Killer content ppt lower res pdf

901 views

Published on

KILLER CONTENT: Making Your Marketing Social Webinar by Eric Pratum, Director of Digital Strategy at Grizzard and Jacqui Pratum, VP Marketing and Development, Union Rescue Mission

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
901
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Killer content ppt lower res pdf

  1. 1. KILLER  CONTENT  Eric  Pratum   Jacqui  Groseth  Director,  Digital  Strategy   VP,  MarkeCng  &  Development  
  2. 2. If  you  had  to  pick  a  #1  online  challenge  What  would  it  be?   2
  3. 3. What  are  some  common  quesCons  donors  ask  you?  What  topics  should  donors  be  interested  in?   3
  4. 4. Eric  Pratum   Find Me: @EricPratum 4
  5. 5. Jacqui  Groseth   Find Me: @jgroseth & @urm.org 5
  6. 6. Structure  1.  Content  2.  Measurement  3.  Case  study  4.  Resources   6
  7. 7. Types  of  content   7
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. Content  search   13
  14. 14.  12,000      10,000      8,000     11X Online  6,000      4,000     donations growth  2,000      -­‐         Jan-­‐10   Jun-­‐10   Dec-­‐10   Jul-­‐10   Feb-­‐10   Mar-­‐10   Apr-­‐10   May-­‐10   Aug-­‐10   Sep-­‐10   Oct-­‐10   Nov-­‐10   Social  Media   Search   14
  15. 15. 15
  16. 16. CreaCng  an  integrated  calendar   16
  17. 17. The  first  50   17
  18. 18. 18
  19. 19. Content  OpportuniCes  1. How-tos2. Local topics3. Expert interviews4. Recent studies5. Opinion6. News 19
  20. 20. 20
  21. 21. 21
  22. 22. AnalyCcs  +  SEO  =  Content  http://bit.ly/contenttopics 22
  23. 23. Tracking  &  ReporCng   23
  24. 24. Twi^ercounter.com   24
  25. 25. Watch  your  data   25
  26. 26. http://bit.ly/googlegoals 26
  27. 27. Search  traffic   Avg.  Time  on   Keyword   Visits   Pages/Visit   Bounce  Rate   Site  gizzard  communicaCons   47   8.79   0:07:19   6.38%  markeCng  agencies  in   39   5.54   0:02:23   7.69%  atlanta  gizzard  communicaCons   15   4.87   0:03:19   26.67%  group   27
  28. 28. Bitly.com   28
  29. 29. Facebook  insights   29
  30. 30. EdgeRankChecker.com   30
  31. 31. YouTube  Insights   31
  32. 32. 7 x 37 = 3.8MThe “new math” of fundraising
  33. 33. Situation OverviewIn 2010 a15% drop in giving over the previous year,and a 45% increase in the need for services led to a5 million dollar gap in URM s budget by the end ofApril.URM’s board and senior leadership made the painfuldecision to close our Hope Gardens Family Center,an oasis for single moms with children and seniorladies experiencing homelessness, unless aminimum of $2.8 million dollars could be raised byJune 30, 2010.We prayed for a miracle, developed a plan andlaunched the Save Hope Gardens CrisisCampaign. on May 24th.
  34. 34. Campaign Overview “I must share with you that unless we raise $2,800,000 by June 30, we will be forced to close the doors of our Hope Gardens Family Center — a proven life-changing and life-giving environment for women and children. This would be crushing news for the 24 additional families we are preparing to move from Skid Row to Hope Gardens. And it would be devastating to the 34 moms and 74 children and each of the 23 senior ladies who have escaped homelessness and are living a life of hope.”
  35. 35. Campaign Overview
  36. 36. Campaign Overview
  37. 37. Influencers & advocates On June 23rd, just 7 days before our deadline NCIS actress Pauley Perrette shared our need with her circle of influence by posting the first of 2 You Tube videos on Twitter. • Pauley currently has 66,652 Twitter followers.
  38. 38. Miraculous Results In 37 days, we sharedour need across 7different corecommunication channelsraising a total of $3.8million dollars indonations!
  39. 39. Miraculous ResultsComparison of the fundraising results, by channel, for the same 37 days in 2009. Fundraising 2009 2010 Difference % Channel GrowthAlternate Media $ - $5,350.00 $5,350.00 NABroadcast Media $12,513.00 $67,662.00 $55,149.00 441%Direct Mail $492,086.59 $693,832.17 $201,745.58 41%Telephone $10,821.50 $6,802.50 ($4,019.00) -37%Electronic Media $40,955.71 $172,610.47 $131,654.76(Web, Social, Text) 321%Personal $903,204.37 $2,800,815.45 $1,897,611.08 210%Unknown $66,696.70 $74,787.91 $8,091.21 12%Total $1,526,277.87 $3,821,860.50 $2,295,582.63 150%
  40. 40. Highlights & Take Aways Build Relationships •  Half of the $2.8M attributed to personal fundraising came from 3 donors with a heart for our ministry. Be Prepared •  Union Rescue Mission had approximately 1640 Facebook friends & 1970 Twitter followers in place. •  CEO Rev. Andy Bales had approximately 3290 Facebook friends & 4122 Twitter followers in place. •  Our text-to-give program was set up and ready. Be Available •  For increased interest from the Press. •  For increased interest from Volunteers. •  For unexpected forms of Help.
  41. 41. The  Payoff    
  42. 42. Takeaways   42
  43. 43. Slides  1.  This  presentaCon   4.  Who  Needs  a  Website? h^p://slidesha.re/websiteneeds  bit.ly/?       5.  Website  OpCmizaCon  2.  Using  Social  Media  for   BasicsNonprofit  Gain h^p://slidesha.re/h^p://slidesha.re/nonprofitgain   opCmizaConbasics    3.  SEO  for  Blogsh^p://slidesha.re/seoforblogs       43
  44. 44. Events   44
  45. 45. 45
  46. 46. Resources   46
  47. 47. Takeaways  1.  Pick your first 502.  Plan your integrated calendar3.  Publish, publish, publish4.  Measure and adapt   47
  48. 48. You  can  find  us  at  Eric Pratum }  Eric.Pratum@Grizzard.com }  @EricPratumJacqui Groseth }  jgroseth@urm.org }  @jgroseth   48
  49. 49. QuesCons   49

×