 Hi everybody, welcome to this TechSoup hosted webinar today. I love this title because we're going to be talking about your non-profit marketing plan. I know we talk about strategic plan. We're talking about your marketing plan and get this. It says workshop. So I think you might have a deal of the work. I don't know, but they're going to let you know in a minute. I always like to have my pencil and paper handy for myself. Let me go to the next slide so you can how you can engage today. I know many of you are returning whoever in our attendees. But if you're new, if you have a question, we would love for you to put it in the Q&A. That way we can answer your question at the end. I know a lot of people type in the chat, but please try to use the Q&A. If you need the closed caption, go ahead and type on the CC button at the bottom of your zoom screen. And we're going to email these slides and this video to you tomorrow. So look for that in your email. And I wanted to share one other thing before I turn this over to our guests. I don't know if you heard about Quad here at TechSoup. I'm going to put a link in the chat room, but Quad is our exclusive new community that we have here at TechSoup. You're going to get exclusive events, expert technical support, get to know other non-profits who are working in your area. And then one of the big things is access to the entire TechSoup course catalog. I don't know if you've taken any courses. Some of them might be $10, $90, but you're going to get access to the entire TechSoup catalog and take as many courses as you can. I'll pop a link here in the chat. And I'm going to turn this over to our special guests. We have two members here from Tech Network. Lisa Quigley and Jason Spanger. Welcome. And I'll turn this over to you. Thank you so much for being here. Nice to meet you all. I know I was on last week's or two weeks ago webinar, but my name is Jason Spangler. I'm our director of business development here at TAP Network. I work with a lot of non-profits like each of you and everyone, each and every one of you that's joined us today to help them essentially find ways to scale and grow their operation. Lisa, I'll let you introduce yourself as well. Hi, good morning, afternoon, wherever you're calling from. My name is Lisa Quigley. And I am the director of strategy of account strategy here at TAP Network. I have 20 years of experience in marketing and communications, working from startups to non-profits to Fortune 100 and 500 companies with their marketing initiatives. So very excited to be here and talk about our marketing plan. So a little bit about TAP Network or a little background on us. We're a full service digital marketing agency that has partnered with TechSoup now for over eight years. Together we've been able to provide a tremendous amount of marketing, thought leadership and really expertise to not only TechSoup themselves, but also to their members or thousands of their members really at this point. We appreciate everyone joining us today and hope that we're able to provide you some actionable insights or some ideas for 2024. Let's jump right in. So today's topic, we're going to be developing a nonprofit marketing plan. This might sound like a small endeavor to some, but it actually encapsulates a lot of what our agency offers. So before we jump in, I know Lisa and I wanted to throw out a quick poll for the audience. So the poll for today is what is the state of your current marketing strategy? So your options are no, a no marketing strategy or marketing campaigns are active, so you're not doing anything. Marketing campaigns are active, but strategy needs improvement. So you need looking for ways to improve what you're doing, maybe you're unsure. C, the marketing strategy is built, but launching the campaign is a challenge. So maybe you need tooling, maybe you're not sure of the best ways to start that. Or D, our marketing strategy is solid and the campaign is working well. You're just looking for some extra tidbits or some marketing hacks out of today. All right, the results are coming in about 67, 69% marketing campaigns are active, but strategy needs some improvement. Awesome. We love that because we love strategy. All right, we'll give you if we got coming in actually tied around 15, 16% between what is the state and it's built, but it's a little bit of a challenge. So we get that. Awesome. Well, everybody, I'm going to close that out so we can keep on rolling. Lisa, I think that that very much reflects a lot of conversations I have with the members each day is that they are trying to do campaigns, but a lot of times it needs improvement or they're looking for ways for to really be more impactful. So let's jump right in. Three components and what we're going to talk about today are one, how to create a one liner so this think of it as kind of your North Star for your mission, you know, what do you do, why should I care and how do I get involved, your entire mission encapsulated in one thing. The next piece we're going to speak about is wireframe your website so ways to create a high converting homepage to ensure that that North Star that you're getting people excited about. They also have a way to realistically get involved. The last piece we'll roll into is how does how did both of those play out in a full funnel marketing campaign. So to give you ideas of ways to drive things in and also how to capture and then benchmark what you're doing. Are you successful, are you not successful in certain ways. So we're going to jump into that one liner, what do you do. When we develop a one liner I think this is so broad, we're like, well, why, why does this matter right, it matters so much because this is that elevator pitch that you need to have. It is that North Star for your entire organization and many of the marketing, you know assets that you'll develop fall out of this, you know, many nonprofits struggle with creating and articulating their, their mission digitally. So what can you do. So this is a three step process, and we like to say, first you want to identify your target customer and the major problem that you're looking to help them solve. So this is something quick and concise, you want to make sure it's not ambiguous ambiguities, ambiguous sorry. And that it's kind of into a soundbite or something pretty brief, because you want them to understand yes that's me something they can kind of latch on to the second piece you're going to do is articulate your unique solution to that problem. How can you help them. What do you do how do you get them. The last piece is, what's the successful end to that story. I always like to kind of refer back to P90X. I am in my late 30s and was one that did buy into the P90X phenomenon I