Digital Marketing Therapy

It's that time of year again – planning season! It's one thing to put together your strategic goals for your organization, it's another to put a marketing strategy together that will support that. Whether you're launching a new initiative, gearing up for a capital campaign, or just looking to grow your reach, your marketing plan should work in tandem. We'll walk through how to align your marketing efforts with your organizational goals, identify your target audience, and create a plan you can actually stick to. 

What you'll learn:

→ How to review your goals and data to inform your marketing strategy → Tips for evaluating your current marketing efforts and identifying what's working (and what's not) → Strategies for collaborating with other nonprofits and tapping into new ideas → Steps to create a detailed, executable marketing plan for 2025 → Advice on staying realistic and avoiding burnout during the execution phase

Want to skip ahead? Here are key takeaways:

[04:22] Trust the data over your personal opinions. Reviewing regular who your audience actually is will help you determing where you show up. It will also help you refine your messaging. [11:01] Review the data around the current marketing efforts you are doing. Focus on the marketing tactics that are actually converting, and don't be afraid to let go of what's not working. [14:59] Avoid the shiny objects throughout the year. Instead, maintain an “idea folder” to capture new concepts, and revisit it during your planning process. [17:48] Build a calendar based off of your goals and relevent times of the year for your area of service. Map out a detailed content calendar to ensure a steady flow of relevant, engaging material.

Resources

EP 215 | Create Your Social Media Publishing Schedule

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

Hey there! In this episode of the Digital Marketing Therapy Podcast, Sami Bedell-Mulhern is sharing her top tips for getting your team involved in your year-end fundraising efforts. Fundraising can be a lot of work, especially during the busy holiday season, but Sami has some great strategies to lighten the load and make it more fun.

What you'll learn: → How to engage your board, volunteers, and donors to support your year-end campaign → Specific ways to get your board members involved (beyond just setting a fundraising goal) → The power of peer-to-peer fundraising campaigns → Ideas for partnering with corporate sponsors and utilizing volunteers

Want to skip ahead? Here are key takeaways: [03:37] Get specific with your board. We don't just want to say, hey, here's our year end fundraising goal. Who can you reach out to? It's Hey, we have a goal of every board member introducing us to five new people for year end so that we can send them this particular mailer. [04:56] Create a promo kit, and we'll link up that episode in the show notes. This promo kit includes sample email language, sample social media, copy, imagery, all of the things that are going to make it easy for your board members to click, copy, share. [06:15] Who can you reach out to that you know is just obsessed with your organization, and this has nothing to do with their capacity to give, right? This is what I think is so beautiful about peer to peer, is that if we can reach out to the people that we know are real champions of our organization. [08:15] How can you create a fun campaign within their employee base, right? How can you maybe get fun with it? You know, is it a food drive? Is it like everybody bring in $1 on this day, whatever it might be. [09:42] Dedicated volunteers can make phone calls to existing donors, providing a personal touch and sharing information about the organization. Starting phone call campaigns now can help build relationships and secure donations before the end of the year.

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

The year-end giving season is a busy time for nonprofits, with donations pouring in and teams scrambling to keep up. But the real work begins after the gifts are received – it's all about following up with donors to show your appreciation and nurture those relationships. Get practical tips and strategies to help you nail your year-end donor follow-up, so you can start 2025 on the right foot.

What you'll learn:

→ How to analyze your donor data to set realistic follow-up goals → Ways to engage your board in the donor stewardship process → Ideas for personalizing thank-you messages (beyond the standard receipt) → Tips for nurturing new donors with email sequences → Creative strategies to show appreciation to long-time supporters

Want to skip ahead? Here are key takeaways:

[03:31] Start with the data. Understand your donor data to create an attainable follow-up plan, including the breakdown of new vs. repeat donors and common donation amounts. [05:56] You don't have to do it alone. Leverage your board members to write personalized thank-you notes, which you can then send out quickly as gifts come in. [06:42] Think about how you can stand out from other organizations. Use tools like Loom and Zoom to record personalized video messages, tailoring the delivery method to each donor's preferences. [08:22] Automate what you can so you can free up your time for one-on-one outreach. Set up an email nurture sequence for new donors to help them get to know your organization better and set expectations for future communication. [10:45] Thank EVERY SINGLE DONOR!!!!! Remember that every donation, no matter the size, is significant, so be sure to express gratitude to all your supporters.

