Online Marketing for Non Profits

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Content of a workshop for NGOs at the Indian School of Business conducted by Ohana Media - introducing online marketing concepts.

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Online Marketing for Non Profits

  1. 1. Shameek Chakravarty Ohana Media http://www.ohana-media.com
  2. 2.  The Sneezers are Online  Cross Geographic Boundaries  Measurable  Cost-effective (?)
  3. 3. Website/Content Search Social Media Email Display
  4. 4. Driving Action Advancing Engagement Building Awareness
  5. 5. Active Info- seekers Passive Interested
  6. 6. Website/Content Search Social Media Email Display Where should you focus if your objective is to build awareness ? Which segment would you prioritize – active info-seekers of passive interested ?
  7. 7. Online Donations Email Address Acquisition Pledges/Signature Campaigns “LIKEs” on your Facebook Page
  8. 8. Conversations with existing supporters Enabling Co-Creation Enabling supporters to promote you Mobilizing Existing Supporters for Action
  9. 9. Website/Content Search Social Media Email Display
  10. 10.  Keep your content fresh. Enlist your supporters for creating content. Should you use a content management system ?  Mix content of various types – text, video, photos, pdfs, ppts, audio. Why?  Call to Action should be clear on the site – Donate Online/Pledge etc.  Syndicate, syndicate, syndicate – Where?
  11. 11.  Check Search Engine Friendliness of your website - www.searchohana.com  Make it a 2 way conversation. Make it personal. Make it easy to share  Web AnalyticsTools – Google Analytics***  Choosing the right hosting provider.
  12. 12.  PaidV/s Natural. Pros and Cons?  Natural Search – On-site & Off-site Optimization  Keyword Research – relevant keywords with high volume and low competition
  13. 13.  Press Releases  GoogleTrends – www.google.com/trends  Google Keyword SuggestTool – https://adwords.google.com/select/KeywordT oolExternal
  14. 14.  Branding v/s Direct Marketing  Direct Media Buys v/s Ad Networks  Examples of organizations including display extensively – worldvision.in
  15. 15.  Highly Effective  Auto-responders  Obtaining Permission - Create an opt-in database****  Segmenting and maintaining your list  Newsletters, announcements, promotions, action programs  Email MarketingTools – e.g. mailchimp.com
  16. 16.  Facebook – pages or groups ?  Facebook – Causes App - http://apps.facebook.com/causes/  Twitter – how important is it in India ?  Youtube  Slide-share  Blogs
  17. 17.  Social MediaAds – e.g. FB Ads  Event-related websites  1 viral can take your campaign to the next level
  18. 18.  Many aggregrators or inventory providers are not able to always sell 100% of their inventory  Inventory is perishable  Instead of showing blank ad spaces, default public service ads are shown
  19. 19.  Action point: Contact ad space owners ( large publishers or aggregators) and ask about Public Service Ads.  Apply for a Google Grant – www.google.com/grants - mayb need to be a 501 c(3)  Youtube Non profits program - http://www.youtube.com/nonprofits – available only for US/UK/Canada/Aus  501 c(3) Non profits can also use Ad Council – adcouncil.org

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