Online Marketing Strategies
for Nonprofit Organizations
March 21, 2012
www.forwardjump.com
Phone: (617) 500-3450
What We’ll Cover
Search Engines Facebook
Other Social
Networks
Web Analytics Ema...
www.forwardjump.com
Phone: (617) 500-3450
Who Am I?
CEO, ForwardJump.com
Web Content Veteran
SEO, PPC, Social Networking
A...
www.forwardjump.com
Phone: (617) 500-3450
Profiting on Online for Nonprofits
Recruit
new
members
Engage
members
Promot
e e...
www.forwardjump.com
Phone: (617) 500-3450
Online Channels for Your Organization
Search engines Social networks Facebook
Mo...
www.forwardjump.com
Phone: (617) 500-3450
Offline Marketing Tactics
Word of
Mouth
Flyers Canvassing
Telephone Snail Mail A...
www.forwardjump.com
Phone: (617) 500-3450
What You Can Do Online
Get people
engaged in your
organization
Market & brand
yo...
www.forwardjump.com
Phone: (617) 500-3450
How People Find You Online
• Half of all Web visits start at a search engine
(65...
www.forwardjump.com
Phone: (617) 500-3450
SEARCH ENGINES
Show up higher on Google for strategic keywords
www.forwardjump.com
Phone: (617) 500-3450
Search Engines: “Organic” Listings
www.forwardjump.com
Phone: (617) 500-3450
SEO: How Does Google Decide?
• Rankings
earned—NOT
bought!
• Long-term
branding
...
www.forwardjump.com
Phone: (617) 500-3450
PPC: Pay Per Click Overview
www.forwardjump.com
Phone: (617) 500-3450
PPC: Pay Per Click Overview
Charged ONLY
when people
click on ads
Quick fix to
i...
www.forwardjump.com
Phone: (617) 500-3450
WEB ANALYTICS
Free research on what works and what’s a waste
www.forwardjump.com
Phone: (617) 500-3450
Web Analytics Benefits
• Most popular pages
How people use your site: What works...
www.forwardjump.com
Phone: (617) 500-3450
Analytics: Where Are Your Best Visitors?
• View By
– State
– City, Town
www.forwardjump.com
Phone: (617) 500-3450
Web Analytics: Where Leads Drop Out
Spot weaknesses in
message, presentation
www.forwardjump.com
Phone: (617) 500-3450
Facebook Analytics
Metrics change often. As of today:
Likes: People who “Like” y...
www.forwardjump.com
Phone: (617) 500-3450
Facebook Analytics: Likes
• Don’t get obsessed with
Likes
• They matter less (ea...
www.forwardjump.com
Phone: (617) 500-3450
Facebook Analytics: Posts
Review what
posts get most,
best response
Do more of
t...
www.forwardjump.com
Phone: (617) 500-3450
Facebook Latest
• Likes evolving into brand-specific verbs
• Read, Eat, Play
• W...
www.forwardjump.com
Phone: (617) 500-3450
MEASURING SUCCESS
What Is Success?
Success
=
Conversions
www.forwardjump.com
Phone: (617) 500-3450
Conversions
• Completion of actions showing deeper interest/engagement in your
o...
www.forwardjump.com
Phone: (617) 500-3450
Engagement Funnel
Not leaving
Returning a lot
•Viewing more pages, longer
•Regis...
www.forwardjump.com
Phone: (617) 500-3450
Engagement Funnel
Goal:
Move people
down the funnel
(i.e., get people more
engag...
www.forwardjump.com
Phone: (617) 500-3450
Engagement Funnel
Measure how many
people progress
how far down
engagement funnel
www.forwardjump.com
Phone: (617) 500-3450
SOCIAL NETWORKS
Get your fans to do your marketing for you
www.forwardjump.com
Phone: (617) 500-3450
Communicate
directly with peers,
prospects, donors
Viral marketing:
friends tell...
www.forwardjump.com
Phone: (617) 500-3450
Why Facebook Matters
10% of all online
time spent on
Facebook
2% of all online
t...
www.forwardjump.com
Phone: (617) 500-3450
What’s Happening With Facebook
• Timeline for Businesses
(and org’s too!)
