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in this video I'm going to be going over my non-profit marketing strategy now the best thing about this strategy is that it works for both brand new non-profits as well as established non-profits who are trying to build a foundation in digital marketing and leverage their existing customer base into new mediums now this strategy actually doesn't require uh any monetary investment which means that you can get started today for no money now there are options listed within this plan to invest in paid ads traffic more advanced software but none of that is necessary and while I will be touching on that this strategy Works 99 as well without any monetary investment upfront so let's jump into it now what I'm going to be showing to you is an outline of a marketing plan that non-profits can use as a foundation to build towards their objectives I don't know the exact goals objectives offer audience and you know ideal Target prospect that you're going after so I can't tailor this to your exact needs however with a little bit of thought um this outline can be easily adapted to fit uh your exact needs um so so let's just take a very broad overview of what exactly this funnel looks like now in every digital marketing funnel there are essentially seven key pillars that are required to adequate or to to convert new prospects into converters now when I say converter a converter or a conversion is any action or objective that you want a user to take uh to meet the business goals of your organization and finding a new Prospect who doesn't know about your organization yet and bringing them along a journey to turn them into a converter requires a good amount of work a lot of marketing at the beginning you get the idea that you could just show somebody an ad or a social media post and all of a sudden they'll turn into uh somebody willing to donate or volunteer with your organization but um if you think about that put that through the reality check um it obviously won't nobody operates like that in real life so we have to take an apathetic approach to moving that person along and communicating with them effectively and often enough to where it wouldn't make sense for them not to want to work with your organization and take the conversion action you desire so every traffic funnel requires an audience some group of people you want to Target with shared characteristics traffic some way for you to take groups of your target audience and bring them into a controlled space a landing page which is a page usually a website where you will communicate your offer or your value and your call to action what you want that person to do for you your offer what the prospect gets in exchange for uh working with you or passing along their contact information or uh purchasing something the nurture phase where you continually communicate with your prospects the value of working with you even after they've already engaged with you once very rarely in the first engagement with a new brand or organization will this Prospect be ready to take the conversion action you want them to which is why multiple touch point the classic number is it takes seven touch points for a prospect to convert with the brand through the digital era as more and more brand interactions take place specifically on social media that number in some situations is bumped up to 300 touch points but in some organizations before a prospect is ready to purchase or convert with a brand the next stage is conversion eventually you need to make the ask close the deal and ask the prospect to to work with you once they're sufficiently warmed up uh and then finally retention some way to keep the prospect engaged continually convert if that's something organization uh supports as a conversion objective or move up the value ladder where their conversion where their contribution to your organization moves up a step and they become even more valuable to you as a as a prospect essentially so uh let's let's see how sort of this works the basic idea of this funnel is using a combination of a Content strategy as well as leveraging hate free 100 free paid Mia mate paid media via the Google ad Grant as well as the Microsoft ads for social impact so the my both Microsoft and Google give non-profits uh in total 156 thousand dollars per year to spend on advertising using their ad networks um what you can do with this is create content which specifically targets a prospect valuable to your organization then move uh bring those people uh into a landing page provide enough information where they would pass along their contact information um and signify that they want to continue interacting with their brand and more importantly that they're interested in the content or value they provide um again so you can find that they are indeed your ideal Prospect and then slowly you're able to move these prospects down your funnel uh into into converters um of whichever objective you choose now all of this is going to start with a robust content strategy uh you're not going to get people to engage with your brand unless you are in some way bringing value to them and the easiest way to do that is with uh a a basic article so uh around something that your ideal Prospect cares about let's say that you're an organization that works with underprivileged families so something that an underprivileged family might look at right now or be looking for on Google ads or on Google Search is uh because it's December at this exact moment um top gift ideas uh on a low budget everybody's struggling with inflation right now people in general just want to save money but uh this would specifically Target your ideal Prospect and you can with sufficient keyword research you can find probably terms that or even better uh to match the type of thing that your ideal Prospect would search for keyword research is its own whole thing and we can get into that more later um but stick with me you would write an article uh about the top 10 things to buy as a Christmas present on a low budget you would optimize this for SEO which means making sure that it's formatted properly adding keywords related keywords possibly building several articles around this one key topic especially since if you are an organization that deals with this type of thing you'd want uh multiple articles multiple blog posts around this one uh a Content topic from there not only will you have this article which is likely to attract some organic traffic given its sufficient quality what you can further do is advertise uh this article with your Google ad Grant and bring it to the top of the search results um and since your article is not only specifically made for this one specific keyword but also being paid to uh reach the top of the page um you're almost guaranteed to to rank for that term um given you've done sufficient keyword research now again when I say paid advertising uh what