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Digital Marketing 101

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This document provides an overview of digital marketing strategies for non-profits. It discusses using a website, social media, blogs, and email to market an organization and engage key audiences. It also emphasizes the importance of creating a measurement plan to track engagement and determine what strategies are most effective using tools like Google Analytics. The document advises that small non-profits focus on quality over quantity and leverage volunteers to assist with digital efforts.

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Local Non-Profit Facts  3,500 public charities in North Dakota  45,000 North Dakotans employed by non-profits  300+ of these Non-Profits…  Same fundraising plan (FundingLogic) =  Similar communications/marketing
Digital Marketing 101 Margot Brenna
Digital Marketing Where & How to Market your Organization How to know it’s working  Website  Creating a measurement plan  Social media  Google Analytics  Blog  Other measurement tools tools  E-mail
Where & How to Market your Organization Website, Social Media, Blog, & E-mail
Digital Marketing Map Blog Website Blog Social media Email Others Others Website Social media Email
http://www.evangelcathedral.net/welcome.htm
Website: Reasons to have a Mobile Site  93% of adults own a mobile phone  63% use it to go online  21% primarily use their phone to go online  Mobile web will overtake PC’s in 5 years  Your regular website isn’t going to work right
Website: Target Audiences  Donor  Client  Volunteer
Donor Perspective  Message and mission  Who it’s helping  Financial information  Easy online donation process (thank-you landing page after donation)
Client Perspective  Contact information  Hours of operation  Limitations for services  Transportation to organization
Volunteer’s Perspective  Volunteer opportunities & open time slots  Anything they need to know beforehand (safety goggles?)  Location  Why are volunteers important to the organization?  Sign up
Social Media The tentacles of marketing
Max’s Social Content Strategy Matrix “What do small non-profits lack when it comes to a solid social media strategy? Passion, inspiration, a dedicated audiences – nope. Time, money, resources – yes.” - Max Kringen, Social Media Strategist, Sanford Health
5 Ways to Increase Awareness on Social
1. Branding Optimize your organization’s social presence: www.HEROFargo.org www.Twitter.com/HEROFargo www.Facebook.com/HEROFargo www.Pinterest.com/HEROFargo www.YouTube.com/HEROFargo Guidelines
2. Cross Promotion  Promote social media everywhere  Website  Email  Brochures  Business cards  Etc…  Same theme on different platforms
3. Content: Useful Relevant, & Valuable  Something valuable to a client may not be useful to a donor  Take into consideration target audience for each social media platform  Know your organization’s voice. Some humor can work, some can’t. Toys http://www.youtube.com/watch?v=ao2A-eEIkA4 Sandbox http://www.youtube.com/watch?v=i2iG9NQk9mI
4. Interact  Respond in a timely manner  Questions:  Answer a commonly asked question or misconception about your organization  Explain the problem you solve  Ask a question you know your fans will answer (not just “what are your plans this weekend?”)
5. Giveaways and Contests  Rafflecopter (free option)  Wildfire (need to contact for price)  Blinkd (free option)  Contest Platform (wizehive) $249 + $3/day  Strutta $399
Blog  Blogs are the “click here for more info” link  Place for elaboration  Location (website vs. host site)
Email: Design/Mobile  E-mail service provider  Design Opt in/out Text & HTML Segmentation Images A/B tests Colors Social integration Fonts Anti-spam Buttons
E-mail: Segment
E-mail: Content  Subject line  Appropriate for e-mail (vs. snail mail)  Brief & to the point  Calls to action  Test it before you send it
How you Know it’s Working Data & Analysis
Social Measurement  Google Analytics Academy Plan  Google Analytics November 2013  Other analytics
Creating a measurement plan https://analyticsacademy.withgoogle.com/preview Thanks Google Analytics Academy! 1. Define your organization’s needs & define measurement plan (what will you measure?) 2. Document your technical infrastructure (is it possible to track what you need?) 3. Create an implementation plan (who will set up what you need?) 4. Implement your plan (set up tracking recommendations) 5. Maintain and refine
Social Measurement: Facebook insights https://www.facebook.com/facebookforbusiness/news/pageinsights
Additional Measurements  YouTube Analytics (“Channelitics”)  Pinterest Analytics  Simplymeasured.com  Numerical vs. Engagement
Digital Marketing 101 Review Where & How to Market your Organization How to know it’s working  Website  Creating a measurement plan  Social media  Google Analytics  Blog  Other measurement tools  E-mail
Charity Water Staff who Probably Work on Online Communication  Creative Director  Director of Digital Engagement  Tech Project Manager  Email Marketing Manager  Designer  Supporter Experience Administrator  Executive Producer  Web Designer  Director of Technology  Videographer  Special Events Project Manager  Online Reporting Officer  Content Strategist
How can a small non-profit keep up?  Stick to the strategy  Only do what you can do well  Make meaningful content with a purpose  Gather groups of knowledgeable and capable volunteers/interns/staff/etc… (Social Media Dream Team)  Give specific tasks/jobs  Expectations
Questions? www.belugasocial.com www.HEROFargo.org margot@belugasocial.com Facebook.com/HEROFargo Facebook.com/belugasocial Twitter.com/HEROFargo Twitter.com/belugasocial YouTube.com/HEROFargo Pinterest.com/belugasocial Pinterest.com/HEROFargo

