your 2014 nonprofit trends and a strategic planning template - workshop for eschouston
DESCRIPTION
This presentation deck is created for the 2014 ESCHouston seminars and workshop series. Learn 5 important trends in digital marketing and fundraising for 2014 (hint - content marketing isn't on this list) and get a template plus resources to create your strategic plan and set-up your Google analytics to measure your success this year. Presented by Sarah M Worthy, Technology Market Analyst, and Web Experience Designer.TRANSCRIPT
Your 2014 NPO Digital Strategy Guide of Online Trends, Resources,
Studies, Influencers, and Tools!
Presented by Sarah M. Worthy
Your Strategy Keeps You on the Your Strategy Keeps You on the Road to Achieving Your Goals!Road to Achieving Your Goals!
GOALGOALStart Here
Step #3Step #3Step #1Step #1 Step #2Step #2
Does Brand Awareness Increase Donations? By How Much $$?
http://bit.ly/2014-NPO-content-benchmarks
http://bit.ly/2014-NPO-content-benchmarks
What are Other NPOs Measuring?
Your 6-Point Strategic Checklist:
Taken from Rand Fishkin, CEO MOZ.com bit.ly/mozcontentstrategy
Marketing Goal(s)
Target Donor
Target Channels
Influencers
Experience to Deliver
ROI Comparison
Strategy vs. Tactics
bit.ly/mozcontentstrategy
Strategy Connects your Tactics to Measurable Goals
via a Plan
Bonus: New Tools and Free Resources You’ll Love
The Nuts and Bolts of a Strategic Marketing Plan
What We’ll Cover Today:
5 Key Trends for NPO Digital Strategies in 2014
4
Q&A and Wrap-Up
@sarahmworthy | [email protected]
5 Trends in 2014:
Analytics Analytics and Roiand Roi
Strategic Strategic InvestmeInvestme
ntsnts
Mobile Mobile GivingGiving
Gen Y / Gen Y / MillenialsMillenials
Content Content StorytellinStorytellin
gg
Trend #1 = Analytics and ROI
~80% of all searches go
through Google
Where do your donors go to search
before giving?
Visitor to Donor Ratio
Cost to Acquire Donor (DAC)
Donor Retention Cost
Lifetime Donor Value (LDV)
LDV to DAC Ratio
5 Metrics NPOs Need to Measure
Analyzing Data - Watch Out for “Subjective Data” and Ask Questions
Analysis Scenario: here are two reports presented to you by your marketing coordinator. Your job is to analyze the data and determine if the recommendations for time committed to activities makes sense.
Your coordinator ranked these marketing campaigns as most to least effective last year,
(in 2013)
Your coordinator’s recommendation to budget resources for marketing campaigns in 2014:
ROI Comparison: New versus Repeat
source: http://www.slideshare.net/ChrisLeBrunCFRE
Trend #2 = Gen Y / Millennials
83% of Millennial respondents said
they gave a gift to a nonprofit
organization last year!
source: http://www.themillennialimpact.com/research
How to Engage Millennial Donors
Visualize Their Impact
Trend #3 - Mobile First Mandate
http://www.nten.org/articles/2013/mobile-matters-the-impact-of-mobile-technology-on-peer-to-peer-fundraising-0
http://karenmcgrane.com/2014/01/13/the-mobile-content-mandate/
Mobile First Mandate by Karen McGrane
http://karenmcgrane.com/2014/01/13/the-mobile-content-mandate/
http://karenmcgrane.com/2014/01/13/the-mobile-content-mandate/
Trend #4 - Strategic Investments
SWhat are Your Team’s Strengths?
T Threats?
WWhat are Your Team’s Weaknesses?
O Opportunities?
http://nonprofits.linkedin.com/
NonprofitMarketingGuide.com/2014
Trend #5 - Storytelling Distribution
http://contentmarketinginstitute.com/
Tip: Think About Your .Org’s Tip: Think About Your .Org’s Journey When Writing Your Journey When Writing Your
StoryStory
GOALGOALStart Here
Where are you Where are you now? WHY are now? WHY are you Starting you Starting this Journey?this Journey?
Who and What do You Who and What do You need in order to Achieve need in order to Achieve
your goals?your goals?
Where Are You Where Are You Going and WHY?Going and WHY?
2+ Social Channels Increases Engagement
www.wirthconsulting.com.au/research
Share the live action from your events on social and encourage others to share!
iFest.orgiFest.org
2014 = Even More Social Channels!
Frequency?
Multi-Channel Storytelling
Factors that Motivate Giving image courtesy of millennialdonors.com
Your community’s Goals and Interests
Your .Org’s Goals and Interests
Focus on Where You Both Win
Where do their goals and interests match yours?
