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Presented by: Allan Pressel, CEO/founder PowerSite123 877-456-3210 www.PowerSite123.com [email protected]
Top 15 Strategic Mistakes Nonprofits Make
Meals On Wheels America
8/8/17
1. Run your nonprofit as a for-profit
6. Realize that you are competing for: • Donations
• Grants
• Event attendees
• Volunteers
• Investment donations
• Corporate sponsorships
• Planned gifts
• Capital gifts
1. Only difference is taxes 2. Invest in growth 3. Streamline decision-
making process 4. Free is not always best 5. Make everyone
accountable for results • Board members • Management • Staff • Volunteers
2. Get people to find you online
Inbound marketing • Goals
• Maximize inbound, online leads • Maximize lead quality • Maximize conversion rate
• Techniques • Search engine optimization (SEO) • Search engine marketing (SEM) • Pay-per-click (PPC) • Blogging • Content creation • E-newsletters • Articles • Social media • Website
3. Measure outcomes
1. Set goals • # clients served • $ raised • # event attendees • # website visitors • # email list subscribers • # Twitter followers • # Facebook likes • # referrals • etc.
2. Set targets for each goal 3. Measure baseline 4. Develop strategies/tactics to meet each goal 5. Measure actual results 6. Analyze shortfalls
4. Attract board members beyond your inner circle, and hold them accountable
1. Recruit online 2. Use LinkedIn, other social media connections 3. Use board recruiters 4. Give and Get 5. Hold some board meetings via webinar 6. Each board member must sign up for (or get assigned)
specific tasks/outcomes
5. Pay for performance
1. Give people specific, attainable, measureable objectives 2. Tie compensation (financial and otherwise) to performance 3. Measure 4. This applies to:
• Management • Staff • Consultants • Board • Volunteers
1. Gratitude • Donor thank-you video
2. Feeling like they’re making a difference • Living homes video
“Donors want to support organizations that achieve
strong results.” (national study of 15,000 donors)
6. Understand what makes donors give
Private Internet Consultation I’d like to offer each of you a free private Internet consultation
One hour Consultation includes:
Assessment of your site/social media/SEO/marketing
Recommendations
How to easily implement all recommendations
In person or by webinar Include anyone you want (e.g., CEO/ED, board, etc.) In one location or several I’ll contact you soon to schedule the consultation Register at: www.powersite123.com/pic
1. Email 2. Social media 3. Chat 4. Texting/SMS 5. Instant messaging 6. Skype, FaceTime 7. Webinar 8. Podcast 9. Interactive website/training
7. Deliver some services online
8. Expand geographically
1. Use webinars, Skype, and Internet to broaden reach beyond your immediate area
9. Encourage feedback (even critical feedback)
1. Feedback cards 2. QR codes 3. Email 4. Surveys, polls, questionnaires 5. Website, social media 6. Respond to person giving feedback AND community at large 7. Closed loop
10. Consider internal costs
1. Staff time, salary, benefits 2. Opportunity costs
11. View marketing $ as an investment
1. Positive ROI (ideally within one year)
12. Consider M&A, partnerships
1. Don’t reinvent the wheel 2. Learn from others’ mistakes 3. Capitalize on others’ strengths 4. Strive for a whole that is greater than the sum of its parts 5. Most nonprofits have other nonprofits that are: • Doing exactly or almost exactly the same thing • Doing complementary things • Serving the same clients (but with different services) • Serving a similar geographic area as other similar nonprofits
13. Cross-sell
1. Volunteers may want to donate 2. Etc.
1. Customize content (and functionality) 2. Email signup – interest areas 3. Customized enewsletters, email blasts,
solicitations 4. If I gave you $500 last year don’t ask me for
$50 this year 5. Wealth research, prospect screening
14. Customize your relationships
15. Understand what you want and ask for it
