Strategic Marketing for Non-Profits
Chisa D. Pennix-Brown, MBA CEO of Lady Bizness [email protected]
Welcome & Agenda • Please turn phones to silent or
vibrate • Ask questions• Facilitator & Introductions
• Join the Email List at
http://eepurl.com/tq3Xj
Strategy A strategy is a plan of action
designed to achieve an objective. Strategies tell
you how you’re going to get there, the overall direction you
are going to take.
Mission
Acquiring New Donors 53%
Engaging Our Community 49%
General Brand Awareness 40%
Retaining Current Donors 30%
Top Goals
Board Members Volunteers
Don
ors Social O
utlets
Media
Other Agencies
Aff
ected
Population
Com
mun
ity
Building Your Nonprofit
Marketing Strategy
Social Media computer-mediated tools
that allow people to create,
share or exchange
information, ideas, and
pictures/videos in virtual
communities and networks.
Facebook• Fan Page (BUSINESS)
• Likes
• Most similar to a website
• Collect emails
• Connect with customers
• List events
Twitter • Microblogging
• Connect worldwide
• Create lists
• Follow Influencers
• See what’s trending
• Fast Paced
Instagram• Picture based platform
• Must use on your phone
• Younger Demographic
• Visually attractive
• Use hashtags
• Great for products &
brands
Pinterest• Photo Based Platform
• Great Referrer of Traffic
• Integrates into Selling
• Primarily Women
• Use websites and post
relevant content
YouTube• Video Platform
• Information based
• Use to familiarize people
with your brand and
processes
• Integrate into your
website
Periscope • Video Platform
• Immediate response
• Only used on cell phone
• Build an Audience
• Integrate into new
marketing efforts
Email Client • MailChimp.com
• Use it to connect
• Share campaigns on
Social Media
• Track emails
Choose Your Apps• IFTTT.com
• Hootsuite.com
• Buffer.com
• PageModo.com
Action Plan
#BiznessBranding #LadyBizness
DistributionHow does your
MESSAGE get to the TARGET?
Sample StrategyCreate a message the 5 W’s in place
Who? What? Where? When? Why?
Create a press release 1 page, include links, contact informationMake it a PDF [www.PRLog.com]
Use this same message to put information on event
List on Eventbrite Customize Your Link
List on Facebook Invite people on Facebook Add in others as event administrators
Create Shortlinks for easy sharing Link Shortner [www.Bit.ly]
1
Sample StrategyCreate a List of influencers to send message to
Chamber of Commerce(s)Business Groups
Create physical handouts and select prime locationsWhere is your target audience? Include phone numbers (Google Voice)Take Photo & Keep in your phone
Share your links on social media outlets Linkedin Posts and Groups Send Individual Messages
Write about the event on your blog/website Have members share the event Give each event a hashtag [#]
2
Sample StrategyCreate a video using photos to indicate target
Periscope/Vimeo / YouTube /Animoto Share (links or embed) in your emails
Create messages that tell people WHY?Age, Gender, Income, IssueAsk questions that will lead target Provide accurate goals of the event
Engage your target audienceUse photosUse sponsor logos & descriptions Send Weekly/Daily updates Ask for donations Provide opportunities for newsletter signupAsk for follows on social media Tell people to share the campaign Connect with the media
3
Measure Results
•Number of Fans•Monetary Donations•Quantity of Donors•Board Members •Online Donations
•Attendees•Memberships•New Followers•Annual Revenues•Email/Newsletter Opens
What is Your Show Up & Show Out! Moment?
Find this presentation online at www.SlideShare.net/LadyBizness
Please write a recommendation for me at Linkedin.com/in/LadyBiz
Thank you for having me!