Online Marketing Strategies for Nonprofit Organizations
March 21, 2012
www.forwardjump.comPhone: (617) 500-3450
What We’ll Cover
Search Engines Facebook Other Social
Networks
Web Analytics Email Mobile/
Smartphones
www.forwardjump.comPhone: (617) 500-3450
Who Am I?
CEO, ForwardJump.com
Web Content Veteran
SEO, PPC, Social Networking
AdWords Certified/Web Analytics Focused
Journalism Background
www.forwardjump.comPhone: (617) 500-3450
Profiting on Online for Nonprofits
Recruit new
members
Engage members
Promote events
Recruit donors
Build community
Get recognition
Forge alliance
s
www.forwardjump.comPhone: (617) 500-3450
Online Channels for Your Organization
Search engines
Social networks Facebook
Mobile/Smartphones Email
www.forwardjump.comPhone: (617) 500-3450
Offline Marketing Tactics
Word of Mouth Flyers Canvassing
Telephone Snail Mail Advertising
www.forwardjump.comPhone: (617) 500-3450
What You Can Do Online
Get people engaged in your
organization
Market & brand your
organizationRaise money
Share successes (brag!)
Illustrate the problem Listen better
Free research
www.forwardjump.comPhone: (617) 500-3450
How People Find You Online
• Half of all Web visits start at a search engine (65% of that at Google)
Search engines
• 10% of all online time spent on Facebook
Social networks
• Still the #1 activity people do online
www.forwardjump.comPhone: (617) 500-3450
SEARCH ENGINESShow up higher on Google for strategic keywords
www.forwardjump.comPhone: (617) 500-3450
Search Engines: “Organic” Listings
www.forwardjump.comPhone: (617) 500-3450
SEO: How Does Google Decide?
• Rankings earned—NOT bought!
• Long-term branding endeavors
• Secret formula (like Coke!)
www.forwardjump.comPhone: (617) 500-3450
PPC: Pay Per Click Overview
www.forwardjump.comPhone: (617) 500-3450
PPC: Pay Per Click Overview
Charged ONLY when people click on ads
Quick fix to increase online
presence
“Quality Score” determines
price, position
Measurable, accountable
www.forwardjump.comPhone: (617) 500-3450
WEB ANALYTICSFree research on what works and what’s a waste
www.forwardjump.comPhone: (617) 500-3450
Web Analytics Benefits
• Most popular pages
How people use your site: What works & doesn’t
• Search engines• Keywords• Referring sites
See how users find out about site
• Intelligence about how prospects view your org
Find out which organizations users are from
www.forwardjump.comPhone: (617) 500-3450
Analytics: Where Are Your Best Visitors?
• View By– State– City, Town
www.forwardjump.comPhone: (617) 500-3450
Web Analytics: Where Leads Drop Out
Spot weaknesses in message, presentation
www.forwardjump.comPhone: (617) 500-3450
Facebook Analytics
Metrics change often. As of today:
Likes: People who “Like” your page
• Organic• Paid• Viral
Reach: Age, Demographics, Geography
Talking About This: People who created a story from your post
Check-Ins: Location-based physical status update
www.forwardjump.comPhone: (617) 500-3450
Facebook Analytics: Likes
• Don’t get obsessed with Likes
• They matter less (easy to Like something; harder to show up in Feed)
• Focus on demographics, location
www.forwardjump.comPhone: (617) 500-3450
Facebook Analytics: Posts
Review what posts get most, best response
Do more of that
www.forwardjump.comPhone: (617) 500-3450
Facebook Latest
• Likes evolving into brand-specific verbs• Read, Eat, Play• What’s yours?
What’s Next:
• Becomes mandatory at end of March• How can you take advantage of this?
Timeline for Businesses
www.forwardjump.comPhone: (617) 500-3450
MEASURING SUCCESSWhat Is Success?
Success=
Conversions
www.forwardjump.comPhone: (617) 500-3450
Conversions
• Completion of actions showing deeper interest/engagement in your organization
www.forwardjump.comPhone: (617) 500-3450
Engagement Funnel
Not leaving
Returning a lot•Viewing more pages, longer•Registering
Following/friending•Commenting on content•Sharing on social networks•Subscribing to a feed
Posting content•Joining/Volunteering/Donating
www.forwardjump.comPhone: (617) 500-3450
Engagement Funnel
Goal: Move people
down the funnel(i.e., get people more
engaged)
www.forwardjump.comPhone: (617) 500-3450
Engagement Funnel
Measure how many
people progress how far down
engagement funnel
www.forwardjump.comPhone: (617) 500-3450
SOCIAL NETWORKSGet your fans to do your marketing for you
www.forwardjump.comPhone: (617) 500-3450
Communicate directly with
peers, prospects, donors
Viral marketing: friends tell friends
Low barrier to entry
Perfect for young people
Social Networking Overview
www.forwardjump.comPhone: (617) 500-3450
Why Facebook Matters
10% of all online time spent on
2% of all online time spent on
News Feed
Prime way to talk to your ardent fans
www.forwardjump.comPhone: (617) 500-3450
What’s Happening With Facebook
• Timeline for Businesses(and org’s too!)
