You may be getting a lot of new site visitors, but are they signing up for your newsletter, an upcoming event or even donating to your latest campaign?
Creating an effective and directive call-to-action is the key to converting site visitors to more engaged community members.
Lead visitors to take the next step with your organization through a high-value offer. Think about each of your target audiences and what would really spur them to action. Appeal to what brought them to your website in the first place.
As a nonprofit, you're offering to help people make a difference alongside you. That's a big deal! Whether you want to direct visitors toward a donation page or a volunteer form, toward a newsletter signup or an event RSVP, you're going to leverage the same key elements each time:
An attention-grabbing header (sometimes accompanied by a brief, straightforward explanation)
A visually striking call-to-action (CTA)
Take Habitat for Humanity, for example. Their homepage leads with an emotional appeal, asking visitors to donate to hurricane recovery. The use of imagery reinforces the need, and its offset by a bold, contrasting box. The verbiage is action-oriented and straightforward.
Another great example is the ACLU. Midway through their "DACA Is Ending. But the Movement Is Not." blog post, a bright red box links the content (legislation affecting immigrants) with the offer (fighting for immigrants' rights). This tailored approach is seen throughout their site and is an effective means of targeting.
Did you notice something else these two had in common? An implied urgency. They don't ask you to consider making a donation; they urge you to donate now! The need is real, the world is turning. If you don't help, who will?
A few more examples of effective, verb-laden CTAs:
Join the fight!
Make a difference in 2017!
Remember, the most important thing is that you cater to your audience and what will help them take the next step—whatever that may be. If you know a page will attract people at two different stages in the decision-making process, it's okay to tier your offers.
Look at Contra Costa College:
Some prospective students may be ready to apply, but others may just be starting their research. By incorporating two CTAs, the college accommodates both audiences at once.
Donor retention is a critical part of growing your nonprofit’s mission. Using a drip email welcome series is a great way to start a relationship with new constituents that hopefully lead to a long-term relationship.
According to research, donor retention is declining across the nonprofit sector. So, starting off on the right foot with new donors is critical to building that long-term engagement.
New donor welcome series have also become easier with the advent of drip email marketing, also known as marketing automation. Email providers like MailChimp, ConstantContact, ActiveCampaign, Pardot and more are readily available to nonprofits, and make setting up a welcome series quick and easy.
What is a Drip Email Campaign?
Drip email campaigns are an automated way to send out emails to a user based on around a schedule and a behavior that triggers the series.
For the purpose of this post, the example is a new donor to your organization. When they first give a gift it would trigger the email welcome series.
An email welcome series is typically 3 to 4 emails sent about a week apart. The goal is to reinforce the decision that the donor made to support your mission. Then lead them down a pathway towards further engagement.
Do NOT ask them for more money. This will give the impression that’s all you care about.
Why is Marketing Automation Critical to Your Drip Email Campaign?
As we all know, nonprofit staff are constantly wearing a million different hats. Because marketing automation is automated, it reduces the staff time needed to manually engage constituents.
Simply put, it builds capacity at your organization, while also building relationships.
Sounds good, right?
Example Welcome Series
Your email drip campaign should always be personalized. So, make sure that you are using merged data to address the new donor personally.
As we mentioned above, the campaign should be 3 to 4 emails long, and you can send each email about a week a part.
Email #1: Thank You There’s no better way to start a relationship than thanking someone. Immediately after a donation is made, send a thank you note to the donor.
The note should reinforce their decision to donate to your organization. Talk about the values or your organization, and how you are making an impact.
This is also a good time to talk about your organizational goals. Demonstrate that you have a big vision and a plan to get there.
Think about more than just a written email. Try a video message from your executive director, or a video that captures your organization’s mission and vision.
Email #2: Impact Story Storytelling is a great way to show organizational impact.
This email could include a compelling image from the impact story, a teaser about the story, and a quote.
Use video to tell a story
Use infographics to illustrate the problem your mission solves and the impact your work has on it
Email #3: Small Engagement Ask
At this point, the new donor should feel connected to your mission and values.
It’s time to make the first ask. Not money, but offer them a way to engage with you further. For example:
Sign-up for your newsletter
Follow you on social
Listen to a podcast or recorded webinar
Read a publication or resource
Don’t forget to be specific about the value this step will bring to them. Why is the newsletter valuable to them. For example, first to receive volunteer opportunities, or access to publications/resources.