• Chan...
www.forwardjump.com
Phone: (617) 500-3450
Nonprofit Facebook Advertising
Reach target
audience
Use power of
friend
endorse...
www.forwardjump.com
Phone: (617) 500-3450
TWITTER, OTHER SOCIAL
NETWORKS
Focus on what works best
www.forwardjump.com
Phone: (617) 500-3450
What to do with Twitter
Good for SEO
Outbound: Spread
news quickly
among fans, p...
www.forwardjump.com
Phone: (617) 500-3450
Other Social Networks
If you have time, bandwidth look for niche
social networks...
www.forwardjump.com
Phone: (617) 500-3450
Other Social Networks
www.forwardjump.com
Phone: (617) 500-3450
How to Manage It All
Bufferapp.com:
My new
favorite service
Time posts
Multiple ...
www.forwardjump.com
Phone: (617) 500-3450
How to Manage it All
SocialBro.com:
Understand
your Tweeps
See best times
to pos...
www.forwardjump.com
Phone: (617) 500-3450
How to Manage it All
Edgerank
Checker: Data
on your Fans
See best times
to post
...
www.forwardjump.com
Phone: (617) 500-3450
EMAIL MARKETING
Not sexy, but it works
www.forwardjump.com
Phone: (617) 500-3450
Source: Pew Internet “Search and email still top the list of most popular online...
www.forwardjump.com
Phone: (617) 500-3450
What You Need to Know About Email
The biggest
threat to your
message: Spam!
97% ...
www.forwardjump.com
Phone: (617) 500-3450
Use Email Effectively
Subject lines: Beware
default character limits
for GMail, ...
www.forwardjump.com
Phone: (617) 500-3450
MOBILE MARKETING
Smartphones change how people get info
www.forwardjump.com
Phone: (617) 500-3450
Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11
Smartphones
One-thi...
www.forwardjump.com
Phone: (617) 500-3450
Leverage Mobile
Make sure your
site looks good on
various phones
Engage fans on
...
www.forwardjump.com
Phone: (617) 500-3450
Nonprofit Services
• Google, many others offer discounts, credits for 501c3s
• G...
www.forwardjump.com
Phone: (617) 500-3450
Wrapping Up
Use online tools
for recruitment,
promotion,
donations
Enlist and
en...
Let’s Get Started!
Josh Fialkoff
josh@forwardjump.com
(617) 500-3450
www.forwardjump.com
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YJLC 3 21-12 Nonprofit Online Marketing

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Introduction to online marketing strategies and tactics for nonprofit organizations (501c3), including Google search engine optimization, online advertising & Facebook marketing.

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YJLC 3 21-12 Nonprofit Online Marketing

  1. 1. Online Marketing Strategies for Nonprofit Organizations March 21, 2012
  2. 2. www.forwardjump.com Phone: (617) 500-3450 What We’ll Cover Search Engines Facebook Other Social Networks Web Analytics Email Mobile/Smartphones
  3. 3. www.forwardjump.com Phone: (617) 500-3450 Who Am I? CEO, ForwardJump.com Web Content Veteran SEO, PPC, Social Networking AdWords Certified/Web Analytics Focused Journalism Background
  4. 4. www.forwardjump.com Phone: (617) 500-3450 Profiting on Online for Nonprofits Recruit new members Engage members Promot e events Recruit donors Build community Get recognition Forge alliance s
  5. 5. www.forwardjump.com Phone: (617) 500-3450 Online Channels for Your Organization Search engines Social networks Facebook Mobile/Smartphones Email
  6. 6. www.forwardjump.com Phone: (617) 500-3450 Offline Marketing Tactics Word of Mouth Flyers Canvassing Telephone Snail Mail Advertising
  7. 7. www.forwardjump.com Phone: (617) 500-3450 What You Can Do Online Get people engaged in your organization Market & brand your organization Raise money Share successes (brag!) Illustrate the problem Listen better Free research
  8. 8. www.forwardjump.com Phone: (617) 500-3450 How People Find You Online • Half of all Web visits start at a search engine (65% of that at Google) Search engines • 10% of all online time spent on Facebook Social networks • Still the #1 activity people do online Email
  9. 9. www.forwardjump.com Phone: (617) 500-3450 SEARCH ENGINES Show up higher on Google for strategic keywords
  10. 10. www.forwardjump.com Phone: (617) 500-3450 Search Engines: “Organic” Listings
  11. 11. www.forwardjump.com Phone: (617) 500-3450 SEO: How Does Google Decide? • Rankings earned—NOT bought! • Long-term branding endeavors • Secret formula (like Coke!)