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Digital Marketing 101

  • 1. Local Non-Profit Facts  3,500 public charities in North Dakota  45,000 North Dakotans employed by non-profits  300+ of these Non-Profits…  Same fundraising plan (FundingLogic) =  Similar communications/marketing
  • 3. Digital Marketing Where & How to Market your Organization How to know it’s working  Website  Creating a measurement plan  Social media  Google Analytics  Blog  Other measurement tools tools  E-mail
  • 4. Where & How to Market your Organization Website, Social Media, Blog, & E-mail
  • 6.
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  • 10.
  • 11. Website: Reasons to have a Mobile Site  93% of adults own a mobile phone  63% use it to go online  21% primarily use their phone to go online  Mobile web will overtake PC’s in 5 years  Your regular website isn’t going to work right
  • 12. Website: Target Audiences  Donor  Client  Volunteer
  • 13. Donor Perspective  Message and mission  Who it’s helping  Financial information  Easy online donation process (thank-you landing page after donation)
  • 14. Client Perspective  Contact information  Hours of operation  Limitations for services  Transportation to organization
  • 15. Volunteer’s Perspective  Volunteer opportunities & open time slots  Anything they need to know beforehand (safety goggles?)  Location  Why are volunteers important to the organization?  Sign up
  • 17. Max’s Social Content Strategy Matrix “What do small non-profits lack when it comes to a solid social media strategy? Passion, inspiration, a dedicated audiences – nope. Time, money, resources – yes.” - Max Kringen, Social Media Strategist, Sanford Health
  • 18. 5 Ways to Increase Awareness on Social
  • 19. 1. Branding Optimize your organization’s social presence: www.HEROFargo.org www.Twitter.com/HEROFargo www.Facebook.com/HEROFargo www.Pinterest.com/HEROFargo www.YouTube.com/HEROFargo Guidelines
  • 20. 2. Cross Promotion  Promote social media everywhere  Website  Email  Brochures  Business cards  Etc…  Same theme on different platforms
  • 21.
  • 22. 3. Content: Useful Relevant, & Valuable  Something valuable to a client may not be useful to a donor  Take into consideration target audience for each social media platform  Know your organization’s voice. Some humor can work, some can’t. Toys http://www.youtube.com/watch?v=ao2A-eEIkA4 Sandbox http://www.youtube.com/watch?v=i2iG9NQk9mI
  • 23. 4. Interact  Respond in a timely manner  Questions:  Answer a commonly asked question or misconception about your organization  Explain the problem you solve  Ask a question you know your fans will answer (not just “what are your plans this weekend?”)
  • 24. 5. Giveaways and Contests  Rafflecopter (free option)  Wildfire (need to contact for price)  Blinkd (free option)  Contest Platform (wizehive) $249 + $3/day  Strutta $399
  • 25. Blog  Blogs are the “click here for more info” link  Place for elaboration  Location (website vs. host site)
  • 26. Email: Design/Mobile  E-mail service provider  Design Opt in/out Text & HTML Segmentation Images A/B tests Colors Social integration Fonts Anti-spam Buttons
  • 27.
  • 29. E-mail: Content  Subject line  Appropriate for e-mail (vs. snail mail)  Brief & to the point  Calls to action  Test it before you send it
  • 30. How you Know it’s Working Data & Analysis
  • 31. Social Measurement  Google Analytics Academy Plan  Google Analytics November 2013  Other analytics
  • 32. Creating a measurement plan https://analyticsacademy.withgoogle.com/preview Thanks Google Analytics Academy! 1. Define your organization’s needs & define measurement plan (what will you measure?) 2. Document your technical infrastructure (is it possible to track what you need?) 3. Create an implementation plan (who will set up what you need?) 4. Implement your plan (set up tracking recommendations) 5. Maintain and refine
  • 33.
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  • 38. Social Measurement: Facebook insights https://www.facebook.com/facebookforbusiness/news/pageinsights
  • 39. Additional Measurements  YouTube Analytics (“Channelitics”)  Pinterest Analytics  Simplymeasured.com  Numerical vs. Engagement
  • 40. Digital Marketing 101 Review Where & How to Market your Organization How to know it’s working  Website  Creating a measurement plan  Social media  Google Analytics  Blog  Other measurement tools  E-mail
  • 41. Charity Water Staff who Probably Work on Online Communication  Creative Director  Director of Digital Engagement  Tech Project Manager  Email Marketing Manager  Designer  Supporter Experience Administrator  Executive Producer  Web Designer  Director of Technology  Videographer  Special Events Project Manager  Online Reporting Officer  Content Strategist
  • 42. How can a small non-profit keep up?  Stick to the strategy  Only do what you can do well  Make meaningful content with a purpose  Gather groups of knowledgeable and capable volunteers/interns/staff/etc… (Social Media Dream Team)  Give specific tasks/jobs  Expectations