I'm talking about is the Google ad Grant which requires uh zero zero advertising spend from your organization it is completely free um for every registered non-profit uh given a few restrictions um most nonprofits are eligible now there are other ways to promote this content um social media once you create one really strong article you can have volunteers or yourself create social media posts uh surrounding it there's a Microsoft ad grat which just like the Google ad Grant will allow you to promote this on different advertising or different search networks and creating one social media post can then be syndicated across multiple channels so as you can see in this uh little graphic um one social media posts you're pulling in content from multiple different sources if you have some other sister organization friends um people who share this article with their family you're going to have uh referral uh traffic your ad Grant um organic search all the social media channels that you post this on um so you can actually take one well-written well-researched article and get a lot of traffic out of that okay well now that you have all of this traffic to this one post um and this is absolutely possible this is uh easier than you'd think to do um to reach the people that you're trying to Target uh and and once you have all of this traffic in one place what do you do with it um well the best thing in general to do with uh traffic is to try and capture their information um via an audience a a lead capture mechanism um and this is for the purpose of building your email list and converting them into a more permanent audience uh while this person is on your site they're only temporary temporarily on their site and after that they're going to leave probably very quickly and when you're working with keywords that are pretty top of funnel it's unlikely that they're actually going to convert let's say into a donor in this in this case um actually no in this case we would be talking about underprivileged families which would be more likely to sign up for like some let's say some service that you offer okay so sign up for uh some sort of program let's say that's your end goal for this in this situation but you know project your project your own situation um depending on which type of organization you work with um so you would want to capture their uh their email address possibly their phone number if you have a sales team willing to reach out to them one-on-one um so the way that you do that is by creating some sort of lead magnet a lead magnet is a piece of content um a special video that's locked behind a um not a paywall but like an email wall so we'll say before you get this special gift um or this free ebook or this free video or this free resource uh you have to give us your your email um and your phone number and given that the resource is of sufficient value to the prospect uh they will they just will because it's such a low barrier to actually um unless the person is in a rush there's no reason they wouldn't now to show prove this works I'm going to be giving away this uh free paid advertising non-profit content funnel marketing strategy um away so you can take this and use this for your own non-profit organization and to prove this works I'm going to put this behind a lead magnet wall and uh if there's a good chance that if you're still watching this far into the video um you're sufficiently engaged with the content um and the what I'm saying and you'll actually move on uh click the link in the description and uh give me your email and download the resource so again just a quick call to action get the click the link in the description to get this resource now so once they click this you're going to get their email the other thing that you get is you get to prove that the person who clicked on your article is qualified given your uh the the parameters of your ideal Prospect so you want to specifically craft your lead magnet to only attract the people that you want to Target um so this shouldn't just Target anyone your lead magnet should Target only the people that you really want to um to convert uh later down in your funnel so an example of this is again if you're looking for let's say severely underprivileged families you wouldn't say best gifts under a hundred dollars because you know that can Target uh children and teenagers and families just looking to save a little bit of extra money this can Target like people in normal relationships you just want to get um fairly you know inexpensive gifts I mean 100 is still like a good amount of money like it's most people buy gifts that are under 100 for most people um instead you might say you might you might refine your lead magnet a little bit more to say uh best gifts for families on social security or something like that something that qualifies them so tightly that only the the right people will will will come through um and click your lead back then within reason you know that's it it's it's not the worst thing in the world if they don't um but I'll show you in a minute why uh that is actually really important and that's sort of the uh the whole Crux of the strategy so one thing that you want to be doing on your website or landing page is installing retargeting pixels a retargeting pixel is a little snippet of code that is taken from a advertising Network or a social media advertising Network um and inserted into the header uh HTML header of your website or landing page and what that does is it collects a little bit of cookie uh oh it places a a cookie on the prospect that lands on your website which can later be read um by a um an advertising uh advertising platform or network um and what you can do with that is let's say uh Jim comes onto your your website and he downloads your uh lead capture mechanism your your your free gift right your lead magnet um you're going to take his your advertising network is going to put a cookie on him and track him so when he goes over to Facebook if you create a campaign in Facebook to retarget this person every time he opens up Facebook now he'll see an ad for your non-profit telling him an additional message to move him again lowering your funnel so now that he got this lead magnet um your Facebook uh your your Facebook page might say hey by the way we saw you got this lead magnet um how about signing up for this service which will assist you with and then you can possibly reference the contents of the lead magnet we can you can sign up to the service which will help you save money and allow you to afford more Christmas gifts or something like that um and the reason that you don't want to directly just go into pitching your service well that can be okay in some cases um in general there's more search volume and and attention around these uh more top of funnel topics um than there is sort of the lower funnel topics so what do I mean by that um let's say that uh let's say the top of