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Digital Marketing Guide for Non Profits


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This is a copy of a presentation made to the Arts & Business Council of Miami on May 24, 2011.

Published in: Business, News & Politics
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Digital Marketing Guide for Non Profits

  1. 1. Digital Marketing Guide For Your Non Profit Presented To May 24, 2011 Georgianne Brown  Co Founder & Managing Partner  Big Couch Media Group 
  2. 2. Big Couch Media Group <ul><li>  </li></ul><ul><ul><li>South Florida based digital strategy agency. </li></ul></ul><ul><ul><li>Principles. former senior digital executive leadership in publicly traded and large organizations in travel, financial services, health / wellness, and online retail. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>The BCMG team has extensive experience in assisting emerging growth organizations develop, implement, and optimize results oriented digital strategies.   </li></ul></ul><ul><ul><ul><li>Strategic Consulting </li></ul></ul></ul><ul><ul><ul><li>Interactive Development & Design </li></ul></ul></ul><ul><ul><ul><li>Interactive Marketing </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>Mobile </li></ul></ul></ul>
  3. 3. Introduction <ul><li>In today’s world it is critical to the success of any organization to integrate digital strategies as a key component of your overall plan </li></ul><ul><li>There are many companies introducing and providing free or low cost digital marketing channels for non profits </li></ul>
  4. 4. My Personal Goal….. <ul><li>… .. You learn something new, and implement one thing….. </li></ul>
  5. 5.   Agenda <ul><ul><li>Optimize Your Website </li></ul></ul><ul><ul><li>Google for Non Profits </li></ul></ul><ul><ul><li>Local Directories </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Group Buying Sites for Non Profits </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><li>Tracking and Analysis </li></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Summary </li></ul></ul><ul><li>  </li></ul>
  6. 6. Your Digital Strategy Must Be Device Agnostic
  7. 7. Optimize Your Website <ul><li>Consumers will visit your website to gather information, verify credibility, build trust, and use as a mechanism to interact with you – Make it easy! </li></ul><ul><ul><li>Professional look and feel, as well as simple and intuitive navigation </li></ul></ul><ul><ul><li>Comprehensive content – your mission, history, programs, news, board, staff, contact information, calendar of events, etc. </li></ul></ul><ul><ul><ul><li>Answer the key questions from constituents about your organization – build trust. </li></ul></ul></ul><ul><ul><li>SEO – Ensure site architecture (friendly URL’s, etc.), content is optimized for search, meta tags and descriptions, and ensure you are constantly adding new content, i.e. blog, press releases, articles, etc. </li></ul></ul><ul><ul><li>Leverage video and images as a way to showcase your organization </li></ul></ul><ul><ul><li>Ecommerce enable your site, incorporate ticket or event sales if applicable </li></ul></ul><ul><ul><li>Provide the ability accept donations online – many services available </li></ul></ul><ul><ul><li>Integrate social media – Facebook (including “Like”), Twitter, and blog </li></ul></ul><ul><ul><li>Integrate event registration and payments if applicable, i.e. Eventbrite, Chipin, etc. </li></ul></ul><ul><ul><li>Consider mobile optimized version of site </li></ul></ul>
  8. 10.   Google for Non Profits <ul><ul><li>Google has many tools, recently enhanced and streamlined (one application)to assist non profits reach a wider audience, as well as improve operations: </li></ul></ul><ul><ul><ul><li>Google Adwords </li></ul></ul></ul><ul><ul><ul><li>Google Grants </li></ul></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul><ul><ul><ul><li>Google Apps (email, calendar, etc.) </li></ul></ul></ul><ul><ul><ul><li>Google Sites </li></ul></ul></ul><ul><ul><ul><li>Google For Non Profits Marketplace </li></ul></ul></ul><ul><ul><ul><li>Google Places </li></ul></ul></ul><ul><ul><li>Information @ </li></ul></ul><ul><ul><li>Monthly newsletter available </li></ul></ul>
