Building a Marketing Plan(tied to revenue & measurable objectives)

Agenda

• Why build a marketing plan?• Dissecting a Marketing Plan

– Goals– Objectives– KPIs– Tactics

• Exercise: Build Your Own Marketing Plan

Nonprofit Landscape

FACT: All nonprofits compete with each other.

When it’s competitive, you need to be willing to test new things and leverage new

technology.

You also need to be able to measure results.

Did You Know?

65% of adults sleep with a phone next to them; 88% have a phone; only 16% of nonprofits plan to make their site

mobile

Do you have a plan for addressing mobile?

Did You Know?

73% of nonprofits allocate 80+ hours/month to social management; 46% of nonprofits use Facebook to

fundraise

Nonprofits spend an average of $3.50 to acquire a Facebook fan, & $2.05 per new Twitter follower

Can you measure your return on social?

We all know…

Technology can be OVERWHELMING.

And there’s only so muchtime in a day…

How do you handle it all?

You need to be accountable to a plan.

The top 3 factors for nonprofit success: 1. Strategy2. Prioritization3. Dedicated staff

Are you focused on tasks that will provide the greatest impact to your organization? Do you have the right people assigned to the right tasks?

Dissecting a Marketing Plan

Prioritization

Strategy

Dedicated Staff

Goals & Objectives

• What’s the difference?– Goals are broader outcomes you want to achieve

• “What does your organization hope to accomplish?”

– Objectives are more specific, measurable outcomes• “How will your organization accomplish your goals?”

• Example:– Goal: Provide food for hungry children.– Objective: Increase food donations by 10% in 2013.

Goals

• Examples:– Educate the public about a cause– Increase volunteer participation– Increase Online Donations– Establish relationships with new potential sponsors– Expand from local to national reach– Increase online visibility

Objectives

• Examples:– Increase registrations from Facebook fans by 30%– Increase event form completions by 40%– Increase referral traffic from social media sites by 50%– Increase PPC clicks from local campaigns by 60%– Secure $20,000 in Gold-level sponsorships– Secure 5 sponsorships from new partners

KPIs

• Examples:– Phone calls– Website Visits (organic, referring, direct, paid)– Conversion rate– Bounce rate– Sales / Transactions– Whitepaper downloads– Form completions– Social media referrals– Social media conversions– Engagements metrics (shares, likes, etc.)– Time on site– Customer Support Requests– Positive Reviews– Shopping cart abandonment– Keyword Rankings

KPI Measurement

• Keyword Tracking (rankings, visits, conversions)• Google Analytics

– Social Media Conversions

• Tracks how many forms came from people who visited a social site first – Last Interaction vs. Assisted

– Event tracking

• Tracks how many people clicked on links (video links, page links, blog links)

– Goal tracking

• Tracks how many people filled out a form

KPI Measurement

• Call Tracking (changes phone number based on source of visitor)• Google Adwords

– Conversion tracking, Click Through Rate, Conversion Rate, Click-to-Calls

Tactics

• Examples:– Host a webinar or a series of informational videos– Design an infographic– Write a white paper– Inspire user-generated content & let others create the

content for you!– Set up conversion tracking code in Google AdWords– Create & Embed a video on one of your top landing pages – Build Local Pages & Optimize Site for Local terms

Breakout Groups

• 10 minutes – Create Your Own Mini-Marketing Plan– 1 goal, 1 objective, 2 KPIs & 5 Tactics

• Break into teams & discuss mini marketing plans

Resource / Timeline Tips

• Weekly Priority Meeting• Assign most time to tactics that have most

impact• Keep Deadlines Realistic• Consider PM tools like Basecamp / Trello• Monthly Meeting to Review KPIs• Meet Quarterly to Review Marketing Plan

Progress– What worked & what didn’t– What’s driving the best results?

Key Takeaways

• Create a tangible marketing plan

• Choose measurable objectives• Be SUPER focused • Hold teams accountable• Small changes go a long way