• Don't Forget Those News GuysNon-Profit
  Last month, we offered a bunch of options for optimizing your local search advertising. Well, here's a way to extend your local search marketing options even further: through your good-old local news guys. In a recent article at Search Engine Land, KeyRelevance's Chris Silver Smith suggests three ways to optimize ... more
• [Your Name Here]Non-Profit
  Marketing messages with personalized subject lines usually fail to impress DJ Waldow. "[Most] of those emails use my first name as the 'hook' to get me to open," he writes in a recent post at the Email Experience Council blog. "This never works for me. Never. I know it's fake. ... more
• Here Today, Bored TomorrowNon-Profit
  You've done a great job of cultivating your email list—and your subscribers have rewarded your efforts with extraordinary loyalty. So far, so good. But Mark Brownlow of Email Marketing Reports says such best-case scenarios come with their own unique set of pitfalls: Becoming complacent. When you don't have to ... more
• Good Design Doesn't Just HappenNon-Profit
  Ever wonder how great search results end up that way? Well, in a recent post at the User Interface Engineering blog, Jared Spool says there are no shortcuts to search-result success. According to Spool, "There is no way you can produce a great search-results page [on your website] without spending ... more
• Does This Look Like Spam to You?Non-Profit
  "We all have opinions about what constitutes spam," begins a post at the Marketance blog. Indeed, while some would argue that meeting the letter of the CAN-SPAM law puts you in the clear, others insist such legislation is merely the jumping-off point for best practices. In the end, spam is ... more
• Death by Email: A Quick How-toNon-Profit
  There are infinite ways to destroy an email marketing program. And in a recent humorous post at the Deliverability.com blog, Andrew Kordek explains how to ruin your reputation in nine easy steps. It's easier than you think! Among Kordek's "tips": Blather. "First and foremost," he begins, "you need to understand ... more
• Get Out That RakeNon-Profit
  "Dog Whisperer" Cesar Millan had a problem. With an abysmal delivery rate of 81.29 percent, his email campaigns weren't getting through to many of the people who wanted them. "The company was constantly getting complaints from its subscribers," explains a mobileStorm case study. "Consumers claimed they hadn't received Cesar Millan's ... more
• Expand Your Local HorizonsNon-Profit
  For the small-business owner, getting your name out via local search is a must. And to many marketers, that means optimizing for Google's universal results. After all, Google is the leader of the search-engine pack these days. But as David Mihm points out in a recent article at Search Engine ... more
• 3-2-1 Blast Off!Non-Profit
  If you read many email marketing blogs, you've probably noticed their authors tend to hate the word "blast." Scott Cohen is no exception, and—in a post called "The Naughtiest Word in Email Marketing"—he discusses "its general evilness and lack of thought about the recipients." Here's why he believes the word should ... more
• You Make It Easy to Stay FriendsNon-Profit
  When your company generates revenue from annual subscriptions or memberships, renewal rates are critical to your bottom line. To keep them high, Winston Bowden recommends email programs that use date-based triggers to send automatic renewal notices. In an article at MarketingProfs, Bowden suggests your renewal campaign might include components such ... more
• Caution: This is NOT a DIY ProjectNon-Profit
  While enjoying a recent meal out, Richard King got into a friendly conversation with a fellow diner about his work in email marketing. "After 15 minutes our discussion [came to] the famous question," he recounts at the EmailDirect blog. "'Why wouldn't I just do that in-house?' I quickly replied with ... more
• Fist-Bump Your Card-Stack Into OblivionNon-Profit
  The sun is setting on the tyranny of business cards—that stack of stiffs that seems important as you add to it again and again, but which you never really get the chance to sort through later. Well, hail and farewell!  One application precipitating the demise of these paper dinosaurs is Bump, which pretty much turns ... more
