Nonprofit marketing balance session notes

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Notes from the affinity session on nonprofit marketing balance on March 17, 2011

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Nonprofit marketing balance session notes

  1. Thanks for attending the session on finding balance among priorities in nonprofit marketing<br />Here are the notes!<br />From KiviLeroux Miller, Nancy Schwartz, Sarah Durham & Katya Andresen <br />
  2. Your Bright Ideas: Getting Priorities Right<br />Make a marketing strategy; it’s better to have a plan because you’ll work smarter. Align audience, objectives and tools.<br />At the end/beginning of every day, take 5 min to identify the goals for the day<br />Put your big goals & high impact activities on a white board in your office<br />Keep to-do lists<br />Say no: What you refuse to do is as important as what you take on!<br />Focus on what are the top things you need to accomplish with each of your audiences; if the item in front of you doesn’t do a lot to accomplish your aims, put it aside<br />Go to where your supporters are and feature what your supporters say rather than feeling you have to create and build everything yourself<br />Use your networks. Learn from others so you don’t reinvent the wheel; seek pro bono resources<br />Ask for help or ask a manager to choose among priorities when you’re overloaded<br />Block off time away from email, computer<br />Communicate early and often with staff and external partners; it avoids time-consuming confusion later<br />No meeting Fridays<br />Keep social networking time spent in line with its importance – most attendees put that at less than 2 hours/day<br />Don’t take on something you can’t do well; better to have no Facebook page or blog than an inactive one in which you don’t respond to supporters<br />
  3. Your Bright Ideas: Cool Tactics<br />Editorial calendars and shared messaging boilerplates<br />Time-saving Twitter techniques: <br />http://twitter.com/twtroid/status/45568670839218176<br />Applications like Launchy.net, Quicksilver<br />Care2 Socialnetworkcalculator.com<br />Chatter.com<br />Google for Nonprofits<br />Greatnonprofits.org<br />Facebook: Search engine within Facebook with filters for users, matched with options from NPO, enables communication<br />www.facebook.com/masaisrael<br />Have several people who handle social media, and assign comments to them<br />Use “Share this” and other tools to let your supporters spread the word for you<br />Test, do A/B campaign emails so you can work smarter<br />Block off time when you’ll do email rather than answering it every time it comes in<br />Encourage staff to send fewer emails to each other!<br />Read “Getting Things Done” by David Allen<br />
  4. Question: How do you manage up and convince your boss of priorities?<br />Frame your priorities according to your boss’s goals<br />Bring competitive examples to your boss – of other nonprofits doing well – spark, don’t lead the conversation.<br />That makes it your boss’s idea<br />Know who influences your boss (admin); look to other messengers and gatekeepers<br />Show results and changes made in pilot<br />Early intervention – before there’s a plan<br />
  5. How do you balance incoming requests when you have your own job to do?<br />Create editorial calendar – Lightbox Collaborative blog post <br />Google Calendar: multiple, overlaid calendars<br />Sharepoint<br />Have formal, shared marketing plan that you train people on, make decisions – make them show how drives goals on plan<br />
  6. How do you consistently communicate about priorities and what you’re doing?<br />Once have common, shared plan, report on progress on goals, brainstorming<br />Write up a dashboard tool (green, orange, status, who responsible) – Google docs good place to post the dashboard<br />Post progress on walls (dashboards)<br />Daily stand-up (10 min) meeting – face to face briefing<br />
  7. Working with communities that aren’t tech savvy, or people off the grid<br />KNOW YOUR AUDIENCES<br />GO WHERE THEY ARE<br />Go to trusted agents and voices that ARE on the grid and have them reach people who are not<br />Don’t use technology if they’re not using it – won’t connect, may alienate<br />Low bandwidth tips: no images, plain text<br />Consider mobile rather than online (farmers/ranchers)<br />Pew Internet & American Life research findings – ground your decisions in research and real data<br />Match goals to audience that is online (social media=future online donors); (traditional media=coverage where older donors are) <br />Training/walking through audience in how to use technology (iPad, Facebook)<br />Think about future: 3-5 years from now; no one will be off the grid; look at frequency how are you preparing? <br />Tailor online content to audience: Google translate tool for website; write web content at fifth grade level <br />
  8. I have to drop a channel. How do I make this decision?<br />Look at marketing strategy you used to select channels that are most critical<br />Check your channels next to your metrics; find out which tools have the most impact – look at your metrics and data; use the most effective<br />Talk to people you want to reach and get feedback from them<br />Reduce the scope of channels rather than the number of channels; retain multichannel but scale back<br />
  9. How do you break up with social media if ROI isn’t there?<br />Try shifting voice/management to address poor performance; ask how you can be doing better<br />Make it campaign-based on social media with clear goal/end point so you have an exit strategy if you need it<br />Don’t do a channel if you can’t do it well<br />Setting goals are important<br />Quality, not quantity<br />Frequency<br />
  10. Getting communications and marketing people to work together<br />Collaboration between departments needs to be culture of org<br />
  11. How do you get into social media if visibility for constituency is a barrier?<br />Be open about stigma and address it directly in a campaign (@endstigma on Twitter)<br />
  12. #11NTCBalance<br />Rate this session<br />

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