2010 nonprofitinstitute
TRANSCRIPT
Marketing & Media Relations for Nonprofits
andrew heilman @tahoedrew
Hi, my name is Andrew
an online-driven, communications firm
Marketing is not afour-letter word*
*for nonprofits
This is a conversation aboutnonprofits and marketing
Communications & Public Relations
Press Releases need:
• Who• What• When• Where• Why, and what’s so great about it
Visual opportunities (photo and/or video)
Journalists like:
• Events• Great stories• Trends
Tips for interacting with journalists:
• Call and follow-up• You can be a pain, just don’t be pushy or
rude• Offer your own visuals (photos and video)• Live shots and interviews
Tips (continued)
• Media partnerships/sponsorships for events
• Localize national stories• Media Familiarization Tour• Advance notification of events
(even more) Tips
• 11am to 2pm is TV’s “sweet spot” for coverage
• Is it web, print or TV “worthy”• When dealing with a crisis’ be honest• Use your website to give journalists easy
access to important and relevant information
what nonprofit marketing was
What marketing has become
Are you ready?!
We’ve undergone a paradigm shift from a BROADCAST mechanism
to a PARTICIPATION model
“Got Proof?!”
*you ask skeptically
Time to reach 50 Million users
• Radio 38 years• TV 13 years• Internet 4 years• iPod 3 years• Facebook 9 months
In 2010, Gen Y will outnumber Baby Boomers… 96% of them have
joined a social network
What does that really mean?
• Control is surrendered to those who participate
• People WILL say scary things• You can NOT control the conversation
Participation demands authenticity You need to be everywhere possible
Where is it I’m supposed to be again?
• Website• Video• Podcasts• Social Media• SEO• Email• Blog• Photo
• Mobile applications• Widgets• Infographics• Social Bookmarking• Wikis• Geo-marketing• Landing pages
Communication is influencedby those who participate,
you can NOT control it
Participation does NOTguarantee success
*More money does NOT equalbetter results
Content is King, QueenAND
the joker!
Get to a fire hose
Rules for Social Media
1. Start Early NOW! If your organization is not participating you’re behind the 8-ball, but you’re not too late. The best way to start:
LISTEN
Rules for Social Media
• Choose where to play (strategy before execution). Spend some time understanding where your potential donors are and how you can engage with them. Remember, this is about conversations and relationships. Don’t just tell your story; ask questions, inspire.
Rules for Social Media
• Build to scale. Being everywhere is not as important as being where you can put in the effort. The strategy and content is more important than the technology.
Rules for Social Media
• Let Go. That’s right, give up control to those who are willing to help you spread your message.
Rules for Social Media
• Expand your network. Search out others looking for your experience and expertise. Integrate online advocacy into other element of your organization
Rules for Social Media
• Think long term. This is anything but a sprint, yet nothing will be constant for long enough to complete a marathon.
Confused yet?
Social Media
• Networking• Blogs• Video• Bookmarking• RSS• Widgets• Applications• Microbloging• Photos• Podcasts
• Wikis• SMS• Mobile• PPC (Pay Per Click)• Forums• SEO (Search Engine
Optimization)• Landing Pages• Analytics• Email
Photos
Video
Podcasts
Video Podcasts
blogs
Analytics
Social Media Impacts Consideration
• Research• Validation• Creating an emotional connection• Creating touch points• Search
ROI (Return On Investment)
• Social Media/Online Marketing has new rules, so we need new ways to measure ROI
Let’s Talk Shop Strategy
