Introduction to TechSoup’s Digital Marketing Services and Use Cases

In this webinar, Tapp Network experts shared how to boost your nonprofit's digital presence, donor engagement, and ideas for nonprofits seeking to enhance their online marketing and fundraising efforts.

1. Introduction to
TechSoup’s Digital
Marketing Services and
and Use Cases
Presented by:
Joe DiGiovanni & Lisa Quigley
May 7, 2024

2. 2 © TechSoup Global. All Rights Reserved.
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3. Lisa Quigley
Director of Account Strategy
[email protected]
Joe DiGiovanni
Co-founder
[email protected]
LinkedIn LinkedIn
Introductions

4. Agenda
➔Introduction to Tapp Network
➔Tapp’s Digital Marketing Services
➔Aligning Investment
➔Marketing Budgets
➔Use Cases
◆Projects
◆Small / Midsize Service Retainers
◆Full Service Retainers
➔Questions & Answers

5. 5 © TechSoup Global. All Rights Reserved.
Empowering Organizations
for Good
Problem We Solve
Our Why
How We Innovate and Impact
We transform your visionary
goals into digital realities,
empowering nonprofits and
government agencies to thrive
in today's dynamic world.
In the new Age of Acceleration,
many nonprofits and
government agencies are
challenged by a lack of digital
infrastructure. This gap inhibits
their ability to keep pace and
effectively support the most
vulnerable populations.
Tapp’s mission is more than just business
growth; it's about driving digital innovation
across rapidly expanding sectors. We strive to
transfer our knowledge, tools, and technology
to government agencies and nonprofits that
are tackling society's most pressing challenges.
We achieve this by harnessing the power of
artificial intelligence, developing high-impact
websites, software, and data-driven campaigns.
Our AI-enabled digital transformation
strategies enhance the positive impact of the
organizations we serve and amplify their
engagement with the communities they
support.
www.tappnetwork.com

6. 6 © TechSoup Global. All Rights Reserved.
Click Here to Learn More

7. Growth Cycle

●Increasing brand awareness
●Engaging with the community
●Measuring and communicating impact
●Driving donations and support

8. 8 © TechSoup Global. All Rights Reserved.
Aligning Investment with Your Nonprofit’s Size
82% of nonprofits have
revenues < $250K.
Source
Digital marketing strategy can
help maximize revenue streams
by enhancing donor engagement.
•Over 80% of Nonprofits revenue typically comes
from earned sources.
•Private Fees for Services: 49%
•Government Grants and Contracts: 31.8%

9. How Much Should You Spend on Marketing?
Marketing
Growth Strategy
Percentage of
Revenue
Example
Revenue
Marketing
Budget
Maintenance 5% $100,000 $5,000
Growth 8% $100,000 $8,000
Fast Growth 12% $100,000 $12,000

Maintenance 5% $250,000 $12,500
Growth 8% $250,000$20,000
Fast Growth 12% $250,000$30,000
Recommended Marketing Budget:
●General Guideline: Nonprofits should typically
allocate between 5-15% of their total budget to
marketing, depending on their size, financial
stability, and growth goals.

Adjusting Budget with Organizational Goals:
●Maintenance: For stable nonprofits not actively
expanding, a lower end of 5-7% might suffice.
●Growth: Nonprofits in a growth phase should
consider 8-12%, ensuring they are investing
enough to drive their expansion goals.
●Rapid Expansion: For those rapidly scaling
their operations or entering new markets,
12-15% or even slightly higher might be
necessary.

10. 10 © TechSoup Global. All Rights Reserved.
Digital Marketing
●Website Development and Maintenance
●Content Marketing
●Social Media Marketing
●Advertising
●Email
Traditional Marketing
●Print and Broadcast Media
●Events and Community Outreach
Analytics, Tools & Software
●Performance Tracking
●Marketing Automation Tools
●CRM & CMS
What Does a Typical Marketing Budget Include?
Personnel
●Salaries for marketing staff or
fees for agencies managing
marketing activities.

