MARKETING TRAINING

TODAY’S TRAINING

• Maximize your online profile

• Digital and Social Marketing

• Partner Opportunities

• Campaigns

• Events

• Guest Speaker Judy Williams

OTHER TRAININGS & RESOURCES

• VIDEO: What is Give For Good?• WEBINAR: Website Tutorial• VIDEO: Marketing Training• Important Documents• Graphics & Marketing Resources• Emails• Add us to your contacts!

BASIC RULES AND REMINDERS

• Raising unrestricted dollars• No benefits can be received from G4G donations• DO NOT send a receipt or tax acknowledgement letter to

donors• Insurance is required if hosting an event

WHAT’S NEW IN 2020?

• Give For Good website as a community resource• Year-round promotion of event and

volunteer opportunities

• Public organization goals• Real-time advanced giving• Donors can opt-in to volunteer

during check out

WHAT YOU PUT IN=

WHAT YOU GET OUT

MAXIMIZE YOUR PROFILE

MAKE IT ATTRACTIVE

• Utilize as many features as you can• Including testimonials, donation levels, events, and programs

• Make sure information is accurate and spelled correctly!• Add photos and videos• Link to your website and social pages

HELP DONORS FIND YOU

• Use a custom URL• Use this link everywhere and ask donors to save the date• Remember, all gifts amplified by the Lagniappe Fund

• Include several keywords in your content & keywords section• Geographic areas• Terms of interest• Diverse vocabulary• Put yourself in the mind of a donor. What are your donors searching for?

DIGITAL & SOCIAL MARKETING

ONLINE CONTENT

• Utilize and complement your current strategies; meet donors where they already are• Use existing contact lists• Emails and newsletters• Website• Blog• Digital ads – i.e. Google ads or a media outlet

SOCIAL MEDIA

• Energize your donors and fans and encourage them to share your message• Share photos, videos, and stories with those who already

support and follow you• Share CFNLA posts to amplify your own content• Utilize “influencers” that you already know (i.e. volunteers and

board members)• Find new donors by using targeted ads• Lookalike audiences, contact lists, zip codes, general interests

FROM OUR PARTNERS

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1,000 = $166*mailing services available

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THE FORUM

• Give For Good issue - April 22

• Give For Good section featuring information about G4G, how to donate, and all organizations’ ads

• Deadline to reserve space –April 15

KTBS MORNING SHOW

• All nonprofits invited to participate in KTBS morning show on Give For Good day

• Serves as a “pep rally” – bring posters, t-shirts, mascots, etc!

• Time – 4:15 AM, Location TBA

TOWNSQUARE MEDIA

• Buy-in to digital and social packages at a lower rate• Targeted and non-targeted digital ads• Facebook & Instagram ads• Radio app advertising

• Ads run April 21 – May 5• Townsquare handles creative• Packages $40 - $250 available

PEER-LED CAMPAIGNS

PEER-LED CAMPAIGNS

• Campaigns for your organization that are led by your peers• Allow board, staff, volunteers, and clients to tell your story and

fundraise on your behalf• Set goals and track progress• Have a separate link and profile, but all funds go toward your

Give For Good total, leaderboard, & Lagniappe Fund

PEER-LED CAMPAIGNS

• Look and act similar to a GoFundMe or Facebook birthday fundraiser• Donors create an account on the Give For Good

website to establish a campaign on behalf of their nonprofit of choice• Automatically approved, but organizations can remove

them• Campaign creation open now through May 4

EVENTS

WHY HOST AN EVENT?

• Great way to show off your facility• Staff and volunteers can interface with donors

• Partner with local businesses or other nonprofits• Attract new donors

**Remember, Give For Good is about building our community, engaging donors, and showcasing our work! Galas, dinners, and other large events may not pair well.

EVENT RULES

• No benefits received for donations• Memberships, tickets, merchandise, raffle tickets, etc.

• Must have insurance• Include CFNLA as additional insured & upload by April 20

• Must put event on Give For Good profile• When in doubt – send an email!

SHOP FOR GOOD

• May 4, 2020 – 11:00am-3:00pm• Give For Good organizations participate as “vendors”

• Space is limited and reservations are required• CFNLA provides:

• Table• 2 chairs• Tents• Info station

• Drawing for $500 Give For Good prize • Stay tuned for similar event in Ruston!

QUESTIONS

JUDY WILLIAMS

BEFORE GIVE FOR GOOD

• Start by exciting and empowering your employees, your Board, your regular donors.• Your employees and your Board can donate and reach out to

their friends and family.• Capture these feelings on video and post them before and

during G4G.

ENGAGE DONORS

• Give people a link to click to take them to your G4G page.

• Ask people to use a hashtag specific to you.

ENGAGE DONORS

• Ask a few current donors to make videos about why they donate, and post on your social media platforms and your website.

• Find new potential donors. Touch someone’s passion.

• Who would be passionate about your mission? Are there people out there who have been involved with your program, as clients or relatives/friends of clients, who are potential donors?

ENGAGE DONORS

• Have you seen people posting on social media about something related to your mission?

• My friend Jaya has posted often about her love for her rescue cats, and Robinson’s Rescue has reached out to her in the past.

MAKE IT PERSONAL

• Reach out by phone or in person when you can.

• Encourage tribute and memorial gifts, and find a way to showcase that.

TELL A STORY

• How have your clients transcended their circumstances, thanks to you? How can we relate as real human beings, how can we connect to them?

• Be authentic. We don’t want people to give out of pity but out of empathy.

TELL A STORY

• Use photos, videos, paint a picture. Who benefits from your program? Whose life has been transformed or made better because of your organization?

• Create a focus sentence for your story. • “I have a story to tell, and it’s interesting and compelling because

_________.”

MAKE A CONNECTION

• What does money donated buy for your client? How does $10 or $20 help? What does $10 buy for someone?

• Make your text rich with keywords so someone searching can find you.

AFTER GIVE FOR GOOD

• Thank people immediately if you can – and capture as much information about them as possible so you can reach out in advance next year.

QUESTIONS

KEY TAKEAWAYS

• Give For Good is now a year-round community resource for nonprofit information• What you put in = what you get out• Integrate Give For Good into the marketing tactics you’re already

using• Recruit others to share your story• Choose one or two marketing focus areas

IMPORTANT DATES

• April 20 – last day to edit profiles; event info and insurance due

• April 21 – advanced giving begins

• April 25 – Shop For Good

• May 5 – GIVE FOR GOOD

PRIZE DRAWING

MARKETING TRAINING