Earlier today I lectured on the topic of “Digital Marketing for Non-Profits” at Wilkes University.

Here’s a copy of my presentation. Note that the video on slide two doesn’t appear to work on Slideshare so you can watch it here – http://www.youtube.com/watch?v=h07OT8p8Oik

I spend most of my personal time coaching and advising start-ups like LSEO.com, French Girls App, LavCup.com, VigLink.com, Internet Marketing Ninjas, ReferLocal Classifieds, ReferLocal Deals, and ReferLocal Business Pages.

Like most start-ups, non-profits tend to lack resources – money and people.

My presentation required me to peel a few layers deeper than a traditional for profit business and discover (and learn more about) programs that exist to help non-profits to succeed with digital marketing.

Here’s a written snapshot of my presentation. Feel free to ask questions in comments.

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”

YouTube-logo-full_color

  • 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

new-google-logo-official

  • 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

UGG Australia Boots

(Image above) Two Types of Google Search Marketing:

-Google AdWords (Pay Per Click / PPC)

-Organic (FREE) Search (Search Engine Optimization / SEO)

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!

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 – http://www.google.com/partners

Facebooklogo

  • 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

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

Facebook is (Sort of) Non-Profit Unfriendly

Facebook “Donate” Button

Facebook Donate Button

 

  • (See image above for reference)
  • 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.

twitter-logo

  • 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

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.)

Twitter Ads – Two Types:

Promoted Accounts – Pay to generate more followers

Screen Shot 2014-11-03 at 1.14.11 PM

Promoted Tweets – Pay to increase reach of Tweets

Screen Shot 2014-11-03 at 1.14.24 PM

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: http://blog.twitter.com/twitter-for-good

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

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.

Questions? Please ask below.

If you are a business or non-profit looking to grow your business with digital marketing we’ve created 10 questions to help you get started for FREE. Answer your customized questions here.

Thanks you and God bless!

Kris