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Inbound Marketing
 

Inbound Marketing

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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 boost 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, drive 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 Inbound Marketing Presentation Transcript

    • Inbound Marketing: Attract More Donors, Volunteers & Others Allan PresselA Service Of: Sponsored by:
    • Synthesis Partnership works with nonprofit organizations facing or creating change toalign strategy, identity, capacity and facilities with vision, mission and values.A Service Of: Sponsored by:
    • Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
    • Today’s Speaker Allan Pressel CEO/founder, CharityFindersAssisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
    • Inbound Marketing: The Latest Techniques to Attract More Donors, Volunteers, and OthersEvery nonprofit should have a website that actually furthers its mission -- not just describes it… Nonprofit Webinars Presented by: Allan Pressel, CEO/founder CharityFinders 877-456-3210 www.CharityFinders.com Allan@CharityFinders.com
    • Inbound marketing goals1. Maximize inbound, online leads2. Maximize lead quality3. Maximize conversion rate © CharityFinders, proprietary & confidential, not for reproduction
    • Inbound marketing techniques1. Search engine optimization (SEO)2. Search engine marketing (SEM)3. Pay-per-click (PPC)4. Blogging5. Content creation6. E-newsletters7. Articles8. Social media9. Website © CharityFinders, proprietary & confidential, not for reproduction
    • Search Engine Optimization (part 1) 1. What are the key search engines? 2. How do they work? • 200+ ranking factors! 3. What can you do to optimize your search engine standings? a. Metatags • Description • should be < 150 characters • Keyword b. Choosing and Using Keywords • < 10 keywords per page • Use keywords/phrases liberally in page title, headings, body • Use HTML tags to denote headings (e.g., H1, H2, etc.) • Use different keywords on different pages • Keep them updated • You should have a keyword that is in your website address. • You should have a keyword that is in your page title © CharityFinders, proprietary & confidential, not for reproduction
    • 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.com d. Links • Incoming • Count your link:in Google, type “link:www.yournonprofit.org” • Choose relevant, reputable sites • Outgoing • Twitter account • # followers • Tweet/retweets © CharityFinders, proprietary & confidential, not for reproduction
    • 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.com e. Avoid splash pages f. Don’t require cookies g. Use alt text (on every image) h. Robots.txt i. Search engines prefer HTML j. Search engines prefer text over graphics k. Don’t use frames l. Be careful with Flash and JavaScript m. Create a site map n. All pages should be easy to navigate to (esp. home page) o. Create focused pages © CharityFinders, proprietary & confidential, not for reproduction
    • 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.com r. Use conversion forms s. Page titles should be descriptive, and <70 characters t. Purchase your domain name (URL) for as long a period as possible u. Get your traffic rank at www.alexa.com v. Your site should display with or without the “www” • set up a permanent “301” redirect w. Create articles x. Issue press releases y. Videos z. Keep your site updated frequently aa. Get people to review you (Yelp, etc.) bb.Register with search engines SEO is based on unknown and changing algorithms! © CharityFinders, proprietary & confidential, not for reproduction
    • Cool technology • Donor thank you videos • Text to donate (or anything!) • QR codes © CharityFinders, proprietary & confidential, not for reproduction
    • Private Website Consultation I’d like to offer each of you a free private website consultation  One hour  Consultation includes:  CharityFinders’ assessment of your site  Recommendations  Building your nonprofits most-needed functionality  In person or by webinar  Include anyone you want (e.g., ED, DD, board members, etc.)  In one location or several  We’ll contact you in 1-2 business days to schedule the consultation © CharityFinders, proprietary & confidential, not for reproduction
    • Page Rank Google PageRank (0-10)  Ranks the importance of a web page  Calculate your own PageRank  www.top25web.com/pagerank © CharityFinders, proprietary & confidential, not for reproduction
    • Social Mediasphere del.icio.us bookmarks  Enables web users to save their bookmarks  Helps you get more traffic  Encourage as many people as possible to bookmark your site on del.icio.us digg.com  socialmedia site  anyone can submit articles, and vote for them  You should submit your organization’s articles © CharityFinders, proprietary & confidential, not for reproduction
    • Website Grader Report Grades your site: 0-100  Ranks the percentile of a web page regarding its marketing effectiveness  Blends data from:  search engine data  website structure  traffic  site performance  etc.  Calculate your own website grade  www.websitegrader.com © CharityFinders, proprietary & confidential, not for reproduction
    • Search Engine Marketing (SEM) is Cost Effective• SEM is substantially lower cost than traditional marketing efforts• Cost of Acquisition Across Different Channels © CharityFinders, proprietary & confidential, not for reproduction
    • Sponsored Link: to attract clients` © CharityFinders, proprietary & confidential, not for reproduction
    • Landing Page: for clients © CharityFinders, proprietary & confidential, not for reproduction
    • Sponsored Link: to attract donors © CharityFinders, proprietary & confidential, not for reproduction
    • Landing Page: for donors © CharityFinders, proprietary & confidential, not for reproduction
    • Inbound marketing tools Tools • HubSpot • ThriveHive © CharityFinders, proprietary & confidential, not for reproduction
    • Your website: 7 Key Goals of an Effective Website You should strive to achieve these goals for your site: •Findability •Stickiness •Loyalty •Referability •Maximum conversion rate •Dynamism •Positive ROI © CharityFinders, proprietary & confidential, not for reproduction
    • Contact Information Allan Pressel, CEO/founder Allan@CharityFinders.com www.CharityFinders.com 877-456-3210 641 21st St. Hermosa Beach, CA 90254 © CharityFinders, proprietary & confidential, not for reproduction
    • Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: