Scores of nonprofits operate under a mission with the highest standards to add value to individuals and society. When it comes to growing the organization and strengthening existing relationships, those same standards sometimes lack the benefits of a Fortune 500 marketing budget. But gosh dang — those nonprofit projects are ones that xiik loves to work on. There’s just something about the mission. We get excited about humanity-oriented organizations and want to help preach their gospels in the digital landscape.

So, how do we make it work when we don’t want to sacrifice quality while meeting a nonprofit budget?

• Collaborate Creatively
• Set Clear Expectations, Define Phases
• Educate About Value of Long-Term Investment

I’d like to expand on each of these in detail below, using our recent Walden School website launch as a case study.

CREATIVE COLLABORATION

Whenever possible, we help non-profits leverage their organizational strengths to create an efficient, value-conscious process. In the case of the Walden School, we were blessed with a deeply committed staff with exceptional writing skills. Given that, we could provide them with page navigation and a style guide to let them write and format their own content, using the Content Management System they’d eventually need to learn anyway. Once the Walden School staff had completed their content migration, xiik was brought back to the project for technical/editorial QA and of course, site launch. Not only did their contribution provide a lower cost at the outset, but it also created early ownership and enthusiastic buy-in of the site from the Walden School staff.

SET CLEAR EXPECTATIONS, DEFINE PHASES

Budgeting a new web presence for the average client is usually driven by estimating the most effective investment to serve short- and long-term goals. With nonprofit clients, though, the conversation may instead be: what can you budget right now?

That reality aside, it’s still critical to consider the long term objectives — we want the initial product scalable for future enhancements. It’s also crucial to set expectations early on in the process to ensure a detailed scope of work is agreed to between xiik and our clients. A project with undefined scope will end up experiencing the dreaded scope creep, i.e. “But I assumed the donation page would include PayPal integration costs” (when it did not). In a situation where one is already attempting to accomplish much in a shorter span of hours, having adequate communication — both verbal and contractual — to clearly define the limits of what you’ll accomplish together is critical. It helps ensure both client and agency enjoy a good relationship during project development. It also undoubtedly impacts the final product.

One effective way to manage budget, scope, and those inevitable dreams of having the most-fully-loaded-integrated-marketing-experience-ever, is phasing.

With the Walden School, we prioritized based on their website goals to deliver a rich user experience with room to grow. As staff have gotten familiar with their WordPress CMS, they’ve naturally discovered customizations that would further streamline their workflow. They are keeping a running wish list and we will be able to address these as follow-up enhancements in the coming months. We had also discussed integration of their separate alumni community site, Hand Over Hand, into the primary Walden School domain early on. Because it was not critical for this site launch, we’ve instead designed a site that can accommodate this feature sometime down the road.

EDUCATE ABOUT VALUE OF LONG-TERM INVESTMENT

To ensure expenses serve the organization well, all nonprofits must ultimately answer to a Board to receive approval for budgets and larger investments. It’s not just necessary to get buy-in and demonstrate ROI for larger capital costs — it’s worthwhile. We find it relevant to educate our clients as to the shelf life and extensibility of certain site features for which a client might question its initial cost.

Most non-profits are already adept at looking for opportunities to shave cost. It’s a reasonable way to operate. However, as a partner, xiik is responsible for advocating for the most effective end product — one that doesn’t go so bare bones that it inhibits a client’s potential growth. What would be the point of that? So, it is also then incumbent upon us to help the client make the case to their Board about why a certain feature might be the right investment now.

The Walden School was initially hesitant about building their new website within a Content Management System platform. Would the additional development cost be defensible in the long run? We made the case that not only would their ability to update content on the fly make them more agile and improve their pool of applicants and donors, but it would also enable them to save cost on the content migration. In essence, we were replacing one cost for another but adding long-range value.