  9. 11.   Google Adwords <ul><ul><li>Google AdWords only reaches people who are interested in your organization’s information and services. </li></ul></ul><ul><ul><li>When a Google user searches on keywords related to your organization, your ad will appears next to relevant Google search results under the Sponsored Links sections. </li></ul></ul><ul><li>  </li></ul>
  10. 12. Example: Search & Result
  11. 13.   Google Grants <ul><ul><li>Google Grants is an in-kind donation program awarding free $10,000 in FREE AdWords advertising to approved charitable organizations. </li></ul></ul><ul><ul><li>Google supports various types of organizations in the areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts. </li></ul></ul><ul><ul><li>Organizations must have a Google account, and apply on line - Information @ </li></ul></ul><ul><li>  </li></ul>
  12. 15.   YouTube <ul><ul><li>YouTube is the largest online video community boasting over 60 billion videos watched each month. </li></ul></ul><ul><ul><li>YouTube has a specific program tailored to non profits. </li></ul></ul><ul><ul><li>Consider creating a YouTube channel and leverage video as a powerful tool to communicate your organizations mission and message. </li></ul></ul><ul><ul><li>YouTube’s Non Profit Program Benefits include: </li></ul></ul><ul><ul><ul><li>Premium branding capabilities and increased uploading capacity </li></ul></ul></ul><ul><ul><ul><li>Option to drive fundraising through Google Checkout “Donate” button </li></ul></ul></ul><ul><ul><ul><li>Listing on the non profit channels and the non profit video pages </li></ul></ul></ul><ul><ul><ul><li>Ability to add a “call to action” overlay within your videos </li></ul></ul></ul><ul><ul><ul><li>Posting a video opportunity on the YouTube Video Volunteers platform to find potential users to create your video </li></ul></ul></ul><ul><ul><li>Monthly YouTube Non Profit Group newsletter </li></ul></ul><ul><ul><li>Information @ </li></ul></ul>
  13. 17.   Google Sites <ul><ul><li>For organizations on very limited budgets, Google Sites, is an easy and very basic way to create a simple website. </li></ul></ul><ul><ul><li>Sites are created using off the shelf templates and includes basic content features, i.e. navigation and global footers. </li></ul></ul><ul><ul><li>There are also several other free website building tools such as Yola, etc. </li></ul></ul><ul><ul><li>Information @ </li></ul></ul>
  14. 18.   Google Places <ul><ul><li>Google Places is the mechanism for you to optimize your organization listing within Google and be found. </li></ul></ul><ul><ul><li>Ensure you claim or list your organization and optimize content. </li></ul></ul><ul><ul><li>Encourage members to add reviews. </li></ul></ul><ul><ul><li>Premium placements available with </li></ul></ul><ul><ul><ul><li>Google Boost – paid on a per click basis </li></ul></ul></ul><ul><ul><li>Information @ </li></ul></ul>
  15. 21.   Local Directories <ul><ul><ul><li>Like Google Places, there are several other major national and local directories that you should ensure you have claimed your organization and optimized the content. </li></ul></ul></ul><ul><ul><ul><li>National directories: </li></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Yahoo Local </li></ul></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><ul><li>*Note: for an annual charge of approximately $299 per year will get your optimized across 15 local directories </li></ul></ul></ul></ul><ul><ul><ul><li>Local directories: </li></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul>
