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Bill book template for non-profit organizations

well welcome everyone to how to create a 2022 non-profit marketing plan i'm really excited to present our content today and give you all of the resources and framework that you need to really effectively craft your marketing plan this year so uh without further ado i want to tell you a little bit more about community boost who's hosting the webinar um so community boost served directly served over 300 organizations in 2021 and helped them raise over 12 million dollars in donations um but aside from the nonprofits that we directly work with one of our big passions here at community boost is to provide resources to thousands of organizations like yourselves for free to really give you the tools that you need to uh get all of the digital strategies you need to move forward in 2022 so last year our big initiatives were the non-profit marketing summits which had over 20 000 registrants total so nonprofits like you i'm sure some of you were there to learn from some of the top thought leaders in the industry and so on our team we have 54 rock star team members a lot on the client services side so if you are interested in um getting some resources and guidance directly from our team i'll have the opportunity for you to go ahead and book a one-on-one for free um to pick their brain on the marketing strategies you can be using in 2022. so uh my name is candice and i am the digital events manager here at community boost community boost is a digital marketing agency that specifically focuses on accelerating online revenue and impact for nonprofits i am also really excited to be planning the upcoming nonprofit marketing summit which is march 8th or 10th 2022 um which has really quickly becoming one of the biggest events in the nonprofit sector and my goal is to make it the most helpful event and really be careful of your time i believe that your time is very valuable so i want to create the most valuable resource for you so i i know shameless plug here but i can't help but want to see all of you at momentum um coming up so i'm going to place this in the chat please go ahead and save your seat now um spots are filling up so um please go ahead and save your seat as soon as possible so you can guarantee that you get your spot so let me go ahead and i already see some people are registered which is super exciting so uh yeah well without further ado i want to get a sense of who is in the room and what your experience has been like so i want to know have you created a non-profit marketing plan before so i'm gonna give everyone just another maybe 15 seconds a lot of answers coming in already all right i think everyone has answered it's telling me everyone almost everyone has answered 81 percent of you have answered so far this is so good okay so i'm gonna end the poll i think we're pretty much where we're gonna be at so and i'm gonna share the results with all of you so it looks like 16 of you have created a marketing plan for your non-profit before and you felt good about it you felt like that was the plan that helped craft your communications um but you're maybe here to learn a little bit more seeing what other nonprofits are doing and how you can improve it while um those of you uh the 39 of you who have already um created a nonprofit marketing plan you did it but you weren't sure you got it quite right so um hopefully i'm here to help and guide you through a really um dedicated framework to help you put that all together and and do it well and present that to your team and uh 45 of you so really the majority of you or the most of you haven't and this is your first time so this will be a really great presentation for you to help you craft your marketing plan so of course this is the time of the year to do it it is right at the beginning of 2022. um so let's dive into our agenda today so i'm going to be going over some nonprofit marketing plan basics so some of you who have done this before this might be a little repetitive and then we're gonna go into um three steps to crafting your marketing plan and i'll save some time for q a i did want to leave some extra time today i know i've run up on time in previous um sessions so wanted to give you the space to do that so without further ado how to create a 2022 nonprofit marketing plan so again i already see a bunch of q and a's coming in or questions coming in so please feel free to go ahead and put that in the chat and slides and recordings will be available i'll email those out tomorrow all right so nonprofit marketing plan basics so non-profit marketing plan 101 so what is a marketing plan a non-profit marketing plan outlines your objectives goals and strategies that you need to reach those goals what a non-profit marketing plan is it's basically that highest level view of your marketing for the year so this is not a list of everything you need to do for marketing all year which thankfully uh thankfully it's not because that would be quite endeavor but it really is designed to be the backbone of your marketing so that you can make the decisions that you need to prioritize those strategies all year round so basically it's setting the the groundwork for you to make the best decisions for the best marketing strategies all year so a lot of this has to do with taking a step back and looking at the highest level and putting that down on paper so that you can make the best strategies and the most informed decisions so there's tons and tons of advantages of a non-profit marketing plan um so like i said it helps you uh have a guide that you can always go back to all year round so that you choose the right strategies for your nonprofit one of the things that i think is overwhelming in the nonprofit space sometimes including on webinars like this is that there are so many great ideas and so many new initiatives you can be doing but which ones are the right strategies for your nonprofit and then that's when you go back to what your goals are and what your overall plan looks like to make sure that um you know you're choosing the right things that fit in with those goals so using tick tock is an amazing really cool opportunity for your nonprofit but if that doesn't fit in with your donor retention strategy then uh then you know that that's not something that you need to prioritize um it also empowers you to measure success so a lot of um what we'll even be getting into later is um choosing channels and the key performance metrics and indicators that you need to measure success by um in order to make sure that you're on track to meet those goals it also helps you spot new growth opportunities in 2022 um we'll be talking a little bit more about that later and enables alignment across your team