13 Nonprofit Marketing

Changes to Make

in 2013

Kivi Leroux Miller, President

Decide what to UPGRADE on your WEBSITE. It will always be under construction.

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Website Upgrades: How to Do It

• Accept that the site will never be done. Lobby now for annual website tinkering budget.

• If overhauling, move to a CMS/template that allows you to switch out modules or blocks.

• Add content that makes the site feel more real-time (e.g. social media feeds, dashboards).

• Add more faces/people stories.

Add a TRACKING DASHBOARD to your website.

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Add Tracking Dashboard: How to Do It

• Figure out a few key indicators of progress (ideally) or activity (better than nothing).

• Work on an engaging way to share on your site.

• Add regular updating to your to-do list!

SEGMENT more of your email communications.

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Segment More Email: How to Do It

• Figure out what technology you’ll use to track data about people. See idealware.org, click on Managing Constituents

• See what you already have available to you. See your email analytics, registration forms, donation history, etc. Are you storing/using that data?

• To which groups can you provide specialized content, or communicate more/less frequently?

Make EMAIL and WEBSITE more MOBILE FRIENDLY.

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Mobile Friendly: How to Do It

• Know what your website and email look like on smartphones and tablets. Fix what is easy; plan to fix what’s not.

• Priority Email Fixes: Buttons are big enough to click, and landing pages from email clicks are mobile friendly.

• Explore: Website CMS plugin versus separate mobile website.

• If you use QR codes, make sure they land on mobile friendly pages!

Get STRATEGIC and INTENTIONAL about your direction on Facebook and/or Twitter.

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Get Intentional and Strategic: How to Do It

• Really examine what’s working and what’s not.

• Figure out how to do more of what’s working.

• This means having clear guidelines about what you put there and WHAT YOU DON’T.

Pick one SOCIAL MEDIA PLAYGROUND. 6

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Pick a Playground: How to Do It

• Where other nonprofits are playing: Pinterest, LinkedIn, YouTube, and Google+

• Worry less about strategy right now, and instead focus on experimenting and seeing what happens.

• When in doubt, try a mix of updates that encourage followers to Do (calls to action), Think (information) or Feel (most powerful, from anger to humor).

Take and Use More

PHOTOGRAPHY.

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Take and Use More Photography:

How to Do It • Learn how to use the technology you already own –

like on your smartphone

• Play around! Experiment on kids and pets!

• Get an app that lets you put text on top of photos.

Share PROGRESS via VIDEO.

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Share Progress via Video: How to Do It

• Watch progress or annual report videos from other nonprofits and note their patterns.

• If you have two minutes of video time, think about what you would say/show.

• Format as “thank you” videos, or annual reports, or “here’s what happened after that fundraiser”

Content Strategy: Mix your BROCCOLI with their CHEESE and serve the content up together.

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Broccoli and Cheese: How to Do It

• The Broccoli: What are the topics your organization wants/needs to talk about?

• The Cheese: What do your supporters and participants read, use or otherwise engage with the most – regardless of your preferences?

• How can you deliver both?

• Can you lure with cheese and then suggest the broccoli?

CURATE something. 10

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Curate Something: How to Do It

• What are you sorting through anyway, because you have to or because you want to?

• On what topics could you easily add some value (e.g. commentary, categorizing, best of . . . )

• Make this a regular habit and part of your editorial calendar

Every message gets REPURPOSED and shared MULTI-CHANNEL.

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Repurpose and Multi-Channel: How to Do It

• Get over it: repetition is good, especially when done right.

• Identify what stays consistent (e.g. call to action) and what can be changed.

• Everything new goes into at least three channels.

• Build repurposing into your workflow and editorial calendar from the start.

Reshare your GREATEST HITS.

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Reshare Your Greatest Hits: How to Do It

• Watch what people like (it’s the cheese thing again).

• Reshare especially on Twitter and Facebook where even great stuff is easily overlooked.

• Reshare the really, really good stuff via email and/or blog.

• Just resend it, or package as “Best of” or “Top Ten”

Experiment to see which METRICS have MEANING.

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Play with Meaningful Metrics: How to Do It

• Track what people respond to: clicks in email, website traffic, interactions on Facebook. Talk about it and then experiment.

• If the numbers don’t give you information you can act on, so what?

• What does it mean if certain numbers go up, down, or stay the same?

kivilm

kivilm

nonprofitmarketingguide

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