  16. 22.   Social Media <ul><ul><li>What is Social Media? </li></ul></ul><ul><ul><li>The Social Media Landscape </li></ul></ul><ul><ul><li>Why is Social Media Important? </li></ul></ul><ul><ul><li>Getting Started Considerations </li></ul></ul><ul><ul><li>Niche Social Media </li></ul></ul><ul><ul><li>Other Social Media </li></ul></ul><ul><li>  </li></ul>
  17. 23. What is Social Media? <ul><li>  </li></ul><ul><li>  </li></ul><ul><li>“ Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.” </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>- </li></ul>
  18. 24. Social Media Strategy
  19. 25. The Social Media Landscape
  20. 26. Why is Social Media Important? <ul><li>  </li></ul><ul><ul><li>Ability to Bring Your Organization to Where Your Target Constituents are Gathering – Content Distribution </li></ul></ul><ul><ul><ul><li>Facebook: Over 600 million users; 250 million joined in 2010 </li></ul></ul></ul><ul><ul><ul><li>LinkedIn: 100 million members, conducting over 200 billion searches in 2010 </li></ul></ul></ul><ul><ul><li>Brand Reputation Management  - Be In the Conversation </li></ul></ul><ul><ul><ul><li>It is now very easy to see what people are saying about you and quickly respond  </li></ul></ul></ul><ul><ul><li>SEO - Rank High in Search Engines </li></ul></ul><ul><ul><ul><li>Google LOVES social media – Social media must be an integrated aspect of ANY successful SEO strategy </li></ul></ul></ul><ul><ul><ul><li>Bing recently introduced social media posts as part of its search results </li></ul></ul></ul><ul><ul><li>Extremely cost effective channel to connect and engage with associates and potential constituents – Casting a Wider Net </li></ul></ul><ul><ul><li>IT’S NOT A PASSING FAD…… </li></ul></ul>
  21. 27. &quot;Getting Started&quot; – Considerations <ul><li>  </li></ul><ul><ul><li>LinkedIn  </li></ul></ul><ul><ul><li>Facebook  </li></ul></ul><ul><ul><li>Twitter    </li></ul></ul><ul><ul><li>Organization Blog </li></ul></ul><ul><ul><li>Niche Social Media </li></ul></ul>
  22. 28. … ..Why? <ul><li>The largest social network dedicated to business networking – over 100 million members. </li></ul><ul><li>Cost effective way to introduce and pursue support for your organization to many C level executives, major national and local companies, and other important professionals. </li></ul>
  23. 29. LinkedIn – Organization Profile <ul><ul><li>Create a robust organization profile (recently enhanced by LinkedIn): </li></ul></ul><ul><ul><ul><li>Products & Services - descriptions / images </li></ul></ul></ul><ul><ul><ul><li>YouTube Videos </li></ul></ul></ul><ul><ul><ul><li>Offers </li></ul></ul></ul><ul><ul><ul><li>Organization Address </li></ul></ul></ul><ul><ul><ul><li>Twitter Integration </li></ul></ul></ul><ul><ul><ul><li>Blog Integration </li></ul></ul></ul><ul><ul><ul><li>Request Recommendations </li></ul></ul></ul><ul><ul><ul><li>Solicit Followers </li></ul></ul></ul><ul><ul><ul><li>Link to Website </li></ul></ul></ul><ul><ul><ul><li>Encourage associates and board to link their personal profile to organization profile </li></ul></ul></ul><ul><ul><li>Analytics now available </li></ul></ul><ul><ul><li>Potentially test targeted paid ads (PPC) </li></ul></ul>
  24. 30. LinkedIn - Personal  Profiles <ul><ul><li>Create a robust personal profile  </li></ul></ul><ul><ul><li>Aggressively reach out to build your network through past and present business associates, colleagues, and clients   </li></ul></ul><ul><ul><ul><li>Personalize message in request </li></ul></ul></ul><ul><ul><li>Request recommendations </li></ul></ul><ul><ul><li>Join related groups or start a group </li></ul></ul><ul><ul><li>Engage with status updates </li></ul></ul><ul><ul><li>Link Twitter & Blog </li></ul></ul><ul><ul><li>Event participation </li></ul></ul><ul><ul><li>Slideshare presentations </li></ul></ul><ul><ul><li>LinkedIn “Skills”, ability to highlight skills, certifications, languages, and patents </li></ul></ul>
