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Julia Campbell , MPA 978-578-1328 julia@jcsocialmarketing

Learn how to tie marketing efforts together, measure success, and set SMART goals to optimize outreach and impact for nonprofit organizations.

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Julia Campbell , MPA 978-578-1328 julia@jcsocialmarketing

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  1. Julia Campbell , MPA978-578-1328julia@jcsocialmarketing.com Marketing for Nonprofits October 17, 2012 North Shore Community College

  2. Tonight • Tying it all together • Measurement • Questions

  3. Recommended Reading

  4. “Marketing In The Round” • Demolish the silos! • Sync all messaging. • Optimize every medium and platform – from iPad to Facebook to TV to mail to phone to events.

  5. It All Matters • “Rarely is one media channel strong enough to form a full impression on the consumer and move them to action.” • If they like you on Facebook but then have a negative customer service experience, which one will they remember?

  6. MEASUREMENT

  7. Why Measure • Improve marketing plan, just like you can improve programs • Have more control over outcomes • Set correct expectations and achievable objectives • Creativity only gets you so far – need to analyze the data • Gain insight • Prove you are right • The data already exists! • Know how to spend yourtime best

  8. Measurement Questions • How do we know how manypeople we’re reaching? • What types of messages aregrabbing people’s attention? • Which are falling on deaf ears? • How do we assess the effectiveness of our marketingcampaigns?

  9. SMART Goals

  10. SMART Goals • Bad: “I want to lose weight.” • Good : “I want to lose 20 lbs by April 15th. I will perform a half hour of cardio and half hour of strength training per day, 5 times a week and I will only eat starchy carbohydrates 3 times a week.”

  11. SMART Goals • Bad: “I want to write a book.” • Good: “I want to write a work book on How to add 10 years to your life that is at least 150 pages in length and get it completed by June 30th. I will write at least 4 pages every weekday until I complete the book.”

  12. Measuring Results • Goal – I want to increase my blog traffic. • SMART: I will publish a blog post twice per week, promote it through my email newsletter and Facebook, in order to reach 3,000 readers in the next 90 days. • Goal – I want to raise awareness of my organization. • SMART: I will use 10 of the Facebook Best Practices to increase our Facebook fan base by 10% in 60 days. • Goal – I want to get more press coverage. • SMART: I will pitch five stories per month to local newspaper editors and call five reporters per month to update them on our organization to increase our coverage in the press by 25%.

  13. Questions? Feedback? • What is one thing you can takeaway from this class and implement at your organization?

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