Not-For-Profit Marketing


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echogravity builds communities and success stories for not-for-profits as one of it's areas of expertise. This slide deck explains the foundation of building a community that thrives for your cause.

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Not-For-Profit Marketing

  1. 1. Non-Profit andCharitableOrganizationMarketingPrograms
  2. 2. Key Goals1. Awareness and Recognition as a Viable Entity – Charitable organizations seek awareness and recognition from affected individuals and interested parties.2. Personal and Corporate Donations – Donations from Corporations and key individuals are important to driving organization causes and research.3. User Community Involvement – Getting more people involved helps multiply the effectiveness of the organization and its efforts.4. Research and Development – Communication, awareness and funding of research and development are major goals of most organizations. 2
  3. 3. Challenges1. Getting Found is a Full Time Job – Staying in front of the audience and building more awareness is extremely time consuming.2. Lack of Resources and Expertise – Technology innovation and competition for knowledgeable resources is a huge challenge. Creating awareness in the new digital world requires new skills.3. Little-to-no Brand Awareness in the Marketplace – Many organizations are unknown to those outside of friends and families.4. Community Growth – Utilizing the known community for growth opportunities is a difficult task. 3
  4. 4. Charitable Organization Service echogravityechogravity specializes in building community and global awareness of rare and unique medical conditions for 501c3 and various support organizations Using strategic and digital marketing tactics,echogravity excels in building awareness (in and out of the community), increasing web site traffic, andultimately increasing the level of donations given to your organization. 4
  5. 5. echogravity Building Blocks • Keywords • Web Site Authority Building SEOSocial • Twitter • LinkedInMedia • Facebook • Blogs • ResearchContent • Videos • Publications • Special Campaigns 5
  6. 6. What we do exactly THINK CREATE MANAGE WRITE GENERATE• Community • Website • Web Site • Blog • Community Strategy Creation Content • Web Content involvement• Engagement • Group • Community • Group and • Donation Goals Naming Data Organization Activity• Campaign • Landing • Email Collateral • Web Site Strategy Pages Campaigns • Research Traffic • Donation • Social Media Papers • Analytics and Programs Management • Press Reports • Brochures • SEO releases and • PowerPoints • Campaign publications Marketing 6
  7. 7. Success Storywolfhirschhorn.orgTHE REAL STORY ABOUT WOLF-HIRSCHHORN SYNDROME 7
  8. 8. Success Story Before• Lack of information available to parents and family members• Recently diagnosed syndrome with scarce and inaccurate information• Disjointed and non-existent community involvement• No emotional outlet for family and community• No Internet presence; search results equate to doom and gloom 8
  9. 9. Success Story ObjectivesObjectives – Build awareness of Wolf-Hirschhorn Syndrome to individuals inside and outside of the community – Draw together the collective story into one location – Drive site rankings to top of search results – Engage community with new, fresh and unique stories and content – Give the community a reason to return to the web site and keep front of mind – Collect donations from non-community members – Run programs to give back to the children and parents of Wolf-Hirschhorn Syndrome 9
  10. 10. Success Story The Plan1. Build an emotional engaging and interactive web site2. Capture the interest of influential individuals3. Connect on social channels4. Allow for user generated content5. Optimize for search6. Run exciting and powerful programs that drive traffic and donations7. Cross communicate programs and content in various social platforms8. Utilize technology to quickly and frequently communicate with the community9. Capture the confidence of the membership and affected community 10
  11. 11. Success StoryProgressive 11
  12. 12. Success StoryEmotionally Engaging 12
  13. 13. Success StoryCommunity Engagement Hundreds of stories written by numerous parents 13
  14. 14. Success StoryUtilizing Search and Optimization 14
  15. 15. Success StorySearch Engine Rankings #1 15
  16. 16. Success StorySearch Engine Rankings #5 16
  17. 17. Success StoryAwareness Programs 17
  18. 18. Success StoryTechnical Capture Conversation about important technical aspects of the syndrome 18
  19. 19. Success StoryContent Creativity 19
  20. 20. Success Story The Results• Quadrupled monthly site traffic in 12 months• Ranked in top 10 in over 15 key words and phrases• Nearly 3000 posted comments from visitors in less than 18 months• 60 active writers on the site• Facebook Group doubled in followers in 6 months• Thousands of social media click thrus, mentions, and retweets• Donations and giveaways to the community with little to no effort involved 20
  21. 21. A Viral Experience…for a CauseThursday January 12, 2012: 244 VisitorsFriday January 13: 62,526Saturday January 14: 75,278Sunday January 15: 57,381Monday January 16: 54,787Tuesday January 17: 53,605Wednesday January 18: 31,73021,000 Facebook Likes2,400 Tweets800 Visitor Comments97 LinkedIn Shares150 Google+Why?Web site, search criteria, content and the communitywere staged to succeed because of a solid foundation. 21
  22. 22. A Viral Experience: Web Site Visitors 75,000 62,000 244A following can’t be built without the right foundation in place. You have to start somewhere… 22
  23. 23. How we work engaging echogravity• Website and Social Foundation – Create an engaging website that keeps visitors returning and connected – Develop social media channels that connects the community and other members• Creative Campaigns, Programs and Donation Drives – Developing the Plans – Execution the Plans – Integrating with the Community – Measuring Success 23
  24. 24. Expected results Get Found, Build Awareness, Receive Donations• Get Found – Awareness increased with target audience and outside of the organization• Build Awareness – Communicate programs through various channels – Grab attention in and outside of the community – Utilize social media and viral tactics to gain understanding and knowledge• Receive Donations – Acquire an increased level of donations by involving a higher number of visitors – Develop creative programs that exponentially increase donations – Repeat activity across various channels to obtain new donation sources 24
  25. 25. Contact 25
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