funnel topic what a lot of people search for is uh you know how to save money on Christmas but the lower funnel topic is like you know um uh lower income um tax savings grants from the government of Canada okay um probably my guess is like probably pretty few people are searching for the grant tax savings or like debt relief random program that just got announced that nobody knows about or cares about even though it's very important there's just not a lot of attention and it's not like a super cool topic um but if you can if you can take somebody and qualify them in the where all the attention is and then move them lower than then that's how you convince somebody to work with your organization um now when you when you want to do remarketing and and this is really important this is a lot like sort of across the whole the whole thing um what you can do is continually build up a Content portfolio of of all of this here so this is really cool try it try and think about this and intuitively it makes sense um and it and it really does work so you build up a Content portfolio of all of these uh articles and cool posts so this doesn't even need to be um an article it could even be like a video hosted on your website right um all pointing to one or different lead magnets okay and each lead magnet the point is to build a bucket to collect an audience right an audience of people who would be interested in that type of lead magnet right so for example the the disadvantaged family well you just continually have audience like prospects funneling into this one audience and once you have enough of these content pieces you can be getting thousands and thousands of uh website visitors per um per day or per month right depending on the size of your organization um now the value of this is when you have uh when you decide to launch a campaign to promote your service um or let's say you have like a special campaign to promote maybe a one-time uh event or a fundraising drive or something like that you can leverage these audiences that you're building with either the free ad Grant which is um free advertising money or with social media and then you can put a paid advertising spent as well as free remarketing spend through the Microsoft ad Grant so you can leverage retargeting across like a ton of different ad platforms so they'll see your ad everywhere on the internet and since you've already been building this audience of people who you've pre-qualified who have already interacted with your brand in some way and has some Affinity towards your brand already um you're going to be able to to uh perfectly Target them and have a much much higher return on investment than if you were to start a advertising campaign or digital advertising campaign uh without any previously collected data um and that's what I really want to hit home for at least the first part of this video is that uh your your able to build up this wealth of of data and then when you're ready you can leverage it and have fantastic results for your non-profit and again everything we've talked about so far can be done 100 for free um and it not only is it extremely effective it's fairly quick um and it has an exponential uh the potential to scale exponentially um given the size of your organization right if they're only a certain number of people that your organization Services if it's a local organization you can't scale infinitely there's not infinite people you service but and in some cases if you're a larger nonprofit serving a global uh a global population then you there is potential to literally scale uh infinitely with this strategy okay so um I I hope you're excited uh for this as I am because um I really do believe that this is uh immensely powerful um but we're not all the way through here so um there's there's there's a little bit more once you capture it there email address um you're more in you're now into the sort of the nurture phase so most people will tell you to do this um and but but I just want to make sure that you have a very strong Foundation of sort of marketing best principles so once you capture an email um you don't actually have to start a marketing newsletter uh they're they're pretty time consuming instead you can just run them down a a marketing welcome sequence so you can pre-create a bunch of emails that will automatically be sent to a prospect when they sign up for your uh or when they submit their email address um into your system so you send them uh you know automatically as soon as they enter you'll send them an email that says thank you for for coming in with our non-profit maybe the the email links to a video that your nonprofit made uh welcoming well welcoming them um and then the next email like two days later we'll say here are like 10 resources that we think will help you um uh and then maybe an email three days later to move them down the funnel um might say um hey here's like a special offer we have just for you um and that links back to their website right um and given that it's relevant to that person which it should be because we've pre-qualified them uh with this with this Lead Bank net um that can bring them back to your website where you can have possibly a video sales letter uh thanking them for for clicking through um telling them exactly in video format because you know video is the most engaged with platform nobody has the intention span to um to read these days in general in general when they're interacting with uh interacting online um so so video is just the easiest way to communicate and if you can find a really succinct way to communicate that via video sales letter really quickly demonstrate your offer um that's a great way for them to understand exactly why they should continue down the funnel and actually work with your organization and convert so the other thing you can do is uh just create passive remarketing campaigns so from the Microsoft ad Grant you can run read marketing campaigns pulled from the um the the audience pools passively being filled by your top of funnel marketing strategy here right um to continually warm up uh your prospects and these aren't like you know these are these advertising networks are nothing to to to sneeze at um Outlook you can send them advertisements um that go directly into their emails um Bing Yahoo AOL Microsoft Edge um no you can't do remarketing via the Google ad Grant um but you can do just like a low uh a low budget um paid to Google ad campaign if you if you have the budget uh but that's no mean no by no means required either um but uh yeah so so to continue um again same strategy for for the remarketing the nurturing um you can just leave that leave them nurturing with you know videos telling them why uh what your organization does who you are um you don't even have to necessarily tell them right away about which service you're thinking of getting them to engage with uh you can just you know keep sending them passively