My best friend, Madison, died of a heroin overdose more than three years ago. If you are interested in learning more about his story, the Washington Post ran an article about him (and the rising heroin epidemic in Northern Virginia) shortly after his death.

Part 1

Part 2

Part 3 recap:

• The two Os of marketing—Optimization and Outreach
• Applying on-page optimization
• Blog and social media strategies
• The importance of paid advertising

“How big of an impact can marketing really have on my organization?” you ask.

Part 1

Part 2 recap:

• Define your goals and objectives
• Track your progress using tools such as Google Analytics, Google Trends, and Google Alerts
• Optimize user experience: attract, educate, and convert your users as fluidly as possible
• Two Golden Rules: Eliminate (web page) distractions, and “Always be testing.”

Part 1 recap:

• Marketing is just as applicable to .orgs as it is to .coms, and a nonprofit can and should approach marketing the same way as (if not better than) a for-profit.
• We are currently living in an attention economy. The digital world is inundated with products, brands, and people seeking attention. To attract eyes to your organization, you must be more interesting than your prospect’s current subject of attention.

“Marketing?” you ask. “Who, us? We’re a nonprofit. We shouldn’t be thinking about marketing—we need to concentrate on our mission.”