1. 1 @bcdcideas Content Marketing for Nonprofits WERK! Make Your Content

2. Who We Are Full service communications & fundraising agency that works exclusively with nonprofits across the country 12+ years of dedicated nonprofit experience paired with 7+ years of corporate advertising experience Full service communications & fundraising agency that works exclusively with nonprofits across the country 12+ years of dedicated nonprofit experience paired with 7+ years of corporate advertising experience 2 Some of our Awesome Clients:

3. 3 Nonprofit Communications Media Relations Social Media BrandingMessagingCampaigns Strategy & Planning WebsitesVideos Graphic Design Fundraising Campaigns Trainings Market Research

4. this all about getting the most SPREAD from your content 4

5. 5 make one piece of content do many things

6. “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly- defined audience — and, ultimately, to drive profitable customer action.” 6 What is Content Marketing?

7. Surround Sound Approach 7 Audience Media Relations Social MediaNewslettersAnnual ReportBrochuresWebsiteBlogVideosDirect Mail Donor Touches/Letters EventsAdvertising ACTION

8. Rules of Surround Sound Approach 1.Strong Call to Action 2.Strategic Approach 3.Time Block the Campaign 4.“Home Base” for Content = YOUR WEBSITE 5.Repeat the Same Message, Many Times 6.Measure Results 1.Strong Call to Action 2.Strategic Approach 3.Time Block the Campaign 4.“Home Base” for Content = YOUR WEBSITE 5.Repeat the Same Message, Many Times 6.Measure Results 8

9. How much is TOO much of a good thing? Let’s talk Effective Frequency 9

10. Effective Frequency “The number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful.” 10

11. How Much is Too Much? A Person Needs to Hear/See a Message 7 Times to Take Action BUT...the Internet changed EVERYTHING  Effective Frequency on mobile for brand far higher than most expect: 20 to 25 re-targeted impacts to drive intent based on @ qriously study @ qriously A Person Needs to Hear/See a Message 7 Times to Take Action BUT...the Internet changed EVERYTHING  Effective Frequency on mobile for brand far higher than most expect: 20 to 25 re-targeted impacts to drive intent based on @ qriously study @ qriously 11

12. It’s Easy to Get to This Frequency Content: Local Nonprofit Starts New Program  Promo on Home Page  eNewsletter  Facebook x3  Twitter x5  Announce it at the next Volunteer Lunch/Board Meeting  Pitch to the Local Paper Frequency = 12 Content: Local Nonprofit Starts New Program  Promo on Home Page  eNewsletter  Facebook x3  Twitter x5  Announce it at the next Volunteer Lunch/Board Meeting  Pitch to the Local Paper Frequency = 12 12

13. Effective Frequency: 5 MILLION TIMES!

14. Communicating is HARD 14 TacticAverage Rate eNewsletter Open Rate25% Organic Reach of Facebook Post10% Paid Reach of a Facebook Post25% Direct Mail Response4.4% Engagement with Web Content5% Read a Whole Article/Blog Post31% Attend an Event30-50% Completion of a Survey – external10-15%

15. 15 people are not like elephants – they forget

16. GOAL: get 1 sassy comment about your content 16

17. Moves Like Jaggar Content for Your Content Marketing 17

18. Types of Content  Web Page  Blog Post  Photo  Video  Event  Micro Site  Web Page  Blog Post  Photo  Video  Event  Micro Site 18

19. Make It Work! Blog Post Social Facebook 2x Twitter 5x Pinterest 1x Instagram 1x Supporter Communications Newsletter Fundraising Donor Touch Annual Report Board Report 1 Blog Post = 12 Hits 19

20. Make It Work! Video Social Facebook 2x Twitter 5x Pinterest 1x Instagram 2x Supporter Communications Newsletter Volunteer Recruitment Introduction to the organization Fundraising Donor Touch Foundation Touch Gala/Fundraising Event Board Report Partner Communications Spread on their channels 1 Video = 18 Hits 20

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22. Measure!!!  Love Your Marketing Analytics Tools! They are your friends!  Google Analytics  Facebook Insights  Twitter Tools  eNewletter Analytics  Love Your Marketing Analytics Tools! They are your friends!  Google Analytics  Facebook Insights  Twitter Tools  eNewletter Analytics 22

23. Facebook Post Analytics 23

24. Google Page Analytics 24 FB Share 722 Reach 59 Likes FB Share 1,553 Reach 103 Likes eNews 13K Reach – 138 Clicks + FB Share 1,307 Reach - 106 Likes