and board so this is big because i think a lot of the time um there's a lot of silos going on where marketing and fundraising maybe work pretty closely together um so that's an alignment a lot of the times and sometimes it's not right um but there's a little bit of uh a discrepancy between the rest of the team so when you provide your team your entire team your executive director your board everybody with a non-profit marketing plan it gets everyone on the same page and gets buy-in so along along with this it also helps you advocate for the resources that you need so if you realize that there's a gap somewhere that needs to be filled it helps you identify that ahead of time instead of you know a month before your event you're like oh we actually don't have this you know email marketing tool that we really needed to get the word out so it kind of helps you tackle those challenges now and advocate for more resources um it also helps inform and streamline your communications all year round so um we're gonna be talking a little bit about target audience and uh personas so um that will help you really get into the mind of who these donors are and that trickles down from everything from how you speak to your donors your tone the stories you tell the um even just the way that you send these communications like which channels that you're using so it informs a lot and it creates predictable growth at your nonprofit and that's my favorite one a lot of these are really massive benefits but predictable growth at your organization is really what you need to be striving for as a marketer and so tons of advantages for that nonprofit marketing plan so in order to help you craft this like i said i put it in the chat before but in case you didn't get the opportunity to grab it please feel free to go ahead and download your 2022 nonprofit marketing plan template um so that you can chart your path forward in 2022 and plan your predictable growth um so i do have the link again in the chat before but i know the chat was moving pretty fast you can also grab it from the qr code let me see um if you need i can also try to grab that link for you again so this is our brand new resource just came out end of last week so this is the first time that anyone's getting access to this so go ahead and get that now um and before we go any further i want to go over the anatomy of what a non-profit marketing plan contains so um we'll be going into each and every one of these sections so don't worry too much um but it really looks like having a organization summary which is very basic just vision mission all of those statements organization initiatives what your organization is hoping to accomplish throughout the year um a swot analysis so strengths weaknesses um opportunities threats so we'll go over that as well defining your target audience donor personas competitive analysis smart marketing goals um so defining the the marketing goals that you're going to be um aiming for to achieve those organization initiatives and defining your strategies kpis and channels so um i have just an example from uh one of our our clients in there i just plugged in um uh some basic information for for them so this is not actually their marketing plan but an example of what their marketing plan could look like and this is based on that template so um i'm seeing some requests for that to be put back in the chat um so let me go ahead and grab that link again for all of you it is our guide and it is going to be easily downloadable so you can just fill out the form and download the marketing plan template there we go so uh without further ado let's go into three steps to creating your marketing plan so i've broken it down um because those were a lot of items that you need to take a look at but i broke it into these three steps um so that we can really easily kind of create a framework for the plan so step one number one looks like organization alignment so the purpose of this section of your marketing plan really looks like um defining everything on the organizational level so that you can align your marketing with it um so let's take a look an organization summary this is pretty basic i won't spend too much time going into this but it does look like defining what your vision is that you're nonprofit um if you don't have this defined i would be surprised um it's probably hidden on your website or in some docs somewhere um so you can probably easily find your vision and mission statements if not um kind of take a step back and think through what your organization ultimately wants to see happen this is kind of the inspirational aspirational um goal that your nonprofit is working towards um so i think microsoft for example because every organization or business has vision admission i think microsoft there's you know have a computer in every home um so what do you want to see happen at your organization in an ideal world and then mission is going to be more um more around how you're going to achieve it so what is your organization doing to achieve your goals so um that could be you know for a conservation organization it could look like um doing beach cleanups and and so that's one of the things that's part of your mission is we activate our communities to clean up our beaches so um overview looks like really basic name of your organization location years in existence and if you can overall impact so if you're able to kind of quantify how many people have been served um how many beaches have been cleaned you know things like that you know if you're able to include that will also help with your marketing later on so all of this is designed to give you the tools that you need to add a quick glance go back and then you know articulate what your organization is doing effectively um for team members this is really all about identifying who is on the team and their unique strengths so um take a look at your marketing team if it's a marketing team of one you know define that and maybe that will show an opportunity for someone else to come on and help you advocate for that to support your marketing efforts um or if you're a team of many you know who's on the team what do they do what are their strengths and again that can also help you advocate for the right resources to equip your team to be successful um so best practices for an organization summary my suggestion is to keep it concise this should be probably no longer than two pages in my opinion um because after that it gets really lengthy it gets hard to consume and the purpose is again for you and your team to be able to at a quick glance just get those basic organization information down um whenever possible i do recommend presenting this visually um so there's lots of tools there's tools like vintage um free tools like