Resources

EP 265 | Your Board’s Role in Donor Stewardship with Sabrina Walker Hernandez EP 273 | Crafting the Perfect Year End Emails with Vanessa Chase Lockshin

 

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

It's that time of year again – year-end giving season is just around the corner! In this episode, we're thrilled to have Vanessa Chase Lockshin, a fundraising expert specializing in digital fundraising and storytelling, share her top tips for executing successful email campaigns as part of your year-end giving strategy. Vanessa has helped clients raise millions of dollars through email, and she's here to share her wealth of knowledge to help you maximize your efforts.

This episode gives you the step by step plan for how many emails need to be sent from Giving Tuesday through the end of the year. You'll also get the strategies to build and plan for a smooth process. Don't forget follow-up, we talk about that as well!

What you'll learn:

→ Why email is the most effective digital direct response marketing channel → How to start planning your year-end giving email campaigns now (even in September!) → Strategies for email list segmentation and personalization → Best practices for Giving Tuesday email campaigns → The importance of donor stewardship and follow-up after donations

Want to skip ahead? Here are key takeaways:

[04:23] Start to plan your year-end giving email campaigns early. Building messaging and narrative momentum is key to a successful campaign Keeping donors engaged and stewarded is crucial for repeat giving. [08:03] Determine the right email frequency. Don't worry about over-emailing. Staying top of mind is important. Find the right balance between too many and too few emails. Understanding that testing is important and pay attention to trends over the years. [10:40] Remember the power of email list segmentation and personalization. Optimize fundraising by making the right asks to the right people. Tweak core emails for different audience segments. You don't have to rewrite full campaigns for each segment. [12:41] Giving Tuesday email campaigns are still helpful even with all the hoise. Craf compelling messages that go beyond just asking for a donation. Determe the right email cadence leading up to and on Giving Tuesday which includes multiple emails on that day. [19:26] Don't forget the he importance of donor stewardship and follow-up. Closing the communications loop with donors and providing updates on impact will keep them engaged. Use personalized emails and stories to connect with donors.

Resources

EP 128 | Creating Campaigns with Stories with Vanessa Chase Lockshin  Vanessa's email cohort program

Vanessa Chase Lockshin

Consultant specializing in non-profit storytelling, fundraising and communications

Vanessa Chase Lockshin is a fundraising consultant specializing in digital fundraising and storytelling.

She's the author of The Storytelling Non-Profit: A practical guide to telling stories that raise money and awareness, and the creator of immersive online training programs for non-profit professionals.

Vanessa has helped clients raise millions of dollars, including helping Variety BC build an email program from the ground up that raised over $ 2 million in three years.

Vanessa’s fundraising career started at The University of British Columbia, her alma mater. Her clients have included: Barnard College, Meals on Wheels Association of America, Girl Scouts of the USA, British Columbia Children’s Hospital, Senior Medicare Patrol, The Dixon Transition Society, Zanesville Museum of Art, Win Without War, and OpenMedia.

Learn more: http://www.thestorytellingnonprofit.com

Learn more: http://www.thestorytellingnonprofit.com

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Search Engine Optimization (SEO) is how you set up your website to get more organic traffic. SEO may seem daunting, but we break it down into actionable steps that any organization can implement. Whether you're new to SEO or looking to refine your strategy, this episode is packed with valuable insights to help you get found online.

