Digital Marketing 101
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Local Non-Profit Facts 3,500 public charities in North Dakota 45,000 North Dakotans employed by non-profits 300+ of these Non-Profits… Same fundraising plan (FundingLogic) = Similar communications/marketing
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Digital Marketing 101 is a brief overview of pieces of marketing no
Transcript of Digital Marketing 101
Local Non-Profit Facts
3,500 public charities in North Dakota
45,000 North Dakotans employed by non-profits
300+ of these Non-Profits… Same fundraising plan (FundingLogic)
=
Similar communications/marketing
Digital Marketing 101
Margot Brenna
Digital Marketing
Where & How to Market your Organization Website
Social media
Blog
How to know it’s working
Creating a measurement plan
Google Analytics
Other measurement tools tools
Where & How to Market your Organization
Website, Social Media, Blog, & E-mail
Digital Marketing Map
Website Blog Social media Email Others Website
Blog
Social media
Others
Website: Reasons to have a MobileSite
93% of adults own a mobile phone
63% use it to go online
21% primarily use their phone to go online
Mobile web will overtake PC’s in 5 years
Your regular website isn’t going to work right
Website: Target Audiences
Donor
Client
Volunteer
Donor Perspective
Message and mission
Who it’s helping
Financial information
Easy online donation process (thank-you landing page after donation)
Client Perspective
Contact information
Hours of operation
Limitations for services
Transportation to organization
Volunteer’s Perspective
Volunteer opportunities & open time slots
Anything they need to know beforehand (safety goggles?)
Location
Why are volunteers important to the organization?
Sign up
Social MediaThe tentacles of marketing
Max’s Social Content Strategy Matrix
“What do small non-profits lack when it comes to a solid social media strategy? Passion, inspiration, a dedicated audiences – nope. Time, money, resources – yes.”
- Max Kringen, Social Media Strategist, Sanford Health
5 Ways to Increase Awareness on Social
1. Branding
Optimize your organization’s social presence:www.HEROFargo.org
www.Twitter.com/HEROFargo
www.Facebook.com/HEROFargo
www.Pinterest.com/HEROFargo
www.YouTube.com/HEROFargo
Guidelines
2. Cross Promotion
Promote social media everywhere Website
Brochures
Business cards
Etc…
Same theme on different platforms
3. Content: Useful Relevant, & Valuable
Something valuable to a client may not be useful to a donor Take into consideration target
audience for each social media platform
Know your organization’s voice. Some humor can work, some can’t.
Toyshttp://www.youtube.com/watch?v=ao2A-eEIkA4Sandboxhttp://www.youtube.com/watch?v=i2iG9NQk9mI
4. Interact
Respond in a timely manner
Questions: Answer a commonly asked question
or misconception about your organization
Explain the problem you solve
Ask a question you know your fans will answer (not just “what are your plans this weekend?”)
5. Giveaways and Contests
Rafflecopter (free option)
Wildfire (need to contact for price)
Blinkd (free option)
Contest Platform (wizehive) $249 + $3/day
Strutta $399
Blog
Blogs are the “click here for more info” link
Place for elaboration
Location (website vs. host site)
Email: Design/Mobile
E-mail service provider
Opt in/out
Segmentation
A/B tests
Social integration
Anti-spam
Design
Text & HTML
Images
Colors
Fonts
Buttons
E-mail: Segment
E-mail: Content
Subject line
Appropriate for e-mail (vs. snail mail)
Brief & to the point
Calls to action
Test it before you send it
How you Know it’s Working
Data & Analysis
Social Measurement
Google Analytics Academy Plan
Google Analytics November 2013
Other analytics
Creating a measurement plan
1. Define your organization’s needs & define measurement plan (what will you measure?)
2. Document your technical infrastructure (is it possible to track what you need?)
3. Create an implementation plan (who will set up what you need?)
4. Implement your plan (set up tracking recommendations)
5. Maintain and refine
https://analyticsacademy.withgoogle.com/preview Thanks Google Analytics Academy!
Social Measurement: Facebook insights
https://www.facebook.com/facebookforbusiness/news/pageinsights
Additional Measurements
YouTube Analytics (“Channelitics”)
Pinterest Analytics
Simplymeasured.com
Numerical vs. Engagement
Digital Marketing 101 Review
Where & How to Market your Organization Website
Social media
Blog
How to know it’s working
Creating a measurement plan
Google Analytics
Other measurement tools
Charity Water Staff who Probably Work on Online Communication
Creative Director
Director of Digital Engagement
Executive Producer
Director of Technology
Special Events Project Manager
Tech Project Manager
Designer
Web Designer
Videographer
Content Strategist
Online Reporting Officer
Email Marketing Manager
Supporter Experience Administrator
How can a small non-profit keep up?
Stick to the strategy
Only do what you can do well
Make meaningful content with a purpose
Gather groups of knowledgeable and capable volunteers/interns/staff/etc… (Social Media Dream Team) Give specific tasks/jobs
Expectations
Questions?
www.belugasocial.com
Facebook.com/belugasocial
Twitter.com/belugasocial
Pinterest.com/belugasocial
www.HEROFargo.org
Facebook.com/HEROFargo
Twitter.com/HEROFargo
YouTube.com/HEROFargo
Pinterest.com/HEROFargo
