Interactive marketing and online advertising for the non-profit industry:an introduction to what you need to know<br />
TP2010<br />Tweeting today?<br />Follow us as...		<br />@hjcnewmedia<br />Your presenters...<br />Shannon Pitt – shannon.p...
What you’ll learn<br />The main placements on the online media plan.<br />What the buyer and planner at your agency looks ...
Online Marketing Strategy: Where do I start?!<br />Campaign Prerogative<br />Branding?<br />Conversions<br />User Opt-in /...
Online Marketing Strategy: The Mix<br />Google ad words / SEM<br />Email opt-in services (i.e. Care2) <br />Email marketin...
Online Marketing Strategy: Google<br />		Monitor daily budget, creative performance, and keyword 	budget<br />Flexibility ...
Google Grants<br />Program created in 2003<br />Available in 27 countries and regions<br />Currently support 6,000+ grante...
Google Grants 	<br />Grantees receive up to $10,000 of free advertising per month<br />Actual value will depend on how man...
Online Marketing Strategy: Google<br /><ul><li>Google Case Study: Small Budget, no problem!
$1300.00 4-week initial campaign for a Canadian Health Charity.  Approximately $40.00/day.</li></li></ul><li>Online Market...
Online Marketing Strategy: Care 2 Email<br /><ul><li>Email opt-in services:</li></ul>Care2 Email<br />Deployed twice to a ...
Care2 PMHF Email Example<br />Direct Call to Action<br />We ask readers to “Sign up to Participate,” not “learn more.”  Th...
Online Marketing Strategy: Email List Rental<br />Drive traffic to your (micro)site<br />Generate Leads/Drive Donations<br...
Online Marketing Strategy: Email List Rental<br />What Matters?<br />Deliverability<br />List quality and Size<br />Bounce...
Online Marketing Strategy: Email List Rental<br />Common types of Emails<br />Multiple branded: you share space with anoth...
Online Marketing Strategy: Email List Rental<br /><ul><li>Email marketing Test Results: Health</li></li></ul><li>Online Ma...
Online Marketing Strategy: Display Ads<br />Display advertising<br />CPM – Cost-per-thousand impressions based campaigns w...
Online vs. Offline: How to Compare<br />TV, print, radio, etc. ads are sold on the basis of a potential audience’s opportu...
Social Media Engagement<br />Organizations no longer have the choice with Social Media.  Your constituents are taking part...
Online Marketing Strategy: Measurement<br /><ul><li>Tracking conversions:</li></ul>Install Tracking Codes with Analytics o...
Online Marketing<br />Case Study: Humane Society International<br />
Advocacy & List Growth<br />Our advocacy campaign to ban trade in seal products in the European Union utilized:<br /><ul><...
 Social networks
 Third party emails
 Facebook ads
 Google AdWords
 Banner ads</li></ul>Results: Doubled our online file in EU countries in 5 months. <br />And won the ban!<br />
Advocacy & List Growth<br />
Advocacy & List Growth<br /><ul><li>What brought in the largest growth?
Third party emails (over 70%)
Tell-a-friend on action alerts (over 14%)
Banner ads (over 5%)
Facebook ads (over 3%)
Google Adwords (less than 1%)</li></li></ul><li>Advocacy & List Growth<br /><ul><li>What had the lowest cost per acquisition?
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Interactive Marketing & Online Advertising For The Nonprofit Industry: An Introduction To What You Need To Know Now

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In today's volatile and fast moving environment a powerful marketing strategy can make all the difference. Does your organization have a firm grasp of its online marketing goals, the tactics for achieving those goals, and a plan to measure the success of each tactic? What trends are you curious about? And do you need help?
This webinar features HJC’s online marketing consultant Shannon Pitt, and Heather Tallent online communications manager at Humane Society International. Shannon will provide an overview of online marketing strategy and tactics from SMS to SEM, display to email. With experience running localized and international campaigns for HSI Heather will share tactics and lessons learned from the nonprofit perspective.

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  • HJC can work with you to learn, apply and manage your grant. Please let us know if you would like further information.
  • The most important thing to keep in mind is the way impressions are counted online vs. offline
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  • The next few slides list different things to consider when planning your communications strategy for your next campaign.
