Online Marketing Basics for Nonprofits: From Email to ... · Nonprofit Marketing Guide.com 12 Now...

9/18/2009

© 2009 Kivi Leroux MillerNonprofit Marketing Guide.com 1

Online Marketing Basics for Nonprofits:

From Email to Social Media

Presented by Kivi Leroux Miller

Hosted by the

National Association of Child Care Resource and Referral Agencies

The Voice You’re Hearing

Kivi Leroux MillerEcoScribe Communications and

Nonprofit Marketing Guide.com

9/18/2009


Be Your Own Media Empire

Everyone can be a

publisher.

Everyone can be a

broadcaster.

Everyone can be a

media mogul.

Flickr: Zoomar

My Media Empire

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Who’s Using the Internet? Everyone!

What % of My Target Audience is Online?

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Minorities, the Poor, & the Mobile Web

• African Americans are the

most active users of the

mobile Internet. (Pew)

• Wireless is the way online

for people who can’t

afford broadband at

home.

Why You Need Your Own Media Empire

• Grandma has

email.

• 1 in 5 Internet

users visited

Facebook in

December.

• Gen X: most likely

group to bank and

shop online.

Flickr: imageMD

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Nonprofits Get a Head Start

Whether You Know It or Not!

Nonprofits Are Also Here

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And Raising Money for You?

With or Without Your Permission!

Anyone Can Do It!

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And Making Friends for You

And Friends of Friends . . .

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And Friends of Friends . . .

This is Web 2.0

Flickr: fuzzyjayFlickr: subramanyan

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Online Marketing Gives People Control

We are all super busy, and

so are the people we want

to reach.

Good online marketing

lets people connect with

and help you on THEIR

terms.

No Need to Panic . . .

It’s the same

work. You are

still building

personal

relationships.

It’s Just with

New ToolsFlickr: Sister72

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So, how does this all fit togetherfor us?

Imagine a Tree . . .

Your Website

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Your Website

Your Email Newsletter

Your Website


This is Web 1.0.

This is the baselinefor a nonprofit’s onlinemarketing program.

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Now it’s time to plant some acorns . . .

Your Website


Social Media(Flickr, YouTube)

Social Networks(Facebook, MySpace)

Your Blog

. . . and see what grows!

This is Web 2.0.

Your Website



Social Network(Facebook, MySpace)

Your Blog

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Your Website



Social Network(Facebook, MySpace)

Your Blog

Build a community around your cause, where everything is connected and people can enter at different places.

Where shouldwe begin?

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Five-Step Online Strategy

Flickr: tuppus

Take it one step at a time!

1. Fix your website.

2. Build your lists.

3. Dip into social media by

listening, then dive into

one tool.

4. Feed your biggest fans.

5. Measure, learn, and

adjust.

1. If Your

Website

Sucks,

Fix It

Flickr: bqw

9/18/2009


10-Point Basic Website Check

• Domain Name

Make Sense?

• Know Where Am I?

• Clear Path for Top

Questions/Actions?

• Images?

• Donate Online?

• Email Capture?

• People Featured?

• Stories on Need or

Success?

• Easy to Contact Staff?

• Google Keywords on

Target?

10-Point Basic Website Check

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2. Build Your

Email Lists

Everywhere,

All the Time,

and Use It

Flickr: fuzzyjay

How to Start an E-Newsletter

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Four Elements of E-Newsletters

Content– What’s the gift inside?

Design– What’s it wrapped in?

Delivery– How is it sent?

Tracking– What’s the response?

3. Dip into

Social Media,

Then Dive into

One Tool and

Plan to Swim

for AwhileFlickr: emutree

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Lots of Examples Online

• Philanthropy.com, specifically Social Good

podcast, Live Discussions, Give & Take blog

round-up, Prospecting blog

• Beth’s Blog: http://beth.typepad.com/

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RSS: Subscribing to Blogs, Podcasts, Etc.

Listen First

• Track keywords

with free, easy

tools like Google

Alerts and RSS.

• Names, topics

Flickr: Brittany G

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Test Drive with Personal Profiles

Flickr: redjar

Blogging

Interactive Imagery (Social + Media)

Social Networking

Blogging

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Benefits of Blogging

“Short and sweet”

is great.

Search engines

love blogs.

Can even replace

website and

e-newsletter.CafePress.com

Easy Blogging Tools

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Where to Find Nonprofit Blogs

• Nonprofit Blog Exchange

• Chronicle of Philanthropy’s Give & Take

• Alltop’s Nonprofit Page

www.delicious.com/ecoscribe/nonprofit-blogs

“Insider” Blogging

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“Advocacy” Blogging

“Outsider” Blogging

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Hook Up with Mommy Bloggers

Where to Find Them

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CCR&R Blogging Niches

What Works for

Working Parents

Daycare in the

Dakotas

Ready, Set,

Kindergarten!

Flickr: wiccked

Interactive Imagery(Social + Media)

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. . . And Start Some Conversations!

Social Media: Deck Out Your Website or Blog

Flickr: Add Rotating Photos

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Flickr: Add Rotating Photos

The Nature Conservancy – Photo Contest

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Video from YouTube

Presentations on Slideshare.net

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CCR&R Social Media Niches

Parent

Photographers

How-To’s & Online

Training

Advocacy

Campaigns

Flickr: Mari & Nacho

Social Networking

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Teens Say Old People are Ruining It

• 2/3 + of Facebook users

are out of college.

Fastest growing

demographic is people

35+ (Facebook).

• Nearly half of Twitter

users are 35+

(Quantcast).

Like, Grandma is on It, OK?

• 1/4 of Americans 55+

have a Facebook

account (Harris

Interactive, 4/09)

• Facebook reported in

2/09 that its fastest

growing demographic

was women 55+.

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Facebook

• Personal

Profiles for

Staff

• Pages for Your

Organization

• Groups

• The Causes

Application

Create Your Own Social Network

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CCR&R Social Networking Niches

Very Specific

Advocacy Campaigns

New Parents in a

Geographic Area

Professional

Networking for Day

Care Providers

Flickr: jerryzurek

Try 15 Minutes a Day . . .

• M-W-F: Update

Facebook Page

Status/Links,

Respond to

comments

• Tu-Th: Comment on

a blog post or two

Flickr: jenny cogdogblog

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4. Feed Your

Biggest Fans

Flickr: brendio

You rock! You rock! You rock! You rock! Let usLet usLet usLet ushelp you!help you!help you!help you!

Make It Real – Make It Personal

Let me outLet me outLet me outLet me outof here!of here!of here!of here!

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You Are Doing It Right If . . .

It’s all

about

them,

not you!

5. Measure,

Learn

and

Adjust

Flickr: hoyasmeg

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Are You

on Board?

Flickr: imageMD

Where to Learn More

• www.delicious.com/ecoscribe/online-marketing

• www.delicious.com/ecoscribe/enewsletters

• www.delicious.com/ecoscribe/nonprofit-blogs

• www.nonprofitmarketingguide.com

9/18/2009


Finishing Up

Your Questions?

Let’s keep in touch!

Blog: NonprofitMarketingGuide.com/blog

E-News: NonprofitMarketingGuide.com

Twitter: kivilm

Facebook.com/nonprofitmarketingguide

LinkedIn: Kivi Leroux Miller

Slideshare: kivilm

Email: [email protected]

Office: (336) 499-5816

Online Marketing Basics for Nonprofits: From Email to ... · Nonprofit Marketing Guide.com 12 Now...

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