A Guide to Great Nonprofit Marketing

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1 A Guide to Great Nonprofit Marketing Slides: npmg.us/notes Kivi Leroux Miller President, Nonprofit Marketing Guide.com 1

2 Lack of time and competing priorities are consistently the top challenges identified by nonprofit communications pros. 2

3 Option A: Head Down on Today s To-Do List Option A: Keep Running as Fast You Can, Unsure You Are Getting Anywhere 3

4 Option B: Take the Long View Option B: Get a New ATTITUDE. Embrace Your Media Mogul Status 4

5 1. Understand what s really going on out there. 2. How to ground yourself using 3 strategic marketing questions. 3. How to make it all come together. Nonprofit Marketing Trends 2015 What to embrace and what to ignore 5

6 Want to take the 2016 survey and get the free report? npmg.us/2016 6

7 Use your cards to share your opinions. Also use them to take notes today! 7

8 Past Will these trends continue on? 2-3 Year Communications Plans are standard. 8

9 2-3 Year Communications Plans are standard. Things are changing too fast. Plan months out, with editorial calendaring 3-6 months at a time. The average length of written content is words. 9

10 The average length of written content is words. Shorter content wins except when it doesn t (Fans and Google like depth and details). Present 10

11 Let s start with communications channels... The frequency of direct mail appeals is going down. 11

12 The frequency of direct mail appeals is going down. They are going up in 2015, after no significant differences from One third of nonprofits will not send a print newsletter at all. 12

13 One third of nonprofits will not send a print newsletter at all. 32% of nonprofits will not send a print newsletter at all in The frequency of appeals is going up. 13

14 The frequency of appeals is going up. Yes, this year, after no significant differences in Most nonprofits send an e-newsletter quarterly. 14

15 Most nonprofits send an e-newsletter quarterly. 62% of nonprofits will send an e-newsletter at least monthly. open rates for nonprofits are falling. 15

16 Mrbenchmarks.com Nonprofit communicators spend most time on Facebook, e-news, and PR. 16

17 Nonprofit communicators spend most time on Facebook, e-news, and PR. These tasks are consistently the most time-consuming. Fear of failure and lack of buy-in from managers are major challenges. 17

18 Fear of failure and lack of buy-in from managers are major challenges. These are actually least challenging. Lack of time and budget, and inability to measure effectiveness are biggest challenges. Now let s talk about goals... 18

19 Donor retention is overtaking donor acquisition as a top priority. Donor retention is overtaking donor acquisition as a top priority. Yes, finally, for the first time since

20 Exec Dirs, Comm Dirs, and Dev Dirs generally agree on importance of retention. Who believes donor retention is a top 3 goal? Development Directors 94% Executive Directors 60% Communications Directors 36% 20

21 Exec Dirs, Comm Dirs, and Dev Dirs generally agree on importance of general brand awareness. Who believes general brand awareness is a top 3 goal? Development Directors 25% Executive Directors 42% Communications Directors 68% 21

22 Not a Surprise, Really. But Few Orgs Talk About It Openly. Your Goals Change Based on Your Job Title! Millennials see their time, money, and network as having equal value. 22

23 Millennials see their time, money, and network as having equal value. And their social clout and cultural influence are very likely more valuable to you than their money. (Source: Achieve s Millennial Impact Report) Future In the next three to five years 23

24 Your website management skills will determine your success online. Your website management skills will determine your success online. It s the only real estate you really control, and like a homeowner, you are expected to maintain it well. 24

far more important now, but this is one to

25 Nonprofits will be expected to have apps. Nonprofits will be expected to have apps. Mobile/responsive websites and s are far more important now, but this is one to watch. 25

26 Print will die as a major communications channel for nonprofits. Print will die as a major communications channel for nonprofits. It will be at least 20 years before that happens, if it ever does. 26

communications team Communications staff experience, salary, confidence

27 New Questions for Posting frequency for various social media sites Size of communications team Communications staff experience, salary, confidence levels, job satisfaction Take the survey: npmg.us/2016 Three Marketing Questions You Should be Asking and Answering All the Time 27

28 Who are we trying to reach? (Who cares?) What s our message to them? What do we want them to do and why should they? (So what?) What s the best way to deliver that message to those people? Who? Forget the general public. flickr.com/photos/stopdown/

29 Target People Who Lean Your Way How to target communications Geography (e.g., in a certain neighborhood) Behaviors (e.g., only votes in Presidential years, opens newsletter) Interests (e.g., which programs) 29

30 Message? Make everything they see from you relevant to them! We Get You! Boring Nonprofit Boring Nonprofit Boring Nonprofit Boring Nonprofit Boring Nonprofit Boring Nonprofit Clear, Specific and Limited Calls to Action 30

31 ASK! Give them opportunities to participate so they feel included. THANK! Make them feel appreciated. 31

32 REPORT! Make them feel in the know. npmg.us/6r (no www) 32

33 Delivery? Pick the best communication channels and coordinate them. It All Has to Make Sense in the Big Picture Life of Your Nonprofit. 33

34 But coordinating it all is like herding cats. Big Picture Communications Timeline Core Topics Evergreen: Perennial: Annual Color: January February March April May June July August September October November December Events or Milestones Out of Our Control Events or Milestones Within Our Control Main Calls to Action Story Arcs Core Topics 34

35 What things happen every year? What s the seasonal to-do list? What events, programs, or services also need to be mapped (these are largely within your control)? 35

36 What are your primary calls to action throughout the year? flickr.com/photos/pss/ What story arcs can they participate in with you? Are we there yet? flickr.com/photos/zaffi/

37 What are the core topics you want to be known for? Bad Answer! 37

Let s stay in touch! NonprofitMarketingGuide.com/blog @kivilm kivi@ecoscribe.com Fb.

38 Let s stay in touch! kivi@ecoscribe.com Fb.com/nonprofitmarketingguide Today s Slides: npmg.us/notes Kivi Leroux Miller President, Nonprofit Marketing Guide.com 38

Turning Your Giving Day into Year Round Support: Creating a 12 Month Community Engagement Plan

Turning Your Giving Day into Year Round Support: Creating a 12 Month Community Engagement Plan Slides: npmg.us/notes Kivi Leroux Miller President, Nonprofit Marketing Guide.com Nonprofit Marketing Guide.com