NPA 026: Stop Marketing like a Used Car Salesman

Nonprofit Marketing with Marlene Oliveira

One of the most important things you do with your nonprofit is market your services and/or products. But for many of us this isn’t always easy to do. In this episode I talk with Marlene Oliveira from the NonprofitMarCommunity.com and MoFlow.ca. Marlene is a nonprofit marketing and communication specialist.

Marlene talks with us about creating a strategic plan for marketing and communication. And then she goes into detail about creating an editorial calendar that will help you follow a timeline to produce your content.

But first, it is important to understand why you want to produce content in the first place. Here are some of the reasons Marlene tells us why content production is important:

  • It can help you raise money
  • It can bring awareness to your brand (yes you are a brand)
  • It can build trust with your community
  • It can help you build authority in your field
  • It can bring visitors back to your page

There are a myriad of ways to deliver content, this includes: blogging, videos, ebooks, podcasts, guides, webinars and even newspapers and TV. The key to determining which medium to use is know “who your audience is” and “where they are.” Some of this can be done by trial and error, but for the most part, you want to post content where your audience is. If you have 100 likes on your facebook page but 450 subscribers on your youtube channel, then it should be pretty clear where to spend your time posting content.

Marlene then discusses the importance of creating an “editorial calendar”. She goes into detail on the questions you need to ask yourself when creating creating this calendar. She gets pretty detailed on this subject, so instead of me just retelling you what she said, it would be easier for you to 1) listen to the podcast and 2) read the article she wrote, Nine questions to answer when creating editorial calendars“.

Marlene offers online webinars on a regular basis. One you may be interested in is the FREE “Planning a Nonprofit Blog You Can Manage” on May 27th, 2015.

Guest Resources

Marlene’s websites:  NonprofitMarCommunity.com and MoFlow.ca

Marlene’s Facebook page: Marlene-Oliveira

Nonprofit MarCommunity LinkedIn: Nonprofit-Marcommunity

Other Resource Mentioned in this Podcast

Marketing Book: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World

Google Grants: Google Grants for Nonprofits – Get $10K in Free Adwords (podcast)

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