Wondering what you should be doing in 2013 as a nonprofit marketer? Here are 13 suggestions to get you started. Join us at http://nonprofitmarketingguide.com throughout the year for help in making it happen.
2. 1
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Decide what to
UPGRADE on your
WEBSITE. It will always
be under construction.
3. Website Upgrades:
How to Do It
• Accept that the site will never be done. Lobby now
for annual website tinkering budget.
• If overhauling, move to a CMS/template that allows
you to switch out modules or blocks.
• Add content that makes the site feel more real-time
(e.g. social media feeds, dashboards).
• Add more faces/people stories.
5. Add Tracking Dashboard:
How to Do It
• Figure out a few key indicators of progress (ideally)
or activity (better than nothing).
• Work on an engaging way to share on your site.
• Add regular updating to your to-do list!
7. Segment More Email:
How to Do It
• Figure out what technology you’ll use to track data
about people. See idealware.org, click on Managing
Constituents
• See what you already have available to you. See
your email analytics, registration forms, donation
history, etc. Are you storing/using that data?
• To which groups can you provide specialized
content, or communicate more/less frequently?
8. 4
Make EMAIL and
WEBSITE more
MOBILE FRIENDLY.
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9. Mobile Friendly: How to Do It
• Know what your website and email look like on
smartphones and tablets. Fix what is easy; plan to
fix what’s not.
• Priority Email Fixes: Buttons are big enough to click,
and landing pages from email clicks are mobile
friendly.
• Explore: Website CMS plugin versus separate
mobile website.
• If you use QR codes, make sure they land on mobile
friendly pages!
10. 5
Get STRATEGIC and INTENTIONAL
about your direction on Facebook
and/or Twitter.
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11. Get Intentional and Strategic:
How to Do It
• Really examine what’s working and what’s not.
• Figure out how to do more of what’s working.
• This means having clear guidelines about what you
put there and WHAT YOU DON’T.
13. Pick a Playground:
How to Do It
• Where other nonprofits are playing: Pinterest,
LinkedIn, YouTube, and Google+
• Worry less about strategy right now, and instead
focus on experimenting and seeing what happens.
• When in doubt, try a mix of updates that encourage
followers to Do (calls to action), Think (information)
or Feel (most powerful, from anger to humor).
15. Take and Use More Photography:
How to Do It
• Learn how to use the technology you already own –
like on your smartphone
• Play around! Experiment on kids and pets!
• Get an app that lets you put text on top of photos.
17. Share Progress via Video:
How to Do It
• Watch progress or annual report videos from other
nonprofits and note their patterns.
• If you have two minutes of video time, think about
what you would say/show.
• Format as “thank you” videos, or annual reports, or
“here’s what happened after that fundraiser”
18. Content Strategy: Mix your
9 BROCCOLI with their
CHEESE and serve the
content up together.
http://www.flickr.com/photos/whitneyinchicago/4324896667
19. Broccoli and Cheese:
How to Do It
• The Broccoli: What are the topics your organization
wants/needs to talk about?
• The Cheese: What do your supporters and participants
read, use or otherwise engage with the most –
regardless of your preferences?
• How can you deliver both?
• Can you lure with cheese and then suggest the broccoli?
21. Curate Something:
How to Do It
• What are you sorting through anyway, because you
have to or because you want to?
• On what topics could you easily add some value
(e.g. commentary, categorizing, best of . . . )
• Make this a regular habit and part of your editorial
calendar
23. Repurpose and Multi-Channel:
How to Do It
• Get over it: repetition is good, especially when
done right.
• Identify what stays consistent (e.g. call to action)
and what can be changed.
• Everything new goes into at least three channels.
• Build repurposing into your workflow and editorial
calendar from the start.
25. Reshare Your Greatest Hits:
How to Do It
• Watch what people like (it’s the cheese thing
again).
• Reshare especially on Twitter and Facebook where
even great stuff is easily overlooked.
• Reshare the really, really good stuff via email
and/or blog.
• Just resend it, or package as “Best of” or “Top Ten”
26. Experiment to see
13 which METRICS have
MEANING.
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27. Play with Meaningful Metrics:
How to Do It
• Track what people respond to: clicks in email,
website traffic, interactions on Facebook. Talk
about it and then experiment.
• If the numbers don’t give you information you can
act on, so what?
• What does it mean if certain numbers go up, down,
or stay the same?