Helping Not For Profits build self sufficiency and increase value.
We are strong believers in supporting Not For Profits in the important work they do for individuals and communities. By sharing our knowledge and expertise we can deliver structure and support that works for NFPs, and helps you deliver high quality, high efficiency and cost-effective outcomes. At the same time, your people can enhance their skills and be empowered to add even more value.
An integrated suite of services designed specifically for Not For Profits.
NFP’s tend to work with limited brand and marketing resources (and budgets), so we actively transfer our knowledge in tangible ways clients can utilise to get the most from their output. This can include simple tips on capturing quality Social Media imagery, to clear brand guidelines on how to develop content. This reduces the reliance on agency input, and increases cost-efficiency.
We’re in an ‘audience-of-one’ dynamic, where communication and engagement need to align with different demographics, and satisfy their specific requirements. Our approach involves creating audience micro-segments, and messaging that fits with their life experience and expectations; to create closer personal connections, (a key aspect of any NFP’s value proposition) and build confidence in the brand that ‘broadcast’ audience strategies can’t deliver.
Every interaction an NFP has with its member and supporter base needs to be consistent, and in keeping with the ethos and benefit of the organisation. By mapping every interaction (membership drives, raffle sales, news and updates etc.) we can help build a clear and consistent way of engaging with your key audiences so they feel connected to the brand every step of the way.
NFP Social Media works best when there is a specific role for each social media channel. This:
- Simplifies how to deliver and manage posts
- Forms the structure for a flexible, simple-to-manage social media calendar,
- Creates highly efficient content development and posting frequency.
NFP’s with a substantial fund-raising function need to balance altruism with optimism, so supporters see the merit in parting with hard-earned cash, and are motivated by the personal benefit. Our approach concentrates on getting that messaging ratio right to consistently deliver, ‘Do good, feel good’ messaging. This way, the role of different channels (Outbound Call, SMS, Email, Social Media etc.) are clearly defined and aligned with content to provide the best outcome.
NFP’s offer a particular type of Ecommerce experience to multiple audiences from different demographics. This requires a User Experience (UX) that resonates and builds trust with these audiences. Given many NFP supporters are older, and often digitally wary, providing easy, seamless payment options from respected and well-known gateways is an important consideration.
Users expect to have a ‘new’ (refreshed) experience when they regularly visit a raffle/lottery website, because prize imagery and stories of recent winners personalises the opportunity, and acts as a motivation to buy tickets. Taking a raffle site live also needs to be done in a timely and effective manner. We have developed a simple and effective process to change over prize assets, update recent winner content and refresh stories of people who’ve received much-needed support.
Dormant Supporters who have already transacted with an NFP are a substantial funding stream for NFPs’, so effectively managing the re-engagement process with them is critical. Our Electronic Direct Mail (eDM) design and content approach creates a connection with the ‘reason why’ and introduces the new experience supporters will have with the NFP. eDM design elements are matched to the transactional site experience, so the supporter has a seamless journey from engagement to transaction.
NFP Ecommerce delivery can require special functionality to simplify how different transactions are reconciled (donation and raffle/lottery). We have developed a solution that partitions donation and raffle/lottery website transactions, and an integrated data export process to assist reconciliation of these two fund inflows. We also manage and test the ecommerce function when transitioning the changeover from completed to new (or concurrent) raffles.
For audiences that aren’t digitally savvy, or need assistance, having a webchat function that is engaging, and simple to get information or assistance from, can improve the experience and enhance the perception of the NFP brand. We can design and implement highly efficient webchat interface that delivers brand aligned one-to-one support quickly and easily.
A critical aspect of any web strategy, Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) can be high value tools for NFP’s. Our view is that these are not a ‘silver bullet’, but part of the integrated structure required to attract and engage key audiences. So every cent you spend proves its value, we will only recommend the most simple and effective SEO/SEM platforms for your needs.
When every dollar counts, you need to be sure you are getting the greatest return on your investment, so we place great emphasis on how we capture, analyse and report on traffic, campaigns and user behaviour data. This ‘test-and-refine’ approach lets us make recommendations on how to consistently deliver the best outcomes across all your output; so you can stay across how every activity is running.
“Protocol created a new brand with our original values still intact; only delivered more effectively. We could not have asked for a better experience or outcome. They had an enormous job on their hands that required passion, sensitivity, patience, expertise and respect. They aced it!”