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Content Creation Strategies for Nonprofits

Tips for nonprofits on how to effectively manage the content creation process to market their organizations and build support for their good causes. Excerpted from a live webinar presented on July 23, 2009.

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Content Creation Strategies for Nonprofits

  1. Content Creation Strategies for Nonprofits Making the Most of Your Writing, Photos, Etc.
  2. Want to Hear the Recorded Webinar? These slides come from a one-hour webinar I presented on July 23, 2009. Would you like to watch the recording and download the handouts, templates, etc.? Kivi Leroux Miller EcoScribe Communications and Register for a free membership at Nonprofit Marketing to access these files and other free nonprofit marketing downloads.
  3. Nonprofits Have Always Needed Content Newsletters, donor appeals, thank you letters, your website, and program materials are like bottomless buckets. Flickr: Tracy Hunter
  4. And Social Media Makes It Worse And now you have to update your blog, Facebook, Twitter, Flickr, YouTube, etc. too. Flickr: couragextoxlive
  5. You Have Waaaay to Much to Do Flickr: sashaW
  6. And Never Enough Time to Do It! Flickr: laffy4k
  7. Content Creation as a Symphony Some people like this metaphor: content = musical notes; you = conductor. Flickr: PeteWright
  8. Content Creation as Make-Ahead Meals I think this one works better for the overworked and underpaid! Flickr: pieterjanviaene
  9. The Three Steps Flickr: Tiberiu Ana 1. Think Ahead & Get Organized 2. Make It & Bake It 3. Reheat & Remix It
  10. 1. Think Ahead & Get Organized
  11. Who’s Hungry? Flickr: freeparking Who needs feeding, through which channels, and how often?
  12. How Much 100% Fresh Content? Shoot for 50% and adjust from there Think about when you’ll reheat or remix it to get the other 50%. Flickr: nmarritz
  13. Keep Track on Your Editorial Calendar Filling out your editorial calendar is like planning your menus for the week or month. Flickr: burningkarma
  14. Pick a Realistic Time Frame • Quarterly • Monthly • Weekly Flickr: tanakawho
  15. Several Ways to Organize Calendar • By Channel • By Audience • By Program • By Format (e.g. Standing Heads) Flickr: ifindkarma
  16. Register at to download this template.
  17. Register at to download this template.
  18. Register at to download this template.
  19. Clearly Mark Priorities • Must Do • Like to Do • Fine to Bump Flickr: Sleeping Sun
  20. Organize Your Ingredients Use categories, tags, and folders to organize your ingredients, including web pages, photos, etc. Flickr: Collin Anderson
  21. My Favorite Tools • • Labels in Gmail • Also try: – –
  22. 2. Make It & Bake It
  23. Finding Ideas Inside • Brainstorming • Mind Mapping • Holding Pen or Tickler File (use those tags!) • Stories • Archives • Web and Email Stats Flickr: alexandralee
  24. Finding Ideas Outside • Social media listening tools • Surveys • Aggregators (e.g. • Mainstream media headlines • Trade news Flickr: farleyj
  25. Go Long or Go Short • Both work for first use of the material. • Cut or stretch when you reheat/remix. Flickr: Robyn Gallagher
  26. Got Writer’s Block? • Lists • How To’s • Reviews • Tips • Opinion • Q & A Interviews Flickr: psyberartist
  27. Who Can Help Create Content? • Guest columnists • Experts • Board members • Partners • Clients Flickr: AlishaV
  28. Managing Contributors • Make your expectations clear • Spell out the process • Give yourself a little cushion Flickr: DrBacchus
  29. Putting Social Media into the Mix “Social media boils down to the marriage of two main concepts — content and conversation. Without content, conversation is mere networking. Without conversation, content is dead. It goes nowhere.” ~ Brett Virmalo Tippingpoint Labs Flickr: charlietphoto social-media-experts-dont-understand-social-media/
  30. The Conversation as the Content • Highlight trending topics • Publish Q & A • Summarize debate Flickr: Kris Hoet
  31. Let Conversations Bake into Content • Throw something out there and see what develops • Ask questions! • Refine your ideas based on comments, then write. Flickr: ifindkarma
  32. My Favorite Tools • Blogging ( • Live Radio & Podcasting ( • Webinars ( • Cheap Video Recorder (Flip, Sony Webby) • Screencasting (Camtasia, • Flickr - Creative Commons “By” License Flickr: Southern Foodways Alliance
  33. 3. Reheat & Remix It
  34. Fearing Repetition? Flickr: CarbonNYC • Repetition has its benefits in marketing • But don’t just reheat all the time; remix too.
  35. Go Back to Your Editorial Calendar • Reheat/Remix: – Into Different Channels – For Different Audiences
  36. Make the Short Stuff Longer Add • Examples • Descriptive Details • Quotations • Opposing Points of View Flickr: Robert S. Donovan
  37. Make the Long Stuff Shorter • Use just the headline as status update • Reduce paragraphs to bullets • Pull a teaser out with link to longer piece Flickr: Brian Teutsch
  38. Change the Lead • Start article in a whole new way Flickr: Declan TM
  39. Change the Perspective • Tell it from another point of view Flickr: nickfarr
  40. Change the Format • Live Audio > Recorded Audio > Transcript > Text Everywhere Edit article into a • How-to • List • Opinion • Review Flickr: roger.karlsson
  41. My Favorite Tools • Simultaneous Social Media Updating & Scheduling (TwitterFeed, Selective Twitter. Also, HootSuite, TweetLater) • Transcribing Audio ( Flickr: Southern Foodways Alliance
  42. Benefits of This Approach • Less Frazzled • More Time and Focus on Creating Great Content • Better Message Consistency across Channels You’ll still be on the content creation treadmill, but you’ll be much happier. Flickr: burge5000
  43. Get Your All-Access Pass Get Full Access to All of Our Webinars, Live and Recorded, for 12 Weeks for $97.
  44. Let’s keep in touch! Blog: Twitter: kivilm Contact me at to discuss how I can teach this or other nonprofit marketing training to your group, association members, or grantees.