canva canva is free for non-profits um but something that you can do to kind of put this in a way that is just appealing and also just easy to understand um is aligning your mission values and vision in some kind of graph so i like i like that um this example i included here that you can kind of see like almost the overlap of their mission and vision and their values and this helps you make the right decisions for your organization because sometimes marketing wants to do an awesome event but if that event doesn't align with your values or your or your mission as a organization then you know that that's probably outside of the scope of what you want to schedule in this year um the other tool i mentioned was vintage there's a few other ones but vintage is paid but i think that's actually where i got this from um and one thing to help you really easily craft this organization summary is take a quick look at your website what is on your website about your organization um and that might give you the opportunity to also pinpoint a to-do um because if your vision mission um just about us is out of date you want to go ahead and based on the new copy you craft here update that on your website as well so great opportunity again i've included a qr code to the template download so if anyone wants to go ahead that should be up for a few more slides now let's talk a little bit about organization initiatives so this is really all about defining what your main initiatives as an organization are and uh are aiming to achieve in 2022 so that you can best carry out your vision and mission um so this looks a little bit more like you know what big programs are we launching this year what are our plans um do we want to make donor retention part of our biggest strategy for the year what do we ultimately need to raise these are all those big organization initiatives so out of these bigger goals that you set this will inform all of the other goals that marketing sets throughout the rest of the year um so one of the things that i do recommend is probably not creating those major initiatives on your own um if you are the ed then maybe sit down with yourself um but if not maybe sit down with your executive director on the major initiatives and things that are going to be happening at the organization over the course of the whole year and then this will inform what strategies you can later be implementing and setting for yourself um also um if you can't think of anything off the bat um consider your biggest growth opportunities and what you want to see happen at the organization so one of the things that i think a lot of organizations are going to be adopting especially in 2022 is peer-to-peer fundraising um this is super effective and so that could be one of those major initiatives um as well um also take a look at uh specific and measurable goals for each initiative um so this shouldn't just be you know we want to retain more donors how much more donors are we looking to retain what does our percentage look like really kind of quantifying not just what those major initiatives look like but what that looks like in action so any way that you can define those high numbers so if you do need to raise it shouldn't be raise more money it should be raised 300 000 because that will help us launch our new program for example so um all right let's take a look at swat so this actually i i really like them i know some people don't are not a fan of the swot analysis but um one of the things that you can do with the swot analysis is really reflect on 2021 to decide what is and isn't working where you can improve and how to overcome challenges so this is really your opportunity to take a look back on last year um and see what your strengths were um what worked the best what were the initiatives that you did that raised the most money what were the things that you did that people complimented you on and thought was really strong maybe they really liked a certain email that you sent um thing things like that um and it can really be anything so it can be uh we brought on a new super strong team team member um so all of those things can be taken into account as strengths weaknesses what can be done better or removed i love removing things so i know as a non-profit professional you have a thousand things to do on your plate at all times um if something isn't working you can actually just remove it i know organizations that say we have to do this thing because we've always done it and that's not always the case like if that doesn't fit in with where the organization is going in the future and you can remove that to do from your list this year um let's say there's an event that's just not really striking the right cord with your supporters anymore remove it or um if it is really in line with your vision mission values all of that that we just went over um how can you do whatever it was better so let's say an event was kind of a bummer but um that was because there's been all these coveted limitations and challenges that you've faced so what could be done better to improve the virtual experience for your supporters um opportunities so what are we not doing that could help us achieve our goals i think these are um sometimes a challenge to pinpoint because it does mean taking a look at um outside of what your organization is already doing and seeing what big wins are there um one of the biggest opportunities like i said is peer-to-peer fundraising and i'll second that with facebook advertising um facebook and instagram ads are getting more and more beneficial for organizations um there's been a lot of updates since i the ios 14 update where people are opting in if they want to basically be tracked online but what that's also doing is giving us the insight and you the insight you need to really target those people who are interacting with your social media online um so if you're doing peer-to-peer fundraising online you can also target those who are engaging with their content across channels anyway that's just one example of an opportunity um threats so what obstacles are in the way i know some people view threats differently but i like to view threats as what are the challenges that can prevent me from reaching my ultimate goals this year so um a lot of obstacles do look like limited time and resources so when you can pinpoint that then you're also able to again take that back to your team and advocate for what you need well so um when you're reviewing 2021 a few of the things that i like to pinpoint are what initiatives brought in the most funds what channels were the most effective what reached people more what got the most engagement that can help you craft what channels you decide to move forward with in 2022 what do we see similar organizations doing well