Strategy First: Look Before You Leap Into Content Marketing
Presenter: Kristina Halvorson, CEO & Founder, Brain Traffic
The lure of content marketing is strong—when every marketing expert is telling you to do it, why think twice? Problem is, content marketing is time-consuming, can be really expensive, and is often difficult to get right. With a little bit of careful planning, you can make smart decisions about what activities make the most sense for you and your organization.
- What content strategy is and why you should care
- What's really involved in committing to content marketing
- How to set measurable goals and work with constraints
9:15-10:15am Breakout Sessions
Why and How to Use Social Media to Show Gratitude to Donors
Presenter: Steven Shattuck, VP of Marketing, Bloomerang
Did you know that 53% of donors lapse because of poor donor communication? Though social media usage has become pervasive among nonprofits, it is still used primarily for promotion. Those organizations who are utilizing networks like Facebook, Twitter and Instagram to show authentic and personalized appreciation to supporters are reaping the benefits of increased engagement and donor loyalty. This session will help you discover how to maximize your nonprofit’s social media
accounts through thankfulness, instead of promotion. We will examine real-life examples of effective social media usage from organizations large and small, as well as the latest research into what works and what doesn’t.
- Discover time-honored gift acknowledgement techniques that translate perfectly to social media
- Learn how to formulate a relevant social content strategy for your organization
- Understand data-driven best practices in timing, format and style of social posts across all networks
Brand Aid for Non-Profit Organizations
Presenter: Kelley Peterson, VP & Creative Director, KidGlov
An engaging presentation that dispels the idea that branding is only for the big dogs. Learn tips and tools for how your organization can raise the visibility and value of your brand in powerful and meaningful ways.
- Understanding the benefits of branding
- Identify the critical components of a brand
- Execute a solid brand strategy
Effectively integrating the work of your marketing and fundraising departments to meet common goals will radically improve your fundraising, friendraising, and community benefit efforts. In this workshop you will discover the causes of misalignment and friction between marketing and fundraising efforts then develop the steps you can take right now to build a high functioning team that propels your organization to meet your goals. We explore myths, mysteries, and ah-hah moments that can get your organization on target ASAP. This interactive session will help you to understand roles and responsibilities related to your organization’s goals and objectives, and how to get your team to enthusiastically work together to make it happen.
- Understand and diffuse the causes of friction between fundraisers and marketers.
- Gain actionable methods that get everyone moving in the same direction.
- Learn how to build a powerful and effective marketing and fundraising process-oriented team.
10:30-11:30am Breakout Sessions
The Rebrand Effect: Accelerating fundraising through communications
Presenter: Sarah Durham, President, Big Duck
How does branding help a nonprofit advance its mission? How does it impact communications and fundraising? This interactive session will share highlights from Big Duck's ebook, The Rebrand Effect, which explores the findings of a nationwide survey completed by over 350 nonprofits. Led by Bid Duck's president Sarah Durham, this workshop will articulate the benefits and influences of branding on a nonprofit, and demonstrate how it can provide a basis for more streamlined, compelling fundraising with individuals and corporations. We'll also talk about how rebranding can strengthen an organization's culture, and how, when couples with strategic planning or a new fundraising strategy, it can best set up a nonprofit for effective fundraising.
- How to think more holistically about how communications and branding to benefit your organization's future fundraising.
- How to understand the relationship between strategic planning, rebranding and fundraising.
- How to communicate the ways in which rebranding can improve internal capacity.
Romancing Your Donor
Presenter: Clover Frederick, Fundraiser & Marketer on a Mission
Learn how forming a relationship with a donor is much like dating and marriage! Learn the phases of the relationship and the best marketing and fundraising practices to utilize at each phase in order to take things "to the next level". Hear about the pitfalls that can end a budding romance or tragically terminate a long-term relationship. Perfect for young or small organizations wanting to turn "likes" into love. Good for established organizations ready for long-term commitments. New to the fundraising scene? You'll pick up lots of tips to help you find the right one(s) - donors that is! Find the passion!