• Change in how brandsinteract with “fans”
• Likes evolving into brand-specific verbs
• Read, Eat, Play• Advertising Improving
www.forwardjump.comPhone: (617) 500-3450
Nonprofit Facebook Advertising
Reach target audience
Use power of friend
endorsements
These raise response
www.forwardjump.comPhone: (617) 500-3450
TWITTER, OTHER SOCIAL NETWORKS
Focus on what works best
www.forwardjump.comPhone: (617) 500-3450
What to do with Twitter
Good for SEO
Outbound: Spread news quickly
among fans, peers, influencers, donors
Inbound: Customer service center, be receptive to ideas, criticism, accolades
Turn your network into an echo
chamber
www.forwardjump.comPhone: (617) 500-3450
Other Social Networks
If you have time, bandwidth look for niche social networks (victims’ forums, etc)
Focus on what works best
Don’t get sucked into joining every new flavor
Google+: Jury is still out
Important for SEO, not as important for being “social”
www.forwardjump.comPhone: (617) 500-3450
Other Social Networks
www.forwardjump.comPhone: (617) 500-3450
How to Manage It All
Bufferapp.com: My new
favorite serviceTime posts
Multiple sites Easier to manage
www.forwardjump.comPhone: (617) 500-3450
How to Manage it All
SocialBro.com: Understand your Tweeps
See best times to post
Integrate withBuffer
Talk to people when they wantto listen to you
www.forwardjump.comPhone: (617) 500-3450
How to Manage it All
Edgerank Checker: Data on your Fans
See best times to post
Integrate with Buffer
Talk to people when they wantto listen to you
www.forwardjump.comPhone: (617) 500-3450
EMAIL MARKETINGNot sexy, but it works
www.forwardjump.comPhone: (617) 500-3450
Source: Pew Internet “Search and email still top the list of most popular online activities” 8/9/11
Email Is Still #1 Online Activity
Despite new trends, email & search
consistently most-used channels
92% of online Americans use
61% use it on an average day
Youngest, college educated &
wealthiest use email most
www.forwardjump.comPhone: (617) 500-3450
What You Need to Know About Email
The biggest threat to your
message: Spam!
97% of ALL email is spam
Don’t get sent to the Spam
Folder
Know, follow CAN-SPAM Act
Other threat: Email
OVERLOAD
www.forwardjump.comPhone: (617) 500-3450
Use Email Effectively
Subject lines: Beware default character limits
for GMail, Outlook
Images: Most programs filter them
out; Don’t put important messages
solely in graphics
Include good calls to action: Get folks to DO
something
Measure: Not just open rates. What do people do after they
click?
www.forwardjump.comPhone: (617) 500-3450
MOBILE MARKETINGSmartphones change how people get info
www.forwardjump.comPhone: (617) 500-3450
Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11
Smartphones
One-third of all American adults (35%)
own smartphones
58% of 25-34 year olds own a smartphone
25% of all smartphone owners do most of
their online browsing on their mobile
phones
www.forwardjump.comPhone: (617) 500-3450
Leverage Mobile
Make sure your site looks good on
various phones
Engage fans on phones through
Foursquare, SMS, Maps
Let people donate through texting
Consider games, contests to get
people to respond mobily
www.forwardjump.comPhone: (617) 500-3450
Nonprofit Services
• Google, many others offer discounts, credits for 501c3s• Google Grants: AdWords credits• Network For Good: Online fundraising service• Firstgiving.com: Make it easier for people to donate to you• Good2Gether: Service to promote nonprofits contextually on media
Websites• Constant Contact: 20% discount on email marketing• Look to Twitter for expert advice (@kantor)
www.forwardjump.comPhone: (617) 500-3450
Wrapping Up
Use online tools for recruitment,
promotion, donations
Enlist and engage your most-ardent supporters
Test, test, test
Dizzying number of options: Focus
on what works best