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Editor's Notes

• #3: Yes, any activities a library does or any service it offers, it’s unlikely these days that we’ll be the only people offering the service that people want. It’s really important when you make an offer to your patrons that you understand what other things will be in their minds, what other offers are being made to them that are similar, what other ways of achieving the same things people will have. Sometimes there’ll be obvious other ways like Google. Sometimes it’s less obvious: It may be a friend they know who can help them with the same thing, or a strong competitor may be doing nothing, as in: Why bother? It’s important to understand what our offer looks like compared with competing offers. If we don’t know that, we’re likely to think that just marketing something will make it attractive. But who else is there? Who are our rivals?
• #4: If you take the same piece of created content (a video, image, blog post, article, etc.) and share it on Facebook, Twitter, LinkedIn, Pinterest, Google+ and so on, you’re likely to get wildly different results. Many brands are now looking closer at the type of engagement they find on each social platform and customizing content for each network. One size doesn’t necessarily fit all in social media anymore, so now is a great time to evaluate what type of engagement you get and where and make plans to customize your content for each particular network. Just because you can automate content, doesn’t mean you should. Facebook allows status updates to be automated to Twitter, but twitterers find it annoying. Instagram allows your photos to be posted to Twitter, but photos uploaded directly to Twitter get much higher retweet rates. HootSuite enables you to post the same message to multiple social networks with one click, but your donor and supporters have no interest in following robots. Be very wary of miracle marketing automation tools. Mobile and social media require authenticity and a time investment to be effective.
• #5: can’t whip this up in a staff meeting it’s not a one time thing it’s not the person who makes the prettiest flyers. Ned Potter’s Guide to Libraries Doing Great Marketing Work Topeka and Shawnee County (Kans.) Public Library is the king of the digital branch. In my view, its website is everything a library website should be: dynamic, informative, varied, and stylish, in a way we should all aspire to. Go to the library’s website and have a look as soon as you finish reading this. Digital Branch Manager David Lee King, who is also a columnist for American Libraries, provides seven tips for an awesome library website as a case study in the book. New York Public Library is surely the most successful example of a library absolutely owning its social media. Staff members make excellent use not just of all the tools you’d expect, such as blogs and Facebook, but also the likes of Tumblr, Foursquare, and YouTube. With well more than 200,000 followers on Twitter (@NYPL), it’s the leader of the pack on that platform, and in the Toolkit, NYPL provides a case study to tell you how the library did it. Calgary Public Library, over the border in Alberta, Canada, proves that even in the age of social media, good old-fashioned advertising campaigns can be extremely effective. Its fantastic “Everything You’re Into” campaign has been plastered everywhere: on coffee cups, in grocery stores, and even jet-washed onto local pavement. It aimed to change perceptions, and it really worked. Columbus (Ohio) Metropolitan Library is a great example of a library that has brilliantly overhauled its marketing. It started by segmenting users by behavior, then rebranded its services to appeal to different groups, and moved forward from there. Library staff members provide a case study in the book about going beyond counting (outputs) to measuring behavioral change (outcomes). Troy (Mich.) Public Library recently came in fifth in a marketing-industry poll of most-effective advertisers in the US, just behind Microsoft and ahead of Ikea, Unilever, and American Express. Its most eye-catching initiative has undoubtedly been its incredibly brave (and fabulously effective) reverse-psychology book-burning campaign, which saved the library from closure. Watch the video about it on YouTube.
