Digital Marketing for Non-Profits

Digital Marketing for Non-Profits
By Kristopher B. Jones
Best-Selling Author and CEO of KBJ Capital

The Power of Digital Marketing
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

Overview
• The ALS Ice Bucket Challenge has raised over
$100 million; it all started with a YouTube video
• Google is the most visited destination on the Web
and provides non-profits with $10,000 to spend
on Google ads each month
• Non-profits can raise money through a “donate
now” button on Facebook; There are no fees.
• Twitter provides financial resources for non-profits
to grow followers and promote “tweets”

e
• Founded by three former PayPal employees in
February 2005; Acquired by Google in 2006
• 100 hours of new videos are uploaded to the
site every minute
• YouTube is the third most visited website on
the Internet, behind Google and Facebook
• Uploading / sharing videos on YouTube is FREE
• All non-profits need to leverage YouTube

G
• Founded at Stanford by “Larry and Sergey” as
part of a doctoral dissertation
• Controls 68% of the search-engine market
• Google is valued at nearly $400 Billion
• Makes most of its profits off pay per click ads
• I wrote a book on Google, which has sold
nearly 100,000 copies! Yes, I’m from the WB.
• Non-profits can take advantage of PPC or SEO

Two Types of Google Search Marketing:
- Google AdWords (Pay Per Click / PPC)
- Organic (FREE) Search (Search Engine Optimization / SEO)

Google AdWords: Pay-Per-Click
• Allows businesses to “pay per click” to appear
in Google’s sponsored listings.
• Ads are triggered by keywords (i.e. Wilkes
Barre Non-Profit) selected by the advertiser
• Advertisers only “pay” when a targeted user
clicks a keyword triggered ad.
• Non-Profits are eligible for FREE ads on
Google!

Google Ad Grants
• Google Ad Grants is the nonprofit edition of
AdWords - http://www.google.com/grants/
• Google Ad Grants empowers nonprofit
organizations, through $10,000 per month in
in-kind AdWords™ advertising, to promote
their missions and initiatives on Google search
result pages
• Non-profit agents should get Google AdWords
Certified - https://www.google.com/partners

FB
• Founded by Harvard dropout Mark Zuckerberg
• Over 1.3 billion active users globally
• Mission is to connect the world
• Valued over $200 Billion
• Americans spend more time on social media
than any other major Internet activity
• 60% of Facebook is consumed through mobile

Building a Non-Profit Audience on Facebook
• FB’s social currency is “likes”
• Post at least 2-3 times per day
• Share lots of personal stories of impact
• Photo posts get 39% more interaction
• Shorter posts get 23% more interaction
• Engagement rates on Thursday and Friday are
18% higher
• Question posts get 100% more comments

Facebook is (Sort of) Non-Profit Unfriendly
• Facebook only shows a given post to less than
15% of its intended audience
• To connect with a larger audience businesses
and non-profits must buy Facebook Ads
• Facebook does not currently offer a Facebook
Ad Grant program for Non-Profits. 
• Sign the Facebook Ad Grants Petition on
Change.org - http://www.change.org/p/facebook-save-nonprofits-from-being-silenced-with-facebookadgrants

Facebook "Donate" Button
• Facebook allows
nonprofits to add a
“Donate” button to
their FB Page.
• The Donate feature will
appear beside Posts in
News Feed shared by
participating nonprofits
and at the top of their
Facebook Pages.
Apply for a Facebook Donate Button at https://www.facebook.com/help/contact/585894954798346

Twitter
• Founded by a group of serial entrepreneurs,
including Jack Dorsey (Square)
• Twitter is an online social networking service
that enables users to send and read short 140-
character messages called "tweets.”
• Great vehicle for non-profits to push content
• Over 500 million users
• Valued at over $25 Billion

Building a Non-Profit Following on Twitter
• Twitter’s social currency is “follows”
• Great place to share stories of impact
• Post news releases, newspaper articles, and
related news and information
• Pictures are 36% of all shared links on Twitter.
Videos work great too!
• Use popular and trending hashtags (i.e.
#activism, #advocacy, #causes, #charity, etc.)

Twitter Ads: Two Types…chirp…chirp…chirp…
Promoted Accounts – Pay to
generate more followers
Promoted Tweets – Pay to
increase reach of Tweets

Twitter Ads for Good campaign
• Similar to the Google Grant program; Provides
free Twitter Advertising and “verified account”
status to eligible non-profits
• E-mail nonprofits@twitter.com to see if your non-profit
is eligible
• You can also direct message Twitter @nonprofits
• Check out the Twitter for Good Blog for updates
on Twitter’s commitment to non-profits:
https://blog.twitter.com/twitter-for-good

Summary
• YouTube, Google, Facebook, and Twitter are powerful
vehicles for non-profits to connect with donors and
beneficiaries
• Any non-profit can upload a video to YouTube for FREE
• Google offers up to $10,000 monthly in paid search ads
to non-profits
• Facebook offers the ability to raise money through the
Facebook page of a non-profit
• Twitter offers a “Twitter Ads for Good” program to
subsidize the cost of paid tweets and promoted
accounts

Tips for how YOU can help
• Self-educate – get certified on Google; learn
SEO and volunteer your expertise
• Show, don’t tell. Walk the non-profit through
the steps to get signed up to Google Ad
Grants, set-up the Facebook Donor button, etc
• Help non-profits tell their stories via the Web;
Brainstorm creative ideas for leveraging
Google, YouTube and others to raise
donations.

Contact Kris:
- Follow me on Twitter -
http://twitter.com/krisjonescom
- Like me on Facebook -
http://www.facebook.com/kbjcapital
- Connect with me on LinkedIn – click here
- Connect with me on Google+ - click here

Digital Marketing for Non-Profits

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