1@bcdcideas

Content Marketing for Nonprofits

WERK!Make Your Content

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Who We Are

• Full service communications & fundraising agency that works exclusively with nonprofits across the country

• 12+ years of dedicated nonprofit experience paired with 7+ years of corporate advertising experience

Some of our Awesome Clients:

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Nonprofit Communication

s

Media Relations

Social Media

Branding

Messaging

Campaigns

Strategy & Planning

Websites

Videos

Graphic Design

Fundraising

Campaigns

Trainings

Market Research

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this all about getting the most SPREAD from your content

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make one piece of content do many things

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“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

What is Content Marketing?

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Surround Sound Approach

AudienceMedia Relations

Social Media

Newsletters

Annual Report

Brochures

Website Blog

Videos

Direct Mail

Donor Touches/Letter

s

Events

Advertising

ACTION

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Rules of Surround Sound Approach

1.Strong Call to Action

2.Strategic Approach

3.Time Block the Campaign

4.“Home Base” for Content = YOUR WEBSITE

5.Repeat the Same Message, Many Times

6.Measure Results

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How much is TOO much of a good

thing?

Let’s talk Effective Frequency

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Effective Frequency

“The number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful.”

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How Much is Too Much?

A Person Needs to Hear/See a Message 7 Times to Take Action

BUT...the Internet changed EVERYTHING

Effective Frequency on mobile for brand far higher than most expect: 20 to 25 re-targeted impacts to drive intent based on @qriously study

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It’s Easy to Get to This Frequency

Content: Local Nonprofit Starts New Program Promo on Home Page

eNewsletter

Facebook x3

Twitter x5

Announce it at the next Volunteer Lunch/Board Meeting

Pitch to the Local Paper

Frequency = 12

Effective Frequency: 5 MILLION TIMES!

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Communicating is HARD

Tactic Average Rate

eNewsletter Open Rate 25%

Organic Reach of Facebook Post 10%

Paid Reach of a Facebook Post 25%

Direct Mail Response 4.4%

Engagement with Web Content 5%

Read a Whole Article/Blog Post 31%

Attend an Event 30-50%

Completion of a Survey – external 10-15%

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people are not like elephants – they forget

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GOAL: get 1 sassy comment about your content

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Moves Like Jaggar

Content for Your Content Marketing

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Types of Content

Web PageBlog PostPhotoVideoEventMicro Site

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Make It Work!

Blog Post

Social

Facebook 2x

Twitter 5x

Pinterest 1x

Instagram 1x

Supporter Communications Newsletter

Fundraising

Donor Touch

Annual Report

Board Report

1 Blog Post

=

12 Hits

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Make It Work!

Video

Social

Facebook 2x

Twitter 5x

Pinterest 1x

Instagram 2x

Supporter Communications

Newsletter

Volunteer Recruitment

Introduction to the organization

Fundraising

Donor Touch

Foundation Touch

Gala/Fundraising Event

Board Report

Partner Communications

Spread on their channels

1 Video =

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Hits

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Measure!!!

Love Your Marketing Analytics Tools! They are your friends!Google Analytics

Facebook Insights

Twitter Tools

eNewletter Analytics

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Facebook Post Analytics

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Google Page Analytics

FB Share722 Reach59 Likes

FB Share1,553 Reach

103 Likes

eNews 13K Reach – 138

Clicks+

FB Share1,307 Reach - 106

Likes

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Google Traffic Sources

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Formula to Success

Create content

Plan where it can be distributed

Implement + note rough patches

Measure Results

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CASE STUDY: it worked for birds & it’ll work for you

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Case Study:Audubon NC Bird Friendly Communities

