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Friends! I appreciate your patience regarding this blog post. Gotta love technology!
I recently met with Brooke Thies to discuss how nonprofits differ (or not) from businesses in how they should approach marketing. She offered several insights from her experience, including low-cost (or free) marketing strategies, the value of networking as part of your marketing strategy, and things to avoid when considering how best to approach your strategy.
Here are a few highlights from our conversation:
-Post. Post. Post often and use videos. Consistency (not perfection) is key.
-Networking is a valuable resource because it gives you the platform to share about you and your organization, allowing you to build connections that might otherwise have eluded you.
-Interacting with posts from others in your sector and community is an easy way to show your value to those who need to see it.
To see other tips, tricks, and pet peeves, read on!
Celeste Carlson (growinggoodconsulting.com)
Let’s just dive right in.
Brooke Thies
Yeah, sounds great.
Celeste Carlson (growinggoodconsulting.com)
Why don't you start by telling me about you and your journey into marketing?
Brooke Thies
I'm Brooke Thies. I'm a marketing strategist. I specialize in creating custom marketing plans. I especially love working with small businesses and women business owners.
I started when I was 16, I started a Facebook Pokemon fan page and grew that to over 10,000 in just a couple years, just casually.
It was fun. So it's been a long time coming and I have a lot of practical uses; A lot of uses on the job, especially when I've been through a lot of management. A lot of my learning experience of has been, okay, how can we take the strategy and implement it?
Celeste Carlson (growinggoodconsulting.com)
Wonderful. Thank you for sharing that with us. So when you think about marketing as a strategy that businesses and nonprofits can use, do you think there are differences in approach between the two?
Brooke Thies
So there isn't too much of a difference in how they can approach it and some of the best businesses succeed by sharing their story and their reason why. I love a brand business-minded approach when you look at your marketing because it is ever-changing and is competitive in nature.
So, businesses and nonprofits will be competing for the same attention.
Celeste Carlson (growinggoodconsulting.com)
Yes, I can appreciate that. So, are there tips and tricks that you think small emerging businesses or nonprofits can use without spending much money?
Brooke Thies
Yes, so sharing expertise is huge. Sharing your story and creating those connections is something that is a really affordable way to start your marketing plan.
One of my favorite things to recommend people to do is literally to get on social media and interact with other people in your industry or in other industries. In this way you get your name out and create those personal little touches. If you're commenting on 15 people's posts, uplifting them, those can create a really solid interaction and drive those people back to you.
Celeste Carlson (growinggoodconsulting.com)
Yes. And I have seen some of the advice you've shared with me produce results. Regarding just posting, something to remember is to not be too concerned about the perfection of the post, because as soon as you post it, it's antiquated.
Brooke Thies
Right? So if bad content dies quickly, then why not just put yourself out there?
Celeste Carlson (growinggoodconsulting.com)
Right. And the more you do it, the more confident. and comfortable you feel in doing it, the more it just becomes the natural part of what you do. And then it becomes a habit and you start to replicate those things that you were so intimidated by just a couple months ago.
I have felt that same way.
Other advice that you have shared with me is to post often, which has been really helpful to me.
The other thing is integrations of different things that you can put into those posts that make them pop up easier or make them more noticeable to the audience. Can you speak to that?
Brooke Thies
Yeah, so ultimately posting is better than not posting, but the more you post a value and also incorporate things that will catch eyes and live longer, the more likely you'll have people to actually see and interact with their content. So naturally, depending on the platform, you can just post text. However incorporating a picture or video will elevate the post because they have more personality. Videos and pictures also take up more of the screen. So naturally, you're going to take up more of the eyesight.
Celeste Carlson (growinggoodconsulting.com)
That was exactly what I was hoping you were talking about.
So in regards to posting and different marketing techniques that small or emerging nonprofits can think about, Are there things that don't break the bank, maybe it might cost a little bit of money, but are well worth the value of those dollars?
Brooke Thies
Yes, so one of my big things is networking. I absolutely love that. And sometimes in order to join a good organization, there is a small price point there, but you have the ability to really be taken seriously, and be integrated with people who are your ideal clients, typically. Collaboration is huge here. The more you get out and let people know who you are through networking is an affordable way to really make and share your impact.
Celeste Carlson (growinggoodconsulting.com)
Sure, and this allows you to speak about the value you can add to their work. Likewise, it gives non-profit professionals the opportunity to talk about the services they provide to the public in general.
Brooke Thies
Which is huge. A lot of people want to volunteer and a lot of people have money to give, but there's so many different causes that if you don't get out in front of people and show people that your organization has a story and its story is just as valuable, then you might miss your ideal donor or volunteer.
Celeste Carlson (growinggoodconsulting.com)
So, speaking of networking, can you speak to some tips of how to utilize networking as a way to expand your audience?
Brooke Thies
Yeah, so some of my favorite ways to use networking to expand your audience is helping them plug into the work you do. For example, you can invite participation in your newsletter and when they sign up you provide a resource (something of value). Another way to use networking is to give away a ticket for an event you have coming up…Perhaps a lunch and learn. This is also a way to gather their email.
