LOCATION3 MEDIA’s<br />NONPROFIT SEMINAR<br />
DIGITAL MARKETING<br />I like<br />
WHY ARE WE HERE TODAY?<br />Let’s try to understand<br />
Things to Chew on<br />Your audience wants a voice<br />User Generated Content is the most influential piece of “media” yo...
Great digital advertising uses brand behaviors to inspire consumer behavior.<br />
In 8 ideas<br />Digital marketing <br />
Digital isn’t about technology<br />First: <br />
IF YOU CAN’T BE A DIGITAL NATIVE, BECOME A DIGITAL IMMIGRANT<br />
Create Ideas that generate content, allow audience to be a part of story<br />This should be the fun part:<br />
Be simple, be magical, never stop playing<br />Here are the nice warm and fuzzy words: <br />
Leverage existing behavior<br />Crowd sourcing doesn’t have to suck…a.k.a….<br />
Master conversation strategy<br />This takes significant time:<br />
Expect Pain<br />I know you probably don’t want to hear this but,<br />
NONPROFIT ONLINE MARKETING<br />Pay Per Click<br />
Pay Per click<br />What is Pay Per Click?<br />Pay per click (PPC) is the pricing structure used by search engines to char...
Pay Per click<br />What basic terminology should I know?<br />Keywords<br />Impressions<br />Clicks<br />Click Through Rat...
Pay Per click<br />How do I create my keyword lists?<br />Research<br />Site content<br />Major categories<br />Competitor...
Pay Per click<br />How do I create my keyword lists?<br />Scrub<br />Filter through your keyword lists to eliminate irrele...
Pay Per click<br />What are the keyword matching options?<br />Broad match: keyword <br />Phrase match: "keyword" <br />Ex...
Pay Per click<br />How do I structure my campaigns?<br />Account Level<br />Campaign Level<br />Geo-Targeting<br />Search ...
Pay Per click<br />How do I create effective ad text?<br />Create simple, enticing ads<br />Use a strong call-to-action<br...
Pay Per click<br />How do I control the cost of my campaigns?<br />Keyword Bidding<br />Control the cost you are willing t...
Pay Per click<br />How do I target the right audience?<br />Geo-targeting<br />Country<br />State<br />City<br />Custom<br...
Pay Per click<br />What type of distribution should I use?<br />Google Search/Search Partners<br />
Pay Per click<br />What type of distribution should I use?<br />Google Content Network<br />Note:  Not available for Googl...
Pay Per click<br />How do I improve / optimize performance?<br />Conversion Goals<br />Goals should be measurable and have...
Pay Per click<br />How do I get a Google Nonprofit Grant?<br />
Pay Per click<br />How do I get a Google Nonprofit Grant?<br />Eligibility<br />Available to 501(c)(3) certified nonprofit...
Max bid of $1.00 per keyword</li></li></ul><li>NONPROFIT ONLINE MARKETING<br />Search Engine Optimization<br />
What is SEO?<br />“Search Engine Optimization is the process of improving the volume or quality of traffic to a web site o...
“70% of search engine users choose to visit websites that appear in the top 10 organic results.”<br />-Forrester research<...
Step 1: Choose your keywords<br />@tarla  //  @Location3  //  #L3Mnonprofit<br />
How do I choose keywords?<br />“urban scholarship programs”<br />1. Determine pages relevant for SEO<br />2. Select keywor...
Step 2: Benchmark<br />@tarla  //  @Location3  //  #L3Mnonprofit<br />
What data should I benchmark?<br />Data from analytics:<br /><ul><li>organic visits
non-branded organic visits
organic conversions
non-branded organic conversions</li></ul>Data from the search engines:<br /><ul><li>number of backlinks
current positions on keywords</li></li></ul><li>Step 3: Optimize your website<br />
How do I optimize my website?<br /><ul><li>URLs
Titles
Meta Descriptions
Meta Keywords
Content
Internal Linking</li></li></ul><li>Step 4: Link Building<br />@tarla  //  @Location3  // #L3Mnonprofit<br />
What is link building?  <br />Acquiring links from relevant sources (websites/blogs) that direct back to your site, prefer...
