Marketing is critical to growth, but good marketing doesn't have to be expensive. This webinar will walk through the basics of nonprofit marketing and focus in on how to get more done with less. Marketing during this time is so important, this webinar will help you to get focussed on what matters, eliminate what doesn't, and get more out of your marketing budget.

1. How Nonprofits Can Stretch
Their Marketing Budget
April 14, 2020

2. Using GlobalMeet
Chat to ask questions
All lines are muted
If you lose your Internet connection, reconnect
using the link emailed to you.
You can find upcoming and past webinars on the
TechSoup website:
www.techsoup.org/community/events-webinars
You will receive an email with this presentation,
recording, and links
Tweet us @TechSoup and use hashtag #tswebinars

3. A Global Network Bridging
Tech Solutions and Services
for Good
Where are you on the map?

4. Explore our Nonprofit
Tech Marketplace
For more information, please visit
www.techsoup.org/get-product-donations
"We are an all-volunteer organization with
limited professional skills. Adobe's donated
technology is helping us present our story to
the public and to lenders in the format of a
much larger organization. With Adobe, we
are able to knock off a few of the "rough
edges" so that our story is front and center
instead of our technological limitations.
Thank you, Adobe!”
- Richard de Koster
Constitution Island Association, Inc

5. Adobe
Alpha Software
Arreva
Asana
Atlas Business Solutions
Autodesk
Azavea
AWS
Bitdefender
Blackbaud
Box
Bytes of Learning
CDI Computer Dealers
Cisco
CitySoft
CleverReach
ClickTime
Comodo
Connect2Give
Dell
Dharma Merchant Services
Digital Wish
Dolby
DonorPerfect
Efficient Elements
FileMaker
GlobalMeet
GrantStation
Headsets.com
Horizon DataSys
HR Solutions Partners
Idealware
InFocus
InterConnection
Intuit
JourneyEd
Litmos
Little Green Light
Mailshell
Microsoft
Mobile Beacon
Nielsen
NonProfitEasy
NortonLifeLock
O&O Software
Priority
Quickbooks Made Easy
Reading Eggs
Skillsoft
Smart Business Savings
Society for Nonprofit Organizations
Sparrow Mobile
Tableau
TechBridge
Tech Impact
Tint
Ultralingua
VMware
Veritas
Western Digital
Zoner

6. Presenters
Adam Walker
Co-founder of 48in48 and Sideways8
Sima Thakkar
Senior Manager, Content
TechSoup
Assisting with chat:
Steven Davidson, TechSoup
Steven Davidson
Marketing Associate,
TechSoup
Adam Walker
Co-founder of 48in48
and Sideways8
Sima Thakkar
Senior Manager, Content
TechSoup

7. HOW NONPROFITS
CAN STRETCH
THEIR MARKETING
BUDGET
KEY TOPICS
Put first thing first
Do Less
Streamline Processes
Think Quality First
Streamline Your Tools
adamjwalker.com
01

8. ADAMJWALKER.COM
Hi! I'm
Adam
Walker
02

9. QUICK
BIO
HUSBAND. FATHER OF SIX.
WEARER OF FEDORAS.
Founded a successful digital agency that was
acquired. Co-founder of 48in48, a nonprofit
that builds free websites for small nonprofits. I
love to read, learn, and create content about
personal growth in life and leadership.
03
adamjwalker.com
Website: adamjwalker.com
Podcasts:
- Tech Talk Y'all
- While Daring Greatly
- Real Pink from Susan G. Komen

10. 04ILOVEPROBLEMSOLVING
If I had an hour to solve a
problem I'd spend 55
minutes thinking about the
problem and five minutes
thinking about solutions.
ALBERT EINSTEIN
adamjwalker.com

11. THINK OF MARKETING LIKE
CREATING A TRAIN ROUTE
PUT FIRST
THING FIRST
05STORY - THE TRAIN ROUTE
Why does your organization exist?
What story do you want to tell about yourserlf?
STRUCTURE - BUILDING THE TRAIN
What marketing channels will you use?
What content will you create?
EXECUTION - LAYING THE TRACKS
Who should be on your team?
What tools do you need?
Marketing takes people places we want them
to go. If you think of it like a train route
carrying passengers, marketing involves, story,
strategy, structure, and execution.
STRATEGY - TRAIN DESIGN
Why are you marketing?
Who are you marketing to?
What do you want people to do?

12. CALCULATE YOUR RETURN
ON EFFORT
Review your marketing channels:
• Are you getting engagement?
• How much effort goes into each
channel?
• Return on effort = Current effort X
average level of engagement
Shut down channels that are
underperforming.
DO LESS
06
adamjwalker.com

13. 07
STREAMLINE PROCESSES
1. EMAIL TEMPLATES
Use a standard email template you can lightly customize for each campaign.
Standardize your process for documenting and sending automated emails.
2. SOCIAL POST TEMPLATES, PROCESS & SCHEDULE
Standardize your approach to social. Determine how often you will post, what
types of content you will post, what the process is for content creation,
approvals and posting. Etc.
3. WEBSITE UPDATES & CONTENT
How often will the website be udpated? Who is responsible for the udpates?
What kind of content should be created and posts, by whom and how often?
Create templates and systems to speed up and standardize
marketing

14. QUALITY FIRST
08
GIVE MORE THAN YOU
GET
Make sure 80% of your posts are
giving something of value to your
followers.
COLLABORATE WITH
OTHERS
Who can you partner with to create
content that helps you both?
WHAT IS YOUR BEST
CONTENT?
What content can you produce that is
better than anyone else?
REPURPOSE GREAT
CONTENT
Identify past high-quality content and
repurpose it.
PakDesignCo.•
Jan.2020

15. USE ONLY A FEW TOOLS, REALLY WELL
STREAMLINE YOUR TOOLS
Make sure your website
has a content
management system
that you can use to make
updates on your own.
Don't pay for website
updates any more.
WEBSITE CMS
09
A good CRM (client
relationship
management) system
will help you mananage
relationship and
communicate via email.
GOOD CRM
A few social posting
tools will allow you to
schedule posts.
Alternatively, its helpful
to block out times during
the day or week that you
will post on social.
SOCAL POSTING
adamjwalker.com

16. IWOULDLOVETO
CONNECTWITHYOU.
LET'S CONNECT
10
adamjwalker.com
Website: adamjwalker.com
Podcasts:
- Tech Talk Y'all
- While Daring Greatly
- Real Pink from Susan G. Komen

17. Q&A
This is your chance! Use the chat box to ask us any
questions you have about this presentation.

18. Share and Learn
Chat in one thing that you learned in today’s
webinar.
Please complete our post-event survey. Your
feedback really helps.
Follow TechSoup on social media
(FB, Instagram, Twitter)
Visit the TechSoup Blog at blog.techsoup.org

19. Join us for our
upcoming webinars.
4/15
QuickBooks Desktop for Existing Users
4/16
QuickBooks Online for Existing Users
4/21
Nonprofit Workforce Transition and Planning in
Response to COVID-19
4/28
How to Choose the Best Fundraising and Donor
Management System
Archived Webinars:
www.techsoup.org/community-events

20. FY20WEB10 - 10% off a TechSoup Course of Your Choice
Learn more at https://techsoup.course.tc/catalog

21. Thank you to our
webinar sponsor!
Please complete the post-event survey that will pop
up once you close this window.