Every client brings a different set of needs. The above list of tactics can apply to non-profit clients as well as many for-profit clients. But the point is that nonprofits can and should strive for the right marketing partnership to help them achieve their goals on budget and with excellent deliverables. We find value in accomplishing for a nonprofit organization something beyond what they ever thought feasible. We love it…there’s just something about that mission.

If you’re a nonprofit or agency, we welcome your thoughts and would love to hear your strategies that have resulted in a successful nonprofit/marketer relationship. What has worked for you?

You’re a designer or programmer without an Accounts Team.

And the decision to operate without one is not limited to the one-man band we call freelancers. Established firms are just as guilty of these familiar nightmares:  “The sales guy told us six weeks; it’s been six months and he rarely calls back.”  “It’s not at all what we wanted; we don’t feel like there was anyone advocating for our needs.”  “Her designs are pretty good, but man — she seemed bothered every time we called…”

If you’ve ever worked with a creative services firm without an accounts team, you know that they generally put client management into the hands of the project doers. The worst-case (and most frequent) scenario is to be given to the salesperson who drew up your contract. Most often s/he will want to pass you off to the creative department because his/her job is finding new business, not project management. So now you’re talking to a designer familiar with how your product should look, but possibly not in ownership of the overall campaign strategy.  Therefore, when you requests changes, the designer may not know if those changes will weaken that strategy or if the change will adversely affect other considerations like programming, printing costs, timeline, etc. Additionally, the designer is often working on several projects at once and would like to avoid slowing down the delivery all of his/her projects in favor of your phone call.  Next! You get passed to a new team member in this unfortunate game of hot potato, maybe a programmer with half of the puzzle. The most frustrating aspect comes once the project is finished and you have no idea who to contact.  New enhancements, revisions or updates may even be made by a completely different person again.  Being the hot potato is not a formula for good service.

Account Managers and Coordinators are important because they provide a communication center between the client and the firm. If you want a good process, you need a communicator. Someone who can respond quickly, anticipate your needs, and ensure that you know what’s going on at every stage. A good designer is focused on your design; a good account manager is focused on you. It makes a world of difference to have someone familiar with the ins and outs of the development process, so s/he can advocate for the changes you want, while balancing that with best design practices.  Who’s going to speak for you at that internal meeting? Your Account Manager.

Another point: too many people think that the marketing strategy is done after the initial project is complete. Successful companies, however, know that marketing tools like websites must evolve over time as a company gains better understanding of its audience. In that regard, an Account Manager is your marketing partner. Visualize having someone going through the development alongside you, always considering your perspective and gaining valuable information about your working style and your company’s path. When it comes time for that next project, whether that’s four weeks or four months, why start from scratch? Your Account Manager will already be equipped to pick up where you left off and help you make strategic marketing decisions.

For instance, at the most reputable advertising agencies and creative services firms like xiik, Account Managers and Coordinators work closely with clients throughout ideation, development, delivery, and are available after the project is complete. They keep clients up-to-date as to key project milestones, walk them through design decisions, present research, solve concerns, and help clients evolve their marketing strategy over time. When you need to ask a question, the designer has not put down the pen. Account Managers identify a solution that can then be efficiently executed by the designer. They also ensure that the designer receives all site assets and approvals from the client on time. This high level of attention serves to predict potential red flags and help the client through unpredictable roadblocks, which in turn serves to keep projects on-time, on-budget and, most importantly, on-strategy.

Ultimately, it’s about breaking down the process and assigning aspects of it to those who do it best: a system of checks and balances that results in a better product, more personalized service, and a low-stress experience for all parties. That means you get to focus more energy on your own products and services, rather than chasing down an unruly vendor.

Christopher Maikish is an Account Manager in xiik’s Los Angeles office.

