1. 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

2. Overview of Marketing Plan
Research
Planning
Action
Evaluation

3. 1. Research

4. 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.

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

6. 2. Planning

7. 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?

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

9. 3. Action

11. 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.

12. 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
On-line ads

13. Office/ Facility

14. Collateral and Signage

15. Specialty Items

16. PR Reprints

17. Phone/ Receptionist

18. Correspondence

19. Social Events

20. Business Groups

21. Awards & Award Shows

22. Thought Leadership

23. Database

24. Weekly Lunch

25. Site Visitations

26. Speaking Engagements

27. Special Events

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

29. 4. Digital Strategy

30. Digital Landscape

31. % of US Adults Who Use the Internet

32. % of US Adults Who Own the Following Devices

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

34. Digital Strategy

35. 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?

36. Website - Responsive Design

37. Website – Search Engine Optimization
Google
Bing
Yahoo
Source: share/all/united-states-of-america
88% 7% 4%
Website – Search Engine Optimization

38. Website - SEO Ranking Index Rank
Source:

39. 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

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

41. SEO Performance
Source:

42. SEO – Position Zero

43. Social Media

44. % of US Adults Who Say They Use Social Media Sites

45. Benefits of Social Media

46. Social Media Channels

47. Search Engine Marketing (SEM)

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

49. Branded vs. Non-Branded Keywords

50. Display Ads

51. Remarketing

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

53. Analytics

54. 5. Evaluation

55. People
Donors
Volunteers
Board Members
Charitable Partners

56. Results
Donations
Sponsorships
New Gifts

57. Questions?

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