How do I link build?<br />Submit to online directories:<br /><ul><li>Business.com
Best of the Web
Yahoo! Directories
DMOZ</li></ul>Contact partners, affiliates and other organizational relationships.<br />
What types of links are available?<br />Sidebar<br />Image<br />In Content<br />
Step 5: Content<br />
What content do I need to create?<br /><ul><li>Content for the site
Press releases
Articles
Blog!!!</li></ul>What do I do with the content?<br /><ul><li>Post on your website
Post on others websites/blogs
Article and press release syndication sites
Facebook and Twitter
Social news and bookmarking sites
Blog!!!</li></li></ul><li>Step 6: Reporting<br />@tarla  //  @Location3  //  #L3Mnonprofit<br />
What data is important to SEO?<br /><ul><li>Keyword positions
Organic traffic by keyword and keyword groups
Total organic non-branded traffic</li></li></ul><li>Free Tools<br />Keyword Search Volume:<br />Google Adwords External To...
NONPROFIT ONLINE MARKETING<br />Social Media<br />@angiepascale  //  @Location3  //  #L3Mnonprofit<br />
@angiepascale  //  @Location3  //  #L3Mnonprofit<br />
@angiepascale  //  @Location3  //  #L3Mnonprofit<br />
Create a Fan Page<br />not a Group<br />@angiepascale  //  @Location3  //  #L3Mnonprofit<br />
Create a branded vanity URL<br />@angiepascale  // @Location3  //#L3Mnonprofit<br />
Customize your Fan Page with apps, Static FBML, boxes, etc.<br />@angiepascale  //  @Location3  //  #L3Mnonprofit<br />
Ask questions in status updates<br />Engage fans and encourage conversations<br />Start discussions<br />Poll/survey fans<...
Twitter is a two-way conversation, not a monologue<br />@angiepascale  //  @Location3  //  #L3Mnonprofit<br />
Build followers by following relevant, interesting people<br />@angiepascale  // @Location3  //#L3Mnonprofit<br />
Ask & answer questions<br />RT generously						<br />						Compliment others					<br />@angiepascale  //  @Location3  //  ...
Don’t be like Augustus;<br />Social media<br />Twitter<br />Use  moderation<br />@angiepascale  // @Location3  //#L3Mnonpr...
Join YouTube’s Nonprofit Program<br />@angiepascale  // @Location3  //#L3Mnonprofit<br />
Add keyword-rich title and tags<br />@angiepascale  //  @Location3  //  #L3Mnonprofit<br />
Add descriptions <br />@angiepascale  //  @Location3  //  #L3Mnonprofit<br />
Include branding elements in videos<br />@angiepascale  //  @Location3  //  #L3Mnonprofit<br />
SOCIAL MEDIA<br />Measuring Success <br />@angiepascale  //  @Location3  //  #L3Mnonprofit<br />
Which posts/videos had most response<br />Who interacted the most<br />Basic fan demographics <br />@angiepascale  //  @Lo...
Record growth of followers, fans and subscribers from month to month<br />@angiepascale  //  @Location3  // #L3Mnonprofit<...
Decrease of negative comments<br />Increase of <br />positive comments<br />@angiepascale  //  @Location3  //  #L3Mnonprof...
GOOGLE ANALYTICS<br />Referring URLs<br />Time on Site/Bounce Rate<br />Unique vs. Returning Visitors<br />@angiepascale  ...
Social media<br />Resources<br /><ul><li>Facebook Fan Page Signup: http://www.facebook.com/pages
Facebook Best Practices for Nonprofits: http://www.diosacommunications.com/facebookbestpractices.htm
Facebook Vanity URL: http://www.facebook.com/username/
TwtPoll: http://twtpoll.com/
Yahoo! Answers: http://answers.yahoo.com/
Google AdWords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
TweetStats: http://tweetstats.com/
Bit.ly (URL shortener): http://bit.ly
YouTube Nonprofit Programs: http://www.youtube.com/nonprofits
YouTube Agent Change: http://www.youtube.com/agentchange
YouTube Video Volunteers: http://www.youtube.com/videovolunteers</li></ul>@angiepascale  //  @Location3  //  #L3Mnonprofit...
Nonprofit online marketing<br />Web Analytics<br />@samanthabedford//  @Location3  //  #L3Mnonprofit<br />
Nonprofit online marketing<br />What is Web Analytics?<br />Web analytics is the measurement, collection, analysis and rep...
Nonprofit online marketing<br />What is the value of  web analytics?<br />The value of web analytics is undeniable.<br />W...
Nonprofit online marketing<br />Newton’s Third Law of Motion - Repurposed<br />For every action, there is an opportunity f...
