Guiseppe GettoContent Garden ECUgettog@ecu.edu

Suzan FlanaganECUsf@nc.rr.com

HELPING CONTENT: A THREEFOLD APPROACH

TO DIGITAL CONTENT MANAGEMENT FOR

NON-PROFITS

The need for non-profit digital content management (CM)

What do we mean by “non-profit digital content

management”?

A threefold approach to non-profit CM

How can technical communicators do CM with non-profits?

WHAT WE’LL COVER

Private sector research shows a “topple rate” of 40% for

failure to adapt to new technologies (McKinsey & Company)

A survey of more 1,000+ non-profits showed most non-

profits surveyed failed to adopt websites as key

communication venue (Zorn, Flanagin, Shoham, etc.)

Key missing element in both sectors: strategy and

leadership

THE NEED FOR NON-PROFIT CM

“Too often, content is created by authors working in isolation

from others within the organization. Walls are being erected

between content areas and even within content areas. This

leads to content being created, and recreated, and recreated,

often with changes or differences introduced at each

iteration. No one has a complete picture of the customer ’s

content requirements and no one has the responsibility to

manage the customer experience.” – Halvorson and Rach,

Content Strategy for the Web

“NON-PROFIT CM”?

“NON-PROFIT CM”?, CONT’D

Source: http://bit.ly/1mMz2Li

“NON-PROFIT CM”?, CONT’D

Nine Essentials of Highly Effective Nonprofit Content Marketing, http://bit.ly/1mMz2Li

1: Document the strategy2: Manage the strategy3: Invest in training4: Use multiple tactics5: Increase content budgets6: Pump up the volume7: Don’t do it alone8: Tailor the content9: [buy our content solution :]

Audience awareness and interaction

Stakeholders: funders, clients, volunteers, and donors

Channels and interactions: search vs. social media, blog vs. email

newsletters, etc.

Making use of emerging technologies

Content management systems: WordPress, Drupal, and Joomla!

Social media: Hootsuite, StatusBrew, Simply Measured

Membership management: HubSpot CRM, MailChimp

Building sustainable partnerships

Research, consulting, service-learning, volunteering

A THREEFOLD APPROACH TO

NON-PROFIT CM

AUDIENCE

EMERGING TECHNOLOGIES

SUSTAINABLE PARTNERSHIPS

Research/Consulting: Content audits, developing content

strategy templates, developing specific campaigns

Service-learning: deliverables, strategy sessions,

workshops, etc.

Volunteering: Joining boards of organizations as a

communication specialist, running a particular channel,

updating content pages

HOW CAN TECHNICAL COMMUNICATORS DO CM

WITH NON-PROFITS?

Getto, G. (2016, January). Helping design: Bui lding content capacit ies within non-prof i ts. Intercom , 16-19.

Resources on outreach and engagement: ht tp:/ /guiseppegetto.com/outreach-and-engagement/

Resources on UX and content strategy: http: / /guiseppegetto.com/ux-content-strategy-l ibrary/

WordPress guide: ht tp:/ /guiseppegetto.com/defini t ive-guide-defini t ive-wordpress-guides/

Social media strategy template: http: / /b i t . ly /RvH8JK

This presentat ion wi l l be uploaded to G’s homepage by next Monday: ht tp:/ /guiseppegetto.com

MORE INFORMATION