think a lot of people probably understand that. And when you looked at that you were looking to buy it. You bought into P90X, which was the weight loss program because you wanted to be energetic like Tony Horton, you wanted to have all that energy field have the self confidence and ultimately be ripped. So that was the successful end of the story, but you didn't buy into it because you want to work out for an hour and a half each day or you want to eat some crazy fat diet. It was the end result you were after. So that's a lot of what your one liner needs to say is it needs to say that successful end of the story so people know. Yes, that is my North Star that is what I want. That's what I'm what I would love to achieve. And then we can walk back to steps of getting. Any thoughts here Lisa on this. I know that's just exactly right I think in theory everybody understands what a one liner is and in the importance of it. But where we have the workshop part is, do you really have your one liner and is everybody in your organization bought in and know what it is. What do you have that one liner because I know in many organizations I've been a part of, we could say that one liner variations of of it, several different ways, right, but having that consistency and and really having buy in as important. You know that's a good point and also that your one liner will often change as your group organization grows, and you kind of bring in new initiatives, you might find that this starts to pivot and you have to revisit this so it's not a set at once and it's good to go. It's often something you need to revisit every year or so. Some examples of good one liner so habitat for humanity. What is the problem, they cannot people can afford to buy a home through a traditional means solution habitat for humanity builds and sells affordable homes to qualified families. Their success is families have a safe and affordable place to live. They can build equality or equity and stability for their future. In other words, they have to have free many builds communities, you know, so they're one liner is habitat for humanity builds affordable homes for families in need. So they can achieve the stability and equity they deserve. In other words, they get a fair shot at life, instead of having to worry about is there food on the table if there's a place to sleep at night. They actually can focus on what the rest of us that already have that do. I think that's really cool. Having your after school activities, things like that. So, I think that's a great example. We'll jump into the next one. Parkinson's Association. They're empowering people with Parkinson's to live well today and inspire hope for a better tomorrow. I love this because the problem is Parkinson's is a chronic and progressive disease affects the nervous system and while they don't have a cure for it today, there are a lot of ways that you can live better and things you can do to progress. The solution is they provide a variety of resources and support services for people with Parkinson's their families and their support, you know, they're supporting or supporters, so that they can be better educated, you know, raise advocacy and also, you know, drive research. Their success is they're empowering people Parkinson's to not only live better but also progress our understanding of the disease. That's a one liner as a whole. So what how does this play out the big piece here is the idea behind a one liner is to generate that north star as we spoke, but ultimately so that people can go hey, that's something I can latch on to that's something that I you know find near and dear I've had experiences with that. How do I get involved. The goal for that is to get them to your website so when they get on your website, your website's job is to be that 24 seven mission sales person. Yes, you are selling it's a nonprofit I understand but you're selling your mission. And so that website needs to provide a clear path for people to not only find out what you do, but then drive them to getting involved. So here's a great example and this is something for homework for you to go back and look at your existing website doesn't offer the same experience later is do you have a hero section that has that one liner your call to action clear upfront right at the top as we see up here. You know, does it then provide a value section what are the values that you provide. But once I already bought into your mission statement I understand the value now I might be interested in, you know, thinking about the problems. Oh yeah those the problems I am some slowly becoming more invested as I scroll through your website. Oh these are the solutions you offer. And then some thought leadership, happy clients, you know examples of that but the stories, if you share those up front, they don't have that same relevance people don't latch on to them the same because they're not even sure what you do. And we keep moving through this kind of setup that we do for a high converting homepage you'll see then we share the three step action plan, again to the same point the action plan is irrelevant if I don't even know why I should be interested. Same thing with your impact your spotlights options for support, and then ultimately a lead capture form at the bottom because we want people to reach out we want them to say hey that's me, raise your hand. So if you're a donor a volunteer or supporter or someone simply looking to utilize your services, they each should have an easy way to reach out. So I see here, so some examples of websites we've done against this is a great way to see kind of this thought process in the in your use case. And we have an upcoming website which we shared a little bit here for Delaware community health workers to give an idea of how we're using this layout to ensure that we can convert at a higher rate. So in this portion, I think we kind of roll into the full funnel marketing strategy Lisa. I want to indicate everyone how this plays out within a full funnel marketing strategy and why you know the messaging needs to be on point and why their website needs to convert people to ultimately raising their hands and hey I'm interested. Awesome. Well first we're going to do, and if you could actually go back to that other slide because I would love to do an informal poll on the chat of who knows what a full funnel marketing strategy even is. If you've ever heard of that term do you use it. Drop a heart in the chat if you have or maybe a question mark if you haven't. But either way don't worry, because we're going to go through it and break it down and all of the lingo right now. So, I love this I got question heart question heart it's like a couple of questions, question marks a