In this webinar, nonprofits learned how to anticipate challenges, leverage opportunities, and set achievable goals with a nonprofit marketing plan. This webinar was led by experts Lisa Quigley and Jason Spangler of TappNetwork who guided participants through the essentials of crafting an impactful marketing strategy tailored to the unique needs of nonprofit environments.

1. Nonprofit Marketing
Plan Workshop
Lisa Quigley & Jason Spangler
Director of Account Strategy & Director of Business Development
11.16.2023

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4. Jason Spangler
Director of Business Development
jason.spangler@tappnetwork.com
Lisa Quigley
Director of Account Strategy
lisa.quigley@tappnetwork.com
Introductions

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Empowering Organizations for Good
Problem We Solve
Our Why
How We Innovate and Impact
We transform your visionary goals into digital
realities, empowering nonprofits and
government agencies to thrive in today's
dynamic world.
In the new Age of Acceleration, many nonprofits and government
agencies are challenged by a lack of digital infrastructure. This gap
inhibits their ability to keep pace and effectively support the most
vulnerable populations.
Tapp’s mission is more than just business growth; it's about driving
digital innovation across rapidly expanding sectors. We strive to
transfer our knowledge, tools, and technology to government
agencies and nonprofits that are tackling society's most pressing
challenges.
We achieve this by harnessing the power of artificial intelligence,
developing high-impact websites, software, and data-driven
campaigns. Our AI-enabled digital transformation strategies
enhance the positive impact of the organizations we serve and
amplify their engagement with the communities they support.
www.tappnetwork.com

6. Developing a Nonprofit Marketing Plan

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Quick Poll!
What is the state of your current marketing strategy?
A. No marketing strategy or marketing campaigns active.
B. Marketing campaigns are active, but strategy needs improvement.
C. Marketing strategy is built, but launching campaigns is a challenge.
D. Marketing strategy is solid, and campaigns are working well.

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Create Your One-Liner
Wireframe Your High-Converting Homepage
Formulate a Full Funnel Marketing Campaign
3 Key Components of a Nonprofit Marketing Strategy
You should be able to summarize your mission in a single sentence and touch on the
key aspects of your organization – who you serve, what problem you solve, and how
you solve it
Know who you are trying to target. What are their motivations to engage? What
messaging would impact them most? Where do they exist online and how can your
organization interact with them there?
Lay out a roadmap of the ideal path a potential supporter would take from never having
heard of your organization to engagement, conversion, and then promoting your cause
themselves. What content is needed to answer the questions they might have along
the way?
1
2
3

9. Developing a One-Liner

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How to Develop a Your Nonprofit’s One-Liner
1
A one-liner is a concise, compelling introduction to your organization that clearly explains the
problem you solve, the solution you provide, and the success your audience experiences
when they engage with you.
1. Identify your target customer and the major problem you help them solve. What is the pain point that
keeps them up at night? What are they struggling with?
2. Articulate your unique solution to that problem. How is your solution different from anything else they've
tried before? What makes it so effective?
3. Describe the success your customers experience when they work with you. How does your solution
make their lives better? What specific results can they expect to see?

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The One-Liner
1
Habitat for Humanity
Problem: They cannot afford to buy a home through traditional means.
Solution: Habitat for Humanity builds and sells affordable homes to qualified families.
Success: Families have a safe and affordable place to live, and they are able to build equity and stability for their
future.
Habitat for Humanity builds affordable homes for families in need,
so they can achieve the stability and equity they deserve.

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The One-Liner
1
Parkinson's Association
● Problem: Parkinson's is a chronic and progressive disease that affects the nervous system and can cause a
variety of symptoms, including tremors, stiffness, and difficulty walking.
● Solution: The Parkinson's Association provides a variety of resources and support services to people with
Parkinson's and their families, including education, advocacy, and research.
● Success: The Parkinson's Association empowers people with Parkinson's to live well today and inspire
hope for a better tomorrow.
Empowering people with Parkinson's to live well today and
inspire hope for a better tomorrow.
What’s Your One-Liner?

