CONTENT MARKETING FOR NONPROFITS LEVERAGING YOUR STORY TO ENGAGE & GROW YOUR SUPPORT BASE

Transcription

1 CONTENT MARKETING FOR NONPROFITS LEVERAGING YOUR STORY TO ENGAGE & GROW YOUR SUPPORT BASE

2 PRESENTED BY

3 GATEWAY PET GUARDIANS GATEWAYPETS.COM Nonprofit animal rescue focused in East St. Louis and the immediate surrounding area Feeding, Rescue, Humane Education, Community Outreach

4 WHAT IS CONTENT MARKETING? PULL MARKETING PULL MARKETING is an approach designed to draw customers to a brand through search engine optimization (SEO) and other non-intrusive methods. The ultimate goal is to strengthen consumer awareness of a brand and products and foster demand.

5 WHAT IS CONTENT MARKETING? INBOUND MARKETING Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get a prospect s attention. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.

6 WHAT IS CONTENT MARKETING? CONTENT MARKETING Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Most often, this is done through a self-publishing format via digital means Websites Blogs Social Media

7 WHAT IS CONTENT MARKETING? PULL MARKETING SEO (Get found on Google!) Social Media Blogging (Opt-in) PUSH MARKETING Direct Mail (Purchased lists) (Purchased Lists) Television Ads Sponsorships Print Advertising Point of Sale Door to Door Cold Calling

8 CONTENT MARKETING TOOLS Website/Blog + Social Media + = Everything You Need

9 THE NONPROFIT ADVANTAGE STORYTELLING Content can be challenging for businesses. Nonprofits have a huge advantage over for-profit companies: Compelling, inspiring, and most importantly PERSONAL stories of people who support, give, and advocate your missions.

10 STORYTELLING Tell stories! From the perspective of your donors, volunteers, and the people you help These stories give people endless opportunities to connect with your mission. Start thinking of yourself as a storyteller, not just an advocate.

11 MAKE YOUR STORIES EASY TO FIND WHERE DO YOU TELL THESE STORIES? People will find your stories and interact with them via: Your website (via it s pages and a blog) Search Engines Social Media

12 MAKE YOUR STORIES EASY TO FIND HOW DO YOU TELL THESE STORIES? There are numerous types of content with which to tell your story: Blogs s Graphics Infographics Photos Videos

13 MAKE YOUR STORIES EASY TO FIND WHO DO YOU TELL THESE STORIES TO? First ask yourself what kind of people you want to talk to. Define different personas your organization is looking to attract Share information and stories with them at the right time If you re providing the right info to people at the right time during their life cycle with your organization, you won t be bombarding them with just donation asks. New constituents want to hear about your accomplishments, programs, volunteer opportunities, and fundraisers. The more they learn, the more information they ll want about how they can help.

14 TARGET PROFILES WHO DO YOU TELL THESE STORIES TO? What types of people are typically involved in your organization? Supporters Volunteers Donors Tailor content to these specific groups as well as content that converts them to another phase in the cycle

15 DIGITAL MARKETING TO DONORS How many of you are already using digital means to collect donations? If not, why not? A British marketing firm found that 29% of social media users are between the ages of 45 and 64 Age is the fastest growing segment on social media (55% now have profiles)

16 INBOUND MARKETING STRATEGY Your blog and website are the heart and soul of your content marketing strategy. They act as the pied piper, going out and retrieving your potential supporters and leading them back to you.

17 Once they get there, they are then funneled into your marketing list where you nurture them along the donor cycle until they become invested, strong supporters of your organization. INBOUND MARKETING FUNNEL

18 TOP OF THE FUNNEL: ATTRACT Target: Discovery Traffic Goal: Awareness Message: Learn about us! Our mission, what we do Tools: SEO Social Media Calls to Action: Like our page Follow us on Social Media INBOUND MARKETING FUNNEL

19 ENGAGE Target: Existing supporters who are passive Goal: Familiarity Message: Learn about who we serve and the impact we make Tools: Blog Social Media Calls to Action: Like this post Comment on our blog Subscribe to our blog Sign up for our list INBOUND MARKETING FUNNEL

20 NURTURE Target: Existing supporters who are passive Goal: Consideration Message: Learn how you can help Tools: Blog Social Media Calls to Action: Find out how you can get involved Join our cause INBOUND MARKETING FUNNEL

21 INBOUND MARKETING FUNNEL CONVERT Target: Existing supporters who are familiar and engaged Goal: Emotional commitment Message: Specific stories of individuals that volunteer for your organization or people that your organization has helped in the past Tools: Blog Social Media Calls to Action: You can help, too Become a donor Become a volunteer SHARE our cause

22 CONVERT Target: Existing supporters who are engaged and emotionally committed Goal: Active Commitment Message: Specific stories of individuals that need help RIGHT NOW Tools: Blog Social Media Calls to Action: Donate Now Volunteer Now SHARE our cause INBOUND MARKETING FUNNEL

23 TRAFFIC FLOW BLOG POST CALL TO ACTION

24 TRAFFIC FLOW NURTURE & CONVERT ATTRACT ENGAGE

25 COLLECTING INFORMATION USE CALLS TO ACTION TO CREATE A CONNECTION AND GATHER INFORMATION Build your marketing list Call to action: Sign up for our list Continue to nurture leads through marketing using clear (and harder) calls to action

26 LIST SEGMENTATION Use segments and groups to further target your messaging (using those personas we talked about earlier). A list for people interested in donating A list for people interested in volunteering A list of people who are already donors A list of people who are already volunteering

27 MARKETING USE REGULARLY SCHEDULED CAMPAIGNS TO NURTURE YOUR LISTS You ve already engaged passive fans by getting them to your website and encouraging them to sign up for your list Now use those s to convert them into volunteers and donors

28 CREATE BRAND EVANGELISTS Once you ve converted followers into active donors and volunteers they will naturally become evangelists. These will be the people who share your messages and begin to generate new discovery traffic Continue to nurture them with share-worthy content

29 CONSISTENCY BEST PRACTICES Create a content schedule and stick to it EFFECTIVE CALLS TO ACTION Create compelling messaging and always give people a suggested next step

30 QUESTIONS?