Online marketing via Google AdWords, Facebook or YouTube is an under-utilised option for many Australian nonprofits. We’ll talk more about this in weeks to come. Meanwhile though here’s one rule for new players: aim squarely at your key audiences unless you have as big a marketing budget as say… Bon Jovi. They which seems to be squarely aiming for some unlikely targets. Is this the best use of their dollar? We guess, that premium seating now comes with complimentary program and knee rug.
Jobville.com.au Australia’s free-for-nonprofits recruitment website has extended its free-for-absolutely everyone offer until September 1.
It’s the one Australian job board offering free jobs listings for HR folk everywhere. We list volunteer positions,overseas positions, government and suitable corporate positions.
The site continues to attract new employers including: Reach Foundation, Make-A-Wish and National Institute of Circus Arts.
Before people transact with you they ask themselves a series of questions:
What does this organisation offer me / what do they do exactly?
Why should I choose this particular organisation?
What’s special / different about this organisation?
Regardless of the nature of the transaction – a purchase, an enrollment, attendance, a donation or some other form of support; the questions are there. Sometimes prospects ask themselves these questions distinctly and investigate but most times they simple assess you sub-consciously.
How convincingly and succinctly you answer these questions has a huge influence on how many people are converted from browsers into buyers. (And again we mean “buyers” in many forms from donors to volunteers.)
You answer these questions with your value proposition.
Marketing fundamentalists rate value propositions highly as you’ll see in our post about conversion formulas which really is worth reading.
How well do you explain what you do, the value you offer and that you are worth choosing?
Value propositions are easily mistaken for other parts of the marketing game including: mission, vision and values statements (urgh!) and slogans. One thing all three have in common though is that initially, you’ll express your value proposition in words. Short, sharp, persuasive words.
You have to decide what aspect of your many and varied positive qualities you wish to highlight to get the prospect’s business. You might draw a longer bow than you initially think appropriate.
Some value proposition examples: Let’s say you offer an online conflict management classes for parents of teenagers: Teen Tamers.
“Teen Tamer is the convenient, online parenting skills course. Eight sessions in your home to a happier home.” (Emphasis on ease, speed and convenience.)
“The Teen Tamer program was created by real parents of real teens, living in the real world. Let them teach you to tame yours.” (Emphasis on the practicality of the content and empathy of the teachers. Highlights the lack of psychologists and theoretical experts.)
“Our online Teen Tamer program allows you share your challenges, but not your identity.” (Emphasis on privacy.)
Too few nonprofits make their value proposition clear enough, fast enough, persuasively enough. Conversion XL has an interesting post about this.
We’re developing websites for Inner Melbourne VET Cluster, a family violence network in regional Victoria and Merri Community Health Service.
This will be our second website for a community health service having launched Inner South Community Health Service’s new site late in 2012.
We’re also shooting a series of videos for Merri.
Aside from that; there’s torrent of training and emceeing for the Australian Climate Commission, City of Boroondara, Fundraising Institute of Australia, Key Employment, Our Community and many more.
We’re also planning our 2013 public training workshops.
We’ve whelped another website here at Hootville: www.3millionreasons.com.au for our dear client Leading Age Services Australia which represents age care providers, residential and community-based.
It’s part of a campaign we helped develop to improve funding for the several hundred thousand professionals working in the sector.
The campaign and website’s title comes from the stat that 3 million Australians are aged 65+. We need more professionals to care for them. Worse; with our growing and ageing population we need to find a 300% increase in age sector professionals by 2050. (Thinking of a career change? Call us.) Anyhow – notable features of the site:
This website features a gateway. Our client is eager to garner signatures to the campaign so we created an unavoidable gateway or landing page with a very simple sign-up form. Please sign up won’t you…
We created printable posters which people can print off and display – particularly in their age services workplaces. We are encouraging supporters to be photographed with the posters and send them in and – guess what – they are.
Grab your specs and read this stuff as it’s good for you:
Choice magazine investigates donors’ feelings towards Australian charities and their fundraising tactics. Tip: remember to read page 2 which is a little hard to find.
a charming column from a journalist and self-proclaimed word snob with an enviable CV shares some banned words from the Washington Post and more. Thanks for the tip Sash Fong.
Twitter + signature = Twignature. Intrigued? Read on.
Learn why some videos go Rebecca-Black-viral and others less so from a Wharton College assistant professor who should be busy preparing his lectures.
This hipster seems to be failing to set the social media world alight and is considering quitting.
Brits have closer, more passionate relationships with their supermarkets than we in Oz. After all, some grocers have histories longer than our period of European settlement. No wonder Napoleon famously described Britain as “une nation de boutiquiers” – a nation of shopkeepers.
The recent horsemeat scandal has rocked faith in supermarkets and supply chains.
Roll in the crisis manegement experts.
One move from the classic crisis playbook is the full page newspaper advertisement / apology.
We don’t really like corporations but when they (or their agency) write well, we pay credit. This ain’t half bad – for a company that sold horsemeat. Would you be so conversational in a crisis? Hope so.
Keen non-profit-related tweeter @Mikaela_Lee brought this guide to using Pinterest for your brand to our attention. Actually it is a list of questions. Regardless; it is well worth reading. We’d be interested in your take on the new(ish) phenomenom. Is it working for you? Or just another passing fad? Or both? Above is a screenshot from Squiggle’s Pinterest board.