New Tools And Rules For Nonprofit Marketing Success

DC Goodwill : A Fashion Story?

Em’s Results
1200 unique visitors per week
5% of blog readers are shoppers too!
An increase in revenue from retail sales
New publicity for Goodwill – NBC 4 and The Post
Breathing life into a established brand by telling a new story

New tools and rules for nonprofit marketing success ( and how consultants can help ) By Jocelyn Harmon Director of Development and Marketing, NPower Greater DC Region

You and you and you and…

The Stats
71% of American adults are online
71% of men and 70% of women are online
87% of 18 – 29 year olds are online.
91% of online adults send or read e-mail
57% of online adults have used the internet to watch or download video
Source: Pew Internet & American Life Project

The Stats
54% of online adults look online for news or information about politics or the upcoming campaigns
39% of internet users, or 57 million American adults, read blogs
32% of online adults rate a product, service or person using an online rating system
170 million MySpace members
Source: Pew Internet & American Life

Trust in broadcast media is on a steep DECLINE
“ Newspapers, magazines and television (including both their online and offline vehicles) are slipping in trust as individuals become more familiar with newer, collaborative information sharing resources more focused on their specific interests…Word-of-mouth rises above mainstream and digital media – people are more likely to believe a story if it is confirmed by a trusted, expert peer than if they read or hear about it from the media.”
Source: GolinHarris Trusted Media Index Overview, Spring 2007

What does it all mean?
Nonprofits don’t need huge advertising budgets, savvy PR consultants or flashy and expensive direct mail campaigns to promote their causes and raise money from consumers who aren’t listening anyway .

What does it all mean?
Nonprofits do need guidance to figure out how to frame their messages and use the new tools to “go to market.”

OK, I think I’m with you but how do you do it ?

Two Key Rules for Succeeding Online
#1 Be real.
#2 Flip the funnel.

Talk to Me

#1 Talk in your own voice.
People are tired of “corporate speak.”
Be passionate, be creative, but most of all be real !

#2 Flip the funnel.

Give the folks that LOVE you the messaging and tools to market on your behalf.

New Tools

Blogs
Blogs enable instant feedback and communication.
They put a real face on an organization.
They are easy to update.
Search engines love blogs.
Great way to build and organize content.

Charity Widgets
They are portable.
They enable the best kind of fundraising - person-to-person.
They can incorporate video, text and audio.
They enable impulse transactions.
Again, no HTML needed.

Social Networking Sites
Enable real and real-time conversations about charities.
Are places where people are already congregating.
Platforms for your supporters to support you.

Online Video
Helps show the emotional side of a charity.
They’re portable.

Summary 5 things to remember

1. The Internet is leveling the playing field for nonprofits. Now even the smallest groups have the opportunity to talk and be heard.

2. Consumers aren’t listening to you. They’re listening to what their trusted “advisors” say about you.

3. New marketing tools are easy for consumers to cut and paste and pass on. This “viral activity” can lead to an exponential increase in donations, participation, and sales for the smart charity.

4. Nonprofits need sound strategy to succeed online. This means, in part, having an authentic voice and engaging stakeholders in real conversations.

5. It’s a great time to be a marketer. Let’s go!

http://www.nonprofittechnologyblog.org	49
http://www.marketingfornonprofits.org	41
http://www.slideshare.net	2
http://translate.googleusercontent.com	1

New Tools And Rules For Nonprofit Marketing Success

by NPower on Nov 27, 2007

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 93

Statistics

New Tools And Rules For Nonprofit Marketing Success — Presentation Transcript