Digital Marketing Services Webinar [TSWL] [08.06.2024].pdf

In this webinar, Joe DiGiovanni and Lisa Quigley touched on full funnel marketing strategies, offering insights on enhancing your digital presence and engaging donors to maximize impact in the digital fundraising landscape for your nonprofit.

1. Introduction to
TechSoup’s Digital
Marketing Services and
Use Cases
Presented by:
Joe DiGiovanni & Lisa Quigley
August 6, 2024

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3. Lisa Quigley
Director of Account Strategy
[email protected]
Joe DiGiovanni
Co-founder
[email protected]
LinkedIn LinkedIn
Introductions

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How We Can Help You - Learn More Here

























Strategy
Start with a technology audit and
digital marketing game-plan to
accelerate your growth and market
share within your sector.
Integration & Migration
Build bridges and knock down silos
with simple and painless CRM
integrations and migrations that are
seamless to your team.
E- Commerce
We deploy the transactional services
and software you need to increase
sales across all your audience touch
points.
SEO and Content
Marketing
Build bridges and knock down silos
with simple and painless CRM
integrations and migrations that are
seamless to your team.
HubSpot
Implementation
Ensure a smooth and successful
transition from an alternative solution
to HubSpot, without all the
headaches.
Creative and Branding
Make your brand stand out from your
competitors to reach the right
customers with the right message.
Web and APP
Development
With our 20+ years of experience, we
know your 24/7 salesperson must be
beautiful, functional, and optimized
for your goals.
Sales Enablement
We can help you close the loop
between your marketing and sales
teams—and more desirable deals.
Inbound Marketing
We provide the complete solution to
increasing leads, revenue, and brand
authority as a Platinum Hubspot
Partner
Social Media Marketing
One of the most effective ways to
engage influencers, customers and
prospects to drive brand awareness,
followers, and sales

Paid Media
TAPP makes your budget go further
with a targeted approach to reaching
your buyer personas in search and
social.
Public Relations
Defining the right audience and
media channels to build regional and
national brand recognition as well as
thought leadership.

5. Agenda
➔Introduction to Tapp Network
➔Marketing Forces Reshaping Nonprofit
Outreach
➔Digital Marketing Budget Allocation
➔Our Digital Marketing Services
➔Project-Based Services
➔Ongoing Retainer Service
➔How To Get Started
➔Free Resources
➔Questions & Answers

6. Three Marketing Forces Reshaping
Nonprofit Outreach

●Omnichannel Donor Journey
○Supporters interact across multiple touchpoints
○Seamless experience from awareness to advocacy is
crucial
●Content-Centric Engagement
○Storytelling and value-driven content dominate
○User-generated content and social proof are key
influencers
●Data-Driven Revolution
○Integration: Breaking down silos for a 360° supporter
view
○Decision Making: Analytics guiding strategy and
tactics
○Funding: Data-backed impact stories attracting more
support

7. Investing in Digital Impact
Digital
Marketing
Percentage of
Annual Budget
Annual
Revenue
Marketing
Budget
Website 1-3% $100,000 $1-$3k
Technology 3-6% $100,000 $3k-$6k
Marketing 5-15% $100,000 $5k-$15k

Website 1-3% $500,000 $5k-$15k
Technology 3-6% $500,000 $15k-$30k
Marketing 5-15% $500,000 $25k-$75k
Recommended Marketing Budget :
●Website: 1-3% of total annual budget
●Technology: 3-6% of total annual budget
●Marketing: 5-15% of total annual budget

Key Considerations:
●Allocations vary based on organization size and
maturity
●Digital-first nonprofits often invest more heavily
●Regular reassessment is crucial as digital
landscape evolves

8. 8 © TechSoup Global. All Rights Reserved.
Poll Question
How much of your organization's total annual budget
do you think should be allocated to digital marketing
initiatives (Website, Technology, Marketing)?
A.Less than 5%
B.5-10%
C.10-15%
D.More than 15%

9. Our Services
For TechSoup Members

10. 10 © TechSoup Global. All Rights Reserved.
Our Digital Marketing Services

●Project-Based Services
○Branding & Design
○Website Development
○CRM Implementation
○AI Enhancements


●Ongoing Retainer Services
○Website Support
○Marketing Technology Support
○Campaign Management

11. 11 © TechSoup Global. All Rights Reserved.
Poll Question
Where does your nonprofit need the most help?
A.Website Development & Maintenance
B.Digital Marketing Strategy
C.Donor Engagement & Fundraising
D.CRM & Data Management
E.Social Media & Content Creation

12. Project-Based Services
For TechSoup Members

13. Project-Based Service:
Branding & Design
•Brand strategy
•Logo design
•Brand messaging
•Brand guidelines
•Visual identity creation

15. 15 © TechSoup Global. All Rights Reserved.
Project-Based Service:
Website Development
•Strategy
•User Experience
•Custom Design
•Content Management System Setup
•Initial Integrations
•Accessibility
•Responsive Optimization
Starting Zat
$15,000

17. CRM Project: HubSpot
HubSpot is an all-in-one communication,
fundraising, and customer service
platform that helps organizations grow
better. It provides a suite of tools that can
help your nonprofit increase support.
With HubSpot, you can manage your
entire constituent journey from one
place, including creating and distributing
content, managing your social media
presence, automating your donation
processes, and tracking your
performance.

