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.


  • 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”


  • 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


  • 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


  • 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.


  • 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


  • 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!