Digital Tactics for Community Engagement Marketing

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2 A Little About Me: Patricia Wilson-Smith President and CEO, Online Media Interactive, LLC Author, Lecturer, Radio Show Host David s Mother Workaholic. Sleepy. Always. No, really. ALWAYS.

3 About This Workshop: Digital Tactics for Community Engagement Marketing

4 What is Community Engagement? Trends in Non-Profit Community Engagement A Simple Strategy for Community Engagement The Role of Technology in Community Engagement Technology Options for Community Engagement Q&A

5 What is Community Engagement?

6 What is Community Engagement? One GREAT Definition: Community Engagement is the process of building relationships with community members who will work side-by-side with you as an ongoing partner, in any and every way imaginable, building an army of support for your mission, with the end goal of making the community a better place to live. Source: Help4Nonprofits.com

7 What is Community Engagement Marketing? How it Differs from Traditional Marketing: An exercise in relationship building Interactive not a one-way conversation Requires that you tell a story, and listen to the thoughts and ideas of your community Results in an engaged community volunteers, board members, legislators, donors, etc. This Workshop is about the technological trends and options available for facilitating effective interactions within your community! Source: Help4Nonprofits.com

8 Trends in Non-Profit Community Engagement

9 Trends in Non-Profit Community Engagement Association and Non-Profit Technology Trends Donor Acquisition vs. Donor Retention Increase in Print and Appeals Facebook, Twitter, and YouTube Target Networks Top Calls-To-Action: Donate, Register for Events, Use Services Traditional Marketing Channels: In-Person Events, Print Marketing, Media Relations/PR Digital Marketing Channels: Websites, , Social Media, Mobile Source: Lehman & Associates

10 Trends in Non-Profit Community Engagement Most Important Communication Goals Engaging Our Community 57% Retaining Current Donors 53% General Brand Awareness 51% Acquiring New Donors 50% Thought Leadership 33% Source: NonProfitMarketingGuide.com

11 A Simple Strategy for Community Engagement

12 A Simple Strategy - Community Engagement Major Considerations: The growth of mobile and social Mobile viewing trends The maturation of social media Communication and fundraising channels All things to think about as you begin to craft your strategy!

13 A Simple Strategy - Community Engagement Choosing an Approach Can Be Difficult Cut Through The Clutter! Step 1: What Do We Need to Accomplish? Step 2: Who Do We Need to Engage? Step 3: How Do We Want to Engage Them?

14 A Simple Strategy - Community Engagement Step 1: What Do We Need to Accomplish? Identify Your Goals for the Year Community Impact Organizational Wellness Program Development, etc. For Each Goal, List at Least 3 Ways Your Goals Can Be Enhanced by Community Engagement Think about how your community can help you meet your goals! Source: Lehman & Associates

15 A Simple Strategy - Community Engagement Step 2: Who Do We Need To Engage? Lots of Potential Stakeholders Local residents or areas based groups Communities of interest Faith-Based Groups Ethnic or Cultural Groups Web-Based or Virtual Groups* *This is where technology becomes invaluable!

16 A Simple Strategy - Community Engagement Step 2: Who Do We Need To Engage? For Each Goal You ve Identified List the Types of People You Would Like To Engage List the Names of Specific People Try Listing 3 Types of People for Each Goal Try Listing 3 Specific People for Each Type You ve Identified Doesn t matter if you know them or not be creative!

17 A Simple Strategy - Community Engagement Step 3: How Do We Want to Engage Them? Technology = Efficiency! How do the People You Identified in Step 2 Use Technology? What Social Media Networks Do They Frequent? How Old Are They? How Tech-Savvy Are They?

18 A Simple Strategy - Community Engagement Step 3: How Do We Want to Engage Them? Conduct a Communications and Fundraising Audit What communications and fundraising systems are you currently using? What are the pluses and minuses of each? Review to gain an understanding of your needs

19 A Simple Strategy - Community Engagement Step 3: How Do We Want to Engage Them? Conduct a Communications and Fundraising Audit Systems to review should include: CRM (Constituent Relationship Management) CMS (Content Management System) Communication Software Online Fundraising Software Mobile Fundraising Software

20 The Role of Technology in Community Engagement

21 The Role of Technology In Community Engagement: Use hardware/software to manage donors, volunteers, and projects Execute web and communications Launch fundraising and advocacy campaigns Participate in mobile and social media Sell products, tickets, collect donations online The technology decisions you make will determine your fundraising and program success!

22 The Role of Technology Its Successful Use: Enables the community to participate more easily Enables the community to contribute in their own time Gives them a voice where prior to modern technologies they had none Enables them to share their opinions and ideas within their personal and professional networks

23 The Role of Technology In Community Engagement: Inform Consult Involve Collaborate Empower Volunteers, donors, board members, corporate leaders, etc.

24 The Role of Technology Ways We Can Choose To Engage:

25 The Role of Technology Key Channels: Social Media Mobile Don't rely on a single channel. Reach everyone via their preferred channel.

26 Technology Options for Community Engagement

27 Non-Profit Trends in Social Media In 2015, A Solid Social Media Strategy Includes Facebook Twitter Pinterest Google+ Instagram LinkedIn and more!