What you'll learn:

→ The key factors Google uses to rank websites (E-A-T and YMYL) → Strategies for creating high-quality, user-friendly content → The importance of internal and external linking → How to optimize blog posts for better search visibility → Tips for updating and repurposing existing content

Want to skip ahead? Here are key takeaways:

[03:00] Pay attention to the Google Ad Grant and how it can support your organization's goals. The Google Ad Grant provides eligible nonprofits with $10,000 per month in free advertising on Google. By ensuring your website is properly optimized for SEO, you can take full advantage of this grant and reach your target audience through both organic and paid channels.[07:29] Focus on creating a great user experience through your content. Google places a strong emphasis on the quality and relevance of your content. Ensure that your blog posts and other web content are engaging, informative, and meet the needs of your audience. This will not only improve your search rankings but also provide a better overall experience for your visitors. [08:03] Link to other relevant content on your website to build trust and provide more value. Internal linking helps search engines understand the structure and relationships between the different pages on your site. It also allows visitors to easily navigate and discover more of your content, improving their experience. Additionally, linking to authoritative external sources can further establish your organization's expertise and trustworthiness. [10:00] Utilize tools like Rank Math or Yoast SEO to optimize your blog posts. These plugins can help you ensure that your blog posts are properly optimized for search engines. They provide checklists and guidance on elements like meta descriptions, keyword placement, alt text, and more. Taking the time to optimize your content can make a significant difference in your search visibility. [14:00] Regularly review and update your top-performing content for better rankings. Updating and refreshing your existing content can be a powerful SEO strategy. By keeping your content current and relevant, you can maintain and potentially improve your search rankings without the need to create entirely new content from scratch.

Resources

Rank Math SEO: https://rankmath.com/ Yoast SEO: https://yoast.com/ Ep 88 | Google Ad Grant and How to Maximize it: https://thefirstclick.net/88 Ep 271 | Turning Existing Content into Blog Posts: https://thefirstclick.net/271

 

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

You're already creating a lot of incredible content – so reuse it! You do. not need to create brand new for your blog posts. Simply repurpose things that already exist and turn them into blog posts! Once you listen to this episode, you'll start to come up with ideas from content you are creating everywhere! I can't want to hear what creative elements you come up with.

What you'll learn:

→ How to transform your annual report into multiple blog posts → Ways to highlight common donor questions and objections in blog content → Tips for embedding videos, podcasts, and other multimedia into blog posts → Strategies for repurposing content from press releases, social media, and email newsletters

Want to skip ahead? Here are key takeaways:

[03:37] Start with your annual report. Repurpose annual report content into 5-6 blog posts. You can highlight donors, the impact statements you put together, stories, etc. You can even have one post that is the entire report in a format that is easy to skin and consume. [03:37] Think about the commonly asked questions. Create blog posts highlighting common donor questions or misunderstandings. Each question can be its own blog post. [05:41] Have a YouTube channel, or have you created videos? Embed existing videos and transcripts on your website as blog content. Include a summary of what's in the video and then paste your transcript. [08:11] Repurpose press releases, social media content, and email newsletters into blog posts. Having a great relationship with media means you're already generating content. Share it as a blog also. If you have a regular social media series you can also create a blog post you update regularly with your social media posts.

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Having a great content strategy doesn't mean always having to create new. In fact, understanding what content you already have that's resonating with your audience, and updating it, can be a great way to increase your visibility on search. 

Jon Clemence is here to share the strategies for updating your existing content. It's time to get started, increase your visibility, AND save time doing it.

What you'll learn:

→ How to identify which content to prioritize for repurposing → Simple formatting and optimization techniques to breathe new life into old blog posts → The role of AI in content creation and repurposing → Strategies for balancing new and repurposed content in your editorial calendar → Tips for organizing and tracking your content assets

Want to skip ahead? Here are key takeaways:

[05:22] It starts with your analytics. Analyze your website analytics to identify older blog posts (2 years or more) that are getting good traffic but low engagement. These are prime candidates for repurposing and optimization. [06:09] Make sure your content is relevant. Update the calls to action and formatting in old blog posts to make the content more relevant and engaging for current readers. Simple changes like adding whitespace can go a long way. [07:59] This is. agreat task for volunteers. Leverage volunteers or team members to help with content refreshing tasks like updating formatting, as these can be quick wins that don't require a lot of technical expertise. [18:18] Think about how AI can support you, not just create for you. Use AI judiciously – it can be helpful for brainstorming ideas or summarizing key points, but should not replace human creativity and effort when it comes to writing high-quality, resonant content. [20:36] Create regular calendar times to review. Review and update your top-performing content on a regular schedule (e.g. every 6 months or year) to keep it fresh and relevant for your audience. Don't just focus on creating net-new content.

