Create Your Marketing Invoice Template for NPOs with Ease

Marketing invoice template for NPOs

[Music] so unfortunately we had a technical glitch which is really just proof that we're here live so i would like to introduce you again to wendy who is wendy placencia who's joining me today for our coffee and croissants where i get to talk to marketers in the field so welcome again wendy and you're part of the organization of the boys and girls club in silicon valley so can you tell us a little bit about your role there sure so um i do the market i'm marketing manager for boys and girls club silicon valley my role is to do all the digital marketing um campaigns websites um anything that has to do with um information that goes out into the uh into the community and things like that very cool so and how did you kind of get into this role like what has your career journey until now could have looked like um i started working in youth development programs and i was 18 years old and i absolutely fell in love with working with youth development programs but i also really loved doing marketing and public relations and so i was going to school at that same time and i needed an internship and fortunately for me our organization was was hiring interns in our public relations and marketing department and our resource development and i started to do our marketing with them throughout my internship and i was there for a year and i really fell in love with it and i fell in love with being able to really tell the story of our organization from a marketing standpoint and so i ended up switching over from the youth development perspective over to the marketing standpoint very cool and how long have you been in this role now um i've been in this specific role with for three years wow wow very cool so yeah so we just watched this video um that kind of explains a little bit more about the organization but i think it also kind of highlights some of the differences between marketing a product versus marketing a cause and maybe you can tell us a little bit more about that sure so marketing a cause when you're really marketing a cause you really have to tell the story of what caused your you're going after um with us it's really kind of showing and highlighting the youth that have gone through our programs they're they are lower income areas they might be struggling with things that are a lot harder in their lives but because we have the boys and girls clubs in our area they're able to have resources that they may not be able to have at their schools or be able to afford in their communities and so what we really wanted is to be able to showcase the impact that these programs that our organization has on these youth that they're able to go through life and use the same skills and those same tools and now apply them to you know perfect examples armando and you know is now in college at stanford his first time using a computer was in our clubhouse because he couldn't afford or did wasn't able to have those products at home and now he's at stanford studying computer science and engineering and so it's just in economics and so it's one of those where when you're showcasing and when you're using marketing cause marketing you're really showcasing you know the story that's behind what your cause is and it really comes from a passionate part versus when you're doing the marketing of a product you're really looking at like what is what the you know sell me this product why should i have this product you know um i love using you know the cell phone why is this cell phone better than that cell phone um and so it's a different it's a different standpoint and so it's a matter of finding where it is that you want to fall in when you do marketing and what you can really stand behind and be passionate about i can imagine it's probably also kind of getting people some kind of inspire them to ultimately donate imagining because that's your ultimate objective from the marketing's point of view yes very cool so and would you say in in the marketing that you do is there a lot of digital marketing that comes into play as well are there particular channels that you feel work really well for you in the digital space definitely i think one thing that our organization specifically is going through is really trying to figure out how we can utilize digital marketing more um so we kind of actually just went through our back to school campaign and we really tried to do the analytics behind what is the benefit in the sense of still using mail out back to school campaigns versus just going straight digital marketing and so one thing that we learned going through this is that you know we would prefer to just go digital marketing moving forward um the result in the return rate was would be higher through digital marketing than it would be through a print campaign um and so that's a lot of things that you'll kind of see through nonprofits across the board are really trying to find that medium and so it's a matter of transitioning from a print and a mail out campaign to a strictly digital marketing campaign and when you think about digital marketing for you like what are the the different types of channels you've used is it social primarily is it a little bit we use a lot um we definitely use a lot we do email is definitely one of our primaries we do we also use our social media um and then we use our website of course um and one of the reasons why we use so a broad range of all of them is because our community that we're you know our donor database when you're looking at it is a wide range also you know we definitely are aiming towards the millennials using the social media um platform in that case um but a lot of our older donors that have been contributed to the organization for over you know many years theirs would be probably more a mail or an email type thing and so we're looking at it from that standpoint and moving in that gender into that direction of being able to segment out which which