  25. 31. Facebook <ul><ul><li>Create an optimized Facebook Fan Page  </li></ul></ul><ul><ul><ul><li>Robust description  </li></ul></ul></ul><ul><ul><ul><li>Contact information  </li></ul></ul></ul><ul><ul><ul><li>Photos  </li></ul></ul></ul><ul><ul><ul><li>Videos </li></ul></ul></ul><ul><ul><li>Build Fan base  </li></ul></ul><ul><ul><ul><li>Employees  </li></ul></ul></ul><ul><ul><ul><li>Members   </li></ul></ul></ul><ul><ul><ul><li>Related groups </li></ul></ul></ul><ul><ul><li>Engage in conversation </li></ul></ul><ul><ul><ul><li>Regular updates – events, photos, news, PR, etc.   </li></ul></ul></ul><ul><ul><ul><li>Monitor and answer inquiries </li></ul></ul></ul><ul><ul><li>Consider targeted paid ad campaigns   </li></ul></ul>
  26. 32. Facebook Places <ul><ul><li>Facebook’s entrée to Location Based Services </li></ul></ul><ul><ul><ul><li>Information and / or entertainment available via mobile that leverages GPS </li></ul></ul></ul><ul><ul><li>Claim your organization on Facebook Places </li></ul></ul><ul><ul><li>Integrate as part of any upcoming events – i.e. encourage or provide attendees an incentive to check-in </li></ul></ul><ul><ul><li>Leverage Facebook Deals as appropriate </li></ul></ul>
  27. 33. Facebook – Causes <ul><ul><li>Facebook application that can be leveraged to engage in social fundraising   </li></ul></ul>
  28. 34. Facebook “Like” <ul><ul><li>Link your website to Facebook : </li></ul></ul><ul><ul><ul><li>Facebook Connect – Single sign on </li></ul></ul></ul><ul><ul><ul><li>“ Like” </li></ul></ul></ul>
  29. 35. Facebook Non Profit Resource Center
  30. 36. Twitter <ul><ul><li>Optimize Twitter page   </li></ul></ul><ul><ul><li>Build Followers  </li></ul></ul><ul><ul><li>Integrate Twitter as a method for short and immediate messages: </li></ul></ul><ul><ul><ul><li>Announcements </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><ul><li>Fundraising </li></ul></ul></ul>
  31. 37. Twitter Fundraising
  32. 38. Other Social Fundraising Sites
  33. 39. Organization Blog <ul><ul><li>Establish Blog </li></ul></ul><ul><ul><li>Blog Platforms: </li></ul></ul><ul><ul><ul><li>Blogger </li></ul></ul></ul><ul><ul><ul><li>TypePad </li></ul></ul></ul><ul><ul><ul><li>WordPress </li></ul></ul></ul><ul><ul><li>Tips for a successful blog: </li></ul></ul><ul><ul><ul><li>Helpful content </li></ul></ul></ul><ul><ul><ul><li>Original content </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><ul><li>Lists </li></ul></ul></ul><ul><ul><ul><li>Updates </li></ul></ul></ul><ul><ul><li>Follow relevant topics or announcement through Google Alerts as a method for content building for blog. </li></ul></ul><ul><ul><li>Link to other social media </li></ul></ul>
  34. 40. Niche Social Networks <ul><ul><li>Other niche focused social networks have been introduced specifically for the non profit sector. </li></ul></ul><ul><ul><li>Great channels to further expand your digital footprint. </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  35. 41. Connect Your Social Media <ul><ul><li>Link your social media, as they all work together.  </li></ul></ul><ul><ul><li>Leverage aggregated services, i.e. OnlyWire, HootSuite to automate messages across social channels. </li></ul></ul><ul><ul><li>Integrate company social media your website. </li></ul></ul><ul><ul><li>Add your social media to your email signature. </li></ul></ul>
  36. 42. Group Buying Sites for Non Profits <ul><li>Location-based group buying, i.e. Groupon and Living Social, has expanded from the for-profit sector to the non-profit space. </li></ul><ul><li>New sites specifically built and targeted with a charitable focus in mind have emerged: </li></ul><ul><ul><li>Philanthroper </li></ul></ul><ul><ul><li>Deals for Deeds </li></ul></ul><ul><ul><li>CauseOn </li></ul></ul><ul><ul><li>Deal Gooder </li></ul></ul><ul><ul><li>Sharing Spree </li></ul></ul><ul><ul><li>GoodTwo </li></ul></ul>
