Marketing/Branding Strategies For Your Website
Check out the attached powerpoint presentation featured at the NTEN '07 Conference - "Building Your Brand from the First Click" - really helpful how-to's on creating a successful branding image for your non-profit (or not) organization.
From Kevin Bulger:
Link back to the original thread
Marketing Strategies For Your WebsiteI have been given the task to increase the viewership and participation in www.sflregionalequity.org (a website dedicated to achieving greater equity in the Southeast Florida region through promoting and enabling affordable housing, transit-oriented development, stronger neighborhoods, and equal access to education and health)...
I believe in the cause and I think demand for the website is out there. However, I did not know how to best get the word out. At first I spent approximately 60 hours identifying 1800 possible organizations and local activists who would possibly be interested in the purpose of the site. I then went ahead and emailed and snail mailed invitations to the website with very little response. I believe that of the 1800 pieces of mailings I received 2 phone calls and 7 emails. So that tactic did not get the results I was hoping for.
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If anyone else has the assignment of increasing participation in a website or project and would like to share your experience let me know! I think working on similar projects and having others share their input really helps, and it makes the whole process more enjoyable.
Some outside the box ideas
Perhaps prominent local media - TV, Radio, Newspaper interviews.
Almost everyone likes a good human interest story.
Your NP is certainly a good fit.
That would also be high profile.
Use low / no cost outlets.
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if you haven't already, consider adding your web page link to your email signature and having co-workers add it to theirs
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Register with www.goodsearch.com and add that to your signature. (As an alternative to my previous suggestion). Not only publicity but fundraising as well.
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Indirect visibility - Flickr, Yahoo Answers, Yahoo, or Google Groups (on relevant topics / subjects) Find (or start) relevant groups, post relevant pictures etc.
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Post info at local public locations - Post Offices, Libraries, Churches, etc.
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Sponsorships, get others to advertise, advocate your
cause - force multipliers - local events -
Get a silly suit, stand on a busy corner with a sign and broadcast your website to rush hour traffic
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Get kids to volunteer, they've got time and energy and maybe some good ideas
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Give people a daily, weekly, monthly (periodic) reason to come back to your website (and to tell others about it) - it's all about content
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What are other local, regional, national orgs doing to promote their websites - what ideas can you cost effectively (legally) copy?
Just a few off the top of my head...
Good luck.
Here's a relevant reference:
"Nonprofit Internet Strategies - Best Practices for Marketing, Communications and Fundraising"
It's available in print as well as an e-book, and you might be able to get it
from your local library.
Here's a link that might help you find it:
