Marketing & Media Relations for Nonprofits<br />andrewheilman<br />                           @tahoedrew<br />
Hi, my name is Andrew<br />
an online-driven, communications firm<br />
Marketing is not afour-letter word*<br />
*for nonprofits<br />This is a conversation about<br />nonprofits and marketing<br />
Communications & Public Relations<br />
Press Releases need:<br />Who<br />What<br />When<br />Where<br />Why, and what’s so great about it<br /><ul><li>Visual op...
Tips for interacting with journalists:<br />Call and follow-up<br />You can be a pain, just don’t be pushy or rude<br />Of...
Tips (continued)<br />Media partnerships/sponsorships for events<br />Localize national stories<br />Media Familiarization...
(even more) Tips<br />11am to 2pm is TV’s “sweet spot” for coverage<br />Is it web, print or TV “worthy”<br />When dealing...
what nonprofit marketing was<br />
What marketing has become<br />
Are you ready?!<br />
We’ve undergone a paradigm shift from a BROADCAST mechanismto a PARTICIPATION model<br />
“Got Proof?!”<br />*you ask skeptically<br />
Time to reach 50 Million users<br />Radio					38 years<br />TV						13 years<br />Internet				4 years<br />iPod					3 year...
In 2010, Gen Y will outnumber Baby Boomers… 96% of them have joined a social network<br />
What does that really mean?<br />Control is surrendered to those who participate<br />People WILL say scary things<br />Yo...
You need to be everywhere possible</li></li></ul><li>Where is it I’m supposed to be again?<br />Website<br />Video<br />Po...
Communication is influencedby those who participate,you can NOT control it<br />
Participation does NOTguarantee success<br />*More money does NOT equal<br />better results<br />
Content is King, QueenANDthe joker!<br />
Get to a fire hose<br />
Rules for Social Media<br />Start Early NOW!  If your organization is not participating you’re behind the 8-ball, but you’...
Rules for Social Media<br />Choose where to play (strategy before execution).  Spend some time understanding where your po...
Rules for Social Media<br />Build to scale.  Being everywhere is not as important as being where you can put in the effort...
Rules for Social Media<br />Let Go.  That’s right, give up control to those who are willing to help you spread your messag...
Rules for Social Media<br />Expand your network.  Search out others looking for your experience and expertise.  Integrate ...
Rules for Social Media<br />Think long term.  This is anything but a sprint, yet nothing will be constant for long enough ...
Confused yet?<br />
Social Media<br />Networking<br />Blogs<br />Video<br />Bookmarking<br />RSS<br />Widgets<br />Applications<br />Microblog...
Facebook<br />
LinkedIn<br />
Photos<br />
Video<br />
Podcasts<br />
Video Podcasts<br />
Twitter<br />
Twitter<br />
blogs<br />
Analytics<br />
Social Media Impacts Consideration<br />Research<br />Validation<br />Creating an emotional connection<br />Creating touch...
ROI (Return On Investment)<br />Social Media/Online Marketing has new rules, so we need new ways to measure ROI<br />
Let’s Talk Shop Strategy<br />
Andrew Heilman<br />andrew.heilman@me.com<br />775.313.0753<br />
2010 nonprofitinstitute
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  • Identify a result for each organization and the impact it will have, then help them determine a goal
  • Identify a result for each organization and the impact it will have, then help them determine a goal
  • Follow-up: make the pitch, don’t just listen for confirmationLive Shots &amp; Interviews:Don’t be afraid to ask if you can do it againSound bites are six to 17 seconds
  • Localize: give stories a local perspectiveFAM Tours: Twenty-minute intro to your organization, what it’s doing and goals/plans for the upcoming yearAdvance Notice: more than 2-3 days, less than a month. About 1 week is ideal
  • Oh, and don’t forget you need to monitor and track all of thisBottom Line: you need to be everywhere possible your donors/benefactors are
  • What happens in Vegas stays on YouTube, Facebook, Twitter, etc…
  • This is NOT field of dreams, it’s not a build-it-and-they-will-comeWho else is targeting your keywords, are they friend or foe, can you form a partnership?Drive media to your blog, ask event attendees to post their pictures on facebook or Flickr, etc.
