1 @bcdcideas content marketing for nonprofits werk! make your content
TRANSCRIPT
1@bcdcideas
Content Marketing for Nonprofits
WERK!Make Your Content
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Who We Are
• Full service communications & fundraising agency that works exclusively with nonprofits across the country
• 12+ years of dedicated nonprofit experience paired with 7+ years of corporate advertising experience
Some of our Awesome Clients:
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Nonprofit Communication
s
Media Relations
Social Media
Branding
Messaging
Campaigns
Strategy & Planning
Websites
Videos
Graphic Design
Fundraising
Campaigns
Trainings
Market Research
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this all about getting the most SPREAD from your content
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make one piece of content do many things
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“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
What is Content Marketing?
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Surround Sound Approach
AudienceMedia Relations
Social Media
Newsletters
Annual Report
Brochures
Website Blog
Videos
Direct Mail
Donor Touches/Letter
s
Events
Advertising
ACTION
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Rules of Surround Sound Approach
1.Strong Call to Action
2.Strategic Approach
3.Time Block the Campaign
4.“Home Base” for Content = YOUR WEBSITE
5.Repeat the Same Message, Many Times
6.Measure Results
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How much is TOO much of a good
thing?
Let’s talk Effective Frequency
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Effective Frequency
“The number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful.”
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How Much is Too Much?
A Person Needs to Hear/See a Message 7 Times to Take Action
BUT...the Internet changed EVERYTHING
Effective Frequency on mobile for brand far higher than most expect: 20 to 25 re-targeted impacts to drive intent based on @qriously study
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It’s Easy to Get to This Frequency
Content: Local Nonprofit Starts New Program Promo on Home Page
eNewsletter
Facebook x3
Twitter x5
Announce it at the next Volunteer Lunch/Board Meeting
Pitch to the Local Paper
Frequency = 12
Effective Frequency: 5 MILLION TIMES!
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Communicating is HARD
Tactic Average Rate
eNewsletter Open Rate 25%
Organic Reach of Facebook Post 10%
Paid Reach of a Facebook Post 25%
Direct Mail Response 4.4%
Engagement with Web Content 5%
Read a Whole Article/Blog Post 31%
Attend an Event 30-50%
Completion of a Survey – external 10-15%
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people are not like elephants – they forget
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GOAL: get 1 sassy comment about your content
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Moves Like Jaggar
Content for Your Content Marketing
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Types of Content
Web PageBlog PostPhotoVideoEventMicro Site
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Make It Work!
Blog Post
Social
Facebook 2x
Twitter 5x
Pinterest 1x
Instagram 1x
Supporter Communications Newsletter
Fundraising
Donor Touch
Annual Report
Board Report
1 Blog Post
=
12 Hits
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Make It Work!
Video
Social
Facebook 2x
Twitter 5x
Pinterest 1x
Instagram 2x
Supporter Communications
Newsletter
Volunteer Recruitment
Introduction to the organization
Fundraising
Donor Touch
Foundation Touch
Gala/Fundraising Event
Board Report
Partner Communications
Spread on their channels
1 Video =
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Hits
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Measure!!!
