Kivi Leroux Miller, President, NonprofitMarketingGuide.com Content marketing is about producing relevant communications that naturally and easily attract supporters to your cause, rather that interrupting them with what you think is important. We’ll look at how social media is the perfect playground for nonprofits to experiment and discover what’s most relevant and compelling to your supporters, and how this can inform your content strategy in email, direct mail, and more.

1. http://www.flickr.com/photos/37922399@N05/9728739520
Social Media: Your
Content Marketing Playground
Kivi Leroux Miller @kivilm
Nonprofit Marketing Guide.com
Content Marketing for Nonprofits.com

2. Content Marketing???
Communicating great stuff
that attracts people to you,
rather than interrupting them
with what you desperately
want them to read.

3. http://www.flickr.com/photos/chefranden/741135828
The Broccoli:
What you want to write

4. http://www.flickr.com/photos/nate/412768397
The Cheese:
What they want to read

5. http://www.flickr.com/photos/habesha/399355643
Thus, the messy reality of your
nonprofit communications strategy

6. CHEESE!

7. CHEESE!

8. BROCCOLI!

9. The Bad News:
Typical nonprofit
social media posts
are pure broccoli.
http://www.flickr.com/photos/stovak/2378145902/

10. http://www.flickr.com/photos/refractedmoments/244856192
The Good News:
You can use social
media to discover
more cheese!

11. Let it be your
Content
Marketing
Playground.
http://www.flickr.com/photos/barneymoss/9520669372
No real social
media strategy?
No problem!

12. (Let’s be
honest: We
don’t know
what’s going
on behind
the curtains
anyway.)

13. http://www.flickr.com/photos/33677687@N00/9289022060
Play these three games and you too
can rock social media.

14. Playground
Game #1:
Find what
bonds
supporters
to you.
http://www.flickr.com/photos/iamian_/4006357909/

15. “Our biggest group on Facebook
is the artist community and they
tend to respond to the art-inprocess posts. When we post
pictures, people will respond
saying they know the artist, or
will ask technical questions
about the pieces.”
Rachel Hicks, Director of Programs and
Communications, Archie Bray Foundation
for the Ceramic Arts
Quote Source: Content Marketing for Nonprofits

16. http://www.flickr.com/photos/edenpictures/6176105559/
Playground
Game #2:
Find the
best way to
be helpful.

17. “I tend to post links to helpful
information like home repair
and maintenance tips and
budgeting ideas. I try to link
the advice to current events.
Rainy day? I’ll post about why
it’s important to have clean
gutters.”
Amanda Welliver, Communications
Coordinator, Community Neighborhood
Housing Services
Quote Source: Content Marketing for Nonprofits

18. http://www.flickr.com/photos/cayusa/1682922576/
Playground Game #3:
Find your outdoor
voice – your real
personality.

19. “Social media gave the HSUS
an opportunity to humanize
a brand that is considered by
many to be “old school.”
We’ve tried to create a
persona of being responsive
and fun, but caring about the
core issues too.”
Carie Lewis Carlson, Deputy Director,
Online Communications, HSUS
Quote Source: Content Marketing for Nonprofits

20. Use social media to discover . . .
1
What bonds them to you.
2
How to be helpful.
3
Your real personality.

21. Now, bridge what
you’ve learned in
social media to your
other communications.
(Hint: The easiest
place to start is
with your boring
newsletter. )
http://www.flickr.com/photos/whatnot/47629488

22. Source: 2012 Nonprofit Marketing Guide Poll of 299 nonprofits.
http://www.nonprofitmarketingguide.com/blog/2012/08/16/six-ways-social-media-has-affected-nonprofit-newsletters/
http://www.flickr.com/photos/pat_ossa/3912574243
2/3 of
nonprofits
said social
media had a
positive effect
on their
newsletters.

23. http://www.flickr.com/photos/edenpictures/4892113708/
THINK: How can you
translate what you’ve
learned to email,
direct mail and events?

24. But what if
something
goes
wrong?
(Now, now,
it’s just a
little bump.)
http://www.flickr.com/photos/donhomer/6891007636/

25. http://www.flickr.com/photos/derek_b/2622760671
Just tell everyone to hold on tight.
It will be fun, promise!

26. Swing high,
and learn
something.
http://www.flickr.com/photos/84744710@N06/7993603154

27. Kivi Leroux Miller
@kivilm
Fb.com/nonprofitmarketingguide
Fb.com/contentmarketingfornonprofits
kivi@ecoscribe.com
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