web content strategy for nonprofits -- adrp 2014

Content Strategy for Nonprofits

Caryn SteinNetwork for Good

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• What is content strategy?• Why does it matter for your

organization?• How to plan for your audience and

goals• The right and wrong way to create

and distribute your content• Some examples and ideas

Let’s do this!

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So, what the heck is content strategy?

Source: Kelly Kingman

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Why?

Source: News360.com

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Do you have a documented content strategy at your organization?

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Quick poll

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Survey says:

Source: Content Marketing Institute#ADRPConf

What are your biggest challenges when it comes to content at your organization?

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Quick poll

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8Source: Content Marketing Institute

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So how do you do it?

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• Who is our audience?• What are our goals?• What content do we already have?

What do we need to create?• How will we store and distribute our

content?• When and how frequently?• Who is responsible?

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First, think about these questions

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Target Audience

• Research and data

• News• Unmet need

stories• Advocacy

alerts

Prospects

• Testimonials/endorsements

• Unmet need stories

• Research and data

• Event spotlight

First-Time Donors

• Testimonials• Case studies• Welcome

series• Success

stories

Recurring Donors

• Impact updates

• Case studies• Success

stories• Support/FAQs• Donor

spotlight

And so on…

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Target Audience

• Research and data

• News• Unmet need

stories• Advocacy

alerts

Prospects

• Testimonials/endorsements

• Unmet need stories

• Research and data

• Event spotlight

First-Time Donors

• Testimonials• Case studies• Welcome

series• Success

stories

Recurring Donors

• Impact updates

• Case studies• Success

stories• Support/FAQs• Donor

spotlight

GoalDrive email signupsIncrease traffic to site

GoalsIncrease event registrationsAcquire new donors

GoalsRetain donorsImprove donor sentimentIncrease repeat gifts

GoalRetain donorsIncrease average gift size

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Perform a Content Audit

• Inventory

• Assess

• Map

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Perform a Content Audit

Source: Business2Community

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Create Your Calendar

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Create Your Calendar

Source: Top Nonprofits

Source: Pam Moore

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Warning:

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Use What You’ve Got

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Special Report

Blog PostNewslett

er Feature

Social

Media

Social

Media

Newsletter

FeatureSocia

l Medi

a

Social

Media

Blog PostDonor Thank

YouSocia

l Medi

a

Social

Media

Impact Report

Social

Media

Social

Media

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Create or Curate?

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• Tap the news cycle• Be ready to adapt• Create seasonal hooks/create your

own events• Measure and track to find out

what works• Have a process for soliciting and

receiving content

More Pro Tips

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Source: http://www.2-harvest.org/news/

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Source: http://www.cfsbny.org/get-involved/donor-spotlight.aspx

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Source: http://www.sacramentofoodbank.org

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Source: http://www.thecontributor.org/featured-vendor/

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Source: http://wish.org/wishes/wish-nation-blog

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Source: http://www.legacy.vg/villanova/giving/3.html

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• Set clear, well-defined communication goals, then map your content efforts to them

• Have a process – and a schedule

• Understand what goes where

• Measure, track, and learn

• It’s ok to start small

Remember…

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Free Guides

Storytelling for Nonprofits:http://bit.ly/NFGStorytelling

How to Make the Case for Giving:http://bit.ly/Case4Giving

101 Social Media Posts for Nonprofits:http://bit.ly/101SocialPosts

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