Kevin Erb and Heather Schoegler presented to the Paul Clarke Nonprofit Resource Center on May 20, 2014. The content is aimed at helping not-for-profit organizations: 1. Do more with less 2. Think and act strategically 3. Define their audience 4. Define their toolkit 5. Build their arsenal 6. Engage their audience 7. Transform their audience into advocates 8. Share inspiration

1. Paul Clarke Nonprofit
Resource Center
Marketing, PR, Social
Media, Engagement….
What’s the difference and
does it really matter to you?
May 20, 2014

2. Kevin Erb
Director of Public Relations and Social Media
A former editor and journalist, Kevin has a decade of experience in driving effective
corporate communications, public relations and social media efforts for a wide range of
companies — and most importantly, getting measurable results. Ferguson clients rely on
Kevin to analyze a strategic cross-section of media channels and tools and put his
unique perspective to work for them. A native of Fort Wayne, Kevin is a graduate of Ball
State University and is a passionate community supporter and volunteer.
Heather Schoegler, M.S.O.L.
Senior Associate
With over 12 years experience in public relations and 10 years in the healthcare
industry, Heather applies her experience to design projects, community campaigns, and
strategic planning. Most recently, she served as Director of Community Engagement for
Parkview Health and was responsible for leading efforts related to corporate citizenship,
strategy and public relations. She regularly speaks on social media and communications
topics. Heather serves on several local non-profit boards, volunteers and cheers the
community’s success. She holds a B.A. in Media and Public Communication, M.S. in
Organizational Leadership and is a candidate for a Graduate Certificate in Public Health.

3. What We’ll Cover
1. Doing more with less
2. Thinking - and acting - strategically
3. Defining your audience
4. Defining your toolkit
5. Building your arsenal
6. Transforming audience in to advocates
7. Empower your advocates
8. Sharing some inspiration
9. Answering your questions
PCNRC Marketing Seminar| May 20, 2014 ©MKM and Ferguson Advertising | 3

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DOING MORE WITH LESS
“It’s not about what you do,
but how well you do it.”

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DOING MORE WITH LESS
“It’s not about what you do,
but how well you do it.”

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DOING MORE WITH LESS
• Social Media
• Advertising
• Public Relations
• CSR
• Donor Relations
• Volunteer Relations
1

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DOING MORE WITH LESS
1

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DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY
• Who…is our audience
• What…are we trying to say
• Where…can we engage with them
• When…can we engage with them
• How…do we best say it
• Why…do we want to do this
?

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DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY
Audience
Objectives
Assets
Army

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DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY
SMART Goals
Specific
Measurable
Attainable
Realistic
Time-Bound

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DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY
SMART Goals
Communication
Strategies
Tactics

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Consider mapping out your goals,
strategies and tactics. By looking at
them visually, you can easily identify
gaps you need to further develop.
THINK AND ACT STRATEGICALLY
Tactics
Spreadsheet template via
http://amysampleward.org/2011/01/20/diy-community-
engagement-metrics/

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DEFINE YOUR AUDIENCE
Donors
Volunteers
Employees
Board Members
General Public

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DEFINE YOUR AUDIENCE
Demographic
Geographic
Psychographic
Audience Persona

15. WHY?
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DEFINE YOUR AUDIENCE

16. Targeting
Efficiency
Effectiveness
Engagement
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DEFINE YOUR AUDIENCE

17. “But isn’t everyone a potential donor?”
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DEFINE YOUR AUDIENCE

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DEFINE YOUR AUDIENCE
Spreadsheet template via
http://amysampleward.org/2011/01/20/diy-community-
engagement-metrics/ /

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Marketing
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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mar·ket·ing
noun ˈmär-kə-tiŋ
: the activities that are involved in making
people aware of a company's products,
making sure that the products are available to
be bought, etc.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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mar·ket·ing
noun ˈmär-kə-tiŋ
: “What”
verb ˈmär-kə-tiŋ
: “Selling”
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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Public Relations
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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pub·lic re·la·tions
noun
: the business of inducing the public to have
understanding for and goodwill toward a
person, firm, or institution; also : the degree
of understanding and goodwill achieved.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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pub·lic re·la·tions
noun
: “What.” also: Awareness building.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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Social Media
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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so·cial me·dia
noun
: forms of electronic communication (as Web
sites for social networking and microblogging)
through which users create online
communities to share information, ideas,
personal messages, and other content (as
videos)
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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so·cial me·dia
noun
: “Where;” a conversation. Today’s online
version of deli counter or water cooler.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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Engagement
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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en·gage·ment
noun
: emotional involvement or commitment
<seesaws between obsessive engagement
and ambiguous detachment — Gary Taylor>
[Engaging = tending to draw favorable
attention or interest]
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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en·gage·ment
verb
: “How”; Building Relationships. Creating
investors and advocates. Encouraging trust
and linking arms, while raising awareness and
visibility. How a consumer is interacting with
your brand.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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en·gage·ment
verb
: “Process of building relationships with
community members who will work side-by-
side with you as an ongoing partner, in any
and every way imaginable, building an army
of support for your mission, with the end goal
of making the community a better place to
live.” - Community Driven Institute.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT

