Online Marketing Tips for Nonprofits
Upcoming SlideShare
Loading in...5
×
 

Online Marketing Tips for Nonprofits

on

  • 1,311 views

Renowned marketers share expert online marketing tips for nonprofits and how to leverage technology in fundraising, marketing and communications, social media, mobile, and digital advertising.

Renowned marketers share expert online marketing tips for nonprofits and how to leverage technology in fundraising, marketing and communications, social media, mobile, and digital advertising.

http://www.blackbaud.com/npexperts

Experts share practical advice to move your mission forward.
Online fundraising has seen double-digit growth since 2009, which means more opportunity to add web-based tactics and technology to your list of fundraising ideas.

Blackbaud’s new eBook npEXPERTS captures the wisdom of 20 influential thinkers, top bloggers, pioneers, and nonprofit innovators who use their talents to make the world a better place. Discover their secrets with nonprofit marketing ideas for fundraising, email communication, social media, mobile engagement, and more!

Get it now at http://www.blackbaud.com/npexperts.

Statistics

Views

Total Views
1,311
Slideshare-icon Views on SlideShare
1,292
Embed Views
19

Actions

Likes
2
Downloads
7
Comments
0

1 Embed 19

https://twitter.com 19

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Online Marketing Tips for Nonprofits Online Marketing Tips for Nonprofits Document Transcript