heart. So fun. Okay, so full funnel marketing strategy refers to an approach that guides potential customers or stakeholders through their journey with your organization. This strategy is typically visualized as a funnel because it represents the process of narrowing down a broad audience into a smaller group. It will lead them through awareness will talk about some different strategies and tactics when it comes to awareness, and then there's consideration. They consider your organization. They consider your mission. They might look for more resources or get more information during the consideration phase, and then there's conversion. They love them to to donate to volunteer whatever it is for your organization. Each audience or client or constituent stakeholder will go through this process. It's really important though before we just kick off our full funnel marketing campaigns and talk about email and blogs and all and advertising all the fun stuff. And we have to lay the foundation for what your plan is, because working with really nonprofits business you talk about purse Jason was talking about his personal goals. You have to identify one what are your goals. Who's your audience and three omnichannel user journey. Okay, there's another big word. We can drop some other hearts or question marks for omnichannel and don't worry I'll get into it. But for smart goals, smart goals are specific, measurable, achievable, relevant and time based. I'm going back to the fitness goal so this may or may not be my own smart goal, but in the next six months I will improve my fitness by running three times a week and increasing my distance from two miles to five miles. So that at the end of the six months I'm running five miles without stopping. We can all like okay that sounds like you know what you're talking about, you're going to take steps to achieve it and it's in a, it's in a specific time frame. When we think about that for our business. And I'm going to go through an example of one of our clients which is burst to three early intervention. We want to talk about increasing referrals by 25% through email marketing content marketing outreach and visits in the next year. So again we're getting very specific about what our goals are. So that's the first step. The second step is to I define your ideal audience. No matter I look I saw some amazing organizations. Most likely everybody has a little bit different of a an audience, and most times you have two or three different audience types. So we're going to go through examples of breaking down your what we call your personas. And the last thing is that user omnichannel user journey. And what's what we mean by omnichannel is that it ensures a seamless integrated user experience across multiple channels, whether it's social media email websites or in person events. It will not only engage your audience, it'll establish trust and credibility, and really consistency throughout each channel once you're thinking about what are these tactics. I may have heard of multi channel versus omnichannel really in today's marketing and yes it's changing all the time, but we were, we really use omnichannel when it talks to when we're working with our nonprofits. And that means that your audience is at the center of all the communications and it's not. We're going to send this one email one time. And that's it. It's really how does the email relate to the social media post relate to when they come to the in person event. So really, omnichannel is what we're striving for. And there is our beautiful funnel. Here's where we like to work with our organizations to define what this funnel means for them. So just to walk through this graphic a little bit on the left hand side you'll see a portion of the funnel is really to attract. It's to get that to get your mission your purpose out there in a way that people are going to stop the scroll they're going to want to pay attention. And then that's not it what if they're like, wow, your organization is amazing, but they don't get involved. I mean, that's wonderful you're building a brand presence but we really want people to take action. And so the last two steps in the funnel will encourage them and nurture them to do that. You'll see along the right hand side, the steps of our full funnel process so I said three we break it down a little bit more and you could do four or five but awareness, they're aware of your brand through paid advertising. You may run an ad in the local newspaper. Hey, you may do a social media blast and boost that post. You could your website is really a great way for people to hey I sell an ad and I'm going to go and I'm going to check that out. The website will also move down into the consideration. So while it represents your brand. It also will give them information. And that'll be important as far as user journeys of where we take them on the website. So go to your website and they sign up for your newsletter to learn more information. We're moving them down into consideration and they're utilizing the resources that you have. Say you have a white paper, a case study, a testimonial. These are they're digging deeper and they're establishing trust with your organization. And then once you have them through through that part of the funnel then you can really activate. Hey, now you can donate. Now you can volunteer. I'd love to answer any questions as we get to the bottom on the on the funnel but this is really the basics and the basis for most nonprofit and really any businesses marketing plan. We take a step now into personas. And if you could move that to the next slide we're going to talk about birth to three as I mentioned is one of our clients, and we were going to initiate this full funnel strategy for them, and we had to identify who do you want to talk to and what do you want to identify. We identified that for birth to three are as early intervention services to identify children with delays and disabilities. So our primary target audience are parents and caregivers as they are taking care of these children and we need to educate them on our services. We have providers clinicians, physical therapists pediatricians. And lastly is, you know, the community at whole or our partners. And so we, if you go to that next slide yeah, we took a deeper dive into and here I'll just show you one example of the persona of a caregiver. When we do this, and you should go through this exercise to it may seem a little bit funny but you identify each target persona and you put yourself in their shoes. What are their motivations, what is their need what is there. And this doesn't mean that you're just going to target this one person it just means it's a snapshot to give you an idea of what messaging resonates