  • Interactive Marketing & Online Advertising For The Nonprofit Industry: An Introduction To What You Need To Know Now

    1. 1. Interactive marketing and online advertising for the non-profit industry:an introduction to what you need to know<br />
    2. 2. TP2010<br />Tweeting today?<br />Follow us as... <br />@hjcnewmedia<br />Your presenters...<br />Shannon Pitt – shannon.pitt@hjcnewmedia.com<br />Heather Tallent – <br />htallent@hsi.org<br />
    3. 3. What you’ll learn<br />The main placements on the online media plan.<br />What the buyer and planner at your agency looks for and builds for you.<br />How you can take the tools we use and run!<br />Case study: We’ll talk the talk and walk the walk.<br />
    4. 4. Online Marketing Strategy: Where do I start?!<br />Campaign Prerogative<br />Branding?<br />Conversions<br />User Opt-in / Direct Response / Acquisition<br />Budget: How much can we spend?<br />Timing: When is the best time for your brand?<br />Creative: Sizes and content availability<br />Target Audience<br />Define key regions: Get bang for your buck<br />Prorate budget by region<br />Divide population by budget<br />Allocate accordingly based on population<br />What has done well in the past? <br />
    5. 5. Online Marketing Strategy: The Mix<br />Google ad words / SEM<br />Email opt-in services (i.e. Care2) <br />Email marketing (List Purchase/Rental)<br />Display Advertising (CPC/CPA)<br />Video and Preroll<br />Social network outreach <br />
    6. 6. Online Marketing Strategy: Google<br /> Monitor daily budget, creative performance, and keyword budget<br />Flexibility allows user to change the budget at any point<br />Optimizing keywords is a competitive way for the client to be involved<br />Cost effective advertising that allows for maximum control and client interaction.<br />GPS/News on search can allow for an integrated and evolving campaign that is timely and relevant. <br />Analytics allows us to monitor landing pages and activity on those pages. This helps us optimize and maximize success.<br />
    7. 7. Google Grants<br />Program created in 2003<br />Available in 27 countries and regions<br />Currently support 6,000+ grantees<br />Donated over $640M in free ads to eligible organizations<br />Participating organizations use their Google Grant to:<br />Solicit donations<br />Recruit volunteers and staff<br />Promote events<br />Raise awareness of their mission<br />
    8. 8. Google Grants <br />Grantees receive up to $10,000 of free advertising per month<br />Actual value will depend on how many clicks your ads receive (average is $300/mth)<br />Text-based ads with $1.00 maximum bid<br />No need to reapply or extend your Grant<br />Remains active as long as your account is actively managed and adhering to our program guidelines<br />To check on the eligibility of your organization, review detailed guidelines at www.google.com/grants<br />
    9. 9. Online Marketing Strategy: Google<br /><ul><li>Google Case Study: Small Budget, no problem!
    10. 10. $1300.00 4-week initial campaign for a Canadian Health Charity. Approximately $40.00/day.</li></li></ul><li>Online Marketing Strategy: Care2 (chaperoned email)<br />Target a dedicated group of advocates and interested users.<br />Care2 offers list build through petitions, action alerts and email.<br />
    11. 11. Online Marketing Strategy: Care 2 Email<br /><ul><li>Email opt-in services:</li></ul>Care2 Email<br />Deployed twice to a group of 31,000 in Ontario twice totaling 62,000 emails deployed.<br />Importance of Tracking: If 100 of the first clicks convert, then the campaign breaks even.<br />
    12. 12. Care2 PMHF Email Example<br />Direct Call to Action<br />We ask readers to “Sign up to Participate,” not “learn more.” This increases chance of qualified leads when executing an acquisition-based campaign.<br />165 registrants from this email blast<br />
    13. 13. Online Marketing Strategy: Email List Rental<br />Drive traffic to your (micro)site<br />Generate Leads/Drive Donations<br />Generate email subscriptions/sign-ups<br />Grow your list<br />Build (potential) constituent relationships<br />Improve your knowledge of constituents likes/dislikes via surveys and other behaviors that you can test<br />
    14. 14. Online Marketing Strategy: Email List Rental<br />What Matters?<br />Deliverability<br />List quality and Size<br />Bounce Rate<br />Open Rate<br />Clickthru rate<br />Pass along rate<br />ROI<br />
    15. 15. Online Marketing Strategy: Email List Rental<br />Common types of Emails<br />Multiple branded: you share space with another organization, or the list owner. I.e. HSI content on a Natl Geo. email<br />Single Branded Email: you own all content<br />Segment Based Email: best for test budgets, you choose selects (like DM) and mail to predetermined users<br />Seasonal Initiatives: holiday giving, year end<br />Event triggered: an event in a users life (not a walk/run etc). Coincide with events such as weddings, birthdays, etc.<br />Service Initiatives: offer subscription to your enewsletter, etc.<br />
    16. 16. Online Marketing Strategy: Email List Rental<br /><ul><li>Email marketing Test Results: Health</li></li></ul><li>Online Marketing Strategy: Email List Rental<br />Email marketing Example: Health<br />
    17. 17. Online Marketing Strategy: Display Ads<br />Display advertising<br />CPM – Cost-per-thousand impressions based campaigns will be used most often when running on a small budget. A set price will be paid per thousand impressions. Typically .20% of those impressions will be clicked on, driving traffic to the site.<br />CPC – Cost-per-click based campaigns will run on networks when possible.<br />Defined transparency, we will have full access to the site list so as to control the content associated. <br />When possible, CPA (cost-per-acquisition) based campaigns should be employed.<br />This may require a testing period by the site to guarantee traffic.<br />
    18. 18. Online vs. Offline: How to Compare<br />TV, print, radio, etc. ads are sold on the basis of a potential audience’s opportunity to see (OTS) the ad<br />In Online, publishers charge based on a CPM ads served to the browser of a user that is sitting in front of the ad. CPC ads are only billed when click upon.<br />Interactive media is more accountable. Research measuring the impact of online impressions is closer to the real viewing habits of users compared to ad exposures measured in offline media.<br />Increased optimization, targeting and control means less wasted impressions online vs. offline. <br />
    19. 19.
