Presentation by Theresa Keller of Go Delta Marketing group at NTEN Vermont Club Tech meeting Nov 15, 2019 organized by Ariel Jensen-Vargas and Julia Vallera at the Fletcher Free Library in Burlington Vermont
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3 Pillars Best Practices Non-Profits
1. 3 Pillars of Best Practices for
Any Non-Profit
Attainable measures pulled from the for-profit world
Friday, Nov. 15th, 2019
2. Who was Theresa Keller?
● B.A. in Anthropology
● Started professional career at Dealer.com
○ Software & development world
○ Hi-tech
○ Corporate cog
○ Car dealers & salesmen
● Digital world was fast
● Digital world was necessary
3. Who was Theresa Keller?
● Left Corporate America for a job with a cause
○ *15* different systems
○ Vintage-tech
○ IT Steering Committee
○ Bound by budget & risk aversion
● “New” ≠ “Better”
4. Who IS Theresa Keller?
I figured out … I like solving problems.
● Agile Vermont (501c in-the-making)
● Burlington Young Professionals Steering Committee
member
● Support for new South Burlington Food Shelf
5. Would the for-profit world leave the non-profit
behind? Not on my watch.
Close the gap with 3 pillars of best practices:
● Rethink the tech stack: “cheaper” isn’t “better”
○ Invest in technology to help with your donors, volunteers, and processes
● Your website should be a tool
○ Use best practices from popular websites, and utilize tracking to remove guesswork forever
● Social media is a must, but play by the rules
○ Create a code of conduct, and then welcome donors and volunteers to contribute
7. All non-profits need...
● Donors
● Volunteers
● Community Contacts
● Documentation
● Transparency
● Visibility
● Contact Relationship Manager (CRM)
● Contact Relationship Manager (CRM)
● Website
● Social Media
8. Input doesn’t HAVE to be manual
With a CRM you get:
● Better client relationships with personalized data
● Increased team collaboration with consistent, up to date data
● Improved efficiency in serving volunteers, community OR donors
● Greater staff satisfaction from easy single sign-on, simplified training
○ Tracking for team member usage (who did what)
● Increased revenue and profitability with transparent documentation
○ Required fields lessens human error
● Cost savings
○ Human cost vs. automation cost
● Less attrition Successful Application of a Customer Relationship Management Program in a
Nonprofit Organization
Line Kristoffersen and Sangeeta Singh
Journal of Marketing Theory and Practice
Vol. 12, No. 2, The Business of Non-Profits (Spring, 2004), pp. 28-42
Published by: Taylor & Francis, Ltd.
https://www.jstor.org/stable/40470135
11. Spreadsheets are dead.
● All-in-one tools
○ CRM
○ Email management
○ Forms
○ Website analytics
● Centralize data for easier management
● Saves time
● Increases tracking & accountability
12. CRM + Website + Traffic = *Magic*
Budget for an upgrade, it will be worth it.
● Invest in your CRM tool to be as robust as your team has the capacity to maintain.
○ Decrease human error + increase donor/volunteer experience = more $$$
Consider investing in traffic-building tools and tactics:
● Google Ads Grants - Google for Nonprofits
● Facebook Ads - $20 / month
13. Your website needs to be
doing the work
The basics to get more donations, more volunteers, and track how
14. Make people pay attention to the *right* thing
Make information easy to find and read
● Be intentional about color and the
user experience (UX)
○ Color psychology
○ Trust = blue
○ Green vs. red
○ Contrast matters most
● Let your site breathe
15. Make people pay attention to the *right* thing
Make information easy to find and read
● Be intentional about color and the
user experience (UX)
○ Color psychology
○ Trust = blue
○ Green vs. red
○ Contrast matters most
● Let your site breathe
16. Make people pay attention to the *right* thing
Make information easy to find and read
● Be intentional about color and the
user experience (UX)
○ Color psychology
○ Trust = blue
○ Green vs. red
○ Contrast matters most
● Let your site breathe
17.
18. Make people engage and react
Limit the “noise” and be clear about the options to engage
on every page.
Give every page a conversion path
● Who’s the page for?
● Clear, defined buttons
A page with no conversion path gets no donations, and no
volunteers.
19. It happened… but HOW or WHY?
Google Analytics is your free* friend
Track how users are actually using your website:
● Which pages get the most views?
● Which pages get the longest average duration
of views?
● Which pages don’t get views?
● Track pages bounce rates and exit rates
● Dig deeper into user flows
20. SEO 101
Search engine optimization is ongoing maintenance. Getting found is imperative.
● Make your mission clear and simple; use layman's terms in website copy
● Pay attention to URL structure
● Standardize Contact information: hours, location, phone, email, company name
● Blog
○ Spotlight an event, volunteer, or donor
○ Answer one FAQ
○ Talk about one particular aspect of your mission
21. How search engine’s choose you
Helpful website? Helpful website?
Yes! Serve up result No, found other related hub resources
23. Social media principles for
any organization
Do’s don’ts and who’s: what you should or shouldn’t be doing, and WHO should be
posting on your social channels
24. Picture, pictures, pictures
● People want something visually capturing
● Show your story
● Show their place in your story
Make it something they won’t scroll past
● High resolution
● Well-lit
● Purposeful
In the modern world, sexy sells.
25. Link often and wisely
At least 75% of your posts should include a link back to your website.
● Social media uses time spent on links as their gauge of the
quality of a post.
● Facebook prioritizes “meaningful interactions”
Links = engagement = priority = more views
26. Set rules and share more
Create a code of conduct for social media
● Define 3-5 types of posts
● Requirements for a post: link, a photo, etc.
● Exclusion list:
○ “Hungry” vs. “hunger”
○ Emoji usage
○ Last names
Invite 10+ people to participate
● Volunteers
● Event attendees
○ Hashtags
○ Photo tags
● Staff
● Post AND like, share