THE 3 F's of MARKETING

HOW CAN YOUR CHARITY OR NONPROFIT SURVIVE IN TODAYS CHALLENGING CLIMATE?

LEARN TO THRIVE IN 2022

TODAY MORE THAN EVER ITS BECOME SO DIFFICULT - THERE ARE SO MANY GREAT ORGANIZATIONS FIGHTING FOR A PIECE OF THAT PIE

FLOURISH, FLOUNDER or FAIL

The 3 F’s of EVERY Organization

OVER THE LAST 25 YEARS I’VE SEEN GOOD ORGANISATIONS FAIL – MOST JUST FLONDER – A FEW FLOURISH & DO IT WELL – WHAT ARE THE ANSWERS?

Kevin Evans has been working with Charites and Nonprofit Organizations for the last 25 years and helped

many to success. If you are tired of fighting for every cent and slowly going backwards here are a few of Kevin’s

secrets that have helped many an organization move to the next level. These are tried & proven ideas for those

willing to make the necessary changes.

A WORD OF WARNING!

If you want to keep getting what you are getting, then keep doing what you are doing. If you want to get more

from what you are doing, then you are about to read something that will change the way that you think and

feel… whilst creating new & exciting opportunities.

Build your supporter base - Learn to Flourish – No more floundering.

Kevin will show you 7 ways to build your supporter base & most importantly - keep them coming back.

8 TIPS TO HELP YOU FLOURISH

How to achieve a credible basic online world that will enable you to start networking
How to build a network of loyal supporters
How to make your supporters/donors LOVE You?
How to use social media the way it should be used
How to use old school techniques for today
How to write copy that works
How to create content that your supporters will read
How to create video that your supporters will watch

IT ALL STARTS WITH THIS!!!

SELF DISCIPLINE - JUST DOING IT!

Building your organisation takes guts! – Regardless of what you do… Nothing will happen until you take the first step – take baby steps – don’t try to do it all at once or you will fail! -- How do you build a brick home – one brick at a time.

Add little tweaks to your organisation every day/week/month and just watch your organisation flourish – I promise you that if you implement one goal every week… watch what will happen – Be disciplined and JUST DO IT!

THE PERSONAL TOUCH GOES A LONG WAY

The most powerful but overlooked call to action - we often put off or neglect - it's simply to get on the phone and thank our supporters. I dare you to think about this for a minute. Put yourself in their shoes and imagine someone calling you to thank you for donating to their organisation – how would you feel?

The power of communication works every time to build loyal, faithful supporters. I Guarantee they’ll come back to you – possibly even while you are on the phone. Stay connected with your supporters – They’ll Sing YOUR Praises.

SOCIAL MEDIA IS THE FUTURE - NOT THE INTERNET

I can hear you saying it now – “But I use Facebook”! That may well be the case.

My question would be, are you using it correctly – are you using the back end of Facebook (FB) to market to the appropriate potential supporters?

FB, Instagram, Snapchat & so on… there are a myriad of backend tools that will help you for a fraction of the price. Market to the right demographic - people in the correct area's – in fact you can market anywhere on the planet for a very small price. You need to be aware that instead of Newspapers and TV - you will be using Facebook, YouTube, Google Ads etc - these are the advertising future. If you are not doing it, and doing properly, you’ll flounder. I’ll show you how posting organically works verses paid advertising - Never ever boost on Facebook unless you have the proof from the backend that an ad is actually working.

FACT: With Facebook, Instagram etc - its not about likes, looks or reach - its about action and clicks that lead to an actual event/sale/donation.

You are burning your money if you are not monitoring and doing things through the business manager

Go to my FREE Download HERE to learn how to build your supporter base using social media – It’s FREE for the asking

Here are some facts about FB:

2..9 Billion Users worldwide (Oct 2022)
1.45 Billion users daily
75 Million business pages are small business
60% of internet users in Australia us FB
57% make purchasing decisions online
Engagement is the key on FB
FB videos are 76% more likely to reach your audience
YouTube videos are unlikely to be opened on FB
Organic reach is best
Bad content is dead
Good content rules
FB messenger & WhatsApp handle 67 billion messages a day

Researched by: Brandwatch & Link Humans

REMEMBER THE EMAIL LISTS OF YOUR PAST AND FUTURE NETWORK

IF YOU DON’T HAVE ONE YOU CAN START AT ANY TIME

Its’s so important to communicate every day with your clients via your social media (FB, Instagram, Snapchat etc). You’ll also want to email them personally once a month and even send out monthly e: newsletters. You can use programs like Constant Contact, Mailchimp, there are a myriad of them out there – some are also free if you are a registered charity or non-profit origination.