with them. Where are they online because someone. You think about professionals, you know you think about LinkedIn scholarly journals articles web pages versus a mom seeking advice from other moms there that could be Facebook groups so that when we take a deeper dive into these personas as I encourage you all to do. Really look at, again, their needs, their motivations and where they are so that we can go into this next step of starting to reach out to them. When we start to formulate our plan for how are we going to reach our target persona, we have to go a bat back to our goals is our goal to just create awareness. Is it to make them, is it to make encourage them to volunteer encourage them to donate. Depending on what you're trying the action you're trying to do will dictate your goals, and then goals are nothing if you can't measure them and you don't keep track of them. So, identifying even before we get into our strategy and start, you know, implementing marketing tactics, we have to know how we're going to measure it and what our baseline is. The next step is a fun exercise. Now that you're in the shoes of your target persona. Now that you know what your goals are and how you're going to measure them. You really should track. How are they finding you. What is their journey from that awareness stage to the promoter loyalist stage. And for Cecily here who is our caregiver, we were going to employ the tactics of paid ads, all of our social channels, of course our website and print marketing material. So, consideration are the tactics and content that we're going to use and the messaging that we're going to use on those different tactics. And then we have calls to action right so you can have your marketing material and it can be beautiful but if you don't have that specific call to action that relates back to to your goals and how you're going to measure it, you may lose them there they may drop off. So we have a great call to action but we don't stop there, then we reach out, whether or not it's an email it's a form it's a phone call and we're really thinking ahead to how we're going to nurture that relationship. And then in the end, we'll be able to measure who went from awareness to a loyalist and advocate a promoter. So at least this brings up a really good point to I get a lot of people that have been this conception that if they can get someone from awareness to the decision that they can then get an instant donation so we use don't don't someone a donor as an example. Great so they hit my website it says the right message so now they can go donate. We find that 99% of these people don't donate that first time they're interested in learning more, but it's ultimately the result of what you see in the green area of that email blasts slowly sending relevant information for that target audience that ultimately encourages them and gets them to jump in and get truly involved. So that good. You're right those and those barriers to anticipating. When you do the personas, what, what barriers do they have what questions do they have that could be very different. And you're not going FAQs are fine on the website but you're not going to address every concern or barrier so nurturing that like you said through a process of emails or communication, you know is really the key to getting them to the next step. We can jump in I know now we're going to know that we've kind of give you the background of what we're after how we deploy these marketing strategies. So there's a couple different ways to get started, you can do it from the manual way, which is what a lot of people reach out to talk to us with, hey, I'm currently doing a lot of this and excel or Google Docs sheets air table, all different ways of tracking all this and measuring it. But this is largely done by hand. And while it's supportable as your small nonprofit, as you grow and you bring in different target audiences and you start to vary your messaging, and make it specific to each different constituent type, it quickly can grow out of control. And next thing you know you find yourself just focusing on one type or the other or, you know, it's giving month so now we're looking. Oh, it's only focusing on donors but come January now we're going to switch and go back to volunteers. It's really if you have a consistent marketing plan for all of these different audiences, you'll find that you grow much faster. And so that typically involves bringing on a system like a CRM. So if you're not familiar with what a CRM is that is a constituent management system. And in this, it is something where you can measure your progress, you can measure your failures, you can measure your successes, and it also allows you to effectively deploy an omnichannel marketing strategy like Lisa spoke about. And so the messaging to to your proper audience, allows donors to get that, not getting a volunteer message because they're not interested in volunteering they just want to write a check. And vice versa, people that are volunteering, they don't, they might not be interested in donating, donating at all, they have time not money. Providing you the ability to really track your success of your marketing efforts, automate a lot of these manual processes so you don't need to bring on more employees, it can be done, you know automatically. It also it'll allow you to ensure that your contents a lot more consistent and provide you the ability to not only segment your audiences, but then reach out to them with tailored messaging. So there's a lot of advantages here with bringing in one. Now there's multiple ways to get started here. A lot of people will start take that little nibble, and they'll start with like a mail champ or a constant contact. Great way to start blasting out those email newsletters, but ultimately it still doesn't provide you that nuanced and detail that you need to start segmenting all this data. And so we are a platinum HubSpot Parker here at TAP. So we use HubSpot ourselves and love it as a product. So if that's something where you've done the constant contact, you've done the MailChimp and it's no longer meeting your needs. We would love to help and have those discussions to see if does HubSpot make sense for your organization. And for some yes and others it doesn't. So some examples of what it can do. So contact management, lead management, you can manage emails and document sharing. You can create those call to action forms that Lisa was speaking about. So start tracking who's getting involved. Do you want when someone reaches out for one of those call to action forms, do you want them to automatically get those emails? So yes, they reached out about volunteering. Here's the six month email list. We're going to send them about