Email #4: Add Value Relationships should be a two-way street. This is no different with constituents.
Send an email about resources or publications that could be helpful to the donor. Perhaps offer special access to a volunteer opportunity.
The bottom line is, help the donor realize that your organization can add value to their lives and experience. Do something nice for them.
Email #5: Larger Engagement Ask (Not Money!)
Take the next step and ask the donor to enage in a larger capacity. Some ideas:
Site tour - give them a guided tour
Volunteer opportunity - ask them to volunteer at a certain date
Join an event
Take Your Drip Campaign Further
Here are some tips to help to improve your drip campaigns:
A/B test your email content - testing your emails will allow you to tweak the content to get better and better over time. Compare email subject lines, deliver dates/times, actual email content, imagery, etc.
Use Landing Pages - landing pages help increase conversion rates when you are asking users to take an action. Services like Unbounce, LeadPages and Instapage make this process extremely easy.
Segment Users by Action/Interest - many marketing automation systems will allow you to track user interests by the types of links they click on. Use this information to further engage the donor based on their interests.
Link Drip Campaigns - when a donor finishes one drip campaign, start them through another automation sequence based on the behaviors that the donor has taken during the welcome series.
Generating a marketing plan for a nonprofit is a daunting task, to say the least. Content strategy is an easy process that will help you figure out who you are marketing to, and how to talk with them in a way that motivates them to take action.
Our 2016/17 brandUP Awardee is Root & Rebound, an amazing organization that helps guide reentry for formerly incarcerated people and their families. They recently launched an online training hub, which needed an effective marketing strategy to build awareness for this incredible new tool.
Since Root & Rebound already has exceptional branding, we focused this project on helping them create a build a strong and holistic content strategy that would serve as a foundation for the marketing communications going forward.
We’ll break the process into simple steps below.
What is content strategy?
Put simply, content strategy is a way that you organize content and messaging across your marketing channels to appeal to specific audiences, supporters or potential supporters. By analyzing your audiences, you can create compelling content that will motivate them to take some kind of action.
I began my career as a teacher and school administrator, so that informs the way we approach content strategy to a large degree.
As a whole, Rootid’s approach to Communications is more about helping our clients authentically educate their stakeholders and constituents, rather than advertise to them.
“ ... a tendency to optimize for reactions, leading to a world of content candy stores, rather than informational organic produce.” - Jon Crowley
Effective content strategy is not just defining your audiences and how you are going to ‘tell them stuff,’ it is thinking more holistically—taking into consideration who they are, what they like to do, what they want from you and then, finally, what you want from them.
A strong content strategy puts the core values of your organization at the center and then pairs them with the needs of your stakeholders and constituents.
So what is the process for developing content strategy? We break it down into steps below.
Identify Your Audiences
When starting a content strategy project with clients, we begin by asking them to identify all of the types of people their organization interacts with. By defining those people and considering their worldviews, personalities and lives (what they like to do in their free time, what they value, etc.) we are then able to group them by similarities.
Build Your Personas
Persona is just a fancy way to say you are grouping your audience members by what motivates them and then creating a ‘faux’ person/profile to represent those wants and needs. Once you know who your personas are, you can start building scenarios of how best to introduce, educate and inspire.
For Root & Rebound, we found the audiences who would be using, talking and supporting their online training hub fell into three categories/personas, which we named: ‘Motivated Second Chancers & Their Loved Ones,’ ‘Community Connectors,’ and ‘Inspired Contributors.’ Each of these groups would approach their Reentry Training Hub in a unique way, so they would need to be addressed accordingly.
Remember, a good content strategy is about connecting the needs of your audience with your core values. Just like establishing a new friendship, it can not be about an agenda, but rather a relationship.
Defining a User Journey
Once you know who your personas are, give them names and personalities so you can interact with them as real people—individuals with hopes, dreams, motivations and needs of their own. The journey is how you guide one such person from unaware of your organization to a loyal brand advocate.
