nonprofit online marketing strategies (seo, ppc, facebook)

Online Marketing Strategies for Nonprofit Organizations

March 21, 2012

www.forwardjump.comPhone: (617) 500-3450

What We’ll Cover

Search Engines Facebook Other Social

Networks

Web Analytics Email Mobile/

Smartphones

Who Am I?

CEO, ForwardJump.com

Web Content Veteran

SEO, PPC, Social Networking

AdWords Certified/Web Analytics Focused

Journalism Background

Profiting on Online for Nonprofits

Recruit new

members

Engage members

Promote events

Recruit donors

Build community

Get recognition

Forge alliance

Online Channels for Your Organization

Search engines

Social networks Facebook

Mobile/Smartphones Email

Offline Marketing Tactics

Word of Mouth Flyers Canvassing

Telephone Snail Mail Advertising

What You Can Do Online

Get people engaged in your

organization

Market & brand your

organizationRaise money

Share successes (brag!)

Illustrate the problem Listen better

Free research

How People Find You Online

• Half of all Web visits start at a search engine (65% of that at Google)

Search engines

• 10% of all online time spent on Facebook

Social networks

• Still the #1 activity people do online

SEARCH ENGINESShow up higher on Google for strategic keywords

Search Engines: “Organic” Listings

SEO: How Does Google Decide?

• Rankings earned—NOT bought!

• Long-term branding endeavors

• Secret formula (like Coke!)

PPC: Pay Per Click Overview

Charged ONLY when people click on ads

Quick fix to increase online

presence

“Quality Score” determines

price, position

Measurable, accountable

WEB ANALYTICSFree research on what works and what’s a waste

Web Analytics Benefits

• Most popular pages

How people use your site: What works & doesn’t

• Search engines• Keywords• Referring sites

See how users find out about site

• Intelligence about how prospects view your org

Find out which organizations users are from

Analytics: Where Are Your Best Visitors?

• View By– State– City, Town

Web Analytics: Where Leads Drop Out

Spot weaknesses in message, presentation

Facebook Analytics

Metrics change often. As of today:

Likes: People who “Like” your page

• Organic• Paid• Viral

Reach: Age, Demographics, Geography

Talking About This: People who created a story from your post

Check-Ins: Location-based physical status update

Facebook Analytics: Likes

• Don’t get obsessed with Likes

• They matter less (easy to Like something; harder to show up in Feed)

• Focus on demographics, location

Facebook Analytics: Posts

Review what posts get most, best response

Do more of that

Facebook Latest

• Likes evolving into brand-specific verbs• Read, Eat, Play• What’s yours?

What’s Next:

• Becomes mandatory at end of March• How can you take advantage of this?

Timeline for Businesses

MEASURING SUCCESSWhat Is Success?

Success=

Conversions

• Completion of actions showing deeper interest/engagement in your organization

Engagement Funnel

Not leaving

Returning a lot•Viewing more pages, longer•Registering

Following/friending•Commenting on content•Sharing on social networks•Subscribing to a feed

Posting content•Joining/Volunteering/Donating

Engagement Funnel

Goal: Move people

down the funnel(i.e., get people more

engaged)

Engagement Funnel

Measure how many

people progress how far down

engagement funnel

SOCIAL NETWORKSGet your fans to do your marketing for you

Communicate directly with

peers, prospects, donors

Viral marketing: friends tell friends

Low barrier to entry

Perfect for young people

Social Networking Overview

Why Facebook Matters

10% of all online time spent on

Facebook

2% of all online time spent on

News Feed

Prime way to talk to your ardent fans

What’s Happening With Facebook

• Timeline for Businesses(and org’s too!)

• Change in how brandsinteract with “fans”

• Likes evolving into brand-specific verbs

• Read, Eat, Play• Advertising Improving

Nonprofit Facebook Advertising

Reach target audience

Use power of friend

endorsements

These raise response

TWITTER, OTHER SOCIAL NETWORKS

Focus on what works best

What to do with Twitter

Good for SEO

Outbound: Spread news quickly

among fans, peers, influencers, donors

Inbound: Customer service center, be receptive to ideas, criticism, accolades

Turn your network into an echo

chamber

Other Social Networks

If you have time, bandwidth look for niche social networks (victims’ forums, etc)

Focus on what works best

Don’t get sucked into joining every new flavor

Google+: Jury is still out

Important for SEO, not as important for being “social”

Other Social Networks

How to Manage It All

Bufferapp.com: My new

favorite serviceTime posts

Multiple sites Easier to manage

How to Manage it All

SocialBro.com: Understand your Tweeps

See best times to post

Integrate withBuffer

Talk to people when they wantto listen to you

How to Manage it All

Edgerank Checker: Data on your Fans

See best times to post

Integrate with Buffer

Talk to people when they wantto listen to you

EMAIL MARKETINGNot sexy, but it works

Source: Pew Internet “Search and email still top the list of most popular online activities” 8/9/11

Email Is Still #1 Online Activity

Despite new trends, email & search

consistently most-used channels

92% of online Americans use

61% use it on an average day

Youngest, college educated &

wealthiest use email most

What You Need to Know About Email

The biggest threat to your

message: Spam!

97% of ALL email is spam

Don’t get sent to the Spam

Folder

Know, follow CAN-SPAM Act

Other threat: Email

OVERLOAD

Use Email Effectively

Subject lines: Beware default character limits

for GMail, Outlook

Images: Most programs filter them

out; Don’t put important messages

solely in graphics

Include good calls to action: Get folks to DO

something

Measure: Not just open rates. What do people do after they

click?

MOBILE MARKETINGSmartphones change how people get info

Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11

Smartphones

One-third of all American adults (35%)

own smartphones

58% of 25-34 year olds own a smartphone

25% of all smartphone owners do most of

their online browsing on their mobile

phones

Leverage Mobile

Make sure your site looks good on

various phones

Engage fans on phones through

Foursquare, SMS, Maps

Let people donate through texting

Consider games, contests to get

people to respond mobily

Nonprofit Services

• Google, many others offer discounts, credits for 501c3s• Google Grants: AdWords credits• Network For Good: Online fundraising service• Firstgiving.com: Make it easier for people to donate to you• Good2Gether: Service to promote nonprofits contextually on media

Websites• Constant Contact: 20% discount on email marketing• Look to Twitter for expert advice (@kantor)

Wrapping Up

Use online tools for recruitment,

promotion, donations

Enlist and engage your most-ardent supporters

Test, test, test

Dizzying number of options: Focus

on what works best

Let’s Get Started!

Josh Fialkoffjosh@forwardjump.com

(617) 500-3450www.forwardjump.com

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