Love Your Marketing Analytics Tools! They are your friends!Google Analytics
Facebook Insights
Twitter Tools
eNewletter Analytics
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Facebook Post Analytics
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Google Page Analytics
FB Share722 Reach59 Likes
FB Share1,553 Reach
103 Likes
eNews 13K Reach – 138
Clicks+
FB Share1,307 Reach - 106
Likes
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Google Traffic Sources
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Formula to Success
Create content
Plan where it can be distributed
Implement + note rough patches
Measure Results
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CASE STUDY: it worked for birds & it’ll work for you
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Case Study:Audubon NC Bird Friendly Communities
Increase number of individuals taking bird-
friendly actions on a local level
Nest Boxes for Nuthatches
Point of Sale
Fact Sheet
Blog Posts
Social
Webpage
Video
Media Relations
Annual Report
Native Plants
Brochures
Web Page
Blog Posts
Social
Video
Grant Event
Media Event
Bird-Friendly Families
Blog Posts
Media Relations
Lights Out North Carolina
Web Page
Blog Posts
Partner Relations
Media Relations
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Case Study:Audubon NC Bird Friendly Communities
It Worked! 960,000 impressions from 15 media placements
68,000 Facebook users reached from 60 BFC related posts
15,000 website views
7,000 nest boxes distributed in 2014
3,600 blog views
2,000 video views
600 e-news sign ups
Annual Survey included open comments about both Brown-headed Nuthatch and bird-friendly plants
Total Impressions: 1,048,600
Total Actions: 7,600+
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Now You Try
Use your worksheet to plan how you’ll promote 1 piece of content
Work with your table to identify other ways to get your content even further
Person with the furthest reach wins a prize!
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Content: BC/DC Ideas Lands White
House as Client!
Social
Facebook ___x
Twitter ___x
Pinterest ___x
Instagram ___x
Other __________ ___x
Supporter Communications
Newsletter ___x
Volunteer Recruitment ___x
Introduction to the organization ___x
Website ___x
Other __________ ___x
Fundraising
Donor Touch ___x
Grant Funder Touch ___x
Fundraising Event ___x
Board Report ___x
Direct Mail ___x
Other __________ ___x
Media Relations
Local ___x
State ___x
National ___x
International ___x
Bloggers ___x
Trade Pubs ___x
Other __________ ___x
Partner Communications
Social share ___x
Include in thier eNews ___x
Add to thier website ___x
Other __________ ___x
Content: BC/DC Ideas Lands White
House as Client!
Social
Facebook 5x
Twitter 10x
Pinterest ___x
Instagram 3x
Other __________ ___x
Supporter Communications
Newsletter ___x
Volunteer Recruitment ___x
Introduction to the organization ___x
Website ___x
Other __________ ___x
Fundraising
Donor Touch ___x
Grant Funder Touch ___x
Fundraising Event ___x
Board Report ___x
Direct Mail ___x
Other __________ ___x
Media Relations
Local ___x
State ___x
National ___x
International ___x
Bloggers ___x
Trade Pubs ___x
Other __________ ___x
Partner Communications
Social share ___x
Include in thier eNews ___x
Add to thier website ___x
Other __________ ___x
Content: BC/DC Ideas Lands White
House as Client!
Social
Facebook 5x
Twitter 10x
Pinterest ___x
Instagram 3x
Other __________ ___x
Supporter Communications
Newsletter 3x
Volunteer Recruitment ___x
Introduction to the organization
1x
Website 1x
Other – Pitch Decks 1x
Fundraising
Donor Touch ___x
Grant Funder Touch ___x
Fundraising Event ___x
Board Report ___x
Direct Mail ___x
Other __________ ___x
Media Relations
Local ___x
State ___x
National ___x
International ___x
Bloggers ___x
Trade Pubs ___x
Other __________ ___x
Partner Communications
Social share ___x
Include in thier eNews ___x
Add to thier website ___x
Other __________ ___x
Content: BC/DC Ideas Lands White
House as Client!
Social
Facebook 5x
Twitter 10x
Pinterest ___x
Instagram 3x
Other __________ ___x
Supporter Communications
Newsletter 3x
Volunteer Recruitment ___x
Introduction to the organization
1x
Website 1x
Other – Pitch Decks 1x
Fundraising
Donor Touch ___x
Grant Funder Touch ___x
Fundraising Event ___x
Board Report ___x
Direct Mail ___x
Other __________ ___x
Media Relations
Local 2x
State 1x
National 3x
International ___x
Bloggers 3x
Trade Pubs 3x
Other __________ ___x
Partner Communications
Social share ___x
Include in thier eNews ___x
Add to thier website ___x
Other __________ ___x
36 Hits!
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Questions & Reflection
@bcdcideas