Web Content Strategy for Nonprofits -- ADRP 2014

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Presented on 9/17/2014 at Association for Donor Relations Professionals 2014 International Conference

In a world where your supporters may see hundreds of messages a day, how can your cause stand out? Presenting your knowledge and stories with a goal in mind will help you attract supporters, inspire giving, and retain donors. In this session, you'll learn:

-- What is content marketing/content strategy and how can nonprofits leverage these ideas for social impact
-- How to determine the right kind of content to help you spread your message
-- The right and wrong way to create and distribute your content

Content marketing is all the rage in both for-profit and nonprofit sectors, but how do you effectively leverage your information, expertise, and communication channels to attract and keep supporters? Learn how to imagine, plan, create, and distribute your content to help you take your mission further.

Published in: Government & Nonprofit
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Web Content Strategy for Nonprofits -- ADRP 2014

  1. 1. Content Strategy for Nonprofits Caryn Stein Network for Good
  2. 2. 2 Let’s do this! • What is content strategy? • Why does it matter for your organization? • How to plan for your audience and goals • The right and wrong way to create and distribute your content • Some examples and ideas #ADRPConf
  3. 3. 3 So, what the heck is content strategy? Source: Kelly Kingman #ADRPConf
  4. 4. 4 Why? Source: News360.com #ADRPConf
  5. 5. Do you have a documented content strategy at your organization? 5 Quick poll #ADRPConf
  6. 6. 6 Survey says: Source: Content Marketing Institute #ADRPConf
  7. 7. What are your biggest challenges when it comes to content at your organization? 7 Quick poll #ADRPConf
  8. 8. 8 Source: Content Marketing Institute #ADRPConf
  9. 9. So how do you do it? #ADRPConf 9
  10. 10. • Who is our audience? • What are our goals? • What content do we already have? What do we need to create? • How will we store and distribute our content? • When and how frequently? • Who is responsible? 10 First, think about these questions #ADRPConf
  11. 11. 11 Target Audience • Research and data • News • Unmet need stories • Advocacy alerts Prospects • Testimonials/ endorsements • Unmet need stories • Research and data • Event spotlight First-Time Donors • Testimonials • Case studies • Welcome series • Success stories Recurring Donors • Impact updates • Case studies • Success stories • Support/FAQs • Donor spotlight And so on… #ADRPConf
  12. 12. 12 Target Audience • Research and data • News • Unmet need stories • Advocacy alerts Prospects • Testimonials/ endorsements • Unmet need stories • Research and data • Event spotlight First-Time Donors • Testimonials • Case studies • Welcome series • Success stories Recurring Donors • Impact updates • Case studies • Success stories • Support/FAQs • Donor spotlight Goal Drive email signups Increase traffic to site Goals Increase event registrations Acquire new donors Goals Retain donors Improve donor sentiment Increase repeat gifts Goal Retain donors Increase average gift size #ADRPConf
  13. 13. 13 Perform a Content Audit • Inventory • Assess • Map #ADRPConf
  14. 14. 14 Perform a Content Audit Source: Business2Community
  15. 15. 15 Create Your Calendar #ADRPConf
  16. 16. 16 Create Your Calendar Source: Top Nonprofits Source: Pam Moore #ADRPConf
  17. 17. 17 Warning: #ADRPConf
  18. 18. 18 Use What You’ve Got #ADRPConf Special Report Blog Post Newslette r Feature Socia l Medi a Socia l Medi a Newslette r Feature Socia l Medi a Socia l Medi a Blog Post Donor Thank SociYaou l Medi a Socia l Medi a Impact Report Socia l Medi a Socia l Medi a
  19. 19. #ADRPConf 19
  20. 20. 20 Create or Curate? #ADRPConf
  21. 21. #ADRPConf 21
  22. 22. 22 More Pro Tips • Tap the news cycle • Be ready to adapt • Create seasonal hooks/create your own events • Measure and track to find out what works • Have a process for soliciting and receiving content #ADRPConf
  23. 23. 23 Source: http://www.2-harvest.org/news/ #ADRPConf
  24. 24. Source: http://www.cfsbny.org/get-involved/donor-spotlight.aspx 24 #ADRPConf
  25. 25. Source: http://www.sacramentofoodbank.org 25 #ADRPConf
  26. 26. Source: http://www.thecontributor.org/featured-vendor/ 26 #ADRPConf
  27. 27. Source: http://wish.org/wishes/wish-nation-blog 27 #ADRPConf
  28. 28. Source: http://www.legacy.vg/villanova/giving/3.html 28 #ADRPConf
  29. 29. #ADRPConf 29
  30. 30. #ADRPConf 30
  31. 31. Remember… • Set clear, well-defined communication goals, 31 then map your content efforts to them • Have a process – and a schedule • Understand what goes where • Measure, track, and learn • It’s ok to start small #ADRPConf
  32. 32. 32 Free Guides Storytelling for Nonprofits: http://bit.ly/NFGStorytelling How to Make the Case for Giving: http://bit.ly/Case4Giving 101 Social Media Posts for Nonprofits: http://bit.ly/101SocialPosts #ADRPConf

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