The simplest way to build loyal supporters to your organisation is through communication. I see so many good charities and non-profits that simply do not do this and they are missing out on so much. We need to look after our supporter base and using these simple basic steps, it’ll make your life much easier and enable you to be far less stressed at the end of the month.

Go to my FREE Download to learn how to build your supporter base using social media – It’s FREE for the asking

IS ASKING FOR MONEY A DIRTY WORD?

Is asking bad? – Not at all… In-fact most people just want to HELP You! – although there are some pitfalls here and I’ve outlined them below

Give your supporters information about your projects – don’t bombard them with “We need money now” - you’ll simply turn your supporters away. Just give them the facts in a simple message. The days of heavy asking (old school sales techniques) are from yesteryear. People today are very educated when it comes to donating – many are continually bombarded with being asked to give. Today more than ever, we need to friend our sponsors and they will voluntarily want to support - both with their skills and financially
Be passionate about your projects – show genuine love for what you do – people will see this and know that you are real – then the benefits will follow.
Make it easy for them to help – this can be done by having an easy to get around UP TO DATE website. Make your phone number and email address clearly visible on all your information. When contacted, make sure you communicate asap – one of the biggest mistakes I see by organizations is the lack of response. A quick follow up will let your potential supporter know that you are a professional – it will also instil confidence in your ability. This, once again, will build your credibility, encouraging your supporters to assist you.
There’s a time and place when to talk money on social media - There’s an unspoken rule in social media about asking for money – Of course you can ask! – although there are stipulations– the silent rule is to post at least 10 times before you ask – (this applies to organizations that post once or twice a day) according to recent surveys done on Facebook. If you keep asking your supporters for money they will simply not be read – you will lose numbers on your social media - so give your supporter information – if your information is done correctly and they read/watch – they will already know this – make sure you show good pictures/video and easy to read text and always INVITE people to get involved.
Your own events should be for relationship building - Another huge mistake we make today is to run events purely to ask for money. This is the issue - nearly every organisation does this – people know that you are going to “Hit them UP”. Try making your next event a social one, to build relationships. I recently worked with an organisation that has done this so well – in fact they don’t ask for money at their events – they ask for support and that could be via a financial gift or something tangible – they are the Kings at building long lasting relationships. These events give you an incredible opportunity to build your network. I encourage you to make sure you build your data base at these events – it’s your filing cabinet of GOLD!
Church or Supporting events run by religious groups our charities - People usually come to these events, prepared to give. if you have invited a speaker, that’s even better. Have your MC or pastor/minister ask for the donation - usually by way of a love offering at the end of a meeting. There are some caveats here – be careful how many times you ask… too often will turn people away. Make sure you have paper newsletters and information about how people can support or donate to you – invite them to go on your mailing list – a good friend of mine asks people to use their phone to text him their name and email address (use a generic mobile phone number that’s obviously not your personal one) – Voila…. You now have their name to mail to – they’ve already heard you so now you can email them and thank them for coming – don’t ask for money – ask them to be involved - befriend them.

7 REASONS WHY WRITING GOOD COPY IS EVERYTHING

Don’t allow yourself to take shortcuts – If you cannot achieve near perfection in your writing that is captivating, find someone who can – always use catchy headlines and magic words like you, yours, how, why which, free and so on –
Research your audience – find out who is the ideal person to attract – find out where these people spend their time & promote in those areas
NEVER EVER Talk down to your supporters – FRIEND them always – remember keep your copy simple, honest and to the point – understand who you are writing to.
YOUR HEADLINE is 80% of your story – If you don’t have a powerful headline chances are your text will never be read – take the time to think about this.
DO NOT USE HARD TO READ FONT – There’s an old saying in the industry KISS… or in other words – Keep it Simple Stupid – so… keep your text readable – don’t use fancy script or hard to read fonts – do this and no one will be reading your text – look at the fonts used in newspapers and magazines, they’ve been thoroughly researched.
Explain why people should be involved – be honest short and to the point – tell them briefly and keep your magic story short.
Copy is VERY Important so take the time to make it work – I cannot emphasis enough to write good stories – attached to a good headline you’ll be on a winner.

