echogravity builds communities and success stories for not-for-profits as one of it's areas of expertise. This slide deck explains the foundation of building a community that thrives for your cause.

1. Non-Profit and
Charitable
Organization
Marketing
Programs

2. Key Goals
1. Awareness and Recognition as a Viable Entity
– Charitable organizations seek awareness and recognition
from affected individuals and interested parties.
2. Personal and Corporate Donations
– Donations from Corporations and key individuals are
important to driving organization causes and research.
3. User Community Involvement
– Getting more people involved helps multiply the
effectiveness of the organization and its efforts.
4. Research and Development
– Communication, awareness and funding of research and
development are major goals of most organizations.
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3. Challenges
1. Getting Found is a Full Time Job
– Staying in front of the audience and building more
awareness is extremely time consuming.
2. Lack of Resources and Expertise
– Technology innovation and competition for
knowledgeable resources is a huge challenge. Creating
awareness in the new digital world requires new skills.
3. Little-to-no Brand Awareness in the Marketplace
– Many organizations are unknown to those outside of
friends and families.
4. Community Growth
– Utilizing the known community for growth opportunities
is a difficult task.
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4. Charitable Organization Service
echogravity
echogravity specializes in building community and
global awareness of rare and unique medical
conditions for 501c3 and various support
organizations
Using strategic and digital marketing tactics,
echogravity excels in building awareness (in and out
of the community), increasing web site traffic, and
ultimately increasing the level of donations given to
your organization.
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5. echogravity Building Blocks
• Keywords
• Web Site Authority Building
SEO
Social • Twitter
• LinkedIn
Media • Facebook
• Blogs
• Research
Content • Videos
• Publications
• Special Campaigns
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6. What we do exactly
THINK CREATE MANAGE WRITE GENERATE
• Community • Website • Web Site • Blog • Community
Strategy Creation Content • Web Content involvement
• Engagement • Group • Community • Group and • Donation
Goals Naming Data Organization Activity
• Campaign • Landing • Email Collateral • Web Site
Strategy Pages Campaigns • Research Traffic
• Donation • Social Media Papers • Analytics and
Programs Management • Press Reports
• Brochures • SEO releases and
• PowerPoints • Campaign publications
Marketing
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7. Success Story
wolfhirschhorn.org
THE REAL STORY ABOUT WOLF-HIRSCHHORN SYNDROME
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8. Success Story
Before wolfhirschhorn.org
• Lack of information available to parents and
family members
• Recently diagnosed syndrome with scarce and
inaccurate information
• Disjointed and non-existent community
involvement
• No emotional outlet for family and community
• No Internet presence; search results equate to
doom and gloom
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9. Success Story
Objectives
Objectives
– Build awareness of Wolf-Hirschhorn Syndrome to
individuals inside and outside of the community
– Draw together the collective story into one location
– Drive site rankings to top of search results
– Engage community with new, fresh and unique stories
and content
– Give the community a reason to return to the web site
and keep wolfhirschhorn.org front of mind
– Collect donations from non-community members
– Run programs to give back to the children and parents
of Wolf-Hirschhorn Syndrome
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10. Success Story
The Plan
1. Build an emotional engaging and interactive web site
2. Capture the interest of influential individuals
3. Connect on social channels
4. Allow for user generated content
5. Optimize for search
6. Run exciting and powerful programs that drive traffic and
donations
7. Cross communicate programs and content in various
social platforms
8. Utilize technology to quickly and frequently communicate
with the community
9. Capture the confidence of the membership and affected
community
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11. Success Story
Progressive
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12. Success Story
Emotionally Engaging
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13. Success Story
Community Engagement
Hundreds of
stories written by
numerous parents
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14. Success Story
Utilizing Search and Optimization
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15. Success Story
Search Engine Rankings
#1
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16. Success Story
Search Engine Rankings
#5
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17. Success Story
Awareness Programs
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18. Success Story
Technical Capture
Conversation about
important technical
aspects of the
syndrome
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19. Success Story
Content Creativity
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20. Success Story
The Results
• Quadrupled monthly site traffic in 12 months
• Ranked in top 10 in over 15 key words and phrases
• Nearly 3000 posted comments from visitors in less than 18
months
• 60 active writers on the site
• Facebook Group doubled in followers in 6 months
• Thousands of social media click thrus, mentions, and
retweets
• Donations and giveaways to the community with little to no
effort involved
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21. A Viral Experience…for a Cause
Thursday January 12, 2012: 244 Visitors
Friday January 13: 62,526
Saturday January 14: 75,278
Sunday January 15: 57,381
Monday January 16: 54,787
Tuesday January 17: 53,605
Wednesday January 18: 31,730
21,000 Facebook Likes
2,400 Tweets
800 Visitor Comments
97 LinkedIn Shares
150 Google+
Why?
Web site, search criteria, content and the community
were staged to succeed because of a solid foundation.
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22. A Viral Experience: Web Site Visitors
75,000
62,000
244
A following can’t be built without the right
foundation in place.
You have to start somewhere…
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23. How we work
engaging echogravity
• Website and Social Foundation
– Create an engaging website that keeps visitors
returning and connected
– Develop social media channels that connects the
community and other members
• Creative Campaigns, Programs and Donation
Drives
– Developing the Plans
– Execution the Plans
– Integrating with the Community
– Measuring Success
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24. Expected results
Get Found, Build Awareness, Receive Donations
• Get Found
– Awareness increased with target audience and outside of the
organization
• Build Awareness
– Communicate programs through various channels
– Grab attention in and outside of the community
– Utilize social media and viral tactics to gain understanding and
knowledge
• Receive Donations
– Acquire an increased level of donations by involving a higher
number of visitors
– Develop creative programs that exponentially increase
donations
– Repeat activity across various channels to obtain new donation
sources
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25. Contact Us
kevin@echogravity.com
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