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Content Marketing for
Nonprofits & Associations




                 Becky Rasmussen
           AMR Management Services
          @Becky_Rasmussen • #cmworld
                               #cmworld
Association Professionals
   Through the Ages




                            #cmworld
Associations SHOULD be great content marketers …




                   =


         We have a wealth of content
                                            #cmworld
If you took a content inventory, what
           would you find?
                 •   224 magazine issues
                 •   117 newsletter issues
                 •   29 conventions
                 •   33 marketing conferences
                 •   13 webinars
                 •   17 videos
                 •   1,000s of photos
                 •   55 blog posts
                 •   1,030 tweets
                 •   300 Facebook posts



                                            #cmworld
e-books            Research
                                                 Journals        Ebooks

                     Learning                        Benchmarking
                     Centers             Books
 Blogs
                        Listservs                        White papers
          Videos

                        Articles                                              Webinars
                                        Private social             Conferences
Websites
                                        networks

                                 Print newsletters
         Magazines
                                                            Mobile Apps

                                                                        Podcasts
                                                  Infographics
     Enewsletters               Online
                                Communities

                                                                                   #cmworld
Associations SHOULD be great content marketers …




       We have established relationships
                                            #cmworld
Associations SHOULD be great content marketers …



         We have a foundation of




                                            #cmworld
So what holds us
     back?


               #cmworld
Challenges


• Our wealth of content
• Established relationships
• Foundation of trust




   But that’s not all …
                              #cmworld
Challenges


       Association
     Membership Model




                    #cmworld
What does your
association “sell”?




                      #cmworld
Information



   Association


     Expert
   Knowledge

    Members



                 #cmworld
Challenges
Structure & Resources


           • Boards
           • Volunteers
           • Staff



                          #cmworld
ASSOCIATION content should:

• Advance your mission
• Address member needs and pain points
• Position the association as a trusted resource
• Target a specific audience
• Provide a call to action
• Tell an engaging story

                                              #cmworld
Advance your mission
To protect and advocate for the farm-grown Christmas Tree industry




                                                             #cmworld
Address Member Needs and Pain Points


What can you do for your members that
    they can’t do for themselves?

How is the content you provide going to
 help them improve their business or
         advance their career?


                                         #cmworld
Address Member Needs and Pain Points




                                       #cmworld
Position your association as a trusted resource




                                              #cmworld
Position your association as a trusted resource




                                              #cmworld
Target a specific audience


                 Bob                                 Steve




• Manages 3,600 acres of trees   • Small Choose & Cut farm
• Pacific Northwest              • Gulf Coast of Alabama
• Sells to big box stores        • Offers tours, Santa, train
• Biggest concern is rising        rides
  freight costs                  • Biggest concern is weather
• Gets news online               • Prefers print




                                                                #cmworld
Target a specific audience




                             #cmworld
Provide a call to action




                           #cmworld
Provide a call to action

1ST CALL
Purchase additional content, click to learn more, sign up, sign
in, subscribe, connect, engage, vote, contact, share, talk, “like”,
comment, visit website, etc.


2nd CALL
Join association, register for event, contribute/donate, volunteer



Are you aiming for a relationship or a transaction?


                                                              #cmworld
Tell an engaging story



Professional Innkeepers
      Association




                           #cmworld
Tell an engaging story




                         #cmworld
Tell an engaging story
(or help your members tell theirs)




                                     #cmworld
And most importantly …




Focus on what works for your
 association and members.
                               #cmworld
What are your
association content
    challenges?




                      #cmworld

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Content Marketing for Non-Profits & Associations

  • 1. Content Marketing for Nonprofits & Associations Becky Rasmussen AMR Management Services @Becky_Rasmussen • #cmworld #cmworld
  • 2. Association Professionals Through the Ages #cmworld
  • 3. Associations SHOULD be great content marketers … = We have a wealth of content #cmworld
  • 4. If you took a content inventory, what would you find? • 224 magazine issues • 117 newsletter issues • 29 conventions • 33 marketing conferences • 13 webinars • 17 videos • 1,000s of photos • 55 blog posts • 1,030 tweets • 300 Facebook posts #cmworld
  • 5. e-books Research Journals Ebooks Learning Benchmarking Centers Books Blogs Listservs White papers Videos Articles Webinars Private social Conferences Websites networks Print newsletters Magazines Mobile Apps Podcasts Infographics Enewsletters Online Communities #cmworld
  • 6. Associations SHOULD be great content marketers … We have established relationships #cmworld
  • 7. Associations SHOULD be great content marketers … We have a foundation of #cmworld
  • 8. So what holds us back? #cmworld
  • 9. Challenges • Our wealth of content • Established relationships • Foundation of trust But that’s not all … #cmworld
  • 10. Challenges Association Membership Model #cmworld
  • 11. What does your association “sell”? #cmworld
  • 12. Information Association Expert Knowledge Members #cmworld
  • 13. Challenges Structure & Resources • Boards • Volunteers • Staff #cmworld
  • 14. ASSOCIATION content should: • Advance your mission • Address member needs and pain points • Position the association as a trusted resource • Target a specific audience • Provide a call to action • Tell an engaging story #cmworld
  • 15. Advance your mission To protect and advocate for the farm-grown Christmas Tree industry #cmworld
  • 16. Address Member Needs and Pain Points What can you do for your members that they can’t do for themselves? How is the content you provide going to help them improve their business or advance their career? #cmworld
  • 17. Address Member Needs and Pain Points #cmworld
  • 18. Position your association as a trusted resource #cmworld
  • 19. Position your association as a trusted resource #cmworld
  • 20. Target a specific audience Bob Steve • Manages 3,600 acres of trees • Small Choose & Cut farm • Pacific Northwest • Gulf Coast of Alabama • Sells to big box stores • Offers tours, Santa, train • Biggest concern is rising rides freight costs • Biggest concern is weather • Gets news online • Prefers print #cmworld
  • 21. Target a specific audience #cmworld
  • 22. Provide a call to action #cmworld
  • 23. Provide a call to action 1ST CALL Purchase additional content, click to learn more, sign up, sign in, subscribe, connect, engage, vote, contact, share, talk, “like”, comment, visit website, etc. 2nd CALL Join association, register for event, contribute/donate, volunteer Are you aiming for a relationship or a transaction? #cmworld
  • 24. Tell an engaging story Professional Innkeepers Association #cmworld
  • 25. Tell an engaging story #cmworld
  • 26. Tell an engaging story (or help your members tell theirs) #cmworld
  • 27. And most importantly … Focus on what works for your association and members. #cmworld
  • 28. What are your association content challenges? #cmworld