telling your non-profits story

+

Reaching your target audience in a noisy, technology-driven world. Presented by, Jenna Curry Director of Marketing, Little Wing Marketing FOR A COPY OF SLIDES VISIT: WWW.JENNACURRY.COM

Telling Your Non-Profit’s Story

+About Me

Director of Marketing, Little Wing Marketing

[email protected] BLOG: abetteruserexperience.com twitter: @jennacurry

Port City Young Professionals Networking Group Founder and Administrator portcityyoungprofessionals.com facebook.com/portcityyoungprofessionals twitter: @pcyp

Good Friends Wilmington Board of Directors, Past Luncheon Chair

UNCW Alumni Association Board of Directors UNCW Communication Studies Alumni Chapter President

+Today’s Agenda

n  The Non-Profit Audience

n  Telling Your Story

n  Intro to Web 2.0.

n  Sharing Your Story

n  Tracking & Iterating

n  Tool Box

n  Additional Resources

n  Questions

n  The Non-Profit Audience

n  Telling Your Story n  Why tell stories?

n  What is your story?

n  Who do we tell stories about?

n  Types of “Stories”

n  What makes a good story?

n  Tracking Your Story

n  Web 2.0 How it all ties together

n  Sharing Your Story n  Website/Blog

n  Social Media

n  Email Marketing

n  Tracking & Iterating

n  The Tools to Get it Done

n  Questions

+Why tell stories?

n  Answer questions

n  Build trust

n  Connect your readers to actual people that are impacted by your mission

n  Cut through the noise

n  Emotional appeal

n  Social Proof

n  Stories are worth sharing

n  Contribute to the community

n  Become part of the conversation

n  To be more interesting

n  To be more engaging

+What is your non-profit’s story?

Old -Historic Accomplishments -Past Experiences -Most Recent Happenings

New -Strategic Plans -Long-Range Plans -Upcoming Events

Borrowed -Organizational Comparison -External Facts & Figures -Peripheral Impact

Blue -Emotionally Moving -Human/Humane Elements -Tear-Jerker -Controversy

Find stories throughout your organization.

+Who is doing it right?

Source: heifer.org

vs


Source: EmpowerGeneration.org

+Who do we tell stories about?

n  Communities/individuals you serve

n  Board Members

n  Employees

n  Volunteers

n  Past, Present & Future Donors

n  People on the front lines of your work

n  Fans who will champion your work

n  People with credibility who can attest to the quality of what you do


Source: Heifer.org


Source: charitywater.org


Source: Heifer.org

+Types of stories n  Articles

n  Endorsements

n  Interviews

n  Video Interviews

n  Info-graphics

n  Podcasts

n  Photos

Source: heart.org


Source: EmpowerGeneration.org

vs


Source: socialmediathon.org Source: EmpowerGeneration.org


Source: waterislife.com

#firstworldproblems

+What makes a good story?

Due that that occurrence, they are now going to live in a

different way.

Interesting or

significant event

happens

Person was going along doing something…

4 C's of Storytelling

n  Character

n  Connection

n  Conflict

n  Conquest

+What makes a good story?

n  Created with SMART goals in mind

n  Speaks the audience’s language

n  Targeted message to each market segment

n  Includes compelling images

n  Clear and direct message

n  Creates urgency for the cause or need

n  Helps you visualize what a donation can do

n  Evokes a change or action

+Storytelling Process Development

Identify Stories

Gather Stories

Share Stories

Internally

Track & Improve

Set SMART Goals Define

Audience


Source: amnestyinternational.org Source: unicef.org

+8 Goals for Content Marketing

n  Fundraising

n  Brand Awareness

n  Engagement

n  Supporter Loyalty

n  Website Traffic

n  Client/Constituent Acquisition

n  Volunteer Recruitment

n  Advocacy

+What is Web 2.0?

Culture, Community, Collaboration

+Getting your non-profits stories out to your audience

n  Online n  SEO/organic search results

n  Website/Blog/RSS

n  Social Media

n  Email Newsletters

Source: kintera.org

+Blog

n  Wordpress: Pages vs Posts

n  Social Sharing

n  Editorial Calendar

+Social Media

n  Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest

n  It’s about relationships

n  Where is your target market?

n  Context is King

n  Are people SHARING your content?

n  “Jab Jab Jab Jab, RIGHT HOOK”

n  Contribute to the community

n  20% Rule

+Who is doing it right on Instagram?

+Who is doing it right on Facebook?

+Email Marketing

n  MailChimp, Constant Contact, iContact, etc.

n  Segmented lists for each target audience

n  Test Headlines

n  Mobile-ready

n  Always have a CTA

+Tracking & Iterating: Google Analytics

+Tracking & Iterating: Google Analytics

n  Where are your visitors coming from?

n  What keywords are they searching for?

n  How long are they staying on the site?

n  Which pages are they spending the most time on?

n  Goal Tracking

n  Event Tracking

+Tracking & Iterating: Facebook Insights

+Tracking & Iterating: User Testing

n  Surveys

n  Eye Tracking Tools

n  A/B Testing tools

n  Design Evaluation Tools

*Prove vs Improve

+FREE Tools n  Website Tools

n  Wordpress n  YOAST SEO plugin n  Shareaholic

n  Social Media Tools n  Likealyzer n  Hootsuite

n  Email Tools n  MailChimp

n  Video Tools n  YouTube for Non Profits n  Your Smart Phone n  Vine & Instagram Video n  Cycloramic

n  Survey Tools n  Survey Monkey

n  Tracking/Analytics Tools n  Google Analytics n  Bit.ly n  Facebook Insights

n  Photo/Editing n  PicMonkey n  Sumopaint n  Creative Commons n  All-Free-Download

n  User Testing n  5 Second Test n  Clicktale

n  Content Creation Tools Editorial Calendar Template Hubspots Blog Topic Generator

+Additional Resources

n  Jab Jab Jab Right Hook by Gary Vaynerchuk

n  Lean Analytics by Croll & Yoskovitz

n  A Better User Experience Blog

n  Network for Good

n  Hubspot for Non Profits

n  Techsoup.org

n  112 Non Profit Blog Blog Posts, Articles & Stories from 2013 You Can’t Miss

+Questions?

Jenna Curry

Director of Marketing Little Wing Marketing

[email protected]

(828) 719-9916

abetteruserexperience.com

Twitter: @jennacurry

FOR A COPY OF SLIDES VISIT: WWW.JENNACURRY.COM