• Hey! Is This a Bait-and-Switch?Non-Profit
  In a post at the FutureNow blog, Bryan Eisenberg recalls an email from Nikon that caught his attention with the subject line "My Picturetown—20GB for just a few cents a day!" So far, so good. But clicking on the message's call-to-action—Store my photos and videos—led him to a landing page ... more
• Yum! That Smells Good!Non-Profit
  Here's a juicy tidbit to chew on: One of the reasons Facebook is such a force in the social scene is that it makes it easy to catch up with friends without actually having to talk to them. Yep, you got it: Your Newsfeed outfits you with their latest photos, blog ... more
• Form the Perfect SEO StormNon-Profit
  Applying SEO best practices like keyword research and link-building is a surefire way to start increasing your search rankings. However, in a recent Search Engine Watch post, Chris Boggs warns us not to forget the non-SEO ways to get websites consistently ranked for relevant desired terms. "SEO involves getting lots ... more
• Taking eBaby StepsNon-Profit
  "For small businesses, it can be a challenge to look uber-polished and sophisticated with every communication and customer-relationship tactic," says Heather Rast in a post at the Insights & Ingenuity blog. "The reality is that small-business budgets are, well, smaller than that of their mid- or large-sized counterparts." And that ... more
• Avoid Back Alleys at All CostNon-Profit
  "Imagine if a customer in one of your stores asked a rep where to find a particular product and that rep directed [her] to a door that led to the alley behind the store," says Chad White in a post at the Retail Email Blog. "What do you think that ... more
• Can We Link Up Sometime?Non-Profit
  What are two of the biggest obstacles companies face in link marketing? Consultant Justilien Gaspard believes they are: (1) developing linkable content, and (2) making people aware of it. In a recent Search Engine Watch article, he offers advice on how to overcome these Big Two and start linking up with hot ... more
• Get HorizontalNon-Profit
  If you worry that an email with a horizontal (left-to-right) scroll will confuse your subscribers, Dylan Boyd is prepared to disagree. Unless it tests well, he doesn't suggest using this type of scroll as a regular feature, but he does think it can serve as a useful interrupter that spurs engagement. ... more
• Quiet on the (Twitter) Set!Non-Profit
  Recently, TubeMogul reported that Twitter refers some of the least-fickle viewers to video sites, with tweeties watching videos 36.91 percent longer than those referred by Facebook, and 49.98 percent longer than those referred by Digg. Got dreams of broadcasting live to this eager bunch? Now you can! Ride the statistical wave ... more
• Stop Blaming the RecessionNon-Profit
  In recent months, argues Lisa Barone in a post at the Outspoken Media blog, we've had a ready and convenient excuse when things don't go our way. It doesn't really matter what the setback might be; the simple act of blurting out "recession" seems to cover a number of professional ... more
• Top 15 Community-Related Search Terms, June 2009Non-Profit
  The top community-related search terms in June were led by "freecycle," "aarp," and "ymca." The top 15 terms deal mostly with nonprofit and charitable organizations. more
• Avoid Gmail's Black HoleNon-Profit
  In a post at Copyblogger, Sonia Simone reports on a recent study from Return Path that found 23 percent of permission-based email never reaches the inbox of Gmail users. "No, I'm not saying it goes to a junk box," she says. "Most of it doesn't get delivered at all. No ... more
• How Can I Find the Words?Non-Profit
  In a recent post on the SEO.com blog, Dustin Williams notes that every successful search campaign starts with finding the right keywords. It's important to not rush that precious keyword research, he says, because, "the goal is not only to rank well for many search terms but to also rank well ... more
• A Whole New Way to UnsubscribeNon-Profit
  As an email marketer, you'll be, well, interested in a new development at Gmail. "Some of you already use the 'Report Spam' button on all kinds of unwanted email," Brad Taylor tells users in a post at the Gmail blog, "and for that we're very thankful: The more spam you ... more

