Marketing on a Nonprofit Budget

Transcript

1. MARKETING ON A NONPROFIT BUDGET
2. INTRODUCTIONS: THE SPARK MILL
3. 3 Grab a post-it and write down three expectations or desired outcomes you have for this session – what needs to happen to make this session invaluable and worth your investment?
4. MARKETING IS… • WORDS • VISUALS • STRATEGY
5. FUNDAMENTALS
7. WHO IS YOUR BRAND?
8. WHO IS YOUR AUDIENCE?
9. •  Coverpage •  Square logo •  Twitter logo •  Online News Page •  Own your content SPEND TIME IN THE BEAUTY SALON
10. TOOLS AND TACTICS: CONTENT MARKETING MAP Content Marketing in Your Organization Where your content comes from? Ex. News, Client Stories, White Papers Where your content lives Blog, website Where your Content Flows ex. instagram, twitter, facebook., videos
11. CRISIS COMMUNICATIONS •  Be attentive, be human. •  Cut off auto schedulers •  Respond quickly. Rockstar Example @DOMVAPower
12. MEASUREMENT •  You must keep asking,
13. MEASUREMENT – 7 BASIC STEPS •  Define your goals •  Define your audiences •  Define your benchmarks •  Define your metrics, get buy in. •  Define your time and costs •  Select your data collection tools •  Collect and analyze your data then turn what you have learned into action. •  Beth Kanter, Measuring the Networked Nonprofit
14. DO YOU DIY OR HIRE? DIY HIRE Maintenance Logo New Sizes on Social Media Brand Standards Unimportant Graphics Campaign Graphics Annual Report Annual Report
15. IF DIY: BASICS OF GOOD DESIGN 1.  2-3 Fonts 2.  3-4 Colors 3.  Clean Alignment 4.  White Space 5.  Specifications •  Formats •  Distributions •  Branding Guidelines
16. BAD DESIGN
17. IMPORTANCE OF BRAND STANDARDS
18. IMPORTANCE OF EXTRAS together, marvelo Strategic Retreats Board & Organiza Marketin Sarah Milston to write: sarah@thesparkmil to talk: 804.852.6409 to browse: www.thesparkmil to visit: 1623 W. Broad Stree Sustaina The Spark Mill is a co in Richmond, VA. Our w between creativity, st services are for people desire change. We ca leap, and everything in THE SPA together, we can do marvelous things. Strategic Planning Retreats & Training Board & Team Development Organizational Development Marketing & Social Media Sarah Milston to write: sarah@thesparkmill.com to talk: 804.852.6409 to browse: www.thesparkmill.com to visit: 1623 W. Broad Street RVA Sustainability & Fundraising The Spark Mill is a consulting practice located in Richmond, VA. Our work occupies the spaces between creativity, strategy and action. Our services are for people and organizations who desire change. We can help you start, stop, leap, and everything in between. THE SPARK MILL BIO, RESUME & SUPPORTING MATERIALS SARAH MILSTON, CFRE, MPA Sarah Milston is the founder of The Spark Mill, a Virginia firm specializing in strategy and implementation work for nonprofits and small businesses. Sarah left 10 years of working with nonprofits in fundraising, marketing, and board development to build a varied and diverse consulting practice motivated by the belief that nonprofits can and do save the world. Along the way she embraced the idea that people, organizations and groups, not just nonprofits have the power and responsibility to save the world. Whether a guide, instigator, or knowledge base, Sarah is passionate about connecting the dots and giving people the right plan and tools to make stuff happen. Committed to the nonprofit sector, Sarah earned her Masters of Public Administration (MPA) from VCU and her Certified Fundraising Executive (CFRE) credentials from CFRE International. For more information visit the website at www.thesparkmill.com/who CONSULTING AND INSTRUCTOR HISTORY Sarah Milston is the Principal Consultant at The Spark Mill, LLC. She formerly was a Senior Consultant at Floricane, LLC and at DSG Consulting as well as the owner of Milston Consulting. Currently, she is an instructor for Nonprofit Learning Point (Richmond), Southside Community Partners (Tri-Cities) and Academy for Nonprofit Excellence (Tidewater) as will begin as an instructor for the Center for Nonprofit Excellence (Charlottesville) in 2014. BREADTH OF SERVICES Please see attached chart to show the breadth of services offered from strategic planning and strategy services to development and marketing and board development and retreats.
