Interactive Marketing for Nonprofits
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The document provides a comprehensive overview of digital marketing strategies for nonprofits, highlighting the importance of user-generated content and the shift from traditional advertising to digital platforms. It discusses key concepts in pay-per-click (PPC) advertising, search engine optimization (SEO), social media engagement, and web analytics, emphasizing the need for nonprofits to adapt and leverage digital tools effectively. Additionally, it outlines the process of obtaining Google nonprofit grants and successful case studies showcasing the impact of these strategies on nonprofit organizations.
![Pay Per clickWhat are the keyword matching options?Broad match: keyword Phrase match: "keyword" Exact match: [keyword] Negative match: -keyword](https://image.slidesharecdn.com/masterfinalv2-100510162729-phpapp01/85/Interactive-Marketing-for-Nonprofits-26-320.jpg)
Interactive Marketing for Nonprofits
- 3. WHY ARE WE HERE TODAY?Let’s try to understand
- 6. Things to Chew onYour audience wants a voiceUser Generated Content is the most influential piece of “media” you haveBest Buy is spending 20% less on TV and adding it to socialPepsi pulled out of the Super Bowl to launch Pepsi Refresh
- 7. Great digital advertising uses brand behaviors to inspire consumer behavior.
- 8. In 8 ideasDigital marketing
- 9. Digital isn’t about technologyFirst:
- 11. IF YOU CAN’T BE A DIGITAL NATIVE, BECOME A DIGITAL IMMIGRANT
- 12. Create Ideas that generate content, allow audience to be a part of storyThis should be the fun part:
- 14. Be simple, be magical, never stop playingHere are the nice warm and fuzzy words:
- 16. Leverage existing behaviorCrowd sourcing doesn’t have to suck…a.k.a….
- 18. Master conversation strategyThis takes significant time:
- 20. Expect PainI know you probably don’t want to hear this but,
- 21. NONPROFIT ONLINE MARKETINGPay Per Click
- 22. Pay Per clickWhat is Pay Per Click?Pay per click (PPC) is the pricing structure used by search engines to charge an advertiser each time a user clicks on the advertiser's ad.The amount is usually set by the advertiser, not by the channel.PPC lets you reach the right customers at the right time, shows success metrics almost instantaneously and provides actionable data for optimization efforts.
- 23. Pay Per clickWhat basic terminology should I know?KeywordsImpressionsClicksClick Through Rate (CTR)Cost Per Click (CPC)Match TypesQuality ScoreBidsConversionsConversion Rate
- 24. Pay Per clickHow do I create my keyword lists?ResearchSite contentMajor categoriesCompetitorsExpandBuild on major categoriesUtilize keyword tools (https://adwords.google.com/select/KeywordToolExternal) Include as many relevant keywords as possibleCompetitor keywordsNiche areasSeasonalTargetUse proper match types
- 25. Pay Per clickHow do I create my keyword lists?ScrubFilter through your keyword lists to eliminate irrelevant termsGroupOrganize your keywords in thematic clustersKeywords should be grouped with ad copy in mindRelevant keywords with targeted adsRinse and RepeatKeyword development is ongoingSearch Query ReportGoogle Opportunity Reports
- 26. Pay Per clickWhat are the keyword matching options?Broad match: keyword Phrase match: "keyword" Exact match: [keyword] Negative match: -keyword
- 27. Pay Per clickHow do I structure my campaigns?Account LevelCampaign LevelGeo-TargetingSearch vs. ContentMajor CategoriesAd Group LevelSpecific Keyword GroupTight ThemesCustomize Ad CopyClosely related ad text matching your specific keyword groups.
- 28. Pay Per clickHow do I create effective ad text?Create simple, enticing adsUse a strong call-to-actionInclude your keywords in your ad textChoose the best landing pageTest multiple ads in each ad group
- 29. Pay Per clickHow do I control the cost of my campaigns?Keyword BiddingControl the cost you are willing to pay per clickMax CPC*Note: Google Grant campaigns cannot exceed a max CPC of $1.00.Daily Budget CapsControl the amount you are willing to spend per day
- 30. Pay Per clickHow do I target the right audience?Geo-targetingCountryStateCityCustomAd SchedulingDay PartingTime Parting
- 31. Pay Per clickWhat type of distribution should I use?Google Search/Search Partners
- 32. Pay Per clickWhat type of distribution should I use?Google Content NetworkNote: Not available for Google Grant Funds.
- 33. Pay Per clickHow do I improve / optimize performance?Conversion GoalsGoals should be measurable and have an associated monetary valueDonationsVolunteer Signups NewslettersBid ManagementKeyword specific bidding strategies based on accumulated dataConversion RatesMaximize traffic within funds
- 34. Pay Per clickHow do I get a Google Nonprofit Grant?