  12. 12. www.forwardjump.com Phone: (617) 500-3450 PPC: Pay Per Click Overview
  13. 13. www.forwardjump.com Phone: (617) 500-3450 PPC: Pay Per Click Overview Charged ONLY when people click on ads Quick fix to increase online presence “Quality Score” determines price, position Measurable, accountable
  14. 14. www.forwardjump.com Phone: (617) 500-3450 WEB ANALYTICS Free research on what works and what’s a waste
  15. 15. www.forwardjump.com Phone: (617) 500-3450 Web Analytics Benefits • Most popular pages How people use your site: What works & doesn’t • Search engines • Keywords • Referring sites See how users find out about site • Intelligence about how prospects view your org Find out which organizations users are from
  16. 16. www.forwardjump.com Phone: (617) 500-3450 Analytics: Where Are Your Best Visitors? • View By – State – City, Town
  17. 17. www.forwardjump.com Phone: (617) 500-3450 Web Analytics: Where Leads Drop Out Spot weaknesses in message, presentation
  18. 18. www.forwardjump.com Phone: (617) 500-3450 Facebook Analytics Metrics change often. As of today: Likes: People who “Like” your page • Organic • Paid • Viral Reach: Age, Demographics, Geography Talking About This: People who created a story from your post Check-Ins: Location-based physical status update
  19. 19. www.forwardjump.com Phone: (617) 500-3450 Facebook Analytics: Likes • Don’t get obsessed with Likes • They matter less (easy to Like something; harder to show up in Feed) • Focus on demographics, location
  20. 20. www.forwardjump.com Phone: (617) 500-3450 Facebook Analytics: Posts Review what posts get most, best response Do more of that
  21. 21. www.forwardjump.com Phone: (617) 500-3450 Facebook Latest • Likes evolving into brand-specific verbs • Read, Eat, Play • What’s yours? What’s Next: • Becomes mandatory at end of March • How can you take advantage of this? Timeline for Businesses
  22. 22. www.forwardjump.com Phone: (617) 500-3450 MEASURING SUCCESS What Is Success?
  23. 23. Success = Conversions
  24. 24. www.forwardjump.com Phone: (617) 500-3450 Conversions • Completion of actions showing deeper interest/engagement in your organization
  25. 25. www.forwardjump.com Phone: (617) 500-3450 Engagement Funnel Not leaving Returning a lot •Viewing more pages, longer •Registering Following/friending •Commenting on content •Sharing on social networks •Subscribing to a feed Posting content •Joining/Volunteering/Donating
  26. 26. www.forwardjump.com Phone: (617) 500-3450 Engagement Funnel Goal: Move people down the funnel (i.e., get people more engaged)
  27. 27. www.forwardjump.com Phone: (617) 500-3450 Engagement Funnel Measure how many people progress how far down engagement funnel
  28. 28. www.forwardjump.com Phone: (617) 500-3450 SOCIAL NETWORKS Get your fans to do your marketing for you
  29. 29. www.forwardjump.com Phone: (617) 500-3450 Communicate directly with peers, prospects, donors Viral marketing: friends tell friends Low barrier to entry Perfect for young people Social Networking Overview
  30. 30. www.forwardjump.com Phone: (617) 500-3450 Why Facebook Matters 10% of all online time spent on Facebook 2% of all online time spent on News Feed Prime way to talk to your ardent fans
  31. 31. www.forwardjump.com Phone: (617) 500-3450 What’s Happening With Facebook • Timeline for Businesses (and org’s too!) • Change in how brands interact with “fans” • Likes evolving into brand-specific verbs • Read, Eat, Play • Advertising Improving
  32. 32. www.forwardjump.com Phone: (617) 500-3450 Nonprofit Facebook Advertising Reach target audience Use power of friend endorsements These raise response
  33. 33. www.forwardjump.com Phone: (617) 500-3450 TWITTER, OTHER SOCIAL NETWORKS Focus on what works best