so go to similar organizations websites what do you see them doing on their website um you know and kind of uh using that to pinpoint opportunities also social media see what other organizations are doing on social media i think that's a huge opportunity um and where were gaps in resources so that's a little bit more uh granular of the framework i like to use when thinking through um the swot analysis and all of this is um yeah helpful for uh you to really advocate for what you need in order to achieve what you want in 2022 and pinpoint your opportunities for growth all right um so i want to take us through section number two so step number two of creating your 2022 marketing plan um this is where we take a look at our audience and really evaluate who is in the audience and who should we be speaking to so the purpose of this is knowing exactly who your audience is so you can have the best marketing efforts and they're the most effective so this informs everything from the strategies you choose to your branding that you choose um this year if you do end up rebranding or at least updating um your brand or rebranding an event all of that plays into it um this also plays plays into the tone and style of writing that you use throughout all of your channels um it'll also play into the images you choose it really does boil down to every aspect of your communications so um super important to know who is in your audience so the purpose is to really define who it is you're marketing to and aka that should be your ideal donor so who is the people who are the people that are going to be giving to your organization you should be marketing to them effectively basically um so all of this will help you best target and craft your communications um a lot of this is broken down by age location um some of their pain points um and obstacles that they're uh and personal challenges as well any triggering events hobbies that they're interested in um goals and career all of these kind of play into the target audience so for example for a coastal preservation non-profit they would probably target people between the ages of 21 and 35 these individuals may have experienced damage their pollution in their waterways in their neighborhood um they are both male and female college educated live in an active outdoorsy style lifestyle so that's just an example um to inform your target audience and how you would craft that um and think through who it is that is most responsive to your marketing and therefore would also be most responsive to giving to your organization um so the best practices for defining your target audience would really start with just looking at who your current donor base is um if you have ideas of who what their demographics are that's great and you can look for similarities um also if you do work directly with donors um a lot of this could just look like taking inventory of who it is that you talk to all the time um and crafting uh target audience around that also looks like collecting data from your focus groups or your community one of my favorite things is donor surveys it gives you a lot of great information of course not every donor is going to answer the donor survey but even if you get a portion of your audience to take a survey about themselves and why they supported your organization that will go a long way to actually help craft all of your communications all year round um and then you can also take a look at who uh other similar organizations are targeting as well so you can take a look at their social media what their marketing looks like on even just their branding website and kind of define who it is they might be targeting um based on what you're seeing so all of this is really helpful um in really helping define the broad strokes of your target audience now we'll talk a little bit more about personas so personas are different in that it's almost like the simplest version of that target target audience because you're taking that target audience and you're creating a character um and the purpose of this is to create a character that you can understand so you can understand what resonates with them so what communications are going to best encourage this persona to give to my organization so it really takes a look at what an individual might care about and how your communications that you're sending how they can best fit their needs so one of my suggestions for doing this is to actually think of a donor who is really enthusiastically supporting your organization and craft it off of that person we did this i used to work at cosbox which is a digital fundraising platform and that's actually what we did we took a look at who our some of our favorite customers were not that you know we had favorites or anything but there were some customers that were really highly engaged and we crafted personas around them because that's who we want to get right that's more of those people that are like this person so um that's just kind of my tip for thinking through donor personas um because you want to attract more people like the people who are most enthusiastically engaged with your organization so an example of a persona would probably look something like this um so for a coastal preservation restoration organization the persona would be ryan a young active male his lifestyle uh ryan works remotely from his condo 15 minutes from the beach in san diego sounds great he gets up early to go surfing every morning before work is single owns a dog and is financially stable um his personal background he's 27 years old grew up in san diego and loves the beach his challenges and pain points the coastline he loves to surf at is often polluted or off limits due to oil spills he wants to keep surfing every day but it is becoming dangerous his business background he has a degree in marketing and works for a tech company he does surf photography as a side hustle and where they go to for information so ryan consistently uses the social media on a daily basis but is mostly on instagram he mostly uses his phone to do information searches i that would be great i wish that's what i mostly use my phone for but um all of this is a great example of what a persona can look like and when you define who it is that you're speaking to so if i'm talking to my friend ryan it's going to look really similar it's going to look really different than if i'm just talking to a very general you um people like to feel that they're personally addressed and honestly the more specific you can get with your persona the better because it's going to actually resonate more universally with those in your target market all right i know there's tons of questions i'm going to try to leave time for everything um so please keep those questions coming in i do want to talk a