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Setting Marketing Goals for Nonprofits – Using the Marketing Canvas

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Slides updated 2019-05-10

Slides from Lida Tohidi's presention for NetSquared Vancouver, May 7 2019.

Event: https://www.meetup.com/net2van/events/256476449/
Video: https://youtu.be/wHO21kQP3tA

Creating a marketing plan for your nonprofit organization will move you from where you are to where you want to be. Learn real tips and trick to starting out right this year with a plan that you can explain to your team and board.

Learn how to identify the ideal donor you'd like to acquire, map out your acquisition plan, and engage with donors on the appropriate channels.

PRESENTER
Lida Tohidi has 11 years of experience in digital marketing, program management, and strategic planning in the tech sector and has utilized her talents for nonprofits as well. She is very passionate about mindfulness, as well as diversity and inclusion, and in 2018 alone, she spoke at 25 tech conferences and events. You can contact Lida through LinkedIn and on Twitter at @lidatohidi

Published in: Marketing
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Setting Marketing Goals for Nonprofits – Using the Marketing Canvas

  1. 1. Setting Marketing Goals for Non-Profits May 7, 2019 NetSquared
  2. 2. Today’s Agenda ➔ The Process ○ Content via Radius ○ Stakeholders / Donors ○ Channels ➔ The Worksheet ➔ The Funnel & Metrics ➔ Tech Stack ➔ Q&A
  3. 3. Stakeholders’ / Donors’ Process
  4. 4. Awareness Education Consideration/ Solution Decision/ Purchase ObserveNew State DefineDesired State LoosenStatus Quo Committo Change Explore Possible Committo Solutions Solution Justify Decision Make the Selection STAGE CONTENT STAKEHOLDERS (akaDONORS) CHANNELS
  5. 5. The Customer Journey in Marketing
  6. 6. Awareness Education Consideration/ Solution Decision/ Purchase ObserveNew State DefineDesired State LoosenStatus Quo Committo Change Explore Possible Committo Solutions Solution Justify Decision Make the Selection ○ WOM ○ Boss ○ Tradeshows ○ Blogs/Articles ○ Webinars ○ Whitepapers ○ Social ○ Traditional Advertising ○ Website ○ Analyst Reports ○ Case Studies ○ Email ○ Executive Events ○ Webinars ○ Website ○ Product Demos ○ Sales Presentations ○ Case Studies ○ Analyst Reports ○ Trial ○ Datasheets ○ Email ○ Executive Events ○ Webinars ○ Sales Presentations ○ ReferenceCalls ○ Trial ○ Case Studies ○ Analyst Reports ○ Datasheets ○ Email ○ Executive Events ○ Webinars CONTENTSTAGE B2B: Content
  7. 7. Awareness Education Consideration/ Solution Decision/ Purchase ObserveNew State DefineDesired State LoosenStatus Quo Committo Change Explore Possible Committo Solutions Solution Justify Decision Make the Selection ○ Social ○ WOM ○ Website ○ Traditional Advertising ○ Blogs/Articles ○ Affiliate/Referral ○ App Exchanges ○ Retail ○ Boss ○ Tradeshows ○ Webinars ○ Whitepapers ○ “Trial” ○ Website ○ OnlineReviews ○ Blogs/Articles ○ Email ○ Retail ○ Analyst Reports ○ Case Studies ○ Executive Events ○ Webinars ○ “Trial” ○ Website ○ OnlineReviews ○ Blogs/Articles ○ Email ○ Product Demos ○ Sales Presentations ○ Case Studies ○ Analyst Reports ○ Datasheets ○ Executive Events ○ Webinars ○ “Trial” ○ Website ○ Discounts ○ Sales Presentations ○ ReferenceCalls ○ Proof of Concepts ○ Case Studies ○ Analyst Reports ○ Datasheets ○ Email ○ Executive Events ○ Webinars CONTENTSTAGE B2C: Content
  8. 8. Awareness Education Consideration/ Solution Decision/ Purchase ObserveNew State DefineDesired State LoosenStatus Quo Committo Change Explore Possible Committo Solutions Solution Justify Decision Make the Selection STAGEBUYERS B2B: Buyers/Donors
  9. 9. Awareness Education Consideration/ Solution Decision/ Purchase ObserveNew State DefineDesired State LoosenStatus Quo Committo Change Explore Possible Committo Solutions Solution Justify Decision Make the Selection STAGECHANNELS B2B: Channels Sales Marketing
  10. 10. Awareness Education Consideration/ Solution Decision/ Purchase ObserveNew State DefineDesired State LoosenStatus Quo Committo Change Explore Possible Committo Solutions Solution Justify Decision Make the Selection STAGEBUYERS B2C: Buyers
  11. 11. Awareness Education Consideration/ Solution Decision/ Purchase ObserveNew State DefineDesired State LoosenStatus Quo Committo Change Explore Possible Committo Solutions Solution Justify Decision Make the Selection STAGECHANNELS B2C: Buyers Marketing
  12. 12. The Funnel & Metrics
  13. 13. Metrics and KPIs to Get Started ● Cost (of Product / Service / Event) ● Marketing Investment ● Impressions ● Clicks ● Click Through Rate (CTR) ● Site Visitors ● Conversion Rate ● Revenue / Donation ● Target Cost-Per-Acquisition (CPA) ● ROI (Return on Investment)
  14. 14. Marketing Tech Stack
  15. 15. Tips for getting started
  16. 16. An Example MarketingTech Stack ● Mailchimp for email service provider (ESP) ● Google Ads for paid search (lots of free credits for non-profits) ● Copper for Customer Relationship Management (CRM) ● Hubspot for marketing automation system and/or CRM ● Mozfor Search Engine Optimization (SEO) ● Intercom for chat and/or in-app messaging ● Optimizelyfor experimentation and personalization ● Adroll for retargeting (when you’re ready) ● Radius for data management (when you’re ready) ● Radius for predictive (when you’re ready)
  17. 17. Thanks! Q&A

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