In this webinar, nonprofits learned how to anticipate challenges, leverage opportunities, and set achievable goals with a nonprofit marketing plan. This webinar was led by experts Lisa Quigley and Jason Spangler of TappNetwork who guided participants through the essentials of crafting an impactful marketing strategy tailored to the unique needs of nonprofit environments.
4. Jason Spangler
Director of Business Development
jason.spangler@tappnetwork.com
Lisa Quigley
Director of Account Strategy
lisa.quigley@tappnetwork.com
Introductions
19. Identify Omni-Channel Audience Touch Points
Omni-channel marketing is the practice of
carrying out marketing campaigns using
all types of channels, platforms, and
devices to promote your products or
services to customers and prospects.
Whatever the interaction or channel; the
messaging, visuals, and overall experience
of an omni-channel marketing campaign
should be consistent and relevant to the
individual.
22. Caregiver Cecili
B23 Caregiver
Name: Cecili Cruz
Age: 26
City, State: Harrington, DE
Occupation: Part-time Vet Tech
Education Level: Some Community College
About: Cecili is a 26-year-old mother living in Harrington, DE with her husband Lucas, and their two
sons, Koen (4) and Khai (15 months). She is a vet tech and performs other add jobs for friends and family
to contribute resources to her family. She wants to give her children every opportunity she did not have.
Her husband Lucas works as an equipment operator and works hard to provide for his family.
Cecili is worried that Khai may have a speech delay as he is not speaking Spanish like the rest of the
family and has not picked up any English words from YouTube videos like his brother did. She also is
facing language barriers, limited access to resources and researching on the internet about Khai’s
speech delay frustrating.
MOTIVATION
Not to let her children fall behind.
Wants to fit in with her
community and give her children
every opportunity.
QUOTE
“My sons may not fit the mold, but
they fit perfectly in my heart.”
NEEDS
Information in Spanish to help her
identify if her son has a delay or
disability and what steps she
should take next.
23. Campaign Objectives:
What we are looking to achieve:
• Bring awareness to caregivers on the benefits of
Birth to Three programming.
• Educate on the referral process, eligibility and user
journey regarding Birth to Three services
• Increased referrals & evaluations
• Increased IFSPs (Individualized family service plans)
How will it be measured:
• Social media metrics
• Website traffic
• Caregiver pages & assets
• # Email signups
• # Form referral submissions
• # Evaluations
• # IFSPs
24. Awareness → Consideration → Decision → Resource Utilization → Promoter
Caregiver User Journey
Paid Ads
Website
CTA: Lead form
subscribe to
newsletter
CTA: Call 211
Email 1: What is
EI/CDW/B23?
Email 2:
Milestones based
on age &
enrichment
activities
Email 3:
Testimonial
Social / Emotional
Social Channels
Digital Marketing Content:
Blogs
Social Media Posts
Downloadable PDFs
Contact from
Regional
Programs
CTA: Submit your
video
Digital Marketing
Content that is
tailored to next
steps for someone
who is interested in
receiving support
Print Marketing
CTA: Form:
Complete Ages &
Stages
Questionnaire
Enrollment in
E.I programs/
initial
screening
25. Get Your Plan Down: Excel, Google Docs, Sheets, or AirTable
29. Budget
Nonprofits typically spend between 5 - 15%
of their total budget on marketing and
communications.
• Digital Marketing
• Website Development and
Maintenance
• Print Materials
• Advertising
• Software Tools
• Staffing
31. How We Can Help You - Learn More Here
Strategy
Start with a technology
audit and digital marketing
game-plan to accelerate
your growth and market
share within your sector.
Integration &
Migration
Build bridges and knock
down silos with simple and
painless CRM integrations
and migrations that are
seamless to your team.
E- Commerce
We deploy the transactional
services and software you
need to increase sales
across all your audience
touch points.
SEO and Content
Marketing
Build bridges and knock
down silos with simple and
painless CRM integrations
and migrations that are
seamless to your team.
HubSpot
Implementation
Ensure a smooth and
successful transition from
an alternative solution to
HubSpot, without all the
headaches.
Creative and
Branding
Make your brand stand out
from your competitors to
reach the right customers
with the right message.
Web and APP
Development
With our 20+ years of
experience, we know your
24/7 salesperson must be
beautiful, functional, and
optimized for your goals.
Sales
Enablement
We can help you close the
loop between your
marketing and sales
teams—and more desirable
deals.
Inbound
Marketing
We provide the complete
solution to increasing leads,
revenue, and brand
authority as a Platinum
Hubspot Partner
Social Media
Marketing
One of the most effective
ways to engage influencers,
customers and prospects to
drive brand awareness,
followers, and sales
Paid Media
TAPP makes your budget
go further with a targeted
approach to reaching your
buyer personas in search
and social.
Public Relations
Defining the right audience
and media channels to
build regional and national
brand recognition as well as
thought leadership.