28 Non-Profit Trends in Social Media Why Social Media? Source: NPTechForGood.com

29 Non-Profit Trends in Social Media Source: NonProfitMarketingGuide.com

30 How To Use Social Media Facebook The Family Reunion Create a page for your non-profit, under your personal account Customize content for different community members Buy Facebook ads they re super cheap! Use newsfeed ads they re 20% more effective Actively share but don t spam Easy on the games and events

31 How To Use Social Media Facebook Best Practices Use the power of status updates Regularly check for upgrades know how they affect you! Study Facebook Insights Optimize your page for Facebook Graph Search Post four to six times weekly Use Facebook groups and events

32 How To Use Social Media Twitter The Cocktail Party Twitter is a public forum be aware of what you share! Follow only people you re interested in Quality over Quantity Keep up with the latest developments Retweet to show you re listening Use hashtags to group content and topics or to add context (but not in excess) Treat followers as individuals no blanket thank you tweets Be more responsive it s expected on Twitter Use Direct Messaging for sharing personal or sensitive information

33 How To Use Social Media Twitter Best Practices Think of your followers first Make getting retweeted a priority Format your tweets for easy reading and to increase retweets Use Twitter Lists and follow wisely Tweet or re-tweet every two hours Tweet or re-tweet in the evenings and on the weekend

34 How To Use Social Media YouTube The Level Playing Field Great way to tell your non-profit s story visually YouTube has a GREAT non-profit program! Link to your cause in video annotations Great for organizations who can t afford television or other paid media to advertise

35 How To Use Social Media YouTube Best Practices Maximize your channel description Title videos to increase SEO Create introduction and closing slides Utilize in-video programming Curate good video content

36 How To Use Social Media LinkedIn The Office Party Represent yourself accurately, and professionally; Use a professional photo Join groups that relate to your organization Start your network with people you already know Use endorsements and recommendations features Target only the people who will find your content relevant

37 How To Use Social Media LinkedIn Best Practices List your services and ask for recommendations Encourage staff to promote your LinkedIn page to their networks Try using LinkedIn Jobs for additional exposure Monitor your LinkedIn analytics Share two or three times per day Use LinkedIn Groups

38 Non-Profit Trends in Marketing In 2015, A Solid Marketing Strategy Includes e-newsletters Good communications software design best practices fundraising appeals A consistent strategy for building lists

39 Non-Profit Trends in Marketing Why Marketing? is relatively inexpensive has immediacy yields quick results gives you new insights allows you to personalize messages easily allows you to segment and test messaging to your community Source: NPTechForGood.com

40 Non-Profit Trends in Marketing Why Marketing? Source: E-MarketingBlog.nl

41 How To Use Marketing Simple Tactics for Marketing Gather addresses offline Build your list through viral marketing Segment lists based on relationship and interest Follow good list hygiene Make it easy for subscribers to remove themselves from lists Pay attention to the day and time of scheduled delivery Create more value - send graphically rich s Personalize your message as much as possible Keep key message appoints above the fold Drive readers to your website always!

42 Non-Profit Trends in Mobile In 2015, A Solid Mobile Strategy Includes Text-To-Give Use of a Mobile Device App A Responsive Website Mobilized Communications Mobilized Online Fundraising Campaigns Mobile Wallets and more!

43 Non-Profit Trends in Mobile Why a Mobile Strategy?

44 Getting Started With Mobile Simple Tactics for Mobile Marketing Find out where you stand Focus on implementing best practices for the mobile user experience Expand Your Mobile Strategy

45 Getting Started With Mobile Find Out Where You Stand What % of your website and donation page visitors come from mobile devices? Is your website optimized for mobile? How long does it take to give to your cause on mobile? It s critical to give your donors an easy way to give to your cause no matter where they are and what device they re using

46 Getting Started With Mobile Focus on Best Practices Have a mobile-friendly donation experience Have a mobile-friendly website Send s that are easy to read and use from a mobile phone

47 Getting Started With Mobile Expand Your Mobile Strategy Build a Mobile List for SMS Messaging Use platforms like EZTexting for mass communication via SMS Grow Lists Via Social Media and Live Events Leverage text-to-give campaigns Use Crowdfunding Platforms Like Causes, opledgeit, MobileCause

48 Ask Me about the opledgeit Platform! A Care Marketing platform that increases donor engagement and makes pledging easy on any device! Text-2-Pledge Solution Donor Data Collection/Reporting Independent of Mobile Carriers Automated Marketing that provides a unique approach to donor engagement and solicitation An easy-to-use tool that gives organizations and individuals an inexpensive way to collect pledges via text message and market on an ongoing basis!

49 In Summary: What is Community Engagement? Trends in Non-Profit Community Engagement A Simple Strategy for Community Engagement The Role of Technology in Community Engagement Technology Options for Community Engagement

50 For More Information About OMI We Can Help You With All Your Digital Marketing Needs! Web Development Mobile App Development Social Media Management Corporate Training SEO Marketing PPC Marketing Much more! Call us at or visit us online at

51 Digital Tactics for Community Engagement Marketing Presented By: Online Media Interactive