Develop a Strategy for Your NonProfit’s Web Content!

Crafting Content Marketing Campaigns that Attract and Retain Donors!

Sarah M Worthy | sworthy@tendenci.com | @sarahmworthy | @tendenci

Abbrev.Version

What is Content Marketing?Your website should

remove any barriers to donating for visitors

Think of it as the conversations between the people who support your .Org

Pull and Push Your Content

Early Adopters respond better to inbound marketing......late adopters respond better to outbound marketing

Content Marketing Integrates Inbound

and Outbound Tactics

“Per Dollar, Content Marketing Produces 3X More Leads”

Why Web Content Marketing Matters

Content Marketing ROI Whitepaper by Kapost and Eloqua

Content Marketing ROI Increases Over Time

Why Web Content Marketing Matters

Content Marketing ROI Whitepaper by Kapost and Eloqua

Attract New Donors and Keep Them Coming Back for More!

Web Content Marketing Helps You Grow

Potential Donor searches the web

your digital content

What’s Your Biggest Challenge?#1 = No Time or $#2 = Boring

Here’s What We’ll Discuss TodayNow that we’ve

covered the Why, here’s the How...

The Components of a Successful Content Strategy

Low-Tech Ways to take Advantage of Digital Tools

Real Examples -> How do You Tell Your NonProfit’s Story on Your Website and Social Media?

Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci

**bonus**

Developing Your Content Strategy for Mobile Devices

My Goal Today is to Show You How to Get Started

Raise your hand if you have a content

strategy?

Strategy

Strategy  shows  you  where  to  focus  your  resources,  you’re  not  supposed  to  be  talking  across  all  channels..  find  your  niche

1) Identify Audience

3) Identify Your Unique Message4) Publish Content

2) Set Measureable Goals

Identify Your Audience

Show Their Impact StartupWeekend.or

g

Goals

What do you want them to do?Step 2: Set Goals

Each Piece of Content Should Have 1 Main Goal

Motivates Action

Provokes Thought

Sparks Emotion

Your Message

Personalize Each Donor’s Experience with Your .Org

Make their journey go straight to your

website

Publish Content

Implementation Strategy

Editorial Calendar

Web Writing RepurposeSEO

Content ManagementDistribution

Open Source CMS 30 Second Evaluation

over 61 million sites are built on WordPress, primarily a publishing platform

If you’re technical, Drupal can do just about anything, challenging for non-technical people to customize and manage

Specifically built for nonprofits, out of the box functionality, “new kid” on the open source block.

Great for largely content-focused websites, limited customizations and extended functionality.

Use a Content Management System (CMS)

Save Time with Content Templates

Predefined fields and templates make it

easier to control how content is added.

EventTemplate

Responsive Content DesignContent Structure depends on how

“deep” into the site a visitor is.

Homepage is the “Menu” of Options

Internal Pages offer substance

“Liquify” your Donation Form

Content Curation vs Repurposed Content

What do I mean by Repurposing and

Curation of Content?

ContentCurators

photo  source  h2p://flockofweasels.com

Repurposed Content

Your Web Content StrategyTip: Tailor your

messaging based on how involved with your organization they are.

Speak Differently to Your Audience than Everyone else to rise above the noise

Collaborate to get your content written - engage and ask your supporters to help you

Keep your plan flexible and be willing to adjust based on your audience’s feedback and your NPO’s resources

Be Clear About Your Goals Because they’ll be Your Roadmap showing you where you’re going, where you’ve been, and where you are right now.

Periodically measure where you are in relation to your plan, pause and be honest when it’s time to change something.

Don’t Forget the PeoplePersonalize your

messages better by writing just to one person at a time.

www.schipul.com/people

My #Fave NPTech ResourcesHouston Netsquared is

a local resource for NPO’s and NPTech Pros

www.nten.org www.eschouston.org

www.idealware.org

www.techsoup.orgwww.techsoup.org

www.netsquared.orgwww.meetup.com/NET2Houston

www.aspirationtech.org

Questions?

Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci

Hello, my name is Sarah and I’m a

volunteer and a Geek!

Content Community Challengeshttp://spacepts.com

http://spaceuphouston.org

http://startupweekend.org

http://startupdigest.com/Houston

http://tendenci.com

@sarahmworthy | @tendenci | @spaceuphou | @spacepts | @schipul | @NET2Houston

I’m Passionate about #NPTech

Thank You for Attending!

Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci

Want More? Of Course You Do!

Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci

Register for these Upcoming Seminars:

Factors Every Nonprofit Website Needs for Effective Online Fundraising

August 13, 2013 - Tuesday - Register On the ESCHouston.org Website

November 19, 2013 - Tuesday - Register On the ESCHouston.org Website

Getting a Handle on Your Nonprofit's Content Marketing Strategy!