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13 Nonprofit Marketing Changes to Make in 2013
The document outlines 13 marketing changes for nonprofits to implement in 2013, focusing on website upgrades, email segmentation, and enhancing social media presence. Key strategies include creating a mobile-friendly interface, sharing more visual content, and being intentional with messaging across platforms. Emphasis is placed on tracking metrics and repurposing content to engage supporters effectively.
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13 Nonprofit Marketing Changes to Make in 2013
- 1. 13 Nonprofit Marketing Changesto Make in 2013 Kivi Leroux Miller, President
- 2. 1 http://www.flickr.com/photos/seattlemunicipalarchives/6648032895 Decide what to UPGRADE on your WEBSITE. It will always be under construction.
- 3. Website Upgrades: How to Do It • Accept that the site will never be done. Lobby now for annual website tinkering budget. • If overhauling, move to a CMS/template that allows you to switch out modules or blocks. • Add content that makes the site feel more real-time (e.g. social media feeds, dashboards). • Add more faces/people stories.
- 4. 2 Add a TRACKING DASHBOARDto your website.
- 5. Add Tracking Dashboard: How to Do It • Figure out a few key indicators of progress (ideally) or activity (better than nothing). • Work on an engaging way to share on your site. • Add regular updating to your to-do list!
- 6. 3 SEGMENT more of youremail communications.
- 7. Segment More Email: How to Do It • Figure out what technology you’ll use to track data about people. See idealware.org, click on Managing Constituents • See what you already have available to you. See your email analytics, registration forms, donation history, etc. Are you storing/using that data? • To which groups can you provide specialized content, or communicate more/less frequently?
- 8. 4 Make EMAIL and WEBSITEmore MOBILE FRIENDLY. flickr.com/photos/d_space/5076488785/sizes/l/in/photostream/
- 9. Mobile Friendly: Howto Do It • Know what your website and email look like on smartphones and tablets. Fix what is easy; plan to fix what’s not. • Priority Email Fixes: Buttons are big enough to click, and landing pages from email clicks are mobile friendly. • Explore: Website CMS plugin versus separate mobile website. • If you use QR codes, make sure they land on mobile friendly pages!
- 10. 5 Get STRATEGIC andINTENTIONAL about your direction on Facebook and/or Twitter. http://www.flickr.com/photos/y_i/2330044065
- 11. Get Intentional andStrategic: How to Do It • Really examine what’s working and what’s not. • Figure out how to do more of what’s working. • This means having clear guidelines about what you put there and WHAT YOU DON’T.
- 12. http://www.flickr.com/photos/shlomif/3793960703 Pick one SOCIAL MEDIA PLAYGROUND. 6
- 13. Pick a Playground: How to Do It • Where other nonprofits are playing: Pinterest, LinkedIn, YouTube, and Google+ • Worry less about strategy right now, and instead focus on experimenting and seeing what happens. • When in doubt, try a mix of updates that encourage followers to Do (calls to action), Think (information) or Feel (most powerful, from anger to humor).
- 14. http://www.flickr.com/photos/jroberts72/7559338306 Take and Use More PHOTOGRAPHY. 7
- 15. Take and UseMore Photography: How to Do It • Learn how to use the technology you already own – like on your smartphone • Play around! Experiment on kids and pets! • Get an app that lets you put text on top of photos.
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- 17. Share Progress viaVideo: How to Do It • Watch progress or annual report videos from other nonprofits and note their patterns. • If you have two minutes of video time, think about what you would say/show. • Format as “thank you” videos, or annual reports, or “here’s what happened after that fundraiser”
- 18. Content Strategy: Mixyour 9 BROCCOLI with their CHEESE and serve the content up together. http://www.flickr.com/photos/whitneyinchicago/4324896667
- 19. Broccoli and Cheese: How to Do It • The Broccoli: What are the topics your organization wants/needs to talk about? • The Cheese: What do your supporters and participants read, use or otherwise engage with the most – regardless of your preferences? • How can you deliver both? • Can you lure with cheese and then suggest the broccoli?
- 20. CURATE something. 10 http://www.flickr.com/photos/planeta/7776885762
- 21. Curate Something: How to Do It • What are you sorting through anyway, because you have to or because you want to? • On what topics could you easily add some value (e.g. commentary, categorizing, best of . . . ) • Make this a regular habit and part of your editorial calendar
- 22. 11 Every message gets REPURPOSEDand shared MULTI-CHANNEL. flickr.com/photos/urbanwoodswalker/3585443379
- 23. Repurpose and Multi-Channel: How to Do It • Get over it: repetition is good, especially when done right. • Identify what stays consistent (e.g. call to action) and what can be changed. • Everything new goes into at least three channels. • Build repurposing into your workflow and editorial calendar from the start.
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- 25. Reshare Your GreatestHits: How to Do It • Watch what people like (it’s the cheese thing again). • Reshare especially on Twitter and Facebook where even great stuff is easily overlooked. • Reshare the really, really good stuff via email and/or blog. • Just resend it, or package as “Best of” or “Top Ten”
- 26. Experiment to see 13 which METRICS have MEANING. http://www.flickr.com/photos/gabby-girl/5391313484
- 27. Play with MeaningfulMetrics: How to Do It • Track what people respond to: clicks in email, website traffic, interactions on Facebook. Talk about it and then experiment. • If the numbers don’t give you information you can act on, so what? • What does it mean if certain numbers go up, down, or stay the same?
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