Content Marketing and Digital Activism

With an emphasis on Nonprofits

Laura Lover 8/22/2016

Non Profits & Online Presence

Social Media and digital marketing are integral tools for non-profits to build awareness and market their cause that can be low to no-cost.

The amount of money a non profit invests in social media varies greatly from institution to institution. Some use in-house marketing and graphic design teams, others rely on volunteers, to varying degrees of success. In many ways social media democratizes digital marketing because everyone uses the same format, but it is up to the

organization to build their own brand and maximize their presence.

What does budget look like?

Is Social Media the Cure-all for Cash-strapped Non profits?

What are the real costs? -staff time-training-paid ads-developing new

platforms

*It is important to have an understanding of your audience and how digital marketing functions.

Does it work?

Know your platform and your audience!

Turning “Likes” Into Action

“Slactivism” BacklashThe idea that people “like” causes they

see online, but do not follow up.

Frequently associated with social media marketing efforts for organizations, but

also personal causes.

Digital Activism + Icebucket Challenge

According to the national chapter of the ALS Association, the challenge brought in $115 million.

Participants also donated an additional $13 million to regional branches.

In 2013, the ALSA only brought in $23.5 million.

Time.com

2014 Cone Communications Digital Activism Study

After “liking” a cause or organization, Six in ten Americans will continue to engage with an organization.

Of those who made a donation in the last 12 months, more people gave online (27%) than regular mail (23%).

What does engagement mean?

How do you get the engagement you want?

Considering Different Target Markets

Classy.org Case Study

Classy was founded in 2006. It is the world’s fastest growing online and mobile fundraising platform .

Works with 2,500+ nonprofits and social enterprises.

They have raised hundreds of millions of dollars. Based in San Diego, CA, Classy is a team of more

than 80 and is backed by 35 investors.For non-profits, the major goal for marketing is fundraising.

While organizations do not make profits, they do require funds to maintain operations and further their mission.

Conclusions

Digital Media has the power to affect change!

It is up to non profits to maximize their online potential.

Questions:

1. What do you think makes for a successful nonprofit digital presence?

2. How are non profit content marketing efforts similar / different from for-profit efforts?

Resources: http://www.conecomm.com/2014-cone-communications-digital-activism-study-pdf

https://www.classy.org/online-fundraising-company

www.time.com