Nonprofit online marketing<br />Web Analytics Cycle - Prior to Data Collection<br />Set Goals<br />Implement Code<br />Ana...
Nonprofit online marketing<br />Web Analytics Cycle – Once Data Is Collecting<br />Translate Insights<br />Inspire Visitor...
Nonprofit online marketing<br />Free Tools<br />@samanthabedford//  @Location3  //  #L3Mnonprofit<br />
Nonprofit online marketing<br />SOS Outreach – Analytics Success<br />116.50% 	increase in visits<br />181.48% increase in...
Nonprofit online marketing<br />SOS Outreach – Analytics Success<br />@samanthabedford//  @Location3  //  #L3Mnonprofit<br />
Nonprofit online marketing<br />Analytics Services – Weekly Email Reporting<br />@samanthabedford//  @Location3  //  #L3Mn...
Nonprofit online marketing<br />Analytics Services - Reporting<br />Before Location3 Media<br />Sample report and results ...
Nonprofit online marketing<br />Google Website Optimizer (GWO)<br /><ul><li>GWO is a landing page optimization platform
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Interactive Marketing for Nonprofits

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Are you a nonprofit organization that needs help with online marketing? View this presentation to find out how to get more involved in PPC management, SEO, social media and analytics.

Learn how to leverage basic principles and best practices to raise awareness online, increase donations, generate more volunteer support and other goals specific to nonprofits. Additionally, discover how to obtain grant money from the search engines and apply it to successful paid search campaigns.

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Interactive Marketing for Nonprofits

  1. 1. LOCATION3 MEDIA’s<br />NONPROFIT SEMINAR<br />
  2. 2. DIGITAL MARKETING<br />I like<br />
  3. 3. WHY ARE WE HERE TODAY?<br />Let’s try to understand<br />
  4. 4.
  5. 5.
  6. 6. Things to Chew on<br />Your audience wants a voice<br />User Generated Content is the most influential piece of “media” you have<br />Best Buy is spending 20% less on TV and adding it to social<br />Pepsi pulled out of the Super Bowl to launch Pepsi Refresh<br />
  7. 7. Great digital advertising uses brand behaviors to inspire consumer behavior.<br />
  8. 8. In 8 ideas<br />Digital marketing <br />
  9. 9. Digital isn’t about technology<br />First: <br />
  10. 10.
  11. 11. IF YOU CAN’T BE A DIGITAL NATIVE, BECOME A DIGITAL IMMIGRANT<br />
  12. 12. Create Ideas that generate content, allow audience to be a part of story<br />This should be the fun part:<br />
  13. 13.
  14. 14. Be simple, be magical, never stop playing<br />Here are the nice warm and fuzzy words: <br />
  15. 15.
  16. 16. Leverage existing behavior<br />Crowd sourcing doesn’t have to suck…a.k.a….<br />
  17. 17.
  18. 18. Master conversation strategy<br />This takes significant time:<br />
  19. 19.
  20. 20. Expect Pain<br />I know you probably don’t want to hear this but,<br />
  21. 21. NONPROFIT ONLINE MARKETING<br />Pay Per Click<br />
  22. 22. Pay Per click<br />What is Pay Per Click?<br />Pay per click (PPC) is the pricing structure used by search engines to charge an advertiser each time a user clicks on the advertiser's ad.<br />The amount is usually set by the advertiser, not by the channel.<br />PPC lets you reach the right customers at the right time, shows success metrics almost instantaneously and provides actionable data for optimization efforts. <br />
  23. 23. Pay Per click<br />What basic terminology should I know?<br />Keywords<br />Impressions<br />Clicks<br />Click Through Rate (CTR)<br />Cost Per Click (CPC)<br />Match Types<br />Quality Score<br />Bids<br />Conversions<br />Conversion Rate<br />
  24. 24. Pay Per click<br />How do I create my keyword lists?<br />Research<br />Site content<br />Major categories<br />Competitors<br />Expand<br />Build on major categories<br />Utilize keyword tools (https://adwords.google.com/select/KeywordToolExternal) <br />Include as many relevant keywords as possible<br />Competitor keywords<br />Niche areas<br />Seasonal<br />Target<br />Use proper match types<br />
  25. 25. Pay Per click<br />How do I create my keyword lists?<br />Scrub<br />Filter through your keyword lists to eliminate irrelevant terms<br />Group<br />Organize your keywords in thematic clusters<br />Keywords should be grouped with ad copy in mind<br />Relevant keywords with targeted ads<br />Rinse and Repeat<br />Keyword development is ongoing<br />Search Query Report<br />Google Opportunity Reports<br />
