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Episode 012: 4 Must-Have Strategies for Marketing Magic at Your Nonprofit Show Notes

Since there is a lot of confusion about, “What are the best nonprofit marketing strategies?” we decided that it is high time we share our 4 favorites. Woot!

Event Marketing
Simply defined. Event Marketing is any fundraising or educational activity that bring people together in a social interaction. Examples include tours, galas, concerts, golf tournaments, and auctions.

These types of events can bring in a ton of revenue but they require a lot of resources: like time and money.

TIP: Events can be risky and often don’t produce the revenue you’re counting on.
To help you determine which activities are worth the effort, we’re adding a link to a fantastic Classy.org blog post that shows which events have the highest ROI. https://www.classy.org/blog/which-type-of-fundraising-event-is-best-for-your-nonprofit/

TIP: Even though Event Marketing typically has a low audience reach and can be costly to produce, events tend to score high for retention and generating new leads because of the solid face-to-face time you get with people.

Content Marketing
Content Marketing is the creation and promotion of content assets to generate brand awareness, traffic growth, lead generation, or donations.
In order for it to work, you will need to give prospects valuable, relevant, shareable “snuggets” (snackable nuggets of information awesomeness).

Content Marketing includes video/audio, image with content, blog posts, social media posts, and digital newsletters or emails.

The first place to look to see if your content is filled with snuggets is your website.
As you are reviewing the copy, images, and video ask yourself this question, “Who cares?” If the awesomeness is not there, then rewrite your content again and again until you get it right.

Next, begin posting more articles like blogs and make sure that you have a spot-on newsletter. And please don’t forget the power of video… especially on social media platforms.

TIP: You’ll get 94% more views on your post or website with video.

Content Marketing is the perfect strategy to employ for improved retention or if you have a smaller budget.

Influencer Marketing

Influencer Marketing refers to finding the right people who happen to have a strong online presence. If your values line up and you pitch them correctly they will influence their followers or subscribers to donate, volunteer, etc. to your nonprofit.
Think of it as word-of-mouth marketing to the power of 10!
Influencers can be bloggers, journalists, authors, consultants, analysts, etc.
The most valuable influencers typically have:

  • A strong online presence with influence over potential donors and partners
  • The ability and reputation to align with your brand and mission
  • Built a ton of credibility and trust with their audience

TIP: This is almost always a pay to play strategy.

Digital Marketing
The short definition for Digital Marketing is using digital technology to reach potential donors, volunteers, and partners.

We cannot get enough of it! Here’s why: Something as simple as putting videos up on your website can increase your Google first page ranking up to 50%.

Tip: Digital Marketing costs less too… up to 62% less than traditional marketing plus it has the highest potential reach.
Some common examples of Digital Marketing are:

  • SEM (Search Engine Marketing
  • Paid Search also known as PPC
  • SEO (Search Engine Marketing /no cost strategies include: how fast your page loads, if your content is relevant, if your content is fresh, using header tags, and ensuring that your images are the right size and format
  • CRO (Conversion Rate Optimization)
  • Facebook, Instagram and other social platform (organic and paid)
  • Funnels & Email Nurturing Campaigns
  • Landing Pages
  • Video
  • Infographics
  • Earned online publicity (reviews – social proof, links to your website, digital articles and blog posts written about your organization)

BONUS MATERIAL

Affinity and Affiliate Marketing
People often get confused about the difference between Affinity Marketing and

Affiliate Marketing.
Basically Affinity Marketing is just another name for a referral program. You go about it by forming relationships and partnering with different businesses and organizations to reach a wider audience.

Another option is that you offer a discounted service or product to your donor base. Every sale nets a percentage back to your nonprofit. This type of program works best if:
1) The product or service aligns with your mission
2) The company you partner with has the same values and standards
3) The company doesn’t expect you to do all the heavy lifting (they should help you market the partnership to their database, put your logo and link to your website on their own, and provide you with ideas, strategies, and materials)
4) There’s a set fundraising goal and people know they are funding something specific
Affinity Marketing is the most challenging strategies to pull together but the rate of return can also the highest.

Affiliate Marketing is a pure performance-based relationship. Example. You sell someone else’s products or services and get rewarded for doing it.

Tip: Amazon Smile is the perfect example of an affinity program.

Thanks for stopping in at The Cause Café. If you’d like a free checklist to see if your nonprofit website is donor friendly, send us an email request to meetme@thecausecafe.com

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