interactive marketing & online advertising for the nonprofit industry: an introduction to what...

INTERACTIVE MARKETING AND ONLINE ADVERTISING FOR THE NON-PROFIT INDUSTRY: AN INTRODUCTION TO WHAT YOU NEED TO KNOW

TP2010Tweeting today?

Your presenters...

Shannon Pitt – [email protected]

Heather Tallent – [email protected]

Follow us as...@hjcnewmedia

mailto:[email protected]

mailto:[email protected]

What you’ll learn

• The main placements on the online media plan.

• What the buyer and planner at your agency looks for and builds for you.

• How you can take the tools we use and run!

• Case study: We’ll talk the talk and walk the walk.

Online Marketing Strategy: Where do I start?!

• Campaign Prerogative– Branding?– Conversions– User Opt-in / Direct Response / Acquisition

• Budget: How much can we spend?• Timing: When is the best time for your brand?• Creative: Sizes and content availability• Target Audience

– Define key regions: Get bang for your buck• Prorate budget by region• Divide population by budget• Allocate accordingly based on population• What has done well in the past?

Online Marketing Strategy: The Mix

– Google ad words / SEM– Email opt-in services (i.e. Care2) – Email marketing (List Purchase/Rental)– Display Advertising (CPC/CPA)– Video and Preroll– Social network outreach

htallent

We don't ever really address these further. Should we remove, or add a slide later to explain?

Monitor daily budget, creative performance, and keyword budget• Flexibility allows user to change the budget at any point• Optimizing keywords is a competitive way for the client to

be involved• Cost effective advertising that allows for maximum

control and client interaction.• GPS/News on search can allow for an integrated and

evolving campaign that is timely and relevant. • Analytics allows us to monitor landing pages and activity

on those pages. This helps us optimize and maximize success.

Online Marketing Strategy: Google

Google Grants

• Program created in 2003– Available in 27 countries and regions– Currently support 6,000+ grantees– Donated over $640M in free ads to eligible organizations

• Participating organizations use their Google Grant to:– Solicit donations– Recruit volunteers and staff– Promote events– Raise awareness of their mission

Google Grants • Grantees receive up to $10,000 of free

advertising per month• Actual value will depend on how many clicks your

ads receive (average is $300/mth)• Text-based ads with $1.00 maximum bid

• No need to reapply or extend your Grant• Remains active as long as your account is actively

managed and adhering to our program guidelines

• To check on the eligibility of your organization, review detailed guidelines at www.google.com/grants

Online Marketing Strategy: Google

• Google Case Study: Small Budget, no problem!• $1300.00 4-week initial campaign for a Canadian Health Charity.

Approximately $40.00/day.

htallent

are you planning to explain what this screen shows? I think most people won't understand it.

Online Marketing Strategy: Care2 (chaperoned email)

• Target a dedicated group of advocates and interested users.

• Care2 offers list build through petitions, action alerts and email.

Online Marketing Strategy: Care 2 Email

• Email opt-in services:– Care2 Email– Deployed twice to a group of 31,000 in Ontario

twice totaling 62,000 emails deployed.– Importance of Tracking: If 100 of the first clicks

convert, then the campaign breaks even.

Care2 PMHF Email Example

Direct Call to ActionWe ask readers to “Sign up to Participate,” not “learn more.” This increases chance of qualified leads when executing an acquisition-based campaign.

165 registrants from this email blast

Online Marketing Strategy: Email List Rental

• Drive traffic to your (micro)site• Generate Leads/Drive Donations• Generate email subscriptions/sign-ups• Grow your list• Build (potential) constituent relationships• Improve your knowledge of constituents

likes/dislikes via surveys and other behaviors that you can test

Online Marketing Strategy: Email List RentalWhat Matters?

• Deliverability• List quality and Size• Bounce Rate• Open Rate• Clickthru rate• Pass along rate• ROI


• Common types of Emails– Multiple branded: you share space with another

organization, or the list owner. I.e. HSI content on a Natl Geo. email

– Single Branded Email: you own all content– Segment Based Email: best for test budgets, you choose

selects (like DM) and mail to predetermined users– Seasonal Initiatives: holiday giving, year end– Event triggered: an event in a users life (not a walk/run

etc). Coincide with events such as weddings, birthdays, etc.

