Interactive Marketing for Nonprofits

L O C AT I O N 3 M E D I A ’ S

NONPROFIT SEMINAR

DIGITAL MARKETINGI like

WHY ARE WE HERE TODAY?

Let’s try to understand

THINGS TO CHEW ON

• Your audience wants a voice• User Generated Content is the most

influential piece of “media” you have• Best Buy is spending 20% less on TV and

adding it to social• Pepsi pulled out of the Super Bowl to

launch Pepsi Refresh

Great digital advertising uses brand behaviors to inspire consumer behavior.

IN 8 IDEASDigital marketing

DIGITAL ISN’T ABOUT TECHNOLOGY

First:

IF YOU CAN’T BE A DIGITAL NATIVE, BECOME A DIGITAL IMMIGRANT

CREATE IDEAS THAT GENERATE CONTENT, ALLOW AUDIENCE TO BE A PART OF STORY

This should be the fun part:

BE SIMPLE, BE MAGICAL, NEVER STOP PLAYING

Here are the nice warm and fuzzy words:

LEVERAGE EXISTING BEHAVIOR

Crowd sourcing doesn’t have to suck…a.k.a….

MASTER CONVERSATION STRATEGY

This takes significant time:

EXPECT PAINI know you probably don’t want to hear this but,

N O N P R O F I T O N L I N E M A R K E T I N G

Pay Per Click

P A Y P E R C L I C K

What is Pay Per Click?

Pay per click (PPC) is the pricing structure used by search engines to charge an advertiser each time a user clicks on the advertiser's ad.

The amount is usually set by the advertiser, not by the channel.

PPC lets you reach the right customers at the right time, shows success metrics almost instantaneously and provides actionable data for optimization efforts.

What basic terminology should I know?

• Keywords• Impressions• Clicks• Click Through Rate (CTR)• Cost Per Click (CPC)• Match Types• Quality Score• Bids• Conversions• Conversion Rate

How do I create my keyword lists?

• Research– Site content– Major categories– Competitors

• Expand– Build on major categories– Utilize keyword tools (https://adwords.google.com/select/KeywordToolExternal)

– Include as many relevant keywords as possible– Competitor keywords– Niche areas– Seasonal

• Target– Use proper match types

How do I create my keyword lists?

• Scrub– Filter through your keyword lists to eliminate irrelevant terms

• Group– Organize your keywords in thematic clusters– Keywords should be grouped with ad copy in mind– Relevant keywords with targeted ads

• Rinse and Repeat– Keyword development is ongoing

• Search Query Report• Google Opportunity Reports

What are the keyword matching options?

•Broad match: keyword

•Phrase match: "keyword"

•Exact match: [keyword]

•Negative match: -keyword

How do I structure my campaigns?

• Account Level• Campaign Level

– Geo-Targeting– Search vs. Content– Major Categories

• Ad Group Level– Specific Keyword Group

• Tight Themes

– Customize Ad Copy• Closely related ad text

matching your specific keyword groups.

How do I create effective ad text?

•Create simple, enticing ads•Use a strong call-to-action• Include your keywords in your ad text•Choose the best landing page•Test multiple ads in each ad group

How do I control the cost of my campaigns?

• Keyword Bidding– Control the cost you are willing

to pay per click– Max CPC

*Note: Google Grant campaigns cannot exceed a max CPC of $1.00.

• Daily Budget Caps– Control the amount you are

willing to spend per day

How do I target the right audience?

• Geo-targeting– Country– State– City– Custom

• Ad Scheduling– Day Parting– Time Parting

What type of distribution should I use?

Google Search/Search Partners

What type of distribution should I use?

Google Content NetworkNote: Not available for Google Grant Funds.

How do I improve / optimize performance?

• Conversion Goals– Goals should be measurable and

have an associated monetary value– Donations– Volunteer Signups – Newsletters

• Bid Management– Keyword specific bidding strategies

based on accumulated data– Conversion Rates– Maximize traffic within funds

How do I get a Google Nonprofit Grant?

Eligibility

• Available to 501(c)(3) certified nonprofit organizations

• Organization include those serving the arts, education, health, science, technology, and volunteering

• Restricted organizations include those selling goods/services, community groups (clubs, sports teams), and religious groups

Benefits

• A grant of $10k per month to be used within the Google Adwords program

• Google Checkout ™ (Donation) button available to certified nonprofits

Limitations

• Google Content Network unavailable

• Max bid of $1.00 per keyword

Search Engine Optimization

What is SEO?

“Search Engine Optimization is the process of improving the volume or quality of traffic to a web site or a web page from search engines via “natural” or un-paid search results.”

“70% of search engine users choose to visit websites that appear in the top 10 organic results.”

-Forrester research

Step 1: Choose your keywords

@tarla // @Location3 // #L3Mnonprofit

1. Determine pages relevant for SEO

2. Select keywords for each page

3. Research variations

4. Pull and compare data

5. Choose 2-4 keyword per page

How do I choose keywords?