18. Project-Based Service:
CRM Implementation
•Selection
•Data Migration
•Marketing Automation
•Integration
•Training
Starting at
$6,500

19. Project-Based:
AI Audit and Plan
•Custom AI Chatbot
•Predictive Analytics
•Personalization Features
•Marketing Automation
•Fundraising Enablement
•Operations Service and Support
•Website Accessibility
•Content Amplification and Repurposing
•Social Media Scheduling and Analytics
•AI Integration Services
Starting at
$975

20. Custimized GPTs

21. Summarize website
content and create
social media posts
with ChatGPT and
Browse AI
AI Marketing Automations

22. Ongoing Retainer Services
For TechSoup Members

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Ongoing Retainer Services:
Website Support
•Regular Updates and Security
•Content Management
•Performance Monitoring: Continuous
monitoring of your website’s performance to
ensure fast load times and a seamless user
experience.
•Technical Support
•SEO Optimization
•Google Analytics
Startng at
$499/m

25. Ongoing Retainer Services:
Full-Funnel Campaign
Management
•Marketing & Technology Strategy
•Branding, Messaging, Design Services
•Omni-Channel Campaigns
•Digital & Traditional Advertising
•Event Marketing Support
•Social Media Strategy Services
Starting at
$5,500/m

26. Middle funnel
(Research, Inquire )
Healthy Conversations
CONSIDERATION
AWARENESS
Advertising, Social Media, Content
Creation, SEO, Google Ads


KPIs: Reach, Impressions, Engagement Rate
Personalized landing pages, PPC advertising for
market testing, CRM-driven content personalization

KPIs: Conversion Rate, Time on Page, Page Views
Blogs, Case Studies,
Annual Reports

KPIs: Lead Generation, Engagement, User Interaction
INTEREST
CONVERSION
Email marketing for lead nurturing, streamlined web
design for optimal UX, secure online transactions

KPIs: Conversion Rate, Number of Transactions, User Feedback
ADVOCACY
Personalization, Lead Scoring, Email Drip Campaigns, Retargeting
Demand Generation, Reporting, ROI, Impact, Funding

KPIs: Customer Lifetime Value, Retention Rate, Net Promoter Score

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Ongoing Retainer Services:
Top-Funnel Campaign
Management
•Advertising
•Social Media
•Content Creation
•SEO
•Google Ads

28. Top Funnel Attraction
Messaging: Behavioral Science

29. Ongoing Retainer
Services: Mid-Funnel
Campaign Management
•Social Media
•Blogs
•Case Studies
•Reports
•Lead Nurturing
•Email Marketing Campaigns
•Content Marketing

30. Mid Funnel Engagement: Influencer Activation

31. Ongoing Retainer
Services: Bottom-Funnel
Campaign Management
•Activation
Personalization
Automation
Lead Scoring
•Conversion
Email Drip Campaigns
Retargeting
Demand Generation
•Reporting
ROI
Impact
Funding

32. Bottom Funnel: Event Registration

33. Full Funnel Campaign Mangement

34. How To Get Started
TechSoup Members

35. 35 © TechSoup Global. All Rights Reserved.

36. 36 © TechSoup Global. All Rights Reserved.
Project-Based Service:
Custom Website Development
Utilizing the Growth-Driven Design methodology, we
partner with nonprofits to develop a website strategy,
design and build a custom WordPress website, and
optimize a long-term approach tailored to your
organization’s goals.

Good Fit For Nonprofits Who:
1.Would like to redesign a website
2.Have outgrown their current CRM or CMS
3.Are seeking systems integrations such as member
portals, ecommerce, or donor management


Starting at
$15,000

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Ongoing Retainer Services: Digital
Marketing & Technology
Starting at
$499/mo

Effective digital marketing is essential for raising
awareness, attracting donors, and achieving your mission.
Our tailored solutions ensure your nonprofit can thrive in
the digital age. Our services help you build a robust online
presence, engage your community, and drive your mission
forward.
Your dedicated Account Manager will ensure the successful
delivery of requests. Requests are managed through our
ticketing system and timelines will be provided within 48
hours of receiving any request.
Dedicated
Account Manager
Available
9am–8pm EST
No Contract.
Cancel Anytime.

38. 38 © TechSoup Global. All Rights Reserved.
Ongoing Retainer Services:
Website Maintenance
Starting at
$499/mo

Keeping a website running smoothly is not an easy job! Our
website maintenance services are designed to ensure your
site is always performing at its best. From broken links to
building new pages for your fundraising event, you’ll have
access to the technical experts and can submit requests to
make those repairs or turn that creative website idea into a
reality.
Your dedicated Account Manager will ensure the successful
delivery of requests. Requests are managed through our
ticketing system and timelines will be provided within 48
hours of receiving any request.
Dedicated
Account Manager
Available
9am–8pm EST
No Contract.
Cancel Anytime.

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Starter
$5,500/mo

Dedicated
Account Manager
Available
9am–8pm EST
Basic
$7,500/mo

Growth
$9,600/mo

Ongoing Retainer Services: Full-Funnel
Campaign Management
For larger nonprofits considering the outsourcing of a
full-scale marketing team and services, the landscape of
challenges and solutions shifts towards more strategic and
comprehensive concerns.

40. 40 © TechSoup Global. All Rights Reserved.
Our Digital Marketing Services

●Project-Based Services
○Branding & Design - Starts at $9,000
○Website Development - Starts at $15,000
○CRM Implementation - Starts at $6,500
○AI Enhancements - Starts at $975


●Ongoing Retainer Services
○Website Support - Starts at $499/month
○Technology Support - Starts at $499/month
○Campaign Management - Starts at $5,500/month

41. Free Resources
For Nonprofits

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Dive into our FREE guide on
choosing the perfect CRM
tailored for #nonprofits.

Transform your organization’s
efficiency and impact with
expert insights.

FREE Download here:
https://bit.ly/42FULdF

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Ready to Get Started?

Digital Marketing Assessment: What's Your Grade?
DIGITAL MARKETING ASSESSMENT

45. Any Questions?

46. Thank You!
[email protected]
www.tappnetwork.com