13. Rewire Your Website Homepage

14. 1: Hero Section
2: Value Stack
3: Problem Identifiers
4: Solution Identifiers
5: Thought Leader Board
10 Step Homepage Formula

15. 6: Three Step Action Plan
7: Impact Spotlight
8: Support Options
9: Service Identifiers
10: Lead Capture Form
10 Step Homepage Formula

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10 Step Website Formula

17. Implementing a Full-Funnel Marketing Strategy

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Identify Your SMART Goals
Identify and Define your Ideal Audiences
Create an Omnichannel User Journey
Foundation for a Full Funnel Marketing Strategy
SMART goals stands for Specific, Measurable, Achievable, Relevant, and
Time-Bound. Defining these parameters as they pertain to your goal helps ensure that
your objectives are attainable within a certain time frame.
Know who you are trying to target. What are their motivations to engage? What
messaging would impact them most? Where do they exist online and how can your
organization interact with them there?
Lay out a roadmap of the ideal path a potential supporter would take from never having
heard of your organization to engagement, conversion, and then promoting your cause
themselves. What content is needed to answer the questions they might have along
the way?
1
2
3

19. Identify Omni-Channel Audience Touch Points
Omni-channel marketing is the practice of
carrying out marketing campaigns using
all types of channels, platforms, and
devices to promote your products or
services to customers and prospects.
Whatever the interaction or channel; the
messaging, visuals, and overall experience
of an omni-channel marketing campaign
should be consistent and relevant to the
individual.

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Overall process
(The whole thing)
Marketing Funnel Stages
(Where your potential
supporter is)
Top of the funnel
Is unaware of the challenge/problem your
organization faces and solves
Middle of the funnel
Supports the Cause and Mission of your
organization
Bottom of the funnel
Supports the organization
Donor
Partner/Supporter
Attract
Website-CRM
(How to do it)
Inbound Marketing
(SEO, PPC, Social Media, Blogs)
Lead Nurturing
(Opt-in emails, Newsletters)
Conversion
(Events, Donation Pages)
Relationship Building
(Ongoing Support and Referrals!)
Awareness
Promotion
Consideration
Increased support of your organization
and mission
Activate
Resource
Utilization

21. Early Child Intervention
Target Audiences and User Journeys
Partners
Parents / Caregiver Providers

22. Caregiver Cecili
B23 Caregiver
Name: Cecili Cruz
Age: 26
City, State: Harrington, DE
Occupation: Part-time Vet Tech
Education Level: Some Community College
About: Cecili is a 26-year-old mother living in Harrington, DE with her husband Lucas, and their two
sons, Koen (4) and Khai (15 months). She is a vet tech and performs other add jobs for friends and family
to contribute resources to her family. She wants to give her children every opportunity she did not have.
Her husband Lucas works as an equipment operator and works hard to provide for his family.
Cecili is worried that Khai may have a speech delay as he is not speaking Spanish like the rest of the
family and has not picked up any English words from YouTube videos like his brother did. She also is
facing language barriers, limited access to resources and researching on the internet about Khai’s
speech delay frustrating.
MOTIVATION
Not to let her children fall behind.
Wants to fit in with her
community and give her children
every opportunity.
QUOTE
“My sons may not fit the mold, but
they fit perfectly in my heart.”
NEEDS
Information in Spanish to help her
identify if her son has a delay or
disability and what steps she
should take next.

23. Campaign Objectives:
What we are looking to achieve:
• Bring awareness to caregivers on the benefits of
Birth to Three programming.
• Educate on the referral process, eligibility and user
journey regarding Birth to Three services
• Increased referrals & evaluations
• Increased IFSPs (Individualized family service plans)
How will it be measured:
• Social media metrics
• Website traffic
• Caregiver pages & assets
• # Email signups
• # Form referral submissions
• # Evaluations
• # IFSPs