little bit i'll talk briefly about competitive analysis just because i do think it's important to know what other organizations are out there so that you can think through what opportunities you have to improve and also what makes your organization unique because both of these things come up with donor retention strategy you can integrate that positioning to retain more donors and why they should stay with your organization as well as just your case for getting new donors a new donor acquisition so one of the things you can do is just really start researching what similar nonprofits are out there so what organizations have a similar mission to you what organizations are in a similar location as well um and take a look at what your organization is doing that they aren't doing so if they if you have a program that sets you apart that's really good to highlight and you can have that inform some of your strategies throughout the year because it's something that nobody else is doing um and you can also take a look at what they are doing um and either decide if this fits in with your overall um goals and initiatives for the year if you want to start some new initiatives or um from a marketing standpoint what are they doing well that we aren't doing and how this how can this inspire our plans so i wanted to just show you a really brief analysis of a competitive analysis example um so we're going to go with our coastal preservation registration organization so what they do organization a is a non-profit that organizes community events to clean the coastline and how we compete um there's this competitor they have paid google ads running for the same keywords that we would like to rank for organically so now that you know you have this competitor you can start thinking through the marketing strategies you want to use so if you want to rank organically that means that you're probably going to have to invest some time into seo research and also optimizing some of your pages on your website so this competitive analysis also helps you craft what things are priorities to help you stand out amidst the noise all right and i want to talk now about setting goals uh key performance indicators thanks for everyone in the chat for um helping uh define that um for everyone and some of the strategies you can be using so this the real purpose of this session is section is to take everything that we've talked about and everything that you are planning and map out what that looks like more specifically for marketing so yeah so that you can best measure success so uh now that you've taken a look at what you did well last year you have some opportunities in mind you can see what other non-profits are doing well all of this helps to inform your marketing goals so the purpose of these marketing goals they're separate from those big organization initiatives but they're actually rather more drilled down and more specific so the idea is to take if your big initiative for the year is to increase donor retention by 30 then you can think through what marketing initiatives actually work to increase donor retention so then you're probably going to want to look at um increasing conversion on your recurring donations so that you can retain more donors that way um so all of this looks like defining what those smaller goals um how these smaller goals tie back to those big goals and to help you best measure success i do recommend setting smart goals you've probably seen this before but it's creating goals that are very specific measurable attainable is a big one because you can be really specific and very measurable so um you know if we're going with the donor retention play we want to get um 50 of our donors to become return recurring donors but is that attainable so we really want to take a look at you know maybe what worked last year what our current um conversion rates for recurring donors are and make sure that those goals are attainable and if they're not adjust them ingly or overcome those obstacles to make them attainable um relevant so they should be relevant to your mission and to your organizational goals and time bound i like time bound because it does set goals um so that it's not just one big goal for the whole year but rather we want to get 25 of our returning donors to become recurring donors within the first three months of the year so it gives you a very specific goal and way that you can measure success and a time to do it in um so let's talk a little bit about the smart marketing goal example here so um if your smart goal is to grow uh grow and nurture our email list to convert and retain more donors this is going to look like having a description so this year we will be implementing new tools to help more help us get more people subscribing to our newsletter via social media and on our website because it is one of our top channels for re-engaging donors and turning one-time donors into recurring donors um to consistently grow our list each month and to nourish our community um we want this channel to become a reliable way to contribute to our monthly fundraising goals so that's the goal of the initiative and how they're measuring it um so it's 50 new subscribers per month is the goal with a 20 open rate and at least one email sent per week so that gives you a pretty solid framework to put those goals into action um i've been seeing it in the chat that some people are having issues filling out the form um or getting it to download i just wanted to say just double check that all of the fields are filled out um i know even for myself when i go to art forms sometimes i miss one of the boxes and i'm like why isn't this downloading for me um just double check that all of the fields are filled out um just because it's super easy to miss one of them um if you're still having trouble just connect with me after and i can make sure that you get access to it because i can send you directly to the link to the um the template as well so don't worry if you really can't get the form filled out just shoot me an email and i can share it with you so i'm just gonna put my email in there right now um and i'll try to follow up with everyone as well in the chat um all right so without further ado let's talk a little bit about those key performance indicators and the channels that you're using throughout the year so um a lot of what we did previously is talk about through the swot analysis and by taking a look at who's in our audience we can make some really good decisions about which channels we should be prioritizing and so uh alongside that when you choose those channels it also makes it really easy to come up with key performance indicators that go alongside each channel and one of the things that you do want to think about um and i should have mentioned