Proven Ways to Combine Traditional Marketing and Digital to Grow Your Nonprofit Presented by Phil Morabito, CEO Chris Ferris, VP Digital Strategy Pierpont Communications, Inc. November 14, 2018

Overview of Marketing Plan Research Planning Action Evaluation

1. Research

Target Audience Define Your Audiences Foundational: Your bread and butter Emerging: A growing audience representing an emerging category of your nonprofit. Aspirational: The audience or market segments that you want to be going after in the next few years.

Tailor Your Message Accordingly Staff Volunteers Donors Advocates Board Members Community Influencers Politicians

2. Planning

Steps of Planning Step 1: What are my resources? Step 2: What’s my most effective marketing mix? Step 3: Who is going to do what? Step 4: How do I evaluate?

Resources to Market Your Nonprofit Staff Volunteers Donors Board Members Charity Partners Public Relations Firms Graphic Designers Advertising Firms

3. Action

Write Great Stories In 2000, the average human attention span was 12 seconds. The average human attention span today is eight seconds. We must hook audiences quickly, and then keep them engaged. Structure your content to invite engagement and action.

Effective Nonprofit Marketing Tactics Website Social Events Business Groups Awards & Award Shows Thought Leadership Database Weekly Lunch Site Visitations Speaking Engagements Special Events Office/ Facility Collateral & Signage Specialty Items PR Reprints Phone/ Receptionist Correspondence Digital Marketing Social media Email On-line ads

Office/ Facility

Collateral and Signage

Specialty Items

PR Reprints

Phone/ Receptionist

Correspondence

Social Events

Business Groups

Awards & Award Shows

Thought Leadership

Database

Weekly Lunch

Site Visitations

Speaking Engagements

Special Events

Digital Strategy Chris Ferris, VP Digital Strategy Website Social Media Email Blogs Search Engine Optimization

4. Digital Strategy

Digital Landscape

% of US Adults Who Use the Internet

% of US Adults Who Own the Following Devices

% of US Adults Who Use At Least One Social Media Site

Digital Strategy

Website Start with the End What is your nonprofit’s mission? What is the goal of your website? Who is your primary audience? What do you want site visitors to do? How will you measure success?

Website - Responsive Design

Website – Search Engine Optimization Google Bing Yahoo Source: http://gs.statcounter.com/search-engine-market- share/all/united-states-of-america 88% 7% 4% Website – Search Engine Optimization

Website - SEO Ranking Index Rank Source: https://kaiserthesage.com/how-to-seo/

SEO Relevance - What is the Searchers’ Intent? Do – Know – Go SEO Relevance - What is the Searchers’ Intent? charities in Houston donate to Trees for Houston Episcopal Health Foundation

SEO Authority – Page Rank Number of referring domains Number of backlinks

SEO Performance Source: https://kaiserthesage.com/how-to-seo/

SEO – Position Zero

Social Media

% of US Adults Who Say They Use Social Media Sites

Benefits of Social Media

Social Media Channels

Search Engine Marketing (SEM)

Return on Investment (ROI) Source: © 2015 Harvard Business School Publishing. Harvard Business Publishing is an affiliate of Harvard Business School.

Branded vs. Non-Branded Keywords

Display Ads

Remarketing

Email 269 billion/day 90% of adults 74% of teenagers 86% phones/personal email

Analytics

5. Evaluation

People Donors Volunteers Board Members Charitable Partners

Results Donations Sponsorships New Gifts

Questions?

Chris Ferris, VP Digital Strategy Cferris@piercom Chris Ferris, VP Digital Strategy Cferris@piercom.com Phil Morabito, CEO Pmorabito@piercom.com Pierpont Communications, Inc. (713) 627 2223 Thank You!