which outlets are the ones that you want to use for your demographic for the different targets yeah because we teach in our course we teach our students about kind of the different target populations the different personas they can go after and indeed these personas interact differently with digital media so you want to adjust a little bit to that so when you think about kind of your business objective and how you translate that to the marketing objective and then from there get into a campaign can you walk us a little bit through the flow of how that goes into your organization sure so um right now we're going through our giving tuesday campaign giving tuesday is aimed directly to donating the day after cyber monday so you've just gone through black friday you've just gone through cyber monday and we've just been inundated with constant shopping and so we've um so now there's this giving tuesday campaign that is all about giving giving for the holiday season so we've just spent you know these couple days spending a lot of money on christmas gifts and all this but what about giving so our giving tuesday campaign starts off through the giving tuesday organization and so a lot of our campaigns are actually correlated with other corporations and so we're able to combine them um and so when we go ahead and do that we're going through like an entire toolkit set up and so in that toolkit there's the social media the social media posts that are already done you have a lot of the logos that are already incorporated into things that you just kind of have to like mold to your cause and so the greatest thing about all of that is that while it's already done for you it's still the work behind finding the story the compelling story that you're going to use for that holiday season from the business standpoint it's a matter of also looking at what is your target what are you trying to gain from it in that sense and so there's a lot of different avenues that go into that campaign but it's definitely a lot of prep on the front end um so our giving tuesday campaign will launch on the tuesday so we're only accepting i don't want to say only accepting donations but the goal is that people are going to their computers to donate on giving tuesday the same way they're going to their computers to shop on cyber monday and so you're kind of prepping this whole entire campaign over these next couple weeks to get it aimed for that giving tuesday date to that particular date yeah and that's something that you repeat every year every year yes yeah we do that and that also means that you have to find a story to tell every year yes yeah and how do you go about confining that inspiring story is there so the nice thing about our organization is that we're all very involved within our clubhouses um so like i said our organization is kind of like it's like a franchise and so within our own little franchise we have these 12 club houses that be that are ours and so with that having 3 000 youth we all it's 12 club houses and so we're all very close and so we can i can call a unit director at a clubhouse and say like hey i really want to use one of your members at your clubhouse what's one of the compelling stories so there's always somebody that knows a story of a youth that were able to use and um and be able to tell the story of the organization through that yeah very cool very cool and i think we have an example of this campaign that we can show students they're giving tuesday campaign maybe we should take a look at that yeah can we show it or it's showing it's showing right now so and that's an example of like our email campaign that we would send out um and so we send out a few of those before the actual date and then we send one on the day of also very good yeah that's also that's one of the other things that we talk about in the class is that yes it's actually a whole you kind of want to get that customer through that journey and leading them to ultimately take action but it takes a few steps typically yes it's like setting an alarm on your phone like you usually have to set multiple alarms to like get up at the end of that morning but then you're doing the same thing with the campaign like you kind of just want to set those little alarms throughout and so let's say when the giving tuesday day comes up they're ready to go very cool so now i i bet that when you go through kind of as a marketer you run many campaigns and not every campaign is always successful so i'm sure that you've also faced some challenges at times right there must be things that maybe don't go as well and you look back on yoga yes are there some of those exactly definitely um when i was interning with the organization one of i had this great idea of doing a 25 by 25 campaign and i wanted to raise 25 000 over 25 days but i wanted there to be 25 reasons why you should donate and while it was an all-around really great campaign idea the prep to it was just it was very we decided to do it very last minute um and so we had kind of a mixture of like there was this pressure of we have these 25 days we have these 25 reasons we need to get these 25 000 and it was really hard to do this last minute when there was so much prep time that needed to be done beforehand and so it was kind of a like on november 1st we were like we want to raise 25 000 in 25 days without giving our our donors a heads up of like this is what we're anticipating for and this is what you should be ready for um so i think looking back at it if i were to do it again it would definitely be a preparing for it beforehand and making sure that the goals behind it and the strategies behind it are all aligned because it was kind of a like that running with the running with the dream with this idea and like not having any real strategy behind it and so i definitely would say when you know coming up with campaigns or when doing campaigns is making sure that your strategy and your goals all align with the outcome that you want from it yeah and that