Presented during the Cagayan de Oro leg of TechCamp Philippines last March 2018. This was for youth leaders supporting various organizations and causes.

1. DIGITAL MARKETING
AND BRANDING
FOR NONPROFITS
Lovette Jam P. Jacosalem
TechCamp CDO | 03.10, 2018

2. HELLO!
About Me
▪ Founder, Iligan Bloggers Society, Inc.
▪ Blogger, LovetteJam.com & TravelJams.com
▪ Digital Media Professional (since 2010), Digital Marketing Strategist /
Social Media Manager / Content Writer
▪ Certified Inbound Marketer (Hubspot)
▪ Facebook Ads Specialist (Udemy)
▪ Masters in Business Management (MSU-IIT)
▪ Currently taking the Social Media Marketing Specialization course, Northwestern University, Illinois
(Coursera)

3. TOPIC OUTLINE
Part 1: Digital Marketing
❑ What is digital marketing?
❑ Why should you care?
❑ How to get started
Part 2: Branding
❑ What is branding
❑ Why you need a strong brand
❑ How to build a brand

4. DIGITAL MARKETING
What, Why, & How

5. WHAT IS DIGITAL MARKETING?
1
Definition, Scope, & Channels

6. Digital marketing is the marketing of products or services using
digital channels to reach consumers, mainly on the Internet, but
also including mobile phones, display advertising,
and any other digital medium.
The key objective is to promote brands through
various forms of digital media.
- Financial Times
“What is Digital Marketing?

7. Scope
I am Jayden Smith

8. Channels
• Website
• Search Engine Optimization
• Social Media Marketing
• Content Marketing
• Email Marketing
• Affiliate Marketing
• Display Advertising

9. WEBSITE
Why have a website?
• introduces your organization/campaign/cause and provides a place to tell your
story
• sell your products/services
• connecting point for your organization
• share pictures and videos
• keep a blog (news, updates, tips, etc.)
• gets you listed on search engines

10. WEBSITE
Best Practices
• Pages: About, Contact, Projects/ Products/Services, Testimonials, Blog
• consistent with offline and online brand image
• responsive - cater to huge mobile and tablet audience
• regular updates and upgrades
• with a clear call-to-action

11. SEARCH MARKETING
Search Marketing
• drive traffic to your website
• acquire new partners and volunteers / increase
donations

12. SEARCH MARKETING
Best Practices
• Have a search marketing strategy
• Thorough keyword research
(think like a searcher)
• Regularly track results
• Pay attention to geo-targeting

13. BLOGS
Blog
• It helps drive more traffic and leads back to
your website
• Creates fresh content and more web pages,
which is great for SEO
• Share expertise & position brand as industry
leader
• Create content for sharing to social media

14. BLOGS
Best Practices
• Consistent publishing
• Variety of content
• Strong blog titles (SEO)
• Keyword optimized posts
• Visually pleasing
• Shared across social channels
• Respond to blog comments

15. SOCIAL MEDIA MARKETING
Why do social media marketing?
• Expand your network to acquire new partners/volunteers/donations
• Build brand awareness through extended reach
• Interact with your stakeholders
• Gain audience insight
• Build your influence

16. SOCIAL MEDIA MARKETING
Best Practices
• Have a social media marketing strategy
• Optimize your page
• Regularly share content (own content & other
content)
• Converse with people
• Monitor what people say

17. CONTENT MARKETING
Why use content marketing?
• Increase brand awareness
• Build or reposition your brand
• Engage stakeholders long-term
• Retain stakeholders
• Ability to integrate channels

19. CONTENT MARKETING
Best Practices (Content Marketing)
• Know what your audience want
• Deliver value at every interaction (without
talking about yourself)
• Avoid hard selling. Sell subtly.
• Leverage multiple content format &
distribution channels.
• Leverage user-generated content to
engage & reward users

20. EMAIL MARKETING
Why do email marketing?
• Can send one piece of content to thousands of people and still have some level of
personalization
• Indefinite life span of your message
• Reduced time, effort, and overhead cost


21. WHY DO ONLINE MARKETING?
Understanding the need and purpose of digital marketing
2

22. Digital Marketing
is more popular than ever.
Reason #1

24. Source: Internet World Stats, We are Social SG

25. Online Media is not a fad.
It’s a fundamental shift in the
way we communicate.

26. Digital Marketing
is more cost-effective than
Traditional Marketing.
3Reason #2

27. Digital Marketing
levels the online playing field.
Reason #3

28. HOW TO GET STARTED
Getting Started with Digital Strategy
3

29. Set a Strategy:
• what you want to do
• how you’re going to do it
• what you expect to happen
• when and how you’ll measure your
success

30. Step 1. Set a measurable goal.
Step 2. Know your audience.
Step 3. Know your brand.
Step 4. Plan your campaign.
Step 5. Measure your results.

