The channels nonprofit organizations can use to engage their various audiences continue to proliferate…which is both a blessing and a curse. This session will deliver practical, actionable advice on how to build a team and a program that can achieve your goals, while working within your organization’s resource realities.

1. Sponsored by:A Service
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When the Traditional Communications Office
is No Longer Enough
Michele Levy
May 1, 2013
Twitter Hashtag - #npweb

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5/7 Inbound Marketing: The Latest Techniques
5/8 The Three Languages of Appreciation
5/8 Managing Fundraisers; for the Non Fundraising Executive
5/14 Managing Major Gifts Using Moves Management
5/15 Effective Strategic Planning part 3: Measure, Monitor, Report
5/15 Facebook for Executive Staff
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4. Sponsored by:A Service
Of:
When the Traditional Communications Office
is No Longer Enough
Michele Levy
May 1, 2013

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Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
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INTEGRATED PLANNING

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Affordable collaborative data
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Today’s Speaker
Michele Levy
Chief Marketing Officer
Walnut Hill School for the Arts
Assisting with chat questions:
Jamie Maloney, Nonprofit Webinars
Hosting:
Sam Frank, Synthesis Partnership

8. When the Traditional
Communications Office
Is No Longer Enough
Michele Levy
Chief Marketing Officer
Walnut Hill School for the Arts
January 2013

9. • What’s the new context?
• What’s the difference?
• What’s the required skill set?

10. First, some context
• How many people in your organization are full
time dedicated to marketing communications?
• Where does it live?
• And…how many people have a marketing role
in addition to their “regular” jobs?

11. Multichannel engagement…
a blessing and a curse

12. The marketer’s dilemma
How can I build a team
that will help achieve
my organization’s goals,
while working within my organization’s
resource realities?*
*without making myself insane?

13. An evolving role
Communications
Department

14. An evolving role
Integrated
Marketing
Communications
Team

15. What does that mean???

16. It’s not just about
PR and publications
any more…

18. Required: a broader skill set
• Great writer (still), but across a broader range of media
(writing for an annual report ≠ writing for the web ≠ writing for
online newsletters ≠ writing for social media)
• Prolific content generator/repurposer (written, video, photo,
audio)
• Marketing generalist (traditional + new channels)
• Proactive communicator and connector
• Strategic counsel, broad perspective
• Rockstar project manager
• Stickler for quality and brand consistency
• Metrics driven
• Up to date on best practices and emerging tools/channels

19. The ideal combination?
“Big picture thinking”
meets
“roll up your sleeves doing”

20. The special sauce
“Sprinkled among every walk of life…
are a handful of people with a
truly extraordinary knack of
making friends and acquaintances.
They are Connectors.”
- Malcolm Gladwell, The Tipping Point

21. A good marketer makes it everyone’s job
Educate
Equip
Reward
Communicate
Repeat

22. Ultimately creating brand ambassadors
• Be visible
• Be open
• Be consistent
• Be persistent

23. Start (and stay) grounded
• Know your goals (strategic plan)
• Know your audience (research)
• Know your most effective channels (best
practices, trends and metrics)

24. Let’s face it…
• You can’t do everything
• You can’t reach everyone
• You can’t possibly make effective use of
every single channel available

26. Who are you talking to?
Who are you talking to?

28. Case study: Alumni research

29. A little background
• Recruited 26 participants
• Three-day, online survey
• Moderated by an alum
• Three types of questions:
– Experience as a student
– Experience as an alum
– Our methods of communication, messaging and branding

30. Which channels are most
effective?
What are their perceptions?
What messaging resonates?

31. Alumni
Families
Prospects
Donors

33. Tailored for the alumni audience

34. Engaging
alums, current
students and
their families
in an ongoing
dialogue.
Next
up…prospects
!

35. Guiding principles
• How else can I use this asset?
• How can I save money while maintaining
high quality standards?
• How will I track results?
• What will I do differently next time based
on results?

36. Development
Memberservices
Education
Volunteermanagement
Events
But most important…

38. “You can’t
manage
what you
don’t
measure.”

39. Demonstrate how you can cut costs,
increase quality, build impact
Viewbook
Viewbook + family guide + envelopes
Behind Stowe
38%
23%
54%

40. Data drives decisions
VS
Facebook delivers lower CPC (36¢ vs 29¢)
But Google wins on CTR (1.36% to zero)

41. Questions?
Comments?
Lessons learned?
Challenges?

42. Want more?
Available for
pre-order on
Amazon.com

43. Sponsored by:A Service
Of:
Upcoming Webinars
Dates Topic
5/7 Inbound Marketing: The Latest Techniques
5/8 The Three Languages of Appreciation
5/8 Managing Fundraisers; for the Non Fundraising Executive
5/14 Managing Major Gifts Using Moves Management
5/15 Effective Strategic Planning part 3: Measure, Monitor, Report
5/15 Facebook for Executive Staff
Register at NonprofitWebinars.com

44. Sponsored by:A Service
Of:
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