• #6: i don't have time is the grown up version of the dog ate my homework Donors are looking for more than just a place to get a tax benefit; they want to make connections and create impact. This means that your content marketing plan, your email communication—even your offline marketing efforts—need to be more about connecting with, educating and engaging your supporters and less about the pitch. Plan your marketing strategy for 2015 with the goal of creating deeper relationships and stronger connections with your constituents, and you’ll be more likely to see a boost to your bottom line. 1. You have to get to know your donors. Whether you’re in the nonprofit or for-profit sector, effective marketing only happens when you know who your audience is. After all, it’s hard to start a meaningful conversation if you don’t know to whom you’re talking. You need to gain a deep understanding of your donors and what inspires them to give—then deliver personalized content, just for them. If you haven’t already created donor personas for your organization, it’s time to get started. Donor personas are hypothetical representations of your ideal donors, based on real information about your current and potential donor base. They require you to reach out and get to know your supporters, so you can improve your communication and engagement tactics. Take the guesswork out of your nonprofit marketing strategy. Using our free Know Your Donors Field Guide, you can identify your donors and how you can reach them. Download the Know Your Donors Field Guide
• #7: Know that professional graphic design is essential for effective branding. Internet users have become highly advanced and now expect quality graphic design in all your online communications and fundraising campaigns. On social networks, they will make a snap judgment about your credibility based upon your branding. If your avatar, banners, and backgrounds are professionally designed, then users are much more likely to become followers. Whether they remain followers becomes dependent on how well your nonprofit understands and uses social networks.
• #9: Fact Sheets Mobile Technology Fact Sheet Highlights of the Pew Internet Project’s research related to mobile technology. (Note: This page will be updated whenever new data is available.) As of October 2014: 64% of American adults own a smartphone. As of January 2014: 90% of American adults own a cell phone 32% of American adults own an e-reader 42% of American adults own a tablet computer For the data behind device ownership trends, please visit our device ownership key indicator page. Some smartphone owners — particularly younger adults, minorities and lower-income Americans — depend on their smartphone for internet access. Of U.S. adults who own a smartphone, 7% are “smartphone-dependent.” For more information on U.S. smartphone ownership, visit this in-depth report. 67% of cell owners find themselves checking their phone for messages, alerts, or calls — even when they don’t notice their phone ringing or vibrating. 44% of cell owners have slept with their phone next to their bed because they wanted to make sure they didn’t miss any calls, text messages, or other updates during the night. 29% of cell owners describe their cell phone as “something they can’t imagine living without.” (Above info based on April 2012 data found in this report.) The demographic breakdown of cell and smartphone owners (January 2014): When distributing content on social networks, you need to assume that the majority of your content is being viewed on a smartphone or tablet. Studying how your nonprofit’s content is displayed on social networks on mobile devices will further illuminate how visuals often work best on both PCs and mobile devices, and thus highly impact your content strategy. write for mobile
• #10: Regularly getting in the habit of searching, sourcing, and posting, thus curating, interesting content to your social networks is a must-have skill for your new media manager.
• #11: Your nonprofit is not a person. It is a brand representative of a cause(s), and most causes require a tone that is smart, well-informed, and communicated with conviction. Much of the popular social media advice in recent years is given by people whose expertise is based on building their own personal brand, not the brand of a nonprofit or business. They often advocate that brands prioritize chatting and thanking their followers and that brands respond to every single mention or comment. It’s a strategy that works well for building a personal brand, but not for a nonprofit brand. Some informal engagement is required by nonprofits of course, but only in moderation. In most cases, the best practices of building a personal brand on social networks should not be applied to building a brand for your nonprofit. Building a strong personal brand requires “being human” on social networks, but building the brand of your nonprofit should focus more on becoming an expert resource and a compelling storyteller.
• #12: Posted May 11, 2015 Tweet138 Share39 Share111 Pin3 Nonprofit marketers don’t have it easy. You need to communicate the value of your mission, raise brand awareness, and draw supporters for your cause. On top of that, marketing trends are always changing, and it’s up to you to stay on top of how donors want to be engaged. Fortunately, there are some best practices that can amplify your marketing efforts and boost your chances of reaching your audience. Here are 10 lessons that can help ensure the success of your nonprofit’s marketing campaigns. 2. Visual storytelling should be top of mind. As content marketing gains traction in the nonprofit sector, more and more organizations are harnessing the power of visual storytelling. According to HubSpot, the brain processes visuals 60,000 times faster than text, so weaving graphics into your story makes it much more compelling and engaging. Get started with the following types of visual content: Photos and videos of those impacted by your mission Infographics relaying statistics about your cause Short-form videos to share on Vine or Instagram Vlogs or testimonials from fundraisers, staff, or volunteers Photos uploaded to Facebook get five times the interaction and engagement rates than posted links. Visually compelling photos uploaded to Twitter double retweet rates. Links shared on Google+ are mostly ignored while photos garner high +1 rates and shares. And Pinterest and Instagram, two of the most popular new social networks, are entirely image- and video-based. This reflects a seismic shift away from text to visual content. If you want your nonprofit to be highly shared, retweeted, +1’d, repinned, and liked, then you absolutely must have photo-editing skills and a digital image library to work with.