Another way to build your audience through networking is to take pictures while you're there and post those after. You can post something like “last night I attended night cocktail party and really loved it!” Then, if you link to someone you met, then it encourages that person to respond to the post. In fact, it's kind of seen as rude in the social media world if they don't interact with it in some way. Normally you'll get interactions where that person will come on, comment on the status and say, oh my gosh, it was so great meeting you.
This exchange also boosts the algorithm, encouraging more people to see it and interact with it, and not only that, but it shows that I'm out there and I'm trying and I'm working my butt off.
Celeste Carlson (growinggoodconsulting.com)
Yes, and for those who are new to posting things; say, for example, you and I go to an event together. I post and tag you. That post opens to your audience, not just mine.
Brooke Thies
It doubles my reach or more.
Celeste Carlson (growinggoodconsulting.com)
So one of my favorite things to do is not just tag that person. But I like to talk about a little bit about what they do and how they add value to the Kansas City metro area.
So then, if my audience resonates with that person or their services, they know how to reach out to that person.
Brooke Thies
And then there's just another example of how you can uplift other people to make a greater impact. And not only that, but when you're seen uplifting other people, you're being seen as a good person who's also giving back.
Celeste Carlson (growinggoodconsulting.com)
So why would I not want to support you when you're supporting the community around you? Absolutely. 100%.
So, in light of this social media conversation. One way that you can expand your reach is through ads.
A, how do you feel about ads?
B, if a nonprofit wanted to use ads, do you have any tips on helping them stretch their dollars to make those ads go further?
Brooke Thies
Yes, so when you're looking at placing ads, having clear messaging is the primary goal. All too often, I see nonprofits being like, okay, we want more vision, let's let's publish an ad. They’ll throw some money and boost the post. But, unless you have a clear call to action and direction, that money will just get more visibility, but it might not get more followers or more engagement.
Celeste Carlson (growinggoodconsulting.com)
Can you speak about “call to action?”
Brooke Thies
Yes. So when you're publishing ad, you want to drive them somewhere. So call the action is a direction you want them to go. Which could be to go like your Instagram, follow your blog, or sign up for your newsletter. Whatever it is, it has to be clear and defined.
So in that way, you can guide them exactly there and make sure your messaging is supporting that.
Celeste Carlson (growinggoodconsulting.com)
Or, for example, if you want them to sign up for your newsletter, you need to have that link very clear. I mean, you can tell a story, but then have that call to action with a very quick and easy way to follow through on that call to action.
Brooke Thies
Yes.
So I'm not a huge fan of just throwing money toward advertisements. I think there are other ways you can be frugal with your marketing dollars like creating new content for your blog to increase your search engine optimization.
I do love Google ads, but only if you have that search engine optimization already in place. But that is a whole process that people make into a career.
Celeste Carlson (growinggoodconsulting.com)
Yes, so much to discuss there, which could be a topic for a future blog.
Brooke Thies
Yeah, for sure.
Celeste Carlson (growinggoodconsulting.com)
Okay, so, I recently heard of a non-profit advertising with or through a different non-profit. What do you think of this idea? Do you think it's an emerging trend that other non-profits should be watching?
Brooke Thies
Yeah, so I actually love it.
It's a really neat thing when two organizations partner up because they double their audience, but one thing to consider is that they may also have donor exchange.
Celeste Carlson (growinggoodconsulting.com)
It's just being aware that you're sacrificing the chance of this. I guess it is similar to me uplifting other consultants in the Metro area. But there is no way that I could be the only consultant who serves everyone, right? So I think it's really unfortunate when you try to silo yourself instead of breaking down the silos and collaborating because you just never know who that audience member could be that you didn't connect with before who might hear your message and resonate with it.
Brooke Thies
So, I love collaboration. I also run badass women entrepreneurs of Kansas City. The biggest thing that we're about is collaboration because it increases that visibility.
Badass’s reach increases from members sharing about us, and their reach increases as well as because we're promoting them, too!
Celeste Carlson (growinggoodconsulting.com)
Yeah, amazing. Okay, so the next question might be kind of funny. Do you have any pet peeves of strategies you have seen that you would absolutely not recommend?
Brooke Thies
There are a couple of them, but one that I've seen most recently is using ChatGPT for everything, and it sounds very artificial.
So in creating content, sometimes people plug it into AI or they try to sound way too scientific and almost overly professional or overly wordy.
Celeste Carlson (growinggoodconsulting.com)
Without adding that personal touch
Brooke Thies
Yes. So it makes your content come off as fluff, or you're just trying to sound more intelligent. Either way, I think these reduce the quality in your post. When you give off these messages you seem less approachable.
Instead, you want people to want to listen to your story.
Celeste Carlson (growinggoodconsulting.com)
Absolutely. I can think of a couple of posts recently where I was like, they just said a lot of words, and there's not much else that I can take from that.
Brooke Thies
Yeah, if it's words without value, then it gets boring and that's what you want to avoid using social media. You also don't want to intimidate your audience by putting out content they may not be able to understand. That’s a pet peeve I have, too.