    • ONLINE MARKETING INSIGHTS FOR NONPROFITS
    • FOREWORDMY MOM RECENTLY PURCHASED AN IPHONE® 5.I know, you probably already have one, but this was a big day inmy family. That purchase led to my 93-year-old grandma usinga smartphone to see and talk to her three (yep, I said three)one-year-old great-grandbabies. What an incredible momentfor someone who was born in the switchboard era.Technology has changed our world, hasn’t it?• 35% of the world uses the Internet and more than 1 billion people use a smartphone.• One out of every seven people in the world use Facebook. ®• 25% of all Internet users bank online.• Online fundraising has seen double-digit growth since 2009.The digital world pervades every aspect of our lives. Hidden inthat is the fact that our youth are growing up with Internet-enabled, app-running, social media-engaging smartphones inhand. They’ll be far more digital native than you or me.Which leads me to why you should take the time to read everyword of this ebook.Nonprofit experts in fundraising, marketing andcommunications, social media, mobile technology, digitaladvertising, and more have come together to bring youtop-notch insights and practical advice on how to leveragetechnology and the Internet for online marketing andfundraising growth.You’ve got Forbes’ most influential top bloggers, CFRE/ACFREs,animal lovers and association pros, pioneers and innovators,peer-to-peer fundraisers, and direct response agitators allin one place. But most of all, within this ebook resides thewisdom of a group of individuals who have dedicated theirlives to making the world a better place by using their talentsto make a real difference.I know you’ll enjoy.I’ve already read it, so I’m going to check on Grandma.Now that she’s a Facetime® user, we might catch her makingher first online donation before she turns ninety-four.Happy fundraising! BY FRANK BARRYFRANK BARRY is the director of digital marketing at Blackbaud. For over ten years, Frank has been helping nonprofits use the Internet so they canfocus on changing the world. Along with writing for industry publications like Mashable® and Social Media Today, Frank facilitates discussions for ®NTC, AFP, SXSW and bbcon. Oh, and he has triplet boys! Say “Hi” on Twitter® @franswaa and check out his blog on npENGAGE.
    • CONTENTSSOCIAL MEDIA 6 STEPS TO A 6 SPECIFIC CHALLENGES 3 WAYS TO USE SOCIAL SOCIAL MEDIA AND ITS WELL-MEASURED ONLINE FUNDRAISERS MEDIA IN YOUR NEXT RELATIONSHIP SOCIAL FUNDRAISING NEED TO CONSIDER CAMPAIGN TO ONLINE CAMPAIGN WHEN USING FACEBOOK FUNDRAISING BETH KANTER JOHN HAYDON AMY SAMPLE WARD CARIE LEWISEMAIL MARKETING THE SCIENCE SPEAK TO THE INNER WANNA RAISE NONPROFITS + OF EMAIL ANGEL, NOT THE INNER MONEY ONLINE? INTERNET = PEOPLE BOOKKEEPER DON’T FORGET INSPIRING PEOPLE ABOUT EMAIL STEVE MACLAUGHLIN KIVI LEROUX MILLERMOBILE GETTING PERSONAL MOBILE FUNDRAISING WITH MOBILE OPTIMIZATION BEN WONG EXPANDING BEYOND THINK HIGH-TECH/ CONVERT PEER-TO- PEER-TO-PEER THE FUNDRAISING HIGH-TOUCH TO PEER DONORS INTO FUNDRAISING IS A EVENT OPTIMIZE PEER-TO- RECURRING ONLINE SOCIAL MEDIUM PEER FUNDRAISING DONORS ROBYN MENDEZ DAVID HESSEKIEL JONO SMITH DONNA WILKINSINTEGRATED MARKETING INTEGRATED YOUR DONORS DON’T INTEGRATED ONLINE MARKETING – LIVE ONLY ONLINE MARKETING AND FUNDRAISING YESTERDAY AND OR ONLY OFFLINE… ONLINE FUNDRAISING TODAY WHY DO YOUR COMMUNICATIONS? DENNIS MCCARTHY MARC A. PITMAN ROGER M. CRAVER SCOTT PEARL IMPROVING DIRECT MARKETING RESPONSE WITH ONLINE ADVERTISING RICHARD BECKER npEXPERTS / TABLE OF CONTENTS / 1
    • SOCIAL MEDIA SURED teps to A WELL-MEA AISING C 6S IAL FUNDR SOC When nonprofits marry fundraising with mind, here are six steps to measure social fundraising. social media, social fundraising is the result. With many nonprofits having some Step 1: Define Success presence in social media, best practices in Beyond Dollars Raised One exercise you might want to go social fundraising are evolving quickly as nonprofits use measurement to learn a diverse group of staff and have them answer the following questions: what works best. There are some challenges to organization or program? measuring social fundraising. For example, social fundraising is organization or program? almost always employed in addition to other fundraising activities. Unless the metrics are carefully same questions about your social fundraising programs. to isolate the impact of the social If the answer to all those questions fundraising component. starts with a dollar sign, then you Sometimes fundraising campaigns have your metrics. But chances are may suffer from a “too small to fail” it’s a lot more complicated than that. complex. Major campaigns that One person will probably mention include PSAs, media tours, direct mail, relationships, another person will and events all have very visible costs, say it’s about meeting the budget, so ROI becomes an important metric. and someone else will talk about Yet, today’s technology makes it so expanding the donor base. You easy and inexpensive to implement may end up with two, three, or ten a social fundraising campaign that different goals. You need to prioritize making the effort to quantify the the goals and get everyone on the return may be considered not worth same page, or else your metrics, and the effort. But this is a great fallacy. perhaps your program, will surely Measurement is always worth the disappoint some fraction of the team. effort if it helps you make better decisions in the future. BETH KANTER , with co-author Allison Fine introduced the sector to a new way of thinking and operating in a connected world. Her second book, with co-author KD Paine, is a practical guide for using measurement and learning to achieve great social impacts. Read more from Beth at bethkanter.org or follow her on Twitter @kanter.2 / npEXPERTS /SOCIAL MEDIA
    • CAMPAIGN Step 2: Prioritize Step 6: Design Your Your Stakeholders measuring what in your organization. Program to Measure You may need to get a little technical. the Contribution of Find out what data is being tracked, number of diverse and frequently Specific Tactics over what period, how it’s stored, and how it can be exported. Is Social fundraising is typically part the keys to their success. You anyone doing any statistical analysis of an integrated campaign, so need to understand how a good of the data? You need to make a list measuring it is trying to track the relationship with each group can that includes any and all surveys that are conducted, any web analytics It is possible, but it requires both a bad relationship can hurt it. Make collected, any media monitoring commitment and planning. Standard a list of all your constituencies and programs, and any conversion data being stored. Don’t be surprised if a goal and associated metrics for a great relationship with that group you end up with a very long list. an entire campaign and launch would bring to your organization. all aspects of the campaign at Resources are never unlimited, so be once. However, if you are going to sure to prioritize your stakeholders Step 5: Choose Your Metrics effectively measure the contribution as well. Social fundraising can drive of social fundraising, you need to behavior in many forms beyond just be willing to roll out the campaign Step 3: Establish donations, including increasing the in phases and measure progress a Benchmark size of your network, the sharing of along the way. A good measurement information, subscriptions to your program looks at as many different Measurement is a comparative tool and whether you are measuring email responses, attendance at fundraising, new memberships, or Measuring social fundraising starts events and trade shows, and votes, community engagement, you either with goals and objectives that are to name a few. All are relatively easy need to benchmark against your usually easy to articulate. It also to measure once you have a tracking system in place. includes measuring engagement. Above all, measurement can help understand how good your numbers Typical metrics might be: your organization make informed really are. decisions and experiment with of donors tactics until they know what works, what doesn’t, who responds, who Step 4: Audit Your of donations doesn’t, and what is needed to get to Data Supply the dollar goal. The key to any measurement of donations program is the availability of data. A problem today is that data is typically kept in “silos” that are between donations controlled by different parts of an organization. It is not uncommon to If you are comparing social fundraising to other tactics, you different measurement systems all might want to add some cost ratios operating independently. The key to to your metrics such as cost per effective measurement is to get those donor acquired and life time value systems and the people who control of a donor. the data to talk to one another. npEXPERTS / SOCIAL MEDIA / 3
    • When was the last time you were approached by a stranger in the store asking for you to donate to a cause they cared about? Well, sure - it does happen. Especially around the holidays or for decision to give money is influenced by our peer networks and personal experiences. That’s why social media can be a valuable component of your online fundraising strategies. After all, it’s called “social” media for a reason! You can think about online You can then offer up snacks and you not only connect with those engagement as throwing a house drinks or even start conversations you know, but you get to make party. Your website is your kitchen, or games based on who is in the introductions and meet new people. where you can prepare the snacks, room and what they might enjoy, It’s your chance to have direct make the punch, and arrange all the just like you do when you share conversations with supporters, utensils; in other words, that’s where certain content on certain online fans, and donors - conversations you can create and store all your that happen in public so many more content. The social channels you in your community engaging on people can learn about and engage set up are the various rooms in the each platform. with you. house where guests gather, certain groups sticking together in certain Social media, the place where you rooms just as your community get to hang out with your party naturally segments across the web. guests, is the social space where AYS E SOCIAL 3 W O US T r next campaign in you6 / npEXPERTS /SOCIAL MEDIA