ADVANCING YOUR MARKETING EFFORTS IN TODAY’S COMPETITIVE

ENVIRONMENT – FOR NPO’s

•NANCY SEELY

•Executive Vice President

•PAUL CALDERBANK

•Director of Digital Development

A presentation originally presented at the Prevent Child Abuse America 2012 National Convention.

Presentation notes available to view

#1FINANCIAL SUPPORT IS THE NUMBER ONE CHALLENGE.

TODAY’S CROWDED MARKETING LANDSCAPE

STRONG BRANDS WIN HEARTS & MINDS

WHAT MAKES A STRONG BRAND?

CLEAR MISSIONCOMPELLING STORY

EMOTIVEDISTINCTIVECONSISTENT

HOW DO YOU CHOOSE WHAT’S BEST?

START WITH AN AUDIT

ANALYZE DATAREVIEW HISTORY

ASSESS CHANNELS OF DELIVERYCONSIDER NEW & EMERGING

RAPID GROWTH OF DIGITAL

•MOBILE DEVICE GROWTH

•INCREASE TIME ONLINE

•SOCIAL MEDIA POPULARITY

•TEXT REPLACING CALLS

•MULTI-TASKING SOCIETY

IDENTIFY WHAT’S WORKING & RECOGNIZE WHERE TO MAKE IMPROVEMENTS

MAP OUT THE PLAN

•WHAT’S REACHING THE AUDIENCE?

•WHAT’S ENGAGING THE AUDIENCE?

•WHAT’S DRIVING SUPPORT?

MEASUREMENT

TRADITIONAL + DIGITAL

NEW TOOLS FOR NON-PROFITS

GOOGLE + YOUTUBE#1 WEB REACH

•AD WORDS GRANTS

•FREE PREMIUM GOOGLE & YOUTUBE SERVICES

•FREE GOOGLE APPS & CLOUD STORAGE

•GOOGLE MAPS ENGINE GRANTS

GOOGLE FOR NON-PROFITS

TELL YOUR STORY,REACH MORE PEOPLEGAIN MORE SUPPORT

HOW CAN WE CONVERTTHAT INTO DONATIONS?

•CONTENT DRIVES TRAFFIC

•ORGANIC SEARCH (SEO)

•SOCIAL MEDIA

•LEAD NURTURING

•CRM & CONTEXTUAL SERVING

•MORE CONVERSIONS

CONTENT IS KEY

•REACT TO TOPICAL STORIES

•PROVIDE MEDIA WITH STATEMENTS / POV

•LINK TO MEDIA COVERAGE

HARO

I DON’T HAVE THE RESOURCES

CONTACT

904.359.0981

pcalderbank@shepherdagency.com

linkedin/paulcalderbank

www.shepherdagency.com