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Marketing Articles: Non-Profit

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  • It's OK to Repeat Yourself
    The news is out: consumers are changing their buying—and search—habits. SearchIgnite reports that users are taking longer to make purchase decisions online: the average time between when they click on an ad and convert on a marketer's website increased by 32.4% in Q1 2009 compared with Q1 2008. Ouch. In addition, ... more
  • You Sure Are Testy These Days
    Just because an email strategy works for one company—even one very like yours—that doesn't mean it will automatically work for you. "This is due to different cultures and expectations," says Debra Ellis in an article at MarketingProfs. "The only way you will know the best strategy for your organization is ... more
  • Gimme Shelter! Quick!
    The iPhone and iPod touch positively swept the Engadget Awards, winning Gadget of the Year, Smartphone of the Year, Handheld of the Year, Portable Media Device of the Year, and, finally, a spot in Editors' Choice. So, what's this mean for you? It means you need to be ... more
  • Beware the Spaminator
    The best email offer in the world won't accomplish much if it never reaches your intended recipient. Beware:  there are strong forces at work these days trying their best to block your messages! In a recent MarketingProfs article, Debra Ellis discusses three distinct deliverability hurdles faced by today's email marketers. Meet the spaminators: ... more
  • I'm In With the In-Crowd
    "We all like the comfort of the crowd," says Mark Brownlow in a post at the Email Marketing Reports blog. "The knowledge that others went here before us tells us we're on the right path." Because of this tendency to trust the wisdom of crowds, he argues, you can encourage opt-ins ... more
  • They Gotta Believe
    When writing copy for email messages, landing pages and a host of product descriptions, marketers need to be more than clear and concise; they must also persuade readers to click through and take action. To help you achieve this goal of engaging—and gently goading—readers, Brian Clark of Copyblogger offers tips like these: Say ... more
  • Hit Me Baby One More Time
    While most of the email you send contains stand-alone content, it's worth considering an ongoing campaign that engages your customers with multiple messages. "A series of emails is a great opportunity to build top-of-mind awareness and recall for your brand," says Keri Palasz in a post at the Listrak email ... more
  • Watch Your Finger on That Trigger
    "Trigger-based email is when you email a message to a customer in response to certain [behavior] or preferences," Valerie Khoo reminds us in a post at the Sydney Morning Herald's Enterprise blog. "The email is literally triggered by something the customer says or does, or is based on other information ... more
  • The New Paper-Or-Plastic
    "OK, so 'digital-or-print' is the new 'paper-or-plastic,'" says Doug Stern in an article at MarketingProfs. "[So, when is it] more appropriate to stick a stamp on [a marketing message] … than hit the Send button?" Before you make your decision, he recommends asking questions like these: What does this customer ... more
  • Tell Me More, Tell Me More
    Under normal circumstances, Dylan Boyd believes email copy should be clear and concise. He explains his straightforward rationale in a post at the Email Wars blog: "[I]f I get 500-700 emails a day in my inbox, then I need to know WHO, WHAT, WHY and What's in it for me. ... more
  • This is Only a Test
    "A great way to capitalize on the democratic medium of email is to put your burning questions, late-night hunches, and out-of-the-box ideas to the test with an A/B split test," says Megan Walsh in a post at the Email Experience Council blog. Here's some of her advice for using split ... more
  • Welcome Home!
    "A good opt-in procedure lays the foundation for a strong email program," writes Loren McDonald in an article at MarketingProfs, "but a well-thought-out series of welcome emails will help turn your newcomer into a long-term subscriber." A proper welcome program speeds up engagement, notes McDonald, and reduces list churn "because ... more
  • Case Study: How a Nonprofit's Web Site Redesign Increased Functionality, Public Interest, and Donations
    by Kimberly Smith
    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
  • Try Some Nonprofit Holiday 'Retail'
    "In these stressful economic times, it is more important than ever to build messages that resonate with your audience," says Winston Bowden in an article at MarketingProfs. "Like retailers, nonprofits should be thinking about how they can tell their story and leverage the holiday season." Here's some of his advice ... 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
  • Case Study: How a Nonprofit Used New Banner-Ad Technology and Market Insight to Create an Effective Viral Campaign
    by Kimberly Smith
    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
  • An Apple a Day
    "At some point just about every marketer is bound to look at something that Apple is doing and wish they could have done it for their own brands," says Rohit Bhargava in a post at the Influential Marketing Blog. But, he argues, the company's success relies on more than the ... more
  • Case Study: How a University Embraced Social Media and Scored Millions in YouTube Views
    by Nettie Hartsock
    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
  • Case Study: How Goodwill Attracted Hip Customers via Social Networking, a Virtual Fashion Show
    by Kimberly Smith
    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
  • Case Study: How a State Agency's Anti-Smoking Campaign Effectively Reached Teens via the Web, TV and Live Events
    by Kimberly Smith
    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
  • 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
  • Case Study: How a Software Company Became a Marketing Partner By Adding Mobile Data
    by Kimberly Smith
    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
  • Case Study: How a Nonprofit Moved Toward a For-Profit Marketing Model to Advance Its Nonprofit Mission
    by Kimberly Smith
    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
  • 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
  • Case Study: A Nonprofit Crafts a Compelling DM Strategy and Exceeds Its Conference Goals by 25 Percent
    by Jennifer Natsu
    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 ... more

Results for All Content » Marketing Articles » Non-Profit: 126 - 150 of 156

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