Not-for-Profits: How to Make Money from Online Marketing (in 5 Not-So-Secret-Steps)

This was a presentation that I gave in June 2010 at the OCA National Convention when it was in Houston. I wrote this presentation with the needs of not-for-profits in mind... so the title doesn't exactly make sense if you don't have that context.

The resources towards the end of this presentation are definitely outdated and I hope to update them soon.

Transcript

1. HOW TO MAKE MONEY FROM ONLINE MARKETING (IN 5 NOT SO SECRET STEPS) JANE VORA
2. JANE VORA isdoinggood.com I help small businesses & non-profits with online marketing campaigns
3. JANE VORA isdoinggood.com I help small businesses & non-profits with online marketing campaigns @janeeats
4. STEP 1: DEFINE YOUR GOALS
5. WHAT DO YOU WANT TO ACHIEVE?
6. WHAT DO YOU WANT TO ACHIEVE? • Spread Your Message: Increase awareness of your organization • Make Money: Increase sales, leads, donations, grants • Customer Support: Increased interaction with members, individual donors, & sponsors
7. STEP 2: EVALUATE YOUR WEB ASSETS
8. CAN PEOPLE FIND YOU?
9. CAN PEOPLE FIND YOU? • Search Engine Optimization: Check out websitegrader.com • Search Engine Marketing: Pay-per-click Sponsored Search • Affiliate Links: Ask partner organizations to link to your site
10. DO THEY WANT TO STAY?
11. DO THEY WANT TO STAY? • Aesthetics: Is your website ugly? • Navigation: Is it easy to find things? • Content: Do you provide useful information?
12. WHAT DO YOU WANT YOUR TARGET AUDIENCE TO KNOW? You Target Audience Image Source: http://theoatmeal.com/comics/design_hell
13. WHAT DO YOU WANT YOUR TARGET AUDIENCE TO KNOW? • Tell Your Story: Who are you helping? Tell how your organization meets needs of under served communities. • Act as a Stand Alone Sales Force: What do you have to offer? Why should they buy? How does it benefit your target audience? You Target Audience Image Source: http://theoatmeal.com/comics/design_hell
14. WHAT DOES YOUR TARGET AUDIENCE WANT TO KNOW? You Target Audience Image Source: http://theoatmeal.com/comics/design_hell
15. WHAT DOES YOUR TARGET AUDIENCE WANT TO KNOW? • Be a Resource: Give them a reason to come to your site. Offer useful, helpful information. • Resources for the media: Make it easy for bloggers, magazines, newspapers, etc. to feature your story. Provide press releases, high-resolution logos, images, etc. You Target Audience Image Source: http://theoatmeal.com/comics/design_hell
16. EXAMPLE: COMMUNITY FAMILY CENTERS
17. EXAMPLE: COMMUNITY FAMILY CENTERS • Present the Need: Why should they donate? • Services: How does CFC meet that need? • Success Stories: Why should they donate? • Future Goals: Help CFC better serve the community • How CFC Benefits the Community: Why should they donate? • Program Costs: Where does the donation go?
18. STEP 3: SELECT YOUR TOOLS
19. FACEBOOK: 400 MILLION ACTIVE USERS Source: http://www.facebook.com/press/info.php?statistics
20. FACEBOOK
21. FACEBOOK • Events: Promote & Manage Events (Follow Up) • Pictures: Tag People in Event Pictures • Updates: Wall Posts (Offer Incentives: Free Gifts, Discounts, Prizes, Contests, Get More Fans) - UPDATE OFTEN
22. TWITTER: 75 MILLION USERS Source: http://thenextweb.com/socialmedia/2010/01/26/15-million-active-twitter-users/
23. TWITPICS @charitywater
24. RESOURCES @smashingmag
25. SPECIAL OFFERS @macheist
26. YOUTUBE: 5.2 MILLION VIEWS PER MONTH Source: http://adage.com/digital/article?article_id=135187
27. YOUTUBE
28. YOUTUBE • Commercials • Interviews • Program Overviews • Tutorials
29. RESEARCH THESE
30. RESEARCH THESE • E-mail Marketing • Blogging: CopyBlogger.com • Podcasts • LinkedIn • Flickr
31. STEP 4: TRACKING RESULTS
32. FREE TRACKING TOOLS
33. FREE TRACKING TOOLS • Website: Google Analytics • Facebook: Insights • Twitter: Twitalyzer • Blog: Post Rank • Links: Bit.ly
34. STEP 5: PROMOTE YOUR SITE
35. FREE WAYS TO PROMOTE YOUR SITE
36. FREE WAYS TO PROMOTE YOUR SITE • Get Indexed: Submit site to search engines • Google Maps: Free to submit site • Yahoo! Local: Free to submit site • Industry Related Directories • YouTube Videos: increase bandwidth with YouTube NPO program • Google AdWords: Could be free for NPOs via Google Grants
37. THANKS! JANE VORA ISDOINGGOOD.COM