Archive for the ‘Marketing’ Category

5 LinkedIn Tips For Your Nonprofit

June 11th, 2014 No comments

We often talk about social media and the various uses it provides for NFPs. In this post we will focus on LinkedIn, which is fast becoming one of the top social media channels for nonprofits to use as part of their online marketing strategy. Did you know that it can also be used to reach out to prospective donors, volunteers and board members too? Check out our five top tips for getting the most out of LinkedIn for your nonprofit below.

LinkedIn Tips


1. Visit the resource pages

LinkedIn is all about building relationships, which pairs well with ethos of philanthropic organizations. The content you post should be relevant and engaging, and the connections you make should be authentic and nurturing. There’s a great range of free resources tailored specifically for the nonprofit sector including webinars, guides and examples of different types of post as well as advice on how to build a community. You can even get help with recruiting volunteers and board members, which could save costly recruitment fees.

2. Pepper your page with keywords

In the same way that you would include your keywords across your website, so you should with all your social media profiles. You can use keywords in your profile, company page, your posts and your search queries. This way you’ll be helping search engines pick up your profiles in search results and gain maximum exposure for potential stakeholders who might be looking for an organization to get involved with. Likewise, you can refine your searches by using keywords to quicken the process of looking for connections.

3. Showcase your campaigns

LinkedIn’s new Showcase Pages allow you to highlight specific campaigns and programs. They work as an extension of your Company Page and can be used to target your audience segments and enhance relationships. LinkedIn also has a range of advertising options including Sponsored Updates, which are similar to Facebook’s Boosted Posts and Twitter’s Sponsored Tweets. All of these features are paid so it’s important to focus on your most relevant activities and content to really get the biggest bang for your buck.

4. Follow the leader

Having a look at relevant organizations and influential people who target similar causes to yours can provide valuable insight into the type of content you might want to share, and who to connect with. You never know – there may be a major donor just waiting for your message!

 5. Start a Group

As we said in point one, LinkedIn is about building relationships. One of the ways you can interact with many people on LinkedIn is by participating in Groups. Once you’ve familiarized yourself with the platform you could even start your own Group – this could be focused on mission-specific topics, or broader topics relevant to your organization. Avoid creating a Group that’s overly similar to any other already established on LinkedIn and don’t use it as a sales pitch or you could deter people.

What are your tips for using LinkedIn? Maybe you already have a Group – if so, let us know!


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3 Tips for Building Valuable Donor Relationships Online

June 4th, 2014 No comments

Tom Ahern got it right when he said “Donors aren’t ATM machines. I don’t think successful fundraising is about keeping the staff paid and the lights burning. It’s far more about giving your donors a vivid sense that they’re changing the world.” Of course, your staff are a vital part of your mission, but donors are too – where would your organization be without them? Nonprofit Online Community Read more…

3 Twitter Metrics your Nonprofit Should be Measuring

May 28th, 2014 No comments

Last week we wrote about the Facebook metrics your nonprofit should be measuring. This week we’re going to talk about another great social channel, Twitter, and the metrics that matter there.

Like Facebook, Twitter has its own analytics function, but these are somewhat basic; only reporting on replies, retweets and favorites. However, you can also have a look at some demographic data, including location, gender and interests. Twitter has also recently rolled out an update that allows for in-app analysis of your Tweets (pictured).  Twitter Update 2014

There are various free and paid Twitter analytic tools available, either as a function of a social media management tool or as a stand-alone app. Which one suits your organization best will depend on your requirements. There are three metrics you should definitely be measuring, regardless of your choice:   Read more…

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3 Facebook Metrics your Nonprofit Should be Measuring

May 21st, 2014 No comments

Nowadays it is widely accepted that social media marketing is an effective form of marketing and increasing awareness of your brand. It is often confusing, however, to get your head around exactly what effect your social media efforts are having, and whether you are using social media channels to the best of their potential. FB Logo

If your nonprofit has a Facebook Page, you will have access to Facebook Insights. This can give you a lot of information about which posts are most popular, which have the most virality, and what times of day most of your Fans are online so you can target your posts to those times. The Facebook Newsfeed algorithm looks at many different factors to determine what to posts on a person’s Newsfeed, so the more you target your audience with relevant, sharable content, the more likely it is you will be seen.