this earlier when we were talking about personas that there's not only one persona or there's very rarely one persona that your organization is targeting um there might be a couple of different personas um we advise that you make at least two um so there's there's ryan's but maybe there's there's a greg at your organization as well and he's an older enthusiast for conservation that you can be targeting if we're going back to our example that we've used throughout the webinar um so uh if you have a couple of different personas there are certain channels that are going to work better for those different personas right so that can inform which channels you decide on and if you're having a different approach depending on the channel that you're using um so let me go ahead to the next slide um so i wanted to show you this example of a key performance indicator in a channel so for example instagram would be one of the channels that we're using as an organization the purpose of the channel is brand awareness so um if it's just brand awareness um we are really going to be looking at averaging a certain number of impressions per month however if it's if the purpose of the channel is brand awareness to sign up for and signing up for our email newsletter you'll have you know another metric assigned to it that's more specific to you know how many people are subscribing um and then for an email newsletter promotions if the purpose of that channel is to just re-engage donors and build a community you're gonna probably be looking at open rates um and how many donations and or conversions are coming through those emails so that's pretty simple um but you want to do this for each and every channel that you're using um so i think that these are some of the channels that you want to make sure that you have a plan for at least or at least think through um which is your website um your website is a channel and i feel like sometimes that's forgotten um and what your strategy and goals around that are um email marketing huge channel um continues to be a huge opportunity um social media organic as well as um paid social ads those will have different key performance indicators associated with them so i would keep that as a separate channel and break it out between facebook instagram linkedin tick tock whatever things that you're using um break it out by a specific social media um social media platforms as well being google and youtube advertising um a lot of you might know about the google ad grant there's 10 000 a month for free for non-profits that you can be making use of to do really effective advertising so i do recommend if you haven't already take a look at um our we have a whole section on the google ad grant on our site we can also walk you through it in our one-on-one our free one-on-one that we're offering um direct mail um direct mail is here to stay i think um it does help you target donors in a different way and probably resonates with some different personas so while you know maybe some of your younger audiences are really highly engaged um on social media and work well for social media advertising um some older donors might respond well to direct mail i even as a millennial appreciate direct mail too it does get my attention in a way that the different channels don't um phone calls that's a channel i'm thinking through what are the best strategies to be calling your donors especially new donors and uh donors you want to retain and um mass texting sms um so that's just a few of the channels that i recommend that you consider plugging in and assigning more specific goals um because the whole idea of goals too is um maybe you think that goal is attainable like i said setting those smart goals are super helpful um but if halfway through uh the quarter you're realizing that that goal is completely unattainable um you can adjust your uh your plan likewise and um see which ways are actually working the best for you and continue to invest in those channels that are working well and also adjust your goals ingly so i think a marketing plan is actually an evolving document so it's the backbone of your strategy for the whole year but it's something that you'll probably revisit and change based on performance based on you know different initiatives that pop up so let's say you're nonprofit all of a sudden is launching a new program um towards the end of the year now you know you want to revisit this document to really change what some of your goals are and i did just want to mention um so cancer research institute really did well on these channels so this was just an example from one of our clients um facebook social advertising did super well um for them bing and google search advertising google display and video advertising also did performed really well email marketing and then they had offline non-digital um options as well so that's the channels that work best for them um see which channels have worked best for you or the biggest opportunities for you to engage in some new channels this year and help that use that to help inform your 2022 strategy awesome so i wanted to go ahead and plug uh well first just because i didn't mention our google ad grant resources i'm gonna link that in the chat right now so that you all can grab that and i would love love love to see you all at the nonprofit marketing summit so the nonprofit marketing summit is going to actually help you take um some of the strategies and ideas that we've learned today for crafting a marketing plan and actually help you and equip you with all of the resources and knowledge that you need to put all of this into action and do really really well with it um the whole idea is to really help you get the latest digital strategies that you need to move your non-profit forward so um please if you have not already go ahead and save your receipt i pasted that in the chat again um and i would love to see you there it's going to be three amazing days march 8th through 10th 2022. um there'll be a lot of speakers from not only community boost but really thought leaders in the industry beth cantor kibby loro miller um we have julia campbell coming all aboard we have kelly mclaughlin i'm not sure if you're familiar with her but she's fantastic um rayne bennett who's like a tedx speaker and um emmy nominated documentarian he's incredible so um so many amazing speakers there's gonna be about 50 of them um we would love for you to be there so please go ahead and save that seat as soon as possible so you can have that blocked off on your calendar um and i also wanted to point out that you can do a one-on-one strategy session with us um so if you have more questions about google ad grant implementation or how to better manage your google ad grant or any of the channels if you need