For example, we named Root & Rebound’s ‘Community Connector’ persona Marco and laid out an example journey that a person like him might experience:
Marco is a social worker in Los Angeles at a large anti-poverty nonprofit. His low-income clients (many of whom have records) are looking for access to basic needs, including housing, healthcare, and employment. He is 4 years into his career and is both passionate and excited to help his clients in any way he can. Marco is frustrated/limited by the traditional approach of his work—he sees patterns and cycles in reentry and reincarceration, so he’s is looking for creative ways to support and energize his clients.
Marco is a member of Los Angeles Reentry Regional Partnership and one day through the listserv, he heard that a group called R&R was coming down to deliver a day training on reentry legal barriers to support practitioners and personally impacted people. Marco attends the training, learns about the reentry training hub and begins using it to quickly find specific information for his clients every day. He orders wallet cards and postcards to have in his office so he can easily share them with clients and colleagues. He also follows R&R on social media, sharing posts about various topics to help educate his friends and family.
Write Your Stories
Now that we know who our personas are, what motivates them and how they learn about our organization, we develop content that would interest them at the various stages of their journeys. For example, an article that Marco might want to read when he first learns about Root & Rebound will often be different than what he will share with friends, family and colleagues once he knows R&R is a thought-leader and trusted resource.
Build Your Assets
As mentioned above, Marcos requested wallet cards and postcards from R&R. He also started sharing articles on social media with friends and family. (These assets need to be created, but now we know they are grounded in a thoughtful and authentic strategy rather than a ‘build it and they will come’ approach.)
Building out personas for your donors? Make sure your website is optimized to generate the most donations possible. Download our guide!
Let's face it—writing content for nonprofit websites can be difficult. We all know the feeling of staring at a blank page and trying to develop compelling content.
Unfortunately, research shows that great content for your online marketing efforts is critical to higher conversion rates and engaging user experiences that lead to higher donations, volunteer signups and conversions for the nonprofit.
So, how can you write consistently effective content for your nonprofit website? Start by asking yourself these two questions:
What are the two things we want users to do on this page?
What are the top three things we want users to take away from reading this page?
Once you have those answers down, try incorporating these nine tips into your writing routine:
It’s important to include keywords in your page title and sub-headings.
Don’t use so many keywords that it’s not human-readable. It’s more important to provide users a great experience than cram your page with keywords.
8. Include Easy Ways to Get in Contact with You
Solicit feedback from users in a contact form, blog comments, etc.
9. Use Text Color Formatting Sparingly
Don’t use crazy colors everywhere.
Heed this common design saying: “When everything on the screen screams, nothing is heard.” - Some Smart Designer
And there you have it! Go use your newfound content-writing skills to change the world. No pressure.
In addition to compelling content, there are a lot of important factors that make your website effective. Download our website checklist to find out the critical steps to increase your site traffic, donations, and website leads.
We don’t talk much about food and drink on Rootid’s blog, but when you’re getting ready for a 3 day trip to New Orleans for the NTEN conference, you have to plan accordingly.
If you’ve been to New Orleans, you know that the Crescent City has some of the best music, cuisine and bars in the world. If you haven’t been there before, and you’re planning a trip, then you’re in for a treat!
I’ve been fortunate enough to visit on several occasions for conferences, and have put together this list of amazing local eats, cafes and bars.
If you’re going for a conference, then you’re likely going to be located near the conference center. This list is curated to ensure that you can easily access these spots within a 20-30 minute walk depending on where you are staying.
A Map of Our Favorites
You can’t leave New Orleans without heading over to Cochon Butcher. Butcher, as it’s commonly referred to, is connected to the world renowned Cochon restaurant, run by James Beard award-winning chefs Donald Link and Stephen Stryjewski.
The menu is a take on an old world butcher with a cajun flair. Items range from a the muffaletta (my favorite) to the hot boudin. All the meats are smoked or cured in-house. They also have a great selection of beer and wine. I also love their homemade pickles!
Butcher is a perfect place for a quick conference escape since it’s is within a short walk of the convention center.
If there’s no other place you make it to, go here.
Willie Mae's Scotch House
Nothing says soul food like fried chicken. Wilie Mae’s Scotch House holds the Food Network and Travel channels title belt for the best fried chicken, so don’t miss out on this one.
This New Orleans gem is run by 3rd generation Seaton family members, and they still use the original recipes. If you don’t want fried chicken, there are a wide variety of other soul food classics to choose from.
