Telling Your Non-Profits Story
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Reaching your target audience in a noisy, technology-driven world. This presentation was prepared for Lunch & Learn programs hosted by Quality Enhancement for Nonprofit Organizations (QENO) at the University of North Carolina Wilmington.
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Telling Your Non-Profits Story
- 1. + Reaching your target audience in a noisy, technology-driven world. Presented by, Jenna Curry Director of Marketing, Little Wing Marketing FOR A COPY OF SLIDES VISIT:WWW.JENNACURRY.COM Telling Your Non-Profit’s Story
- 2. + About Me Director of Marketing, Little Wing Marketing jenna@littlewingmarketing.com BLOG: abetteruserexperience.com twitter: @jennacurry Port CityYoung Professionals Networking Group Founder and Administrator portcityyoungprofessionals.com facebook.com/portcityyoungprofessionals twitter: @pcyp Good FriendsWilmington Board of Directors, Past Luncheon Chair UNCW Alumni Association Board of Directors UNCW Communication Studies Alumni Chapter President
- 3. + Today’s Agenda n The Non-Profit Audience n TellingYour Story n Intro to Web 2.0. n SharingYour Story n Tracking & Iterating n Tool Box n Additional Resources n Questions
- 4. + Why tell stories? n Answer questions n Build trust n Connect your readers to actual people that are impacted by your mission n Cut through the noise n Emotional appeal n Social Proof n Stories are worth sharing n Contribute to the community n Become part of the conversation n To be more interesting n To be more engaging
- 5. + What is your non-profit’s story? Old -Historic Accomplishments -Past Experiences -Most Recent Happenings New -Strategic Plans -Long-Range Plans -Upcoming Events Borrowed -Organizational Comparison -External Facts & Figures -Peripheral Impact Blue -Emotionally Moving -Human/Humane Elements -Tear-Jerker -Controversy Find stories throughout your organization.
- 6. + Who is doing it right? Source: heifer.org vs
- 7. + Who is doing it right? Source: EmpowerGeneration.org
- 8. + Who do we tell stories about? n Communities/individuals you serve n Board Members n Employees n Volunteers n Past, Present & Future Donors n People on the front lines of your work n Fans who will champion your work n People with credibility who can attest to the quality of what you do
- 9. + Who is doing it right? Source: Heifer.org
- 10. + Who is doing it right? Source: charitywater.org
- 11. + Who is doing it right? Source: Heifer.org
- 12. + Types of stories n Articles n Endorsements n Interviews n Video Interviews n Info-graphics n Podcasts n Photos Source: heart.org
- 13. + Who is doing it right? Source: EmpowerGeneration.org vs
- 14. + Who is doing it right? Source: socialmediathon.orgSource: EmpowerGeneration.org
- 15. + Who is doing it right? Source: waterislife.com #firstworldproblems
- 16. + What makes a good story? Due that that occurrence, they are now going to live in a different way. Interesting or significant event happens Person was going along doing something… 4 C's of Storytelling n Character n Connection n Conflict n Conquest
- 17. + What makes a good story? n Created with SMART goals in mind n Speaks the audience’s language n Targeted message to each market segment n Includes compelling images n Clear and direct message n Creates urgency for the cause or need n Helps you visualize what a donation can do n Evokes a change or action
- 18. + Storytelling Process Development Identify Stories Gather Stories Share Stories Internally Track & Improve Set SMART Goals Define Audience
- 19. + Who is doing it right? Source: amnestyinternational.org Source: unicef.org
- 20. + 8 Goals for Content Marketing n Fundraising n Brand Awareness n Engagement n Supporter Loyalty n Website Traffic n Client/Constituent Acquisition n Volunteer Recruitment n Advocacy
- 21. + What is Web 2.0? Culture, Community, Collaboration
- 22. + Getting your non-profits stories out to your audience n Online n SEO/organic search results n Website/Blog/RSS n Social Media n Email Newsletters Source: kintera.org
- 23. + Blog n Wordpress: Pages vs Posts n Social Sharing n Editorial Calendar
- 24. + Social Media n Facebook,Twitter, LinkedIn, Google+, Instagram, Pinterest n It’s about relationships n Where is your target market? n Context is King n Are people SHARING your content? n “Jab Jab Jab Jab, RIGHT HOOK” n Contribute to the community n 20% Rule
- 25. + Who is doing it right?
- 26. + Who is doing it right?
- 27. + Who is doing it right on Instagram?
- 28. + Who is doing it right on Facebook?
- 29. + Email Marketing n MailChimp, Constant Contact, iContact, etc. n Segmented lists for each target audience n Test Headlines n Mobile-ready n Always have a CTA
- 30. + Tracking & Iterating: Google Analytics
- 31. + Tracking & Iterating: Google Analytics n Where are your visitors coming from? n What keywords are they searching for? n How long are they staying on the site? n Which pages are they spending the most time on? n Goal Tracking n Event Tracking
- 32. + Tracking & Iterating: Facebook Insights
- 33. + Tracking & Iterating: User Testing n Surveys n Eye Tracking Tools n A/B Testing tools n Design Evaluation Tools *Prove vs Improve
- 34. + FREE Tools n Website Tools n Wordpress n YOAST SEO plugin n Shareaholic n Social Media Tools n Likealyzer n Hootsuite n Email Tools n MailChimp n Video Tools n YouTube for Non Profits n Your Smart Phone n Vine & Instagram Video n Cycloramic n Survey Tools n Survey Monkey n Tracking/Analytics Tools n Google Analytics n Bit.ly n Facebook Insights n Photo/Editing n PicMonkey n Sumopaint n Creative Commons n All-Free-Download n User Testing n 5 Second Test n Clicktale n Content Creation Tools Editorial Calendar Template Hubspots Blog Topic Generator
- 35. + Additional Resources n Jab Jab Jab Right Hook by Gary Vaynerchuk n Lean Analytics by Croll &Yoskovitz n A Better User Experience Blog n Network for Good n Hubspot for Non Profits n Techsoup.org n 112 Non Profit Blog Blog Posts, Articles & Stories from 2013 You Can’t Miss
- 36. + Questions? Jenna Curry Director of Marketing Little Wing Marketing jenna@littlewingmarketing.com (828) 719-9916 abetteruserexperience.com Twitter: @jennacurry FOR A COPY OF SLIDES VISIT:WWW.JENNACURRY.COM