Increase number of individuals taking bird-

friendly actions on a local level

Nest Boxes for Nuthatches

Point of Sale

Fact Sheet

Blog Posts

Social

Webpage

Video

Media Relations

Annual Report

Native Plants

Brochures

Web Page

Blog Posts

Social

Video

Grant Event

Media Event

Bird-Friendly Families

Blog Posts

Media Relations

Lights Out North Carolina

Web Page

Blog Posts

Partner Relations

Media Relations

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Case Study:Audubon NC Bird Friendly Communities

It Worked! 960,000 impressions from 15 media placements

68,000 Facebook users reached from 60 BFC related posts

15,000 website views

7,000 nest boxes distributed in 2014

3,600 blog views

2,000 video views

600 e-news sign ups

Annual Survey included open comments about both Brown-headed Nuthatch and bird-friendly plants

Total Impressions: 1,048,600

Total Actions: 7,600+

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Now You Try

Use your worksheet to plan how you’ll promote 1 piece of content

Work with your table to identify other ways to get your content even further

Person with the furthest reach wins a prize!

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Content: BC/DC Ideas Lands White

House as Client!

Social

Facebook ___x

Twitter ___x

Pinterest ___x

Instagram ___x

Other __________ ___x

Supporter Communications

Newsletter ___x

Volunteer Recruitment ___x

Introduction to the organization ___x

Website ___x

Other __________ ___x

Fundraising

Donor Touch ___x

Grant Funder Touch ___x

Fundraising Event ___x

Board Report ___x

Direct Mail ___x

Other __________ ___x

Media Relations

Local ___x

State ___x

National ___x

International ___x

Bloggers ___x

Trade Pubs ___x

Other __________ ___x

Partner Communications

Social share ___x

Include in thier eNews ___x

Add to thier website ___x

Other __________ ___x

Content: BC/DC Ideas Lands White

House as Client!

Social

Facebook 5x

Twitter 10x

Pinterest ___x

Instagram 3x

Other __________ ___x

Supporter Communications

Newsletter ___x

Volunteer Recruitment ___x

Introduction to the organization ___x

Website ___x

Other __________ ___x

Fundraising

Donor Touch ___x

Grant Funder Touch ___x

Fundraising Event ___x

Board Report ___x

Direct Mail ___x

Other __________ ___x

Media Relations

Local ___x

State ___x

National ___x

International ___x

Bloggers ___x

Trade Pubs ___x

Other __________ ___x

Partner Communications

Social share ___x

Include in thier eNews ___x

Add to thier website ___x

Other __________ ___x

Content: BC/DC Ideas Lands White

House as Client!

Social

Facebook 5x

Twitter 10x

Pinterest ___x

Instagram 3x

Other __________ ___x

Supporter Communications

Newsletter 3x

Volunteer Recruitment ___x

Introduction to the organization

1x

Website 1x

Other – Pitch Decks 1x

Fundraising

Donor Touch ___x

Grant Funder Touch ___x

Fundraising Event ___x

Board Report ___x

Direct Mail ___x

Other __________ ___x

Media Relations

Local ___x

State ___x

National ___x

International ___x

Bloggers ___x

Trade Pubs ___x

Other __________ ___x

Partner Communications

Social share ___x

Include in thier eNews ___x

Add to thier website ___x

Other __________ ___x

Content: BC/DC Ideas Lands White

House as Client!

Social

Facebook 5x

Twitter 10x

Pinterest ___x

Instagram 3x

Other __________ ___x

Supporter Communications

Newsletter 3x

Volunteer Recruitment ___x

Introduction to the organization

1x

Website 1x

Other – Pitch Decks 1x

Fundraising

Donor Touch ___x

Grant Funder Touch ___x

Fundraising Event ___x

Board Report ___x

Direct Mail ___x

Other __________ ___x

Media Relations

Local 2x

State 1x

National 3x

International ___x

Bloggers 3x

Trade Pubs 3x

Other __________ ___x

Partner Communications

Social share ___x

Include in thier eNews ___x

Add to thier website ___x

Other __________ ___x

36 Hits!

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Questions & Reflection

@bcdcideas