This was recently posted on the Palmetto Technology Hub website in preparation for the Nonprofit Boot Camp, where Chris and Chase will be presenters.  It is specifically targeted to nonprofits, but easily applies to any business.  Enjoy!

In the Upstate, going “All In” is ubiquitous with Clemson University’s football team and their coach’s campaign to get fans and the team pumped-up for a big game.  Since Coach Dabo Swinney coined the phrase, the National Champion Auburn University football team has adopted it too, if only to get in the heads of their competition from South Carolina.

In the online marketing world, going “All In” means getting your website done up right, having social media all taken care of (Facebook, Twitter, LinkedIn, Foursquare – at bare minimum), having a regular blog, being search engine optimized, sending regular e-mail newsletters, subscribing to Google AdWords, advertising online, and more!  As a nonprofit organization, I’m sure you and your team have plenty of time and money to invest in all of these things!

Actually – I know better.  Finding time and money to do anything is one of the most challenging things we do.  The most important things with online marketing are to have a plan, stick to it, and focus your energy where it makes the most sense.  To do this, go through the following steps.

Think about your audience.  What do they already use to stay connected with your organization?  What social media platforms are they already using?  Are you trying to reach those already connected to you – or are you trying to grow and expand your sphere of influence?

Evaluate your time.  How long will it take you to write blog posts, develop e-mail content, or keep your Facebook page updated?  Are these things you can delegate to others?  What volunteers do you have that could contribute and to what extent?  Will the time you estimate be available just this week – or can you commit this level of time (or can your volunteers commit this level of time) on an ongoing basis?

Consider what action(s) you want to get from your audience.  Do you want them to make a donation to feed the homeless next Saturday?  Are you seeking volunteers for your annual yard sale fundraiser in three months?  What is it that will create passion and support for your cause among your audience?

You don’t have to be “All In” to improve or invest in online marketing – you just have to think it through, be consistent, and stay on message.  No matter what medium you use – be it a blog, e-mail campaign, or tweets – take these three steps and you’ll be on your way to a successful marketing plan for your nonprofit.