19. THE DEATH OF PRESS RELEASES
20. SOCIAL MEDIA
21. What is Your Social Media Personality 1. It’s a Conversation •  As a small business or nonprofit on social media you must dance the line between getting involved in local issues and getting too involved. 2. No more than 3 Reasons to Exist 3. Who you are on Social Media Channels should match who you are in life. •  If you are a feisty advocacy organization, your tweets/posts should be feisty and fierce. If you are a conservative and safe org. your messages should follow suit.
22. SOCIAL MEDIA PERSONALITY
23. THE BEST SOCIAL MEDIA GUIDE EVER
25. WAIT, I THOUGHT BLOGS WERE OLD NEWS
26. What makes a good blog? •  Compelling images and videos •  Links to other social media •  Minimum post of 1 per week •  Interactive in creating a community •  Entertain them! •  Calls to Action
27. MAKE IT SCANNABLE •  Lists •  Formatting •  Headings •  Pictures •  Blockquotes •  White space •  KISS http://www.problogger.net/archives/2005/08/19/writing-blog-content-make-it-scannable/
28. MAKE IT SHARABLE •  Articles with images get 94% more total views. •  Entertaining images •  Use titles and alternate text •  Are you getting pinned? Check! •  http://www.pinterest.com/source/thesparkmill.com/ http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-images-in- your-marketing-infographic/#1tbiURdlIeje1mgg.99
29. REPURPOSING CONTENT
30. Examples of Good Blogs •  recent •  Links to more info •  Links to other social media
31. TUMBLR
32. FACEBOOK NEWSFEED •  Newsfeed is no longer filled with status updates
33. AMBASSADOR CREATION •  Invite people to play •  Encourage them to share •  Make it Easy
34. See our post? What can you do to help? 1.  Click like. 2.  Better yet, comment. 3.  Even better, click the share button! 4.  The best, share this link (www.blahblah.com) on your page and challenge your friends to participate.
35. CREATE SHAREABLE CONTENT
36. INSPIRATIONAL QUOTES
37. KIDS and PETS
38. INSTAGRAM •  An instagram is worth 1000 words •  Simple tool to create useful stories and to curate content from others
39. INSTAGRAM : NPOS THAT GET IT http://www.pinterest.com/karvetski/ instagram-nonprofits-that-get-it/
40. BEST PRACTICES FOR NONPROFITS 1.  Report live 2.  Regram 3.  Add hastags to captions and like the photos of others 4.  Use third party apps •  Statigram – analytics •  Copygram – printing •  Flipagram and Slidagram 5.  One image a day 6.  Understand what makes a good instagram image 7.  Demonstrate impact, statistics in the captions
41. INSTAGRAM VIDEO •  Show Impact •  Tell Stories •  Inspire and Demonstrate Positive# Actions •  Teach Something •  Let Your Supporters Shine •  Testimonials •  Thank Supporters •  http://mediacause.org/7-ways-nonprofits-video-instagram/
42. WHAT DO YOU LOOK LIKE?
43. YOUR ITEMS •  Collateral? •  Website? •  Newsletter?
44. NEWSLETTER OPTIONS AND STRATEGIES •  Constant Contact •  Emma •  MailChimp
45. SELF AUDIT • Current State •  What do you look like? •  Tools •  Talent •  Budget •  Skills • Future State •  Needs •  Resources •  Campaigns
46. STORYTELLING
47. “People don’t share commercials, they share emotions.” Scott Stratten via FastCompany.com
48. WHY ARE STORIES IMPORTANT?
49. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) The best stories are the ones that you remember; they move you to share the story or take action. 1
50. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) People will forget what you told them. But they’ll never forget how you made them feel through stories. 2
51. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) Don’t make your story about your organization, make it about your cause and clients. 3
52. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) Pair people up with volunteer transcribers and recorders to get stories out. 4
53. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) Put your story into motion using videos. 5
54. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) All stories have a beginning, middle, and end. 6
55. TED TALKS TED TALKS: Personal Tales from the edge of life TED TALKS: How to Tell a Story
56. SECRETS FROM TED TALKS 1.  Present a Clear focused message. 2.  Keep it short and to the point. 3.  Format your presentation as a hero’s journey. 4.  The most compelling storytellers relive rather than retell a story. 5.  Use humor strategically. 6.  Master strategic silence.