ways they can get started and volunteering options. You don't have to do anything. You don't have to have someone to guess you have someone manage it at a high level, but you don't have to worry about if they come in on a Wednesday and you've been out that they don't get answered until Monday when they're no longer thinking about. This leads into obviously budget. And I think this is a big one that we often talk about Lisa and what I'm interested in knowing what do people budget for marketing. I know it's kind of taboo what what is marketing what should we have I mean your average nonprofit puts aside anywhere from five to 15% from marketing. And I would say that amount while it's hard to throw a hard percentage at it. It, your results are very indicative of what you're spending. And so the more you're willing to invest in yourselves typically the better the results as long as it's put in the right place. Did you want to add anything here Lisa. I think it depends on where your organization is. Are you just starting out and you're looking to grow, you know, then you do need to actually invest more in your marketing to get the word out. Are you an organization that just wants to maintain and not saying that in a bad way but then perhaps you just keep it around that nine or 10%. There's not a one size fits all. And again just like our one liners may change the budget may change year to year but we thought it's a good idea just to give a ballpark of how much money you should be spending, you know, compared to your, when you're looking at your P&L statement, or just compared to your revenue and different places I mean we have it here, but that most businesses put their marketing budget, you know, is into digital marketing, their website and development right that is printing and having a brochure, especially depending on what industry you you're in is great, but your website is your brochure. Everybody is looking at that to get information. Of course, if advertising is right that should take a portion of it. But those tool, the tools as well, you know we were talking about a CRM and constant contact and there's so many, we did another webinar on AI, there's so many tools and software that technology is increasing and changing every day but especially as a company, you could use these tools to save on resources, investing in the tool may help you save later. So budget needs to be talked about when we talk about our marketing plan. Exactly. And so as a whole we end up dealing, helping people build websites a lot of times we don't want to be the first one to we don't know design your first website but when you've taken a good hard approach yourself, and you're ready to step up what you're doing, we end up engaging with a lot of nonprofits first with their website because you can knock on doors to create traction there, but your, your ED can only answer so many phone calls and if they're focused purely on telling people what you do and why they should care and how they get involved. They don't have time to look for those big partners they don't have time to find search for these big grants that are to really take your organization to the next level. So we find by having that proper messaging in a properly built website up front. It really ends up being kind of that transition point that allows you to expand in other areas. So I want to jump into the next poll. So what is your biggest challenge with working with your contacts, generating new contracts and building lists. I mean, so are you looking to find, you know, new people to reach out to and find, you know, building lists of people to, you know, target be keeping clean lists active and segmented so clean data people that are actually interested in what you do. Do you have old stuff that no longer relevant and so you get a lot of bad feedback. See, maintaining communication and increasing engagement. So is it just maintaining it you're not you don't have a consistent outreach cadence and ways to measure what you're doing or D, reporting on how your contacts are interacting with your organization. Again, measuring. Right, what's good what's bad what's working what's not. Big portion of getting, you know, growing an organization is being able to measure what does work and what doesn't. Interesting. Yeah, that's really interesting. So, we were quite around 5050 between generating new contracts. Oh, yeah, contacts, by the way, I'm reading that as, yeah. And building lists and maintaining communication and increasing engagement. And as we were speaking to before, several different software and tools out there that help make it easy. Now we've worked with nonprofits and we use Excel and paper sheets right and lists serves, but really organizing these lists, especially by your target audience and persona and personas will give you that advantage of streamlining your communications. And I think that that answer is the last one really well Lisa and the first one I know a lot of that sometimes can be done by generating those personas that Lisa spoke about earlier. Is do you know who you're speaking to do you know the message that you should be sending or what they ask consistently, and that can help you build out those lists, but you have to define that target audience as an entity so that you can better match your messaging that's going to them. Exactly. And we have I think some great questions when we get to that that actually lead into exactly what you're saying about. How does our, how do our goals, especially cold goals with that executives or maybe the other team are trying to accomplish line up with what you actually are doing as far as your marketing efforts because sometimes they're not all always aligned. We had someone say that their executive leadership just wanted to create an app. But is your, are your target audiences is that where they are, does that help you increase your goals so we'll get into that in a little in a little bit. And that the app is a great thing to bring up Lisa just because I have a lot of past experience there. You know, app adoption rates in themselves forget if it's an amazing app, but the adoption rate itself is actually hard people are hard pressed anymore to download something new so unless you are providing an outstanding value with that app. You're against really hard adoption rates purely for downloading regardless so you are limiting your exposure. So that's why a lot of people end up focusing on their website to offer a lot of that material, because everyone has a browser, everyone can get to your website. It doesn't require them to take two extra steps three extra steps, just to see what you're sharing. And I would say, you know you take them through that process of who is the app for, you know