Nonprofit Marketing & Communications - e-Philanthropy
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Transcript of Nonprofit Marketing & Communications - e-Philanthropy
BASICS: Nonprofit Marketing & Communications -
e-Philanthropy
Friday, November 6, 2015
Phil DiMartino Associate Director, New Media Fundraising for Annual Giving | Boston University
What We’ll Cover
• Marketing & Communications Overview • Integrated Campaign Example – BU Giving Day • Diving In
– Web Presence, Online Giving, and Mobile – Email – Leveraging Social Media – The Role of Video
• Summary/Wrap
Overview
• Print – Signage, Banners, Posters, etc. – Direct Mail – Brochures, One-Sheets, Hand-Outs
• Email • Events • Web Presence
– Giving Forms, Websites • Social Media • Video • Internal Communications
• Who is your audience? – Donors & prospective donors – Public & private funders – Media – Public policy interests – General public
Overview
• Effective messages are: – Concise – Simple – Concrete – Unexpected – Memorable – Emotional
Overview
• Building Out a Marketing Plan – Benchmarking and Concept Development – Building a Timeline – Internal Buy-In – Brand Development – Creation of Marketing Materials – Posting/Sending Schedule – Execution of Campaign – Tracking, Reporting, Adjustments
Overview
Integrated Marketing for Fundraising Example
1. Concentrated Effort
2. Coordinated Messaging
3. All Channels Activated*
4. Track & Adjust *Audience-specific
Giving Day 2015 - Postcard The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
Principle #3 – All Channels Activated*
Mail Email Social Phone In-Person
Alumni
Parents
Students
Faculty/Staff
Audience-specific channel planning:
2,945
5,009
3,126
5,673
0
1,000
2,000
3,000
4,000
5,000
6,000
FY14 FY15
Donors Gifts
Principle #4 – Track & Adjust
$0.00
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
$800,000.00
0
500
1,000
1,500
2,000
2,500
New Reactivated LYBUNT FY15 Second Gift
FY14 Donors FY15 Donors FY14 Dollars FY15 Dollars
Giving Day – Donor Types
$0.00
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
0
500
1,000
1,500
2,000
2,500
Alumni Student Parent Faculty/Staff Friend
FY14 Donors FY15 Donors FY14 Dollars FY15 Dollars
Giving Day – Constituencies
Principle #4 – Track & Adjust
Key Metric For 2016
19% of all 2014 Giving Day donors were retained on Giving Day 2015
Diving In – Online Giving & Mobile
https://www.google.com/webmasters/tools/mobile-friendly/
bit.ly/MarComPreso03
• Your Web Presence Should Be: – Mobile Responsive – Easy to Navigate – Visually Appealing – Full of current/relevant content
Diving In – Online Giving & Mobile
• Metrics You Should Be Considering: – Unique Visitors – Bounce Rate (Global Avg. = 40.5%) – Referrals – Average time on page
Diving In – Online Giving & Mobile
• Your Online Giving Forms: – Easy to find/use (fields, pages, time) – Conversion rates – Designations (dropdown, write-in, split) – Recurring gifts – Preselected amounts
Diving In – Online Giving & Mobile
• What Should You Be Thinking About? – Frequency – Timing – Content – Subject Lines – Sender – Calls to Action – Segmentation
Diving In – Email
• Social Media – What channels are your constituents on? – What channels are you on? – What channels should you be on? – What content should you produce for social? – How can you make your audience see it?
Diving In – Social Media
• Facebook – 1.55 Billion Monthly Users – 72% of online Adults visit Facebook at least 1x/month – 1.01 Billion Daily Users – 91% of 15-34 year olds use Facebook
Diving In – Social Media
Diving In – Social Media
Organic vs. Paid Reach on Facebook 3 Years Ago
If You Build It, They Will See It
Today
If You Pay Me, They Will See It
Man, I’m Smart
What Are You Looking For?
• Donors and Dollars • Posts and Ads
• Cultivation • Building a Culture of Philanthropy • Preparing Constituents for Asks
• Engagement • Comments, Likes, Shares • Good Feeling
Diving In – Social Media
What Kind Of Content Works?
• Visually Appealing • Student-Focused • Impact-Based or
Newsworthy • Interactive • Nostalgic
Reach: 35,000 Reach: 64,000
1,100 Comments!
Reach: 14,000
Diving In – Social Media
• Activating Ambassadors • Gamifcation • Incentivization
Getting Your Content Out in Other Ways
Diving In – Social Media
• Twitter • Working with Ambassadors • Time-Bound
• Instagram • Stewardship • Cultivation
• YouTube • LinkedIn
• Professional Resources • Snapchat
• Behind The Scenes • Young Constituents
Where Else Should You Be Besides Facebook?
Diving In – Social Media
Young users are using snapchat more than other platforms
Snapchat knows young users are a potential goldmine
Why You Can’t Ignore Snapchat
Snapchat is working with brands as a news platform
Diving In – Social Media
• Defining Audience, Building Campaign • Keys to a campaign
– Concentrated Effort – Coordinated Messaging – All Channels Activated* – Track & Adjust
• Web Impression is First Impression • Send Better Emails! • Your People Are On Social – Are You? • Tell Stories and Leverage Video • Track Everything, Adjust, Do It Again
Wrap Up
• Questions? • Thank you!
Wrap Up
Phil DiMartino Boston University
[email protected] 617-358-6466
@PhilDiMartino on Twitter