Marketing for NGOs, Social Enterprises and Nonprofit companies

Tatyana Kanzaveli CEO, Global Learning Foundation

@glfceo tkanzaveli@gmail.com

Marketing for NGOs and Social Enterprises

Marketing: Overview

Inbound Outbound

PPC SEO Social Media Blogs

Direct Mail Telemarketing Trade Shows

E-mail marketing Other

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Communication: yesterday and today

From Channel Mass Consumption Institutional mediation Content scarcity Attention abundance Asynchronous Virtual Reality

To Network Universal participation Social mediation Content abundance Attention scarcity Real-time Integrated Reality

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General Mobile

Social Media Video

Source: http://www.techcress.com

BE WHERE YOUR TARGET AUDIENCE IS

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How about costs?

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The Power

The viral video, which one of the boys reportedly posted on Facebook, has caught the attention of scores of people who've pledged more than $500,000

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Social Media: Tactics

• Listen

• Be Real, Authentic

• Pay It Forward

• Respond

• Communicate

• Recognize and Acknowledge

• Use tools and learn!

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Twitter Example: Red Cross

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Twitter Example: Red Cross

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FB Example: Red Cross

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FB Example: Red Cross

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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 via Network for Good.

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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

Content

• Creating

– Articles

– Tweets

– Visuals: photos, videos

• Curating

– Locating top news in your industry;

– Tweets from your ecosystem;

– etc

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Lessons Matt Flannery [Kiva, CEO]: “Social Media is a lot like a cocktail party. You don’t walk around saying ‘Like me, 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” through Facebook, Twitter and other channels. We created excitement with limited, free trial availability and offered Kiva t-shirts to those that successfully invited 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 first time and make loans to borrowers in need all over the world. For some Web 2.0 businesses, 8,000 may not seem like a huge number. But for a philanthropic organization, processing actual transactions, this is a staggering number in 24 hours. Through the experience, we learned a lot about what motivates users in social media — personal achievement, rewards, scarcity and urgency. We hope to build these ideas into new user engagement products in the year ahead.”

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Time Management

• Monitoring/Listening

• Content Creation/Curation

• Responding/Communicating

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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

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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

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Thank You!

Questions? – tkanzaveli@gmail.com @glfceo