  26. 26. Pay Per click<br />What are the keyword matching options?<br />Broad match: keyword <br />Phrase match: "keyword" <br />Exact match: [keyword] <br />Negative match: -keyword<br />
  27. 27. Pay Per click<br />How do I structure my campaigns?<br />Account Level<br />Campaign Level<br />Geo-Targeting<br />Search vs. Content<br />Major Categories<br />Ad Group Level<br />Specific Keyword Group<br />Tight Themes<br />Customize Ad Copy<br />Closely related ad text matching your specific keyword groups.<br />
  28. 28. Pay Per click<br />How do I create effective ad text?<br />Create simple, enticing ads<br />Use a strong call-to-action<br />Include your keywords in your ad text<br />Choose the best landing page<br />Test multiple ads in each ad group<br />
  29. 29. Pay Per click<br />How do I control the cost of my campaigns?<br />Keyword Bidding<br />Control the cost you are willing to pay per click<br />Max CPC<br />*Note: Google Grant campaigns cannot exceed a max CPC of $1.00.<br />Daily Budget Caps<br />Control the amount you are willing to spend per day<br />
  30. 30. Pay Per click<br />How do I target the right audience?<br />Geo-targeting<br />Country<br />State<br />City<br />Custom<br />Ad Scheduling<br />Day Parting<br />Time Parting<br />
  31. 31. Pay Per click<br />What type of distribution should I use?<br />Google Search/Search Partners<br />
  32. 32. Pay Per click<br />What type of distribution should I use?<br />Google Content Network<br />Note: Not available for Google Grant Funds.<br />
  33. 33. Pay Per click<br />How do I improve / optimize performance?<br />Conversion Goals<br />Goals should be measurable and have an associated monetary value<br />Donations<br />Volunteer Signups <br />Newsletters<br />Bid Management<br />Keyword specific bidding strategies based on accumulated data<br />Conversion Rates<br />Maximize traffic within funds<br />
  34. 34. Pay Per click<br />How do I get a Google Nonprofit Grant?<br />
  35. 35. Pay Per click<br />How do I get a Google Nonprofit Grant?<br />Eligibility<br />Available to 501(c)(3) certified nonprofit organizations<br />Organization include those serving the arts, education, health, science, technology, and volunteering<br />Restricted organizations include those selling goods/services, community groups (clubs, sports teams), and religious groups<br />Benefits<br />A grant of $10k per month to be used within the Google Adwords program<br />Google Checkout ™ (Donation) button available to certified nonprofits<br />Limitations<br /><ul><li>Google Content Network unavailable
  36. 36. Max bid of $1.00 per keyword</li></li></ul><li>NONPROFIT ONLINE MARKETING<br />Search Engine Optimization<br />
  37. 37. What is SEO?<br />“Search Engine Optimization is the process of improving the volume or quality of traffic to a web site or a web page from search engines via “natural” or un-paid search results.”<br />
  38. 38. “70% of search engine users choose to visit websites that appear in the top 10 organic results.”<br />-Forrester research<br />Maps<br />PPC<br />Organic<br />
  39. 39. Step 1: Choose your keywords<br />@tarla // @Location3 // #L3Mnonprofit<br />
  40. 40. How do I choose keywords?<br />“urban scholarship programs”<br />1. Determine pages relevant for SEO<br />2. Select keywords for each page<br />3. Research variations<br />4. Pull and compare data<br />5. Choose 2-4 keyword per page<br />“education nonprofit organization”<br />“giving to the arts” <br />“performing arts donations”<br />
  41. 41. Step 2: Benchmark<br />@tarla // @Location3 // #L3Mnonprofit<br />
  42. 42. What data should I benchmark?<br />Data from analytics:<br /><ul><li>organic visits
  43. 43. non-branded organic visits
  44. 44. organic conversions
  45. 45. non-branded organic conversions</li></ul>Data from the search engines:<br /><ul><li>number of backlinks
  46. 46. current positions on keywords</li></li></ul><li>Step 3: Optimize your website<br />
  47. 47. How do I optimize my website?<br /><ul><li>URLs
  48. 48. Titles
  49. 49. Meta Descriptions
  50. 50. Meta Keywords
  51. 51. Content
  52. 52. Internal Linking</li></li></ul><li>Step 4: Link Building<br />@tarla // @Location3 // #L3Mnonprofit<br />
