Nonprofit Digital Marketing Benchmark Report

1. Nonprofit Digital Marketing Benchmark Report Presented by: Tapp Network Joe DiGiovanni Co-founder, Tapp Network January 31, 2023 Live Event

2. Housekeeping How to Communicate with Us • During live event: zoom chat or raise hands for talking • Email: learn@techsoup.org Recording of the Live Event • The event will be recorded • You can choose to turn on/off your audio/video

3. 3 © TechSoup Global. All Rights Reserved. Introductions Joseph DiGiovanni is the Co-Founder of Tapp Network, A Digital Transformation Agency recognized by INC Magazine as one of the 5,000 Fastest Growing Private Companies in America. Joe has led marketing initiatives with global brands such as Oprah, WPP, E-Bay, GSK, Pepsi, the NBA, and others. Within Tapp, Joe and his team are passionate about leveraging technology from the corporate world to deliver modern marketing solutions to the nonprofit sector so they can compete and succeed in the digital age. Joe DiGiovanni Co-Founder Tapp Network Jason brings over 16 years of sales experience spanning multiple industries including the automotive, financial, and hospitality sectors. He has helped over 800 individual clients select and deploy technology-based solutions that align with their unique business needs. Jason Spangler Director of Business Development Tapp Network

4. A Mission-Driven Marketing and Technology Agency Empowering Organizations for Good www.tappnetwork.com Tapp Network is a mission-driven digital marketing and technology agency serving organizations that seek to accelerate their digital transformation to make the world a better place. In partnership with TechSoup, Tapp provides website development and digital marketing support services for nonprofits around the globe as they strive to increase their capacity building, fundraising, and community impact in these challenging times.

5. 5 © TechSoup Global. All Rights Reserved. About the Benchmark Study • The first benchmark report was launched in 2020-2021 to see how nonprofits are adapting to the pandemic and challenges in technology that came along with it • June and September of 2022, TechSoup, in partnership with Tapp Network, built the Nonprofit Digital Marketing Benchmark Survey. • The data collected in this survey came through TechSoup’s email opt-in database. The survey was conducted on TechSoup’s survey platform, and the data was analyzed by Tapp Network. • To provide a snapshot of trends and opportunities, we calculated each benchmark across all 110 responses.

6. Agenda We will be reviewing the key aspects we analyzed in the survey and study, key findings from each topic, and how those findings can be applied to your nonprofit organization to enhance, expand, or evaluate your marketing efforts. 1. Website Benchmarks 2. Advertising 3. Content Marketing 4. Email Marketing 5. Social Media 6. Marketing Technology

7. Website Benchmarks

8. 8 © TechSoup Global. All Rights Reserved. Websites for Nonprofits • Your organization's website shares your mission and vision with the world. It likely acts as a virtual brochure and shares relevant information with your users, but it is capable of so much more. • With the appropriate systems and processes in place, your website can be used as a tool to draw in potential supporters of your cause and mission. • It serves as command central for growing your brand, collecting donations, providing resources, managing social media, and measuring impact to achieve your mission.

10. 10 © TechSoup Global. All Rights Reserved. Should you use a content management system (CMS)? • 53% of respondents said they don’t use a CMS. • If your website is built on a platform that is difficult to use, it can be challenging to make updates swiftly. With a user-friendly content management system (CMS), you can make quick, frequent adjustments to keep your site fresh and help build capacity.

11. 11 © TechSoup Global. All Rights Reserved. How often do you update your website? Over 30% of nonprofits said they only update their site when someone reports that it’s out of date. Over 45% update their website at least monthly (but only a few do so weekly). Frequently updating your website will improve your search engine optimization (SEO) as you add fresh content. 30% 45%

12. 12 © TechSoup Global. All Rights Reserved. Nonprofits need to take a growth-driven approach to their website development — driving better results through data-backed planning and continuous improvement, rather than launching (or updating) a full-scale site entirely on assumption. With costs spread out and enhanced flexibility, web design can now be shaped to better fit your nonprofit's goals. It’s also very important to build your site on the right platform or CMS 50% of survey respondents said they plan to rebuild or launch a new website within the next year.

