This document discusses how non-profits can use digital marketing and social media. While social media allows low or no-cost outreach, non-profits must invest staff time and training to build their brand and audience engagement. The Ice Bucket Challenge raised over $100 million for ALS through social sharing, but "slactivism" of just clicking "like" without further action is a risk. Non-profits need to understand their goals and audiences to maximize fundraising through content online. Case studies show how organizations like Classy can help non-profits raise hundreds of millions through digital campaigns and mobile platforms.

1. Content Marketing and Digital Activism
With an emphasis on Nonprofits
Laura Lover 8/22/2016

2. Non Profits & Online Presence
 Social Media and digital marketing are integral tools for non-profits to build awareness and market their cause that can be
low to no-cost.
 The amount of money a non profit invests in social media varies greatly from institution to institution.
 Some use in-house marketing and graphic design teams, others rely on volunteers, to varying degrees of success.
 In many ways social media democratizes digital marketing because everyone uses the same format, but it is up to the
organization to build their own brand and maximize their presence.

3. What does budget look like?

4. Is Social Media the Cure-all for Cash-strapped Non profits?
What are the real costs?
-staff time
-training
-paid ads
-developing new platforms
*It is important to have an
understanding of your audience
and how digital marketing
functions.
Does it work?

5. Know your platform and your audience!

6. Turning “Likes” Into Action
“Slactivism” Backlash
The idea that people “like” causes they see
online, but do not follow up.
Frequently associated with social media
marketing efforts for organizations, but also
personal causes.

7. Digital Activism + Icebucket Challenge
 According to the national chapter
of the ALS Association, the
challenge brought in $115 million.
 Participants also donated an
additional $13 million to regional
branches.
 In 2013, the ALSA only brought in
$23.5 million.
Time.com

8. 2014 Cone Communications Digital Activism
Study
 After “liking” a cause or organization, Six
in ten Americans will continue to engage
with an organization.
 Of those who made a donation in the
last 12 months, more people gave online
(27%) than regular mail (23%).

9. What does engagement mean?

10. How do you get the engagement you want?

11. Considering Different Target Markets

13. Classy.org Case Study
 Classy was founded in 2006. It is the world’s fastest
growing online and mobile fundraising platform .
 Works with 2,500+ nonprofits and social enterprises.
 They have raised hundreds of millions of dollars.
 Based in San Diego, CA, Classy is a team of more than 80
and is backed by 35 investors.
For non-profits, the major goal
for marketing is fundraising.
While organizations do not make
profits, they do require funds to
maintain operations and further
their mission.

15. Conclusions
 Digital Media has the power to
affect change!
 It is up to non profits to maximize
their online potential.

16. Questions:
1. What do you think makes for
a successful nonprofit digital
presence?
2. How are non profit content
marketing efforts similar /
different from for-profit
efforts?

17. Resources:
 http://www.conecomm.com/2014-cone-communications-digital-activism-study-pdf
 https://www.classy.org/online-fundraising-company
 www.time.com