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Carter
1. FIVE SINS OF NONPROFIT
MARKETING & THE PROMISE OF
SOCIAL MEDIA
2. Agenda
• Introductions
• Why Nonprofit Marketing Matters
• Five Sins of Nonprofit Marketing
• Why Social Media Matters
• What You Need to Know about Google,Twitter &
Facebook
• Social Media Audit Results for CL&M Clients
• Appendices
2
3. Why Nonprofit Marketing Matters
• What is “Marketing?”
– Market Research that provides data & insights
– Marketing Communications that create awareness
• How does that help nonprofits?
– Research enables them to:
• Target communications
• Refine programs to meet audience needs
– Awareness enables them to attract/retain:
• Donors
• Members
• Volunteers
3
4. Marketing Planning/Communications
Not Grounded in Research
• Sin #1
– “We know our audience – we’ve been doing
this a long time”
– But times change, now more than ever
– Research need not be expensive
• Online tools like Survey Monkey
• Telephone surveys by staff
• Visitor surveys
– Without research, it’s tough to measure ROI
4
5. Marketing Basics Ignored
• Sin #2
– Brand positioning/differentiation
– Marketing strategy
– Audience definition
– Messaging
– Marketing plan w/ objectives tied to
organizational objectives
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6. Communications Not Consumer
Focused
• Sin #3
– Often reflects lack of research – organization doesn’t
know stakeholders
– It’s all about the organization and what it wants to do
– Everyone – Board & Staff – is an expert: “Let’s show
‘em what we know
– Website devoted to XYZ Disease Association, not
people with XYZ disease
– Flip side: communications try to be “all things to all
people”
• Also reflects lack of solid positioning/differentiation
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7. Content Development Given Short
Shrift
• Sin #4
– Multiplicity of channels, especially Social, makes content
development critical
• “Everyone is watching you … all the time”
• Organizations can’t afford dated websites, month-old blogs
– Content development need not be expensive
• Again, online surveys
• First-hand stories about/by the people your organization helps
• Trends in data maintained by your organization
– Every organization has hidden content assets – they just
have to look for them
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8. Marketing Treated as Cost – Not
Necessary Investment
• Sin #5
– Organization leaders don’t understand power of
marketing
• Hire web designers, brochure writers
• Instead of strategic thinkers who can impact overall
results
– “Why spend these dollars if we can’t measure
results?”
• But results can be measured
• In fact, if you can’t measure it, don’t do it
– Which is why you can’t afford Sin #1
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10. Information Delivery is undergoing
“The word blogchange
a radical is irrelevant.
• Pace of change: It took more than 1 year is sell 1
What's important is that it to now
common, and will days to sell 1 Million +iPads
Million iPods but only 28 soon be expected,
• New technologies: By 2012 smartphones will out sell
that every intelligent person (and
desktop and laptop computers combined
• quite a fewbehaviors: Search is the most will
New consumer unintelligent ones)
have a media the internet. Email is a close
performed action on platform where they
second
share what they care about with the
• New leader behaviors: 6/10 C-suite executives
world.”
conduct more than 6 daily online searches
10
11. A Part of Marketing
OUTBOUND MARKETING INBOUND MARKETING
• Direct Mail / email • Blogging
• Advertising • Social/Digital Media
• Marketing collateral • Public Relations
• Website
Interruption Permission
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12. Social Media is for Leads and
Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
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15. “Your brand isn’t what YOU
say it is, it’s what GOOGLE
says it is”
- Chris Anderson, Wired Magazine
15
16. Is your company ranked on the first page of Google?
If not, 3,923,869 sets of eyeballs missed your website
Source: http://training.seobook.com/google-ranking-value 16
17. • Twitter is a social networking and micro-blogging tool
in which users send and read posts of up to 140-
characters called tweets.
• Tweets are distributed to followers on a “feed” which
displays the tweets in real time
• Twitter now has 105,779,710
registered users
• New users are signing up at the
rate of 300,000 per day
• 180 million unique visitors come to
the site every month
• Twitter's search engine receives
around 600 million search queries
per day
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Source: Huffington Post, 4/21/10
18. Let’s Not Forget Facebook
• If Facebook was a country, it would be the
3rd largest in the world
• Idealware’s 2011 survey of Nonprofit
Facebook users found:
– 85% had moderate to substantial success in
increasing awareness of their organization
– 70% saw an increase in website traffic
– Almost 80% said they reached new “supporters”
• How much time did this take? An average
of 2.6 hours a week
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19. CL&M Clients Social Media Highlights
• Beth Abraham Health Sciences
– Barely on the radar screen
• Collegiate Chronicles
– Better but not much
• Museum of American Finance
– Rising star
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21. Speaker Biographies
• John Bliss is the founding principal of NonProfit Solutions LLC (www.non-profit-solutions.com),
which provides marketing services to nonprofit organizations. In his previous life, he founded
BlissPR in 1975 and grew it from two to 35 people with offices in New York and Chicago. He is a
former Chair of the Americas Region of Worldcom, the largest global network of independent PR
firms. On the nonprofit side, he is currently Treasurer of the Board of Trustees of the Hudson
Highlands Nature Museum and a Board member of Boscobel Restoration Inc. in Garrison NY.
