Welcome to guest blogger Joleen Ong, who is the Marketing & Publications Director at NTEN—the community of nonprofit professionals who put technology to work for their causes.
Successful integrated marketing goes beyond the communications products you put out there in the world. Don’t forget your internal process.
The pattern I see in so many nonprofits is a hyper-focus on what content to create and post, but neglect of the critical internal factors that enable success, such as collaborating across departments. But…
“Big Data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it,” reports Marketoonist Tom Fishburne.
Remember when your leadership and board members were scared stiff about social media? And when, in many organizations, that was followed by intense pressure to get on social media pronto to achieve perhaps-impossible goals, WITHOUT additional resources?
Based on what I hear from many of you, we’re in the same boat with big data right now.
I’ve seen so many fantastic examples from nonprofits linking what’s top of mind this week (Halloween, for many, if not for all) with their campaigns and orgs. Thanks to Kerri Karvetski for showcasing several strong nonprofit models here.
But many orgs are moving forward with “just do it” Halloween-linked marketing, rather than relevant marketing that deepens understanding of the organization and/or motivates action. And that becomes who-cares, right-now marketing. Here’s what I mean.
Part One—Communicate Now on Govt. Shutdown Impact
This post by Dan Moyle was originally published on the Talons Out Honor flight blog. Thanks for sharing, Dan, and kudos for your great work here.
Last week the U.S. Government shut down. It’s a serious story, with implications abounding. Unemployment, services cut off to those in need, chaos in Washington, D.C. (well maybe that’s far-fetched—it’s already chaotic there). However, the shutdown also affected me in an unexpected way—I turned the headlines into a story to get attention (and donations, I hope) for Honor Flight.
Hat tip to Oreo for its relevant marketing during last night’s 30-minute Super Bowl blackout. Relevance rules!
But where were nonprofits? Radio silence on the social channels, ideal for right-things, right-now marketing.
Take a look at the possibilities: The Oreo marketing team posted this photo ad on their Facebook page within a few minutes of the blackout. It was exactly the right message for viewers at exactly the right moment.
There are three reasons Oreo grabbed this win—17,500 shares, 6,500 shares—in a flash at a tiny cost. They:
Register now, seats are filling fast. And you can watch at your convenience if you can’t make it live.
What’s the right way to connect with supporters, and motivate them to act? And how do I know if I’m doing the right things?
These are the questions I hear most from you, followed by your secrets—that not knowing those answers leads to self-doubt, paralysis, or, worse, just doing what you’ve always done, regardless of the impact it has (or doesn’t have).
Being uncertain so unsetttling. I hate not knowing which way to turn, and being forced to just see what sticks via trying various things out. Yuck.
But you don’t have to leave it up to chance. There’s a better way…Right-Things Right-Now Marketing