Resources

[guide] Giving Old Blog Posts New Life

Jon Clemence

Owner, Cedar Press Proofreading

Jon Clemence is a professional editor and writer. He also runs an editing and writing agency. Jon helps businesses improve their written content to attract more people to their websites and convert them into new clients.

 

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Let's go on a journey through the essentials of blogging and content creation. If you're at the starting line or aiming to refine your current process, there's something valuable here for you. You'll learn why content is so important, why your whole team should be involved, and how to make it craveable so your audience wants more.

What you'll learn:

→ Why creating regular content is crucial for nonprofits → How to build a collaborative content marketing strategy → Tips for creating effective, repurposable content → Tools and resources to make the content creation process faster and easier

Want to skip ahead? Here are key takeaways:

[01:36] The importance of driving new content value to your website on a regular basis. Regular updates not only keep your audience engaged but also improve your site's SEO, making it easier for potential supporters to find you online. [03:36] How blogs can be a valuable asset for your Google Ad Grant efforts. By creating content that aligns with your ad keywords, you can drive more targeted traffic to your site and maximize the impact of your grant. [07:41] The need for cross-team collaboration to generate relevant content ideas. By leveraging diverse perspectives and expertise, you can generate a wealth of relevant and engaging content ideas that resonate with different segments of your audience. [09:21] Strategies for repurposing existing content like podcasts and videos as blog posts. Whether it's turning podcast episodes into blog posts or creating articles from video transcripts, repurposing allows you to maximize the value of your content and reach a broader audience.

Resources

EP 259 | Setting Up Your Website to Maximize the Google Ad Grant

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Are you looking to take your nonprofit's corporate partnerships to the next level? Join us as we explore the ins and outs of corporate sponsorships with Brandon Barnum, a master in forging powerful relationships that lead to significant funding. In this episode, we'll uncover the secrets to building your strategy for corporate giving. Learn how to establish meaningful ties with businesses and leverage these connections for mutual benefit. It's not just about securing funds; it's about creating partnerships that last and grow over time.

Whether your nonprofit is just starting out or has been in the game for years, there's always room to grow and improve. This episode is brimming with practical advice that you can apply right away. From crafting compelling pitches to nurturing donor relationships, Brandon will guide you through each step of the process. Get ready to be inspired and equipped with the knowledge you need to elevate your fundraising efforts and achieve greater impact. Don't miss out on this opportunity to transform your nonprofit's approach to corporate partnerships.

What you'll learn:

→ Why now is the perfect time for businesses to engage with nonprofits → How to create a corporate advisory council that drives engagement → Strategies for turning donors into passionate ambassadors → The importance of storytelling in building lasting partnerships → Creative ways to add value to your corporate sponsors

Want to skip ahead? Here are key takeaways:

[03:43] Businesses want to partner because their customers require it. Consumer demand is driving businesses to engage more with nonprofits, with 94% of consumers wanting to know how companies are improving their communities. Frame your conversation with this perk in mind. [09:51] Bring businesses alongside you to deepen your connection. Creating a corporate industry council can be an effective way to engage business leaders and deepen their commitment to your cause. When they feel part of what you're doing the relationship is likely to continue longer term. [17:10] Encourage them to create their own event that benefits you. Empowering passionate supporters to organize their own events can lead to significant fundraising success, as demonstrated by Brandon's $1.2 million event. [24:02] Employees want to work for businesses that give back to the community. Corporate involvement in charitable causes can significantly boost employee commitment and emotional connection to the company. Get creative with them on how they can showcase and feature your relationship with their team. [29:14] Give them more visibility. Ask major donors to create quick video testimonials about your organization's impact – it's a win-win for both parties and adds value to your marketing efforts.

