Tag Archives: marketing

Market Your Nonprofit like Movies

Yes, you read that right! Marketing your non-profit like movies are will take your fundraising to the next level. Movies make a ton of money every year across the globe. Hollywood alone makes net profit of over thirty billion dollars a year. Analyze how the last movie you saw was marketed to see if there are any ideas that will click with you. Your marketing initiative will, of course, depend on the size of your organization and your budget constraints but rest assured that this technique will bring you the ROI you’re looking for.

Besides the star power that boosts a movie’s success, marketing plays a huge role in putting the movie in the forefront of everyone’s mind. Below is a chronological step by step process of how movies are marketed and how you can be inspired by the techniques to market your non-profit organization.

1. Initial Teasers
For your non-profit organization, sending out a teaser in a newsletter and spreading it across your social media pages will create anticipation for what’s coming. The teaser can be text-based but if you want to go all out consider making a video teaser. Within this step, you can also publish a first-look type of image that features various aspects of the cause you’re supporting without any description.

2. Series of Trailers
Just like movies push out trailer one, two and so on, you can create a series of trailers for your marketing campaign that caters to varying demographics. This is your chance to entice people into supporting your fundraising campaign so give them all the reasons they should not only give donations but also inspire them to take it upon themselves to promote your campaign to their circles of influence.

3. Press Releases, Conferences & Interviews
This requires a lot of involvement from your team: your salesperson, public relations manager, social media coordinator but most importantly the individual that is the face of your marketing campaign. For the United Nations, stars like Angelina Jolie are selected to be brand ambassadors so that they can embody the values of the organization as well as promote the features of your product or service.

4. Commercials, billboards and social media ads
All three of the above mediums can display video ads which happens to be the most effective to grab people’s attention. Commercials are slightly different from trailers because they are usually more compact.

5. Movie premier
Movie premiers are big events with a lot of media hype, great food and an after party. Hollywood stars dress up in their most lavish outfits and have fun while celebrating the work they have completed. If you can have a great gathering for the launch of the cause you’re endorsing and invite the who’s who of your industry.

6. Post release marketing
This is a great time to gauge how the campaign was received by your audiences so put your team to work to create surveys, make phone calls and set up interviews with your supporters as well as the prospects that didn’t end up committing to your cause. Find out the hits, misses and the opportunities so you can take the lessons learned to your next campaign.

American Express on Content Marketing

“With 109.9 million cards in circulation and an estimated valuation of $18.3 billion dollars (according to Interbrand), American Express need never worry about where their next round of funding might come from. Why then, do they continue to set the gold standard for content marketing, hustling to create some of the most trusted, most genuinely useful advice for small business owners and entrepreneurs? Courtney Colwell, director of content marketing at American Express OPEN Forum, says that “It all stems from our mission of helping these businesses do more business. With our small business customers, their growth fuels ours. It’s a win-win if we can help them succeed.”

There are certain fundamental business truths Colwell and the American Express OPEN Forum team adhere to, which are applicable to businesses of any size, as well as startups and even sole proprietors. Whatever your headcount, whatever your industry, responding first and foremost to the needs and wants of customers is the best way of creating loyalty and encouraging growth. Here are some tips from my interview with Colwell.”

Read the full post here.

4 Ways Small Businesses Can Master Marketing

“We often hear from our customers that it had always been their dream to own a business – whether that’s opening their own store or starting their own restaurant. Like most entrepreneurs, the goal is to turn a passion into a career.

However, many people are held back by the fear that they won’t be able to manage their business successfully. It takes a leap of faith to open a new business, and it takes business savvy to keep it open. In a series of posts, I’ll explore common challenges small business owners face and how to solve it.

One of the first hurdles a small business owner faces is getting the word out about her new business. Or, if the business is established, growing the business and attracting new customers. At the heart of driving sales is marketing. For business owners without marketing experience, this can seem overwhelming. The good news is there is a lot a small business owner can do to market a business easily and efficiently.

1. Define your unique value proposition (UVP).
The first step in marketing a business effectively is understanding your capabilities and the white space your business is filling in your industry.”

Read the full post here.

5 Nonprofits With Successful Marketing Campaigns

“According to the Content Marketing Institute, “content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.”

Nonprofits try hard to plan online content to connect with the right audiences. This concept of creating content to engage with your audience is nothing new, but nowadays it is becoming more important to achieving online success.

While 92% of nonprofit professionals use content marketing, just a quarter of those professionals believe they are effective. They reportedly each use, on average, 11 different content marketing tactics, with in-person events, social media, online articles, electronic newsletters, and videos being the most common.

Here are eight nonprofit organizations with thriving content marketing campaigns:

1. March of Dimes

The March of Dimes has been around since 1938. Since then, they’ve helped to save thousands of babies.

There are so many inspirational and life-changing stories that the organization has made public to show how their organization truly makes a difference. In recent years, they chose to go to the Internet and begin content marketing so that people could follow the life of its 2012 national ambassador.

They used a multi-dimensional approach to content marketing: they began to blog, share the story on Facebook , create videos on YouTube, and share announcements on Twitter. This campaign helps to raise awareness and contributes to funding their mission.

By allowing the people they affected to share their stories online, the March of Dimes has created a content strategy that aligns with its mission: ensuring that every single baby gets a good and healthy start in life.”

Read the full post here.

10 Social Media Marketing Strategies

“Social media is crucial to the success of any company’s digital marketing strategy. Despite this, brands of all kinds and sizes are not using this tool to its full potential. Although the number of “follows”, “likes” and “shares” is still important, the credibility of a brand is distinguished by far more than just this. Today, social media requires a unique set of skills whereby brands need to fully understand the needs of their audience. To help you out, I’ve put together 10 social media strategies you need to implement this year, whether you are a young entrepreneur or a well-established brand.

1. Start using chatbots.
You may have already heard, but chatbots are in. This comes as no surprise as they are the one digital tool that can communicate and resolve problems for your customers without the potential need for any human interruption. In addition to the above, chatbots integrate with the platforms that consumers now feel most comfortable interacting through: social media. Platforms such as Chattypeople make integrating an AI-powered chatbot into your social media strategy easy. These tools allow you to create a chatbot that:

* Doesn’t require any coding knowledge.
* Can answer customer questions.
* Is able to take orders directly from Facebook Messenger and comments.
* Integrates with all the major payment systems.”

Read the full post here.

How Has Social Media Changed Marketing

The widespread availability of affordable internet and internet-capable handheld devices has not only changed how we engage with each personally but has also transformed the way business get to engage with their customers. In the day and age of the digital revolution, businesses can easily reach a global audience through its Facebook page or a viral tweet. Traditionally, customers could be reached through a television ad or a newspaper clipping. These options were far more expensive and required way more time and effort to push out content. That was partly because of the shortcomings of technology.

URstore is one such business that benefits from the tidal changes within marketing. While in the past we would have had to buy a section in a newspaper to reach an audience that would be too broad and not necessarily the demographics we would have wanted to target. But now, through the URstore blog, the Facebook page and the LinkedIn profile we are able to push out content whenever we want plus we get almost real-time response from our consumers. We are fortunate to be a unique organization in which our clients have a vested interest. This is a for a few reasons, one of them being the fact that we give a 10% kickback for all the sales that take place on your own custom clothing online store. Check out how to join this one-of-a-kind community on http://urstore.ca/start.

Following are three ways social media has changed marketing:

1. Social media creates accountability.
Whereas in the past customers had very little say in the workings of a product, today with social media online customer reviews have the ability to make or break a product or a service (and with it the business.) Businesses have no choice but to obey the wishes of its clientele. By the same token, having a loyal customer base can help grow your business by leaps and bounds through word of mouth. More reason why you should make customer satisfaction your numero uno priority!

2. Social media helps the small players stand out in the crowd.
Gillette may be a big brand but thanks to social media, the Dollar Shave Club was able to attract customers and make its mark in the giant pool of billion-dollar multinational companies. The start-up shot up to the top so much so that for weeks upon weeks it was not able to meet the demands of eager customers wanting to try out their products.

3. Social media is real-time engagement with customers.
In the first twenty-four hours of publishing a post on social media related a product or service your business offers, chances are you have reached dozens if not hundreds of potential customers. Your post may receive many impressions but some customers take the time to like your post, comment on it and even share it with their circle of friends. In contrast, traditional marketing was a monologue with no way of measuring who is even listening and no way for customers to respond with yay or nay.