- Marketing tactics that woo potential supporters.
- Communication techniques that show true love of a donor’s support.
- Ways to avoid a bad breakup with an unsatisfied donor.
Sharing Your Mission Powerfully
Presenter: Lori L. Jacobwith, Chief Fundraising Culture Changer & Master Storyteller, Ignited Fundraising
In a fast-paced world, you have less than five seconds to make a lasting impression. The way you introduce your organization is critical to building a pool of long-term supporters. Sharing your impact with real life examples is one of the most powerful ways you can engage others. During this interactive hour, Lori L. Jacobwith, Chief Fundraising Culture Changer & Master Storyteller, will share techniques to distill your people and money stories down to their most emotionally engaging essence. You’ll learn easy-to-implement tools that cause people to take action and give more support to your organization.
- What is the most important story you should tell?
- What is a mission moment and how to use it to raise more money?
- What is our money story and why should we share it?
- Learn tools for powerfully sharing your impact.
Combining the ancient art of storytelling with modern-day technology, video has the power to tell story in a way that compels the audience to become an active participant in your mission or cause. Join Reliant Studios and Tiny Hands International as we discuss how video was used to expand the mission of anti-sex trafficking in Nepal. Using Tiny Hands as an example, we will explore approaches and strategies in using video to tell your story and propel the mission of your organization. We will start by discussing when to produce your own videos and when to bring in the experts. Then we will talk about two important storytelling strategies. And finally, Mike and Aaron will talk about some of the successful ways Tiny Hands has used video to raise both funds and supporters for Tiny Hands. Aaron and Mike’s witty delivery style promises to make your time with us not only enlightening and educational, but also quite entertaining!
- Explore the decision of when to produce video in-house and when to hire the experts.
- Learn proven strategies for telling an effective story, including a basic story arc and Aristotle’s Rhetorical Triangle.
- Discover how to maximize the delivery of your video both online and off.
1:15-2:15pm Breakout Sessions
Nonprofit funding dynamics, and how we are often our own worst enemies
Presenter: Vu Le, Executive Director, Nonprofit With Balls
The nonprofit funding system is flawed. Restricted funding, the focus on overhead, the endless quest for “sustainability” have been frustrating professionals in the field and leading to endless hours spent trying to justify our work instead of actually doing it. Many of us nonprofit professionals have learned to be clever and to find ways to serve our communities despite these restrictions. However, oftentimes through our actions and messaging, we perpetuate these unhealthy dynamics. We need to recognize what they are, how we unconsciously enable them, and what we need to do to break out of these bad habits.
- Recognizing the 5 horrible habits nonprofits have
- Formulating a strong argument for general operating
- Creating a strategy for talking to funders about “sustainability”
7 Ways to Improve your Online Footprint...and Rule the World
Presenter: Will Hays, Senior Marketing Consultant, UNANIMOUS
People know your organization by your online presence . It's what allows people to find you, interact with you, get to know you, and trust you. Improve it and you’ll discover more traffic, more donations, and a more engaged community. Learn 7 sure-fire ways to improve your online footprint complete with case studies and actionable items to take home with you.
- Discover 7 ways to drive support and engagement from your constituents.
- Hear real-life case studies from other nonprofits who have transformed their online presence.
- How to get started and the action items to get you going.
Marketing Strategy—Spend Less, Communicate More
Presenter: Ben Spence, Creative Director & Sean Heyen, VP Marketing, Firespring
Get more out of your marketing by crafting your message and maintaining a year-round focus on connecting with your audience. In this one-hour presentation, you’ll learn:
- How you can easily implement a budget-friendly, multi-channel campaign.
- How to unleash the power of social media to energize your communications.
- Which four critical functions of your website can maximize your marketing efforts.
- Creative strategy and copywriting best practices for each channel of your campaign.