“performing arts donations”

“urban scholarship programs”

“edu

“giv

Step 2: Benchmark

Data from analytics:

• organic visits

• non-branded organic visits

• organic conversions

• non-branded organic conversions

Data from the search engines:

• number of backlinks

• current positions on keywords

What data should I benchmark?

Step 3: Optimize your website

• URLs

• Titles

• Meta Descriptions

• Meta Keywords

• Content

• Internal Linking

How do I optimize my website?

Step 4: Link Building

What is link building?

Acquiring links from relevant sources (websites/blogs) that direct back to your site, preferably with a chosen keyword in the anchor text.

Why do we need to link build?

The search engines (Google in particular) see these links as “votes” for a website, so the more links from high quality, relevant sites, the higher the site will rank.

How do I link build?

Submit to online directories:• Business.com• Best of the Web• Yahoo! Directories• DMOZ

Contact partners, affiliates and other organizational relationships.

What types of links are available?

Sidebar

In Content

Step 5: Content

• Content for the site

• Press releases

• Articles

• Blog!!!

What content do I need to create?

What do I do with the content?

• Post on your website

• Post on others websites/blogs

• Article and press release syndication sites

• Facebook and Twitter

• Social news and bookmarking sites

• Blog!!!

Step 6: Reporting

• Keyword positions

• Organic traffic by keyword and keyword groups

• Total organic non-branded traffic

What data is important to SEO?

Mar '10

Jan '10Nov '09

Sept '09

July '09May '09

Mar '09

Jan '09

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Google Average Monthly Positions

% Page 2 % Page 1 %

70.00Branded vs. Non-Branded Leads

Branded Non-Branded

Keyword Search

Volume:

Google Adwords External Tool

Keyword Variations:

Google Adwords External Tool

Search queries

Google Suggested search

Check Backlinks:

Yahoo! Site Explorer

Website Reporting:

Google Analytics

Google Webmaster Tools

MSN Webmaster Center

Free Tools

Social Media

@angiepascale // @Location3 // #L3Mnonprofit

Create a Fan Page

not a Group

Create a branded vanity URL

Customize your Fan Page with apps, Static FBML, boxes, etc.

Ask questions in status updates

Engage fans and encourage conversations

Start discussionsPoll/survey fans

Twitter is a two-way

conversation, not a

monologue

Build followers by following

relevant, interesting

people@angiepascale // @Location3 // #L3Mnonprofit

Ask & answer questions

RT generously

Compliment others

S O C I A L M E D I A

TwitterDon’t be like Augustus;

Use moderation

Join YouTube’s Nonprofit Program

Add keyword-rich title and tags

Add descriptions

Include branding elements in videos

Measuring Success

Which posts/videos had most responseWho interacted the most

Basic fan demographics

Record growth of followers, fans and subscribers from month to month

Increase of positive comments

Decrease of negative

comments

Referring URLs

Unique vs. Returning Visitors

Time on Site/Bounce Rate

GOOGLE ANALYTICS

Resources

• Facebook Fan Page Signup: http://www.facebook.com/pages

• Facebook Best Practices for Nonprofits: http://www.diosacommunications.com/facebookbestpractices.htm

• Facebook Vanity URL: http://www.facebook.com/username/

• TwtPoll: http://twtpoll.com/

• Yahoo! Answers: http://answers.yahoo.com/

• Google AdWords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal

• TweetStats: http://tweetstats.com/

• Bit.ly (URL shortener): http://bit.ly

• YouTube Nonprofit Programs: http://www.youtube.com/nonprofits

• YouTube Agent Change: http://www.youtube.com/agentchange

• YouTube Video Volunteers: http://www.youtube.com/videovolunteers

Web Analytics

@samanthabedford // @Location3 // #L3Mnonprofit

What is Web Analytics?

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

What is the value of web analytics?

The value of web analytics is undeniable.

Web analytics data >> customer intelligence >> actionable insights >> improve site performance >> increase donations/volunteers

Newton’s Third Law of Motion - Repurposed

For every action, there is an opportunity for an intelligent reaction.

Web Analytics Cycle - Prior to Data Collection

Set Goals

Implement Code

Analyze Data

Web Analytics Cycle – Once Data Is Collecting

Translate Insights

Inspire Visitors

Continually Collect Data

Reporting

Free Tools

SOS Outreach – Analytics Success

116.50% increase in visits181.48% increase in page views30.01% increase in pages per visit36.40% increase in average time on site18.91% decrease in percentage of new visits

SOS Outreach – Analytics Success

Analytics Services – Weekly Email Reporting

Analytics Services - Reporting

Sample report and results from our insights

Before and after

Put together a basic initial look at their analytics……

Before Location3 Media

After Location3 Media

Google Website Optimizer (GWO)

• GWO is a landing page optimization platform

• Lets various versions of landing page elements go head-to-head to see which combination generates the most volunteers/donations

Case studyhttp://www.searchenginemarketingstrategy.com/wwcs/

Attention Wizard – Eye Tracking

Crazy Egg Heat Maps

Google Site Overlay Report

Mobile Marketing

M O B I L E M A R K E T I N G

Importance of Mobile

• SMS available on over 98% of ALL cell phones

• More than 100 billion SMS sent monthly

• 93% of adults ages 18 - 29 now have a cell phone

• 250 million American mobile customers

Source: Pew Internet Research, 2008 & 2009

Donations via SMS have generated more than $1 million in $5 gifts alone.