- 35. Pay Per clickHow do I get a Google Nonprofit Grant?EligibilityAvailable to 501(c)(3) certified nonprofit organizationsOrganization include those serving the arts, education, health, science, technology, and volunteeringRestricted organizations include those selling goods/services, community groups (clubs, sports teams), and religious groupsBenefitsA grant of $10k per month to be used within the Google Adwords programGoogle Checkout ™ (Donation) button available to certified nonprofitsLimitationsGoogle Content Network unavailable
- 36. Max bid of $1.00 per keywordNONPROFIT ONLINE MARKETINGSearch Engine Optimization
- 37. What is SEO?“Search Engine Optimization is the process of improving the volume or quality of traffic to a web site or a web page from search engines via “natural” or un-paid search results.”
- 38. “70% of search engine users choose to visit websites that appear in the top 10 organic results.”-Forrester researchMapsPPCOrganic
- 39. Step 1: Choose your keywords@tarla // @Location3 // #L3Mnonprofit
- 40. How do I choose keywords?“urban scholarship programs”1. Determine pages relevant for SEO2. Select keywords for each page3. Research variations4. Pull and compare data5. Choose 2-4 keyword per page“education nonprofit organization”“giving to the arts” “performing arts donations”
- 41. Step 2: Benchmark@tarla // @Location3 // #L3Mnonprofit
- 42. What data should I benchmark?Data from analytics:organic visits
- 45. non-branded organic conversionsData from the search engines:number of backlinks
- 46. current positions on keywordsStep 3: Optimize your website
- 47. How do I optimize my website?URLs
- 48. Titles
- 50. Meta Keywords
- 51. Content
- 52. Internal LinkingStep 4: Link Building@tarla // @Location3 // #L3Mnonprofit
- 53. What is link building? Acquiring links from relevant sources (websites/blogs) that direct back to your site, preferably with a chosen keyword in the anchor text.Why do we need to link build? The search engines (Google in particular) see these links as “votes” for a website, so the more links from high quality, relevant sites, the higher the site will rank.
- 54. How do I link build?Submit to online directories:Business.com
- 55. Best of the Web
- 57. DMOZContact partners, affiliates and other organizational relationships.
- 58. What types of links are available?SidebarImageIn Content
- 59. Step 5: Content
- 60. What content do I need to create?Content for the site
- 61. Press releases
- 62. Articles
- 63. Blog!!!What do I do with the content?Post on your website
- 64. Post on others websites/blogs
- 65. Article and press release syndication sites
- 67. Social news and bookmarking sites
- 68. Blog!!!Step 6: Reporting@tarla // @Location3 // #L3Mnonprofit
- 69. What data is important to SEO?Keyword positions
- 70. Organic traffic by keyword and keyword groups
- 71. Total organic non-branded trafficFree ToolsKeyword Search Volume:Google Adwords External ToolKeyword Variations:Google Adwords External ToolSearch queriesGoogle Suggested searchCheck Backlinks:Yahoo! Site ExplorerWebsite Reporting:Google AnalyticsGoogle Webmaster ToolsMSN Webmaster Center
- 72. NONPROFIT ONLINE MARKETINGSocial Media@angiepascale // @Location3 // #L3Mnonprofit
- 73. @angiepascale // @Location3 // #L3Mnonprofit
- 74. @angiepascale // @Location3 // #L3Mnonprofit
- 75. Create a Fan Pagenot a Group@angiepascale // @Location3 // #L3Mnonprofit
- 76. Create a branded vanity URL@angiepascale // @Location3 //#L3Mnonprofit
- 77. Customize your Fan Page with apps, Static FBML, boxes, etc.@angiepascale // @Location3 // #L3Mnonprofit
- 78. Ask questions in status updatesEngage fans and encourage conversationsStart discussionsPoll/survey fans@angiepascale // @Location3 // #L3Mnonprofit
- 79. Twitter is a two-way conversation, not a monologue@angiepascale // @Location3 // #L3Mnonprofit
- 80. Build followers by following relevant, interesting people@angiepascale // @Location3 //#L3Mnonprofit
- 81. Ask & answer questionsRT generously Compliment others @angiepascale // @Location3 // #L3Mnonprofit
- 82. Don’t be like Augustus;Social mediaTwitterUse moderation@angiepascale // @Location3 //#L3Mnonprofit
- 83. Join YouTube’s Nonprofit Program@angiepascale // @Location3 //#L3Mnonprofit
- 84. Add keyword-rich title and tags@angiepascale // @Location3 // #L3Mnonprofit