25. Google Traffic Sources 25

26. Formula to Success Create content Plan where it can be distributed Implement + note rough patches Measure Results 26

27. 27 CASE STUDY: it worked for birds & it’ll work for you

28. Case Study: Audubon NC Bird Friendly Communities Increase number of individuals taking bird- friendly actions on a local level Nest Boxes for Nuthatches Point of Sale Fact Sheet Blog Posts Social Webpage Video Media Relations Annual Report Native Plants Brochures Web Page Blog Posts Social Video Grant Event Media Event Bird-Friendly Families Blog Posts Media Relations Lights Out North Carolina Web Page Blog Posts Partner Relations Media Relations 28

29. Case Study: Audubon NC Bird Friendly Communities It Worked!  960,000 impressions from 15 media placements  68,000 Facebook users reached from 60 BFC related posts  15,000 website views  7,000 nest boxes distributed in 2014  3,600 blog views  2,000 video views  600 e-news sign ups  Annual Survey included open comments about both Brown- headed Nuthatch and bird-friendly plants Total Impressions: 1,048,600 Total Actions: 7,600+ It Worked!  960,000 impressions from 15 media placements  68,000 Facebook users reached from 60 BFC related posts  15,000 website views  7,000 nest boxes distributed in 2014  3,600 blog views  2,000 video views  600 e-news sign ups  Annual Survey included open comments about both Brown- headed Nuthatch and bird-friendly plants Total Impressions: 1,048,600 Total Actions: 7,600+ 29

30. Now You Try  Use your worksheet to plan how you’ll promote 1 piece of content  Work with your table to identify other ways to get your content even further  Person with the furthest reach wins a prize!  Use your worksheet to plan how you’ll promote 1 piece of content  Work with your table to identify other ways to get your content even further  Person with the furthest reach wins a prize! 30

31. 31 Content: BC/DC Ideas Lands White House as Client! Social  Facebook ___x  Twitter ___x  Pinterest ___x  Instagram ___x  Other __________ ___x Supporter Communications  Newsletter ___x  Volunteer Recruitment ___x  Introduction to the organization ___x  Website ___x  Other __________ ___x Fundraising  Donor Touch ___x  Grant Funder Touch ___x  Fundraising Event ___x  Board Report ___x  Direct Mail ___x  Other __________ ___x Media Relations  Local ___x  State ___x  National ___x  International ___x  Bloggers ___x  Trade Pubs ___x  Other __________ ___x Partner Communications  Social share ___x  Include in thier eNews ___x  Add to thier website ___x  Other __________ ___x Content: BC/DC Ideas Lands White House as Client! Social  Facebook 5x  Twitter 10x  Pinterest ___x  Instagram 3x  Other __________ ___x Supporter Communications  Newsletter ___x  Volunteer Recruitment ___x  Introduction to the organization ___x  Website ___x  Other __________ ___x Fundraising  Donor Touch ___x  Grant Funder Touch ___x  Fundraising Event ___x  Board Report ___x  Direct Mail ___x  Other __________ ___x Media Relations  Local ___x  State ___x  National ___x  International ___x  Bloggers ___x  Trade Pubs ___x  Other __________ ___x Partner Communications  Social share ___x  Include in thier eNews ___x  Add to thier website ___x  Other __________ ___x Content: BC/DC Ideas Lands White House as Client! Social  Facebook 5x  Twitter 10x  Pinterest ___x  Instagram 3x  Other __________ ___x Supporter Communications  Newsletter 3x  Volunteer Recruitment ___x  Introduction to the organization 1x  Website 1x  Other – Pitch Decks 1x Fundraising  Donor Touch ___x  Grant Funder Touch ___x  Fundraising Event ___x  Board Report ___x  Direct Mail ___x  Other __________ ___x Media Relations  Local ___x  State ___x  National ___x  International ___x  Bloggers ___x  Trade Pubs ___x  Other __________ ___x Partner Communications  Social share ___x  Include in thier eNews ___x  Add to thier website ___x  Other __________ ___x Content: BC/DC Ideas Lands White House as Client! Social  Facebook 5x  Twitter 10x  Pinterest ___x  Instagram 3x  Other __________ ___x Supporter Communications  Newsletter 3x  Volunteer Recruitment ___x  Introduction to the organization 1x  Website 1x  Other – Pitch Decks 1x Fundraising  Donor Touch ___x  Grant Funder Touch ___x  Fundraising Event ___x  Board Report ___x  Direct Mail ___x  Other __________ ___x Media Relations  Local 2x  State 1x  National 3x  International ___x  Bloggers 3x  Trade Pubs 3x  Other __________ ___x Partner Communications  Social share ___x  Include in thier eNews ___x  Add to thier website ___x  Other __________ ___x 36 Hits!

32. Questions & Reflection 32 @bcdcideas