  37. 44. Email Marketing <ul><li>Email marketing continues to be one of the most effective digital marketing channels. </li></ul><ul><li>Leverage as a way to communicate key organization messages, events, etc. </li></ul><ul><li>Build an opt in email through your various points of contact with your constituents </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Telephone Contacts </li></ul></ul><ul><li>Tools for email communication, Constant Contact, Mail Chimp, Vertical Response </li></ul><ul><li>Most ESP will offer for free to NPO’s </li></ul>
  38. 45. SEO (Search Engine Optimization) <ul><li>SEO is an important aspect of any digital marketing program and is comprised of two key components: </li></ul><ul><ul><li>On page strategies which optimize the content and pages on your site resulting in your organization displaying within the &quot;organic&quot; section of Google </li></ul></ul><ul><ul><li>Off- page strategies will build valuable and relevant links back to your website. These relevant links indicate to the search engines your site is &quot;important&quot; or has &quot;authority&quot; and will result in significant increases in your search engine ranking, resulting in increased traffic to your site.  </li></ul></ul>
  39. 47. Mobile <ul><li>As smartphone adoption continues to grow at a rapid pace, many non profits, both small and large are leveraging mobile to educate, activate, and engage with their constituents: </li></ul><ul><ul><li>mWeb – Mobile optimized website </li></ul></ul><ul><ul><li>SMS messaging </li></ul></ul><ul><ul><ul><li>Text to give campaigns </li></ul></ul></ul><ul><ul><ul><li>Information and engagement </li></ul></ul></ul><ul><ul><ul><li>Integral part of marketing campaign </li></ul></ul></ul><ul><ul><li>Location based services (check in) </li></ul></ul><ul><ul><ul><li>Foursquare </li></ul></ul></ul><ul><ul><ul><li>Gowalla </li></ul></ul></ul><ul><ul><ul><li>Facebook Places </li></ul></ul></ul>
  40. 48. Tracking and Analysis <ul><li>Make sure you track and analyze all your efforts - establish KPI’s (key performance indicators) </li></ul><ul><li>Implement Google Analytics (free) to monitor: </li></ul><ul><ul><li>Traffic & visitors to your website </li></ul></ul><ul><ul><li>What content are people most interested in </li></ul></ul><ul><ul><li>Conversion metrics (if applicable) i.e. donations, ticket sales, etc. </li></ul></ul><ul><li>Establish Google Alerts for your organization or key staff & board members to monitor online media mentions or activity . </li></ul>
  41. 49. Resources <ul><li>Digital marketing is evolving and ever changing, therefore it is critical that you stay current. </li></ul><ul><ul><li>Daily Newsletters:  </li></ul></ul><ul><ul><ul><li>Mashable (trends) </li></ul></ul></ul><ul><ul><ul><li>eMarketer (statistics) </li></ul></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><ul><li>DMNews </li></ul></ul></ul><ul><ul><ul><li>iMediaConnection </li></ul></ul></ul><ul><ul><li>Several good Digital & Social Media Groups on LinkedIn </li></ul></ul>
  42. 50. Summary <ul><ul><li>Embrace digital as a key strategy for your organization. </li></ul></ul><ul><ul><li>Lead by example within your organization. </li></ul></ul><ul><ul><li>Allocate resource (internal or outsource) directly responsible for executing your digital marketing program.   </li></ul></ul><ul><ul><li>Integrate the concept internally - &quot;casting a wider net&quot;.  </li></ul></ul><ul><ul><li>Measure your results. </li></ul></ul><ul><ul><li>Stay educated.  </li></ul></ul><ul><ul><li>Have FUN! </li></ul></ul>
  43. 51. <ul><li>Georgianne Brown  </li></ul><ul><li>Co Founder & Managing Partner  </li></ul><ul><li>Big Couch Media Group  </li></ul><ul><li> </li></ul><ul><li>Twitter:  @BigCouchMedia </li></ul><ul><li>Facebook: </li></ul><ul><li>Blog: </li></ul><ul><li> </li></ul><ul><li>LinkedIn: </li></ul><ul><li>Twitter: @georgiannebrown </li></ul>