NonProfit Stalking: Research Results (1)

People have questions. They ask questions like how do non-profits get funding and where can I find marketing for non-profit to non-profit how much can I pay myself? The High Impact Institute might have answers if we only knew what those questions were. But we do now! We used these tools:

Answer The Public - A keyword search listening tool that tells you what people are whispering into Google about your topic

GuideStar - A national database of non-profits that can be searched by keyword, location, organization size, and revenue

SparkToro - a keyword and SEO search tool that tells you about the audience that searches for a social account, website, hashtag, or topic

Now we know what questions people are asking, what non-profit leaders are digging on YouTube and in podcasts, and how we can best target these groups to provide them with the resources that we’re here to share.

What Words are All The Buzz?

Using SparkToro, we can use our sneaky sleuth search bar to learn how popular keywords are, what websites and social media accounts they relate to, and the words that people frequently use within these search terms.

Keywords

Once we know what the people are searching, we can find them!

Where are The People At These Days?

People are all over the place on the internet. Thankfully, with SparkToro, we can pinpoint what sites they use, the social media accounts they follow, and the YouTube channels they watch.

Some of the most-followed social accounts and websites based on popular keywords fundraising, nonprofit boards, nonprofit manager, impact, and opportunity are as follows:

Social Accounts
Websites

These people are on YouTube too! Here are popular chanels that these audiences watch:

YouTube Chanels

What are the takeaways from this?

People are on Twitter! All of the social accounts that people who use the keyword search terms have the largest following on Twitter. For example, 81% of nonprofitorgs followers (959,922 followers total) are on Twitter compared to Instagram and Facebook, and 78% of Acumen’s followers (544,661 total) are on Twitter compared to Instagram and Facebook.
Many of the YouTube channels that people who search these keywords follow are based around people or popular causes. For example, The Clinton Foundation and Save The Children USA are two familiar YouTube channels among people who follow the keywords.
- Audiences who search these words follow similar sources and express similar “most mentioned skills.” These websites and social media accounts are sources of influence and act as resources for people who are asking questions about these topics. For example, among “most mentioned skills” in these websites, social media, social media marketing, strategic planning, fundraising, public speaking, leadership, education, and management were all frequently mentioned.

Now that we know where people are and the buzzwords we are using, we need to know how we can use these to answer questions that are searched that have these keywords.

What Questions are NonProfit People Asking?

Answer the Public gives us questions that people most commonly ask about topics. When you enter a search term into Google, it gives you five or six suggestions on what it thinks you could be saying. Well, Answer the Public gives you them all. I’ve filtered through the questions to find the ones that can be applied to our audiences and can be answered with the resources we have.

What are people asking about non-profits?
What are people asking about non-profit marketing?
What are people asking about non-profit fundraising?
What are people asking about non-profit boards?

What are the takeaways from this?

We know the key terms that people are searching! By using these in the titles and descriptions of content, product descriptions, and blogs, we will raise our SEO.
Let’s hop on a trend! Here’s an idea:
- YouTube: ___ Answer The Web’s Most Searched Questions (HII Edition)

Who Should We Target?

Now, we’ve reached the final point of all this research. What do we do with this information? Using tools like GuideStar and CauseIQ, we can use lists of our collected keywords, questions, and locations to finally do our stalking: we’ll find our nonprofits by name.

CauseIQ/Guidestar

Email Lists for Marketing
Register/list of Nonprofit Associations (general, boards, fundraising, workplaces)
Nonprofit Conferences
Nonprofit Resources
Nonprofit Data

What Is Already Out There?

Online Courses

Articles

What is specifically offered (bundles or build your own bundle)

IDEO-U

Taking a collection of courses that lead to a certain IDEO-U certificate

Foundations in Design Thinking Certificate

What kinds of perks are offered for people who take it? one on one sessions?

School of Motion: Build your network, connect with industry pros, and celebrate with your peers.

Get targeted feedback from Teaching Assistant.

altMBA: Appeal to community: You can find our alumni on LinkedIn, in your friend circle, at work, and maybe even in your own family.

What kinds of materials do they get to keep once the course is over?

School of Motion:

Can I access my course content after the course ends?

Photoshop and Illustrator Unleashed

Yes! Once you complete Photoshop and Illustrator Unleashed, you’ll have lifetime access to all the course lessons and materials, so you can revisit them whenever you like. Also, if we make any changes to Photoshop and Illustrator Unleashed following your session, you’ll automatically receive access to the latest version.

Please note: Video critiques change each session, so you’ll only have access to the video critiques during the session you're enrolled in. The written critiques you receive in your homework locker as well as the classroom content will also remain available to you forever!

Credentials or titles that they can use on their LinkedIn or their general toolbelt?

What is an IACET?

Home

CEU: Continuing Education Unit

The Continuing Education Unit or CEU was created and defined in 1970 after IACET and the U.S. Department of Education task force studied the measurement of non-credit continuing education activities. The continuing education unit (CEU) was designed to:

Provide a standard unit of measurement for continuing education and training,
Quantify continuing education and training (CE/T) activities, and
Accommodate for the diversity of providers, activities, and purposes in adult education.

1 CEU: 10 Contact Hours of participation in an organized CE/T experience, delivered under responsible sponsorship, capable direction and qualified instruction. CEUs can often be converted into other measurements, such as Professional Development Hours or Continuing Education Credits, depending on the organization and/or regulating body.

What is Credly?

Used in School of Motion

Issue digital badges, gain insights about your workforce, and supercharge profiles in your applications on the world’s largest digital credential network.

Digital credentials translate traiing into career success for earners, driving demand and revenue for your training and development programs.

Credly Pic.png