- 85. Add descriptions @angiepascale // @Location3 // #L3Mnonprofit
- 86. Include branding elements in videos@angiepascale // @Location3 // #L3Mnonprofit
- 87. SOCIAL MEDIAMeasuring Success @angiepascale // @Location3 // #L3Mnonprofit
- 88. Which posts/videos had most responseWho interacted the mostBasic fan demographics @angiepascale // @Location3 // #L3Mnonprofit
- 89. Record growth of followers, fans and subscribers from month to month@angiepascale // @Location3 // #L3Mnonprofit
- 90. Decrease of negative commentsIncrease of positive comments@angiepascale // @Location3 // #L3Mnonprofit
- 91. GOOGLE ANALYTICSReferring URLsTime on Site/Bounce RateUnique vs. Returning Visitors@angiepascale // @Location3 // #L3Mnonprofit
- 92. Social mediaResourcesFacebook Fan Page Signup: http://www.facebook.com/pages
- 93. Facebook Best Practices for Nonprofits: http://www.diosacommunications.com/facebookbestpractices.htm
- 94. Facebook Vanity URL: http://www.facebook.com/username/
- 97. Google AdWords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
- 99. Bit.ly (URL shortener): http://bit.ly
- 100. YouTube Nonprofit Programs: http://www.youtube.com/nonprofits
- 101. YouTube Agent Change: http://www.youtube.com/agentchange
- 102. YouTube Video Volunteers: http://www.youtube.com/videovolunteers@angiepascale // @Location3 // #L3Mnonprofit
- 103. Nonprofit online marketingWeb Analytics@samanthabedford// @Location3 // #L3Mnonprofit
- 104. Nonprofit online marketingWhat is Web Analytics?Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. @samanthabedford// @Location3 // #L3Mnonprofit
- 105. Nonprofit online marketingWhat is the value of web analytics?The value of web analytics is undeniable.Web analytics data >> customer intelligence >> actionable insights >> improve site performance >> increase donations/volunteers @samanthabedford// @Location3 // #L3Mnonprofit
- 106. Nonprofit online marketingNewton’s Third Law of Motion - RepurposedFor every action, there is an opportunity for an intelligent reaction.@samanthabedford// @Location3 // #L3Mnonprofit
- 107. Nonprofit online marketingWeb Analytics Cycle - Prior to Data CollectionSet GoalsImplement CodeAnalyze Data@samanthabedford// @Location3 // #L3Mnonprofit
- 108. Nonprofit online marketingWeb Analytics Cycle – Once Data Is CollectingTranslate InsightsInspire VisitorsContinually Collect DataReporting@samanthabedford// @Location3 // #L3Mnonprofit
- 109. Nonprofit online marketingFree Tools@samanthabedford// @Location3 // #L3Mnonprofit
- 110. Nonprofit online marketingSOS Outreach – Analytics Success116.50% increase in visits181.48% increase in page views30.01% increase in pages per visit36.40% increase in average time on site18.91% decrease in percentage of new visits@samanthabedford// @Location3 // #L3Mnonprofit
- 111. Nonprofit online marketingSOS Outreach – Analytics Success@samanthabedford// @Location3 // #L3Mnonprofit
- 112. Nonprofit online marketingAnalytics Services – Weekly Email Reporting@samanthabedford// @Location3 // #L3Mnonprofit
- 113. Nonprofit online marketingAnalytics Services - ReportingBefore Location3 MediaSample report and results from our insightsBefore and afterPut together a basic initial look at their analytics……After Location3 Media@samanthabedford// @Location3 // #L3Mnonprofit
- 114. Nonprofit online marketingGoogle Website Optimizer (GWO)GWO is a landing page optimization platform
- 115. Lets various versions of landing page elements go head-to-head to see which combination generates the most volunteers/donations Case studyhttp://www.searchenginemarketingstrategy.com/wwcs/@samanthabedford// @Location3 // #L3Mnonprofit
- 116. Nonprofit online marketingAttention Wizard – Eye Tracking@samanthabedford// @Location3 // #L3Mnonprofit
- 117. Nonprofit online marketingCrazy Egg Heat Maps@samanthabedford// @Location3 // #L3Mnonprofit
- 118. Nonprofit online marketingGoogle Site Overlay Report@samanthabedford// @Location3 // #L3Mnonprofit
- 119. NONPROFIT ONLINE MARKETINGMobile Marketing
- 120. MOBILE MARKETINGImportance of MobileSMS available on over 98% of ALL cell phones
- 121. More than 100 billion SMS sent monthly
- 122. 93% of adults ages 18 - 29 now have a cell phone
- 123. 250 million American mobile customersDonations via SMS have generated more than $1 million in $5 gifts alone.Source: Pew Internet Research, 2008 & 2009
