Nonprofits: Integrating Digital Marketing Strategies, Measuring ROI

Nonprofits: Integrating Digital Marketing Strategies, Measuring ROI

By: Shelly Kramer
October 11, 2011


I had the pleasure of presenting to the YMCA’s New Media/Marketing Conference held in Kansas City this past week on the topic of Nonprofits and Integrating Digital Marketing Strategies and Measuring ROI.

It was a special treat because I was asked to participate by a long time friend, Mary Mooney Burns, who’s not only just about one of the smartest PR/Marketing Communications pros on the planet, she also happens to be amazing at everything she does. And funny. I like that.

Mary and I started our careers at an agency that used to be called Barkley & Evergreen here in Kansas City, back in the day when the agency had about 70 employees and two names. Today, Barkley is one of the largest agencies in the city and nationally known for the work they do. And Mary and I wax nostalgic about those early days from time to time – they had a lot to do with where we both ended up in our careers today.

Mary asked me to present to her group of Chief Marketing Officers and Chief Technology Officers from YMCAs all across the United States, many of whom are wrestling with social media and the integration of other digital marketing strategies into their marketing efforts. She asked that I speak about digital marketing: what it is, how to integrate it into your marketing strategies and, equally as important, how to measure success.

Nonprofits are faced with many of the same challenges as for profit businesses, and those are some of the things we discussed. Those things included thinking of donor groups as clients, thinking about how to build community, how to engage with and reach donors and potential donors in the channels that they are and in the way they want to be reached, and how to use your analytics as a roadmap to help you figure out where you are, where you want to be and how to get there.

The presentation is below.

There are some resources at the end that we can’t recommend highly enough, especially if you’re a nonprofit or an association are mentioned in the presentation, but they are also linked here:

SocialFish and Maddie Grant.

SocialFish helps associations and nonprofits make the most out of social media. Also, check out Maddie’s book Open Community: The Little Book on Big Ideas For Associations Navigating the Social Web. And, once you’re properly hooked on the goodness that is Maddie Grant, preorder her newest book, Humanize: How People-Centric Organizations Succeed in a Social World which is FANTASTIC!


ThinkTank, is a peer-to-peer learning hub and knowledge library for social media practitioners at associations and nonprofits (yet another product from Maddie and her team).

FrogLoop and Care2

FrogLoop is Care2’s Nonprofit Marketing Blog and run by the amazing Allyson Kapin of Rad Campaign. FrogLoop is a terrific resource and a must read for anyone in nonprofit marketing, communications, technology and fundraising.

Social Networking Calculator for Nonprofits

FrogLoop’s Justin Perkins developed the Social Networking Calculator for Nonprofits, a handy interactive tool for nonprofits that helps calculate your ROI when it comes to using social media for your fundraising and networking efforts. We love FrogLoop!

That’s it. Now, go forth and do good. Hopefully these resources will help. And, as always, if we can help, let us know! Thanks again to Mary, for inviting me to be a part of the YMCA and their event.

  • Rosemary

    Wow this is super timely for me! I’m going to be talking to a small group of non-profits next month, and you’ve got some wonderful insights in there.  I promise I won’t crib your slides muwahahahahah.

  • Shelly Kramer

    Crib away, woman! Glad you enjoyed :))

  • Shelly, Thanks for your great mention of Care2 and Frogloop. 🙂 

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  • Shelly

    You’re welcome Sue Anne. I love what Care2 and FrogLoop … but that was already pretty obvious, wasn’t it?

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  • Zion and Zion in Tempe, AZ

    Great slides! Always trying to learn more about digital marketing for non-profits!

  • Anonymous

    Thanks Sarah! Glad you enjoyed!!