information about your organization um and then when you're ready you know maybe like a couple weeks later you say hey by the way in in the ads that start showing to that person uh are about the about about the service you want them to convert on um and again that could just go through like a very simple landing page with a vsl or some sort of bridge landing page which tells them about your offer uh in an interesting way instead of just like um a forum um but yeah so so that vsl or that bridge um next you just want them to go into uh the conversion stage of your funnel um and and you know it's it's hard to speak to this because uh each type of conversion stage is gonna look a little different whether it's a donation or a a lead or a volunteer application or signing up for a service um and there's so many ways to to to structure that right you might have a medicine to book a meeting sign up for a membership um it might be some even a product that you want to sell them um or a webinar and but all of them work right it's just about structuring um and laying out the value to the prospect uh in different ways um but by the time the prospect gets this far into the funnel they're already convinced they want to work right with you right they've been interacting with your brand for the past couple weeks couple months possibly years um uh and and they're ready to convert when they do convert um it's actually really smart and and this is uh this whole thing is um this whole this whole thing is a funnel but uh a lot of times online when you when you speak of funnels you're thinking of like funnel software which is really more about landing page software um so like the the second stage of the funnel which is actually like kind of the the last ish stage of the funnel is uh like an upsell um so you have them convert to like book a meeting but maybe you also say them like thanks for booking me or like thanks for booking your meeting thanks for donating um but hey would you also like to like volunteer or something like that like why instead of kicking them off your website um why not get them to engage further um or give them something else to do right if they're already in the mood to engage with you uh why not get them to follow you on social media or like your posts or um uh you know again it depends on what your goals are but but you can continue up continually upsettle them um and and this doesn't necessarily well it is recommended that this happens uh right after you convert them once um but that's by no means the last time you have to upsell them um in your following and preceding Communications with them um it's absolutely worth uh pushing them up the value ladder um and you know in a way that makes sense you know no Prospect likes to feel like they're being used um and by no means am I advocating for that but uh finding ways to engage with them uh honestly um uh that that brings value to them especially is is amazing and you can continually nurture them um again via these like free remarketing channels or uh email nurturing nurturing sequences um and uh again slowly move them um up the up the value ladder so I I hope this has been uh valuable to you there there are a couple things to note here so I just want to mention that conversion tracking and monitoring analytics is absolutely required for this um so there's a lot of technical setup that goes into this uh Google tag manager Google analytics 4 um and and very highly recommended is Google data Studio to keep track of your prospect at each stage of the funnel so you can actually track your prospect what they're doing how they interact with your brand at each touch point so basically every single one of these boxes is a touch Point um you you can track all of this in One dashboard which is really cool for most of your prospects um and and more importantly is feeding information back to both uh your ad platform if you are using like Google Google at the Google ad Grant um or to put this into a dashboard where your human volunteers or employees can um evaluate their inputs puts based on Final conversion goals so if this is set up properly you'd be able to see like Which social media channel uh even after like months um or like a year actually result in a person converting with your organization which means either making like a donation or registering for something or booking a meeting even a year later you'll be able to directly see uh where the majority of your conversions and the majority of of your value is coming through um but that requires uh like pretty tactical setup um and to be done right away it if you do need help with any part of this funnel uh I'm available for consultations so you can click the book a meeting here or go onto my website regroup media.ca and book a meeting with me or one of the people on my team and we would be happy to assist you or your team or your organizations in uh with either a consultation to to do it uh so for you to do it yourself um or certain parts of this funnel we will offer as a service as it done for you service now hopefully all of that was valuable to you because that's a lot of information and I think I was speaking pretty fast during it so uh you can absolutely go back and Rewind but if this is something that you want to implement for yourself I highly recommend that you look in the description below this video to find the link to this resource and download it save it and slowly start implementing this piece by piece um every every little box if you like type it into Google you'll be able to figure out uh find tutorials about how to set this up um and over the next coming weeks and months um and because there's a lot of this a lot of content on this years um I will be releasing videos on how to set up each stage of this marketing funnel um so stay tuned subscribe to the channel so that you can you can see that this um and I'll see if I can actually get approval from some clients to build out this service um or build out parts of their marketing funnel uh live or on video and share that with you and then possibly the results um from that one part of the of the marketing funnel um and turn that into the video so so you can sort of see it uh demonstrated um I I I I feel like that would be valuable to a lot of people uh to see how how each part of the marketing funnel plays into um converting cold traffic uh we're meeting we're warming an audience and um uh creating conversions uh so yeah click the click the link in the description get this free resource um there there's a chance that at some point this will be locked behind a paywall so I recommend that you download this now well you have the opportunity um if there is a PayPal at any point it will uh probably be uh fairly inexpensive only a couple of dollars um but uh while this is still publicly available and free uh please go get it and it also lets me know that this is the type of content that you're interested in