marketing nonprofits part 3 of 3
TRANSCRIPT
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
Non-Profit Content Marketing:
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
Compiled by author from source: blogs.volunteermatch.org
Non-Profit Content Marketing:
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
Non-Profit Content Marketing:
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
Non-Profit Content Marketing:
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
Compiled by author from source: blogs.volunteermatch.org
Non-Profit Content Marketing:
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
Compiled by author from source: blogs.volunteermatch.org
Non-Profit Content Marketing:
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
Non-Profit Content Marketing:
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
Compiled by author from source: blog.capterra.com Image Source: Google Images
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
Non-Profit Content Marketing:
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
Non-Profit Content Marketing:
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
Compiled by author from source: blog.capterra.com Image Source: Google Images
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
Non-Profit Content Marketing:
Make a Wish Foundation-
Compiled by author from source: blog.capterra.com Image Source: Google Images
Non-Profit Content Marketing:
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
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/>.