  34. 34. www.forwardjump.com Phone: (617) 500-3450 What to do with Twitter Good for SEO Outbound: Spread news quickly among fans, peers, influencers, donors Inbound: Customer service center, be receptive to ideas, criticism, accolades Turn your network into an echo chamber
  35. 35. www.forwardjump.com Phone: (617) 500-3450 Other Social Networks If you have time, bandwidth look for niche social networks (victims’ forums, etc) Focus on what works best Don’t get sucked into joining every new flavor Google+: Jury is still out Important for SEO, not as important for being “social”
  36. 36. www.forwardjump.com Phone: (617) 500-3450 Other Social Networks
  37. 37. www.forwardjump.com Phone: (617) 500-3450 How to Manage It All Bufferapp.com: My new favorite service Time posts Multiple sites Easier to manage
  38. 38. www.forwardjump.com Phone: (617) 500-3450 How to Manage it All SocialBro.com: Understand your Tweeps See best times to post Integrate with Buffer Talk to people when they want to listen to you
  39. 39. www.forwardjump.com Phone: (617) 500-3450 How to Manage it All Edgerank Checker: Data on your Fans See best times to post Integrate with Buffer Talk to people when they want to listen to you
  40. 40. www.forwardjump.com Phone: (617) 500-3450 EMAIL MARKETING Not sexy, but it works
  41. 41. www.forwardjump.com Phone: (617) 500-3450 Source: Pew Internet “Search and email still top the list of most popular online activities” 8/9/11 Email Is Still #1 Online Activity Despite new trends, email & search consistently most- used channels 92% of online Americans use email 61% use it on an average day Youngest, college educated & wealthiest use email most
  42. 42. www.forwardjump.com Phone: (617) 500-3450 What You Need to Know About Email The biggest threat to your message: Spam! 97% of ALL email is spam Don’t get sent to the Spam Folder Know, follow CAN-SPAM Act Other threat: Email OVERLOAD
  43. 43. www.forwardjump.com Phone: (617) 500-3450 Use Email Effectively Subject lines: Beware default character limits for GMail, Outlook Images: Most programs filter them out; Don’t put important messages solely in graphics Include good calls to action: Get folks to DO something Measure: Not just open rates. What do people do after they click?
  44. 44. www.forwardjump.com Phone: (617) 500-3450 MOBILE MARKETING Smartphones change how people get info
  45. 45. www.forwardjump.com Phone: (617) 500-3450 Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11 Smartphones One-third of all American adults (35%) own smartphones 58% of 25-34 year olds own a smartphone 25% of all smartphone owners do most of their online browsing on their mobile phones
  46. 46. www.forwardjump.com Phone: (617) 500-3450 Leverage Mobile Make sure your site looks good on various phones Engage fans on phones through Foursquare, SMS, Maps Let people donate through texting Consider games, contests to get people to respond mobily
  47. 47. www.forwardjump.com Phone: (617) 500-3450 Nonprofit Services • Google, many others offer discounts, credits for 501c3s • Google Grants: AdWords credits • Network For Good: Online fundraising service • Firstgiving.com: Make it easier for people to donate to you • Good2Gether: Service to promote nonprofits contextually on media Websites • Constant Contact: 20% discount on email marketing • Look to Twitter for expert advice (@kantor)
  48. 48. www.forwardjump.com Phone: (617) 500-3450 Wrapping Up Use online tools for recruitment, promotion, donations Enlist and engage your most-ardent supporters Test, test, test Dizzying number of options: Focus on what works best
  49. 49. Let’s Get Started! Josh Fialkoff josh@forwardjump.com (617) 500-3450 www.forwardjump.com
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