Power Tools for Nonprofits - 2010
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The document discusses interactive marketing strategies for nonprofit causes. It recommends identifying supporters on social media and other online platforms, encouraging staff and their networks to promote the cause, and engaging audiences through sharing content and videos. The goal is to expand awareness and support through word-of-mouth and crowdfunding efforts by leveraging the nonprofit's 501(c)(3) tax status.
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Power Tools for Nonprofits - 2010
- 1. Interactive Marketing for Your Cause the Neighborhood Centers Inc. experience…
- 3. Content strategy • Where are your peeps? Quantcast.com • Always remember - Everything is an experiment. • Bridge website, social media, emails, print campaigns • The listening…oh, the listening! • But the bottom line is…
- 4. “The 3° of supporters” • Staff turns into • Staff’s friends and family turn into • Friends of friends that have no obligation and free will! The sweet spot! The golden egg! The Pièce de résistance!
- 5. Staff starts the cycle • Ask! (a lot) & Communicate expectations – Onboarding presentation & board seminar – Social Networking ‘business’ cards – Credit for their efforts – Policies that are straightforward and welcoming of sharing
- 6. Our First Step: Listening • Using tools to find conversations
- 7. Step 2: Share, share, share.
- 9. Step 3: Engaging the audience
- 10. Step 3: Engaging the audience
- 11. • http://www.youtube.com/watch?v=jO2wVdDn4 • Hip hop • http://www.youtube.com/watch?v=GU8VcP8A • thriller
- 12. Taking advantage of our 501(c)(Free) status… You r han tens dout of th is wo ousa r th dolla nds rs! of
- 14. Where we go from here • More incentivized crowd-sourcing • Create more “online ambassadors” for our cause • Micro-fundraising campaigns
Editor's Notes
- Challenges – 103 years – no in-house marketing Sooooo many programs bring diverse interests! No online presence other than a website that was built for an internal audience Not a well-known nonprofit to the average Houston resident
- Most people think of social networking as a way to make more fans. In our case it was also about describing who we are to a city. Neighborhood Centers is a large human services agency that provides opportunities for all residents who are willing to work for a better life. We operate 6 neighborhood centers within Greater Houston as well as countless schools and other service locations. We have multiple logos, names and locations – which opens up a world of potential supporters for us. Whether your passion is to support disaster recovery, children, seniors or families – or maybe you have a thing for ‘full service-one-stop-shop’ nonprofits, we have you covered! But this also poses a challenge – how do we make sure that everyone realizes that’s us? So just as important as creating a strategic social network to make new friends was to create a brand umbrella so to speak that would reinforce who we are no matter where you went on the web. UNIFY STREAMLINE TAKE ALL PIECES AND PUT THEM TOGETHER NOT JUST ABOUT MAKING FRIENDS BUT ABOUT BUILDING ENGAGED SUPPORTERS
- Spent months working on a strategy, deconstructing all sites, popular and not so popular. Listen and joined sites with personal account first, get acclimated. Built a small following at first, but made sure and created a substantial profile before ‘friending’ and inviting others to join so there is a credible account already established for them to want to join. WATCH AND FEEL WHERE WE FIT IN
- So here’s that listening thing again… Using tools to find conversations out there online – twitter, news articles, blogs – we were able to find people with common interests, local socialites and activists and become friends online. BEYOND THE BOX NPO LOOKING TO RAISE COMMUNITY AWARENESS
- We are in the fortunate position to work with so many other local Houston nonprofits. Thereby, we have shared and retweeted and reposted other nonprofits work. Just because you’re a charity yourself doesn’t mean you shouldn’t follow the same principals as corporations do in regards to showing your charitable/humanitarian side. To me this was the easiest and best way to make ourselves transparent, open and honest. I’ve learned from the best that even though an account may not be named after an entity and not a person, it still needs to feel personable. SELF-SERVING Very important – If someone reposts something about us that I have posted, I ALWAYS try to thank them publicly right back, I think each retweet is valuable and I want them to know that.
- ENGAGING THROUGH CROWD-SOURCING Asking questions and prompting interaction Photo contest with donations
- ENGAGING THROUGH MEDIA Regular posting of video clips and photos that give insight to the org that you wouldn’t see elsewhere Thriller video – hits on subject matter highly visited on Youtube Hip Hop – showcases the talent our members have, encourages new members and funds to keep this program going