you prep for it right definitely and you kept for it as well so how long would you say how long do you typically prep for a campaign like the giving tuesday campaign like when do you get started giving tuesday comes begins to start to form in july and so it's it's a it's in its kind of july is like prepping and making sure that everything is set in place and you kind of want to get started and you're registered and your your donor your donation page is up and going and then you start to really advertise it come like end of september early october so it takes a lot of on the front end making sure that everything is just aligned but then september october is that time frame where you want to start doing that and that's really to start to get the message out get people kind of aware and then really in november is when the big is when the big yes is when the big tuesday hits and you use that so but there are some campaigns we have like back to school campaigns beginning of summer campaigns um some of them like for example the ross campaign which you can see on there right now too is like a lot of those happen in the bat in the back to school time frame and so those are usually campaigns where stores will partner with us and they'll do like a 20 back to boys and girls clubs of silicon valley for when you come shopping so then it's kind of that benefit of like oh well you know this family is going to go school shopping anyway they might as well go to ross and then whatever they're spending on so those are kind of those easier campaigns where you don't have to prep as much in advance because those are just kind of ones that you can just drop here and there wow so i bet as a non-profit typically you manage several priorities right yes kind of different focuses now how do you manage and balance all that the different priorities that you have as a marketer so with non-profit a lot of the time as you'll see in a lot of nonprofits that there isn't usually somebody who is running their marketing and that's kind of just when you look at nonprofit it's hard because um the bandwidth and budgets and things like that are very are a lot smaller so you usually see some some nonprofits have their resource development director is their marketing manager and their special events planner and everything and so wearing a lot of hats but then still having to like time manage a lot of it and sometimes you have to put things on the back burner and that's where it kind of begins to get kind of hard and so i think one thing like with non-profit and i'm not saying this is all of them across the board but a good percentage from what you know when talking about it is um is that that bandwidth behind that and that sometimes you are wearing multiple hats and you have to kind of figure out when to put one on one hat and when to take off it want to take it off and put on another but i think one thing that we've been really fortunate with as far as boys and girls club is that since we are a national brand still boys and girls clubs of america also supports us a lot in the sense of having tools ready for us to use so we don't always have to start from scratch completely there's webinars that they provide for us and so a lot of the non-profits that have an umbrella around them so ymca ywca um boys and girls clubs big brothers big sisters they have an overall branding message that kind of helps with a lot of that and it's a huge lifesaver it really is so when you have to wear a lot of hair yeah yes yeah so and when you so when you get your message out so a large part of your marketing is towards donors and getting donations how do you reach the actual population that like the kids that may ultimately be your kind of yeah your your kids inside the boys and girls club do you do marketing towards them as well or so we're kind of so with boys and girls club silicon valley we're actually at capacity so we're we're in a space right now where we're actually looking more at expanding so that we can get more kids off the wait list right now we have a lot of kids on the waitlist and so our branding a lot of our messaging is more about getting more kids off that wait list and getting them more into our facilities and into our into our organization and so that we can make a greater impact and so right now so as much as i would love to have that issue where we're we need more kids in the building it's actually the opposite um so which is also a really great issue to have in the sense of you know we're we're doing a great job with 12 clubhouses and over 3 000 youth and we need more kids in the buildings into buildings and so but for us it's more about donors volunteers um people who um are just wanting to make an impact in any way that they are able to do yeah yeah and would you say is there also do you also use some kind of free social media at all on the donor side like anything in terms of messages or blog posts that you put out there or yeah so we definitely use a lot of our social media so facebook twitter linkedin that's also something that we've noticed a lot too is when using it um there are some donors that they won't touch facebook and they won't touch twitter but they're all over linkedin and so um kind of trying to figure out that demographic of where are a lot of these avenues where do we use a lot of our demographic and where are we trying to target it in certain areas um so a lot of the donor millennials are more on the social media a lot of our more professional careers are already set they're you know good to go those are more on our linkedin our board members are more on linkedin and so having to find out having to find that in social media is definitely one of the things that should be focused on yeah yeah i bet i bet yeah and if you think about kind of your day-to-day operations like are there particular parts of it that you enjoy more than other things or um yeah there definitely is social media is always a really fun one um it's more time consuming than i think people really