new tools and rules for nonprofit marketing success
TRANSCRIPT
DC Goodwill: A Fashion Story?
Em’s Results
• 1200 unique visitors per week
• 5% of blog readers are shoppers too!
• An increase in revenue from retail sales• New publicity for Goodwill – NBC 4 and
The Post
• Breathing life into a established brand by telling a new story
New tools and rules for nonprofit marketing success (and how
consultants can help)
By Jocelyn HarmonDirector of Development and
Marketing, NPower Greater DC Region
The Stats
• 71% of American adults are online
• 71% of men and 70% of women are online
• 87% of 18 – 29 year olds are online.
• 91% of online adults send or read e-mail
• 57% of online adults have used the internet to watch or download video
Source: Pew Internet & American Life Project
The Stats
• 54% of online adults look online for news or information about politics or the upcoming campaigns
• 39% of internet users, or 57 million American adults, read blogs
• 32% of online adults rate a product, service or person using an online rating system
• 170 million MySpace members
Source: Pew Internet & American Life
Trust in broadcast media is on a steep DECLINE
“Newspapers, magazines and television (including both their online and offline vehicles) are slipping in trust as individuals become more familiar with newer, collaborative information sharing resources more focused on their specific interests…Word-of-mouth rises above mainstream and digital media – people are more likely to believe a story if it is confirmed by a trusted, expert peer than if they read or hear about it from the media.”
Source: GolinHarris Trusted Media Index Overview, Spring 2007
What does it all mean?
Nonprofits don’t need huge advertising budgets, savvy PR consultants or flashy and expensive direct mail campaigns to promote their causes and raise money from consumers who aren’t listening anyway.
What does it all mean?
Nonprofits do need guidance to figure out how to frame their messages and use the new tools to “go to market.”
OK, I think I’m with you but how do you do it?
Two Key Rules for Succeeding Online
#1 Be real.
#2 Flip the funnel.
Talk to Me
#1 Talk in your own voice.
• People are tired of “corporate speak.”
• Be passionate, be creative, but most of all be real!
ASPCA
#2 Flip the funnel.
Give the folks that LOVE you the messaging and tools to market on your behalf.
Kiva
New Tools
BlogsBlogs enable instant
feedback and communication.
They put a real face on an organization.
They are easy to update.
Search engines love blogs.
Great way to build and organize content.
Charity Widgets
They are portable.
They enable the best kind of fundraising - person-to-person.
They can incorporate video, text and audio.
They enable impulse transactions.
Again, no HTML needed.
Social Networking Sites
Enable real and real-time conversations about charities.
Are places where people are already congregating.
Platforms for your supporters to support you.
Online Video
Helps show the emotional side of a charity.
They’re portable.
Summary
5 things to remember
1. The Internet is leveling the playing field for nonprofits. Now even the smallest groups have the opportunity to talk and be
heard.
2. Consumers aren’t listening to you. They’re listening to what
their trusted “advisors” say about you.
3. New marketing tools are easy for consumers to cut and paste
and pass on. This “viral activity” can lead to an exponential
increase in donations, participation, and sales for the
smart charity.
4. Nonprofits need sound strategy to succeed online. This
means, in part, having an authentic voice and engaging
stakeholders in real conversations.
5. It’s a great time to be a marketer. Let’s go!