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Marketing & Media Relations for Nonprofits andrew heilman @tahoedrew

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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

Facebook

LinkedIn

Photos

Video

Podcasts

Video Podcasts

Twitter

Twitter

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