Just make sure you get here early. A line starts to form before the restaurant opens, so if you don’t plan accordingly, you might miss your next conference session (it would be worth it if you did).
Johnny's Po-Boys doesn’t look like much from the outside, but what they’re cooking inside might change your life.
Johnny's is the oldest family-owned restaurant in New Orleans. You can smell the love when you walk in the door. It features classic southern cooking in a red plaid plastic tablecloth setting.
The menu is large, so you can come back over and over if you want to try different features like alligator sausage po-boy, crawfish po-boy, or an oyster po-boy… oh yeah they do have other incredible dishes that aren’t po-boys too.
Nothing says New Orleans quite like a freshly fried beignet with a pile of powdered sugar on top. Hey, I never said eating in New Orleans was healthy!
Although most people are familiar with the world-famous Cafe du Monde, I prefer the more reserved Cafe Beignet located in the French Quarter. It feels more like a neighborhood cafe with a quieter atmosphere, and fewer tourists hawking over you while they wait to steal your table as soon as you take your last bite.
This isn’t that close to the conference center, but it's worth the trip. Plan an early morning planned to make sure you get your fill of this classic. Order your beignet with a cappuccino for the full experience.
The Courtyard Brewery
If you like beer, then don’t miss out on this funky little spot close to the conference center. When you arrive, you might think you’re lost. The brewery looks like a little shipping container plopped down on a vacant lot. It actually might be....
Despite its appearance, The Courtyard Brewery is quickly becoming one of the places for beer geeks to frequent with its wide variety of brews. In addition to serving beers they brew on location, Courtyard has a great list of other breweries from across the country.
Stop by and have a few in their outdoor “courtyard” with friends or soon-to-be-friends.
The Rusty Nail
An urban oasis that was carved out of a rough looking building, the Rusty Nail sports a beautiful outdoor patio that is perfect for those warm New Orleans evenings. It’s located close to the convention center, so you can take the edge off after a day of sitting in seminars.
Their drink list features a number of classic cocktails with a twist, or enjoy one of their several beers on tap. They always have a good line up and can provide something for everyone no matter your preference.
The Spotted Cat
Of course, you can’t have a Best of New Orleans list without mentioning music. There are literally hundreds of places to choose from when it comes to live music in New Orleans. I’ve been to many of them, but for some reason, I always like the Spotted Cat - the quintessential New Orleans Jazz club.
For some reason I have a soft spot in my heart for The Cat. Perhaps it is because it's one of the first places I visited my first time in New Orleans.
Are there better venues? Yes. However, The Spotted Cat always has a great atmosphere, and a small enough space where you’re basically standing right next to the band all night. It just feels good.
Check it out. They have free live music there 7 nights a week.
Email Automation: 3 Ways to Get Your Nonprofit Started
If you are like most nonprofit marketing professionals, you’re overworked and under-resourced.
Email automation is the solution you’ve been waiting for!
Setting up marketing automation systems that trigger emails and autoresponders, drastically reduces the time you and your team spend manually sending emails to court donors, members and volunteers.
A report by DemandGen, a research firm, shows on average a 20% increase in sales opportunities versus non-nurtured leads. Of course this is a statistic on for-profit work, but it doesn’t take much of a leap to assume that nurturing sales is very similar to nurturing donors.
What is Email Marketing Automation?
The concept of email automation is pretty simple: if a prospect or constituent perform an action, an email (or series of emails) is triggered in sequence.
The sequences can include decision trees based on the user’s interaction with any of the emails in the series.
Email automation workflows can be triggered based on a lot of things:
Time: Send an email X days after user does Y
Behavior: If user does X send an email, if they do Y send them a different email
Demographic/Characteristic: Say a user RSVP’s to a volunteer event at a particular volunteer site and you ask them their age. If you store that data in a CRM, you could send an email based on that demographic information.
There are endless pieces of information that could trigger automation workflows, but I’ll try to stay out of that rabbit hole for this blog post.
Now for the good part:
Here are 3 ideas how your organization can get started with email automation.
1. Automated Email Welcome Series
A welcome series is a great way to begin the cultivation of a new constituent to your organization, and ultimately will make them feel more engaged with your mission.
