Essentials of Non-Profit Marketing

Introduction

Hashtag#NPcontent

ScheduleIntroductions: Main Content: Wrap Up: Questions / Answers:*

5 Min. 30 Min.

5 Min. 10 Min.

*Submit Questions via Chat Window

Who’s In Attendance?

Twitter Names:

@Blackbaud @FusionSpark @CMIContent

Presenters

Russell Sparkman CEO, FusionSpark Media

Kevin Sparkman VP, FusionSpark Media

Frank Barry Program Manager Blackbaud

Kim Barnes Producer, FusionSpark Media

Moderator

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FusionSpark Nonprofit Clients

FusionSpark Nonprofit Clients

Content Marketing

What Is Content Marketing?

Why Is It Important?

Content marketing is an approach to creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of building community, driving support and actions.

Nonprofits of all sizes are competing for attention and financial support. Strategic, engaging content can put an organization at the center of the digital universe for its area of focus to achieve nonprofit goals.

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Content Strategy

Nonprofits & Content Marketing

92% Percent of Nonprofits reported that they do content marketing.

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25% Percent of Nonprofits who do content marketing, and have a written content strategy.

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52%of Nonprofit professionals with a written content strategy rate themselves as highly effective.

14%of Nonprofit professionals without a written content strategy rate themselves as highly effective.


Being effective or not at Nonprofit Content Marketing

depends upon having a written content strategy.

(BTW, also true of B2B and B2C content marketing.)


Why is that?

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The Same, Few Media Outlets for Decades

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Then along came the Internet ...

(First person to tell us Month and Year of Netscape Navigator launch will get a Starbuck’s Gift Card!)

Introduction

Introduction

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The Good News ... Nonprofits have unprecedented opportunities to tell their own story, to engage with constituents and to drive conversions.

But, it comes with a dose of reality ...


Essentials focused upon are:

• A Written Content Strategy

• Marketing Technology Tactics

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Written Content Strategy

"If you don't know where you are going, you will wind up somewhere else."

~ Yogi Berra, NY Yankees Manager

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"Without strategy, content is just stuff."

~ Arjun Basu, VP of Content Strategy, Spafax

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Problems Addressed by a Written Content Strategy:

• Not Knowing Where or How to Start

• Lack of Guidance, as in Specific Organizational Goals

• Too Many Experts, i.e. Too Many Chefs in the Kitchen

• Not Enough Time to Get It All Done

• Generational and /or Experience Gaps

• No Funding for Content

• Not Knowing What To Measure, Having a Plan to Measure

• Not Knowing How To Structure Roles & Responsibilities


Essentials of a Well-Written Content Strategy:• Budget the Plan, Plan the Budget • Perform a Content Audit • Include All Stakeholders (Directors, Staff, Board) • Research and Listen to Interests of Target Audiences • Define Calls to Action, Align Content with Actions • Plan Content Not for Content’s Sake, But For Outcomes • Define Editorial Tone • Define Editorial Calendar • Identify KPIs to Measure, Report and Adjust • Specify Marketing Technology Requirements • Capture Ideas For Later Implementation !

!

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Great Websites are Table Stakes It’s your digital storefront. The first impression.

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98% of GenY and 86% of GenX use a mobile as their only phone and 62% / 47% would give a donation to a nonprofit on a mobile device.

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Mobile, mobile, mobile ... You might even be watching this webinar on your tablet!

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Mobile, mobile, mobile ...98% of GenY and 86% of GenX use a mobile as their only phone and 62% / 47% would give a donation to a nonprofit on a mobile device.

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Landing Pages = Secret Weapon Delivering a personalized and tailored experience.

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• Branded + Personalized !

• Info capture !

• Custom ask amounts / giving levels, monthly and honor giving !

• Social proof !

• Tailored confirmation (web page + email) !

• Segmentation & Triggers

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Email is Still King But “batch and blast” is a thing of the past.

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Engage Thoughtfully from Day 1

Relevance Curve

0%

10%

20%

30%

40%

50%

60%

1 month 2 to 3months

4 to 6months

7 to 12months

Year 2 Year 3

Time on Housefile

Em

ail O

pen

Rat

e

Org #1Org #2Org #3

The honeymoon period to engage new subscribers is greatest in the first 45-60 days.

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Put Out the Welcome Mat

• Automated !

• Targeted !

• Multi-part !

• Trigger based

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Action +7 Days

Action +14 Days

Action +21 Days

Thank you & Orientation

Ask for support/ value-proposition Get involved &

update profile

The Anatomy of a Welcome Series

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Takeaways!

• Great Website + Mobile Ready

• Landing Pages + Smart Donation Forms

• Automated Email Welcome Series

* * None of this works well without a great content marketing strategy.

Wrapping It Up

Thank You for Attending!In follow up, you’ll receive:!

• Link to the recorded webinar • A link to this slide deck on Slideshare • Links to relevant blog posts • Several book recommendations !

As well as ... • An invitation to schedule a 30 minute

consultation with FusionSpark Media

Questions & Answers

Your Questions!

Documents

Essentials of Non-Profit Marketing