– Service Initiatives: offer subscription to your enewsletter, etc.


• Email marketing Test Results: Health

STATISTICAL TRACKING REPORT

Campaign Name Deployment Date Delivered Qty Opens Open Rate Clicks Click Rate

Alzheimers Tue Feb 10, 2009 5,000 934 18.7% 186 3.7%

Links Clicks

http://www.alzheimer.ca/english/index.php 13

https://secure.e2rm.com/registrant/donate.aspx?EventID=8640&LangPref=en-CA 15










http://www.alzheimer.ca/english/help/privacy.htm 0

Online Marketing Strategy: Email List RentalEmail marketing Example: Health

Online Marketing Strategy: Display Ads

Display advertising• CPM – Cost-per-thousand impressions based campaigns will be

used most often when running on a small budget. A set price will be paid per thousand impressions. Typically .20% of those impressions will be clicked on, driving traffic to the site.

• CPC – Cost-per-click based campaigns will run on networks when possible.– Defined transparency, we will have full access to the site list

so as to control the content associated. – When possible, CPA (cost-per-acquisition) based campaigns

should be employed.• This may require a testing period by the site to guarantee traffic.

Online vs. Offline: How to Compare

• TV, print, radio, etc. ads are sold on the basis of a potential audience’s opportunity to see (OTS) the ad

• In Online, publishers charge based on a CPM ads served to the browser of a user that is sitting in front of the ad. CPC ads are only billed when click upon.

• Interactive media is more accountable. Research measuring the impact of online impressions is closer to the real viewing habits of users compared to ad exposures measured in offline media.

• Increased optimization, targeting and control means less wasted impressions online vs. offline.

Social Media Engagement• Organizations no longer have the choice with

Social Media. Your constituents are taking part for you.

• Regain some control and participate, monitor and engage on the social media level.

• Build relationships and trust. Word of mouth value is within reach.

Please be sure to listen into our 1:30 session: “The secrets of mastering social media, to build brand, find new supporters and deliver an effective ROI.”

Online Marketing Strategy: Measurement• Tracking conversions:

– Install Tracking Codes with Analytics or other software– Compare how impressions, CTR and Conversions vary between ad

methods. – How does direct traffic compare to ad traffic? – Track and note results month to month:

Please be sure to check out the 11:30 session: “Usability and Analytics: The hidden gems to unleash your website’s ROI.” This will dive deeper into measurement.

ONLINE MARKETINGCase Study: Humane Society International

Advocacy & List Growth

Our advocacy campaign to ban trade in seal products in the European Union utilized:

• Tell-a-friend• Social networks• Third party emails

• Facebook ads• Google AdWords• Banner ads

Results: Doubled our online file in EU countries in 5 months. And won the ban!

• What brought in the largest growth?– Third party emails (over 70%)– Tell-a-friend on action alerts (over 14%)– Banner ads (over 5%)– Facebook ads (over 3%)– Google Adwords (less than 1%)


• What had the lowest cost per acquisition?– Tell-a-friend on action alerts– Third party emails– Facebook ads – Banner ads


Issues to Consider

• Tracking/Source Codes• Language and Currency• Technology• Follow-up!

Please be sure to check out the 3:00 session: “What’s Hiding Behind Your Petition? Finding Donors Through Advocacy” for more on engaging new opt-ins to your list.

• Priority countries• Priority audiences• Goals• Key Dates• Key Messages

Campaign Planning

• PR hooks• Advocacy alerts• Donation forms• Landing pages for marketing• Integration with other channels• Communications calendar

Campaign Planning

Tools for communications: • web stories • Twitter • Twitter widget on website• Press releases • LTEs, OpEds • Blog entries • Emails to list • SMS/text alerts • Videos

Campaign Planning

Online Marketing:• Google Ad words • Facebook ads • Blog ads and outreach• Third party emails• Banner ads• Other ideas? (contests, etc.)

Campaign Planning

Social Networks:• Badges • Videos • Facebook Cause• Facebook petition • Facebook app

Campaign Planning

QUESTIONS? COMMENTS?

THANK YOU!

interactive marketing & online advertising for the nonprofit industry: an introduction to what...

Education