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If you only engage in ordinary outreach activities – petition asks, email marketing and Google AdWord buys – you won't get noticed in a busy landscape where every nonprofit is vying for attention and support. Why? When everyone does the same thing, no one organization shines. Truly remarkable organizations get their marketing done for them – for free – by their most excited, committed, passionate and devoted fans. They earn it by providing exceptional member experiences, by being unique, bold and creative. Word-of-mouth isn't just about one-off gimmicks or "viral" campaigns. It's an overall approach to movement building based on a new online reality where everyday people have become the most powerful marketing department on the planet. In this session, we'll discuss how nonprofits and charities are creating remarkable online campaigns based on the theory and philosophy of movement marketing. You'll learn from experienced practitioners how to augment limited budgets with creativity and technology that will help your nonprofit get talked about. Takeaways:- An understanding of the theory of online movement building- Real-world examples of remarkable online marketing projects- Inspiration to be creative in their own work
Citation preview
The Remarkables: How Non-Profits Win with Word of Mouth Marketing
Julie Szabo and Theodora Lamb
Heartbeat Activities
Website content
Search engine optimization
Email marketing
Press releases
Social media updates
Online advertising
Connect with your Community
Call for action
Raise money
Shine a light on members
Engage members further
The Problem
Remarkables
“Safe is risky, and risky is safe.”
- Seth Godin
Recruits new members
Inspires actions & activities
Connects with influencers
Tells a story
Increases attention
Improves web presence
How Do You Make Remarkables?
Change the medium of the message.
Say it visually.
Riff on what the web loves.
Enable user contributions.
Heartbeat and Remarkables Working Together for Good
Heartbeat Activities
Heartbeat Activities
Heartbeat Activities
Heartbeat Activities
Community Feedback
Heartbeat Activities
Community Feedback
Remarkable
Heartbeat Activities
Community Feedback
Remarkable
Result: Unprecedented Community Engagement
Heartbeat Activities
Community Feedback
Remarkable
Result: Unprecedented Community Engagement
Heartbeat Activities
Community Feedback
Remarkable
Result: Unprecedented Community Engagement
The Greenest City Plan
2020
Word of mouth ROI
More actions
Less fatigue
Stronger volunteer power
Impact
Relevance
Ups the cool factor
Ingredients
Strategy: WOM
Make great, sharable content
Some budget
Engaged members
Staff resources
Who wants a book?
Questions?
@julieszabo, @theolamb, @birocreative
http://www.delicious.com/dbarefoot/mcc11
Photos by Caro Wallis, marie.joi, Naida Folgado, Julie Szabo and
Darren Barefoot
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