13 Ways to Market Your Business Offline

“Q: I run a small business and need some marketing ideas that I can use offline to get people to visit my store.

A: I review dozens of business plans each year. In the marketing section, nearly all of these plans say “We are going to market our company through social media.” This is great, but many attractive customer groups do not spent a lot of time on their computers or smart phones. In addition, the jury is still out on how effective social media is in actually producing sales in some industries. Most of the successful companies I work with use a combination of online and effective offline marketing activities.

Here are some low-cost offline strategies that can significantly increase your sales:

1. Free publicity
Media sources are always looking for interesting stories – so why not yours? Contact your local newspapers, radio stations and television networks and provide interesting facts about you, your products and why you started your business.”

Read the full post here.

20 Marketing Ideas for Small Nonprofits

nonprofit marketing

“It’s no secret that smaller organizations have smaller fundraising budgets and fewer resources at their disposals than the larger organizations. But that doesn’t mean they should use that as an excuse in their fundraising.
There are many strategies smaller nonprofits can employ to get results that mirror or even top those of the big players in the sector. In their session, “20 Big Direct Marketing Ideas for Small Nonprofits,” at the 2012 Washington Nonprofit Conference, Eliza Temeles, senior account executive at MKDM; Jill Batcheller, membership manager at the Lincoln Center for the Performing Arts; and Alicia Toles, annual giving and donor data manager at Food and Friends, shared 20 direct-response fundraising strategies tailored to smaller organizations. Here are ideas 1-5.
1. Unbrand
Temeles said smaller organizations should try to send direct mail in unbranded outer envelopes. She shared an example from the Southern Environmental Law Center. It sent its appeal in a plain, yellow envelope with no logo or images. All that was on the OE were the recipient’s name and address, as we’ll as the return address — both in simple type. It had no branding at all and wasn’t anything special to look at, but Temeles said the piece had great results — and this technique is a good way to keep direct-mail costs down.”

2. Gang print
“One of the issues with smaller organizations is how expensive everything is,” Temeles said. “That’s why it’s important to carefully plan printing. See if you can print as many mailings as you can at the same time. It helps keep the cost per donor down.”

Read the full post here.

How Virtual Reality Will Change Marketing


Virtual reality is no longer some futuristic concept from a 90s movie with bad CGI effects. Every household may not be equipped with the technology just yet, but consumers are getting a taste of it at technology events and retail stores. People bought VR “goggles” by the thousands during the holiday season this year. By 2020, Forrester predicts that there will be 52 million units in circulation as consumers and businesses find different ways to put it to use.

For marketers, the growing availability of VR headsets means rethinking many of the campaigns used to win over customers. Consumers will grow accustomed to immersive brand experiences, requiring businesses to create campaigns that are more interactive. Here are a few ways virtual reality will change advertising and marketing in the next decade.

A focus on storytelling
Storytelling is already immensely popular in today’s competitive marketing landscape. Storytelling helps businesses connect with customers in a way traditional marketing can’t. People generally become interested in the story behind a business or its products and they purchase based on the connection that creates.

Read the full post here.

7 Tools That Will Change Nonprofit Marketing


Google for Nonprofits, a membership program for nonprofits based in the U.S. and U.K. (with country-specific programs), is looking to amplify its online engagement. Though it has eligibility requirements, once accepted, you have access to free versions of all Google products, including tutorials for each to help you get started (not too shabby, we know).
Organizations like Kiva, charity: water, BeatBullying, and UNICEF are part of the Google for Nonprofits community. Each of these groups has used Google’s tools to heighten their awareness, particularly through Google Ads, YouTube, and Google+, among other features.

We wanted to share the details of this free program with you so you can capitalize on these invaluable resources — seven of which are shared below — that can be game-changers for your organization’s online awareness and fundraising campaigns.

1) Google Apps for Nonprofits
Google Apps includes 30GB of storage on Gmail and Google Drive, a cloud-based document-sharing and creation tool. Your nonprofit also receives 24/7 support for any technical issues you may encounter with these features.

The benefits of the apps are substantial. For instance, if your team is disbursed in the field or operates in different countries, you can share and store information securely with Google Drive. Meanwhile, you can communicate online with people in various countries with Gmail and stay up-to-date on events with Google Calendar.”

Read the full post here.