14. Email Benchmarks

15. 15 © TechSoup Global. All Rights Reserved. Nonprofit Email Marketing • Nonprofit email marketing is a direct marketing strategy that involves communicating with and nurturing donors, supporters, and prospects. • Through email, you can show donors the impact they’re making and the gratitude your organization has for them. • Email marketing is a chance for nonprofits to grow a loyal supporter base, while maximizing time and resources. • With the lack of time (and sometimes even lack of team) that most nonprofit employees are faced with, email marketing is one of the best ways to connect with your supporters.

16. 16 © TechSoup Global. All Rights Reserved. Leverage Email Marketing for your Organization 73% of the nonprofits that responded to our survey said they do not have a defined email marketing strategy. 55% of nonprofits stated that they don’t have the ability to segment audiences. Rev up your email marketing by optimizing your email collection forms. Make sure you’re gathering enough information and have the ability to track and segment your contacts so your messaging can be more personalized and effective! 73% 55%

17. Social Media Benchmarks

18. 18 © TechSoup Global. All Rights Reserved. Social Media Marketing • Social media provides nonprofits with a cost- effective way to reach your goals, engage with your audience, and gain exposure. With an effective social media strategy, nonprofits can create a loyal and active online community that cares about their mission. • Fostering a trusting online community can help nonprofits gain both donors, volunteers, members, and general support. • Social media is a great way to meet your constituents where they already are online! Depending on your audience and how you communicate with them, many nonprofits have found success using social media to generate awareness, drive donations, increase engagement, and more.

19. 19 © TechSoup Global. All Rights Reserved. Here’s a breakdown of the social media channels our survey respondents are using. Recommendation: Each platform has different audiences and specific strengths and weaknesses to consider. You don’t have to use every platform — just those with the potential to be most effective for advancing your goals. What Social Media Platform Should I Use?

20. 20 © TechSoup Global. All Rights Reserved. How Often Should I Post? Should I Be Using Facebook Fundraising? ● 39% of nonprofits post content 3-5 times per week ● 31% post 1-2 times per week ● 22% 1-2 times per month ● 56% of nonprofits are not using Facebook fundraising ● Of that 44% that do fundraise using Facebook, 90% of them reported fundraising efforts to be somewhat to extremely successful So how often should you post? It takes some trial and error! Try out different posting schedules each month and monitor what works best for your audience. Schedule posts based on your audience’s social media usage behavior to give them a higher chance of seeing and engaging with your social media posts. Utilizing Facebook fundraising allows your supporters to share their interest in your nonprofit with their friends and family. It provides your community with an opportunity to state why your organization is important to them, which in turn can help your nonprofit reach new donors.

21. 21 © TechSoup Global. All Rights Reserved. Build A Strong Brand Identity ● Maintain continuity across social media posts and platforms. ● A coherent social media strategy helps audiences identify your brand. ● Utilize specific colors for visual identity and maintain a consistent tone of voice throughout each social media post. ● Calls to Action refer to the next step, or action, you want your desired audience to take. (Ex. “Click here to donate” or “Sign up now”) ● If used effectively, CTAs can play a big role in encouraging people to donate to your nonprofit. ● Link In Bio tools, such as Linktree, can be used on platforms like Instagram and TikTok to drive traffic to customizable links. Get Started with Social Media Marketing ● A content calendar is an outline, or schedule, of upcoming social media posts organized by date. ● By creating a content calendar you can organize your social media strategy and plan posts in advance. ● It is also an organizational tool used to decrease the possibility of missed posting dates. Utilize Calls To Action (CTAs) Create A Content Calendar 1 2 3

22. Marketing Technology Benchmarks

23. 23 © TechSoup Global. All Rights Reserved. Marketing Technology: Automation • Marketing automation is the term used to describe any technology that helps to systematize marketing efforts, communication, and outreach, either with less human interaction, or none at all. Marketing automation can be used within a single channel, or across whole marketing campaigns. • Marketing Automation can have huge impacts on nonprofit organizations looking to save staff time, increase engagement, and standardize communication frequency. This tool is a lever for your organization to pull to grow donations, involvement, awareness, and beyond. However, nonprofit organizations are behind the curve when it comes to the adoption of this tool.

24. Only 34% of respondents use email automation. • Business-to-consumer (B2C) industry which boasts an 87% utilization rate. • You can find affordable (or in some cases free) tools to automate your email marketing automation. It will save time, and you’ll reap the rewards of timely communication. • Thank you emails from donations • Donation nurture campaign • Introductory email drip campaign for new contacts to get to know the organization • End of year donation reminders • Community-based orgs can use email automation to send evergreen resources Typical Use Cases

25. Do you use a Constituent Relationship Manager (CRM)? 54% of nonprofit organizations studied don’t use a Constituent Relationship Manager (CRM) and 11% didn’t know if they do.