Go to my FREE Download to learn how to build your supporters base using Copy Writing HERE – It’s FREE for the asking

WRITING CONTENT THAT YOUR SUPPORTERS WILL READ

Facebook/social media: Remember people are scrolling quickly through Facebook/social media. So importantly, headline and limited text must be attention grabbing. Facebook recommends 24-40 characters – something that is easily understood giving value to a potential supporter. Make sure you have a good picture – don’t use rubbish – there are plenty available online Royalty FREE!

NEWSLETTERS BY eMAIL: Use professional software like Constant contact, Mailchimp or Mail Gun etc – use power headlines and write good stories – good pictures and lots of links to videos or linked stories that add credibility to what you are doing and ask people to be involved – I recommend, at the minimum, a newsletter every month –make it look professional– take your time & DO IT Properly!

Direct e: Mail pieces – these can work well to your supporters – I would write a generic email and personalise it to your supporters using their names at least 3 – 4 times in the email and simply thank them for their support – be gentle when asking for support - just thank them – get your supporters onside and they will approach you.

LOVING YOUR SUPPORTERS

You need to stay in contact with your supporters – not to harass them - just to simply let them know you care about them - remember how it feels when you get a personal message on that special occasion or even a simple Thank You.

TEXT/SMS – Totally overlooked by most organisations and yet so effective a “thank you for your support” or “thinking of you”, goes a long way – never ask, this is specifically to thank or congratulate them.

BIRTHDAYS AND IMPORTANTS DATES – Except for social media this is very overlooked – build your data base and send a txt, email or old school hand written card through snail mail, and… personalise your message. People want to be loved – just imagine if your jeweller of dentist sent out congratulations for that special occasion – wouldn’t you be grateful?

7 Tips on How to create Visual content

One of the biggest items to take you to the next level is good visual and sound content. Vision that people will be interested in and want to watch from start to the finish.

Today more than ever we are continually bombarded with online video content – in fact if your video is not great, your viewer will turn your clip off in a matter of seconds – one of your keys is to make it interesting. First, you will need to inspire people to watch your video – the real challenge is for them to watch from start to finish. Second, and most importantly – have them respond in some way – get them on side with what you are doing.

So how do we do this? Here’s a basic checklist that will set you on your way to your next mini Spielberg production

Finding the Story
INTERESTING STORY CONTENT – without this you have nothing – I like to use the 3 x S’s – in other words, it needs to be short, sharp, simple… 2 to 3 mins is maximum – if you can do it in less that’s even better – REMEMBER Short is always better – just feed the viewer enough information and leave a few questions to be answered.
The Video Interview
GET USED TO BEING ON CAMERA – You’ll need to build credibility and the most powerful way is for you to be in front of the camera with your story (the 3 x S’s – short, sharp and simple))
B-Roll your Video - SHOW YOUR STORY: DON’T TELL IT – Show your viewers what you are doing with video or photographs – remember, you need them to continue watching your video to the end - not turn off at the beginning or get bored halfway through.
Good Audio is so important

ONE OF THE MOST OVERLOOKED NECESSITIES – Simple, inexpensive - regularly overlooked in today’s online world – it’s so easy to have good quality audio, even with your phone and a reasonably priced microphone. This will take your vision to an easy listening level.

Why is it important? Let me ask you this – if you went to a movie and the sound was bad – would you stay and watch it? – I think not!

5. Having the right equipment

MOST OF YOU WILL ALREADY HAVE THE RIGHT EQUIPMENT – It could start with just using your phone and investing in a lavalier mic for around $50 – maybe a tripod or a selfie stick or monopod. These are the essentials to start with, then work up from here.

6. Organizing your edit

HOW WILL YOU DO THE EDIT – it can even be done on most phones today –IT’S EASY – there is so much software out there to help you build your story – it doesn’t take long to learn.

7. Where will I show my completed Video

SOCIAL MEDIA IS A GOOD START – Most of us have a Facebook (FB) page and it’s important that it’s linked to a website with address and contact details to build your credibility.

Remember your Website is how people will see you. It must be kept up to date all the time and be inviting. It needs to have LIGHT BOXES inviting potential clients to be involved, using self-help, promotional giveaways (e.g. 5-page pdf document valued at $29) or items of high perceived value – at a low cost to you.

Go to my FREE Download HERE to learn how to build your supporter base using social media

Kevin Evans - Working with Charities

and Non - Government Organisations