Kris Jones, founder of Pepperjam (eBay), ReferLocal (Nimble Commerce), and LSEO.com provides a detailed account of available resources available through various digital marketing platforms, including Google, YouTube, Twitter, and Facebook. Learn about the Google Ads Grant Program, Twitter Ads for Good Campaign, the Facebook "Donate" Button and more. Original presentation was part of lecture at Wilkes University in Wilkes Barre, PA.

1. Digital Marketing for Non-Profits
By Kristopher B. Jones
Best-Selling Author and CEO of KBJ Capital

2. The Power of Digital Marketing
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

3. Overview
• The ALS Ice Bucket Challenge has raised over
$100 million; it all started with a YouTube video
• Google is the most visited destination on the Web
and provides non-profits with $10,000 to spend
on Google ads each month
• Non-profits can raise money through a “donate
now” button on Facebook; There are no fees.
• Twitter provides financial resources for non-profits
to grow followers and promote “tweets”
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

4. e
• Founded by three former PayPal employees in
February 2005; Acquired by Google in 2006
• 100 hours of new videos are uploaded to the
site every minute
• YouTube is the third most visited website on
the Internet, behind Google and Facebook
• Uploading / sharing videos on YouTube is FREE
• All non-profits need to leverage YouTube
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

5. G
• Founded at Stanford by “Larry and Sergey” as
part of a doctoral dissertation
• Controls 68% of the search-engine market
• Google is valued at nearly $400 Billion
• Makes most of its profits off pay per click ads
• I wrote a book on Google, which has sold
nearly 100,000 copies! Yes, I’m from the WB.
• Non-profits can take advantage of PPC or SEO
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

6. Two Types of Google Search Marketing:
- Google AdWords (Pay Per Click / PPC)
- Organic (FREE) Search (Search Engine Optimization / SEO)
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

7. Google AdWords: Pay-Per-Click
• Allows businesses to “pay per click” to appear
in Google’s sponsored listings.
• Ads are triggered by keywords (i.e. Wilkes
Barre Non-Profit) selected by the advertiser
• Advertisers only “pay” when a targeted user
clicks a keyword triggered ad.
• Non-Profits are eligible for FREE ads on
Google!
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

8. Google Ad Grants
• Google Ad Grants is the nonprofit edition of
AdWords - http://www.google.com/grants/
• Google Ad Grants empowers nonprofit
organizations, through $10,000 per month in
in-kind AdWords™ advertising, to promote
their missions and initiatives on Google search
result pages
• Non-profit agents should get Google AdWords
Certified - https://www.google.com/partners
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

9. FB
• Founded by Harvard dropout Mark Zuckerberg
• Over 1.3 billion active users globally
• Mission is to connect the world
• Valued over $200 Billion
• Americans spend more time on social media
than any other major Internet activity
• 60% of Facebook is consumed through mobile
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

10. Building a Non-Profit Audience on Facebook
• FB’s social currency is “likes”
• Post at least 2-3 times per day
• Share lots of personal stories of impact
• Photo posts get 39% more interaction
• Shorter posts get 23% more interaction
• Engagement rates on Thursday and Friday are
18% higher
• Question posts get 100% more comments
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

11. Facebook is (Sort of) Non-Profit Unfriendly
• Facebook only shows a given post to less than
15% of its intended audience
• To connect with a larger audience businesses
and non-profits must buy Facebook Ads
• Facebook does not currently offer a Facebook
Ad Grant program for Non-Profits. 
• Sign the Facebook Ad Grants Petition on
Change.org - http://www.change.org/p/facebook-save-nonprofits-from-being-silenced-with-facebookadgrants
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

12. Facebook "Donate" Button
• Facebook allows
nonprofits to add a
“Donate” button to
their FB Page.
• The Donate feature will
appear beside Posts in
News Feed shared by
participating nonprofits
and at the top of their
Facebook Pages.
Apply for a Facebook Donate Button at https://www.facebook.com/help/contact/585894954798346

13. Twitter
• Founded by a group of serial entrepreneurs,
including Jack Dorsey (Square)
• Twitter is an online social networking service
that enables users to send and read short 140-
character messages called "tweets.”
• Great vehicle for non-profits to push content
• Over 500 million users
• Valued at over $25 Billion
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

14. Building a Non-Profit Following on Twitter
• Twitter’s social currency is “follows”
• Great place to share stories of impact
• Post news releases, newspaper articles, and
related news and information
• Pictures are 36% of all shared links on Twitter.
Videos work great too!
• Use popular and trending hashtags (i.e.
#activism, #advocacy, #causes, #charity, etc.)
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

15. Twitter Ads: Two Types…chirp…chirp…chirp…
Promoted Accounts – Pay to
generate more followers
Promoted Tweets – Pay to
increase reach of Tweets
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

16. Twitter Ads for Good campaign
• Similar to the Google Grant program; Provides
free Twitter Advertising and “verified account”
status to eligible non-profits
• E-mail nonprofits@twitter.com to see if your non-profit
is eligible
• You can also direct message Twitter @nonprofits
• Check out the Twitter for Good Blog for updates
on Twitter’s commitment to non-profits:
https://blog.twitter.com/twitter-for-good
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

17. Summary
• YouTube, Google, Facebook, and Twitter are powerful
vehicles for non-profits to connect with donors and
beneficiaries
• Any non-profit can upload a video to YouTube for FREE
• Google offers up to $10,000 monthly in paid search ads
to non-profits
• Facebook offers the ability to raise money through the
Facebook page of a non-profit
• Twitter offers a “Twitter Ads for Good” program to
subsidize the cost of paid tweets and promoted
accounts
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

18. Tips for how YOU can help
• Self-educate – get certified on Google; learn
SEO and volunteer your expertise
• Show, don’t tell. Walk the non-profit through
the steps to get signed up to Google Ad
Grants, set-up the Facebook Donor button, etc
• Help non-profits tell their stories via the Web;
Brainstorm creative ideas for leveraging
Google, YouTube and others to raise
donations.
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com

19. Contact Kris:
- Follow me on Twitter -
http://twitter.com/krisjonescom
- Like me on Facebook -
http://www.facebook.com/kbjcapital
- Connect with me on LinkedIn – click here
- Connect with me on Google+ - click here
How is your business or non-profit doing online? Find out for FREE in less than 60 seconds at http://www.lseo.com