help with um your seo strategy or really anything that we talked about today facebook ads you can go ahead and book a free one-on-one consultation with our professionals and experts on our team and they will help you implement all of this you can even give them this template for them to review so that they can pinpoint new opportunities that you might have missed so um yeah lots of different ways you can use that um that opportunity and hannah asks what is the cost of momentum it is free it is a free summit um three days of amazing content resources we're gonna be doing giveaways it's gonna be so much fun um i'm really really looking forward to it and looking forward to seeing you all there um so uh yeah i wanted to leave the next five minutes four questions so thank you all for being here and engaging with me all right so summit is a virtual event um it's actually going to be hosted on this really super cool platform called welcome um and so there's three stages and so there's up to three sessions going on at any given time you can really create a customized experience that works for you um and yeah it's going to be all virtual but one of the things that i do want to prioritize is a lot of these sessions get very much uh not engaging so i want to really combat that and provide you opportunities to engage with fellow conference goers as well as engage with our speakers um the vip pass is going to be great for that too there's a vip lounge for networking and speaker engagement so if you want to get a vip pass it's actually only 97 through friday um so i would recommend you grabbing that now because eventually that will go up to 497 um so go ahead if you want to purchase that vip pass now only available through friday so for 97 so you can still buy it after that but best deal is gonna be now so ashley asked i don't know if i missed this part but what kind of content is the best to create for social media that drives more followers and younger theater goers um so i i really think that this is a broader conversation but like sarah said video is a great opportunity i would also specifically do videos under 30 seconds people have very short attention spans um and i would think through [Music] um doing some a b testing so you can create videos you can create images graphics all of those things and share them on social but one of the best things you can do is spend a little bit of money on a facebook ad and do uh a b testing to see what works best for your audience um so that usually looks like creating two different graphics and and two different um call to actions and seeing which people respond to the most um all right shari asks is there an agenda for the three days i may not be able to attend every day all day uh where is more info on the event so um we are still getting some submissions in right now um i will be releasing the full agenda by the end of the month so if you sign up now you'll just be on that list so that you'll get the full agenda in your inbox so i do recommend signing up now so that you'll just you won't have to look around for the agenda you'll just get it in your email in a couple of weeks um but we have uh i mean so many sessions already submitted um basically we're just putting together the final schedule now um yeah courtney asks can you send or give me an example of good donor survey questions um so i would probably refer you to a resource for that um i always like to ask why they gave um if i'm sending out a donor survey as well as just general like um information about them name location what they do for a living age marital status um gives you a good and good insight into their demographics but i think the better questions revolve around why they gave so that you can do better segmenting so if they gave because of a certain program you can target communications more towards that um so i'm actually gonna do some donor survey examples search here um everyone will get the recording so don't worry if you missed anything or want to just reflect share with the team i'll go ahead and send out that recording tomorrow as well as all the slides um amanda asks our organization is the in the process of putting together our new strategic plan marketing plan and development plan how can we avoid too much repetitiveness or overlap or is it inevitable since each of these documents may be shared with a variety of different audiences and speak to different goals of the organization any tips to avoid uh duplicativeness or how to best approach um i would probably start with the strategic plan um i think that ends up being uh a lot of those big organizational goals end up in that plan and copy and paste at least that's what i would do but um it also depends on you know who's in charge of each of those documents but i think the strategic plan usually does help first and that boils down into development and marketing plans um which are very honestly aligned as well um but marketing in my opinion actually is fundraising it's just a little bit further up in the process so um yeah marketers and fundraisers i it's my hope that you guys would really closely collaborate on those two plans um tips for nonprofits with an array of service areas and programs community foundation uh community foundation here particularly thinking about extremely different audiences um yeah i would try my best to segment out those audiences um once you do those uh different target audiences and different personas for each of those service areas you can then start crafting communications and think through if you do have a way on on the back end to segment which programs they're going to be most interested in you can send more targeted emails um so hopefully you're using a crm to help you do that so that you can mark things as like different campaigns um same thing goes for facebook and uh any social advertising you're doing um i would the best thing about facebook ads is you can really really really specifically target your audiences that you're trying to reach with different kinds of content and posts so i think actually facebook advertising would work really well for you um so good way to kind of capitalize on those really different audiences we just completed our new app what is the first thing we need to do from a marketing perspective um i mean there's a lot of things to do but i think the plan is probably that first step um just so that you have a solid foundation in mind um you're probably going to want to do a whole launch strategy um so i would make this plan first and then actually make an app launch strategy which is a little more specific a little more time-based um and has different has a little bit of a different approach it's kind of like how anyone would do a fundraising campaign so i would make this plan first and then