Date: 29/04/2020

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Outline/Runsheet


Background image: Ngarrang fire art – Directed by Pete Ingram, Aidan Kempster. Support by FlameWriter, Ngarrang crew and Burning Seed

✩ Introduction

 

✩ Approaches

  • Search – organic / paid – people are looking
  • Social media – organic / paid
  • Facebook – pages/groups – heavily targeted – weak leads
  • Influencer –
    • New skool (+ micro influencers) instagram, sites, bloggers, newsletters
    • Old school (Murdoch/celebrity)
  • Content Marketing
    • Production > Red Bull
    • User content
    • Content syndication / ebooks
  • In game
  • Sponsorship
  • Merchandise
  • Affiliate (NFP distributed fundraising)
  • Ad placement / PPC

 

✩ Research

 

★★ 10 minute break ★★

 

✩ Benefits, not (and) Features

  • What can this do for the person (user/customer/activist)
  • Results > fancy marketing strategy vs get more donations
  • Feel, empower, fears/dreams, social status and personal identity
  • Gym Example
  • Apple vs Microsoft
  • see images

 

★ Sales Funnel

Pathways with numbers – Example

– \\    1000   // – reach people on social
–   \\   200   //  – visit your site
–    \\   50   //   – sign up to newsletter
–     \\  20  //    – read newsletter
–      \\  4  //     – click to register for an event
–       \\ 1 //      – come to the event

  • Volume + conversion
  • CRM – client relationship manger – Organising people with databases | NFP CRM‘s
  • Opt in gift / Lead magnet (examples + noob etc)
  • NFP adaption > emotions / empowerment / social status (petition/email action)
  • NFP adaption 2 > How to guides / merch /  educational resources
  • Automation
  • Re-marketing (action takers/donors)
  • Cost Per Acquisition

 

✩ Data and improvement planning

  • Measure everything, then use it. Summaries for team.
  • Track > test > refine
  • Ultimate metric > your goal
  • Refine personas and improve service design
  • Google/facebook ect analytics
  • Traffic volume / pages? / bounce rate / traffic source
  • A/B testing – FB/Google/Website – no experts
  • Heat mapping – click journey
  • Measuring offline – custom pages/coupons

✩ Closing

✩ Q+A



Trainer

Glenn Todd
  • 20 years commercial website development experience
  • Extensive NFP, campaigning and NVDA experience
  • 6 years teaching experience including at RMIT university
  • Winner of 2019 Connectingup NFP Technology Lifetime Service Award
  • Helped launch ICANW, the campaign that won a Nobel Peace Prize
  • More details see glenntodd.net