Nonprofit Generational Marketing Amy Neumann Advance Ohio BVU 111616
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Generational Marketing for Nonprofits – MythBusters Edition ADVANCE OHIO November 16, 2016 Amy Neumann Nonprofit & Technology Development November 16, 2016
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Transcript of Nonprofit Generational Marketing Amy Neumann Advance Ohio BVU 111616
Generational Marketing for Nonprofits – MythBusters Edition
ADVANCE OHIO
November 16, 2016
Amy NeumannNonprofit & Technology Development November 16, 2016
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AGENDA
MYTHS AND TRUTHS ABOUT WHO LIKES WHAT, BY GENERATION
MYTHS AND TRUTHS ABOUT WHO IS PAYING ATTENTION WHERE
MYTHS AND TRUTHS ABOUT MESSAGING: HOW DATA CAN BE YOUR BEST FRIEND
Q & A
WHO LIKES WHAT, BY GENERATION
I N S E R T P H O T O H E R E
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• Donors engaged and giving through multiple channels return 46% more value
• Online donations are trending up by more than 30% YoY
• Email results in 1/3 of online fundraising revenue
• Giving through social media grew more than any other channel from 2014-2015
• Most nonprofits cite Facebook as the most effective engagement platform
• The average individual, one-time online gift is $102
NONPROFIT INDUSTRY TRENDS
Source: 2016 M+R Benchmark Study
2005
2013
https://www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic
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• Younger generations—particularly Millennials—are as philanthropic as older generations. The challenge for nonprofits is to compel these relatively younger donors to support their mission repeatedly and over time.
• Younger generations distinctly value transparency; 60% decide to donate based on whether they can see their gift’s impact
NONPROFIT INDUSTRY TRENDS – GENERATIONAL GIVING
WHO IS PAYING ATTENTION WHERE
“Social Media” (and Content)Social media = people. It’s the same thing humans have done since the dawn of time – connecting.Being where people are, when they are, how they prefer, with the information they want. On a phone...a computer...a tablet...at work, at home, anywhere.
People tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow. How does your Twitter strategy fit into the
humanness of marketing?
https://www.linkedin.com/pulse/smile-amazon-helps-your-nonprofit-get-free-money-amy-neumann?trk=prof-post
- Blackbaud, 2015 Charitable Giving Report
42% = amount of potentially wasted marketing without a mobile-friendly site
60%+ of all online activity is now mobile
Google says up to 70% of people abandon non-mobile sites on their phones almost immediately
CONTENT AND MESSAGING: HOW DATA CAN BE YOUR BEST FRIEND
https://www.youtube.com/watch?v=RP4abiHdQpc
https://www.youtube.com/watch?v=RP4abiHdQpc
Talk About What People Want To See or Read – Not What You Want To Talk About
For Content About You:
Who do you want to reach?What do you want them to know?
What do you want them to do?(And think about FAQs)
Places to Find Ideas• Borrow inspiration from people already doing a good job – ask your
friend Google for suggestions like:• Best blogs on x topic• Case studies best content on x topic• Case studies best social media for x industry • Industry leaders for x topic (or industry)
• Who’s popular for that topic or industry on Twitter? Pinterest? Facebook? LinkedIn? What do they talk about? What content gets the most interaction (retweets, likes, etc.)?• Who has a blog on that topic or in that industry with articles that
get shared a lot? Which articles do best?
Useful, Helpful, Relevant = Good Content
• Try to keep the conversation 80-90% about what interests your audience - and only 10-20% about your organization
• Sharing content that is relevant, helpful and useful to people who might give, advocate or volunteer is most productive.• What does your audience care about that is
only slightly related to your nonprofit?
• You can also talk about things all humans are interested in.
Creating Great Content IdeasEvergreen ListsQuotesCommunityHow To’s/ HacksTopical/TrendyNewsEntertaining/InspiringEducationalAbout Us/Promotional/TestimonialsContests QuestionsPolls
Other Creative Types of Content
• Infographics• Memes• Guides• Videos• eBooks• Book or Product Reviews• Visual Instructionals (step by step photo how-to)
• Link/Resource Pages• Case Studies• Podcasts• Interviews• Guest Posts/Content• Research• DIY
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LEVERAGE YOUR RESOURCES — MAXIMIZING YOUR DATA
VIDEO
SOCIALMEDIA
DISPLAY
CONTENT
MOBILE
YOUR CRM/EMAIL
DATA
YOUR WEBSITE
DATA
ADVANCE 1ST & 3RD
PARTY DATA
ADVANCE OHIODATA MANAGEMENT
PLATFORM
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• Once your data is ingested into a Data Management Platform and matched, it can be used to reach current and potential audiences by:• Serving messages directly to the audience of
individuals matched within the DMP.• Creating audience profiles using your
database’s behaviors to help you understand who your current audience is and what messages to serve them.
• Building look-a-like audiences using those attributes to find additional similar people who may also be interested in giving, advocating, or volunteering
BENEFITS OF DATA INGESTION
Source: 2016 M+R Benchmark Study
“…Three quarters of nonprofits are investing in paid marketing online, including paid search, retargeting, and text and display ads.”- NTEN 2015 Nonprofit Benchmarks Report
http://www.nten.org/article/2015-nonprofit-benchmarks-report-2/
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SUMMARY
THERE ARE COMMON TRAITS AND DISTINCT DIFFERENCES AMONG AUDIENCES
ALMOST EVERYONE SPENDS LOTS OF TIME ONLINE, INLCUDING ON SOCIAL MEDIA AND ON MOBILE DEVICES
PEOPLE WANT MESSAGES TO MAKE SENSE TO THEM – DATA CAN HELP DETERMINE HOW TO DO THAT WELL
Q & A
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T h a n k y o u .
Amy NeumannNonprofit & Technology Development
Presentation will be available at:
http://www.slideshare.net/amyneumann