- The most important places to invest your marketing dollars.
- Essential copywriting techniques that ensure marketing effectiveness.
- The best “free” marketing methods and how to maximize them.
2:30-3:30pm Breakout Sessions
Train your Brain for Giving, Gain Happiness and Success
Presenter: Marcy Heim, Founder & Leadership Coach, The Artful Asker
Develop the specific mental skills to embrace where you truly want to be in raising funds for your mission, and in your life! Words are containers of power. What messages are we sending our prospective givers. What messages are we marketing to ourselves about raising major gifts? Your brain has some default settings, but you are not a slave to them. Make change with 4 specific steps you can take to Train your Brain for Giving Gains…and more happiness, too!
- Understand that your Mind Creates Your life. What do YOU have control over that can change your results?
- The words we use have tremendous impact on our giving, and life results. How to avoid a vocabulary that drains your success.
- 4 tips to Train your Brain for Giving Gains and changing how you think.
Keys to Effective Volunteer Management
Presenter: Andrew Stanley, Founder & CEO, VolunteerMark
This presentation will teach strategies and tactics for designing an effective volunteer management program. The intended audience is for nonprofit professionals and consultants for organization that rely on volunteers to carry out their missions. Understand the core components of any volunteer program and explore various recruitment, engagement, and recognition strategies. Learn how to recruit by leveraging your organization’s website, e-newsletter, blog, and social media (LinkedIn, Youtube, Facebook, Twitter, Instagram) in addition to several other online tools such as: VolunteerMatch.org, Idealist.org, Craigslist.org, Indeed.com.
Communication, thoughtful design, and setting the right expectations are three important aspects to engaging volunteers. ‘Good communication’ means several things: accommodating the preferred communication channel of the individual, being responsive to all inquiries, and having an appropriate system and process. Designing your program requires creativity, flexibility, and forward thinking. The presentation will conclude with a variety of ways to recognize volunteers in a thoughtful manner that will inspire long-lasting relationships.
- What makes a volunteer opportunity attractive.
- Discover free online tools to recruit the best volunteers.
- Simple ways to recognize your dedicated volunteers
Do It Yourself Video: The Basics of Planning an In-House Video
Presenter: Mike Sukraw, CEO/Producer, Kristin Sukraw, President & Dan Roesch, Creative Director, Reliant Studios
Video is this amazing tool that takes people to the front lines of what you do without having to take people there one by one. It does this by engaging people on multiple levels and through multiple sensory input channels. The end result is a peak behind your curtain, a trip to your front lines and people walking away having connected with your organization on a deeper level. With social media and YouTube channels being all-the-rage, you should be producing your own videos and populating your website and social media channels with new, fresh content. Join the Reliant team as we walk you through the basics of the pre-production process: how to create a culture of storytelling, draft a basic messaging strategy, find a story, select a location and walk a project through a simple creative process. It will be fun, interactive, engaging and immediately applicable.
- Discover how to be ready to capture cinematic gold and how to plan for a video that needs to accomplish specific goals.
- Learn the basics of pre-production, including how to choose a story and what to look for when scouting a location.
- Learn the secrets of Reliant’s creative process and understand how you can implement the same strategy for your in-house videos.
What's Next for Corporate Giving: Beyond Gold, Silver and Bronze
Presenter: Rory Green, Founder & Editor, Fundraiser Grrl
A new kind of company has emerged: the Tech Start-Up. Run by 20 somethings in flip flops, these companies do things differently: including philanthropy. Drawing from her experience in major and corporate giving in Vancouver, BC, Rory Green will look at what makes a company run by a millennial unique – and how to engage in corporate partnerships with them. By using real life case studies, Rory will give you the practical information you need to improve your corporate engagement efforts, and get ready for what’s next.
- How to think like a millenial entrepreneur
- What companies really want from working with charities
- How to build successful (and more profitable) corporate partnerships