Content marketing for nonprofits
According to a recent report from Blackbaud, only 25% of nonprofits have a documented content strategy to guide their efforts. Content marketing is a strategy to write, produce, coordinate and share various content types (such as blog posts, social media updates, videos, photos, reports, and infographics) to attract and engage your community. Here at Big Duck, we think about content as it relates back to your brand (what makes you you and what makes you different) and how you can develop materials that your audience wants—not just what you think is important.
I had the chance to dig into this topic with expert, Kivi Leroux Miller, at a recent meeting of 501 Tech NYC (a local meetup for NTEN members and their friends). Kivi recently wrote a book on this very topic and gave us all tips on how to design and implement a content marketing strategy that will attract people to your cause, rather than begging for their attention.
If this is a topic you want to learn more about, start by watching the slides and video below. Then consider getting her book, Content Marketing for Nonprofits (Jossey-Bass, September 2013). In the book, Kivi offers:
- An eye-opening look at how nonprofit marketing and fundraising are changing, and the perils of not quickly adapting;
- Up-to-date guidance on communicating in a fast-paced, multichannel world;
- How to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurposing content; and
- Real-world examples from 100+ nonprofits of all sizes and missions
Here are the slides and video of Kivi’s entertaining and informative presentation.
Special thanks to Lane Beauchamp and Mo Brady of Broadway Cares/Equity Fights AIDS for donating their awesome video skills and filming the event.
You can also join our 501 Tech NYC group on Facebook—it is open to all.
Do you have a content marketing strategy? Tell us what works for your organization in the comments below.