Interactive Marketing & Online Advertising For The Nonprofit Industry: An Introduction To What You Need To Know Now

Interactive marketing and online advertising for the non-profit industry:an introduction to what you need to know

TP2010
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Follow us as...
@hjcnewmedia
Your presenters...
Shannon Pitt – shannon.pitt@hjcnewmedia.com
Heather Tallent –
htallent@hsi.org

What you’ll learn
The main placements on the online media plan.
What the buyer and planner at your agency looks for and builds for you.
How you can take the tools we use and run!
Case study: We’ll talk the talk and walk the walk.

Online Marketing Strategy: Where do I start?!
Campaign Prerogative
Branding?
Conversions
User Opt-in / Direct Response / Acquisition
Budget: How much can we spend?
Timing: When is the best time for your brand?
Creative: Sizes and content availability
Target Audience
Define key regions: Get bang for your buck
Prorate budget by region
Divide population by budget
Allocate accordingly based on population
What has done well in the past?

Online Marketing Strategy: The Mix
Google ad words / SEM
Email opt-in services (i.e. Care2)
Email marketing (List Purchase/Rental)
Display Advertising (CPC/CPA)
Video and Preroll
Social network outreach

Online Marketing Strategy: Google
Monitor daily budget, creative performance, and keyword budget
Flexibility allows user to change the budget at any point
Optimizing keywords is a competitive way for the client to be involved
Cost effective advertising that allows for maximum control and client interaction.
GPS/News on search can allow for an integrated and evolving campaign that is timely and relevant.
Analytics allows us to monitor landing pages and activity on those pages. This helps us optimize and maximize success.

Google Grants
Program created in 2003
Available in 27 countries and regions
Currently support 6,000+ grantees
Donated over $640M in free ads to eligible organizations
Participating organizations use their Google Grant to:
Solicit donations
Recruit volunteers and staff
Promote events
Raise awareness of their mission

Google Grants
Grantees receive up to $10,000 of free advertising per month
Actual value will depend on how many clicks your ads receive (average is $300/mth)
Text-based ads with $1.00 maximum bid
No need to reapply or extend your Grant
Remains active as long as your account is actively managed and adhering to our program guidelines
To check on the eligibility of your organization, review detailed guidelines at www.google.com/grants

Online Marketing Strategy: Google
Google Case Study: Small Budget, no problem!
$1300.00 4-week initial campaign for a Canadian Health Charity. Approximately $40.00/day.

Online Marketing Strategy: Care2 (chaperoned email)
Target a dedicated group of advocates and interested users.
Care2 offers list build through petitions, action alerts and email.

Online Marketing Strategy: Care 2 Email
Email opt-in services:
Care2 Email
Deployed twice to a group of 31,000 in Ontario twice totaling 62,000 emails deployed.
Importance of Tracking: If 100 of the first clicks convert, then the campaign breaks even.

Care2 PMHF Email Example
Direct Call to Action
We ask readers to “Sign up to Participate,” not “learn more.” This increases chance of qualified leads when executing an acquisition-based campaign.
165 registrants from this email blast

Online Marketing Strategy: Email List Rental
Drive traffic to your (micro)site
Generate Leads/Drive Donations
Generate email subscriptions/sign-ups
Grow your list
Build (potential) constituent relationships
Improve your knowledge of constituents likes/dislikes via surveys and other behaviors that you can test

What Matters?
Deliverability
List quality and Size
Bounce Rate
Open Rate
Clickthru rate
Pass along rate
ROI

Common types of Emails
Multiple branded: you share space with another organization, or the list owner. I.e. HSI content on a Natl Geo. email
Single Branded Email: you own all content
Segment Based Email: best for test budgets, you choose selects (like DM) and mail to predetermined users
Seasonal Initiatives: holiday giving, year end
Event triggered: an event in a users life (not a walk/run etc). Coincide with events such as weddings, birthdays, etc.
Service Initiatives: offer subscription to your enewsletter, etc.

Email marketing Test Results: Health

Email marketing Example: Health

Online Marketing Strategy: Display Ads
Display advertising
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.
CPC – Cost-per-click based campaigns will run on networks when possible.
Defined transparency, we will have full access to the site list so as to control the content associated.
When possible, CPA (cost-per-acquisition) based campaigns should be employed.
This may require a testing period by the site to guarantee traffic.

Online vs. Offline: How to Compare
TV, print, radio, etc. ads are sold on the basis of a potential audience’s opportunity to see (OTS) the ad
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.
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.
Increased optimization, targeting and control means less wasted impressions online vs. offline.

Social Media Engagement
Organizations no longer have the choice with Social Media. Your constituents are taking part for you.
Regain some control and participate, monitor and engage on the social media level.
Build relationships and trust. Word of mouth value is within reach.
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.”

Online Marketing Strategy: Measurement
Tracking conversions:
Install Tracking Codes with Analytics or other software
Compare how impressions, CTR and Conversions vary between ad methods.
How does direct traffic compare to ad traffic?
Track and note results month to month:
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.

Online Marketing
Case Study: Humane Society International

Advocacy & List Growth
Our advocacy campaign to ban trade in seal products in the European Union utilized:
Tell-a-friend
Social networks
Third party emails
Facebook ads
Google AdWords
Banner ads
Results: Doubled our online file in EU countries in 5 months.
And won the ban!

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%)

What had the lowest cost per acquisition?
Tell-a-friend on action alerts
Third party emails
Facebook ads
Banner ads

Issues to Consider
Tracking/Source Codes
Language and Currency
Technology
Follow-up!
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.

Campaign Planning
Priority countries
Priority audiences
Goals
Key Dates
Key Messages

Campaign Planning
PR hooks
Advocacy alerts
Donation forms
Landing pages for marketing
Integration with other channels
Communications calendar

Campaign Planning
Tools for communications:
web stories
Twitter
Twitter widget on website
Press releases
LTEs, OpEds
Blog entries
Emails to list
SMS/text alerts
Videos

Campaign Planning
Online Marketing:
Google Ad words
Facebook ads
Blog ads and outreach
Third party emails
Banner ads
Other ideas? (contests, etc.)

Campaign Planning
Social Networks:
Badges
Videos
Facebook Cause
Facebook petition
Facebook app

Questions? Comments?

Thank you!

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Interactive Marketing & Online Advertising For The Nonprofit Industry: An Introduction To What You Need To Know Now

by hjc on Apr 16, 2010

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Interactive Marketing & Online Advertising For The Nonprofit Industry: An Introduction To What You Need To Know Now — Presentation Transcript