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Non-Profit articles by the best and brightest in the field

• 11 Tips for Challenging Government-Marketing Myths and Reaching Buyers by Becky Sheetz-Runkle
  Just as selling to government is different from selling to any other industry, marketing to government requires a distinct approach. Although there is no shortage of ways to reach government buyers, some ways are better than others. To help shatter myths and guide you to a sound strategy, compiled below ... more
• Holiday Email Tactics for Nonprofits by Winston Bowden
  Retailers have been aggressively planning their holiday marketing strategies for months. In these stressful economic times, it is more important than ever to build messages that resonate with your audience. Like retailers, nonprofits should be thinking about how they can tell their story and leverage the holiday season. In this article, ... more
• MarketingProfs Book Club: Q&A with 'Robin Hood Marketing' Author by Christina "CK" Kerley
  The MarketingProfs Book Club is back! "Robin Hood Marketing" shows how to sell your cause as successfully as the great marketers of corporate America sell their brands and products. Here's how nonprofits can "steal" tactics from the big brands. more
• Basics of Strategic and Tactical Pricing by Joy Joseph
  As one of the 4 Ps of marketing, pricing is the most direct way of communicating value to customers. It has the most direct impact on bottom-line performance. At the same time, price as a marketing instrument is tricky. Here's the basics of pricing from both a strategic and tactical ... more
• Q&A: PETA's 'Gorilla' Marketing Tactics by Ann Handley
  No matter how you feel about PETA, as an entity or a cause, you probably know its marketing. Even those don't admire it, in other words, are likely aware of it. Pointed, outrageous, admired and criticized, PETA's messaging is the type that makes the audience sit up and take notice. more
• Corporate Philanthropy That Fits All: How Any Business Can Do Good - and Benefit by Elaine Fogel
  The precedent-setting commitment of Warren Buffet and Bill Gates to charitable work is bringing corporate philanthropy to the forefront. After many years of corporate scandals and Sarbanes-Oxley news, the tipping point has arrived. Corporate philanthropy is good—both for business and the nonprofits that benefit from it. And the better news ... more
• Strategic Social Marketing for Nonprofits by Nedra Kline Weinreich
  If you run a nonprofit, you know that marketing is essential to your mission. To many nonprofit managers, marketing equals fundraising and nothing more. But your organization exists for more than just bringing in donations. By using social marketing methods, you can boost the effectiveness of programs and activities that ... more
• Cause Marketing: Good Deeds as Good Business by Sherlyn Manson
  Consumers want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel good about. Here's how smart companies are responding (and how your organization can, too). more
• The Nonprofit Business and Marketing Plan—Part 2: A Guide for Marketing by Elaine Fogel
  Taking the time to create a written Marketing Plan is the icing on your Business Plan cake. Without it, it's difficult to achieve your business goals. Having a solid Business and Marketing Plan in tow enables you to evaluate any new opportunities to see whether they fit into your plan ... more
• The Nonprofit Business and Marketing Plan--Part 1: Your Road Map by Elaine Fogel
  In the nonprofit sector, many organizations operate without a strategy or written annual plan. Even some small-to-midsize businesses have avoided the task of developing written plans, focusing instead on generating revenue and simply staying alive in their markets. But going through this exercise is an important step in developing a ... more
• Cause-Related Marketing: Does Corporate America Genuinely Care? by Elaine Fogel
  When corporate America participates in cause-related marketing programs, it enhances its image, customers show greater loyalty, the public recognizes companies as good corporate citizens, and the companies gain a competitive advantage in staff recruitment and retention. But does corporate America really care? more
• Brands, Millennials and Universities by Joseph Benson
  How well do you understand the "customers" of your university, and what do you know of their lifestyles and buying behaviors? more
• Cause Marketing: Taking a Cue From the Private Sector by Kathy Klotz-Guest
  Are you working for a nonprofit or promoting a social cause? Many of the for-profit rules about marketing strategy apply there, too. more
• Dear Tig: Sales Cannibals, Selling Not-for-Profits, and Who “Owns” Advertising? by Tig Tillinghast
  Tig's back with another installment of his Dear Abby for Marketers. This week, do offline sales cannibalize online sales? Also -- who "owns” advertising? The agency, or the client who inspired the work? more
• Branding the Non-Profit  by Kristine Kirby Webster
  Here's what non-profits need to know (and what for-profits can learn) about branding. more
• Passion Marketing by Jonathan Schreiber
  Want to put passion into your marketing plan? Learn how the best non-profits do it. more