24. Awareness → Consideration → Decision → Resource Utilization → Promoter
Caregiver User Journey
Paid Ads
Website
CTA: Lead form
subscribe to
newsletter
CTA: Call 211
Email 1: What is
EI/CDW/B23?
Email 2:
Milestones based
on age &
enrichment
activities
Email 3:
Testimonial
Social / Emotional
Social Channels
Digital Marketing Content:
Blogs
Social Media Posts
Downloadable PDFs
Contact from
Regional
Programs
CTA: Submit your
video
Digital Marketing
Content that is
tailored to next
steps for someone
who is interested in
receiving support
Print Marketing
CTA: Form:
Complete Ages &
Stages
Questionnaire
Enrollment in
E.I programs/
initial
screening

25. Get Your Plan Down: Excel, Google Docs, Sheets, or AirTable

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What is a Constituent
Relationship Management
(CRM) System?
• The tools, technologies, processes, and
strategies that an organization uses to
manage, improve, and deploy all its
interactions.
• Where organizations store constituent records
and then use those records to communicate
with people.
• A data-driven technology that can be leveraged
to send mass communications, automate
recurring processes, and track the success of
campaigns online.

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What to Look for in Your Marketing Software
Choosing the right Marketing Automation platform is
foundational to your organization.
When evaluating any Marketing Automation software
it is important to consider the following features:
• All-in-one solution
• Powerful features
• CRM powered marketing
• Full attribution reporting
• Unparalleled support
• Scalability & customization
• Usability
Easy
to
Use
Powerful
More
control
More
flexibility

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Contact
Management
Keep track of all
the contacts
(volunteers,
donors,
companies,
funders) that your
organization
interacts with
Determine if the
contact is ready to
be nurtured, then
support
communication
and outreach to
get the contact
through to the
intended end goal
Write and design
emails, send to
segmented lists,
and trigger various
follow-up types
depending on the
engagement
Create an internal
resource for your
organization for
everything you
need to be
successful
advocates for your
mission
Have clean and
consistent data
that allows you to
build custom
reporting and
monitor analytics
across various
digital platforms
Lead
Management
Email
Management
File/Document
Sharing
Reporting and
Analytics
The Power of HubSpot for to put your Marketing Plan in Action

29. Budget
Nonprofits typically spend between 5 - 15%
of their total budget on marketing and
communications.
• Digital Marketing
• Website Development and
Maintenance
• Print Materials
• Advertising
• Software Tools
• Staffing

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Quick Poll!
What is your biggest challenge working with your contacts?
A. Generating new contracts and building lists
B. Keeping lists clean, active, and segmented
C. Maintaining communication and increasing engagement
D. Reporting on how your contacts are interacting with your organization

31. How We Can Help You - Learn More Here
Strategy
Start with a technology
audit and digital marketing
game-plan to accelerate
your growth and market
share within your sector.
Integration &
Migration
Build bridges and knock
down silos with simple and
painless CRM integrations
and migrations that are
seamless to your team.
E- Commerce
We deploy the transactional
services and software you
need to increase sales
across all your audience
touch points.
SEO and Content
Marketing
Build bridges and knock
down silos with simple and
painless CRM integrations
and migrations that are
seamless to your team.
HubSpot
Implementation
Ensure a smooth and
successful transition from
an alternative solution to
HubSpot, without all the
headaches.
Creative and
Branding
Make your brand stand out
from your competitors to
reach the right customers
with the right message.
Web and APP
Development
With our 20+ years of
experience, we know your
24/7 salesperson must be
beautiful, functional, and
optimized for your goals.
Sales
Enablement
We can help you close the
loop between your
marketing and sales
teams—and more desirable
deals.
Inbound
Marketing
We provide the complete
solution to increasing leads,
revenue, and brand
authority as a Platinum
Hubspot Partner
Social Media
Marketing
One of the most effective
ways to engage influencers,
customers and prospects to
drive brand awareness,
followers, and sales
Paid Media
TAPP makes your budget
go further with a targeted
approach to reaching your
buyer personas in search
and social.
Public Relations
Defining the right audience
and media channels to
build regional and national
brand recognition as well as
thought leadership.

32. Any
Questions?

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34. Thank You!
sales@tappnetwork.com
www.tappnetwork.com