57. SAD STORIES How to Look Your Best the Morning After: VIDEO
58. YOUR STORY: CHANNELING A CHAMPION •  Your Story •  What Helped •  Transformation •  What do others need? •  What is your Call to Action
59. TOOLS FOR PLANNING
60. TACTICS: EDITORIAL CALENDAR
61. USING THE CALENDAR •  Consistency is key •  Any schedule is fine, but be reliable. •  Proactive, not just reactive •  Time sensitive news is great, but plan ahead •  Track deadlines, and stick to them •  Assign and reroute if need be
63. ELEVATOR PITCH Once upon a time _____________________________ ______________. Every day, _____________________ __________________. One day __________________ _______________________________. Because of that, __________________________________. Because of that, ________________________________________. Until finally __________________________________ _____________________________________________.
64. CREATING CONTENT
65. GETTING STARTED: VISUAL STRATEGY - INPUTS Audience 1. Who are you trying to reach? 2. What type of content do they consume? 3. What level of knowledge do they have? Engagement 1. What unique value can your content provide? 2. What do you want them to do or know as a result of seeing your content?
66. GETTING STARTED: VISUAL STRATEGY: OUTPUTS Creative Strategy 1. Where does your audience spend time online? 2. Which publications can amplify your reach? Distribution Strategy 1. What unique value can your content provide? 2. What do you want them to do or know as a result of seeing your content?
67. VISUAL CONTENT CREATION 1.  Write a Creative Brief 2.  Ideate around the Brief 3.  Craft your content •  Research •  Copywriting •  Outlining •  Getting approval 4.  Design
68. WRITE YOUR OWN CREATIVE BRIEF 1.  Background Information- campaign, team, project 2.  Objective – Answer to so what? 3.  Goals – Ultimate Goal 4.  Audience – Who are you looking to reach 5.  Specifications •  Formats •  Distributions •  Branding Guidelines
69. CREATE YOUR OWN
70. FREE STOCK IMAGES •  http://list.ly/l/703
71. MAKING GRAPHICS: PICMONKEY
72. MAKING GRAPHICS: CANVA
73. EDITING ON YOUR PHONE Beautiful Mess
74. THE POWER OF VIDEOS
75. INTERNAL USES OF VIDEO MAKE PEOPLE FEEL CLOSE TO THE MISSION http://www.youtube.com/watch?feature=player_embedded&v=nbLtH0OEI_k
76. FUNNY VIDEOS END7: How to Shock A celebrity
77. You Tube - Not Just for Kids •  Use YouTube videos to bring your NPO and Company to Life •  Why? •  More than 1 billion unique visitors each month •  Over 6 billion hours of video watched each month •  Mobile makes up more than 25% of YouTube’s global watch time •  Drives engagement by bringing your non-profit to “life” •  Links •  Supports search engine optimization
78. You Tube - Not Just for Kids • How? •  Video an activity that captures the spirit of your NPO •  Provide links •  Use slideshows with music if video footage is scarce •  Measure ROI/effectiveness by measuring the # of views and comments •  Use “Insight”, a free measurement tool on YouTube, to measure HOW people are finding our content
79. http://www.youtube.com/watch?v=6YbRqOzEpsY LOCAL EXAMPLES: RVA YouTube – Tell your story
80. INFOGRAPHICS - TYPES •  How To •  Research Results •  Compare and Contrast •  Did you know? •  Demographics •  Advocacy •  Timeline •  How to Create an Infographic in 30 minutes •  http://pinterest.com/kanter/nonprofit-infographics/
81. INFOGRAPHIC MAKERS •  Piktochart •  Infogr.am •  Google chart tools •  Visual.ly •  Wordle •  Icon Archive (free icons) •  Pixlr (photo editing)
82. MAKE A PLAN • MANAGE - How will I manage marketing day to day? • CONTENT - What 3-5 kinds of content will I create? • MEASURE - How will I measure engagement? • PINPOINT -How will I differ my message from web, newsletter, and social media tools?
83. 804-852-6409 QUESTIONS NOW or LATER? to talk: 804.852.6409# to write: sarah@thesparkmill.com P /thesparkmill T @thesparkmill F /thesparkmill I /thesparkmill