Using Digital Media to Cultivate and Collect. Melissa Harrison CEO, Allee Creative

Transcription

1 Using Digital Media to Cultivate and Collect Melissa Harrison CEO, Allee Creative

2 Melissa Harrison CEO, Allee Creative Mother of 4. Business owner. Marketing professional. Content creator. Strategist. Business consultant. Gen Xer.

3 Some of our issues So much to do. So little time.

4 The issues: Right now, we are managing 4+ generations in the workforce which has an effect on nonprofits (because this also means 4 generations of donors). Nonprofits (and associations alike) continue to struggle with membership and donor engagement and the right strategy to entice everyone at all stages. Digital marketing strategies can be critical in order to sustain nonprofits, but limited resources don t always make this a priority/possible.

5 Why digital scares us: Not sure how to measure effectiveness Inability to produce relative, timely, enough and/or engaging content Lack of budget We want to protect everything that donors/members get with their donations/annual dues/etc.; not willing to give content away for free.

6 Don t think free, think thought leadership, relationships and trust. Google and Facebook will beat your nonprofit every time when it comes to answering questions and pain points that your donors, members or constituents have get ahead of them by creating content that you are willing to share with anyone who can find it in order to set yourself apart, be a go-to resource, build trusting relationships and share your story.

7 Be OK giving away: Blog articles Social media posts Podcasts Membership to LinkedIn group(s) General announcements and mailings Invitations to Twitter chats, Facebook Live, etc. Limited amount of in-person events* * Not free per say, but do open up some events to include nonmembers/nondonors

8 Donor or member-only pieces: Printed newsletters newsletters Customized community forums Website with additional (member-gated/donorgated) content for download Mentoring programs The majority of in-person events * Not free per say, but do open up some events to include nonmembers/nondonors

9 Be careful what is categorized as a donor (or member) benefit. Networking alone is not a benefit. Connecting with your organization on social media is not a benefit. Most digital channels and tactics are not benefits; they re a means to reach your constituents on their time with information they want. Have a true understanding of why donors give and what members want. They can get content anywhere and there are myriad of organizations to contribute to why will they come to you?

10 Here s what we know Information about our donors about people.

11 The average smartphone user touches his/her phone 2,617 times a day (up to 5,000 times a day!) and spends over 2 hours browsing it.

12 46% of Americans check their phones as soon as they wake up. and social media Source: are ReportLinker the first apps opened.

13 70% of people feel closer to an ORGANIZATION as a result of content marketing.

14 Female Donors vs. Male Donors Source: 2018 Giving Report, Nonprofit Tech for Good.

15 Millennials Gen X Baby Boomers Source: 2018 Giving Report, Nonprofit Tech for Good.

16 Important distinction for major donors $10,000 USD or more Social media is the least effective channel to inspire your major donors. They are most inspired to give by: 33% Direct Mail/Post 22% Website 17% Social Media 13%

17 In North America Of those inspired by social media, the following are the order of the most impactful channels: Facebook 51% Instagram 15% Twitter 15% Messaging apps (.04%), text messages (1%) and phone calls (2%) are the least inspiring.

18 Digital marketing Content focused with your end-users in mind.

19 Content marketing It s still the name of the game. Don t start with your agenda and objectives, start with your audience s needs. INFORMATIVE EDUCATIONAL ENTERTAINING INSPIRATIONA L

20 Content marketing is the creation of relevant content that provides value to your members/donors/audience by engaging them, providing answers to their pain points and, ultimately, driving action.

21 Decide: What do you want to accomplish? Community engagement and education? Increased loyalty/recurring donations/members? Organization/brand awareness? Program recruitment? Employee recruitment/retention? Your marketing goals should directly support your organization s business goals.

22 It s more than social media Your digital strategy needs to include: Website content and landing pages Blog posts and articles newsletters Webinars White papers, ebooks, guides Infographics and other visuals Interactive media such as videos, surveys, etc.

23 Content ideas Create engaging content year-round.

24 Content ideas Think of ways to tell your organization s story year-round Use webinars and online videos to showcase expertise, share a story or provide education Comment and engage online during other special events, major news, etc. (not just your news) Write an A-Z guide for your cause/org Ask recipients, members or those positively affected to share their story/give testimonials

25 Content ideas (cont.) Tell the world about an employee, member, donor/sponsor who went above and beyond (print is not dead!) Celebrate awards. Create video(s) to tell your organization s story (i.e.: Can even produce weekly 1-min tip videos) Use infographics to showcase the impact of dollars raised (i.e. $5 provides X to Y)

26 Don t reinvent the wheel Use content you already have (content audits are a great way to start!)

27 Repurpose what you already have Use content from your blog/landing pages in print, snippets on social media, video clips, etc. Use testimonials in more ways than just online (think images on social, voiceovers for video, as call-outs in annual reports and brochures) Use verbiage from grant applications or other internally-produced documents Repurposes your top-performing blasts Use printed materials in snippets across digital Ask your donors! Don t be afraid of surveys or user-generated content and info.

28 Always cross promote Take one idea across all channels

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30 Paid vs. organic content When dealing with digital, always plan for paid campaigns A study by Go-to-Market Strategies suggests that about half of for-profit companies spend 6% of their revenue on marketing. Another study estimates that it s closer to 10% for most companies (and closer to 3% for nonprofits).

31 How do we put it into action? Year-round sponsor and donor cultivation

32 UMSA Upper Midwest Security Alliance

33 WebTracks UMSA Foundation Secure360 Twin Cities Student360 Cultivating Cultivating Cultivating Cultivating Sponsors Donors Sponsors Sponsors Attendees Attendees Attendees Channels Channels Channels Channels Website Website Website Website FB, TW, LI FB, TW FB, TW, LI, Insta FB, TW, LI, Insta Paid social Paid social Paid social Board involvement Committees Print Guest blog posts Guest speaking Committees Print In-person cultivation Guest blog posts Guest speaking Education + Events + Scholarships + Foundation

34 How do we stay organized? Content calendars will be your best friend.

35 Lay out the plan Any easy one-page approach to get started. Objectives and goals Metrics for success Target audience/personas Topics list Channels and frequency Calls to action Budget Timeline

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38 Closing remarks Take it all in. Start small and grow.

39 Be OK with no. For some of us, saying no is harder than for others. Many times it comes down to personality types, control, the fear of disappointing others or not being in with the newest gadget. The same holds true in marketing. Just because it is shiny and new does not mean you need to do it. Think about your audience. Always. Don t reinvent the wheel if the one you have is working.

40 At the end of the day Engage your sponsors/donors/members your audience by creating a digital marketing plan with content that is about THEM. Make it STICKY. Make them see you as a RESOURCE and as a supportive organization throughout the year.

41 If failure is not an option, neither is success. -Seth Godin

42 Thank you! For additional contact information and resources: Phone: (763) Web: on the following: Facebook Twitter Instagram LinkedIn