This document discusses marketing strategies for non-profits and social enterprises. It covers inbound and outbound marketing techniques including social media, email, and events. Integrated marketing strategies using multiple channels are key to success. Social media has become an important tool, and the document provides examples of how the Red Cross uses Twitter and Facebook. It also discusses platforms like Causes and Crowdrise that non-profits can use to fundraise. Content creation and curation, as well as community engagement, are important on social media. Fundraising requires storytelling, clear timelines and missions, and ongoing supporter engagement.

1. Marketing for NGOs and
Social Enterprises
Tatyana Kanzaveli
CEO, Global Learning Foundation
@glfceo
tkanzaveli@gmail.com

2. Marketing: Overview
Inbound Outbound
PPC Direct Mail
SEO E-mail marketing Telemarketing
Social Media Other Trade Shows
Blogs
Integrated marketing strategy is a key to success
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3. Communication: yesterday and today
From To
Channel Network
Mass Consumption Universal participation
Institutional mediation Social mediation
Content scarcity Content abundance
Attention abundance Attention scarcity
Asynchronous Real-time
Virtual Reality Integrated Reality
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4. General Mobile
BE WHERE YOUR TARGET AUDIENCE IS
Social Media Video
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Source: http://www.techcress.com

5. How about costs?
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Source: HubSpot

6. The Power
The viral video, which one of the boys reportedly posted on Facebook,
has caught the attention of scores of people who've pledged more than
$500,000
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7. Social Media: Tactics
• Listen
• Be Real, Authentic
• Pay It Forward
• Respond
• Communicate
• Recognize and Acknowledge
• Use tools and learn!
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8. Twitter Example: Red Cross
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9. Twitter Example: Red Cross
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10. FB Example: Red Cross
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11. FB Example: Red Cross
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12. Platform: Causes
Integrated with FB
For Donors: The Causes
application prompts individuals to
create grassroots communities or
“causes” in support of specific
issues or non-profit organizations
and then invite their Facebook
friends to join them in their
efforts.
For Non-profits: Non-profits can
use Causes to build communities
of supporters, run fundraising
campaigns, distribute petitions
and build a volunteer base for
free. In order to accept donations
through Causes, a non-profit must
be a 501(c)3 that is also registered
with GuideStar. Non-profits still
must pay the 4.75% processing fee
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via Network for Good.

13. Platform: Crowdrise
For Donors: In addition to starting a
fundraising campaign, giving to one,
volunteering or interacting within
Crowdrise, you can accumulate points for
your activities. You’ll earn 10 points for
every dollar raised or donated and double
points for giving to a featured charity. Top
point winners get prizes such as
electronics, clothing and giftcards.
For Non-profits: Non-profits can benefit
from Crowdrise’s turn-key solution meant
to complement their existing fundraising
and volunteer activities. Basic accounts
are free, and there is a $299/year cost for
a Featured Account.
Crowdrise deducts 5% on donations made
through their site with a $1 transaction
fee for donations under $25 or a $2.50
transaction fee for donations of $25 and
up.
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14. Content
• Creating
– Articles
– Tweets
– Visuals: photos, videos
• Curating
– Locating top news in your industry;
– Tweets from your ecosystem;
– etc
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15. Lessons
Matt Flannery [Kiva, CEO]:
“Social Media is a lot like a cocktail party. You don’t walk around saying ‘Like
me, like me.’ You act with courtesy, ask questions, say thoughtful things —
and then people will like you.”
“We challenged our users to invite other users to “try Kiva for free” through
Facebook, Twitter and other channels. We created excitement with limited,
free trial availability and offered Kiva t-shirts to those that successfully
invited five or more friends. The results blew my mind. In less than 24 hours,
our users convinced about 8,000 people to come on our site for the first
time and make loans to borrowers in need all over the world. For some Web
2.0 businesses, 8,000 may not seem like a huge number. But for a
philanthropic organization, processing actual transactions, this is a staggering
number in 24 hours. Through the experience, we learned a lot about what
motivates users in social media — personal achievement, rewards, scarcity
and urgency. We hope to build these ideas into new user engagement
products in the year ahead.”
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16. Time Management
• Monitoring/Listening
• Content Creation/Curation
• Responding/Communicating
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17. Important
• Results: talk, share photos, videos..
• Clear mission: stated and described
everywhere
• Setting up multiple accounts: one for ops and
another one: 100% to a cause
• Honesty: problems? issues? – communicate
• Learn from other non-profits, but also from
for profits entrepreneurial organizations
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18. Fundraising: Simple Rules
• Storytelling
• Tight timeline
• Ask for little from many
• Always report outcomes/progress
• Fundraising is not a campaign: continuing
engagement
• Recognize people for their contributions
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19. Thank You!
Questions? – tkanzaveli@gmail.com
@glfceo