realize um to do a post for the entire week can take anywhere like from three hours to six hours and just making sure all those are set um just because the analytics within a lot of the social media there's you know twitter you should be posting three times a day facebook is only once or twice a week type thing so knowing those always helps um the other one is just designing and then being able to tell the kids stories is always my favorite figuring out a way to kind of just put that into a phase where every time that my my vision is that every time i hand you anything that has a kid's story is that it touches your heart and that it's to the point where it's like it's gonna make you cry like that's what i want that's always my goal and so being able to tell those stories and form those and create those campaigns that are in that realm that's always my favorite very cool yeah so and then well at udacity of course we're very into lifelong learning uh we think that's important um do you have a way to build that in into your own career as well do you have a chance to focus on that and are there certain tactics that you use yeah i'm actually really fortunate because my ceo and my cdo both um very much believe in continued learning after that so anytime that there's a webinar or a conference that they feel you know might help me and more ideas or you know kind of just planting a seed they're always encouraging and making sure that they can that they can support me and learning more so and it's always about having a mentor i'm always a big believer and you should always have a mentor in any career that you have um to kind of help you to continue learning same thing with like you know having the right books right now i'm reading visibility marketing um and so always just that continued learning and being open that you don't know everything about marketing especially in digital marketing and knowing that like because technology is advancing digital marketing is going to be advancing just that much faster yeah yeah and how did you for yourself did you find a mentor that you feel can help you i did just recently actually i'm really excited she just joined our advisory board and she's been one that's been connecting me everywhere and introducing me to people that will you know help me further my career and everything and so i'm really excited um so that's sandra miley so i'm really excited about working more with her and with the organization that's very cool yeah because i would agree that finding those men mentors is really helpful for further advancing in your career and learning and then opening your world to new things right and yeah i think many of our students are hoping to find those types of mentors in their careers as well definitely would you have any any advice for our students in general kind of getting into digital marketing many of the students are just kind of hoping to get into their first jobs in digital marketing would you have advice for them as to how to tackle that i think one thing when i look back at when i was doing pr and marketing is that i never thought i'd actually be doing marketing and for a non-profit i always thought that i would be going corporate and everything and now it's very much the opposite i feel like i would never go corporate and i'd only go non-profit and i really think that's because i found a cause that i love doing marketing for and so my advice is that you find something that you are absolutely passionate about it could be a cell phone it could be a non-profit it could be anything but find something that you can truly stand behind and love doing marketing for that and that would be my biggest advice in that very cool well i got in the meantime while we were all listening we also got another student question in and that's actually from tala awan who asked what works better for a non-profit is it social media or paid ads like adwords for instance do you have like a sense of whether one or the other works better or do they work better together so we haven't explored with ad with paid adwords yet um it's something that we're going to be working towards in the next couple months um and so we're really excited to be using that that's something that i've been looking more into but we do do a lot of social media posts um we've done the boost posts also and so those have been working really well yeah um i think we're also in a space where like you know we just came out with our video we just finished our gala so we have a lot of really great momentum coming right now and so it's just a matter of staying on top of that so i wouldn't i can't say which one i would think is better um but social media has worked in our favor yeah yeah i bet yeah and i guess that there's many yeah many of the channels that could work together ultimately to help you towards your cause very cool now do you have any other kind of parting words for our students or any other things that you feel like we could have touched on in our interview we didn't no i a marketing role in something that you're really passionate about which i would agree like whether you find that in a non-profit or you find that a product that you like or as long as you can be passionate about what you market and what you advertise um it really makes for it makes for a more pleasant experience telling the stories and kind of finding ways to get that message out and it sounds like some of the stories that you can find are actually stories that are absolutely worth getting out and your organization has definitely i've seen the organization around here and active around here and i think that the organization's definitely succeeded and making the life of many kids a lot better in giving them a future that they would otherwise not have fantastic thank you so yeah but thank you so much for joining us and thank you for giving this advice to our students um i think they love hearing from marketers in the field and i'm very glad we got to talk to you thank you for having me