Marketing for NGOs, Social Enterprises and Nonprofit companies


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Integrated Marketing Strategies for NGOs, Social Enterprises and Nonprofit companies.

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Marketing for NGOs, Social Enterprises and Nonprofit companies

  1. 1. Marketing for NGOs and Social Enterprises Tatyana Kanzaveli CEO, Global Learning Foundation @glfceo
  2. 2. Marketing: Overview Inbound Outbound PPC Direct Mail SEO E-mail marketing Telemarketing Social Media Other Trade Shows BlogsIntegrated marketing strategy is a key to success @glfceo All rights reserved 2012 2
  3. 3. Communication: yesterday and today From To Channel Network Mass Consumption Universal participation Institutional mediation Social mediation Content scarcity Content abundance Attention abundance Attention scarcity Asynchronous Real-time Virtual Reality Integrated Reality @glfceo All rights reserved 2012 3
  4. 4. General Mobile BE WHERE YOUR TARGET AUDIENCE ISSocial Media Video @glfceo All rights reserved 2012 4 Source:
  5. 5. How about costs? @glfceo All rights reserved 2012 5 Source: HubSpot
  6. 6. The PowerThe viral video, which one of the boys reportedly posted on Facebook,has caught the attention of scores of people whove pledged more than$500,000 @glfceo All rights reserved 2012 6
  7. 7. Social Media: Tactics• Listen• Be Real, Authentic• Pay It Forward• Respond• Communicate• Recognize and Acknowledge• Use tools and learn! @glfceo All rights reserved 2012 7
  8. 8. Twitter Example: Red Cross @glfceo All rights reserved 2012 8
  9. 9. Twitter Example: Red Cross @glfceo All rights reserved 2012 9
  10. 10. FB Example: Red Cross @glfceo All rights reserved 2012 10
  11. 11. FB Example: Red Cross @glfceo All rights reserved 2012 11
  12. 12. Platform: Causes Integrated with FB For Donors: The Causes application prompts individuals to create grassroots communities or “causes” in support of specific issues or non-profit organizations and then invite their Facebook friends to join them in their efforts. For Non-profits: Non-profits can use Causes to build communities of supporters, run fundraising campaigns, distribute petitions and build a volunteer base for free. In order to accept donations through Causes, a non-profit must be a 501(c)3 that is also registered with GuideStar. Non-profits still must pay the 4.75% processing fee @glfceo All rights reserved 2012 12 via Network for Good.
  13. 13. Platform: Crowdrise For Donors: In addition to starting a fundraising campaign, giving to one, volunteering or interacting within Crowdrise, you can accumulate points for your activities. You’ll earn 10 points for every dollar raised or donated and double points for giving to a featured charity. Top point winners get prizes such as electronics, clothing and giftcards. For Non-profits: Non-profits can benefit from Crowdrise’s turn-key solution meant to complement their existing fundraising and volunteer activities. Basic accounts are free, and there is a $299/year cost for a Featured Account. Crowdrise deducts 5% on donations made through their site with a $1 transaction fee for donations under $25 or a $2.50 transaction fee for donations of $25 and up.@glfceo All rights reserved 2012 13
  14. 14. Content• Creating – Articles – Tweets – Visuals: photos, videos• Curating – Locating top news in your industry; – Tweets from your ecosystem; – etc @glfceo All rights reserved 2012 14
  15. 15. LessonsMatt Flannery [Kiva, CEO]:“Social Media is a lot like a cocktail party. You don’t walk around saying ‘Likeme, like me.’ You act with courtesy, ask questions, say thoughtful things —and then people will like you.”“We challenged our users to invite other users to “try Kiva for free” throughFacebook, Twitter and other channels. We created excitement with limited,free trial availability and offered Kiva t-shirts to those that successfullyinvited five or more friends. The results blew my mind. In less than 24 hours,our users convinced about 8,000 people to come on our site for the firsttime and make loans to borrowers in need all over the world. For some Web2.0 businesses, 8,000 may not seem like a huge number. But for aphilanthropic organization, processing actual transactions, this is a staggeringnumber in 24 hours. Through the experience, we learned a lot about whatmotivates users in social media — personal achievement, rewards, scarcityand urgency. We hope to build these ideas into new user engagementproducts in the year ahead.” @glfceo All rights reserved 2012 15
  16. 16. Time Management• Monitoring/Listening• Content Creation/Curation• Responding/Communicating @glfceo All rights reserved 2012 16
  17. 17. Important• Results: talk, share photos, videos..• Clear mission: stated and described everywhere• Setting up multiple accounts: one for ops and another one: 100% to a cause• Honesty: problems? issues? – communicate• Learn from other non-profits, but also from for profits entrepreneurial organizations @glfceo All rights reserved 2012 17
  18. 18. Fundraising: Simple Rules• Storytelling• Tight timeline• Ask for little from many• Always report outcomes/progress• Fundraising is not a campaign: continuing engagement• Recognize people for their contributions @glfceo All rights reserved 2012 18
  19. 19. Thank You!Questions? – @glfceo