Resources

Volunteer Match Nonprofit Prophet: When Community Comes Together by Matt George

Brandon Barnum

CEO, HOA.com

While a single dad in 1997, Brandon was an early technology innovator featuring real estate property listings from Realtors he partnered with and promoted. After learning the art and science of referrals, he increased his annual income 10X from $20K to $200K in just 18 months. Brandon has since closed over $500 million in transactions by referral and has founded multiple local and online referral platforms and networks connecting more than 5 million members in 195 countries. Learn more: https://hoa.com/how-it-works/

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

In today's digital age, it's easy to overlook the power of a tangible message in your hand. That's why we're diving into the world of direct mail with Robert Lee, a seasoned digital marketing guru who knows how to make an impact beyond the screen. In this episode, we explore the often-untapped potential of direct mail in fundraising efforts. Robert brings his wealth of experience to the table, discussing the ins and outs of crafting a successful campaign that resonates with donors.

We'll delve into the creative side of direct mail, where Robert reveals some of the most engaging and memorable strategies he's employed. From eye-catching postcards that pop in your mailbox to oversized mailers that stand out from the stack, he shares insights on how to grab attention and connect with people in a meaningful way. Whether you're a nonprofit looking to boost donations or a business seeking to build lasting relationships with customers, this conversation is packed with actionable tips to enhance your outreach. Join us as we uncover the secrets to making direct mail a fun and effective tool for your fundraising arsenal.

What you'll learn:

→ Different types of direct mail and how to get started → Ways to track direct mail campaigns digitally → Integrating direct mail into the customer journey → Using data to personalize direct mail nurturing → Examples of effective political and nonprofit direct mail

Want to skip ahead? Here are key takeaways:

[06:02] The power of direct mail in building personal connections. Unlike emails or texts, receiving a physical letter or package can make someone feel special and valued. We discuss strategies for making your mail stand out and why this traditional form of communication still has a significant impact today.

[10:56] Using QR codes on mail pieces to capture opt-in data. By including these on your mail pieces, you can bridge the gap between physical mail and digital convenience. Listeners will learn how QR codes can encourage recipients to opt-in for more information, allowing you to capture valuable data and grow your contact list effectively.

[18:57] Analyzing donor data to insert timely thank you mailings. We talk about how tracking donations and responding quickly with a personalized thank you note can make donors feel appreciated and more likely to contribute again in the future.

[25:32] The importance of emotionally engaging audiences. Whether it's through storytelling or appealing to shared values, we discuss how emotionally charged content can resonate more deeply with recipients, fostering a stronger connection and increasing the likelihood of them taking action.

[36:36] Connecting with Robert Lee for direct mail consultation. For those interested in taking their direct mail campaigns to the next level, we talk about how connecting with Robert for a consultation can provide personalized advice tailored to your specific goals and needs.

Resources

Free Consultation to discuss marketing frameworks with Lesix Agency Eight Essential Exchanges by Kevin Scott freebie when you schedule a consultation

Robert Lee

Founder, Lesix Agency

Robert is the founder of The Lesix Agency, a full marketing agency with the vision to put your company on the path to doubling your sales in 90 days. As a DigitalMarketer Certified Partner, he brings in over 15 years of marketing experience. His mission is to help business owners unlock their potential. Robert and his team are dedicated to empowering entrepreneurs by providing expert guidance, building a strong foundation, and providing them with a marketing strategy that will propel their success. Robert truly believes you deserve a marketing partner that invests energy in helping you grow your business. Learn more: lesix.com 

  https://www.linkedin.com/in/rwlee2/ https://www.facebook.com/rwlee2 Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click   Learn more about The First Click: https://thefirstclick.net   Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours