This document provides an overview of digital marketing fundamentals for non-profit organizations. It discusses various digital marketing strategies including content strategy, search engine optimization (SEO), blogging, social media, email marketing, and pay-per-click advertising. For each strategy, it provides best practices, examples, and factors to consider for implementation and success. The overall document aims to educate on developing an integrated digital marketing plan to engage donors, volunteers and constituents online.

1. introducing

2. Digital Marketing Fundamentals
Presented as a
Coastal Community Foundation
Workshop

3. what will we cover?
• Content Strategy
• SEO
• Blogging
• Social Media and social media sharing and advertising
• Email marketing
• Search marketing pay per click

4. digital marketing
• digital marketing is the promotion of
organizations via one or more forms of
electronic media.
• allows small, local organizations to compete
• requires business marketing strategy
• planned: annually, 6 mos, quarterly
• use a planning template

5. how they relate
Email
marketing
Website
+
Blog
Social
Media
Search
Marketing
PPC
Donor
Volunteer
Constituents

6. Digital Marketing
Content Strategy

7. which is more plentiful?

8. why strategy?
If you put effort into planning your
marketing and content strategy you
you’ll have a higher success rate and
also continue to execute based on a strategy,
versus reacting to what is wrong due to lack of
organization.

9. strategy questions
Before you jump into planning answer these
critical questions:
– What triggers your donor/volunteers?
– What are you seasonal / organization goals?
– Constituent & audience personas/segments; long-range
goal alignment
– What questions can you answer, problems can
you solve, or understanding can you add?
– What can you reasonably commit to?

10. constituent actions
needs tutoring for child
search Net for info
visits yr site
and calls
Gets
help

11. interactions funnel
show up in SERPs
visit website
sign up for newsletter
open / read
donate or
get services
or see org’s
PPC ad
or call for information

12. owned earned paid

13. distribute content

14. content is king
• Owned/Earned/Paid
• Increase Owned/Earned
• Create
• Distribute
• Share & Interact
• Plan paid to support

15. content development
• Photos
• Videos
• Text / written articles
• Curated content
Photo credit: Yutaka Tsutano

16. SEO

17. truth
“SEO has evolved to become the
result of an actual marketing
strategy versus marketing tactics”
Rae Hoffman

18. seo planning is step 1
• seo is not an item to be
left to the end
• plan first
• w/o planning, you’ll
never get where you
want to be
Photo credit: Oatsy40

19. search engine optimization
• Company you keep
• Associations
• Quality results first
• Demoting poor quality in favor of higher
quality

20. seo components
• A strong SEO strategy has three core components:
– links
– content
– social media
• What's become more pronounced in the last year is
the relationship between these elements.
• Best user experience, e.g. mobile compatibility is no
longer optional
Read more: 5 SEO Trends Every Entrepreneur Needs to Know for 2014

21. pandas, penguins, hummingbirds

22. fundamentals
• solid, strong brand
• great copy
• adds value
• well-designed site
• useful information
• fast
• mobile responsive

23. all ins
• Title
– page
– file media library
• Text
• Tags
– alt
– post
– H2, H3
• Page
• Subheads
• Descriptions

24. other considerations
• Inbound links
• Bold
• Cross site links as on-page
navigation
• No “click this link”
rather, “click for map to
our location”

25. Your Blog

26. why blog?
Companies that blog have
434% more indexed pages.
And companies with more
indexed pages get far more leads.
--Search Engine Strategies Conference, NYC 2013

27. blogging is..
Blogging is an essential
marketing component for
your business

28. reasons to blog?
• Improve Search Rank
• Build for Long-Tail Content
• Community and Market Education
• Communicate for High Trust via Content
• Build Lists, Conversions and Reach
• Build Brand Value and Equity
--Search Engine Watch

29. control of message
You are a self-publisher
New earned media
Gain share of voice

30. blogging steps
1. Platform Decision
2. Platform Setup
3. Research
4. Plan
5. Create
6. Post
7. Promote
8. Evaluate/Adjust

31. Research
Organizational Goals
Blog Posts

32. what do you post about?
What your
constituents
care about
What you
do
What you blog about

33. taxonomy
• Map it out
• Identify primary
• Supporting branches
• Categories
– One per post
• Tags as micro-categories
– Not contained in post
titles

34. plan blog categories
Parent
Category Mentoring
Child or
Secondary
Categories
Mentoring Kids Becoming a Mentor Mentoring Success
Stories

35. plan ‘tags’- micro-categories
Mentoring
High School
Kids
Issues
when
Mentoring
Kids
Primary
School
Mentoring
Mentoring
Kids
Tags

36. create editorial calendar
Topic Mon Tues Wed Thurs Fri Sat Sun
Mentori
Mentoring
Becoming a
ng
Kids
Mentor
Becomin
g a
Mentor
Issues to
think about
if you want
to be a
mentor
Common
challenges
when
mentoring
Meet Gio
and his
mentor
Tom

37. Social Media

38. why use social media?
“...value in bonding with
an online community
and reaching people
where they already
spend much of their
time — on mobile
phones and in social
media apps.” NY Times

39. pew internet stats
73% of online adults use social media
42% use multiple social sites
71% of online adults are Facebook users
***Know your donor, volunteer or audience and where they are most likely to be
in social media.

