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Marketing for Nonprofits: Presentation to the Association of Fundraising Professionals (Nashville) by Amy Atkinson Communications
The document discusses marketing strategies for nonprofits, focusing on challenges, tools, and best practices. It emphasizes the importance of understanding target audiences, setting clear goals, and utilizing effective content marketing tactics. Additionally, it highlights common mistakes made by nonprofits and offers recommendations for improving marketing efforts.
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Marketing for Nonprofits: Presentation to the Association of Fundraising Professionals (Nashville) by Amy Atkinson Communications
- 1. Marketing for Nonprofits 1 July25, 2014 Presentation to Association of Fundraising Professionals Nashville Chapter
- 2. Discussion Today • BRIEFMarketing Overview • Marketing Challenges & Mistakes • Establishing Priorities for Your Plan – Branding – Awareness – Education – Fundraising • Marketing Tips for Efficiency & Effectiveness 2
- 3. Marketing & PRToday The Good Part • You can distribute your own news • Less expensive to capture photos and video • More control of your message • Equipment to distribute news is less expensive • Numerous channels through with to distribute your message • Don’t have to depend on just a few news outlets and reporters The Challenges • Everyone can distribute news about you • It seems everyone can capture images of your product/service (good/bad) • Less control of message. • Not just news and PR teams have “PR teams” now • Lots of noise and clutter to “break through” and be heard • Now, everyone is a reporter! 3
- 4. Even With NewTools, Some Things Remain • Goal • Target Market • Content – Message • Tactics – Calendar of Activities • Budget • Evaluation 4
- 5. Sample Marketing &PR Goals • Selling memberships • Increase awareness of your product or organization. • Increasing donations to your organization • Reinforcing or protecting your brand • Becoming the recognized leader in your field or industry • Selling tickets to an event 5
- 6. 6 Credit: Content MarketingInstitute
- 7. A Few Marketing Tools& Tactics • Website • Social Media – many channels • Email Newsletters • Public Relations • Advertising • Direct Mail • Co-ops and Partnerships • Print Collateral • Networking • SEO and PPC • Maximizing your own media space • Events • SMS/Mobile/Text • Content like Videos, Photos, Case Studies, Blog 7
- 8. 8 Credit: Content MarketingInstitute
- 9. Your Website isYour Foundation • Creates your online identity • Easy to donate here • Subscribe to emails & blog • Your online newsroom • 24-hour-a-day access • Used as promotional tool • Brand awareness & image • Broad and efficient reach • Maintain and update it regularly • Social media links • Needs to be “attractive” 9
- 10. Content Marketing • Goodcontent drives website visitors • Consistency is important (each channel varies on frequency) • With social media and blog posts: 20% sell, 80% information and entertainment. (You can move more toward %50-50 at certain times.) • Objective is to develop that relationship with the audience. 10
- 11. Content Marketing Statsfor Nonprofit World • 1,714 nonprofit professionals were surveyed by The Content Marketing Institute (CMI). • 92% of NP profs use content marketing of some kind • On average, nonprofits use four social media platforms to distribute content. • 91% of these nonprofits use Facebook. • Fundraising is top organizational goal for nonprofit content marketing 11
- 12. Content Marketing Statsfor Nonprofit World • 26% of NP profs believe they’re effective at content marketing • 25% have documented content mktg strategy • 20% of NP mktg budgets are for content mktg. • 69% of NP orgs. have staff to oversee mktg. strategy • 65% are producing more content than last year • 38% plan to increase content mktg $ next year • (The Content Marketing Institute – CMI) 12
- 13. Challenges Facing Marketing 13 Credit:Michael Brenner @BrennerMichael
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- 16. 16 Searching For The Silver Bullet MISTAKE #2 Itusually takes a combination of coordinated activities.
- 17. 17 Assuming You Are TheTarget Audience MISTAKE #3
- 18. 18 Mistake #4 Not leveraging existingpartners and supporters.
- 19. 19 MISTAKE #5 Biggest mistake isnot having a marketing plan. Be realistic about goals and resources.
- 20. 20 Credit: Content MarketingInstitute
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- 22. Our Philosophy 22 Great marketinghappens when target audiences take desired actions after consuming great content.
- 23. Four Key Components 23 Target Audiences Desired Actions ContentDelivery Channels
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- 25. 25 “The aim ofmarketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter F. Drucker
- 26. 26 Poorly defined target audiencesare the biggest waster of time and money.
- 27. Target Audiences • Goals –Identification – Prioritization • Benefits – Clarity – Best use of available time and resources – Measurability 27
- 28. Determining Target Audiences •Geographic – Where are they? • Demographic – Who are they? • Psychographic – What potential connection do we have our organization? 28
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- 30. Desired Actions • Goals –Know changes in behavior that will benefit the organization – Connect marketing to larger business goals – Match actions to target audiences • Benefits – Focus – Measurability 30
- 31. 31 Some marketers say, “Nocall to action = wasted communication”* * However, I disagree with respect to social media. Use good judgment when it comes to using a call to action.
- 32. Potential Calls toAction • Donate • Share on social media • Tell your friends • Sign up for email updates • Read blog post • Watch a video • Register to attend an event 32
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- 35. Way to ProduceContent • Written – copy, blog posts, quotes, testimonials, media articles, stories • Visual – graphics, photos, presentations • Video – company videos, webinars • Social Media – posts, visuals 35
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- 38. Recommendations for Channel Strategy •Go where target audiences are • Balance – Use of channels – Budget allocation • Consistency of effort • Measurability 38
- 39. Recommendations • Target Audiences –Focus your list – Understand motivations – Check out our blog post on CARVER method • Desired Actions – Focus on measurability – Master online and email calls to action 39
- 40. Recommendations • Content – Revisityour Brand content – make it • consistent • relevant. – Practice persuasive content • www.copyblogger.com/blog/ • www.writtent.com/blog/ – Leverage emotion to greater effect 40
- 41. Recommendations • Channels – Generateawareness with Social Media and Traditional Media – Leverage relationships with Partners – “Close the sale” with Direct and Digital – Build your list – Know your metrics 41
- 42. Conclusion/Review: My Personal TopMarketing Tips • Know your goals. What is the purpose? • Always cross-channel promote -- Maximize the use of content. • Spend at least 30 minutes a day on social media & engage. Read about it on blogs, emails, audio books. • Share visuals … often. • Post quotes, endorsements, case studies. • Amplify good news. • Collect contacts: emails, LinkedIn friends, etc. • Don’t sacrifice progress for perfection. 42
- 43. Amy A. Atkinson,APR www.AmyACommunications.com Email: [email protected] @AmyAComm on Twitter 43