Also, if you scream donate, donate, donate, and you're not getting any response, just screaming it more is not going to make people interact with them.
Celeste Carlson (growinggoodconsulting.com)
So instead of, donate, donate, donate, what are some other options?
One thing I think is obvious is that you can talk about the people you're impacting.
But what else? What are there some other stories or things you can share or demonstrate that would resonate with the wider audience?
Brooke Thies
So showing impact is huge. I think that impact and story alone can drive a lot of your content. I'm going to use a big organization like Big Brother's, Big Sisters.
What they do amazingly and what anyone can do with a small budget is to really show how the lives are being affected through the services they provide.
Another example could be a dog rescue. What they can do more is talk about what a happy dog does for your family and how that improves your surroundings. They could also show success stories by incorporating the positive rather than just focusing so much on the need. This puts people in a better headspace to think about donating.
I don't know if anyone remembers the commercials, the eyes of the angel, the dog one, with the sad music.
Celeste Carlson (growinggoodconsulting.com)
Oh my gosh, yes.
Brooke Thies
But did anyone actually donate to it? It's impactful, but showing the positive benefits of adding a dog to your family could have better results than focusing on the negative.
People are looking for that lighthearted feel-good stuff.
Celeste Carlson (growinggoodconsulting.com)
Ok. In light of that, is there something surprising that you have tried or something you've seen someone else do that seems to be really effective?
Brooke Thies
I mean, like everybody wants to go viral, right? Like everyone wants to be like the ice bucket challenge and raise millions of dollars for whatever. Yes, it's not really realistic to try for that, but there are other creative things that you've seen that I’ve thought, oh, I need to try that.
Brooke Thies
Yeah, so actually I did an experiment where I started recording some videos on being a woman entrepreneur, a mompreneur, all that stuff. And I've been playing around with different tricks. So for example, hashtags. Already, my account with less than 100 followers is getting on average over 700 views.
Celeste Carlson (growinggoodconsulting.com)
What? Wow.
Brooke Thies
Other things I’ve tried include editing the screen view, and I've been playing around with trending sounds, as well.
So it's some really simplistic things. The main point is that consistency is a huge thing. So it's using these tricks and still providing quality content. Then you appeal to the algorithm, people like and share your content.
Recently, I used trending sound on TikTok for one of my videos. So I posted last Thursday and it's at over 1600 views. (on Monday)
Celeste Carlson (growinggoodconsulting.com)
Wow.
Brooke Thies
And again, that’s with less than 100 followers because they use trending sounds and hashtags.
Celeste Carlson (growinggoodconsulting.com)
Well, that sounds like a really easy way to increase your reach without having to put too much energy, time, or money into it.
Brooke Thies
For sure. And all I did for that reach is throw up my phone and talk about something and add relevant hashtags (and I used more than I thought I needed because it increases the reach.)
Celeste Carlson (growinggoodconsulting.com)
Okay. Got it. So post consistently, post often, create value instead of just asking for money, add pictures and videos when you can, and, add hashtags.
Brooke Thies
We also talked about collaborations, too, so interacting with other people and networking are also absolutely valuable.
Celeste Carlson (growinggoodconsulting.com)
I have found those tips to be helpful in my work.
Brooke Thies
You are a master networker.
Celeste Carlson (growinggoodconsulting.com)
Thank you.
Okay. Are you ready for the lightning round?
Brooke Thies
Okay.
Celeste Carlson (growinggoodconsulting.com)
What's your favorite cereal?
Brooke Thies
I love Captain Crunch with berries.
Celeste Carlson (growinggoodconsulting.com)
What is a book you have read recently that you would recommend?
Brooke Thies
There is, it's an audiobook that's free on Spotify if you have premium. It’s called Feel Good Productivity by Ali Abdaal.
Celeste Carlson (growinggoodconsulting.com)
Okay. What is your ideal vacation?
Brooke Thies
I would love a cabin in the mountains hiking and a creek nearby, something to unplug.
Celeste Carlson (growinggoodconsulting.com)
Right. That's my ideal vacation too, I want to unplug - not have technology or the internet.
Brooke Thies
I don't need it.
Celeste Carlson (growinggoodconsulting.com)
No, I don't want a smartphone, either, if I'm honest.
What is one way you treat yourself after overcoming a challenge or just because you love being you?
Brooke Thies
I like to go to my favorite coffee shop specifically, Cafe Corazon in Kansas City, because I love their coffee and I will get myself a tamale and just sit there and soak it in.
Celeste Carlson (growinggoodconsulting.com)
They have some amazing flavor profiles too.
Brooke Thies
Those flavor profiles are very nostalgic to me.
I need to try their flights, but I like the horchata latte. I am obsessed with it.
Celeste Carlson (growinggoodconsulting.com)
Thank you for your time today. If people want to get in touch with you and hire you for their services, how can they reach you?
Brooke Thies
Yeah, so my website is brookthies, so b-r-o-o-k-e-t-h-i-e-s.com. And there you can sign up for the marketing checklist or contact me at brook@badasswomantoday.com.
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