Slides from Lida Tohidi's presention for NetSquared Vancouver, May 7 2019. Event: https://www.meetup.com/net2van/events/256476449/ Video: https://youtu.be/wHO21kQP3tA Creating a marketing plan for your nonprofit organization will move you from where you are to where you want to be. Learn real tips and trick to starting out right this year with a plan that you can explain to your team and board. Learn how to identify the ideal donor you'd like to acquire, map out your acquisition plan, and engage with donors on the appropriate channels. PRESENTER Lida Tohidi has 11 years of experience in digital marketing, program management, and strategic planning in the tech sector and has utilized her talents for nonprofits as well. She is very passionate about mindfulness, as well as diversity and inclusion, and in 2018 alone, she spoke at 25 tech conferences and events. You can contact Lida through LinkedIn and on Twitter at @lidatohidi

1. Setting Marketing Goals for Non-Profits
May 7, 2019 | Lida Tohidi
lida@pidari.com

2. Today’s
Agenda
➔ The Process
○ Content
○ Stakeholders / Donors
○ Channels
➔ The Worksheet
➔ The Funnel & Metrics
➔ Tech Stack
➔ Q&A

3. Stakeholders’ /
Donors’ Process

4. Awareness Education
Consideration/
Solution
Decision/
Purchase
Observe New
State
Define Desired
State
Loosen Status
Quo
Commit to
Change
Explore Possible Commit to
Solutions Solution
Justify
Decision
Make the
Selection
STAGE
CONTENT
STAKEHOLDERS (aka DONORS)
CHANNELS

6. The Customer
Journey in Marketing

7. Awareness Education
Consideration/
Solution
Decision/
Purchase
Observe New
State
Define Desired
State
Loosen Status
Quo
Commit to
Change
Explore Possible Commit to
Solutions Solution
Justify
Decision
Make the
Selection
○ WOM
○ Boss
○ Tradeshows
○ Blogs/Articles
○ Webinars
○ Whitepapers
○ Social
○ Traditional
Advertising
○ Website
○ Analyst Reports
○ Case Studies
○ Email
○ Executive Events
○ Webinars
○ Website
○ Product Demos
○ SalesPresentations
○ Case Studies
○ Analyst Reports
○ Trial
○ Datasheets
○ Email
○ Executive Events
○ Webinars
○ SalesPresentations
○ Reference Calls
○ Trial
○ Case Studies
○ Analyst Reports
○ Datasheets
○ Email
○ Executive Events
○ Webinars
CONTENTSTAGE
B2B: Content

9. Awareness Education
Consideration/
Solution
Decision/
Purchase
Observe New
State
Define Desired
State
Loosen Status
Quo
Commit to
Change
Explore Possible Commit to
Solutions Solution
Justify
Decision
Make the
Selection
○ Social
○ WOM
○ Website
○ Traditional
Advertising
○ Blogs/Articles
○ Affiliate/Referral
○ App Exchanges
○ Retail
○ Boss
○ Tradeshows
○ Webinars
○ Whitepapers
○ “Trial”
○ Website
○ Online Reviews
○ Blogs/Articles
○ Email
○ Retail
○ Analyst Reports
○ Case Studies
○ Executive Events
○ Webinars
○ “Trial”
○ Website
○ Online Reviews
○ Blogs/Articles
○ Email
○ Product Demos
○ SalesPresentations
○ Case Studies
○ Analyst Reports
○ Datasheets
○ Executive Events
○ Webinars
○ “Trial”
○ Website
○ Discounts
○ Sales Presentations
○ Reference Calls
○ Proof of Concepts
○ Case Studies
○ Analyst Reports
○ Datasheets
○ Email
○ Executive Events
○ Webinars
CONTENTSTAGE
B2C: Content

11. Awareness Education
Consideration/
Solution
Decision/
Purchase
Observe New
State
Define Desired
State
Loosen Status
Quo
Commit to
Change
Explore Possible Commit to
Solutions Solution
Justify
Decision
Make the
Selection
STAGEBUYERS
B2B: Buyers/Donors

12. Awareness Education
Consideration/
Solution
Decision/
Purchase
Observe New
State
Define Desired
State
Loosen Status
Quo
Commit to
Change
Explore Possible Commit to
Solutions Solution
Justify
Decision
Make the
Selection
STAGECHANNELS
B2B: Channels
Sales
Marketing

13. Awareness Education
Consideration/
Solution
Decision/
Purchase
Observe New
State
Define Desired
State
Loosen Status
Quo
Commit to
Change
Explore Possible Commit to
Solutions Solution
Justify
Decision
Make the
Selection
STAGEBUYERS
B2C: Buyers

14. Awareness Education
Consideration/
Solution
Decision/
Purchase
Observe New
State
Define Desired
State
Loosen Status
Quo
Commit to
Change
Explore Possible Commit to
Solutions Solution
Justify
Decision
Make the
Selection
STAGECHANNELS
B2C: Buyers
Marketing

15. The Funnel
& Metrics

17. Metrics and KPIs to Get Started
● Cost (of Product / Service / Event)
● Marketing Investment
● Impressions
● Clicks
● Click Through Rate (CTR)
● Site Visitors
● Conversion Rate
● Revenue / Donation
● Target Cost-Per-Acquisition(CPA)
● ROI (Returnon Investment)

18. Marketing
Tech Stack

20. Tips for getting started

21. An Example Marketing Tech Stack
● Mailchimpfor email service provider(ESP)
● GoogleAds for paid search(lots of free creditsfor non-profits)
● Copper for Customer Relationship Management (CRM)
● Hubspot for marketing automation system and/or CRM
● Mozfor Search Engine Optimization (SEO)
● Intercom for chat and/or in-app messaging
● Optimizelyfor experimentation and personalization
● Adrollfor retargeting (when you’re ready)
● Radiusfor data management (when you’re ready)
● Radiusfor predictive (when you’re ready)

22. Optimistic Impact
Stomach Ambiguity
& Change
Acareerin non-profits.
Ownership Credibility
Management
Opportunities

23. Thanks! Q&A
Lida Tohidi
@lidatohidi
lida@pidari.com

24. Primer on Metrics
● MQL (marketing qualified lead)
● SQL (sales qualified lead)
● Pipeline
● ARR (annual recurring revenue)
● MRR (monthly recurring revenue)
● Pipe to spend
● LTV/CLTV (Lifetime value, Customer lifetime value)
● ACV (annual contract value)
● CAC (Customer acquisition cost)
● LTV:CAC (ration of lifetime value to customer acquisition
cost)

25. 80-200 Day Sales Cycle

26. WON
Email
Stage & Program
Nurtures, Email
Inbound
SEO, Social,
Direct, PR/AR
Programs
Sponsor,
Syndication, Partner
Paid Digital
SEM, Display,
Social
Field
Tradeshows,
Events
Paid Digital
Lead Accelerator,
Retargeting
RENURTURE
LOST
Outbound
Radius, Sales
Prospecting, Lists
Acquisition Channels
Nurture Channels
Field
Tradeshows,
Events
OPPTY
Early Stage 1-3
OPPTY
Late Stage 3-7
INQUIRY
Pre-MQL
LEAD
MQL-SAL
Offers
Content
Use Case Based, Vertical
Based, Research
High-Touch Offers
Demo, RDI, Case Study,
Selection Content,
Dinners
Conversion Content
Live Demos, Decks,
Datasheets, References
EXAMPLE DEMAND ENGINE