  • Reasons to Blog1 – Newspapers and Magazines use blogs as a source (PR)2 – Search Engine Optimization3 – Site content differentiation4 – establish yourself as a thought leader5 – Gives you a human voiceBONUS – Measurementhttp://www.afprc11.blogspot.com/
  • Number of friendsNumber of YouTube viewsNumber of podcast subscribersNumber of Facebook group membersNumber of times our messages got ReTweeted
  • Engage – give people a reason to listen to you and to come backBuild Slowly – it’s not a build-it-and-they’ll-come mentality
  • 2010 nonprofitinstitute

    1. 1. Marketing & Media Relations for Nonprofits<br />andrewheilman<br /> @tahoedrew<br />
    2. 2. Hi, my name is Andrew<br />
    3. 3. an online-driven, communications firm<br />
    4. 4. Marketing is not afour-letter word*<br />
    5. 5. *for nonprofits<br />This is a conversation about<br />nonprofits and marketing<br />
    6. 6. Communications & Public Relations<br />
    7. 7. Press Releases need:<br />Who<br />What<br />When<br />Where<br />Why, and what’s so great about it<br /><ul><li>Visual opportunities (photo and/or video)</li></li></ul><li>Journalists like:<br />Events<br />Great stories<br />Trends<br />
    8. 8. Tips for interacting with journalists:<br />Call and follow-up<br />You can be a pain, just don’t be pushy or rude<br />Offer your own visuals (photos and video)<br />Live shots and interviews<br />
    9. 9. Tips (continued)<br />Media partnerships/sponsorships for events<br />Localize national stories<br />Media Familiarization Tour<br />Advance notification of events<br />
    10. 10. (even more) Tips<br />11am to 2pm is TV’s “sweet spot” for coverage<br />Is it web, print or TV “worthy”<br />When dealing with a crisis’ be honest<br />Use your website to give journalists easy access to important and relevant information<br />
    11. 11. what nonprofit marketing was<br />
    12. 12. What marketing has become<br />
    13. 13. Are you ready?!<br />
    14. 14. We’ve undergone a paradigm shift from a BROADCAST mechanismto a PARTICIPATION model<br />
    15. 15. “Got Proof?!”<br />*you ask skeptically<br />
    16. 16. Time to reach 50 Million users<br />Radio 38 years<br />TV 13 years<br />Internet 4 years<br />iPod 3 years<br />Facebook 9 months<br />
    17. 17. In 2010, Gen Y will outnumber Baby Boomers… 96% of them have joined a social network<br />
    18. 18. What does that really mean?<br />Control is surrendered to those who participate<br />People WILL say scary things<br />You can NOT control the conversation<br /><ul><li>Participation demands authenticity
    19. 19. You need to be everywhere possible</li></li></ul><li>Where is it I’m supposed to be again?<br />Website<br />Video<br />Podcasts<br />Social Media<br />SEO<br />Email<br />Blog<br />Photo<br />Mobile applications<br />Widgets<br />Infographics<br />Social Bookmarking<br />Wikis<br />Geo-marketing<br />Landing pages<br />
    20. 20. Communication is influencedby those who participate,you can NOT control it<br />
    21. 21. Participation does NOTguarantee success<br />*More money does NOT equal<br />better results<br />
    22. 22. Content is King, QueenANDthe joker!<br />
    23. 23. Get to a fire hose<br />
    24. 24. Rules for Social Media<br />Start Early NOW! If your organization is not participating you’re behind the 8-ball, but you’re not too late. The best way to start:<br />LISTEN<br />
    25. 25. Rules for Social Media<br />Choose where to play (strategy before execution). Spend some time understanding where your potential donors are and how you can engage with them. Remember, this is about conversations and relationships. Don’t just tell your story; ask questions, inspire.<br />
    26. 26. Rules for Social Media<br />Build to scale. Being everywhere is not as important as being where you can put in the effort. The strategy and content is more important than the technology.<br />
    27. 27. Rules for Social Media<br />Let Go. That’s right, give up control to those who are willing to help you spread your message.<br />
    28. 28. Rules for Social Media<br />Expand your network. Search out others looking for your experience and expertise. Integrate online advocacy into other element of your organization<br />
    29. 29. Rules for Social Media<br />Think long term. This is anything but a sprint, yet nothing will be constant for long enough to complete a marathon. <br />
    30. 30. Confused yet?<br />
    31. 31. Social Media<br />Networking<br />Blogs<br />Video<br />Bookmarking<br />RSS<br />Widgets<br />Applications<br />Microbloging<br />Photos<br />Podcasts<br />Wikis<br />SMS<br />Mobile<br />PPC (Pay PerClick)<br />Forums<br />SEO (Search Engine Optimization)<br />Landing Pages<br />Analytics<br />Email<br />
    32. 32. Facebook<br />
    33. 33. LinkedIn<br />
    34. 34. Photos<br />
    35. 35. Video<br />
    36. 36. Podcasts<br />
    37. 37. Video Podcasts<br />
    38. 38. Twitter<br />
    39. 39. Twitter<br />
    40. 40. blogs<br />
    41. 41. Analytics<br />
    42. 42. Social Media Impacts Consideration<br />Research<br />Validation<br />Creating an emotional connection<br />Creating touch points<br />Search<br />
    43. 43. ROI (Return On Investment)<br />Social Media/Online Marketing has new rules, so we need new ways to measure ROI<br />
    44. 44. Let’s Talk Shop Strategy<br />
    45. 45. Andrew Heilman<br />andrew.heilman@me.com<br />775.313.0753<br />
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