In the month of September alone, xiik – Interactive Marketing has hired three new employees for its Accounts team, two for the Indianapolis office. This reflects a trend of steady growth for xiik as it builds a solid reputation for exemplary personalized service and excellent custom marketing solutions. The team’s newest Account Coordinator, Josh Corken, will also be lending his considerable design talent as an Assistant Art Director. Josh had this to say about his recent start: “Working for xiik has been a completely different experience than any previous job I’ve held. Not because the projects are different, but rather the people, or as we call each other, ‘xiik geeks.’ For the brief time I have been on board, it has been each team member’s passion and dedication that has really kept me excited and happy to be at work. In short, I’m delighted to call myself a geek!”

In addition to new talent, xiik has leased an additional space for its Indianapolis operations. Having outgrown their existing space, the new digs will offer a downtown presence for their Operations staff while they retain their northside office as a dedicated space for their growing Accounts team.

xiik Interactive Marketing has developed a new web presence for entertainment pioneer, Junket Productions, Inc. (JPI). The legendary creator of the now ubiquitous film promotional tool – the satellite media tour (SMT) – JPI has spent the past thirty years partnering with nearly all of the major Hollywood studios to bring to the masses celebrity press junkets that create buzz and elevate interest in major new releases.

Broadly speaking, Junket Productions, Inc. wanted a visually stunning, yet understated website that would speak, primarily through video and photography, to the integrity of their brand’s product and services. A few key goals for the new web presence were achieved: first, xiik’s design tells the JPI story through an interactive timeline, which begins in 1979 with owner Dominick Azzaro’s first satellite media tour for Alfred Hitchcock’s final film, Family Plot. Related conversely to their wish to celebrate their longevity is their desire to remain on the cutting edge of technology. In addition to being the first in the press junket pool to offer clients an HD option and “tapeless” interviews, JPI has added interactive components to their website which offer clients and crew more immediate access to the media they create. Utilizing the popular Stickam API, their Client Login enables clients to view SMTs streaming directly from the website. The Crew Login provides crew out on location with access to production schedules, bringing even more efficiencies to their daily operations. Additionally, visitors to the site perusing the junket video archives are now be able to interact with their favorite social media sites via a sharebar for each featured project.

A final defining aspect of the site is an exciting video element, used to illustrate the power of their satellite media tour (SMT) product. Created with a blend of Maya and After Effects, this 3D animated video combines live action and 3D animation to catapult the viewer through the transmission of a live interview from an LA studio to destinations around the globe.

Commenting on the entirety of the project, xiik Creative Director Matt Pierson shared the following: “I think I speak for all of the xiik team when I say that we’re ecstatic to be working on Junket’s marketing. Since I was a little kid, I’ve loved movies and entertainment trivia. Couldn’t get enough of it. Needless to say, it has been great fun to be developing a website for a company that plays such an important promotional role in the entertainment industry. With any website we create, we really have two main goals in mind: first and foremost, we want to make our client happy by providing a user-friendly experience. Now, if we can continue to innovate in terms of our design and development abilities all while keeping our clients satisfied, then I feel that we’ve done the job we initially set out to do. I think we accomplished these goals with the Junket website, and I can’t wait to share it with everyone.”

Junket Productions Inc.’s new web presence launched September 1, 2009 with a flurry of enthusiastic industry feedback.

xiik – Interactive Marketing has signed a deal to develop a new logo and web presence for ALERA, the Arizona chapter of the national Labor & Employment Relations Association (LERA). Formerly known as the Arizona Industrial Relations Association (AIRA), ALERA’s rebranding signifies an effort to better align itself with its mother organization and its simple motto: “Shaping the Workplace of the Future.” ALERA, in its own words, is a “unique organization where those interested in labor relations and human resources interact to learn more about the profession, share ideas, network and keep abreast of new developments and research.”