• #13: every library should be looking at the value it can offer its users in the way they live their lives, the journeys that they’re on during their busy days, and how it helps them get there. There’s no point in having (and talking about) resources when there is little value in the resource; the value only appears when the resource is in use. If you draw attention to the resource without explaining the outcomes that come from using that resource, you’re actually setting yourself up to be cut, because suddenly you draw attention to a pile of money being spent (for example on databases). All libraries need to look at their value. The other thing that is key is that not everyone perceives the same value in library services. So for every library doing marketing, it’s key to undertake segmentation, because it’s the differences that matter rather than the similarities. It’s no good looking for the one true way, but if you look at the value each segment attaches to the library, you’ve got the core of what marketing is about. Your planning should be driven by segments rather than the library as a whole, with an overarching strategy for the library. What brings in the business and activity are the segments.
• #14: Here’s how to learn what’s important to your network. NOTE: A vital prerequisite to effective personalization (you can’t be relevant without it) is having a system and processes firmly in place that ensure the quick, thorough and accurate tracking, logging and sharing of your audience profile or records. 1. Pinpoint three or fewer audiences Those who can do the most to move your marketing goals forward , and who are most likely to do so. If there are meaningful and distinct groups within each audience (individuals linked by shared wants, habits, and/or perspectives that provide a stronger avenue of connection for you), segment them out (no more than three per audience). 2. Get to know your selected audiences and segments Research their values, habits, preferences, dislikes, behaviors—including how they interact with your organization—then analyze your findings. Begin with each individual’s interactions with your organization, which you have (or will have) on hand. Capture and note elements such as: Move on to more meaty dimensions of your audiences—values, wants, priorities, preferences and interests. These insights will help you build the deep and really meaningful understanding that will enable you to connect with people at a core emotional level. Here are six quick and inexpensive approaches to understanding your audiences’ perspective (links lead to detailed guidance): Develop personas or profiles that typify a member of each audience or segment Create an ad hoc marketing advisory group to call on—briefly—as needed when you need insight from your base Listen to what’s being said about your organization and team online Survey via brief online questionnaires, motivating participation via email and social media Collect information on interests and more via transaction (giving, e-news and event registration) pages, email and conversations Analyze your website usage and email stats to see who’s interested in what topics, when they read and more. How To Capture, Analyze and Share What You Learn (and what your colleagues learn) What you learn about your audiences is only valuable when you log, share and analyze it across your organization, in a way that’s easy to access and search. Create, use and update regularly your robust contact database of records of your current network and prospects, where you can note all that you know. Ask and train your colleagues to do the same. The more robust your insight into each person you’re hoping to engage, the greater your probability of doing so—if you base the form and focus of your outreach on these insights. How to Use the Personal to Get Relevant 1. Personalize messages and content to connect Take the understanding you’ve gained to hone your messages or content as specifically as possible to each individual, as you would in a conversation. Your insights enable you to craft emotional messages—we respond first through the heart, then through the head; the right brain decides, the left brain justifies—which works only when you really understand whom you’re speaking with Focus on the sweet spot—the overlap of your audiences’ wants and values, and those of your organization—in your messaging Write short. Give your network only what they need to motivate them to act, and nothing more. 3. Go where your audiences already are As the number of channels or platforms increases, usage patterns diversify. You must track and analyze how your network is interacting with you to ensure you’re in the right place in the right way. The core channels for every organization are your website, e-newsletter and other e-outreach, and a Facebook presence (which must be nurtured to be of any value at all). Beyond that, your channels depend on where your audiences are, online and offline. One immediate priority is making your website and emails mobile device-friendly.