Reaching your target audience in a noisy, technology-driven world. This presentation was prepared for Lunch & Learn programs hosted by Quality Enhancement for Nonprofit Organizations (QENO) at the University of North Carolina Wilmington.

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Reaching your target audience in a noisy, technology-driven
world.
Presented by, Jenna Curry
Director of Marketing, Little Wing Marketing
FOR A COPY OF SLIDES VISIT:WWW.JENNACURRY.COM
Telling
Your
Non-Profit’s
Story

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About Me
Director of Marketing,
Little Wing Marketing
jenna@littlewingmarketing.com
BLOG: abetteruserexperience.com
twitter: @jennacurry
Port CityYoung Professionals Networking Group
Founder and Administrator
portcityyoungprofessionals.com
facebook.com/portcityyoungprofessionals
twitter: @pcyp
Good FriendsWilmington
Board of Directors, Past Luncheon Chair
UNCW Alumni Association
Board of Directors
UNCW Communication Studies Alumni Chapter
President

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Today’s Agenda
n The Non-Profit Audience
n TellingYour Story
n Intro to Web 2.0.
n SharingYour Story
n Tracking & Iterating
n Tool Box
n Additional Resources
n Questions

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Why tell stories?
n Answer questions
n Build trust
n Connect your readers to actual
people that are impacted by
your mission
n Cut through the noise
n Emotional appeal
n Social Proof
n Stories are worth sharing
n Contribute to the community
n Become part of the conversation
n To be more interesting
n To be more engaging

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What is your non-profit’s story?
Old
-Historic Accomplishments
-Past Experiences
-Most Recent Happenings
New
-Strategic Plans
-Long-Range Plans
-Upcoming Events
Borrowed
-Organizational Comparison
-External Facts & Figures
-Peripheral Impact
Blue
-Emotionally Moving
-Human/Humane Elements
-Tear-Jerker
-Controversy
Find stories throughout your organization.

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Who is doing it right?
Source: heifer.org
vs

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Who is doing it right?
Source: EmpowerGeneration.org

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Who do we tell stories about?
n Communities/individuals
you serve
n Board Members
n Employees
n Volunteers
n Past, Present & Future
Donors
n People on the front lines of
your work
n Fans who will champion your
work
n People with credibility who
can attest to the quality of
what you do

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Who is doing it right?
Source: Heifer.org

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Who is doing it right?
Source: charitywater.org

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Who is doing it right?
Source: Heifer.org

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Types of stories
n Articles
n Endorsements
n Interviews
n Video Interviews
n Info-graphics
n Podcasts
n Photos
Source: heart.org

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Who is doing it right?
Source: EmpowerGeneration.org
vs

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Who is doing it right?
Source: socialmediathon.orgSource: EmpowerGeneration.org

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Who is doing it right?
Source: waterislife.com
#firstworldproblems

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What makes a good story?
Due that that
occurrence, they are
now going to live in a
different way.
Interesting
or
significant
event
happens
Person was going
along doing
something…
4 C's of Storytelling
n Character
n Connection
n Conflict
n Conquest

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What makes a good story?
n Created with SMART goals in mind
n Speaks the audience’s language
n Targeted message to each market segment
n Includes compelling images
n Clear and direct message
n Creates urgency for the cause or need
n Helps you visualize what a donation can do
n Evokes a change or action

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Storytelling Process Development
Identify
Stories
Gather
Stories
Share
Stories
Internally
Track &
Improve
Set SMART Goals
Define
Audience

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Who is doing it right?
Source: amnestyinternational.org Source: unicef.org

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8 Goals for Content Marketing
n Fundraising
n Brand Awareness
n Engagement
n Supporter Loyalty
n Website Traffic
n Client/Constituent Acquisition
n Volunteer Recruitment
n Advocacy

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What is Web 2.0?
Culture, Community, Collaboration

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Getting your non-profits stories out
to your audience
n Online
n SEO/organic search results
n Website/Blog/RSS
n Social Media
n Email Newsletters
Source: kintera.org

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Blog
n Wordpress: Pages vs Posts
n Social Sharing
n Editorial Calendar

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Social Media
n Facebook,Twitter, LinkedIn, Google+, Instagram, Pinterest
n It’s about relationships
n Where is your target market?
n Context is King
n Are people SHARING your content?
n “Jab Jab Jab Jab, RIGHT HOOK”
n Contribute to the community
n 20% Rule

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Who is doing it right?

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Who is doing it right?

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Who is doing it right on Instagram?

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Who is doing it right on Facebook?

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Email Marketing
n MailChimp, Constant Contact, iContact, etc.
n Segmented lists for each target audience
n Test Headlines
n Mobile-ready
n Always have a CTA

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Tracking & Iterating: Google
Analytics

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Tracking & Iterating: Google
Analytics
n Where are your visitors coming from?
n What keywords are they searching for?
n How long are they staying on the site?
n Which pages are they spending the most time on?
n Goal Tracking
n Event Tracking

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Tracking & Iterating: Facebook
Insights

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Tracking & Iterating: User Testing
n Surveys
n Eye Tracking Tools
n A/B Testing tools
n Design Evaluation Tools
*Prove vs Improve

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FREE Tools
n Website Tools
n Wordpress
n YOAST SEO plugin
n Shareaholic
n Social Media Tools
n Likealyzer
n Hootsuite
n Email Tools
n MailChimp
n Video Tools
n YouTube for Non Profits
n Your Smart Phone
n Vine & Instagram Video
n Cycloramic
n Survey Tools
n Survey Monkey
n Tracking/Analytics Tools
n Google Analytics
n Bit.ly
n Facebook Insights
n Photo/Editing
n PicMonkey
n Sumopaint
n Creative Commons
n All-Free-Download
n User Testing
n 5 Second Test
n Clicktale
n Content Creation Tools
Editorial Calendar Template
Hubspots Blog Topic Generator

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Additional Resources
n Jab Jab Jab Right Hook by Gary Vaynerchuk
n Lean Analytics by Croll &Yoskovitz
n A Better User Experience Blog
n Network for Good
n Hubspot for Non Profits
n Techsoup.org
n 112 Non Profit Blog Blog Posts, Articles & Stories from 2013
You Can’t Miss

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Questions?
Jenna Curry
Director of Marketing
Little Wing Marketing
jenna@littlewingmarketing.com
(828) 719-9916
abetteruserexperience.com
Twitter: @jennacurry
FOR A COPY OF SLIDES VISIT:WWW.JENNACURRY.COM