  53. 53. What is link building? <br />Acquiring links from relevant sources (websites/blogs) that direct back to your site, preferably with a chosen keyword in the anchor text.<br />Why do we need to link build? <br />The search engines (Google in particular) see these links as “votes” for a website, so the more links from high quality, relevant sites, the higher the site will rank. <br />
  54. 54. How do I link build?<br />Submit to online directories:<br /><ul><li>Business.com
  55. 55. Best of the Web
  56. 56. Yahoo! Directories
  57. 57. DMOZ</li></ul>Contact partners, affiliates and other organizational relationships.<br />
  58. 58. What types of links are available?<br />Sidebar<br />Image<br />In Content<br />
  59. 59. Step 5: Content<br />
  60. 60. What content do I need to create?<br /><ul><li>Content for the site
  61. 61. Press releases
  62. 62. Articles
  63. 63. Blog!!!</li></ul>What do I do with the content?<br /><ul><li>Post on your website
  64. 64. Post on others websites/blogs
  65. 65. Article and press release syndication sites
  66. 66. Facebook and Twitter
  67. 67. Social news and bookmarking sites
  68. 68. Blog!!!</li></li></ul><li>Step 6: Reporting<br />@tarla // @Location3 // #L3Mnonprofit<br />
  69. 69. What data is important to SEO?<br /><ul><li>Keyword positions
  70. 70. Organic traffic by keyword and keyword groups
  71. 71. Total organic non-branded traffic</li></li></ul><li>Free Tools<br />Keyword Search Volume:<br />Google Adwords External Tool<br />Keyword Variations:<br />Google Adwords External Tool<br />Search queries<br />Google Suggested search<br />Check Backlinks:<br />Yahoo! Site Explorer<br />Website Reporting:<br />Google Analytics<br />Google Webmaster Tools<br />MSN Webmaster Center<br />
  72. 72. NONPROFIT ONLINE MARKETING<br />Social Media<br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  73. 73. @angiepascale // @Location3 // #L3Mnonprofit<br />
  74. 74. @angiepascale // @Location3 // #L3Mnonprofit<br />
  75. 75. Create a Fan Page<br />not a Group<br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  76. 76. Create a branded vanity URL<br />@angiepascale // @Location3 //#L3Mnonprofit<br />
  77. 77. Customize your Fan Page with apps, Static FBML, boxes, etc.<br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  78. 78. Ask questions in status updates<br />Engage fans and encourage conversations<br />Start discussions<br />Poll/survey fans<br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  79. 79. Twitter is a two-way conversation, not a monologue<br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  80. 80. Build followers by following relevant, interesting people<br />@angiepascale // @Location3 //#L3Mnonprofit<br />
  81. 81. Ask & answer questions<br />RT generously <br /> Compliment others <br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  82. 82. Don’t be like Augustus;<br />Social media<br />Twitter<br />Use moderation<br />@angiepascale // @Location3 //#L3Mnonprofit<br />
  83. 83. Join YouTube’s Nonprofit Program<br />@angiepascale // @Location3 //#L3Mnonprofit<br />
  84. 84. Add keyword-rich title and tags<br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  85. 85. Add descriptions <br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  86. 86. Include branding elements in videos<br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  87. 87. SOCIAL MEDIA<br />Measuring Success <br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  88. 88. Which posts/videos had most response<br />Who interacted the most<br />Basic fan demographics <br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  89. 89. Record growth of followers, fans and subscribers from month to month<br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  90. 90. Decrease of negative comments<br />Increase of <br />positive comments<br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  91. 91. GOOGLE ANALYTICS<br />Referring URLs<br />Time on Site/Bounce Rate<br />Unique vs. Returning Visitors<br />@angiepascale // @Location3 // #L3Mnonprofit<br />
  92. 92. Social media<br />Resources<br /><ul><li>Facebook Fan Page Signup: http://www.facebook.com/pages
  93. 93. Facebook Best Practices for Nonprofits: http://www.diosacommunications.com/facebookbestpractices.htm
  94. 94. Facebook Vanity URL: http://www.facebook.com/username/
  95. 95. TwtPoll: http://twtpoll.com/
  96. 96. Yahoo! Answers: http://answers.yahoo.com/
  97. 97. Google AdWords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
  98. 98. TweetStats: http://tweetstats.com/
  99. 99. Bit.ly (URL shortener): http://bit.ly
