts. The answers to these ques<ons are your charity’s guiding light. Turn toward this light and the shadows falls behind you.

Positioning •  Minds are limited. People can’t handle the mountains of information being generated. •  Minds hate confusion. Over-simplification is the only way around over-communication. •  Minds are insecure. People tend to be emotional, not rational. •  Minds don’t change. Once the marketplace makes up its mind, the discussion is over. •  Minds can lose focus. That’s why long-term line extensions destroy a brand. Positioning by Jack Trout (Xerox & Computers / McDonalds & Adult Hamburgers)

Positioning Nonproﬁt brands run into trouble when they don’t understand their charitable category. Furthermore, some organiza<ons believe their charity falls into mul<ple categories so they resist posi<oning themselves in one speciﬁc category. This is a mistake. Any good book on branding will tell you that you can only be based on one thing.

Best Nonprofit Brands The best nonproﬁt brands today are built on two things. First, doing excellent and trustworthy work and second, presen<ng the same single consistent message over many years. Brands that follow these two guidelines have made relevant connec<ons with people; your organiza<on must become relevant because no one wants to be considered the alterna<ve.

Keywords Church Distribute Food Hope Disadvantage Community Services Save Lives Housing Vouchers Transform Feed Manage Volunteers Kids Homeless Understand What Words Inspire People

The Nonprofit Brand Experience Sight Taste Touch Experience Hear Smell

The Nonprofit Brand Experience Take Donors to the Front Lines of the Work Vision Trips

Sight Smell Touch Hear The Wine Example Day After Taste

DNA of Online Giving

Social Networking Pros •  They provide new avenues to ﬁnd like-‐minded people. •  They can help make your brand socially relevant (Mind Share). •  They can extend your marke<ng reach into new audiences. •  They help make your organiza<on more authen<c. •  They let your cons<tuents in by giving them a true voice. •  They connect you with breaking news stories.

Social Networking Cons •  You are giving up complete control of your brand. •  The risk of over sharing (WTMI). Butch Maltby cut his ear shaving •  Ignoring good advice can hurt your brand. •  Lose balance between Org and User objec<ves can hurt your brand. •  Be careful of who you add as friends and who you follow.

Social Relevance Marketing

Salvation Army Conversations Nov – Jan Insights: •  Blog posts dominated the majority of this period except for the initial news period around the Haitian earthquake. •  Despite that, Twitter was the most active domain from the earthquake until the end of January.

Salvation Army Conversations in January Insights: •  The Haitian earthquake drove volume in January. •  Tweets were comprised primarily of links to images and news.

Hot Topics in January Jan 1 – 10 Insights: •  Prior to the earthquake, the most highly related topics were: •  The work that The Salvation Army does •  The money it collects •  The time people Jan 22 – 31 devote to it. •  After the earthquake, the most highly related topics were: •  Haiti •  The earthquake •  Disaster relief.

Salvation Army Top Domains & Authors Since the Haitian Earthquake Domains Posts Author Posts 1 hNp://twiNer.com 14,236 1 THE SALVATION ARMY NORTHWEST DIVISION 298 2 hNp://www.ﬂickr.com 1,617 2 GATEHOUSE MEDIA, INC. 290 3 hNp://www.facebook.com 1,511 3 ARMYSUPPORTER 163 4 hNp://www.reddit.com 969 4 SALVATIONARMYINDIANA 141 5 hNp://www.topix.com 664 5 CHIPKHAN 118 6 hNp://www.city-‐data.com 477 6 AUDRAGON36 117 7 hNp://youtube.com 366 7 ENTERTAINMENT -‐ GOOGLE NEWS 116 8 hNp://www.wickedlocal.com 353 8 SALVATION ARMY 115 9 hNp://community.babycenter.com 217 9 SALVATIONARMY.CA 114 10 hNp://messageboards.aol.com 207 10 HEADPHONAUGHT 97 11 hNp://www.weightwatchers.com 204 11 SERIAL CRACK KEYGEN 94 12 hNp://www.huﬃngtonpost.com 179 12 THE SALVATION ARMY FLORIDA DIVISION 92 13 hNp://www.com.com 174 13 DAVID ANTTONY 89 14 hNp://www.microsoS.com 168 14 LOUISFANTOM 82 THE SALVATION ARMY INTERNATIONAL 15 hNp://hi.baidu.com 166 15 DEVELOPMENT UK 79 16 hNp://www.youtube.com 164 16 SALVATION ARMY SOUTHERN CALIFORNIA 78 17 hNp://digg.com 153 17 THE SALVATION ARMY -‐ NASHVILLE 76 18 hNp://www.persian-‐forums.com 143 18 EL MASSIY 74 19 hNp://www.democra<cunderground.com 142 19 LASER 74 20 hNp://friendfeed.com 140 20 COLIN.COOPER 73