1. Page Likes

Page Likes can be a good indicator of whether you content is attracting and acquiring new Fans. If your Facebook Page is new, a fast increase in Fans could indicate an interest in your nonprofit, and also an interest in the content you are posting.
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3 Elements of Great Storytelling for Nonprofits

May 14th, 2014 No comments

Storytelling is ingrained in us from a young age. From your Mom or Dad reading you a bedtime story to your college essays, storytelling is a key part of how we communicate. This practice is valuable in the business world and can be especially valuable to nonprofits. Telling your story gives your audience a reason to care – it can inspire action, lead to change and drive donations. Below are five tips to help you tell your story to create awareness for your mission and drive donations.  Storytelling

Know your audience

Before you start crafting your story, it’s crucial you know who your target audience is – there’s no point telling someone about homeless dogs if they’re a cat lover! Who do you want to reach? What kind of story will appeal to them? By knowing some of the characteristics and behaviours of your audience you can tailor your content accordingly and appeal to their interests and emotions.  Defining personas is great way of “getting to know” your audience, and each persona has his or her own story to tell.

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3 Ways to Coax your Nonprofit Executive Team into Adopting Social Media

April 23rd, 2014 No comments

Does your Executive Director shy away from all things social? Does he or she not recognize the potential of this great marketing tool? If the answer to these questions is yes, then the tips below can help you make the case for social media adoption.

The main ways in which social media can support your nonprofit’s overall marketing strategy include fundraising, advocacy and program activity. If your executive team isn’t on board with social media, not enough time or money is likely being spent on harnessing its true potential. How can you convince them into embracing social media? Below are three ideas.


Social Media Adoption

1.    Provide Peer Examples

While many executive directors may need a nudge in the right direction, social media adoption at senior level is on the rise, especially within the nonprofit sector. Have any campaigns caught your eye recently? What type of social posts work well in your sector? By providing examples of other executive directors and organizations in your sector who have a social media presence and use the channels well, you can inspire your ED to action. After all, nobody wants to be left trailing behind! Read more…

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Email Marketing for Nonprofits – 5 Metrics to Measure

April 16th, 2014 No comments

In the first part of this two-part series on email marketing, we wrote about email segmentation. This week’s instalment will focus on five key metrics to focus on when measuring your email marketing campaigns.

1.    Open Rate

One of the most valuable metrics available for measuring the success of your campaign, the open rate is a percentage of the total number of times an email is opened, divided by the total number of emails sent. Bear in mind that people nowadays are flooded with emails, don’t expect an open rate above 75%, but do use it to adjust subject lines, segmentation and content. Read more…

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Email Marketing for Nonprofits – 5 Tips for Segmentation

April 9th, 2014 No comments

Email marketing is a valuable factor in any marketing strategy. It can help your nonprofit raise funds and awareness, keep your community abreast of events, milestones and other calls to action, such as appeals to volunteers.

In March, we wrote a miniseries about the basics of email marketing. You can find those posts here and here. Now we’re going to delve into a little more detail about the mechanics of email segmentation, and next week we will focus on analytics and measurement. By segmenting your email lists, targeting and split-testing, you can easily increase engagement and conversions. Read on to find out how!


Source: Yoel Ben-Avraham

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5 Tips for Donor Retention

April 2nd, 2014 No comments

Fundraising is at the heart of every nonprofit. Once you’ve secured some donations, how are you going to keep donors in the giving cycle? Here are some tips to help you along the way:

Optimize Your Donation Page

If you’re going to get one thing perfect, it should be your donation page; the beginning of your donor relationship. It should be easy and simple for prospective donors to gift your organization. Ask yourself these questions and work on improving any areas with a negative response.  Read more…

The 3 Cs of Using Humor in your Fundraising Strategy

March 26th, 2014 No comments

With April Fool’s Day approaching, there’s no better time for nonprofits to inject a little humor into social and content marketing. While we’re not suggesting playing any actual pranks on your donors, there’s no harmApril Fool in sharing some light-hearted content with your network. Many nonprofits avoid being playful because their cause or causes are of a serious nature, but it is possible to get your message across to people while also using a little humor.

It’s important to stand out in order to deliver your key message. Using humor in your campaigns can help catch the attention of people and leave a lasting impression, increase awareness for your mission and eventually drive donations. There are three key areas of focus when considering your marketing strategy, and these apply to humor too:   Read more…

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