AMA Nonprofit Workshop - Wash DC - June 21

@FusionSpark #NPContent#AMANP

Tuesday, July 22, 14

Your Hosts


RussellSparkman

KevinSparkman


Introduction

Hashtags#AMANP #NPcontent

ScheduleIntroductions:Presentation/Discussion:Break:Group Project:

30 Min.60 Min.15 Min.75 Min.

Twitter Name@FusionSpark


Introductions

@FusionSpark #AMANP

Let’s hear about you ...

#NPContent


FSM & Content Marketing





1stFSMPost

CMWorkshop

1st CMRetreat

2nd CMRetreat

3rd CMRetreat

4th CMRetreat

2009 2011 2013

Google Trends - “Content Marketing”

2007


FusionSpark Media’s Palmyra Atoll contenthelped The Nature Conservancy raise “significant funds.”

~ Chuck Cook, Project Director, 2003


FloridaYards.org

#1on Google since


2005


FloridaYards.org

$270,000Equates to

in monthly SEO fees.



Gift of Life Family House

@FusionSpark #AMANP #NPContent

The website and videos supported the

capital campaign which raised millions.


Whidbey Camano Case Study

2xIncrease in Email Database Size

+ 60,000 (22%)Increase in Website Traffic

2xIncrease in Open Rate



Marketing Technology Stack

Website:

Email Marketing:

Editorial Calendar:

Publishing:

Content Curation:

Analytics:

Propriety, and Wordpress, CMS

Exact Target

Excel

Cadence 9

Curata

Google Analytics



FusionSpark Nonprofit Clients

What’s in the shared DNAof these projects?


A Written Content Strategy

They all have aWritten Content Strategy


A Written Content Strategy


Random Acts of Marketing


Random Actsof Marketing


But, wait a second ...

It’s all about telling your story, right?

Well, no ... not really.


Story

Story, without strategy and marketing

technology.

Story, with strategy and marketing

technology.


Content Marketing

What Is Content Marketing?Content marketing is an approach to creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of building community, driving support and actions.

Why Is It Important?Nonprofits of all sizes are competing for attention and financial support. Strategic, engaging content can put an organization at the center of the digital universe for its area of focus to achieve nonprofit goals.



Content Strategy


Nonprofits & Content Marketing

92% Percent of Nonprofits reported that they do content marketing.

#NPcontentTuesday, July 22, 14


25% Percent of Nonprofits who do content marketing, and have a written content strategy.



52%of Nonprofit professionals with a written content strategy rate themselves as highly effective.

14%of Nonprofit professionals without a written content strategy rate themselves as highly effective.



Being effective or not at Nonprofit Content Marketing depends upon having a

written content strategy.

(BTW, also true of B2B and B2C content marketing.)



Why is that?


#NPcontent

The Same, Few Media Outlets for Decades


#NPcontent

Then along came the Internet ...

(First person to tell us Month and Year of NetscapeNavigator launch will get a Starbuck’s Gift Card!)


Introduction


Introduction

#NPcontent


The Good News ... Nonprofits have unprecedented opportunities to tell their own story, to engage with constituents and to drive conversions.


But, it comes with a dose of reality ...



Essentials focused upon are:

• A Written Content Strategy

• Marketing Technology Tactics


Written Content Strategy

"If you don't know where you are going, you will wind up somewhere else."

~ Yogi Berra, NY Yankees Manager



"Without strategy, content is just stuff."

~ Arjun Basu, VP of Content Strategy, Spafax



Problems Addressed by a Written Content Strategy:

• Not Knowing Where or How to Start

• Lack of Guidance, as in Specific Organizational Goals

• Too Many Experts, i.e. Too Many Chefs in the Kitchen

• Not Enough Time to Get It All Done

• Generational and /or Experience Gaps

• No Funding for Content

• Not Knowing What To Measure, Having a Plan to Measure

• Not Knowing How To Structure Roles & Responsibilities



Essentials of a Well-Written Content Strategy:

• Budget the Plan, Plan the Budget• Perform a Content Audit• Include All Stakeholders (Directors, Staff, Board)• Research and Listen to Interests of Target Audiences• Define Calls to Action, Align Content with Actions• Plan Content Not for Content’s Sake, But For Outcomes• Define Editorial Tone• Define Editorial Calendar• Identify KPIs to Measure, Report and Adjust• Specify Marketing Technology Requirements• Capture Ideas For Later Implementation


Content Marketing Lifecycle


#NPcontent

Great Websites are Indispensable It’s your digital storefront. The first impression.


#NPcontent

Landing Pages = Secret Weapon Delivering a personalized and tailored experience.


#NPcontent

98% of GenY and 86% of GenX use a mobile as their only phone and 62% / 47% would give a donation to a nonprofit on a mobile device.


#NPcontent

Mobile, mobile, mobile ... You might even be watching this webinar on your tablet!


#NPcontent

Email is Still King But “batch and blast” is a thing of the past.


#NPcontent

Put Out the Welcome Mat

• Automated

• Targeted

• Multi-part

• Trigger based


#NPcontent

Takeaways

• Great Website + Mobile Ready

• Landing Pages + Smart Donation Forms

• Automated Email Welcome Series

None of this works well without a great content marketing strategy.


Group Project


Wrapping It Up

Thank You for Joining Us!

In follow up, you’ll receive:• Link to our recorded Nonprofit webinar• A link to two slidedecks on Slideshare• Several book recommendations• Link to 2015 Nonprofit Content Marketing Survey

As well as ... • An invitation to schedule a phone consultation

with FusionSpark Media


Questions & Answers

Your Questions!


AMA Nonprofit Workshop - Wash DC - June 21

Government & Nonprofit

Transcript of AMA Nonprofit Workshop - Wash DC - June 21