ALERA’s specific goals in rebranding are to enhance its visibility as the expert organization in its field statewide, as well as to build membership by engaging the current and future generations of labor and employment professionals. With clean branding, an interactive website, and a focused commitment to social media sites like Twitter, ALERA’s initiatives are well within reach and come at a perfect time: Attention to labor and employment issues is growing with a new White House’s promise to improve union and immigration policy, debate over the Employee Free Choice Act, and the ways in which technology is changing the landscape of the workplace.

xiik will enhance ALERA’s marketing efforts with a new online presence and ongoing marketing support. The new website will promote and manage events efficiently, allow prospective members to join online, expose the organization’s newsletter to a wider audience, and make the site content easy to update. Moreover, xiik Director of Operations Chris “Topher” Overstreet shared, “They also want their site to serve as an interactive forum for experts in employment issues. Members will be able to share info with each other outside of physical meetings. It’ll even allow them to connect with experts beyond the membership of their Arizona chapter, which will enrich programs, elevate debate, and bring fresh perspectives.”

Once the new online marketing is launched, xiik will measure increases in web traffic over the next year, as well as evaluate increases in conference attendance and general membership.
ALERA’s online debut is scheduled for Fall of 2009.

So, no brainer, right? Well, here’s something to consider seriously for anyone dabbling blindly: As the social media audience for communities like Facebook, Twitter, YouTube, iTunes, LinkedIn, etc. continue to grow rapidly, so will the number of special interest groups and messages we are bombarded with. Just as email evolved in the 1990s to filter out spam, our mindset in online communities has become geared towards that permission-based philosophy: I decide which groups I let talk to me on a regular basis. And as we grow wary of the brimming marketing waters on the other side of that opt-in firewall, we are becoming more selective and less forgiving.

This means that now more than ever, a non-profit has to make a persuasive mark online the first time and then continue to delight their followers with clear branding and engaging, relevant content. One of the most accessible means of achieving this is viral video.

How many times in the past year have you been sent a link to a video or spotted one on someone’s newsfeed? If you liked it, did you forward it on to others with similar interests? And perhaps you were already brought to a host website or clicked a website link from inside a social media site because you were interested to know more about the organization behind the video. If you haven’t done any of these things, you are in a fast shrinking minority these days. Online interaction with video media will only get bigger as more content moves to the web from traditional sources like radio, television, and print. Consumers interact with this kind of content and, when done well, enjoy it more than plain mail.

Additionally, utilizing these tools sooner than later lets you engage with the future makeup of your base: Millennials. These are those idealistic, social youngsters aged 15 – 29 who are quite used to filtering out poor marketing messages and live on the web more than anyone else. According to the non-profit marketing blog Getting Attention: “Your org has to learn how to work with Millennials most effectively if you want to move forward, and they’re incredibly savvy marketing wise. As [researcher Alison Fine] said at the close of a recent speech on her research, ‘If we don’t figure out how to incorporate Millennials into our nonprofit organizations, they’re just going to start their own causes, overnight, using free tools.’”

Another powerful effect of video is what VisibleMeasures.com calls “viral activation,” where “interest in a new clip drives a corresponding increase in viewership to related, but older clips.” This means that your investment of time and budget into a viral video could produce a marketing piece that helps your organization engage with online audiences long after its original release.

All of this additional, targeted web traffic improves your brand visibility and provides a self-sustaining vehicle to improve membership, event attendance, fundraising, etc. So, if it can be effective, then how do you do it? PBS.org’ online guide Mediashift has a great article with some case studies titled How Charities Harness Social Media to Raise Awareness, Money. Here are some more thoughts:

Content is King

Some of you out there may be inclined to go for the hard sell approach: Bam! This is my organization and this is why we’re awesome! So, sign up for these three events and donate to our cause! This is most likely not a useful approach. The content of your video needs to feel less like an advertisement and lean more honestly towards entertaining and/or educational. Find a story or angle that will create genuine interest on the part of your viewer that will make them want to know more about what you do. And know your audience. Maybe plan on three smaller videos that each target a different constituency, rather than one fancy masterpiece that may be too broad in scope. Or not. Your commodities online are time and attention-span: use them wisely.