actually make like a quarterly like launch plan would be my my recommendation pete p ludden asked do we risk alienating donors by sending surveys asking why they gave um i think the the great thing with donor surveys is it actually gives donors the rare opportunity to speak back to the organization um i think if your whole survey is just hey why did you give um maybe that's not the best way to phrase it um but what inspired you to make an impact would be maybe a better phrase or what are your hopes that you're hoping or what do you hope to see out of your donation um what impacts are you looking to see um these types of questions actually get donors talking back to you so that you can better craft communications later on and i don't think it's a turn off at all i think donors are rarely given the opportunity to to speak about um their gift and so the more contact you have with donors the better you're actually and getting to know them the more you're creating that ongoing relationship so that it's not just you marketing to them but it's actually a conversation so nicole asks what is a good budget for facebook ads if you're just starting out um you really don't need a lot to get started um i would literally think about you know investing 50 and seeing what that does um and you can iterate from there um but i would start with a super small budget um just because i know it is hard to advocate for that budget and then once you have that proof that it's working and you're you were able to acquire 30 new people on your email list or whatever it may be um you can then go back to the team and advocate for more budget so um i would also recommend if you are interested in getting started with um ads facebook ad strategy um remarketing is the best way to spend that budget so people who have previously engaged with your social posts over the course of the year i'm getting ads in front of them um who have already been in your networks so that's probably the best way is doing some retargeting and remarketing um to make the biggest impact on a small budget we had a client that did a remarketing campaign for i believe i don't quote me on this but i think they literally spent 30 dollars and they raised 25 000 and it was all based on remarketing on facebook advertising so um again if you actually want to get better um guidance on facebook advertising i really recommend that you book a time to chat one-on-one it's completely free there's no obligation you definitely don't have to sign on as a client but it just is a resource for you to get a little bit more granular about your ad strategy all right so yeah um nate said is the recording going to be shared i will be sharing all of this um so i uh i'll get that in your inbox tomorrow um samantha asked is linkedin that effective for marketing how might i make it more popular um so i think the channels and i was trying to get into this but i feel like i kind of ran out of time um the channels that you choose should be really specific for your organization so linkedin is mark is a great marketing tactic for certain types of organizations and maybe not that popular for other types of organizations and it's totally based on what your audience is and where they're engaging so the best thing that you can do is take a look at your donor persona for example and think through okay so ryan is 27 he's a marketing professional he's probably pretty engaged on linkedin and you can kind of make some uh assessments on channel based on that um but if you know your uh most most of your audience that you're targeting is retired they they might not be so active on linkedin so they might be more active on facebook so i think the that's kind of where like the audience and personas come in because you should choose marketing tactics that work best for your organization and who you're you're actually trying to attract um sally yeah you can set up remarketing yourself um but uh yeah if you want some guidance on how to do that feel free to um book that one-on-one that free one-on-one but you can set up remarketing yourself on facebook um [Music] someone asked what would you suggest for a small non-profit that has just gotten started out to gain following um i would probably start by trying to think i would start by pure fundraising actually um that's what i've recommended for years um with peer-to-peer fundraising you're able to get those who are already invested so you're bored um maybe some of your friends who are really enthusiastic um people who are in your networks that have engaged with you and have um offered support um getting started with peer-to-peer fundraising is a great way to raise some initial funds and also basically use those existing networks to get a broader network and start getting emails start getting donations coming in um basically start building that framework and you can kind of build from there um great thing with peer-to-peer is that it doesn't cost you anything to do it um you can even do it on facebook and then do some remarketing later on um so i would maybe start with peer-to-peer i would also probably just um start by looking at similar organizations um kind of doing that competitive analysis that we went over and seeing what they're doing to build their following too um to make some decisions on channels that might work well for you amazing so i think that's all the questions that i have time for i was trying to get to as many as possible um if anyone does want to connect um please go ahead uh you can always shoot me an email at candice communityboost.org and please book a time to chat if you want with our team they can really help you get everything up and running at your organization whatever channel that you want to focus on for the year i will go ahead and also put again in the chat the template download so that you can grab that before we go and you can start building out your marketing plan for the year um and i hope you do revisit it midway at least uh maybe even quarterly to make some adjustments for this plan because it does really change as priorities shift and yeah thank you all for joining um this has been absolutely incredible what great engagement um with all of you in the chat and the questions and um i really do hope to see you again at the non-profit marketing summit it's going to be a lot of fun a lot of really great sessions and um yeah i would love to see you there thanks alison thank you um all of you who have engaged joanna everyone in the chat everyone that we've spoken with today and um yeah i appreciate your time without your time and hope you have a great rest of your day awesome all right i'll see you soon all right um have a great rest of your tuesday and i'll see you at the nonprofit marketing summit if not before all right take care everybody