Seven Changes to Make in 2014: Advice on Nonprofit Marketing and Communications

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Advice for nonprofit marketing and communications staff on changes to make in 2014. Includes where to start and next steps.

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Seven Changes to Make in 2014: Advice on Nonprofit Marketing and Communications

  1. 1. 7 Changes to Make in 2014 #npchanges14 Listen to the webinar recording of this presentation: npmg.us/7changes2014
  2. 2. All-Access Pass For $199, attend as many live webinars as you want for 90 days - both here and Kivi’s webinars at CharityHowTo.com The Pass also includes: • Feedback and Fine-Tuning on your communications • Webinar Archive with recordings from last 3 months • Pass Library with downloads, checklists, and all our ebooks, including How to Create a Nonprofit Annual Report • Private Facebook Group with other nonprofit marketers just like you • Reduced office-hours rates with Kivi • Discounts on e-clinics and other training Learn more at kivilm.com/pass
  3. 3. 1 2 3 4 5 6 7 Changes to Make in 2014 Make Your Website Your Online Headquarters
  4. 4. Facebook did WHAT?!?! Put energy into the things you can control!
  5. 5. • Use a CMS to manage your site and train staff to use it • House your best stuff on your site
  6. 6. • Add a blog to give you more flexibility • Add social media widgets to add more “real time” energy
  7. 7. • Add a Tracking Dashboard with key indicators • Add “website improvements” to your budget
  8. 8. 1 2 3 4 5 6 7 Changes to Make in 2014 Create a REAL Email Segmentation Strategy
  9. 9. First Time Donors Never come to events Age Only care about one program People expect you to frame and customize your communications for them.
  10. 10. • Understand what goes where in your dbases and how they connect • Decide how to segment • Develop a plan to collect that data
  11. 11. • Edit/create website forms to collect data you need to segment by • Send more targeted communication • Track what happens and refine
  12. 12. • Reorganize content on your website to correspond with your segments • Show different content to different people on your site
  13. 13. 1 2 3 4 5 6 7 Changes to Make in 2014 Create More Marketing Morsels
  14. 14. You said something really important at the end of that article?? Most people are gorging on the morsels, so make those really good.
  15. 15. • Write a good subject line and headline • Learn how to add text to photos • Know how to use your camera phone
  16. 16. • Create more cheese and less broccoli • Break stories into snippets as your write them • Create share-worthy graphics
  17. 17. • Fix email templates to be more mobile friendly • Create a responsive website
  18. 18. 1 2 3 4 5 6 7 Changes to Make in 2014 Find Influencers Who Could Break Things Open
  19. 19. I can make that happen in a 5-minute phone call! It would take you years. Invest time in relationships.
  20. 20. • Brainstorm who could really help your organization • Learn how you can be helpful to these influencers • Arrange an introduction
  21. 21. • Build relationships over the next year • Be genuine, generous, and grateful • Do NOT ask for anything
  22. 22. • Keep refining your short list • Ask when it feels natural
  23. 23. 1 2 3 4 Changes to Make in 2014 5 6 7 Align Your Marketing & Fundraising Goals
  24. 24. “Now that we’re all on the same page, maybe we can raise enough money to buy another computer.”
  25. 25. • Talk to each other, in real time, regularly • Share a Big Picture Communications Timeline
  26. 26. • Plan themes and story arcs together • Coordinate your day-to-day editorial calendars
  27. 27. • Develop common goals in annual work plans or long-range strategic plans • Refine accountability/chain of command to reward coordination.
  28. 28. 1 2 3 4 5 Changes to Make in 2014 6 7 Resist Multi-Channel Content Dumping
  29. 29. • Know what works best where and experiment to find out! • Create content with communications channels in mind
  30. 30. • Everything goes in at least three formats • Figure repurposed content into your editorial calendar (make it a third)
  31. 31. • Shift from single channel to multichannel to omni-channel mindset • Truly embrace the idea that you are publisher and broadcaster
  32. 32. 1 2 3 4 5 6 Changes to Make in 2014 7 Find a Circle of Friends in the Business
  33. 33. workingatanonprofit.tumblr.com
  34. 34. • Connect with others online • Make time to read the awesome bloggers in our space
  35. 35. • Go to a conference to network (yes, skip most of the sessions) • Have lunch once a week with another human being
  36. 36. • Start your own local meet-up of nonprofit communicators • Horn your way in on a related group (AFP, PRSA etc.)
  37. 37. 7 Changes to Make in 2014 1. Make Your Website Your Online Headquarters 2. Create a Real Email Segmentation Strategy 3. Create More Marketing Morsels 4. Target a Handful of Influencers Who Could Break Things Open 5. Align Your Marketing and Fundraising Goals 6. Resist Omni-Channel Content Dumping 7. Find a Circle of Friends in the Business
  38. 38. 7 Changes to Make in 2014 Get advice on making these changes happen by watching the webinar recording: npmg.us/7changes2014
  39. 39. Kivi Leroux Miller @kivilm Facebook.com/ nonprofitmarketingguide kivi@ecoscribe.com

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