7 Ways to Use Content:Start, Stoke, and
Speed Up Engagement
Pursuant.com | @pursuant | benstroup.com | @ben_stroup
•  Nonprofits exist to solve a problem."
"
•  Engagement is not limited to donors."
"
•  Not trying new things is robbing l...
Acquisition/Introduction
Retention/Cultivation
Assimilation/ConnectionAttrition/Graduation
Lifecycle Of Engagement
Everyone is always selling something.
To Sell is Human
Nonprofits sell…
• Significance"
• Purpose/Meaning"
• Community"
• Impact"
"
Through…"
"
•  Volunteer opportunities"
•  Out...
Consumer habits have changed.
• People are more likely to discover you online before they
meet you in person."
"
• What others say about you is more imp...
How we find what we’re looking for is changing.
•  Social media"
•  Google"
•  Peer networks"
•  Events"
•  Direct Mail"
•  Email"
•  Books/eBooks"
•  Web"
•  Podcasts"
W...
What we're looking for is changing.
90%
of consumers find
custom content useful.
Custom Content—Wanted!
78%
believe that organizations
providing custom content
are interested in building
good relationships
with them.
Custom Co...
•  Engage others who want to create the same kind of change
we do."
"
•  Prompt conversation with qualified donors."
"
•  P...
7 Ways Content Can Start, Stoke, and Speed Up
Engagement
ONE
Send a "content series" to a potential donor or supporter who
has expressed interest in your organization.
TWO
Blast mobile-sensitive content to your existing database to
remind them you still exist.
THREE
Create and distribute content in a variety of formats to satisfy
a variety of consumption habits.
FOUR
Create content with the intent to empower
others to share on your behalf.
Make the content:
•  Relevant
•  Useful
•  ...
FIVE
Offer downloadable content as a prompt to get vital
information about the user. (Hint: Permission.)
SIX
Include content as part of your follow up to a conference call
or in-person meeting.
SEVEN
Use content to outline a plan of action that shows how others
can help themselves—and you. (Hint: Calendar prompts.)
•  Elevate you above the noise."
"
•  Add value to others."
"
•  Affirm that you are relevant and effective."
Strategically...
"
•  Limit your dependence on in-person events or encounters."
"
•  Focus your efforts on owned and earned media to comple...
“I understand your world.”
and
“I’m not here to waste your time asking you to teach
me about your business.”
- from The Ch...
Engagement Systems Lead to Sustainability and Growth
Ben Stroup T: @ben_stroup"
W: benstroup.com"
G+: gplus.to/benstroup"
E: ben.stroup@pursuant.com"
7 Ways to Use Content: Start, Stoke, and Speed Up Engagement
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7 Ways to Use Content: Start, Stoke, and Speed Up Engagement

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Learn how your nonprofit can use content marketing to increase engagement. Pursuant (www.pursuant.com) hosts the webinar led by Ben Stroup (www.benstroup.com). Watch the entire presentation: http://www.pursuant.com/fundraising-resources/7-ways-content-start-stoke-speed-engagement/

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7 Ways to Use Content: Start, Stoke, and Speed Up Engagement

  1. 1. 7 Ways to Use Content:Start, Stoke, and Speed Up Engagement Pursuant.com | @pursuant | benstroup.com | @ben_stroup
  2. 2. •  Nonprofits exist to solve a problem." " •  Engagement is not limited to donors." " •  Not trying new things is robbing leaders of impact opportunities." " •  Content Marketing is systematic and process-driven. It exists at the intersection of marketing, communications, and technology. " A Few Observations …
  3. 3. Acquisition/Introduction Retention/Cultivation Assimilation/ConnectionAttrition/Graduation Lifecycle Of Engagement
  4. 4. Everyone is always selling something.
  5. 5. To Sell is Human
  6. 6. Nonprofits sell… • Significance" • Purpose/Meaning" • Community" • Impact" " Through…" " •  Volunteer opportunities" •  Outreach" •  Social influence" •  Donations" What exactly do nonprofits sell?
  7. 7. Consumer habits have changed.
  8. 8. • People are more likely to discover you online before they meet you in person." " • What others say about you is more important than what you say about you." " • People are generally skeptical; they want to validate you before they will engage with you." " How have buying habits changed?
  9. 9. How we find what we’re looking for is changing.
  10. 10. •  Social media" •  Google" •  Peer networks" •  Events" •  Direct Mail" •  Email" •  Books/eBooks" •  Web" •  Podcasts" Where will other discover you?
  11. 11. What we're looking for is changing.
  12. 12. 90% of consumers find custom content useful. Custom Content—Wanted!
  13. 13. 78% believe that organizations providing custom content are interested in building good relationships with them. Custom Content Changes Perspective
  14. 14. •  Engage others who want to create the same kind of change we do." " •  Prompt conversation with qualified donors." " •  Provide a reason to connect “in between” personal encounters." " • Be actively present in places where others are likely to look for what you have to offer." Content Marketing Can Help You …
  15. 15. 7 Ways Content Can Start, Stoke, and Speed Up Engagement
  16. 16. ONE Send a "content series" to a potential donor or supporter who has expressed interest in your organization.
  17. 17. TWO Blast mobile-sensitive content to your existing database to remind them you still exist.
  18. 18. THREE Create and distribute content in a variety of formats to satisfy a variety of consumption habits.
  19. 19. FOUR Create content with the intent to empower others to share on your behalf. Make the content: •  Relevant •  Useful •  Timely
  20. 20. FIVE Offer downloadable content as a prompt to get vital information about the user. (Hint: Permission.)
  21. 21. SIX Include content as part of your follow up to a conference call or in-person meeting.
  22. 22. SEVEN Use content to outline a plan of action that shows how others can help themselves—and you. (Hint: Calendar prompts.)
  23. 23. •  Elevate you above the noise." " •  Add value to others." " •  Affirm that you are relevant and effective." Strategically Using Content Will …
  24. 24. " •  Limit your dependence on in-person events or encounters." " •  Focus your efforts on owned and earned media to complement paid media exposure." " •  Enhance community-building exercises through regular and consistent digital access to the author and his thoughts, perspectives, and life experiences." " •  Involve a variety of channels to ensure a broad base of the audience is reached." " •  Ensure consistent delivery on the brand promise to build trust." " •  Develop and deploy subscriber philosophy to turn anonymous supporters into a base of people that can be known and communicated with strategically." Consistent Execution Of Fundamental Strategies Will…
  25. 25. “I understand your world.” and “I’m not here to waste your time asking you to teach me about your business.” - from The Challenger Sale by Matthew Dixon and Brent Adamson
  26. 26. Engagement Systems Lead to Sustainability and Growth
  27. 27. Ben Stroup T: @ben_stroup" W: benstroup.com" G+: gplus.to/benstroup" E: ben.stroup@pursuant.com"

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