Inbound Marketing: The Latest Techniques to Attract More Donors, Volunteers, and Others
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Inbound Marketing: The Latest Techniques to Attract More Donors, Volunteers, and Others

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Nonprofits’ efforts to find supporters are rapidly being supplanted by the need for supporters to easily find you. Learn about specific, low-cost marketing and fundraising techniques that will drive ...

Nonprofits’ efforts to find supporters are rapidly being supplanted by the need for supporters to easily find you. Learn about specific, low-cost marketing and fundraising techniques that will drive more traffic to you online, and increase your “conversion rate” so more of them become donors, event attendees, and other supporters. We’ll examine how to implement inbound marketing by combining techniques like search engine optimization, pay-per-click, blogs, articles, websites, landing pages, calls to action, links, social media, and more to promote and leverage your content, boost online traffic, generate leads, and convert those leads into supporters. We’ll also discuss how to easily measure results to validate that your fundraising programs are working.

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Inbound Marketing: The Latest Techniques to Attract More Donors, Volunteers, and Others Inbound Marketing: The Latest Techniques to Attract More Donors, Volunteers, and Others Presentation Transcript

  • Sponsored by:Inbound Marketing: The Latest Techniques toAttract More Donors, Volunteers, and OthersAllan PresselMay 7, 2013Use Twitter Hashtag #npwebPartOf:
  • Sponsored by:Protecting and Preserving theInstitutional Memories ofNonprofits Since 1993www.cjwconsulting.com(866) 598-0430info@cjwconsulting.comPartOf:
  • Sponsored by:PartOf:Coming this June
  • Sponsored by:Today’s SpeakerAllan PresselCEO/FounderPowerSite123Hosting:Cheri J Weissman, CJW Consulting & Services, Inc.Assisting with chat questions:Jamie Maloney, 4GoodPartOf:
  • Presented by:Allan Pressel, CEO/founderPowerSite123 (formerly known as CharityFinders)877-456-3210www.PowerSite123.comAllan@PowerSite123.comInbound Marketing: The Latest Techniques toAttract More Donors, Volunteers, and OthersPlanet PhilanthropyJune 10, 2013
  • Inbound marketing• Goals• Maximize inbound, online leads• Maximize lead quality• Maximize conversion rate• Techniques• Search engine optimization (SEO)• Search engine marketing (SEM)• Pay-per-click (PPC)• Blogging• Content creation• E-newsletters• Articles• Videos• Social media• Website
  • Search Engine Optimization (part 1)1. What are the key search engines?2. How do they work?• 200+ ranking factors!3. How can you optimize your search engine standing?a. Metatags• Description• < 150 characters• Keywordb. Choosing and using keywords• < 5 keywords per page• Use keywords/phrases liberally in:• Content• Headings• Image tags• URL• Page title• Use HTML tags to denote headings (e.g., H1, H2, etc.)• Use different keywords on different pages• Keep them updated
  • Search Engine Optimization (part 2)c. Keyword selector tools• http://inventory.overture.com/d/searchinventory/suggestion• Google Zeitgeist - www.google.com/press/zeitgeist.html• Google AdWords Keyword Tool -https://adwords.google.com/select/KeywordToolExternal• Google Trends - www.google.com/trends• MSN Search Insider - www.imagine-msn.com/insider• Yahoo Buzz Index: http://buzz.yahoo.comd. Links• Incoming• Count your link:in Google, type“link:www.yournonprofit.org”• Choose relevant, reputable sites• Outgoing• Twitter account• # followers• Tweet/retweets
  • Search Engine Optimization (part 3)d. Use blogs• Within your site• Interactivity• Offer RSS feeds• Lots of incoming links• Submit your blog to technorati.com• Submit your blog to bloggrader.come. Avoid splash pagesf. Don’t require cookiesg. Use alt text (on every image)h. Robots.txti. Search engines prefer HTMLj. Search engines prefer text over graphicsk. Don’t use framesl. Be careful with Flash and JavaScriptm. Create a site mapn. All pages should be easy to navigate to (esp. home)o. Create focused pages
  • Search Engine Optimization (part 4)q. Get listed in important directories:• The Open Directory Project: www.dmoz.org• Yahoo Directory: http://dir.yahoo.com• ZoomInfo Directory: www.zoominfo.comr. Use conversion formss. Page titles should be descriptive (<70 characters)t. Buy domain name (URL) for as long as possible
  • Search Engine Optimization (part 5)u. Get your traffic rank at www.alexa.comv. Your site should display with or without the “www”• set up a permanent “301” redirectw. Keep your site updated frequentlyx. Videosy. Register with search engines• Unpaid• PaidSEO is based on unknown and changingalgorithms!
  • Measuring Successwww.webrankstats.com
  • Cool technology• Video spokesperson• Text to donate (or anything!)• Animoto• QR codes
  • Social Mediasphere• Delicious.com bookmarks– Enables web users to save their bookmarks– Helps you get more traffic– Encourage as many people as possible tobookmark your site on del.icio.us• digg.com– social media site– anyone can submit articles, and vote forthem– You should submit your organization’sarticles
  • Search Engine Ads: to attract clients
  • Landing Page: for clients
  • Search Engine Ads: to attract donors
  • Landing Page: for donors
  • Google Alerts– www.google.com/alertsGoogle Grants– www.google.com/grants
  • Prospect research/wealth screening of your database– Blackbaud’s Target Analytics (www.blackbaud.com/analytics)
  • Zillow (www.zillow.com)
  • Grant sources– Grantstation– Guidestar – Grant Explorer– Foundation Center– NOZA Search
  • Forum MarketingGoogle: “forum:topic”
  • You should set these goals for your site:•Findability•Stickiness•Loyalty•Referability•Maximum conversion rate•Dynamism•Positive ROI7 Key Goals of an EffectiveWebsite
  • Thanks!Allan Presselallan@PowerSite123.comwww.PowerSite123.com310-793-9707877-456-3210PowerSite1232323 Vanderbilt LaneRedondo Beach, CA 90278
  • Sponsored by:Find listings for our current seasonof webinars and register at:NonprofitWebinars.comPartOf: