Top Nonprofit Marketing Insights — 2010 NTC (Nonprofit Technology Conference)

NTEN‘s 10th Nonprofit Technology Conference (a.k.a. #10NTC). And let me assure you the conference is about much more than technology as the IT folks think of it. That perspective is there too but the 1,500 participants are an unusual amalgam of nonprofit communicators, fundraisers, program staff, some foundation folks and yes, the tech specialists.

The common theme is use of technology tools to do the work more effectively, and efficiently. What’s unique is how the richness of cross-functional participation enables nonprofit communicators to strengthen understanding of other critical points of view within their orgs and better engage colleagues as participants in communications success.

These are some of the most compelling points I heard in NTC sessions, drawn from session leaders as well as participants. When possible I’ve credited the thought, but couldn’t catch many of the sources.

1. Marketing Strategy

  • You have to eat your vegetables before you can have dessert — John Kenyon reaffirming my insistence that you have to define goals, key audiences and best ways to meet them before “just doing it.” In our session on integrating social media strategy with communications strategy.
  • When approaching communications–think strategically, act tactfully. — Co-panelist,  Demetrio Maguigad, Community Media Workshop
  • Focus on what you do best, network the rest. — Allison Fine and Beth Kanter
    • What can your org give up?
    • One small step to becoming a networked communicator: Ask your Facebook fans to post your message as their status update. It works!

2. Messaging & Marketing Content

  • Don’t convince supporters of the value of your cause; show them that your cause relates to their wants and values. (From the Marketing/Fundraising meet and greet. Read tweets from this session #10NTC.mktg here.)
  • Online writing needs to be conversational, direct, informal and skimmable. Users read only the 1st sentence then move on.

3. Storytelling

  • Stories (on one person or family) and images make a much stronger immediate impression than stats. The “power of one” (one subject, rather than 500 people) engages and will motivate your network to act.
  • But real storytelling is about your base (those who volunteer with you, you provide services to and others), not about your organization.
  • It’s not the “About Us” content on your website. Keep your org in the background.
  • Good stories are becoming a real differentiator for prospective donors and other supporters: Your website has less than one minute to engage your users.
  • A few good stories are more valuable than many so-so stories.
  • Make sure stories are integrated throughout your communications channels, not just in “stories” section on site. Work well to illustrate value of your programs and services, more so than your description.

4. Email Outreach

  • 11am Tuesday, in recipient’s respective time zones, is THE optimal time to send email campaigns. Make sure your ESP (email service provider) enables you to capture zip codes and sort sends by time zone. — Jordan Dossett, Antharia
  • You have just 8 seconds to capture a recipient’s attention before he clicks away. Here’s how to strengthen your emails.

5. Social Media

  • Trying to control the internet (and its social media content) is like putting a
    wire fence around water
  • 50% of nonprofits plan to increase staff commitment to social media. But only 40% have external budget for this. Disconnect (but not as much as I anticipated).
  • 60% of orgs are now on Twitter, up from 38% from 2009. You should be there personally, to learn the medium, even if not for your org.
  • Your social media policy in one tweet (140 characters): Be professional, kind, discreet, authentic, and represent us well. — Beth Kanter
  • Shorter videos work for new donors, longer format for existing donors who are invested. Repurposing is king!

6. Online Fundraising

  • The hard truth: 1% response rate is typical.
  • Social Survey Results-only 3.5% of organizations have raised 10K or more on Facebook.

More #10NTC “notable quotables” here.

P.S. I hope you can join me next year for #11NTC in Washington, DC, March 17-19, 2011. Subscribe to NTEN’s e-news to ensure you get registration info in the fall. There’s a great early-bird discount.

Photo: Geoff Livingston

Nancy Schwartz on April 15, 2010 in Nonprofit Communications | 2 comments
Tags:, , , , , , , , , , , ,

  • Anna Palmer

    Thanks for your summary. Atlanta was my first 10NTC and it was an incredible experience. Like you the Beth and Allison quote “focus on what you do best and network the rest” was a primary take away for me. Not just in my work life either…I’m planning to blog on @bigducksarah’s brandraising session some time this week if you want to check my blog. blog.winwinapps.com

  • Jordan Viator

    Great highlights, Nancy. I think my two favorite takeaways here are “Don’t convince supporters of the value of your cause; *show* them that your cause relates to their wants and values” and “A few good stories are more valuable than many so-so stories.”
    Still soaking in all the NTC goodness and processing everything from 3 information and fun-filled days!

<< Back to Main