40. Social networking/media |61% of all adults
1
0.8
0.6
0.4
0.2
0
9%
89%
7%
78%
6%
60%
0.01
30-49 50-64 65+
7%
38384.0 38930.0 39569.0 39904.0 40299.0 40756.0 41122.0 41395.0
Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE

41. who uses what?
• Pinterest appeals especially to females users (4:1)
• LinkedIn is especially popular among college
graduates and internet users in higher income
households.
• Twitter and Instagram have particular appeal to
younger adults, urban dwellers, and non-whites.
– Substantial overlap between Twitter and Instagram user
bases.

42. Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE

43. understand each channel

44. social success
• YouTube appeared to be the strongest of the
social networks at introducing new products
(18%) and driving conversions (14%).
– video is an important format for advertising to
potential customers.
• Facebook came in a close second place in
terms of introducing new products (11%) and
closing sales (10%).
from: Myth-Busting Social Media Advertising

45. social media fundamentals
• be sociable- not boring
• develop relationships
• be where your constituents,
volunteers & donors are
• answer their questions
• it’s about them, not you
• don’t hog the conversation
• research/plan content
• calendar your content
• use team approach
• social media policy

46. social media best practices
• complete profiles
• share other’s content
• ask, answer, participate
• use different types of
content in different
channels; esp. images
• monitor analytics/metrics
• create for specific personas
• calendar everything; plan;
schedule

47. channel changes = ads
• All channels are either using or contemplating /
experimenting with paid ads; ad promotion
• Dec 2013 Facebook changed the algorithm that
determines which "stories" show up on the News
Feed
• Facebook’s algorithm changes caused a decline in
“organic reach and organic reach percentage 44% on
average, with some pages seeing declines as high as
88%.”
• “Brand Page Reach Now Often Under 3%” Business Insider

48. compare success of ads
• due to changes
in algorithms for
social channels,
paid ads are
performing far
better than
organic.
from: Myth-Busting Social Media Advertising

49. 3x higher conversion rate
from: Myth-Busting Social Media Advertising

50. case study
• Teach for America
– enhancing reputation, mission driven
– positioning organization for recruiting & placement
– creating positive PR
• Strategy – fully integrated
– blog
– TeacherPop separate channel for teachers w/ it’s own
social channels
– organization social media separate from teachers’

51. teach for america Pinterest

52. teach for america Twitter

53. teach for america instagram

54. share, friend, participate

55. e-mail marketing

56. why email?
email is
one to one
communication

57. email marketing creates ROI
• Recent survey of marketing professionals, 64%
“believe in the ability of email marketing”
• Most marketers integrate all aspects of their
marketing with their email marketing/list
development
• Increasing numbers of marketers are adapting
their email marketing to work on mobile
devices

58. email marketing requirements
• email marketing platform; e.g. MailChimp or
ConstantContact, Vertical Response
– CAN SPAM act
• list of ppl who have opted in to your email
– segments work best; e.g. supporters, volunteers,
constituents, leaders
• brand centric template to use for your emails
• email campaign strategy; why? when?

59. common email marketing uses
• keep in touch with prior donors
• nurture relationships with potential donors, or
volunteers or leaders
• seasonal requests, or needs
• organizational updates or news
• sharing helpful articles or information
• bringing traffic to your website

60. email marketing best practices
• establish a clear purpose of communication
• tailor content to suit your audience
• distribute regularly
• make it visually engaging
• monitor the effectiveness of your emails
– Unique Opens, CTR, Forwards, Social Share, Best
customers
The Next Web

61. Middleton Place Example
Why is this good?
• Visually Interesting
• Relates to Seasonal
Goals
• Clean, organized
• Links to website
• Social Profiles
Improvements?
• Social sharing

62. pay per click

63. pay per click knowledge
• Google offers AdWords Grants
• eligibility for nonprofits
• “ads must reflect the mission of the approved
nonprofit organization and your keywords
must be relevant to the nonprofit’s programs
and services.”
• best when you can ask for specific action

64. adwords notes
• ads must be placed so they intersect your
donor, volunteer or constituent at the right
time in search
• personas can guide campaigns
• landing pages

65. pay per click must dos
• determine network, Google, Bing, Facebook
• set budget
• keyword research
• word ads, select photos
• refine ads, campaigns, keywords
• placement, mobile? Network? Search results?
• Google Adwords will help you get started

66. pay per click example
No
organizations
show up for the
coastal SC
area

67. lather, rinse, repeat
• monitor
• adjust
• refresh
• keep alert to changes
• competition
Photo credit: 1950sUnlimited