A Presentation by Steve Streicher (@SteveStreicher), Director of Marketing & Communications at New York Cares (www.newyorkcares.org), New York City's largest volunteer management organization. Tasked with discussing nonprofit communications in 45 minutes, this presentation gives a high level view of most nonprofits' online marketing and communications channels with an occasional deep dive into details with some resources, tips, and definitions.

1. Online Marketing and
Communications at Nonprofits:
A (Very!) Brief Overview
Steve Streicher
New York Cares, Inc.
9/23/14

2. First Steps
 Know your goals
 So….what are they?
 Know your audience?
 So….who are they?
Resource!!
Brandraising by Sarah Durham
www.bigducknyc.com

3. Brandraising
Source: www.bigducknyc.com

4. What’s next?
 Creating content – no small challenge
 Distributing content and extending its life
 Measuring its effectiveness
 Creating better content
Definition!!
From Wikipedia, content marketing is:
The technique of creating and distributing relevant and valuable content to
attract, acquire and engage a clearly defined target audience in order to drive
profitable customer action.

5. Helpful Hints to Creating
Content
 Think of your audience and what attracts them – and
remember, we’ve been content marketing our whole
life.
 Read the news!
 Check out what people are searching for
Resource!!
Google Trends
www.google.com/trends

6. Google Trends

7. Distribution
 Website
 Blog
 Email
 Social Media
Pro Tip!!
Don’t forgot to think about device.
MailChimp gives you free wireframing abilities and allows for viewing email
on a variety of devices. www.mailchimp.com.
Google Chrome also has this capability. Simply right click and “Inpsect
Element.” Then click on mobile phone icon and select device.

8. Website
 Use a CMS (probably)
 Responsive design (if possible)
 Make sure you set conversion goals
Resources!!
Responsive design frameworks are getting easier to implement.
Bootstrap, created by the guys at Twitter, is about as easy as it gets.
www.getbootstrap.com.
For CMS, Wordpress and Drupal, which are free by the way, have easy-to-implement
responsive themes.

9. Blog
 Make sure this is interesting to someone
 Should have the human element and should follow the
merits of good storytelling
 Or make sure it advances your SEO/SEM efforts
Definition
SEO is search engine optimization – the process of affecting the visibility of a
website or a web page in a search engine's "natural" or un-paid ("organic")
search results.
SEM is search engine marketing – a form of Internet marketing that involves
the promotion of websites by increasing their visibility in search engine results
pages through optimization and advertising --- Google Adwords

10. SEO
A few excellent places to get
started:
Moz.com – or specifically their
learning page
(http://moz.com/learn/seo). There’s
also a free 30-day trial.
Whole Whale – a fantastic blog post
about the basics:
http://wholewhale.com/seo-success-small-
nonprofits/.

11. Email
 MUST consider mobile
Source: EmailMonday.com

12. Email
 Be ready for diminishing returns
 Open rates are declining and declining
 Think segment and interest as much as possible. Do
not blast your lists.
Resources!!
MailChimp – free email for up to 2000 subscribers
Constant Contact – good nonprofit pricing and should always ask for it for
free
Vertical Response – can send even more if you are a nonprofit (10K range),
but there is a charge per email above their limit.

13. Social
 No silver bullet; you will have to put in the time.
Source: David Mihm, SEOmoz.com

14. Social
 Goals are outrageously important with social. What do
you want people to do?
 What are your goals?
 Donations, sign ups, volunteers, awareness, advocacy?
 Impressions, clicks, likes, shares?
Tip
On social, make sure to send people to landing pages….always! What are
landing pages? They are pages meant to convert.

15. Measurement
 You’ve gotta see if people are doing what you want
them to do, right? If you have goals and the
conversions down, then there are a lot of tools to work
with.
 Google Analytics – web traffic
 Optimizely – landing pages
 Hootsuite, Sumall, Followerwonk – social media

16. And the full graphic…

17. Questions?
 Ask me anything!