what will be on that app what is the messaging versus a website and then looking at also your budget, like the budget, how much of that would be directly related to the creation of that versus opportunity costs of what else you could do with the end goal. All done. I'm going to jump into kind of how you how we can help you. So again just like last time these are, there's multiple ways that you can get involved with our team, and we do offer multiple solutions. This slide deck will be shared with you afterwards say if you click on the learn more it will take you right to our marketing page where you can see some of our options and inquire for more discussions with our team. So let's jump right into the Q&A. Awesome. And maybe we'll just start from the top down even though it's the first question is from Brit. And this is to you Jason. Although I have some opinions I can chime in how does a nonprofit's one line are different from a mission or a vision statement. So, you know, I, I feel one line or something that if you're on an elevator you can say very quickly and effectively, it's something that's easy to understand, and it's something that's easy to get involved with. I think mission statements often are very long and very thought out, they can include verbiage that is specific to what you do. For example, like today's call. We've talked about full funnel marketing. Most of you didn't know what it was. We talked about omnichannel marketing. Again, it was like a lot of question marks. So keep it easy and approachable, clean and concise. I think that is the biggest difference. And it also gives you something that your team can use as an overarching North Star. I mean that I can't say that enough because then everyone in your organization knows they're marching towards the same point, same endgame. Yep, that's awesome. And just to provide an example when you think of, since we're all professionals on LinkedIn, you know, LinkedIn clearly articulates that they are a relation, a software platform to connect professionals and it's going to be this lengthy statement that guides not only internal team members, but external stakeholders, whereas it could be their one liner as relationships matter, like relationships matter. So having both of those are very important, but hopefully that answer. And I saw Piper threw in the chat that is this similar to 90s just do it. I would say it's more than that. Just because just do it, that they have so much brand recognition that they can get away with that. In this case, most people don't know what you do. So you have to establish your relevance. Think of it this way, at the end of the day, your nonprofit organization is still vying for that same non discretionary income that for profit companies are. You have to think big hurdle jump where you have to establish what is that value providing. What is that end result and you have to tell an empathetic story that really aligns with your target audience so that they know why they should be getting involved, it speaks to them internally. Yeah, I think you're right. Like, Nike's just do it. Everybody could adopt that as their one liners but because they're so well known, you know what they're referring to when they say just do it. And so it is, you know, they're one liner but for, for nonprofits for companies like our size, you know, you have to try and use simple and concise words that like Jason said describe what you do. So, in the example of LinkedIn like relationships matter. Okay, we understand that whatever you're doing as revolving around connection and relationships. But that was, that was great. I think the next one would see here what we have. Sure. There is the next question from Zen was about organizing sections on a website. And I don't know if we had that 10 step let me go back so we have a process. And Jason if you went back to slide 14. We call it our 10 step process for a highly converting homepage. And it wraps your marketing all into one. And I'll briefly go into it but Jason if you have anything to add so really when you, you want to think about your personas and each user. When you're developing content for your homes for your homepage. We go into a hero section this is again just like your one liner something visual that will grab the audience and want them to learn more. And when they're scrolling down. This is the psychology the order that they're going to be thinking okay well I'm intrigued but what do you offer. So then there's your value stack. And I see that you offer that, but I have a problem. You've identified the problem next, but not only are you just calling out the problem, you're next you want to talk about the solution. And so now that they've bought in that you understand them and they understand you. So talk about your credibility. It's the thought leadership so how many community members, how many lunches have you served how many, you know we're talking about quick numbers that establish credibility and going into the next five steps. We have what would you like them to do. This is where it might be volunteer donate get involved with the board. You're going to have that next. And again you'll be getting these but really it is a highly our strategy for converting homepages. So what is your impact, perhaps testimonials or your service option, and then really at the end, you know, you want to close them, learn more, get their information so then you can continue to nurture that relationship. Anything else to add, Jason. You really went over it really well. And maybe the only thing to add is not every nonprofit needs every one of these steps. So there is. Yes, this is while we have kind of a formula for what we do. Not all these are always needed so it is still on a case by case scenario. Yep, I'm going to just jump into the next one from David and sort of relates back to the website a little bit but he asked you have any advice on how to speak specifically to one audience effectively without without ostracizing another on the same platform. So, just as we had that hero section and we're going through the website to self identify and call out who you're talking to, you know, right from the get go is very important. And that could even be an email social post your website you want to identify who you're talking to, and then make sure that that message resonates is in the language that's appropriate, and on appropriate level, and you're communicating as effectively as possible to them. So that may lead them to a different page on your website or, you know, have a brochure for your different audience, but making sure one you're identifying and they're able to identify on the materials who you're talking to and then really hone in those messages. I think that's a great