The goal of the welcome series should be to:
Educate the user about your organization
Demonstrate the impact of your organization
Ask the new constituent to take one more step in their engagement with you - usually a small step forward. Don’t go asking them to marry you on the first date!
Here’s a hypothetical scenario we’ve probably all experienced: email newsletter sign-up.
How can we use email marketing to nurture this new relationship?
Below is a quick series of emails that you could send.
Immediately after sign-up: Send a thank you email that demonstrates your appreciation for their interest. In this email, it’s a great time to link them to an overview of the work that you do.
Perhaps you have a blog post about a recent milestone your organization has reached, or you have an online Annual Report for them to look at.
The most important thing: provide context to your organization.
What is your business case?
What are your values?
Where have you come from?
Where are you going?
2 Days after sign-up: Send a testimonial about your work. This should be a powerful story that drives user interest.
Even better, if you have a video testimonial of some kind, send it. Video is a powerful medium that shows real people that have participated or been affected by your mission.
The best stories are personal ones—find a person, animal, place, etc. that you can tell a story around.
The bottom line: it’s important to showcase how your work impacts everyday lives.
5 Days After Sign-up: Note to Self: Establishing trust before you ask someone to do something is extremely important.
Consumers want to trust a company before they buy their product; donors want to trust that an organization is going to steward their donation well.
We all know where this email automation workflow is going, right?
Yes. We’re going to ask the new constituent to do something: make a donation, volunteer, become a member.
It actually doesn’t matter what the ask is, the point is that we’re going to ask. Just this alone means your organization better be trusted if they expect the ask to go well.
There are a few different ways that you might establish trust:
Annual report: Send the new constituent to a page about your organizational fiscal responsibility. Perhaps an annual report.
Showcase a known supporter: If your organization is endorsed by a famous person, ask them to write an endorsement. Or better yet, do a quick video endorsement.
Show a rating: though I’m loathe to fall into the charity rating charade (don’t get me started…), you can link to your Charity Navigator rating, or online reviews, or some other kind of rating way to bring proof of your organization’s virtues.
Bottom line is: There are a lot of ways to establish trust. This is a critical time to do it.
7 Days After Sign-up: Send an email that makes the “ask.”
Now, don’t be scared. We hear all the time that staff are scared to ask a new constituent to do something immediately. My response normally is, they’ve already shown they like you by signing up for something, don’t be scared.
Some people will even be flattered. And, there’s no better time to make an ask while their first commitment (in this case e-newsletter sign-up), is fresh in the user’s mind.
But, it’s also important not to be pushy in how you ask.
My opinion: for someone that just signed up for an e-newsletter, I think it’s better to ask something simple like RSVP to an organization orientation, or perhaps you do tours of a work site that your organization has.
These in-person engagements can take that initial relationship to the next level—put a face to the cause.
Other ideas for simple asks are:
Ask them to volunteer at your organization.
Ask them to an upcoming event.
Ask them to follow you on social media
The key is, make them take one step closer to your organization and help them feel a personal connection.
2. Leading Up to an Event
When a supporter has RSVP’d to an event, it is a great time to engage them even further into your organization.
Let’s say for example you’re throwing your annual fundraiser.
Here’s an email marketing automation series that will get your guest pumped to attend and hopefully motivate them to be extra generous with their support this year.
Directly After RSVP: Send a thank you and confirmation that they signed-up for the event. In this same email, it’s a great time to put a quick teaser in about the event theme.
Usually these types of events have themes like an anniversary, support for a strategic organizational goal, or maybe it’s the celebration of a milestone—take on a campaign type feel.
Regardless, this event needs context. How is it contributing to your organization’s success. Perhaps the constituent already knows the context, but it never hurts to reinforce.
The theme or campaign message can be really powerful if delivered by video (starting to see a theme here?).
5 Days after RSVP: It’s time to talk impact!
Again, this is a fundraising event, so establishing your organization’s impact is going to be important before you ask this person to donate.
Good impact pieces can be:
Story of a person, place or thing that benefits from your organization’s work - videos can be very compelling content here.
Testimonial from a person impacted by your work
Historical overview of your organization’s impact
Even better: if individual’s testimonial and speech will be the centerpiece during the event, you can provide a preview of who they are, the challenges they faced and how your organization helped.
Basically, let the person know that your work makes a positive impact in the world.
1 Day Before the Event: This is a great time to remind guests about the event details.
Directions to the location, parking, time table for the event.
Maybe you’re having a silent auction, you can preview the top items to get people excited.
This not only orients the guest, but probably will reduce no-shows as well.
1 Day After the Event: Thanking guests for attending quickly after the event is crucial.
If you have details about the fundraising totals and the results that were achieved, share them...and your gratitude in the attendee’s participation in that success.
Maybe include a video thank you message from your Executive Director, or a personal thank you from one of the speakers at the event.
If you have volunteers at your organization, then you know that it is impressive how much these supporters give of their time and talent.
However, many organizations are shy to ask volunteer to donate. I can respect that, but I also know first hand from my days as a fundraiser, that volunteers can be very generous with their treasures as well, you just need to ask the right way.
Email automation can help you cultivate them into donors at a much higher success rate than simply asking out of the blue.
It’s all about education and cultivation.
Directly after volunteer sign-up:
Obviously, you want to thank them for signing up. It’s important to establish how important volunteers are to your organization and their impact.
If you have a lot of repeat volunteers, this may be a good time to provide an update about an ongoing strategic goal, large campaign, or upcoming event.
Providing fresh content can be a nice touch to an email series like this. Most email automation tools have an easy editing interface that make updates to the email a snap.
4 days before volunteer date: This is a great time to provide context of what the volunteer will be doing.
Let’s say they are doing a river cleanup on the Colorado River. It might be a good time to talk about the importance of the watershed for the health of the ecosystems and cities.
It’s also a good time to talk about the impact that volunteers have already had with your organization for the Colorado.
If the volunteer’s work will effect a human, tell their story. Use a testimonial to drive emotional connections.
The goal: establish your organization’s impact, let the volunteer know the importance of the task that they’re about to do. And always, always thank them!
1 Day before volunteer date: This is a good time to provide logistical support.
Directions to location, meeting instructions, clothing/food/water recommendations or requirements.
Get the volunteer physically ready to perform their task.
1 Day after the volunteer date: Thank the volunteer for their time.
Let them know how much you appreciate their commitment to the organization.
Make an ask while the experience is fresh in the mind.
I see two ways to go about this:
Remember that impact story that you told before the volunteered? Remind them of it: “Your support as a volunteer is vital to this success. Your financial support helps us recruit more volunteers and buy more supplies that help our campaign succeed.”
Appeal to their more practical side: “Supporting our volunteer crews that are doing awesome work requires resources: we need to purchase tools and materials; and we need to pay our employees healthcare and salaries. Can you help us defer those costs by donating $10 to purchase our next shovel?”
You get the idea, right?
Don’t be patronizing, or combative. Just state the honest truth.
I’d also recommend asking for a small sum of money if they haven’t donated before. Get them in the door as a donor.
Once, they’re a donor, you can start a new automated workflow to cultivate and retain their support.
Wait, you can chain email automations together also!?
Yep. See how cool this stuff is!
But that’s a great post for next time….
Email marketing automation is changing everything.
If you’re already a pro, I hope these 3 ideas helped spark some new ways that automation tools can help you.
If you’re a newby to email marketing automation, I recommend you get started!
Over and over again we see that marketing automation has brought success for our clients, and we know that it will for you as well.
5 Ideas for the Rootid brandUP Award for Your Nonprofit
Our team saw over and over that there are a lot of great nonprofits that are facing resolvable obstacles, but just didn’t have the resources or expertise to break through.
Here are few ideas on how we think organizations could use the brandUP award to better their organization.
This doesn't mean that you can't use the award for something else. Remember you know what will take your mission to the next level! But, we thought these were cool ideas as project, or even part of projects.
1. Brand Strategy and Development
Many in the nonprofit world believe that branding something that the for-profit sector should deal with, and has no use in the nonprofit world.
This is dead wrong.
In fact, branding is just as important for nonprofits as it is for profit-seeking companies, and perhaps more so.
In the world of nonprofit work, isn’t shared values one of the biggest things you hang your hat on to generate loyal supporters? Of course it is!
Rootid works with clients to generate brands that speak to their supporters.
Most people think about brand and they think about logos. This is certainly part of a brand, but a logo isn’t generated out of thin air!
