1. Free Guide:
Engaging Younger
Donors Online with
Inbound Marketing
An Introductory
Guide on How
Your Nonprofit
Can Reach an
Influential
Younger
Demographic
A Publication of
2. 2
IS THIS EBOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to
determine if your level matches the content you are about to read.
INTRODUCTORY This ebook!
Introductory content is for nonprofit marketers who are new to the
subject. This content typically includes step-by-step instructions on
how to get started with this aspect of inbound marketing and learn
its fundamentals. After reading it, you will be able to execute basic
marketing tactics related to the topic for your organization.
INTERMEDIATE
Intermediate content is for nonprofit marketers who are familiar with
the subject but have only basic experience in executing strategies
and tactics on the topic. This content typically covers the
fundamentals and moves on to reveal more complex functions and
examples. After reading it, you will feel comfortable leading projects
with this aspect of inbound marketing.
ADVANCED
Advanced content is for nonprofit marketers who are, or want to be,
experts on the subject. In it, we walk you through advanced features
of this aspect of inbound marketing and help you develop complete
mastery of the subject. After reading it, you will feel ready not only to
execute strategies and tactics, but also to teach others how to be
successful.
3. 3
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4. 4
Engage Younger Donors
Online with Inbound Marketing
By Hiba Haider
Hiba Haider is currently attending Babson
College and majoring in Marketing and
Global Business Management. She has a
passion for social entrepreneurship and has
been working for the nonprofit team at
HubSpot since June 2012. Working at
HubSpot has allowed Hiba to bring together
her love for marketing and helping others
into one.
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CONTENTS
Introduction /6
Website Optimization /7
Social Media /9
Email Marketing /14
Optimize for Mobile /17
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6. 6
Unless someone like you
cares a whole awful lot,
nothing is going to get
better. It’s not.
-Dr. Seuss
The magnificent Dr. Seuss provided us with wisdom applicable to
all aspects of life and to all ages. In order to succeed as Dr. Seuss did,
your nonprofit needs to create and share a story to bridge the widening
gap between generations to make your cause known by all.
Today’s generation is one captivated by technology, social media,
and Justin Beiber. And if there is one thing we know for certain about
these Millennials, individuals between the ages of 20-35, is that they are
powerful. When it comes to philanthropy, the youth of America is more
involved and energetic than ever before.
So what does this mean for your nonprofit? It’s crucial to captivate
this young audience who is spending a large percent of their time online.
Inbound marketing is an avenue to reach these students, activists, and
young entrepreneurs to be avid supporters of your cause. This guide is all
you need to get your organization started with the basics!
8. 8
65% of Millennials prefer to learn about
your nonprofit from your website.
Optimizing your nonprofit website with SEO and effective calls to action
is only half the battle. 88% of Millennials turn to your ‘About Us’ page on
their first visit to your website to learn more about your mission. They’re
also looking at how you use your donations. Getting your donors to your
website is your first challenge. But what they do when they get there is
equally important.
What your nonprofit should do:
• Have an actionable homepage – make it clear what you want your
visitors to do (i.e. donate, volunteer, or register for an event).
• Have a clear and concise “About Us” page that describes your
mission and vision.
• Show how your organization use its donations by sharing stories by
video or photos of your top donors or volunteers.
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10. 10
55% of Millennials prefer Facebook
and Twitter as an information source.
Rewind about 10 years and social media was nothing more than a
radical idea of some kids at Harvard and not even on nonprofits
radars. However, today social media is a driving force for many
organizations when it comes to spreading awareness and gaining
supporters.
For your nonprofit, Facebook and Twitter have both collectively
revolutionized the way volunteers, supporters, and donors interact with
their favorite causes. While other platforms such as LinkedIn, Pinterest
and Google Plus are following the trend, these two social media giants
are a good starting point for any nonprofit to launch a social media
campaign, including yours.
Tip: Include social media buttons on your website and in your
email marketing to start a following.
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11. 11
67% of Millennials have interacted
with a nonprofit on Facebook.
Facebook has become the second most important destination for
your supporters to find your organization. It’s a great place for your
organization to share valuable information with your audiences and
engage with donors and volunteers in real time.
But what do you post or share on Facebook? Millennials are looking
for information on upcoming events, statistics about your cause,
organizational news, volunteer opportunities, and videos. Decide
what your organization has to offer today, and share it.
3 things you can do on Facebook today:
• Create your Nonprofit Facebook page.
• Post a video, story or photo about a superstar donor or volunteer.
• Include social media icons on your website, blog, and in your next
email to drive supporters to your social spaces.
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12. 12
87% of Millennials follow a nonprofit
on Twitter.
Similar to what Facebook has mastered, the unexpected rise of
Twitter has made it possible for people to find and converse with
others with like interests online. Through this form of
microblogging, many Millennials find themselves adding their
constant stream of consciousness to the world’s conversations
about current events and pop culture.
Millennials are itching to get involved with your organization and
all you have to do is give them the opportunity to interact with
you.
Interact with supporters on Twitter today:
• Create your free Twitter account.
• Find your 10 biggest donors on Twitter and follow them.
• Personally thank donors, volunteers, and participants by
tweeting at them.
• Post upcoming event information or simply ask for donations
for your annual appeal.
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13. 13
How Millennials interact on Twitter
Following
87% nonprofits on
Twitter
67% Retweeting
nonprofit’s tweets
62%
Complimenting
nonprofits
57%
Using hashtags
about nonprofits
Using Twitter to
46 % see information
about nonprofits
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15. 15
47% of Millennials prefer to obtain
information about nonprofits via
email.
Email has become one of the most effective tools for marketers in
any industry. It should be the one of, if not the number one
avenue for your organization to communicate with your younger
donors directly.
Making sure each email you send speaks to your target audience
and clearly states what action you would like them to take. It’s
also important to find a happy medium on the number of emails
you send so they remain relevant and important without being
disruptive. Plan out your emails in advance over a 3-6 month
period and tie them to your upcoming campaigns and events.
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16. 16
What email topics attract a Millennial
the most? Survey says…
65%
61%
47%
32%
27%
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18. 18
77% of Millennials own smartphones.
The potential of reaching the younger generation on a mobile device
is more common than any other generation. This is the perfect reason
your nonprofit should consider optimizing your website and emails
templates for mobile devices. You can take it one step further and
optimize both for tablets and iPads as well.
Smartphones are also being used for accessing social platforms like
Facebook, Twitter and Instagram. The conversation an organization
has with an individual no longer needs to end at 5pm, since the
majority of people can access your nonprofit information throughout
the day. This is also gives you the opportunity to interact in real time
with your supporters.
What do Millennials do on their smartphones anyway?
51%- Facebook 37%- Events
31%- Twitter 33%- Shared News
25%- Contest voting 25%- Videos + Photos
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19. 19
And will you succeed? Yes
indeed, yes indeed! Ninety-
eight and three-quarters
percent guaranteed.…
-Dr. Seuss
Applying these best practices to your nonprofit’s strategy is an
undisputed way to transform your marketing team, raise awareness and
bring in donations from a passionate, young new donor base. The
statistics alone prove that there is value in these new marketing
approaches. Website optimization, social media, email, and mobile are
the first tools to focus on to engage the younger generation today.
Plus if you don’t believe, have a little faith in Dr. Seuss. He always knows
what he’s talking about.
All statistics are from the 2012 Millennial Impact Report.
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WANT TO LEARN MORE
ABOUT INBOUND
MARKETING?
Be sure to request a demo of our
HubSpot marketing software
tailored to nonprofit needs and
can bring all ideas to life!
Click here to request a
nonprofit product demo!
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