  100. 100. YouTube Nonprofit Programs: http://www.youtube.com/nonprofits
  101. 101. YouTube Agent Change: http://www.youtube.com/agentchange
  102. 102. YouTube Video Volunteers: http://www.youtube.com/videovolunteers</li></ul>@angiepascale // @Location3 // #L3Mnonprofit<br />
  103. 103. Nonprofit online marketing<br />Web Analytics<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  104. 104. Nonprofit online marketing<br />What is Web Analytics?<br />Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. <br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  105. 105. Nonprofit online marketing<br />What is the value of web analytics?<br />The value of web analytics is undeniable.<br />Web analytics data >> customer intelligence >> actionable insights >> improve site performance >> increase donations/volunteers <br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  106. 106. Nonprofit online marketing<br />Newton’s Third Law of Motion - Repurposed<br />For every action, there is an opportunity for an intelligent reaction.<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  107. 107. Nonprofit online marketing<br />Web Analytics Cycle - Prior to Data Collection<br />Set Goals<br />Implement Code<br />Analyze Data<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  108. 108. Nonprofit online marketing<br />Web Analytics Cycle – Once Data Is Collecting<br />Translate Insights<br />Inspire Visitors<br />Continually Collect Data<br />Reporting<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  109. 109. Nonprofit online marketing<br />Free Tools<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  110. 110. Nonprofit online marketing<br />SOS Outreach – Analytics Success<br />116.50% increase in visits<br />181.48% increase in page views<br />30.01% increase in pages per visit<br />36.40% increase in average time on site<br />18.91% decrease in percentage of new visits<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  111. 111. Nonprofit online marketing<br />SOS Outreach – Analytics Success<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  112. 112. Nonprofit online marketing<br />Analytics Services – Weekly Email Reporting<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  113. 113. Nonprofit online marketing<br />Analytics Services - Reporting<br />Before Location3 Media<br />Sample report and results from our insights<br />Before and after<br />Put together a basic initial look at their analytics……<br />After Location3 Media<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  114. 114. Nonprofit online marketing<br />Google Website Optimizer (GWO)<br /><ul><li>GWO is a landing page optimization platform
  115. 115. Lets various versions of landing page elements go head-to-head to see which combination generates the most volunteers/donations </li></ul>Case study<br />http://www.searchenginemarketingstrategy.com/wwcs/<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  116. 116. Nonprofit online marketing<br />Attention Wizard – Eye Tracking<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  117. 117. Nonprofit online marketing<br />Crazy Egg Heat Maps<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  118. 118. Nonprofit online marketing<br />Google Site Overlay Report<br />@samanthabedford// @Location3 // #L3Mnonprofit<br />
  119. 119. NONPROFIT ONLINE MARKETING<br />Mobile Marketing<br />
  120. 120. MOBILE MARKETING<br />Importance of Mobile<br /><ul><li>SMS available on over 98% of ALL cell phones
  121. 121. More than 100 billion SMS sent monthly
  122. 122. 93% of adults ages 18 - 29 now have a cell phone
  123. 123. 250 million American mobile customers</li></ul>Donations via SMS have generated more than $1 million in $5 gifts alone.<br />Source: Pew Internet Research, 2008 & 2009<br />
  124. 124. MOBILE MARKETING<br />Importance of Mobile<br />Typical U.S. text messenger: <br /><ul><li>38 years old
  125. 125. 51% female
  126. 126. Sends/receives 357 text messages per month</li></ul>Source: Pew Internet Research, 2008 & 2009<br />
  127. 127. MOBILE MARKETING<br />Haiti Case Study<br />January 12 Earthquake hits<br />January 13 Text HAITI SMS campaign debuts<br />January 13 $1.5M<br />January 14 $4.7M<br />January 17 $20M<br />
  128. 128. MOBILE MARKETING<br />Smaller Mobile Giving Projects<br />mGive’s Keep a Child Alive – Text ALIVE to 90999<br />St. Jude Children’s Research Hospital – Text HOPE to 90999<br />NASCAR Foundation – Text NASCARDAY to 90999<br />USA Cares – Text iCare to 90999<br />United Way – Text FIT to 864833<br />Best Friends Animal Society– Text PETS 90999<br />Go Red for Women American Heart Assoc. – Text HEART to 90999<br />MADD – Text MADD to 90999<br />
