In today's volatile and fast moving environment a powerful marketing strategy can make all the difference. Does your organization have a firm grasp of its online marketing goals, the tactics for achieving those goals, and a plan to measure the success of each tactic? What trends are you curious about? And do you need help? This webinar features HJC’s online marketing consultant Shannon Pitt, and Heather Tallent online communications manager at Humane Society International. Shannon will provide an overview of online marketing strategy and tactics from SMS to SEM, display to email. With experience running localized and international campaigns for HSI Heather will share tactics and lessons learned from the nonprofit perspective.

1. Interactive marketing and online advertising for the non-profit industry:an introduction to what you need to know

2. TP2010 Tweeting today? Follow us as... @hjcnewmedia Your presenters... Shannon Pitt – shannon.pitt@hjcnewmedia.com Heather Tallent – htallent@hsi.org

3. What you’ll learn The main placements on the online media plan. What the buyer and planner at your agency looks for and builds for you. How you can take the tools we use and run! Case study: We’ll talk the talk and walk the walk.

4. Online Marketing Strategy: Where do I start?! Campaign Prerogative Branding? Conversions User Opt-in / Direct Response / Acquisition Budget: How much can we spend? Timing: When is the best time for your brand? Creative: Sizes and content availability Target Audience Define key regions: Get bang for your buck Prorate budget by region Divide population by budget Allocate accordingly based on population What has done well in the past?

5. Online Marketing Strategy: The Mix Google ad words / SEM Email opt-in services (i.e. Care2) Email marketing (List Purchase/Rental) Display Advertising (CPC/CPA) Video and Preroll Social network outreach

6. Online Marketing Strategy: Google Monitor daily budget, creative performance, and keyword budget Flexibility allows user to change the budget at any point Optimizing keywords is a competitive way for the client to be involved Cost effective advertising that allows for maximum control and client interaction. GPS/News on search can allow for an integrated and evolving campaign that is timely and relevant. Analytics allows us to monitor landing pages and activity on those pages. This helps us optimize and maximize success.

7. Google Grants Program created in 2003 Available in 27 countries and regions Currently support 6,000+ grantees Donated over $640M in free ads to eligible organizations Participating organizations use their Google Grant to: Solicit donations Recruit volunteers and staff Promote events Raise awareness of their mission

8. Google Grants Grantees receive up to $10,000 of free advertising per month Actual value will depend on how many clicks your ads receive (average is $300/mth) Text-based ads with $1.00 maximum bid No need to reapply or extend your Grant Remains active as long as your account is actively managed and adhering to our program guidelines To check on the eligibility of your organization, review detailed guidelines at www.google.com/grants

12. Care2 PMHF Email Example Direct Call to Action We ask readers to “Sign up to Participate,” not “learn more.” This increases chance of qualified leads when executing an acquisition-based campaign. 165 registrants from this email blast

13. Online Marketing Strategy: Email List Rental Drive traffic to your (micro)site Generate Leads/Drive Donations Generate email subscriptions/sign-ups Grow your list Build (potential) constituent relationships Improve your knowledge of constituents likes/dislikes via surveys and other behaviors that you can test

14. Online Marketing Strategy: Email List Rental What Matters? Deliverability List quality and Size Bounce Rate Open Rate Clickthru rate Pass along rate ROI

15. Online Marketing Strategy: Email List Rental Common types of Emails Multiple branded: you share space with another organization, or the list owner. I.e. HSI content on a Natl Geo. email Single Branded Email: you own all content Segment Based Email: best for test budgets, you choose selects (like DM) and mail to predetermined users Seasonal Initiatives: holiday giving, year end Event triggered: an event in a users life (not a walk/run etc). Coincide with events such as weddings, birthdays, etc. Service Initiatives: offer subscription to your enewsletter, etc.

17. Online Marketing Strategy: Display Ads Display advertising CPM – Cost-per-thousand impressions based campaigns will be used most often when running on a small budget. A set price will be paid per thousand impressions. Typically .20% of those impressions will be clicked on, driving traffic to the site. CPC – Cost-per-click based campaigns will run on networks when possible. Defined transparency, we will have full access to the site list so as to control the content associated. When possible, CPA (cost-per-acquisition) based campaigns should be employed. This may require a testing period by the site to guarantee traffic.

18. Online vs. Offline: How to Compare TV, print, radio, etc. ads are sold on the basis of a potential audience’s opportunity to see (OTS) the ad In Online, publishers charge based on a CPM ads served to the browser of a user that is sitting in front of the ad. CPC ads are only billed when click upon. Interactive media is more accountable. Research measuring the impact of online impressions is closer to the real viewing habits of users compared to ad exposures measured in offline media. Increased optimization, targeting and control means less wasted impressions online vs. offline.

22. Social Media Engagement Organizations no longer have the choice with Social Media. Your constituents are taking part for you. Regain some control and participate, monitor and engage on the social media level. Build relationships and trust. Word of mouth value is within reach. Please be sure to listen into our 1:30 session: “The secrets of mastering social media, to build brand, find new supporters and deliver an effective ROI.”

24. Online Marketing Case Study: Humane Society International

26. Social networks

27. Third party emails

28. Facebook ads

29. Google AdWords

30. Banner adsResults: Doubled our online file in EU countries in 5 months. And won the ban!

31. Advocacy & List Growth

33. Third party emails (over 70%)

34. Tell-a-friend on action alerts (over 14%)

35. Banner ads (over 5%)

36. Facebook ads (over 3%)

38. Tell-a-friend on action alerts

39. Third party emails

40. Facebook ads

42. Campaign Planning Priority countries Priority audiences Goals Key Dates Key Messages

43. Campaign Planning PR hooks Advocacy alerts Donation forms Landing pages for marketing Integration with other channels Communications calendar

44. Campaign Planning Tools for communications: web stories Twitter Twitter widget on website Press releases LTEs, OpEds Blog entries Emails to list SMS/text alerts Videos

45. Campaign Planning Online Marketing: Google Ad words Facebook ads Blog ads and outreach Third party emails Banner ads Other ideas? (contests, etc.)

46. Campaign Planning Social Networks: Badges Videos Facebook Cause Facebook petition Facebook app

47. Questions? Comments?

48. Thank you!