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BUILDING YOUR ARSENAL

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BUILDING YOUR ARSENAL
s

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BUILDING YOUR ARSENAL
Cultivation
Creation
Curations

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BUILDING YOUR ARSENAL
Cultivation
Marketing Collateral
Website
Annual Report
Photos & Videos
Stories

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BUILDING YOUR ARSENAL
Creation
Stories
Events
Case Studies/
Testimonials

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BUILDING YOUR ARSENAL
Curation
Current Events/
Local News
Trade Journals
Industry Experts
Bloggers/
Websites
E-Newsletters

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BUILDING YOUR ARSENAL
CONTENTSTRATEGY Content Inventory
Editorial Calendar
Content Opportunities

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BUILDING YOUR ARSENAL
Presentation
White Paper
Blog Post
E-Blast
Social Media

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BUILDING YOUR ARSENAL
Tradeshow
-Brochures
-Business Cards
-Portfolio List

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BUILDING YOUR ARSENAL
Tradeshow
Direct Mail
Targeted Email

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BUILDING YOUR ARSENAL
Tradeshow
-Client Testimonials
-Visual Portfolio
-Ltd Promo Item
Direct Mail
-Call-to-Action
-Ltd Promo Item
Targeted Email
-Attendees
-Booth Visitors
-Preso Attendees

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Meet Them Where They Are
Speak Their Language
Celebrate Them
Artist in Residence PROFILESTRANSFORMING AUDIENCE TO ADVOCATES

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BUILDING YOUR AUDIENCE
Hours
Location
Physical Space
Customer Service
Events
BUILDING AUDIENCE TO ADVOCATESTRANSFORMING AUDIENCE TO ADVOCATES

45. “What’s in it for me?”
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DEFINE YOUR AUDIENCEBUILDING YOUR AUDIENCEBUILDING AUDIENCE TO ADVOCATESTRANSFORMING AUDIENCE TO ADVOCATES

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BUILDING YOUR AUDIENCE
Image via
http://communityorganizer20.com/2012/05/18/why-the-
pata-facebook-metric-works-the-return-on-
engagement-of-community-commitment/
TRANSFORMING AUDIENCE TO ADVOCATES

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BUILDING YOUR AUDIENCE
Size
Does
NOT
Fit
All
TRANSFORMING AUDIENCE TO ADVOCATES

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DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY
SMART Goals
Communication
Strategies
Tactics

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BUILDING YOUR AUDIENCE
Donor Retention
TRANSFORMING AUDIENCE TO ADVOCATES

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BUILDING YOUR AUDIENCE
Meaningful Relationships
TRANSFORMING AUDIENCE TO ADVOCATES

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ENGAGING YOUR AUDIENCE
Prospects
Donors
Advocates
EMPOWER YOUR ADVOCATES

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Campaign
Marketing Cancer Service’s Prostate Cancer Awareness
Public Relations Kroger Community Engagement Report
Social Media Indiana Blood Center Facebook Contest
Engagement #LetsGiveAllenCounty
SHARING SOME INSPIRATION

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CANCER SERVICES OF NORTHEAST INDIANA

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KROGER COMMUNITY ENGAGEMENT REPORT

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INDIANA BLOOD CENTER

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LET’S GIVE ALLEN COUNTY

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LET’S GIVE ALLEN COUNTY

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LET’S GIVE ALLEN COUNTY

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LET’S GIVE ALLEN COUNTY

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LET’S GIVE ALLEN COUNTY

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LET’S GIVE ALLEN COUNTY

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LET’S GIVE ALLEN COUNTY

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LET’S GIVE ALLEN COUNTY

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Campaign
Marketing Cancer Service’s Prostate Cancer Awareness
Public Relations Kroger Community Engagement Report
Social Media Indiana Blood Center Facebook Contest
Engagement #LetsGiveAllenCounty
SHARING SOME INSPIRATION

65. Thank you.
PCNRC Marketing Seminar| May 20, 2014 ©MKM and Ferguson Advertising | 65

66. Kevin Erb
Kevin@fai2.com
260-426-4401
Heather Schoegler, M.S.O.L.
HSchoegler@MKMdesign.com
260-422-0783
@HSchoegler
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