Importance of Mobile

Typical U.S. text messenger:

• 38 years old

• 51% female

• Sends/receives 357 text messages per month

Source: Pew Internet Research, 2008 & 2009

Haiti Case Study

January 12 Earthquake hits

January 13 Text HAITI SMScampaign debuts

January 13 $1.5M

January 14 $4.7M

January 17 $20M

Smaller Mobile Giving Projects

mGive’s Keep a Child Alive – Text ALIVE to 90999

St. Jude Children’s Research Hospital – Text HOPE to 90999

NASCAR Foundation – Text NASCARDAY to 90999

USA Cares – Text iCare to 90999

United Way – Text FIT to 864833

Best Friends Animal Society– Text PETS 90999

Go Red for Women American Heart Assoc. – Text HEART to 90999

MADD – Text MADD to 90999

Mobile Giving Foundation

• Organization that enables charitable giving over network of U.S. wireless carriers; they are registered in all states to accept wireless charitable solicitations

• 400 nonprofit organizations running more than 800 campaigns with $5 to $10 donation points

www.MobileGiving.org

• Participation rates range from 1.5% to over 18%

• Mobile giving campaigns often outpace online donor acquisition by a 3:1 factor

Mobile Giving Foundation

WHY DOES IT WORK SO WELL?

• Engage many contributors in a secure manner

• Fast course of action without wait or hold times

• Billing is accurate because of pre-determined dollar amount

• Organizations ability to see immediate results

• Ability for “texters” to respond immediately

MGF – How it Works

• Application is submitted to MGF for approval

• Once approved, develop campaign in conjunction with other donation strategies

• Work with MGF messaging platform

• Wireless carriers pass 100% of funds to MGF and MGF passes along donations to nonprofit

• Costs include short-code rental, reporting, and messaging charges

MGF – To Qualify

• Must be exempt from income tax under section 501(c)(3)

• Must be listed as a soliciting charity in the state where solicitations occur

• Must be in compliance with all state and federal laws

• Must be operational for at least one year

• For entire list of standards see: http://mobilegiving.org/Files/MGFGuidelines.pdf

SOS OUTREACH CASE STUDY

SOS OUTREACHA Youth Development Charity

What is SOS Outreach?

• Headquarters: Edwards, CO• Status: 501 (c)(3) • Offers: Year round outdoor recreation programs

to build self-esteem • Total Participants: 4,500 yearly with recent

merger with Meet the Wilderness• 3,000 through snowsports and 2,000 through

adventure programs• Relies on 950 volunteers annually and 500

donors to produce programs

SOS Outreach: Key Audiences

SOS Outreach

Google Analytics

Site Usage June 1, 2009 – April 22, 2010:• 51,359 Visits• 196,939 Pageviews• 3.83 Pages/Visit• 51.17% • 00:03:25 • 61.54% % New Visitors to the Site• Visitors Completed 2,803 goal conversions

Integration of Social Networking

• SOS Outreach – Featured photos, videos, blogs post to Twitter using Twitterfeed.com

• Twitter connected to LinkedIn, MySpace• Facebook Fan Page – Posts to Twitter and

MySpace • Members of SOS Outreach can post content

they’ve uploaded to other social networks with one click

Twitter

Facebook

YouTube

Google Checkout ™ Integration

“My son has benefited enormously from participating in the SOS program. He can explore

challenges and friendships in an environment free from the pressures of school, and is recognized for what he brings to the team rather than by

academic standards.” “I have personally witnessed how SOS

transformed the lives of countless children in the middle school where I taught as well as the high school where I currently teach. It has helped kids

stay on the "straight and narrow"…kids who I could see were headed for a weak future.”

Impact

SOS OutreachP.O. Box 2020Avon, CO 81620970.926.9292sosoutreach.orgtwitter.com/sosoutreachfacebook.com/sosoutreachyoutube.com/sosoutreach

L O C AT I O N 3 M E D I A ’ S

NONPROFIT SEMINARTwitter //

@location3

Email // info@location3.com

Phone // 720.881.8510

Facebook // facebook.com/location3media

LinkedIn // linkedin.com/companies/location3-media

YouTube // http://www.youtube.com/user/location3media

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