26. 26 © TechSoup Global. All Rights Reserved. What is a Constituent Relationship Management (CRM) System? • The tools, technologies, processes, and strategies that an organization uses to manage, improve, and deploy all its interactions. • Where organizations store constituent records and then use those records to communicate with people. • A data-driven technology that can be leveraged to send mass communications, automate recurring processes, and track the success of campaigns online.

27. Implementing a Marketing Plan with HubSpot HubSpot is a full platform of marketing, sales, customer services, and CRM software — plus the methodology, resources, and support needed to help organizations grow. It’s your ticket to a single source of truth for your fundraising, marketing, and communications needs.

28. 28 © TechSoup Global. All Rights Reserved. Contact Management Keep track of all the contacts (volunteers, donors, companies, funders) that your organization interacts with Determine if the contact is ready to be nurtured, then support communication and outreach to get the contact through to the intended end goal Write and design emails, send to segmented lists, and trigger various follow-up types depending on the engagement Create an internal resource for your organization for everything you need to be successful advocates for your mission Have clean and consistent data that allows you to build custom reporting and monitor analytics across various digital platforms Lead Management Email Management File/Document Sharing Reporting and Analytics The Power of HubSpot for Your Nonprofit Organization

30. Next Steps 1. Download 2022-2023 Benchmark Report 2. Identify your marketing and web needs 3. Reach out to TechSoup Services for web and marketing support

31. 2022-2023 Nonprofit Digital Marketing Benchmark Report Download the Full Report

32. Marketing and Web Support Provided by Tapp Network in partnership with TechSoup

33. Nonprofit Starter Website Our Nonprofit Starter Website program is designed for nonprofits who are building their first website or seeking to simplify their current solution. TechSoup and Tapp Network provide organization staff with the resources and guidance to develop content for the site and feel comfortable with day-to-day updates following launch. Intended Audience Nonprofits with minimal existing systems and assets who are building their first website or seeking an upgrade from a basic landing page. Starting at $3,500

34. Custom Website Development Utilizing the Growth Driven Design methodology, we partner with nonprofits to develop a website strategy, design and build a custom WordPress website, and optimize a long-term approach tailored to your organization’s goals. Intended Audience Nonprofits who have outgrown their current CMS, would like to redesign an existing WordPress site, or are seeking systems integrations such as member portals, ecommerce, or donor management. Starting at $10,000

35. Website Maintenance Services Starting at $499/mo Keeping a website running smoothly is not an easy job! Our website maintenance services are designed to ensure your site is always performing at its best. From broken links to building new pages for your fundraising event, you’ll have access to the technical experts and can submit requests to make those repairs or turn that creative website idea into a reality. Your dedicated Account Manager will ensure the successful delivery of requests. Requests are managed through our ticketing system and timelines will be provided within 48 hours of receiving any request. Dedicated Account Manager Available 9am–8pm EST No Contract. Cancel Anytime.

36. Digital Marketing Services Starting at $499/mo Digital Marketing Services: Essentials is a TechSoup subscription service for designing and building deliverables to support your marketing. The following are examples of requests you can make with this subscription. • Search engine, social media, retargeting and display Advertising • Analytics and reporting • Branding and custom graphics • Marketing collateral and content • Email marketing and communications • Virtual events Dedicated Account Manager Available 9am–8pm EST No Contract. Cancel Anytime.

37. Marketing Strategy and Audit Our marketing strategists will work closely with you through a collaborative process to develop a full-funnel marketing plan. This plan will serve as the road map for future marketing efforts from both an overall perspective and at a campaign level. The service is broken down into the following phases. ● Discovery: The first phase is our opportunity to thoroughly review your organizational structure. We'll determine your pain points and challenges, organizational goals, current audience and stakeholders, and key metrics. ● Prioritization: This phase includes an audit of current data to determine the alignment between your current situation and future goals. ● Strategy: The final phase will outline a plan to grow and optimize your organization through new methodologies, tactics, strategies, technology, and messaging. Starting at $3500

39. Any Questions?

40. Thank You! sales@tappnetwork.com www.tappnetwork.com

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