Our brand development process starts way before the production of artwork. We start by interviewing internal and external stakeholders extensively.
From these interviews we have a clear understanding of a brand's core values, who your target audiences are, what motivates those audiences, and the channels through which we can speak to them best.
Do you know what your brand stands for? The brandUP awards could be a great time to do some deep soul searching about how your brand is positioned and if it is effectively reaching your audience, and expressing shared values.
2. Content Marketing Strategy
It’s hard to get your marketing message out to your supporters in the age of cell phone alerts, social media, and streaming TV.
Having a rock solid content marketing strategy will help you engage more constituents and keep them engaged.
According to a recent survey by the Content Marketing Institute, 79% of nonprofit professionals said that fundraising is the number-one goal of their content marketing, with brand awareness coming in second and engagement third. Yet, only 25% of respondents have a content marketing strategy in place.
Relying on content marketing as a primary driver for fundraising, but having no plan is not going to be successful.
Rootid works with clients to build content marketing strategies built around a better understanding of your audience and the end goals.
The bottom line: who are the people that come to your site, and what do you want them to do?
We will generate user personas through focus groups and user interviews.
Then, we build an actionable content marketing strategy that identifies communication channels that will reach the most users, messaging that motivates them, and website design that will drive them to take action.
Content marketing is a vital piece to build brand awareness, boost donations, and widen your inner circle of supporters.
3. User Generated Content Campaign
Website users no longer expect their online experience to be a one-way street. They want to hold a conversation with a brand.
User Generated Content (UGC) is quickly becoming a vital piece of a brand’s story. Content like, images, Tweets and video that are posted about your brand by your supporters an have become more valuable than anything that your marketing team can themselves.
In fact, according to comScore, and online research firm, 70% of consumers report that they are more likely to trust a peer recommendation over content professionally written one.
What does this mean?
Basically, it means content that your supporters create and share about your nonprofit speaks volumes more than anything you produce in-house.
So, let's capture the power of UGC!
UGC campaigns or features on your website can be power ways to tell a story.
There are several ways to do this type of work:
Hashtag campaigns - use a tool like Juicer.io to curate content posted on social media to build a campaign story.
User-submitted stories on your website - allow users to submit videos, images and text to your website. After an approval process the story is posted.
Gamification of a pledge - challenge one group of supporters to “out pledge” another group of supporters. The pledge can be fundraiser driven, or volunteer hours driven, or something else. Ask the groups to post about the experience through social media.
There are still more ways, but for the sake of space, we left it at three.
Ever stared at a bunch of text with stats in it?
Yeah, it’s really boring and usually you miss the story that someone is trying to tell.
Interactive data is a powerful way to tell a story, or compare information.
There are a lot different ways that you can accomplish this.
If you organization does a lot of research, interactive data can be a really powerful way to display your work.
Interactive data not only tells a richer story, but it positions your organization as a leader in the field and boosts online engagement.
Would you like to increase donations, volunteers and memberships at your organization?
Of course you would. Who wouldn’t?
Marketing automation nurtures your supporters, or new supporters, by bringing them closer to your organization without the need of staff time to do it.
According to HubSpot, a marketing automation company, nurtured leads make 47% larger purchases than non-nurtured leads.
I realize that your nonprofit isn’t selling anything, but it doesn’t take much to make the leap that nurtured leads, or nurtured supporters make larger donations, volunteer more and remain members longer.
Additionally, marketing automation frees up one of the best resources that nonprofits have: their employees. By not making your team do all the mundane day to day of sending emails over and over with the same information.
Marketing automation is behavior driven, which means if a user opens email A and takes action B, your automation platform will "automate" the next step in the process. Maybe it's sending another email, or inviting them to an event, or asking for a donation.
It bases nurturing on action, not guessing.
The applications of marketing automation are wide and varied, but Rootid has worked with clients (and we use marketing automation internally at our firm), to widen the reach of their mission, and deepen the relationships with their current supporters.
Sound awesome? It is.
Successful Website Projects: 4 Things to Discuss BEFORE You Start
In the age of content marketing, control of your website is a must. Your visitors expect fresh content constantly.
Make sure you you get trained on how to manage your website.
Great, I have my obstacles, now what?
It’s important to provide context to the obstacles. Once identified, it’s important to better understand how they contribute to your goals not getting met.