- 124. MOBILE MARKETINGImportance of MobileTypical U.S. text messenger: 38 years old
- 125. 51% female
- 126. Sends/receives 357 text messages per monthSource: Pew Internet Research, 2008 & 2009
- 127. MOBILE MARKETINGHaiti Case StudyJanuary 12 Earthquake hitsJanuary 13 Text HAITI SMS campaign debutsJanuary 13 $1.5MJanuary 14 $4.7MJanuary 17 $20M
- 128. MOBILE MARKETINGSmaller Mobile Giving ProjectsmGive’s Keep a Child Alive – Text ALIVE to 90999St. Jude Children’s Research Hospital – Text HOPE to 90999NASCAR Foundation – Text NASCARDAY to 90999USA Cares – Text iCare to 90999United Way – Text FIT to 864833Best Friends Animal Society– Text PETS 90999Go Red for Women American Heart Assoc. – Text HEART to 90999MADD – Text MADD to 90999
- 129. MOBILE MARKETINGMobile Giving FoundationOrganization that enables charitable giving over network of U.S. wireless carriers; they are registered in all states to accept wireless charitable solicitations
- 130. 400 nonprofit organizations running more than 800 campaigns with $5 to $10 donation pointswww.MobileGiving.orgParticipation rates range from 1.5% to over 18%
- 131. Mobile giving campaigns often outpace online donor acquisition by a 3:1 factorMOBILE MARKETINGMobile Giving FoundationWHY DOES IT WORK SO WELL?Engage many contributors in a secure manner
- 132. Fast course of action without wait or hold times
- 133. Billing is accurate because of pre-determined dollar amount
- 134. Organizations ability to see immediate results
- 135. Ability for “texters” to respond immediatelyMOBILE MARKETINGMGF – How it WorksApplication is submitted to MGF for approval
- 136. Once approved, develop campaign in conjunction with other donation strategies
- 137. Work with MGF messaging platform
- 138. Wireless carriers pass 100% of funds to MGF and MGF passes along donations to nonprofit
- 139. Costs include short-code rental, reporting, and messaging chargesMOBILE MARKETINGMGF – To QualifyMust be exempt from income tax under section 501(c)(3)
- 140. Must be listed as a soliciting charity in the state where solicitations occur
- 141. Must be in compliance with all state and federal laws
- 142. Must be operational for at least one year
- 143. For entire list of standards see: http://mobilegiving.org/Files/MGFGuidelines.pdfNONPROFIT ONLINE MARKETINGSOS OUTREACH CASE STUDY
- 144. SOS OUTREACHA Youth Development Charity
- 145. What is SOS Outreach?Headquarters: Edwards, COStatus: 501 (c)(3) Offers: Year round outdoor recreation programs to build self-esteem Total Participants: 4,500 yearly with recent merger with Meet the Wilderness3,000 through snowsports and 2,000 through adventure programsRelies on 950 volunteers annually and 500 donors to produce programs
- 146. SOS Outreach: Key Audiences
- 147. SOS Outreach
- 149. Google AnalyticsSite Usage June 1, 2009 – April 22, 2010:51,359 Visits196,939 Pageviews3.83 Pages/Visit51.17% 00:03:25 61.54% % New Visitors to the SiteVisitors Completed 2,803 goal conversions
- 150. Integrationof Social NetworkingSOS Outreach – Featured photos, videos, blogs post to Twitter using Twitterfeed.comTwitter connected to LinkedIn, MySpaceFacebook Fan Page – Posts to Twitter and MySpace Members of SOS Outreach can post content they’ve uploaded to other social networks with one click
- 151. Twitter
- 152. Twitter
- 153. Facebook
- 154. Facebook
- 155. YouTubeGoogle Checkout ™ Integration
- 156. Impact“My son has benefited enormously from participating in the SOS program. He can explore challenges and friendships in an environment free from the pressures of school, and is recognized for what he brings to the team rather than by academic standards.” “I have personally witnessed how SOS transformed the lives of countless children in the middle school where I taught as well as the high school where I currently teach. It has helped kids stay on the "straight and narrow"…kids who I could see were headed for a weak future.”
- 157. SOS OutreachP.O. Box 2020Avon, CO 81620970.926.9292sosoutreach.orgtwitter.com/sosoutreachfacebook.com/sosoutreachyoutube.com/sosoutreach
- 158. LOCATION3 MEDIA’sNONPROFIT SEMINARTwitter // @location3Email // info@location3.comPhone // 720.881.8510Facebook// facebook.com/location3mediaLinkedIn // linkedin.com/companies/location3-mediaYouTube // http://www.youtube.com/user/location3media