Salvation Army & Share of Voice Toronto Posts Salvation Army Posts 659 Chicago Posts Insights: 1% Dallas/Fort Worth 1,864 Posts 2% 994 •  Chicago had the highest 1% volume at 1,864 posts discussing The Salvation Army in Chicago. Other Salvation Army Posts 87,902 •  Dallas/Fort Worth had 3 96% significant spikes in volume between 11/16 and 12/10. •  The first and largest spike was due to posts about Billy Crystal and the Dallas Cowboys. •  Many of these regional posts could be used for additional content for TSA SM channels.

Hot Topics for Salvation Army Regions Dallas/ Fort Worth Toronto Chicago Insights: •  The hot topics and keywords here can be used to adjust SEO/SEM tactics. •  The majority of related keywords focus specifically on the work that the local TSA does in the city.

Salvation Army Top Domains & Authors By Region Chicago Domains Posts Chicago Authors Posts THE SALVATION ARMY CHICAGO METROPOLITAN 1 hNp://www.flickr.com 66 1 DIVISION 55 2 hNp://twiNer.com 26 2 TSA 23 3 hNp://salarmychicago.wordpress.com 21 3 TYPED ROBIN 20 4 hNp://page2rss.com 16 4 ENTERTAINMENT -‐ GOOGLE NEWS 18 5 hNp://childrenson.blogspot.com 11 5 GATEHOUSE MEDIA, INC. 14 Dallas/Fort Worth Domains Posts Dallas/Fort Worth Authors Posts 1 hNp://twiNer.com 38 1 GH 11 2 hNp://www.flickr.com 12 2 RINKRATZ 7 3 hNp://www.star-‐telegram.com 11 3 RICK 6 4 hNp://dallas.topnuws.com 10 4 TYPED ROBIN 6 5 hNp://www.facebook.com 10 5 MULTIVU 5 Toronto Domains Posts Toronto Authors Posts 1 hNp://www.salva<onarmy.ca/ 23 1 JOHN MCALISTER 14 2 hNp://salva<onist.ca/ 14 2 ONTARIO CENTRAL EAST 14 3 hNp://www.newswire.ca/ 14 3 TYPED ROBIN 9 4 hNp://www.flickr.com 11 4 DAVE FORDE 8 5 hNp://twiNer.com 10 5 RINKRATZ 7

Hot Topics in Haiti Jan 12 – 31 Salvation Army & Haiti 86,314 14% Word Cloud Other Haiti Posts 233,956 38% Red Cross & Haiti 294,325 48% 140,000 120,000 100,000 Insights: 80,000 •  Interestingly, Red Cross was 60,000 Haiti mentioned more than 3 times more Red Cross than Salvation Army when Haiti 40,000 Salvation Army was also mentioned. 20,000 - •  Red Cross was mentioned more than any other Haiti-related topic, 1/12/2010 1/13/2010 1/14/2010 1/15/2010 1/16/2010 1/17/2010 1/18/2010 1/19/2010 1/20/2010 1/21/2010 1/22/2010 1/23/2010 1/24/2010 1/25/2010 1/26/2010 1/27/2010 1/28/2010 1/29/2010 1/30/2010 1/31/2010 even Haiti itself (when excluding mentions of “Red Cross”).

Full Reporting Beyond this snapshot, full reporting includes: •  Top influencers. •  Change in sentiment. •  Benchmarked and comparative brand perception levels. •  Channel-by-channel analysis, metrics, and KPIs. •  In-depth analysis of trends, hot topics, and interest areas. •  Regular and ad-hoc delivery of actionable information.

DNA of Online Marketing Todd Baker & Eric Pratum THANK YOU!

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AFP 2010 DNA of Online Marketing

by Grizzard Communications Group on Apr 12, 2010

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AFP 2010 DNA of Online Marketing — Presentation Transcript