He also previously served as Chair of the Museum of Holography in New York and as a national
Board member of Mothers Against Drunk Driving. He is a cum laude graduate of Princeton
University with a Master’s Degree in Journalism from Boston University.
• Elizabeth Sosnow is one of two Managing Directors of BlissPR (www.blisspr.com) , a New York-
based integrated communications firm with annual fee revenues of $6 million. The firm focuses
on professional, financial and healthcare, and its clients have included Deloitte & Touche, Hunton
& Williams, Towers Perrin, BDO Seidman, MetLife, KeyCorp, Chubb, Davies, Ward and the
Ontario (Canada) Ministry of Economic Development & Trade. Ms. Sosnow is a recognized
Social Media authority, having been named a “B2B Social Media Thinker” and “100 People to
Watch in PR.” Ms. Sosnow serves on the Board of Directors of Worldcom as Digital Chair, is a
graduate of Denison University.
23. Lawyers are already
experimenting, even Biglaw
• Leads: 10% of lawyers have had a client retain them as a result of use of online SM,
according to an ABA report
• Blogging: 96 of the 2009 AmLaw 200 law firms are now blogging. This number is up
from 39 firms since August 2007
• Reading Online: Blogs are most frequently used tool among in-house lawyers at the
largest companies (revenue of $1.5 billion to $9.9 billion) with 35% visiting a blog in
past 24 hours and 54% in the past week
– Nearly 70% of Corporate Counsel aged 30 to 39 expect their consumption of business and legal industry
news through SM platforms to increase within the next six months
• Tweeting: 29 of AmLaw 100 firms have a Twitter account, though many “blast” like
@WeilGotshal
• Updating: 37 percent of Counsel aged 30-39 have used Facebook for professional
reasons in the past 24 hours, and 48 percent – nearly half – have used it
professionally in the past week
– More than 10% of law firms in the country are on Facebook and more than 40% of attorneys, per ABA
23
24. How Lawyers Use Social Media
• Sullivan & Cromwell partner Frank Aquila, who was named a Legal Rebel
by the ABA Journal in part because of his use of Twitter (@FAquila). He
now writes for BusinessWeek, too.
• Land Use attorney Robert Thomas’ blog inversecondemnation.com led to
two Fortune 100 companies asking him to start work, not to submit a
proposal. They found the blog via Google.
• After 3 years, Roy Ginsburg’s blog Quirky Employment Questions hit over
10,000 unique visitors and led to a six-figure client.
• Dr. Lisa Haile, Partner and co-chair of DLA Piper’s global life sciences
sector uses Twitter extensively to demonstrate her thought leadership. It
netted an inquiry from a general counsel of a large target company
• Freshfields Bruckhaus Deringer set up an internal wiki to encourage
collaboration and knowledge sharing among its top rainmakers
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25. How can Law Firms get started?
• Recognize that you don’t have to start by getting “social”
– Combat distrust & cynicism with competitive intelligence and emerging insights
• Audit online activity on at least a quarterly basis
– Radian6, Techrigy, Scout Labs
• Construct “early warning” systems on key issues, competitors &
conversations
– TweetBeep, Backtype, BoardAlerts
• Harvest your existing contacts on LinkedIn, even if the lawyers are not
ready
– Flowtown
• Benchmark & monitor clients/peers using social media & LI report
• Consider targeted SEO project, perhaps for an up and coming practice
• Construct recruiting SM strategy to demonstrate that firm is evolving
• Harvest analytics from website and current email blasts
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26. Resources
• Legal Marketers
– Jayne Navarre: Virtual Marketing officer, upcoming
book on SM case studies for lawyers
– Nancy Myrland: Myrland Marketing, former in-house
– Heather Milligan: The Legal Watercooler
– Adrian Dayton: Marketing Strategy & The Law blog,
“Social Media for Lawyers: Twitter Edition”
– Nicole Black: “Social Media for Lawyers: The Next
Frontier”
– Mailing List: Both the LMA and Larry Bodine’s mailing
list offer good SM nuggets
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27. Legal Networks: Leads or…
referral sources?
• Legal On Ramp: invite only community with in house counsel
& attorneys
• Martindale-Hubbel Connected: just won an award for “Best
Closed Community”
• JD Supra: “cross-share” lawyer contributed articles (Mintz
Levin has given nearly 600 documents)
• Civile.IT: has more than 100,000 users per month (Italian)
• ACC listserv
• LexBlog: is blog publishing platform used by 65% of AmLaw
bloggers (incl. Russell Jackson’s)
• Avvo: has free lawyer profiles and a “content network”
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