We have learned from the t-shirt industry that "one size fits all" actually fits no one. The same is true for your organization's emails. Let's segment our way to victory!
In this workshop, we will tap into our logic puzzle-loving natures to answer all our email segmentation questions. We'll talk about audiences, frequency, campaign goals, strategies, and tools. If you've been dying to get nerdy about inclusion and exclusion lists, or if you've heard the words "email segmentation" whispered in hushed tones but haven't approached the practice yourself, this is your workshop. There also might be vegan cupcakes. Maybe.
Who is your target audience? Any good marketing or fundraising expert should be able to come up with an answer to that question. But do you have the data and information you really need to back up your assumptions?
This session will walk through tips and tools for nonprofits of all sizes to begin (or expand upon) their audience research work. Whether your org is ready to jump into persona development and in-depth market research or you just need pointers on gleaning information from a variety of free tools like Facebook Audience Insights or Google Analytics, you will walk away from this session with tools you need to learn more about your target audience.
Everyone knows visual content is hot right now. Videos, images, live video—it’s everywhere. Engaging visual content on social media can not only attract attention but can entice people to take action and inspire advocacy, and turn them into supporters.
Nonprofits believe they face some challenges when it comes to their visual content creation: time, skills and budget. I will dispel 3 myths that hold nonprofits back from creating and sharing visual content on social media and show the many tools and services available online to create great visual content. The presentation will also walk through some of the top tools to demonstrate how easy it is to create graphics for social media. Downloadable action steps for using some of the tools will be provided.
We invest a ton of time and money into our online efforts, but how do we know whether our time and money is well spent? How do we optimize our website to make sure it’s engaging our ideal audience, converting visitors into donors, and amplifying our impact?
With Google Analytics we can gather mountains of data to help answer these questions. But the real issue is how to transform the data into actionable insights that inform our decision making.
In this workshop you’ll learn how to leverage Google Analytics to focus your limited time and budget on the key efforts that will drive the biggest results for your organization.
Social media is all the buzz right now, yet there’s still a powerful format that remains donors’ favorite channel of communication: email. With one of the best marketing response rates, for-profit businesses invest a significant amount of time into email marketing. Nonprofits can use the same tried and true business strategies to build a significant list and get their powerful message across to a broad range of people—while nurturing relationships with ongoing relevant content.
You'll learn about:
- driving donations through email
- sourcing user-friendly and affordable technology
- navigating spam laws and reputation management
- and more!
You say tomato, I say tomahto, A/B testing will figure out which one of us is right.
The tools to manage A/B testing have become cheap, quick to implement, and easy to use, across a wide variety of platforms, from websites to email to social ads. Too few nonprofits are taking advantage of this opportunity to lower costs, waste less time, raise revenues, and more effectively inform and persuade their audience.
This session will explain how to implement and evaluate A/B and multivariate testing methods, share real case studies of A/B testing processes and results from nonprofits, and walk participants through a process of creating their own (paper prototype) A/B test for their website, email, or social ad.
Digital teams need to be nimble, innovative, and yet grounded. Quality work isn't just about how fast you deliver it. It's about having a strong foundation and vision that guide you to produce the best work possible and use the internet only for good.
This session will be an interactive review of some powerful things you can do to build, shape, or structure your digital team for success. The tips will range from hiring practices to integrating team building as a regular practice and everything in between.
We will run through each tip individually, and at each juncture have the opportunity for you to share your experiences or ask questions. We'll also collectively brainstorm a list of key competencies for a killer digital team.
It's not too late to launch an incredible #GivingTuesday campaign that grows your organization's culture of philanthropy. Here is why you don't want to miss out: In 2016, more than $168 million was raised during #GivingTuesday from hundreds of thousands of donors who gave more than 1.5 million gifts.
This year is likely to be even bigger.
During this session, we'll provide actionable tips on how your organization can get in on this fundraising movement, including:
- Building an online ambassador core to advance fundraising
- Finding donor-friendly technology with a small (or no) budget
- Effective, low cost video strategies
Google offers qualified nonprofit organizations $10,000 per month of in-kind advertising through their AdWords platform. In this session you will learn about the Google Grants program and how to apply. We will also review the basics of setting up an AdWords account and building campaigns. You'll learn the importance of, and some techniques for, keyword research and good copywriting for the AdWords platform.
"Storytelling" is today's marketing buzzword, and is bandied about with great aplomb. But don't hop blindly on the storytelling bandwagon! First, take some time to understand what makes an impactful story and what kinds of stories will not only inspire and energize your base, but also help your bottom line.
Attendees will walk away with an understanding of:
- The basic ingredients of a great story
- How other nonprofits have effectively leveraged digital storytelling to demonstrate impact
- How to tell a single story using multiple media platforms and channels
- How to maximize limited resources for the best ROI
Great design helps you reach your audience, increase credibility and achieve organizational goals. But sometimes it’s impractical to hire a designer for every visual task—whether it’s editing an image for social media, or creating a flyer or an entire website. You may be left to your own devices when it comes to visual decisions.
This session is catered towards anyone who lacks design expertise but wants general advice and a little more confidence when it comes to design. I’ll cover the importance of content strategy before diving into the basics of design: composition, whitespace, color, typography, and imagery. I’ll also recommend sources of inspiration and other resources that could help as you foray into design territory.
Marketing automation technology can revolutionize the way many nonprofits think and interact with their supporters. But if you just think about it as simply "email on steroids" you will miss the point. We'll share top wins and pitfalls, based on experience both in our own small business as well as working with local and national nonprofits on segmentation, campaign planning, and other automation through Salesforce and Pardot. This is a story-packed presentation full of personal experience and hard-won lessons and tips.
The new tech solution may take six months to a year to launch, but that's the easy part! How will you handle the larger challenge: change management? Sure, it used to take a week to pull together fundraising stats for the board report through a series of excel spreadsheet sifting, pivot tables, and a few headstands, but that's the process your development director knew. Why should she change her tech habits? How will you get buy-in from people throughout your org?
This session will give you tips you can use right away to prepare your coworkers before launch and make your next tech transition as smooth as possible.
As we deal with more complex technology, new-ish management methods, and shifting design trends, we're still dealing with individuals that don't always understand what digital project managers do. It's easy to feel overwhelmed.
In this session, Digital Project Managers (DPMs) will learn about:
- The role of today's DPM
- Overview of Scrum / Agile work management
- Communicating value to stakeholders
- Managing risks (or, why projects fail)
- PM tools for web build projects
- Finding a support network beyond your local bar
Participants will emerge from this session not feeling like their sole function is to act as complaint shields or pencil pushers. You'll walk away feeling confident about your ability to manage interpersonal relations and technical projects alike.
Ensuring that your website is accessible to users of all abilities benefits everybody: content can be handled by any browser software, you gain greater visibility in search engines, availability is increased for low-bandwidth users, and people using mobile devices get better and faster access.
Beyond the technical details, designing and building for accessibility is an ethical imperative. The promise and power of the internet lies in its ability to provide everybody with equal access to information, and we should not put barriers in the way of that.
We'll cover the basics of how to evaluate your website’s accessibility and offer concrete ways to improve your site, both immediately (no, really) and over the longer term.
Content strategy as a discipline may have developed to help create a better internet, but its principles have been used for decades in other media—and still are. At its functional level, content strategy involves a lot of spreadsheets and templates. By exploring how crucial aspects of content strategy play out in movies, music, even comic books and video games, we’ll expand the palette of language and pick up techniques we can use to tell our own, more important stories.
This session is appropriate for anybody looking for different ways to think and talk about content strategy and develop their own plans.