Nonprofit Marketing - Simplified

Transcription

1 Nonprofit Marketing - Simplified Advertising, Marketing & Social Media Workshop 2018 Annual LSI Conference The Garland Hotel, North Hollywood, CA

2 Presented by: LSI Marketing Committee Members Heather Edwards Marketing Committee Chair Erika Garduño Social Media Chair Larry McGrew Advertising Chair

3 Overview of Presentation Marketing for Success Creating a Simple Marketing Plan Technology in Marketing Social Media Breakout Session Discuss Project Results Q & A Open Forum

4 Presentation Takeaways Marketing Made Easy Anyone can do it Keep it Simple Embrace Technology Social Media Works Tools and Resources Tip & Tricks

5 Advertising Marketing 3 Key Platforms Social Media

6 The 3 Core Platforms Advertising is an audio or visual form of communication that employs an openly sponsored message to promote or sell a product, service or idea. Marketing is finding or creating a market for your products and services. A nonprofit without marketing could soon be a nonprofit without a market. Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns.

7 Marketing Marketing Made Simple Advertising Social Media Success

8 Heather Edwards, LSI Vice President Educating California s Legal Support Professionals Join Legal Secretaries Incorporated Erika Garduno, Sccial Media Chair Terrie Quinton, Erika Garduno & Larry McGrew, Marketing Committee

9 Marketing Success Strategies to Help You Become a Marketing Champion

10 Why is Marketing Important? Marketing is a very important aspect in business as it contributes greatly to the success of the organization. Production and distribution depend largely on Marketing. It s the livelihood of any organization.

11 Engage Your Team Board of Directors Membership Business Partners Donors Event Sponsors Vendor Members

12 Marketing Materials Advertising Contract Business Cards Connect with LPA/LSA Flyer Donation Letter Rack Card (brochure) Reserve Table (New Members) Scholarship Letter Thank You Letter (Donation) Local Association Marketing Kit Sample Forms:

13 Time & Manpower Designate one day a week Marketing Monday Set aside 20 minutes a week Assign new members with easy tasks to get them involved No chairman? No problem delegate or create a committee

14 Creating a Plan A Simple Strategy can Create Good Results

15 Level of Comfort Design a plan that fits your needs, either small for smaller associations, or go grand for those that have the resources to Go Big Or Go Home. There is level for every association. Tailor it based on your needs.

16 Things to Include Build Your Project Plan Know your Core Audience Tell your Story Manage the Process Measure Effectiveness of the Program

17 Apply Metrics Track Progress Measure Results Evaluate Program Adjust Accordingly

18 Quick Tip #1 Use These 5 Steps to Create a Marketing Plan by Entrepreneur Media, Inc. 1. Begin with a snapshot of your company s current situation, called situation analysis. 2. Describe your target audience. 3. List your marketing goals. 4. Develop the marketing communication strategies and tactics you ll use. 5. Set your marketing budget.

19 Audience Materials Timeline Channels Survey Suggestions Simple & Sweet Outreach Campaign Measure Success Brand Story Manage Process Results Evaluate Program Tools Teams

20 Brand Analysis Logo Out of Date Apps Available Update all Marketing Materials Website/Social Media Platforms

21 Outreach Campaign One or Multiple Campaigns Identify your Mission Showcase the Value in your Programs Database of Target Audience Project Task List w/timeline Establish Goals Measure Results Make Changes if necessary

22 Donors did not like it when nonprofits use their donations for themselves (for Advertising). It was wasteful. Quick Tip #2 Why Nonprofit Advertising is Important by Jastine Lumbres Advertising was the tool nonprofits needed to gain exposure for the cause. Advertising helps attract donors, increase donations and educate. Nonprofits should incorporate advertising strategy as it will bring in more money for both the cause and their exposure.

23 Sponsor Donor Campaign Make Connection with Potential Sponsors and Donors Ask to be included in the Annual Budget (August/September) Giving Tuesday Year End Write-offs Donation Page on Website Donation Button

24 Digital Marketing Services Enlist Help w/outreach Constant Contact Vistaprint offers Digital Marketing Services

25 Quick Tip #3 Three Ways to Increase Your Nonprofit s Social Media Engagement by Marketingprofs.com 1. Develop Social Media Marketing Strategy. 2. Discover what s in it for them. 3. Follow them back!

26 Using Technology & Social Media Increasing Web Presence for Maximum Exposure

27 10 Benefits of SM Marketing A Human Face and Voice Increases Communication Pathways Boost to Brand Awareness Develop Corporate Partnerships Geographic and Demographic Targeting Improvement of SEO Status Become an Intellectual Authority in Your Niche Customers and Employees Transition to Advocates Testimonial Costs Kept Under Control Knowledge of Consumer Habits and Practices

28 Most Used Platforms Website Facebook Twitter LinkedIn YouTube

29 Social Media Use in 2018 Pew Research Center Internet & Technology Demographics and Statistics released on March 1,

30 Creating a Website Your website should be the face of your organization. The content should highlight your Mission and your Cause. Here is some information needed when creating a website: General Address Information about Organization Photos from Events Videos Helpful Links Cost Information Products/Services Personalize Domain (Optional) Need help with your website project?

31 Why Businesses Love Facebook

32 Creating a Facebook Business Page Content needed for your new Business Page: Information about your Organization Create Albums Create Events Link Your Website Appoint 2 Account Administrators Following/Liking Prospects WARNINGS: Posting using personal account or the Organization s information How much does it cost? Here is a link provided from Facebook:

33 Quick Tip #4 10 Steps to Create a Facebook Business Page (The Right Way) by Andrew Pressault Sign Up Your About Details Add a Picture Add to you Favorites Add your Audience Welcome to your Page Add Photos Add a Call to Action Review your Settings Start Engaging

34 Securing Your Social Media Accounts Company Website Account Number Login Information Password Who is the keeper of this information?

35 Quick Tip #5 Top 4 Examples of Effective Social Media Strategies for Nonprofit Organizations by Neil Patel, 1. Capturing a trending hashtag 2. Adding convenience to donations 3. Encouraging donations on the most popular platform 4. Creating a movement through Facebook profile pictures

36 Breakout Project Creating Outreach Campaigns

37 Outreach Campaign Project #1

38 Outreach Campaign Project #2

39 Advertising, Marketing & Social Media Workshop Discussion Q&A Open Forum

40 Thank You, Your LSI Marketing Team