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Non-Profit case studies, deconstructing real life examples and illustrating lessons learned

• How a Nonprofit's Web Site Redesign Increased Functionality, Public Interest, and DonationsAcumen Fund
  CASE STUDY: For nonprofits like the Acumen Fund, which uses philanthropic capital to help finance foreign entrepreneurs, the human story is key for capturing the attention of would-be volunteers and investors. Here's how a site redesign helped in a big way. more
• How a Nonprofit Used New Banner-Ad Technology and Market Insight to Create an Effective Viral CampaignThe Blue Cross
  CASE STUDY: Founded in 1897, the Blue Cross is one of the UK's oldest animal welfare charities. It built an online community of pet owners - then launched a viral campaign, including rich media, that had people flocking to the social network. more
• How a University Embraced Social Media and Scored Millions in YouTube ViewsCarnegie Mellon University
  How does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign. more
• How Goodwill Attracted Hip Customers via Social Networking, a Virtual Fashion ShowGoodwill of Greater Washington
  Goodwill Industries receives generous donations of clothing, many in good shape and by popular brands, but is perceived as a purveyor of low-quality, outdated merchandise. With a social-media marketing campaign, the nonprofit was able to change that perception and connect with young professional women who buy vintage clothing. more
• How a State Agency's Anti-Smoking Campaign Effectively Reached Teens via the Web, TV and Live EventsColorado State Tobacco Education & Prevention Partnership (STEPP), a division of the Colorado Department of Public Health & Environment
  One of the more successful tobacco control programs is the "Own Your C" campaign commissioned by the state of Colorado, which has effectively found ways to resonate with this hard-to-reach demographic. more
• How a Software Company Became a Marketing Partner By Adding Mobile DataSalesTrac, Inc.
  When the clients of SalesTrac, Inc., were looking for more in-depth consumer insight to determine the effectiveness of their promotional events, SalesTrac seized the opportunity to provide increased value through an all-in-one system that added survey management and real-time reporting of consumer feedback to its services. Check out the results. more
• How a Nonprofit Developed Marketing Materials That Spoke to Its Culturally Diverse Audience, Bringing in New MembersSan Francisco Health Plan
  A nonprofit health-plan provider serving lower-income San Francisco residents was designed for and by the residents it served. The health plan said it took "pride in speaking the language" of its local residents—but the community has large Hispanic, Vietnamese and Chinese populations, as well as other ethnic groups. more
• How a Nonprofit Moved Toward a For-Profit Marketing Model to Advance Its Nonprofit MissionMuseum of Science, Boston
  For more than a century, Boston's Museum of Science has depended on government grants and donors to finance its stated goal of encouraging "interest in and further understanding of science and technology and their importance for individuals and for society." The Museum attracts about 1.6 million visitors a year, including more than 50,000 members who visit regularly. Corporate branding and marketing for fundraising purposes hadn't been given much thought, but in 2001, as the U.S. stock market collapsed and the global economy slowed, the Museum found itself stretched for donors. It realized it was time to start marketing itself. Pioneering any major change naturally involves its share of challenges; this study reveals how one very traditional organization was able to make the transition. more
• A Nonprofit Crafts a Compelling DM Strategy and Exceeds Its Conference Goals by 25 PercentThe Points of Light Foundation
  The Points of Light Foundation's annual event had grown moribund, and the house list stagnant, says Chief Creative Director Todd Potochnik. But he and his team were able to boost attendance from the previous year's conference by more than 25% and garner an 85% "satisfactory or above" approval rating from attendees. more

Non-Profit: See all 9 case studies

Non-Profit online seminar broadcasts from the best minds in marketing

• Creating Profitable Marketing Partnerships with NonprofitsAttendee rating:  - Aug 23, 2007
   

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Non-Profit marketing downloads for the busy professional

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