membership growth online summit 2017 - day 4: navigating nonprofit marketing

Wild Apricot Expert Webinar

Wild Apricot Expert Webinar

Navigating Nonprofit Marketing

Presented by

David MundyDirector of Marketing, GuideStar

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David MundyDirector of Marketing, GuideStar

NAVIGATING NONPROFIT MARKETING

Wild Apricot Membership Growth Online Summit 2017

Introduction

What is Marketing?

Branding

Getting Started Marketing

GuideStar Nonprofit Profiles

Questions

Today’s Agenda

1

2

3

4

5

6

Introduction1

HI, I’m David Mundy

This is my favorite person in the world

My daughter “Lilly”

I’m the Director of Marketing for this organization

What is GuideStar?

An organization that gathers and disseminates information about every single IRS-registered nonprofit. We provide as much information as we can about each nonprofit's mission, legitimacy, impact, reputation, finances, programs, transparency, governance, and so much more.

We’ll talk more about these later

GuideStar Nonprofit Profiles

A) Branding B) Search Engine Optimization (SEO)C) Optimizing User Experience (UX)D) Outreach (Blog, Social Media, Advertising, Partnerships, Influencers)E) Other ___________________

What marketing tactic(s) are you most interested in learning about today?

What is Marketing?2

is just as applicable to .orgs as it is to .coms.

2. A nonprofit can and should approach marketing the same way as (if not better than) a for-profit.

LET’S GET TWO THINGS STRAIGHT:

1.

What does my nonprofit promise?

MarketingJourney

No End in Sight

Beginning

Latter

Embrace Your Empathetic Nature

Marketing = Empathy

“The deeper you get about understanding the change you wish to make, the people you wish to make change for, and the promise you are offering, the more likely it is the rest of your marketing will be easy to do.” – Seth Godin

“In an attention economy (like this one), marketers struggle for attention. If you don’t have it, you lose.” – Seth Godin

Meet the Attention Economy!

Nonprofit Branding3

Branding is the basis for how people perceive you and/or your organization.

Q-tip = Cotton SwabKleenex = Facial TissueBackRub = Internet Search?BackRub = Google

A look at some thoughtful branding:

• Lego—From the Danish phrase leg godt, meaning play well.

• 7-Eleven—Once known as Tot'em Stores, the convenience store chain changed its name to 7-11 to reflect its extended operating hours (7 a.m. to 11 p.m.).

• Skype—First it was Sky-Peer-to-Peer. Then the name was cut to Skyper. Finally, the founders renamed it Skype.

Logos

Slogans

Getting Started Marketing4

In 5 steps …

Define Your Goals and Objectives

Make sure your goals are quantifiable so you can track trends and progress, gauge the results of

your strategies, and pivot when necessary.

1Step

Track Your Progress

• Google Analytics• Google Trends• Google Alerts • Social Mentions

2Step

On-Page Optimization

The practice of optimizing individual web pages to rank higher and earn more relevant traffic in

search engines.

3Step

On-Page Optimization Tips:

• SEO Friendly UR• Authority Outbound Links• Page Title• H1 & H2 Tags• Website Speed• Social Media Sharing• Keyword at Beginning of Page Content• Image Alt Attribution• On-Page Grader

Optimize User Experience

Before you begin extensive outreach, you must ensure that your website offers your users an

optimal experience.

4Step

Optimizing User Experience for Your Marketing Funnel

Golden Rule No. 1: Eliminate DistractionsKeep users focused on the main conversion point by eliminating or not including other distractions

Golden Rule No. 2: Always Be Testing!After you have built a solid landing page, A/B test it.

for Optimizing User Experience

Create a landing page that CONVERTS:

C = Clear Call to ActionO = OfferN = Narrow FocusV = VIA: Very Important AttributesE = Effective HeadlineR = Resolution-Savvy LayoutT = Tidy VisualsS = Social Proof

—Beth Morgan, Kissmetrics

Golden Rule No. 1: Eliminate Distractions

Keep these five landing page elements in mind when optimizing your user experience (and keep these in mind when A/B testing):

• Strong Headline

• Powerful Main Image

• Body/Very Important Attributes/Proof Points

• Web Form/Call to Action (CTA)

• Testimonials/Social Proof

Golden Rule No. 1: Eliminate Distractions

Change one (and just one) of the 5 landing page elements listed on the previous slide at a time.

Think about how a user typically gets to your site:

• Organic Search?• Social Media?• Blog/News Article?• AD/Display Ad?• Email?

Golden Rule No. 2: Always Be Testing!

Outreach

1. Personas2. Influencers3. Strategic Partnerships4. Blog5. Social Media6. Paid Advertising

5Step

Wait! What is a persona?

“A persona is a way to model, summarize and communicate research about people who have been observed or researched in some way. Each persona represents a significant portion of people in the real world and enables a marketer to focus on a manageable and memorable group of users, instead of focusing on thousands of individuals.” –Shlomo Goltz

Defining personas is one of the first steps in creating a top-down, funnel approach to marketing.

Personas

Influencers

Influencer Tactics:

• Make a list of influencers, potential partners, and communities to target. • Look up people that come to mind; whether they may be a complimentary

organization or the local guru in your cause area, add them to the list.

Influencer Campaigns

Meet Seth

Meet Ashton

Strategic Partnerships

Here are a few ways “Classy” suggests a partnership could be beneficial:

1. Increase Brand Exposure2. Increase Your Range of Services3. Increase Brand Credibility

Strategic Partnerships

Brand CredibilityVS. Cancer and the V Foundation for Cancer Research.

Blog, Social Media, Paid Advertising

Blog1. Helps drive traffic to your website2. Helps convert traffic into prospects3. Helps drive long-term results

Social MediaCommunicating through social media is a powerful tool.

Paid AdvertisingTesting a low-cost paid advertising strategy will provide you with a statistically significant sample size, allowing you to gauge easily the effectiveness and ROI (return on investment) of each campaign.

Your Nonprofit Profile pushes your information to AmazonSmile, Facebook, Network For Good and 220+ other GuideStar partner networks.

GuideStar Nonprofit Profiles

Copyright © GuideStar, 2017 All Rights Reserved.

Basic Information: So you can be found

Financial Information: So you can build trust

Program Information: So you can tell your story

Results: So you can show the difference you make

MO’ INFO ≠ MO’ PROBLEMS Guidestar Nonprofit Profiles

Questions?

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Wild Apricot Expert Webinar

Navigating Nonprofit Marketing

Presented by

David MundyDirector of Marketing, GuideStar

Summit Webinar 4

THE

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