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Online Marketing and 
Communications at Nonprofits: 
A (Very!) Brief Overview 
Steve Streicher 
New York Cares, Inc. 
9/23...
First Steps 
 Know your goals 
 So….what are they? 
 Know your audience? 
 So….who are they? 
Resource!! 
Brandraising...
Brandraising 
Source: www.bigducknyc.com
What’s next? 
 Creating content – no small challenge 
 Distributing content and extending its life 
 Measuring its effe...
Helpful Hints to Creating 
Content 
 Think of your audience and what attracts them – and 
remember, we’ve been content ma...
Google Trends
Distribution 
 Website 
 Blog 
 Email 
 Social Media 
Pro Tip!! 
Don’t forgot to think about device. 
MailChimp gives ...
Website 
 Use a CMS (probably) 
 Responsive design (if possible) 
 Make sure you set conversion goals 
Resources!! 
Res...
Blog 
 Make sure this is interesting to someone 
 Should have the human element and should follow the 
merits of good st...
SEO 
A few excellent places to get 
started: 
Moz.com – or specifically their 
learning page 
(http://moz.com/learn/seo). ...
Email 
 MUST consider mobile 
Source: EmailMonday.com
Email 
 Be ready for diminishing returns 
 Open rates are declining and declining 
 Think segment and interest as much ...
Social 
 No silver bullet; you will have to put in the time. 
Source: David Mihm, SEOmoz.com
Social 
 Goals are outrageously important with social. What do 
you want people to do? 
 What are your goals? 
 Donatio...
Measurement 
 You’ve gotta see if people are doing what you want 
them to do, right? If you have goals and the 
conversio...
And the full graphic…
Questions? 
 Ask me anything!
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Online Marketing and Communications at Nonprofits: A (Very!) Brief Overview

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A Presentation by Steve Streicher (@SteveStreicher), Director of Marketing & Communications at New York Cares (www.newyorkcares.org), New York City's largest volunteer management organization.

Tasked with discussing nonprofit communications in 45 minutes, this presentation gives a high level view of most nonprofits' online marketing and communications channels with an occasional deep dive into details with some resources, tips, and definitions.

Published in: Government & Nonprofit
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Online Marketing and Communications at Nonprofits: A (Very!) Brief Overview

  1. 1. Online Marketing and Communications at Nonprofits: A (Very!) Brief Overview Steve Streicher New York Cares, Inc. 9/23/14
  2. 2. First Steps  Know your goals  So….what are they?  Know your audience?  So….who are they? Resource!! Brandraising by Sarah Durham www.bigducknyc.com
  3. 3. Brandraising Source: www.bigducknyc.com
  4. 4. What’s next?  Creating content – no small challenge  Distributing content and extending its life  Measuring its effectiveness  Creating better content Definition!! From Wikipedia, content marketing is: The technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience in order to drive profitable customer action.
  5. 5. Helpful Hints to Creating Content  Think of your audience and what attracts them – and remember, we’ve been content marketing our whole life.  Read the news!  Check out what people are searching for Resource!! Google Trends www.google.com/trends
  6. 6. Google Trends
  7. 7. Distribution  Website  Blog  Email  Social Media Pro Tip!! Don’t forgot to think about device. MailChimp gives you free wireframing abilities and allows for viewing email on a variety of devices. www.mailchimp.com. Google Chrome also has this capability. Simply right click and “Inpsect Element.” Then click on mobile phone icon and select device.
  8. 8. Website  Use a CMS (probably)  Responsive design (if possible)  Make sure you set conversion goals Resources!! Responsive design frameworks are getting easier to implement. Bootstrap, created by the guys at Twitter, is about as easy as it gets. www.getbootstrap.com. For CMS, Wordpress and Drupal, which are free by the way, have easy-to-implement responsive themes.
  9. 9. Blog  Make sure this is interesting to someone  Should have the human element and should follow the merits of good storytelling  Or make sure it advances your SEO/SEM efforts Definition SEO is search engine optimization – the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. SEM is search engine marketing – a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising --- Google Adwords
  10. 10. SEO A few excellent places to get started: Moz.com – or specifically their learning page (http://moz.com/learn/seo). There’s also a free 30-day trial. Whole Whale – a fantastic blog post about the basics: http://wholewhale.com/seo-success-small- nonprofits/.
  11. 11. Email  MUST consider mobile Source: EmailMonday.com
  12. 12. Email  Be ready for diminishing returns  Open rates are declining and declining  Think segment and interest as much as possible. Do not blast your lists. Resources!! MailChimp – free email for up to 2000 subscribers Constant Contact – good nonprofit pricing and should always ask for it for free Vertical Response – can send even more if you are a nonprofit (10K range), but there is a charge per email above their limit.
  13. 13. Social  No silver bullet; you will have to put in the time. Source: David Mihm, SEOmoz.com
  14. 14. Social  Goals are outrageously important with social. What do you want people to do?  What are your goals?  Donations, sign ups, volunteers, awareness, advocacy?  Impressions, clicks, likes, shares? Tip On social, make sure to send people to landing pages….always! What are landing pages? They are pages meant to convert.
  15. 15. Measurement  You’ve gotta see if people are doing what you want them to do, right? If you have goals and the conversions down, then there are a lot of tools to work with.  Google Analytics – web traffic  Optimizely – landing pages  Hootsuite, Sumall, Followerwonk – social media
  16. 16. And the full graphic…
  17. 17. Questions?  Ask me anything!

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