Getting the Viral Ball Rolling

Just like that proverbial tree falling in the forest, if no one sees the video, then what’s the point? If you’ve started with investing in compelling content, then the next step is getting it out there. You’ll need a smart plan that includes [of course] posting to social media sites, email marketing from your existing database, and interacting with your audience to encourage them to participate — whether that’s posting online comments, “retweeting” the video on Twitter, blogging, joining your Facebook Fan Page, or creating a response video.

Finding a Bigger Marketing Budget

Creating a video campaign does not have to break the bank, but the return on investment can be huge. There is the opportunity to leverage existing corporate sponsorships and/or forge new ones within the social media arena using viral video in a way that brings value to both brands, increases your reach, enlightens your audience, and safeguards your existing budget. Win, win, win, and win.

To learn more about how xiik Interactive Marketing can help accomplish such an effective campaign, give us a call at 888-900-XIIK.

Sources:

http://www.gettingattention.org/my_weblog/2008/05/tow-of-my-fav-o.html

Posted by Nancy E. Schwartz, May 21, 2008

http://www.visiblemeasures.com/news-and-events/blog/bid/8164/Evolution-of-Dance-2-Evidence-of-Viral-Video-Evolution

Posted by Matt Cutler on Wed, Jan 28, 2009

http://www.pbs.org/mediashift/2009/04/how-charities-harness-social-media-to-raise-awareness-money118.html

Posted by Mike Rosen-Molin, April 28, 2009

At the second annual meeting of the Interactive Advertising Bureau, CEO Randy Rothenberg opines, “Although performance marketing has powered our growth, we must move beyond the click and redouble our efforts to prove…great brands can be created and sustained using interactive media.” Add to that Wenda Harris Millard, co-CEO of Martha Stewart Living Omnimedia, also at the IAB event, who spoke even more plainly: “While for years the business seemed to err on the side of art, now I think it errs on the side of science and math.” Here, we see a viewpoint largely concerned with the way existing standards stifle creative innovation. These folks just want the online user to have a more lasting and memorable interaction with these ads.

I am 100% with them on that.

Conversely, we have another recent development on the metrics side, as reported by Mike Shields of Mediaweek:

“Microsoft has formed a coalition of prominent online publishers to consult on the development of PubCenter, its still-in-beta ad management tool. The new Publisher Leadership Council includes Viacom, The New York Times, Dow Jones Online, Time Inc. and IAC…PubCenter ultimately promises to streamline the many laborious processes inherent to selling online advertising, including inventory management, forecasting, pricing and reporting.”

Microsoft’s move is not the first, as Mediaweek brings to mind Publicis Groupe‘s June 2008 launch of VivaKi. According to its press release, VivaKi is a “strategic initiative designed to significantly improve the performance of advertisers’ marketing investments.” How will they accomplish this?

“VivaKi will take advantage of the combined scale of the autonomous operations of Digitas, Starcom-MediaVest, Denuo and ZenithOptimedia to develop new services, new tools, and new partnerships. The strategic move reflects Publicis Groupe’s conviction that a totally new and more integrated organization of the media, interactive, analog and digital universes is necessary in order to leverage scale and technological innovation, the key determinants of future success.”

Considering part of xiik’s mission is an integrated approach to marketing solutions, I’d have to say: I am 100% with them on that, too.

And herein lies the snag: as is often the case in public discourse in a modern democracy, the real solution is usually not A or B, but both. The decision between creative innovation and ROI is a patently false choice and the lazy route to take. There is no reason, just as we encourage an interactive dialogue between company and consumer, why we can’t include both innovative concepts and metrics at the table. I say let these two factions duke it out on a high level, so long as they agree to including one another in their quest for excellence. Here on the ground at xiik, we know that we’ll continue to build upon our existing dialogue between creative and technical, adding to our conversation those very burgeoning industry innovations as they develop.

Sources:

“Millard Issues Plea for More Art, Less Science,” Zachary Rodgers, ClickZ.com, 2/23/09

“Microsoft Forms Coalition of Web Publishers,” Mike Shields, Mediaweek.com, 2/23/09