answer. No, it's interesting as as each organization gets more and more complex. That's where sometimes if you have multiple audiences and you have a big disparity between them, it can make sense to bring in someone that's a professional at this some UI UX engineer stuff like that where they can really understand who we're speaking to and then make recommendations to ensure that no one is alienated. Yep. Absolutely. Here. I know we have lots of questions. You want to go ahead Jason take one. Yeah, so Carrie you're saying nonprofits that rely on grants and government funding typically have little control over the funding received for marketing. It's sporadic and not generally a priority for funders. That is correct. I think the on the government and it is a lot harder because you're relying on things that are happened more on an annual basis and the government used to paying one time. So, if that's who you're speaking to sometimes those websites end up being a lot more focused towards the people that they're designed for they actually users they're going to take advantage of that. And then sometimes you can create different marketing material specific to those funders the government entities to ensure that you're checking those boxes. I know Lisa does have more, more experience on the government and I have done more on the for profit side. Any other ideas there Lisa. Well, I mean, I mean it is a fact that for government or nonprofits you have to apply for grants. And there's a, there's a couple of strategies or tactics that depending on your organization one may work for you for you but having when you're applying for these grants for marketing. Having a strategy in place will ensure that potentially you get that grant versus saying we're going to create awareness by handing out how handing out one pages about our organization. Versus, this is our goal. This is our audience. This is how we're going to reach them. This is our measurement. This is how we plan to measure. And you can all and you can do that, you know, many tactics but taking the digital media route where we actually can measure these things, you know, again it's not answering your question of, you don't have a lot of control in where that funding comes from but potentially by upping your game with the strategy, you will receive more of those, more of those grants. And then the other thing with a smaller budget, you know, you're not relying on revenue in necessarily to dictate it. It's how can you, how can you be scrappy with that budget? How can you utilize it and coming up with a plan to say we're going to use our resources in the best way possible to reach our audience. And there are ways to do that. That's true and being able to go back. So if it's the same grantor that's providing funding each year, having the ability to go back and show them your progress and show your increase, I think would allow you to in turn request more. If you can show that you're making consistent, you know, impact. Absolutely. All right, so Deb says I just joined a nonprofit board where the founder created a website few few years ago, and they're ready to move to a new platform. But they're just no way they'd sign up for doing all of that work. Can you advise what the crucial 20 or 30% of what you present would be. So I think what Deb is saying Jason and you probably get these conversations and questions all the time it's like, yes everything that you're saying is wonderful but you know we're not going to be able to implement everything all at once. So for you. What is your answer to them and and how it just starts. A lot of my answers to this it really depends I would love to tell you there's an answer for everyone but everyone, every nonprofit I speak to is typically in a little different point of the journey. And so a lot of it is high understanding their go to market strategy what's worked what hasn't and really helping them identify the biggest bang for the buck and I hate saying that but it's true. Where can we be successful and where can we measure our success so that we can not only implement it one. It's a, it's something they can realistically use but they can also use it to measure and turn around and ask for more money or prove that this is a working strategy and create a bigger budget for the next project in turn, and then we can slowly scale and grow what your impact is. Absolutely and I think now I'm sounding like the squeaky wheel or repeating myself but I think if you can go to them with this plan, and you can identify, you know, the, the strategies and then prioritize the strategies. You do 20%, but you do a little bit at a time, you know that your target audience spends 90% on on the web, and that's how they get their information will perhaps instead of going right into advertising social media advertising you invest into your in your website. And the reverse could be true but it's really knowing your audience and where they are, and then picking and choosing those tactics to invest the 20%. And hey, no there's nothing wrong with a five year plan, you know, and you just grow and you build on that each year. I see Alicia was asking more demand with a successful MKT campaign requires more capacity to serve a bigger audience. Yes, you're correct. How do you find the right balance in the growth process. Great question, and it really comes down to the individual hurdles you're trying to solve Alicia based on where you're kind of falling short we like to look at the full funnel. And that's what we've spoken about it to kind of identify the pitfalls of the user journey and where people are falling off. And once we can do that we can make better recommendations whether it's yes we should spend it on messaging on your website. That should it be in the top of the funnel just driving people in to find out what you do in awareness, or is it no you're getting people from awareness, they're seeing your website they're converting and clicking on your call to action, but now you don't have consistent outreach, keeping them in the loop with what you're doing. So maybe that is instituting a better like a CRM system or something that can automate that process. But I hate to sound like a broken record and say it depends but it really does. And that's where a lot of this while you can implement a lot of it yourself. Having the ability to measure this process and where people are either having a great, you know, involvement or falling off is the key to success because that allows us to then not waste money. You spend all of our money and awareness and driving people to the website but the website can't do its job. It's the same end result, except for you spent more and got less. We're going to try. There are all great questions get