Nonprofits need to develop a strategy that can be replicated to attract donors, volunteers, and community leaders. This presentation was presented as a nonprofit roundtable for the Coastal Carolina Community College Small Business Center in Jacksonville, NC.

1. Facilitated by Chisa D. Pennix-Brown, MBA
STRATEGIC MARKETING
FOR NONPROFITS

2. Welcome & Agenda
• Please turn phones to silent or vibrate
• Ask questions
• Facilitator & Introductions
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3. Strategy
A strategy is a plan of action
designed to achieve an
objective. Strategies tell
you how you’re going to get
there, the overall direction you
are going to take.

4. Mission

5. Acquiring New Donors 53%
Engaging Our Community 49%
General Brand Awareness 40%
Retaining Current Donors 30%
Top Goals

6. Building Your Nonprofit
Marketing Strategy

8. Social Media
computer-mediated tools
that allow people to create,
share or exchange
information, ideas, and
pictures/videos in virtual
communities and networks.

9. Facebook
• Fan Page (BUSINESS)
• Likes
• Most similar to a website
• Collect emails
• Connect with customers
• List events

10. Twitter• Microblogging
• Connect worldwide
• Create lists
• Follow Influencers
• See what’s trending
• Fast Paced

11. Instagram• Picture based platform
• Must use on your phone
• Younger Demographic
• Visually attractive
• Use hashtags
• Great for products &
brands

12. Pinterest• Photo Based Platform
• Great Referrer of Traffic
• Integrates into Selling
• Primarily Women
• Use websites and post
relevant content

13. YouTube• Video Platform
• Information based
• Use to familiarize people
with your brand and
processes
• Integrate into your website

14. Periscope• Video Platform
• Immediate response
• Only used on cell phone
• Build an Audience
• Integrate into new
marketing efforts

15. Email Client
• MailChimp.com
• Use it to connect
• Share campaigns on Social
Media
• Track emails

16. Choose Your Apps
• IFTTT.com
• Hootsuite.com
• Buffer.com
• PageModo.com

17. Action Plan

18. Distribution
How does your
MESSAGE
get to the
TARGET?

19. Sample Strategy
Create a message the 5 W’s in place
Who? What? Where? When? Why?
Create a press release
1 page, include links, contact information
Make it a PDF [www.PRLog.com]
Use this same message to put information on event
List on Eventbrite
Customize Your Link
List on Facebook
Invite people on Facebook
Add in others as event administrators
Create Shortlinks for easy sharing
Link Shortner [www.Bit.ly]
1

20. Sample Strategy
Create a List of influencers to send message to
Chamber of Commerce(s)
Business Groups
Create physical handouts and select prime locations
Where is your target audience?
Include phone numbers (Google Voice)
Take Photo & Keep in your phone
Share your links on social media outlets
Linkedin Posts and Groups
Send Individual Messages
Write about the event on your blog/website
Have members share the event
Give each event a hashtag [#]
2

21. Sample Strategy
Create a video using photos to indicate target
Periscope/Vimeo / YouTube /Animoto
Share (links or embed) in your emails
Create messages that tell people WHY?
Age, Gender, Income, Issue
Ask questions that will lead target
Provide accurate goals of the event
Engage your target audience
Use photos
Use sponsor logos & descriptions
Send Weekly/Daily updates
Ask for donations
Provide opportunities for newsletter signup
Ask for follows on social media
Tell people to share the campaign
Connect with the media
3

22. Measure Results
•Number of Fans
•Monetary Donations
•Quantity of Donors
•Board Members
•Online Donations
•Attendees
•Memberships
•New Followers
•Annual Revenues
•Email/Newsletter Opens

23. SHOW UP &
SHOW OUT
MOMENT!
Chisa D. Pennix-Brown, MBA
Follow me @LadyBizness
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