Marketing Nonprofits Part 3 of 3

Marketing NonprofitsSocial media and content marketing success

Non-Profit Content Marketing:

What’s Your Purpose-

What does your nonprofit

aim to accomplish?

What cause are you raising awareness for?

The answers will inform your entire

social campaign

Is it important that you generate donations?

Is your aim to get people to attend events

Would you like volunteers for your cause?

Compiled by author from source: blogs.volunteermatch.org


What is Your Demographic-

Determine your target audience

It will inform every step you take

moving forward

Different messages resonate with

different people

Pin down your average supporters’ socio-economic background

Work on the things you should post and the type of messaging you should use

What types of people would volunteer for your cause?

Tailor your messaging towards them



Choose Your Social Wisely-

You don’t have to be on every network…

Only those that are a

safe bet for social media investments

Facebook is the #1 social network used by nonprofits at 98%

Twitter is second at 70%

YouTube is effective for training videos and past events to recruit more volunteers

Compiled by author from source: volunteermatch.org


Integrity & Transparency-

Pros: Cons:

Compiled by author from source: volunteermatch.org

Nonprofits are considered to be a

trustworthy source of information,

and people experience a genuine

need to connect with them and

their causes

They’re also well-positioned to

provide rich, emotive content

But, if they send their messages

poorly or ineffectively, the

backlash is far worse than for other

organizations

You need to be certain that you’re

transparent and responsive, or

things will very likely blow up in

your face


What To Track-

How will you determine success?

What metrics should you track?

Did your campaign work out the way you wanted?

A nonprofit has something of an advantage in this regard

Half of nonprofits find that a donation is the pinnacle of engagement

You can track the number of new volunteers after a social media campaign



Create a Killer Hashtag-

Especially if you have plans to

market on Twitter

Create a Suitable Hashtag

Make it short, memorable, and unique — most importantly, make it easy to

associate with your organization

carefully monitor your hashtag and curate it, someone might hijack it

Encourage your volunteers to use your hashtags and participate in the conversation on social media



March of Dimes-

Nonprofits can use online content to connect with

the right audiences

This concept is nothing new, but nowadays it is

becoming more important to achieving online

success

Used a multi-dimensional approach to content marketing: Began to blog, share on Facebook, create videos on YouTube,

and share announcements on Twitter

By allowing people to share their stories online, the March of Dimes has created a

content strategy that aligns with its mission: Ensuring that every single baby

gets a good and healthy start in life

Compiled by author from source: blog.capterra.com Image Source: Google Images


Charity Water-

Charity: Water: gave their staff the ability to publish content that would

connect them to their supporters

Their videos pushed people to start their own campaigns—100% of what they

raised would help them buy a new drilling rig fleet in Northern Ethiopia

They raised over $1.2M and bought 2 drilling rigs

Charity: water: Launched a campaign to thank their

supporters who helped them raise the $42 million

they needed to begin 4,282 water projects to 2 million

people in need


Go to YouTube, see how Big Brothers Big Sisters of America is using content marketing

Almost every episode has over 5,000 views

They discovered the way their organization was changing the world into great content that they could use online to promote their

cause

https://www.youtube.com/user/BBBSofAmerica


Big Brothers Big Sisters-

Big Brothers Big Sisters used video to tell

their story by the ”Start

Something Web Series”

Those who joined, shared video stories

they published to Big Brothers

Big Sisters’ YouTube channel

Compiled by author from source: blog.carterra.com Image Source: Google Images


Best Friends Animal Society-

The Best Friends Animal Society helps to place

dogs and cats considered “unadoptable” into loving

homes

It has been doing its good work since 1984, and has been able to stick to their

mission by the Invisible Dogs Campaign

Best Friends Animal Society employed user-generated content, created with

iPhone and Android mobile apps

My Dog ID allows you to take pictures of yourself, and then uses facial recognition

to find your dog match for you, then users can share on Twitter/Facebook

This mobilized those who were passionate about their cause, by

providing people with the option to donate online


Founded in 1980 by helping one boy become a police officer,

now grants a new child’s wish in

the United States every 40 minutes

Make-A-Wish introduced children to Michael Jordan, let them record music

videos; these stories provide material for great content

Make-A-Wish shares all its video wishes on their YouTube channel,

publishes all granted wishes on their website, and also shares content on

Facebook and Twitter

Make-A-Wish has put its brand on the web for the world to interact with


Make a Wish Foundation-



Look at What Others Have Done-

Take a look at how other nonprofits have driven

their causes to success on social media

Take a close look at Movember a men’s health nonprofit organization

Another strategy nonprofits use successfully is asking their audience feedback

Ask yourself what they’ve done right

®

https://au.movember.com/

Compiled by author from source: blogs.volunteermatch.org Image Source: Google Images

Contact Us for the Full Presentation:

Mediacontact USA Inc.

13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112

E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

Sources Cited:

Burgess, Mary. "What Is the Difference Between Non-Profit & Not for Profit?" EHow. Demand Media, n.d. Web. 07 Sept. 2016. <http://www.ehow.com/info_7991949_difference-between-nonprofit-not-profit.html>.

Cozad, Michael. "Not-For-Profit Organizations: Types & Examples." Study.com. N.p., n.d.Web. 17 Nov. 2016. <http://study.com/academy/lesson/not-for-profit-organizations-types-examples.html>.

"The Difference Between Public & Private Non-Profit Organizations." Small Business. N.p., n.d. Web. 15 Sept. 2016. <http://smallbusiness.chron.com/difference-between-public-private-nonprofit-organizations-26366.html>.

Fritz, Joanne. "What Is a Nonprofit Vs. a For-Profit Business?" The Balance. N.p., 5 June 2016. Web. 17 Nov. 2016. <https://www.thebalance.com/how-is-a-nonprofit-different-from-for-profit-business-2502472>.

Jungbok, Ha By. "Marketing Strategies for Nonprofit Organizations." "" by Jungbok, Ha. N.p., n.d. Web. 15 Sept. 2016. <https://www.questia.com/library/journal/1P3-3827887561/marketing-strategies-for-nonprofit-organizations>.

Sources Cited:

Logan, Emily. "4 Challenges Facing Nonprofit Marketers in 2016 (And How To Beat Them)." HubSpot Blog Homepage | Marketing, Sales, and Agency Content. N.p., 4 Jan. 2016. Web. 30 Nov. 2016. <http://blog.hubspot.com/marketing/challenges-facing-nonprofit-marketers-in-2016>.

Marketing Is Different in the Not-For-profit World. N.p., n.d. Web. 15 Sept. 2016. <http://www.develop-net.com/articles/marketing-is-different-for-non-profits.html>

Readings, Leah. "5 Nonprofits With Successful Content Marketing Campaigns - CapterraBlog." Software Buying Tips and Advice for Businesses: Capterra Blog. N.p., 18 Sept. 2015. Web. 17 Nov. 2016. <http://blog.capterra.com/nonprofits-successful-content-marketing-campaigns/>.

Root. "Nonprofit Marketing." Investopedia. N.p., 2010. Web. 07 Sept. 2016. <http://www.investopedia.com/terms/n/nonprofit-marketing.asp>.

Sadiq, Basil. "8 Tips For Establishing Your Nonprofit On Social Media." Engaging Volunteers. N.p., n.d. Web. 21 Nov. 2016. <http://blogs.volunteermatch.org/engagingvolunteers/2016/05/10/8-tips-for-establishing-your-nonprofit-on-social-media/>.

Marketing Nonprofits Part 3 of 3

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Transcript of Marketing Nonprofits Part 3 of 3