through these quickly so there's one can I legally send emails to everybody in my contact list. So, the one question is how did you obtain those emails, because that, you know, is is the basis did they agree to be emailed, do they know you is there a relationship. I don't know if there in the chat, a more detailed answer but the question is, or the answer is how did you get these emails, do they know, and then making sure that you have a couple of things like an opt out. I don't have an email to have everyone opt in. But it is good practice to have a healthy list, meaning that if there's emails that you haven't contacted people in 10 years. It's always good to send them an email say hey are you still send one email to someone who's interested in hearing from us, and then they can opt in. But there are different rules based on where you are in the world and different acts and so I'm happy to share that with you but that was just a quick, a quick answer. I see along alongside our Q&A also the chat going to see Deb talking about time I think time is a huge factor for a lot of nonprofits either have money or time. And it's never seems to be both at the same time at least. And so a lot of the free resources similar to like Google ads stuff like that can be a huge time suck, especially if you're a one man ED or one woman ED. Your mileage may vary. And I say that because it while it might maybe a free resource, it might not be a great time investment because your return might be very slim. It really depends on the individual tools so be wary of some of the free tools I agree. It's more looking at the entirety of your marketing plan and ensuring that you don't have any big glaring issues where you have you know users falling off. Absolutely. I'm sorry I'm reading all of the great questions and wishing that I could, we could answer them all should nonprofits rely more on email and digital marketing to maintain engagement while increasing their presence online or use a mixture of different types. And this goes right into that omnichannel portion of your marketing approach so again omnichannel means that your target audiences at the center, and that your marketing techniques will be focused on them but consistent and you're using a variety. So you're talking about a variety but you're trying to say which one, which one is more important. And I think, again, it depends on that audience. Do they respond to email better. Do they respond to social. So where are you going to put your efforts. And can you do more than one, just making sure that they're consistent so I just know that for digital marketing versus a traditional maybe billboard or print add is all is always better because you can measure it. I wouldn't say I said, I shouldn't say always better is sometimes. Maybe you want to prioritize that because there are measurements that you can have and then take to enhance your marketing efforts. And Julie says for a startup nonprofit with a small budget what would you say are the most important tools for our marketing services to invest in early. My mind is a good brand. Have your brand have that messaging go through the exercise we talked about with one liners and target audience. But then also once you have that established it's your website. I think that's the very first step to not only organize in get everybody bought in from your team, but also it just communicates what you're trying to do and if you follow the steps of not only the 10 step process for the website as it relates to you, but also the messaging, you're going to find that you could simply use that one tool refer everyone there. And that can be a really big support to what you're doing on a regular basis. Anything to add to that Jason. You summed it up pretty well. Okay. We have, I know we, we have two more minutes. Quick ones that are easier to answer. So, here's, here's a quick one on the way out we have two minutes will you provide your information and the program you have available for tech suit members. So if you want to go back to that slide Jason and talk a little bit again about. We'll be a link. Yep, go ahead. So we do offer multiple services for tech suit members. If you, when we provide this to learn more here link will take you to a page that that really goes over our marketing services given this was a marketing centric webinar. If you go under tech suit services though anything under website or web help or marketing is in fact tap network so it is our company. So we can help get help or provide help in multiple areas. And it really depends on what you're looking for. I know we've kind of touched on websites a lot here today. I think it's a good advice for me just because that's where a lot of people either have messaging issues or need help. We do offer inquiries where you can reach out to me and we can discuss our web services. Those typically start right around $15,000 to give people an idea. We again we don't want to be your first website there's a lot of good options to get started on your own. The first level is fantastic through tech suit $61 for two years for their business level. So if you're looking to get started and create your first website, that would be my first recommendation. Just because it's super inexpensive and we gave you kind of a template to kind of build. Is it the perfect end result. No, it, but it will get you started and give you a platform to share and create awareness. And once you're ready once you've kind of grown and scaled and a lot of the people that come to me then end up saying hey we brought on all these new thoughts, all these new silos of information, and now everything's all over my website. The user experience is terrible. They don't know how to get to this or why this is relevant. That's when it's typically a great time to bring us in, because we can help you organize that content to ensure a seamless user experience and help you kind of get back to growth so that you have this mission stagnation. I think that's a lot of what ends up happening is you have this critical mass and you grow and then you have so many things going on that you kind of lose site your messaging gets diluted, and we love to help people kind of regain that north star again, and to ensure that their digital experience is wonderful. We have websites, marketing, we do have monthly retainers as well there so if you just need someone to be an ex, let's say an extra man on the team or woman on the team to help you in a certain area. We do also have monthly retainers as well to help facilitate that still cheaper than hiring someone, but it's on a case by case scenario. That's really for me. I appreciate everyone's time today and excited to meet here. I will see you guys again next month. See you soon.