    20. 20.
    21. 21.
    22. 22. Social Media Engagement<br />Organizations no longer have the choice with Social Media. Your constituents are taking part for you.<br />Regain some control and participate, monitor and engage on the social media level. <br />Build relationships and trust. Word of mouth value is within reach.<br />Please be sure to listen into our 1:30 session: “The secrets of mastering social media, to build brand, find new supporters and deliver an effective ROI.”<br />
    23. 23. Online Marketing Strategy: Measurement<br /><ul><li>Tracking conversions:</li></ul>Install Tracking Codes with Analytics or other software<br />Compare how impressions, CTR and Conversions vary between ad methods. <br />How does direct traffic compare to ad traffic? <br />Track and note results month to month: <br />Please be sure to check out the 11:30 session: “Usability and Analytics: The hidden gems to unleash your website’s ROI.” This will dive deeper into measurement. <br />
    24. 24. Online Marketing<br />Case Study: Humane Society International<br />
    25. 25. Advocacy & List Growth<br />Our advocacy campaign to ban trade in seal products in the European Union utilized:<br /><ul><li> Tell-a-friend
    26. 26. Social networks
    27. 27. Third party emails
    28. 28. Facebook ads
    29. 29. Google AdWords
    30. 30. Banner ads</li></ul>Results: Doubled our online file in EU countries in 5 months. <br />And won the ban!<br />
    31. 31. Advocacy & List Growth<br />
    32. 32. Advocacy & List Growth<br /><ul><li>What brought in the largest growth?
    33. 33. Third party emails (over 70%)
    34. 34. Tell-a-friend on action alerts (over 14%)
    35. 35. Banner ads (over 5%)
    36. 36. Facebook ads (over 3%)
    37. 37. Google Adwords (less than 1%)</li></li></ul><li>Advocacy & List Growth<br /><ul><li>What had the lowest cost per acquisition?
    38. 38. Tell-a-friend on action alerts
    39. 39. Third party emails
    40. 40. Facebook ads
    41. 41. Banner ads</li></li></ul><li>Issues to Consider<br />Tracking/Source Codes<br />Language and Currency<br />Technology<br />Follow-up!<br />Please be sure to check out the 3:00 session: “What’s Hiding Behind Your Petition? Finding Donors Through Advocacy” for more on engaging new opt-ins to your list. <br />
    42. 42. Campaign Planning<br />Priority countries<br />Priority audiences<br />Goals<br />Key Dates<br />Key Messages<br />
    43. 43. Campaign Planning<br />PR hooks<br />Advocacy alerts<br />Donation forms<br />Landing pages for marketing<br />Integration with other channels<br />Communications calendar<br />
    44. 44. Campaign Planning<br />Tools for communications: <br />web stories <br />Twitter <br />Twitter widget on website<br />Press releases <br />LTEs, OpEds <br />Blog entries <br />Emails to list <br />SMS/text alerts <br />Videos<br />
    45. 45. Campaign Planning<br />Online Marketing:<br />Google Ad words <br />Facebook ads <br />Blog ads and outreach<br />Third party emails<br />Banner ads<br />Other ideas? (contests, etc.)<br />
    46. 46. Campaign Planning<br />Social Networks:<br />Badges <br />Videos <br />Facebook Cause<br />Facebook petition <br />Facebook app<br />
    47. 47. Questions? Comments?<br />
    48. 48. Thank you!<br />

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