Our Best Resources for Marketing & SEO
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Empowering mission-driven organizations is our bread and butter. We’ve spent over two decades refining our disciplines and developing a myriad of free tools to better equip nonprofits, associations, universities, and government agencies everywhere.
Compare any two organizations and you’ll quickly see that they have different needs. They require different resources, and they’re likely not at the same level of marketing maturity. Our resources below are designed to meet you where you’re at. You may not need help with every single topic below—but if you learn something that makes you even 3% more impactful for your audiences, well then, it was worth it.
So, let’s get to what you came for: Welcome to your one-stop-shop for our best resources on marketing & SEO.
What Makes a Savvy Marketing Team?
The marketing umbrella includes content development, social media, design, branding, analytics, events, audience research, campaigns, advertising—just to name a few. It’s not likely that your organization needs to use every single component in its marketing operations. It’s even less likely that every time you hire, you’re hiring one person to be focused on only one component.
Sure—there are a handful of standard roles on any marketing team that can account for basic marketing operations. But the savviest marketing teams have different compositions based on the organization’s current goals and needs.
It starts with three questions: Where are you now? What are your pain points? Where are you going? Dive in:
Marketing Campaign Strategy Template
If you’re going to effectively promote anything, you first need a plan. This is especially true for limited-time marketing campaigns—e.g., school enrollment pushes, holiday fundraising appeals, special events, revamped membership benefits, etc.
We crafted a simple, comprehensive template for planning, executing, and evaluating your next marketing campaign. This will serve as the guiding document for everything your organization does to promote itself. It’ll help you identify your campaign goals, key elements, logistics, and timeline.
Annual Communications Plan Template
Planning is the best way to keep an eye on your organization’s strategic goals, even in those times when you’re not quite sure what’s coming next. A written annual communications plan helps you clearly lay out what you’re going to do and how you’re going to do it. Or, in other words, your strategy and tactics—and you have to have both in planning.
Our Annual Communications Plan Template will help you focus on strategy, set priorities, support your reasoning with colleagues, create team alignment, plan your tactics, and build a budget.
Bonus: Learn how to use our Annual Communications Plan Template
If You Build It, They Will Come: Finding the Right Keywords for Your Audiences
The most effective way to get your content in front of your audiences is through Search Engine Optimization (SEO). With that said—SEO is not an overnight endeavor. It takes time to see the impact of your work, and it all starts with selecting the right keywords.
By using keywords strategically, your organization’s content can appear front and center when your potential donors, volunteers, members, students, etc. are looking for it. The healthiest strategy for identifying keywords uses a combination of the tried and true methods, tools, and best practices found in this article:
SEO for PDFs: Optimizing Your PDF Files for Search
Search engines like Google can easily locate and read PDF files on your website. But these documents often lack basic information that helps search engines know what the content is about—which ultimately affects your position in search results.
If you’re using popular programs like Word, Acrobat, or InDesign to create PDF files, this article will help you understand how to optimize your documents for search.
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