The Nuts and Bolts of a Strategic Marketing Plan
Questions? Email & Tweet Me:
[email protected]@sarahmworthy
www.worthytech.com
Up Next:
GOALS ALIGNED WITH YOUR ORGANIZATION
Elements of a Strategic Marketing Plan
RESOURCES AND BUDGET REQUIREMENTS
DEFINED METRICS AND EVALUATION MILESTONES
EDITORIAL CALENDAR AND TASKS
Tacticwhat tactics will you use ?
Tacticwhat tactics will you use ?
Tacticwhat tactics will you use ?
Event Marketing Strategy
Visualize Your Plan in One Page
Content Marketing Strategy
Member Retention Marketing Strategy
Top 1 or 2 Goals for your .Org’s website.
VIP Members-Onlycreate monthly members only events to add value to member program.
Loyalty Reward Systemtrack and reward member participation online and at events.
Peer Donor Pagesadd peer donor pages and use donors’ stories to boost e-fundraising.
Event Marketing Strategy
2014 .Org Goal: Learn to Measure, Test, and Refine Your Marketing Successfully!
Content Marketing Strategy
Member Retention Marketing Strategy
1) Increasedonations by 10% over last year.
2) Grow our membership by 10% and increase retention by 25%
VIP Members-Onlycreate monthly members only events to add value to member program.
Loyalty Reward Systemtrack and reward member participation online and at events.
Peer Donor Pagesadd peer donor pages and use donors’ stories to boost e-fundraising.
Event Marketing Strategy
SMART Goals Have the Metrics Inside Them!
Content Marketing Strategy
Member Retention Marketing Strategy
1) Increasedonations by 10% over last year.
2) Grow our membership by 10% and increase retention by 25% over last year.
ROI-ConnectionShort Version Long Version
How you’ll reach your goal:
Example Non-Profit Annual
Budget
10% - Marketing
20% - Admins/Operations Expenses
70% - Programs
RESOURCES AND BUDGET REQUIREMENTS
How Do Your Priorities Fit within Your .Org?
source: NTEN.org
How Will You Budget Your ~10% for Marketing?
2014 Quarterly Milestones
1QData Capture
2QTargeted Engagement
3QExperiment with Curation
4QMove the Needle on Purpose
GOALGOAL
DEFINED METRICS AND EVALUATION MILESTONES
Q1 - Capture the Data
http://www.google.com/nonprofits/
https://www.quantcast.com/
Lots of Ways to Capture Data -> Newsletter Software, CRMs, Website Plugins...
Q2 - Target Your Core Audience and Engage
<- Goal = Increase New Memberships
Goal -> Increase membership
renewals
ThinkLA.orgThinkLA.org
Goal -> Create and Measure Social Content Distribution Processes.
cmhouston.orgcmhouston.org
Q3 - A/B Testing and Experiments
CMHouston.orCMHouston.orgg
<- Goal = increase email sign-ups
Goal -> Decrease the number
of phone calls about our museum hours
Q4 - Move the Needle
Goal -> Increase Lead Generation during December from our blog post series. http://blog.tendenci.com/
Consistency is Key
Weekly
Monthly
Daily
Q1 ’14
Blog Post
Email Newsletter
Halloween PartySet-Up 3 GA Goals
Daily Social
Holiday Gala
New Year!
Q2 ’14 Q3 ‘14 Q4 ‘14
Objectives
Month 1
Month 2
Back to School
Q1 Q2 Q3 Q4
Month 3
Blog Post
Begin to Capture Your Data,
Research Your Audience.
Pinpoint Where your Audience is
Most Engaged, and on What Topics
Experiment with Curation and
Growing Community Engagement
Use What You’ve Learned to
Measure and Improve ROI on 1
(or more) Channels
Theme
Theme
Theme
Valentine’s Day
Spring Break Promote GalaChristmas in June
Summer Break
April Showers 4th of July 100 tickets to Gala
Staff CRM Class
Member Event
Increase Dec Gifts by 10%
Thanksgiving Drive
Give Thanks
Send Direct Mailing
Example Marketing Tactics
http://bit.ly/2014-NPO-content-benchmarks
NPO Tools and Resources You’ll Love
Visualization Tools
https://create.visual.ly/
http://simplymeasured.com/
Social E-Fundraising Tools
www.stayclassy.org
http://www.pledgecents.com/
Peer to Peer Fundraising
Education Crowd-Fundraising Local Peer Fundraising
http://groupraise.com
https://www.dwolla.com/nonprofits
Mobile Payments Forms
Local Houston Resources
www.eschouston.org
www.netsquared.orgwww.meetup.com/NET2Houston+FABdigitalmarke
ting
http://amahouston.net/
Additional Resources
www.nten.org
www.idealware.org
www.aspirationtech.org
www.bethkanter.org
Questions?
Download The Slide Deck: http://www.slideshare.net/sarahmworthy