  129. 129. MOBILE MARKETING<br />Mobile Giving Foundation<br /><ul><li>Organization that enables charitable giving over network of U.S. wireless carriers; they are registered in all states to accept wireless charitable solicitations
  130. 130. 400 nonprofit organizations running more than 800 campaigns with $5 to $10 donation points</li></ul>www.MobileGiving.org<br /><ul><li>Participation rates range from 1.5% to over 18%
  131. 131. Mobile giving campaigns often outpace online donor acquisition by a 3:1 factor</li></li></ul><li>MOBILE MARKETING<br />Mobile Giving Foundation<br />WHY DOES IT WORK SO WELL?<br /><ul><li>Engage many contributors in a secure manner
  132. 132. Fast course of action without wait or hold times
  133. 133. Billing is accurate because of pre-determined dollar amount
  134. 134. Organizations ability to see immediate results
  135. 135. Ability for “texters” to respond immediately</li></li></ul><li>MOBILE MARKETING<br />MGF – How it Works<br /><ul><li>Application is submitted to MGF for approval
  136. 136. Once approved, develop campaign in conjunction with other donation strategies
  137. 137. Work with MGF messaging platform
  138. 138. Wireless carriers pass 100% of funds to MGF and MGF passes along donations to nonprofit
  139. 139. Costs include short-code rental, reporting, and messaging charges</li></li></ul><li>MOBILE MARKETING<br />MGF – To Qualify<br /><ul><li>Must be exempt from income tax under section 501(c)(3)
  140. 140. Must be listed as a soliciting charity in the state where solicitations occur
  141. 141. Must be in compliance with all state and federal laws
  142. 142. Must be operational for at least one year
  143. 143. For entire list of standards see: http://mobilegiving.org/Files/MGFGuidelines.pdf</li></li></ul><li>NONPROFIT ONLINE MARKETING<br />SOS OUTREACH CASE STUDY<br />
  144. 144. SOS OUTREACHA Youth Development Charity<br />
  145. 145. What is SOS Outreach?<br />Headquarters: Edwards, CO<br />Status: 501 (c)(3) <br />Offers: Year round outdoor recreation programs to build self-esteem <br />Total Participants: 4,500 yearly with recent merger with Meet the Wilderness<br />3,000 through snowsports and 2,000 through adventure programs<br />Relies on 950 volunteers annually and 500 donors to produce programs<br />
  146. 146. SOS Outreach: Key Audiences<br />
  147. 147. SOS Outreach<br />
  148. 148.
  149. 149. Google Analytics<br />Site Usage June 1, 2009 – April 22, 2010:<br />51,359 Visits<br />196,939 Pageviews<br />3.83 Pages/Visit<br />51.17% <br />00:03:25 <br />61.54% % New Visitors to the Site<br />Visitors Completed 2,803 goal conversions<br />
  150. 150. Integrationof Social Networking<br />SOS Outreach – Featured photos, videos, blogs post to Twitter using Twitterfeed.com<br />Twitter connected to LinkedIn, MySpace<br />Facebook Fan Page – Posts to Twitter and MySpace <br />Members of SOS Outreach can post content they’ve uploaded to other social networks with one click<br />
  151. 151. Twitter<br />
  152. 152. Twitter<br />
  153. 153. Facebook<br />
  154. 154. Facebook<br />
  155. 155. YouTube<br />Google Checkout ™ Integration<br />
  156. 156. Impact<br />“My son has benefited enormously from participating in the SOS program. He can explore challenges and friendships in an environment free from the pressures of school, and is recognized for what he brings to the team rather than by academic standards.” <br />“I have personally witnessed how SOS transformed the lives of countless children in the middle school where I taught as well as the high school where I currently teach. It has helped kids stay on the "straight and narrow"…kids who I could see were headed for a weak future.”<br />
  157. 157. SOS Outreach<br />P.O. Box 2020<br />Avon, CO 81620<br />970.926.9292<br />sosoutreach.org<br />twitter.com/sosoutreach<br />facebook.com/sosoutreach<br />youtube.com/sosoutreach<br />
  158. 158. LOCATION3 MEDIA’s<br />NONPROFIT SEMINAR<br />Twitter // @location3Email // info@location3.comPhone // 720.881.8510Facebook// facebook.com/location3mediaLinkedIn // linkedin.com/companies/location3-mediaYouTube // http://www.youtube.com/user/location3media <br />
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