31. Step 1. Set a measurable goal.
What do you want?
• Brand awareness
• Acquisition or lead generation
• Growth from existing network

33. Step 2. Get to know your audience.
Create your target persona.
• Think about who your audience are
• Take each of those and create a character from
each.
• Give him or her a name, a photo, a personality
and a few favorite things.

34. 2

35. Step 3. Know your brand.
Your brand is how and why people choose
you over other nonprofits.
• What do you stand for?
• What are your strongest character traits?
• How does that translate into your presence -
from images to language?

36. Step 4. Plan.
Determine the appropriate marketing
tactics to use for your nonprofit.
• Channels / Platforms
• DIY/Hire Social Media Marketer
• Budget
• Activities
• Hashtags
• etc

37. Step 5. Measure your results
Track your progress.
• Page views
• Views on video
• Engagement (likes, comments, shares)
• Clicks to your website
• Leads
• Number of volunteers
• Total donations

38. Step 1. Set a measurable goal.
Step 2. Know your audience.
Step 3. Know your brand.
Step 4. Develop a plan.
Step 5. Measure your results.
Summary:

40. BRANDING
What, Why, & How

41. WHAT IS BRANDING?
1

42. Branding is all about how your organization is perceived.
Simply put, a brand is you—it’s not a logo, poster or a video. A brand is the
way people feel about you, what they talk about when you come up in
conversation and your overall reputation.
“Your brand is what other people say about you when you're not in the
room.”
- Jeff Bezos, Founder of Amazon.com

43. Marketing
• Tactical
• Says what you do
• Pushes your audience
• Looked at from the viewpoint of
the customer
Branding
• Strategic
• Tells your story
• Pulls your audience
• Creates a point of difference

44. WHY DO YOU NEED A
STRONG BRAND?
2

45. Reason #1
Mindful branding keeps your nonprofit in control of its
image.
Actively managing your image through branding will affect whether or not
others interact positively with your organization.

46. Reason #2
Keep competing nonprofits at bay by differentiating
yourself through branding.
Tell a story through nonprofit branding to connect with potential
supporters and prospective donors.

47. Reason #3
Expand Your Network of Support
Attract wider audiences through your nonprofit’s branding efforts.

48. HOW DO YOU BUILD
A STRONG BRAND?
3

49. A brand is more than a name or a logo.
A brand is a PROMISE.

50. Elements of a Brand

51. A well-defined brand:
• distinguishes yourself from the crowd
• serves as a unifying factor
• offers a point of credibility

52. “Great brands inspire
with their beliefs not
with their products and
services.”

53. WHY? WHAT? HOW?
Why do you exist?
This question is often best
answered by considering
what problem in the world
is your nonprofit solving,
and why can you can solve
this problem more credibly
than any other.
What is the benefit to
your community,
volunteers, staff, and
stakeholders, and how
would this make them
feel?
This helps define brand
personality and symbolism,
and other key attributes of
the brand.
How does the brand
deliver on the promise?
Building on the brand’s
core strengths, consider
what products and services
match the business’ core
competencies.

54. Defining a brand involves:
• knowing why you matter
• being clear about what it is you do
• determining how you are different
• understanding the emotional connection

55. HOW TO BRAND YOUR NONPROFIT:
1. Clearly define your brand.
2. Establish your voice and tone.
3. Stand for something.
4. Build your community.
5. Communicate brand expertise.
6. Deliver value.
7. Link delivery to overall experience.
8. Show loyalty to partners, stakeholders, volunteers, staff, etc.
9. Repeat.
What
you do
How the
people feel
about you

57. You can find me at
fb.com/lovettejam
@lovettejam
lovettejam@iliganbloggers.org
slideshare.net/lovettejam
THANKS!
Any questions?

58. REFERENCES
• “Definition of digital marketing”. Financial Times.
• “Digital Marketing Landscape over 7 years”. ChiefMartec.com
• “12 Reasons Why Digital Marketing Can Help you Grow Your Business.” Digital Marketing Philippines.
• “Global Digital Statshot Q3 2017”. We Are Social Singapore
• “Digital Marketing vs Traditional Marketing”. Digital Doughnut.
• “Introduction to Digital Marketing for Small Business”. Digital Pollinators.
• “Your Content Strategy: Defining Paid, Owned and Earned Media”. Hootsuite Blog.
• “Branding”. Entrepreneur.
• “The Why, What, and How of Branding”. Inspector Insight.
• “Branding for Small Business and Beyond”. Brandarchist.
• Slides Template: http://www.slidescarnival.com/
• Images: https://pixabay.com/