This document summarizes a webinar about promoting, growing, and marketing nonprofits. Jill Wagner discusses effective storytelling and branding techniques. She emphasizes researching target audiences and developing goals and plans to inform, motivate, and drive desired behaviors. Wagner also covers evaluating success and stewarding donors for long-term relationships. The webinar stresses understanding donors, implementing focused plans, and letting passion show through various communication channels including social media.

1. How to Promote, Grow and Market Your Nonprofit
Daniel Kimball
Product Specialist at Aplos Softwares
Jill Wagner, APR
Idea Emporium

2. Daniel Kimball
Dan Kimball is a seasoned fundraiser with twenty
years of experience in strategic fund development and
nonprofit management.
He’s currently developing Aplos’ Donor Management
Platform to help nonprofits connect with (and
cultivate!) their donor base.
“Fundraising is a relationship business.”
Twitter: @fugativedmk
@aplos_webinar
#Aploswebinar

3. Jill Wagner, APR
Jill Wagner, APR, is an experienced and award-winning public relations expert
who has helped both small and large public organizations and private
companies tell their stories, navigate through crises and achieve their strategic
goals.
Accredited in Public Relations by the Public Relations Society of America,
Wagner’s specialty is strategic thinking and creative implementation, ensuring
that all the parts of communications effort mesh with organizational goals to
achieve results.
She owns and operates a public relations agency in Fresno called Idea
Emporium, providing creative and comprehensive public relations,
communications and marketing services to build reputations and influence
audiences.
#Aploswebinar
Jill Wagner, APR
Idea Emporium
www.idea-emporium.com
jill@idea-emporium.com

4. Introduction
During this webinar, we will focus on some of the steps nonprofits need to take to grow
their organization through branding, storytelling, and donor engagement.
Marketing expert Jill Wagner is going to cover some of the following:
Effective storytelling techniques for inspiring and motivating supporters, volunteers and
donors - Strategies and ideas for effective nonprofit branding. - The importance of social
media and technology for telling your nonprofit's story and engaging donors to become
ambassadors for your mission.
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5. Communication is Key
• “Why don’t more people know our story?”
• “How do we get people to know how important we are?”
• “Why aren’t more people giving to us?”
• “How can communications keep our supporters engaged?”
• “Our competitors have tons of money for communications. How do we
compete?”
• “Is social media the answer?”
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6. #Aploswebinar
Promoting, Growing & Marketing
• Highly focused plans
• Different approaches
• Realistic expectations

7. Fundamental Questions:
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What do we want to have happen?
-or-
What outcome do we want?

8. Goals vs. Objectives
Goal
A broad idea of what you want to
happen
Objective
A clearly defined statement that
contains an action statement, a timeline
and a measurable outcome.
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9. Types of objectives
Informational – we want them to know stuff
Information must be sent, received, understood.
Motivational – we want them to be open to us
Target audience is motivated toward the
intended action.
Behavioral – we want them to do something
Target audience should adopt desired behavior.
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10. How Can I Do One More Thing?
Communications Plans:
• Help define your work so your limited
resources are deployed properly
• Keep you focused and on-target
• Provide guidelines for staff and volunteers
• Tell you what’s working and what doesn’t!
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11. “Deeds over dollars”
-Mary Anna Dunn
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12. Research
• Who’s telling your story and how?
• What do people think when they hear
your organization name?
• Is your story compelling? Action
oriented?
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13. Research
• What are you saying about your
organization?
• How do you learn about your
prospects and donors?
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14. Research
• Identify strengths, weaknesses and needs
• Learn operations of competitors
• Stay on top of current market; trends
• Know your donors and prospects, inside and out:
- Drivers, emotional, and logical needs, etc.
- Have they supported you before? Why?
- Have you asked why?
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15. Develop Goals and a Plan
• Based on what research tells us, we develop
goals and a strategic plan to achieve them.
• Develop methods for adding value.
• At this stage evaluation methods are created
and worked into the plan.
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16. Implement Activities
• Develop specific activities for each goal –
how will we go about it?
• Create a timeline for implementation
• Assign responsibilities – who will do what
when?
• Create benchmarks to gauge success
• Do the work!
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17. How Do I Know What Strategy to Use
With My Prospects?
Getting to know you…
• Mutual attraction
• Laser targeting
• Research
• Less writing – more experience
• This isn’t speed dating – it’s a long-term
relationship
• Satisfy both sides of the brain
• Let passion show
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18. Social Media
Seductive tool – but it’s still just a tool, one of many in your toolkit
Facebook – nurture an engaged community
Twitter – share and discuss hot news
Pinterest – visually interesting way to connect with like-minded folks
Blogs – Podcasts – Message Boards
Uses: connections - two-way conversations – advocacy – building base
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19. Evaluation
Purpose: To determine if goals were met and to provide data to
make plan adjustments as needed.
“What we say isn’t as important as what’s changed based on what
we’ve heard.” Hicks Waldron
Quantifying the end results of the plan.
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20. Stewardship
• Should be part of your plan.
• Key element of donor relations
• Promotes trust: ensures acknowledgement;
deepens relationships
• Is the base for future gifts
• Be impeccable
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21. You Can Do This!
4 step process
Research – Planning – Implementation –
Evaluation
• Understand what donors/prospects want
• Don’t make assumptions
• Let your passion show
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22. Final Thoughts, Thank You, Q&A
Jill Wagner, APR
Idea Emporium
www.idea-emporium.com
jill@idea-emporium.com
Dan Kimball
dan.kimball@aplos.com
@fugativedmk
#Aploswebinar

23. About Aplos
We’re the #1 solution in online donor management
software for nonprofits.
Fundraising is important, but you probably wish you didn't
have to spend so much of your valuable time raising
money. Aplos' all-in-one solution helps you raise money,
track giving, and ensure your donors have a positive
experience with your organization.
Visit aplos.com for more information.
"Nonprofits all across the country
are praising the software's ease of
use, reasonable price, and great
customer service." - NPTechNews
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