web content strategy for nonprofits -- adrp 2014
DESCRIPTION
Presented on 9/17/2014 at Association for Donor Relations Professionals 2014 International Conference In a world where your supporters may see hundreds of messages a day, how can your cause stand out? Presenting your knowledge and stories with a goal in mind will help you attract supporters, inspire giving, and retain donors. In this session, you'll learn: -- What is content marketing/content strategy and how can nonprofits leverage these ideas for social impact -- How to determine the right kind of content to help you spread your message -- The right and wrong way to create and distribute your content Content marketing is all the rage in both for-profit and nonprofit sectors, but how do you effectively leverage your information, expertise, and communication channels to attract and keep supporters? Learn how to imagine, plan, create, and distribute your content to help you take your mission further.TRANSCRIPT
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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