Advice for nonprofit marketing and communications staff on changes to make in 2014. Includes where to start and next steps.

1. 7
Changes to
Make in 2014
#npchanges14
Listen to the webinar recording of this presentation:
npmg.us/7changes2014

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4. 1
2 3 4 5 6 7
Changes to Make in 2014
Make Your Website
Your Online
Headquarters

5. Facebook did
WHAT?!?!
Put energy into the
things you can control!

6. • Use a CMS to manage your site and
train staff to use it
• House your best stuff on your site

7. • Add a blog to give you more flexibility
• Add social media widgets to add more
“real time” energy

8. • Add a Tracking Dashboard with key
indicators
• Add “website improvements” to your
budget

9. 1
2
3 4 5 6 7
Changes to Make in 2014
Create a REAL Email
Segmentation
Strategy

10. First
Time
Donors
Never
come to
events
Age
Only care
about
one
program
People expect you to
frame and customize
your communications
for them.

11. • Understand what goes where in your
dbases and how they connect
• Decide how to segment
• Develop a plan to collect that data

12. • Edit/create website forms to collect
data you need to segment by
• Send more targeted communication
• Track what happens and refine

13. • Reorganize content on your website to
correspond with your segments
• Show different content to different
people on your site

14. 1 2
3
4 5 6 7
Changes to Make in 2014
Create More
Marketing Morsels

15. You said something
really important at the
end of that article??
Most people are
gorging on the
morsels, so make
those really good.

16. • Write a good subject line and headline
• Learn how to add text to photos
• Know how to use your camera phone

17. • Create more cheese and less broccoli
• Break stories into snippets as your
write them
• Create share-worthy graphics

18. • Fix email templates to be more mobile
friendly
• Create a responsive website

19. 1 2 3
4
5 6 7
Changes to Make in 2014
Find Influencers
Who Could Break
Things Open

20. I can make that happen in
a 5-minute phone call! It
would take you years.
Invest time in relationships.

21. • Brainstorm who could really help your
organization
• Learn how you can be helpful to these
influencers
• Arrange an introduction

22. • Build relationships over the next year
• Be genuine, generous, and grateful
• Do NOT ask for anything

23. • Keep refining your short list
• Ask when it feels natural

24. 1 2 3 4
Changes to Make in 2014
5
6 7
Align Your Marketing &
Fundraising Goals

25. “Now that we’re all on the same page, maybe we can
raise enough money to buy another computer.”

26. • Talk to each other, in real time,
regularly
• Share a Big Picture Communications
Timeline

27. • Plan themes and story arcs together
• Coordinate your day-to-day editorial
calendars

28. • Develop common goals in annual work
plans or long-range strategic plans
• Refine accountability/chain of
command to reward coordination.

29. 1 2 3 4 5
Changes to Make in 2014
6
7
Resist Multi-Channel
Content Dumping

31. • Know what works best where and
experiment to find out!
• Create content with communications
channels in mind

32. • Everything goes in at least three
formats
• Figure repurposed content into your
editorial calendar (make it a third)

33. • Shift from single channel to multichannel to omni-channel mindset
• Truly embrace the idea that you are
publisher and broadcaster

34. 1 2 3 4 5 6
Changes to Make in 2014
7
Find a Circle of Friends
in the Business

35. workingatanonprofit.tumblr.com

36. • Connect with others online
• Make time to read the awesome
bloggers in our space

37. • Go to a conference to network (yes,
skip most of the sessions)
• Have lunch once a week with another
human being

38. • Start your own local meet-up of
nonprofit communicators
• Horn your way in on a related group
(AFP, PRSA etc.)

39. 7
Changes to
Make in 2014
1. Make Your Website Your Online Headquarters
2. Create a Real Email Segmentation Strategy
3. Create More Marketing Morsels
4. Target a Handful of Influencers Who Could
Break Things Open
5. Align Your Marketing and Fundraising Goals
6. Resist Omni-Channel Content Dumping
7. Find a Circle of Friends in the Business

40. 7
Changes to
Make in 2014
Get advice on making
these changes happen
by watching the webinar recording:
npmg.us/7changes2014

41. Kivi Leroux Miller
@kivilm
Facebook.com/
nonprofitmarketingguide
kivi@ecoscribe.com