For example: “I spend so much time downloading and uploading CSV’s to our CRM, that I can’t follow-up to thank our donors.”
Know Your Audience
I can’t stress how important this element is:
It’s hard to engage an audience that you don’t fully understand. Take the time to get to know and understand them. Your success counts on it.
Your organization should have a clear description for each audience group your work with and the top 3 things that you want them to do.
Do you know what they do on your site currently?
Do you know what you WANT them to do on your site?
Notice: there is a big difference between what they do, and what you’d like them to do. This is an important distinction.
How do you measure success on our website?
It’s hard to measure if you never set goals.
We find that many people don’t set goals because they don’t want to know if they’re not meeting them. Failure is not celebrated enough.
Failure to meet a goal can be as bad as blowing a goal out of the water because maybe you set your expectations too low.
At the end of the day, you need establish what you’re going to measure and how you’re going to measure it.
How to get started
Getting this conversation started can be difficult, especially in an organization that has a lot of voices to be heard. Here are some keys:
Set expectations that you would like to hear all staff thoughts on these matters, but not all suggestions provided will be implemented on the new website. It’s important to establish this early and often.
Internal surveys can be helpful to facilitate this process.
Make sure to engage senior staff early in the planning process. Getting their buy-in on the project is extremely important.
Download our comprehensive guide that breaks down the technology and strategies into easy to follow steps. The solutions are simpler than you think.
To write an effective story, there has to be a clear message that you are delivering. Once your audience has been established, you should know their concerns and pain-points. Use that knowledge to generate a powerful message.
The now-famous Ted Talk by Simon Sinek, talks about focusing on the “why” to connect with your audience. Why is the struggle that you have introduced important? Why does that struggle matter to the world, and more importantly to your readers?
As Simon Sinek has what he calls the Golden Circle. At the center of this circle is "why."
The “why” is linked to the primal center of our brains, so use it to your advantage as the storyteller. If you can connect readers with the “why” then they will continue to read, and engage with your content and in the long-term your mission.
Go through this exercise in two simple questions to develop a clear message:
1) “What is my audience and what are their concerns?”
2) “How do I distill my message into one simple sentence.”
How to Write a Great Story Introduction
In today’s distracted world, there are million things tugging at your reader’s attention at all times. If you don’t capture their attention in the first two sentences, they are lost. That’s why writing a great story starts with writing a great introduction.
Here are few tips on how to write a great introduction:
Introduce the main character (it should never be your organization)
Introduce the challenge or struggle
Set the mood or environment, focus on emotion
What is the Struggle in Your Story
A story without a struggle is not a story.
This writing mechanism is commonly referred to as the Hero's Journey.
When writing your story, be sure to introduce the struggle early. At this point, since you have done your audience research, you should be writing about a struggle that speaks to your target audience. Introducing this struggle early in the story will capture their attention.
The struggle in your story should serve as the rallying cry for readers. It should be the tool that motivates them.
The struggle also sets up your main character to be a hero when they eventually overcome the struggle.
Lastly, it is important to connect your character’s struggle to a larger universal struggle or truth. If you can connect this one person’s struggle to a larger problem, then your mission, and the reader’s engagement in it, become vital to empowering more heros like your main character.
Keep Your Storytelling Simple
Keep it simple for your audience. Remember, you are competing with a million other tasks that your reader is thinking about. They should not have to think too hard about the narrative of your story. Here are a few rules you should follow:
Don’t use jargon or internal organizational terminology.
Use short paragraphs that contain only one idea per paragraph.
The first sentence in each paragraph should clearly state the idea that will be in that paragraph.
Simple stories can be the most memorable.
Expand story details like emotion (happy, sad, frustration, a look on a face), not on mundane facts (time of day, date, weather, etc.)
The Call to Action
Don’t forget that your story should end with a call to action, or a logical next step for your user. Once you have captured their attention, set-up the struggle, and inspired them, it’s time to get them to act!
Relate your call to action back to your story and include an obvious way for users to take action. Use active language, and set a time limit on the action if possible.
Use calls to action that empower your reader. For example, “You can make a difference, act now!”
Lastly, it is important that if the user takes action, you capture their information. The user has already shown an interest in supporting what you do, if you capture their information, you can continue to engage them further in your mission.