11. 11 © TechSoup Global. All Rights Reserved.
Why Focus on Digital?
●Driving Donations Through Optimized Web Practices
○ Visitors on desktop devices contribute to 63% of donation
transactions and 75% of the revenue. [M+R Benchmarks]
●First Impressions and Website Design
○ 94% of consumers/donors form their first impression based on
a website’s design. [Web FX]
●Website Performance and User Engagement
○ 25% of visitors will leave a website if loading takes more than four
seconds. [Website Builder Expert]
●Optimization for Mobile Devices
○ 94% of nonprofits have optimized their websites for mobile
browsing. [Nonprofit Tech for Good Report]
●Accessibility and Multilingual Support
○ 20% of nonprofit websites are available in more than one
language. [Nonprofit Tech for Good Report]
Source

13. 13 © TechSoup Global. All Rights Reserved.
1.Project Based
2.Small to Midsize Service Retainer
3.Full Service Retainer
Solutions

14. Projects


●Marketing Plans
●Database Migration
●Logos, Messaging and Brand Guides
●Landing Pages and Microsites
●Email Workflows and Automation
●Social Media Templates
●SEO and Google Analytics Set Up
●Accessibility Audit and Updates
●Fundraising Platform Set Up
●CRM (HubSpot) Integrations

15. IMPACT
Community
Engagement

17. Annual Reports & Special Projects
Health Literacy Council Animal Welfare

18. https://drive.google.com/file/d/1Km
FT9OMsKRJh1-3the4LY5Cjem5wk
DW6/view?usp=sharing

19. HubSpot CRM Integration

22. Small to Midsize
Marketing & Website
Retainers

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Small to Midsize Retainer
Services
Marketing Plan
Messaging
Website Maintenance
Social Media Design
Social Content
Google Analytics
Blogs

24. 24 © TechSoup Global. All Rights Reserved.
Small - Mid Size
Website Retainer
Starting at
$499/mo

Starting at
$799/mo

Starting at
$999/mo

25. Social Media Posts, Blog, Downloadable Content

26. Monthly Newsletter & Blogs

27. Full Service
Marketing Retainers

28. 28 © TechSoup Global. All Rights Reserved.
Full Service Marketing
Retainers
Services
Marketing & Technology Strategy
Branding, Messaging, Design Services
Technology Integration: CRM, CMS, Analytics
Omni Channel Campaigns
Digital & Traditional Advertising
Event Marketing Support
Social Media Strategy Services

29. 29 © TechSoup Global. All Rights Reserved.
Full-Service
Marketing
Technology
Team
Starting at
$5,200/mo

Dedicated
Account Manager
Available
9am–8pm EST
No Contract.
Cancel Anytime.
Starting at
$7,500/mo

Starting at
$9,600/mo

30. Branding, Landing Page, Campaigns, and more.

32. 32 © TechSoup Global. All Rights Reserved.
Overall process
(The whole thing)
Marketing Funnel Stages
(Where your potential
supporter is)
Top of the funnel
Is unaware of the challenge/problem your
organization faces and solves
Middle of the funnel
Supports the Cause and Mission of your
organization
Bottom of the funnel
Supports the organization
Donor
Partner/Supporter
Attract
Technology
(How to do it)
Inbound Marketing
(SEO, PPC, Social Media, Blogs)
Lead Nurturing
(Opt-in emails, Newsletters)
Conversion
(Events, Donation Pages)
Relationship Building
(Ongoing Support and Referrals!)
Awareness
Promotion
Consideration
Increased support of your organization
and mission
Activate
Resource
Utilization
Behavioral
Science

33. Free Resources
for Your Nonprofit

34. 34 © TechSoup Global. All Rights Reserved.
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

35. 35 © TechSoup Global. All Rights Reserved.
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36. Any Questions?

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Ready to Get Started?

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

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