Branding, Communications, and Marketing for Nonprofit Choirs

Tell the World about your Nonprofit Choir

Discover ways to market your nonprofit choir through market research, email marketing, search engine marketing, search engine optimization, and social media marketing.

Audience Segmentation, Targeting, and Positioning

• Audience segmentation description | Wikipedia.
• The Segmentation, Targeting and Positioning Model | Smart Insights. How to use segmentation, targeting, and positioning (STP) to develop marketing strategies.

Branding and Communications

• Communications for nonprofits| bigducknyc.com. Big Duck helps nonprofits raise money, recruit for programs, and increase their visibility through smart communications. We’ve helped hundreds of local, national, and international nonprofits use communications as a strategy to reach their goals.
• Communications and Marketing | United Way Center for Nonprofit Excellence. Resources to help nonprofits strengthen their communication and marketing efforts. Topics include: communication policies, communication plan, social media, email marketing software, press releases, elevator speeches, websites. 
• Nonprofit branding | nonprofit hub.
• Nonprofit communications | Guidestar.org. Enhance your nonprofit communication with a Guidestar Nonprofit Profile. Updating your GuideStar Nonprofit Profile ensures that prospective donors and funders will find the accurate, timely information about your organization. Your information will be seen by the 7 million users who visit GuideStar each year and millions more who visit the 190 charitable applications and websites that are powered by GuideStar.
• Stories Worth Telling | Meyer Foundation. A Guide to Strategic and Sustainable Nonprofit Storytelling
• Testimonials: how to collect and use them for your nonprofit | Network for Good. Are you searching for more effective ways to build interest and action for your nonprofit? There’s no better way than letting your supporters and partners do the talking with testimonials.
• The Storytelling Non-Profit. Vanessa Chase Lockshin is an international non-profit consultant, thought leader, trainer, and speaker. She’s part of the next generation of professionals bringing change to the non-profit sector and challenging conventions.

Brand Guide Examples

• University of Houston

Marketing

Content Marketing

• Content Marketing Institute. Welcome to the Content Marketing Institute (CMI) where our mission is to advance the practice of content marketing.
• Fifteen Things We Learned About Nonprofit Content Marketers | Content Marketing Institute.
• Wikipedia. Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.

Digital Mar​keting

• 7-Step Digital Marketing Process for Writing Better Content | nonprofitsource.com. Writing content, optimizing for SEO and promoting through digital channels can be a time consuming and often frustrating process. That’s why we’ve created a 7-step digital marketing process that will not only save time but also help you to write content your audience will love.

Email Marketing

• The Complete Guide to Email Marketing | Benchmark. This book compares email marketing to traditional forms of promotion & marketing while explaining what the tools are, why you need them, and how you'll use them best to promote your business or organization.

Search Engine Marketi​ng (PPC or pay per click)

• Bing ads. Bing Ads helps you reach customers with search engine marketing (SEM), also known as pay-per-click advertising (PPC).
• Google Ad Grants. Imagine what you could do with $10,000 USD of in-kind advertising every month from AdWords, an online advertising solution from Google. You could recruit more volunteers. Attract more donations. And share your story with audiences all over the globe. It’s all possible with Google Ad Grants.

Social Media Marke​ting (SMM)

• 44 Social Media Tools Recommended by the Pros | socialmediaexamioner.com.
• Affinio. Marketing Intelligence that leverages the social graph to understand today’s customer.
• The Best Times to Post on Social Media | StartABlog123.com. A complete social media guide detailing how and when to post on social media sites such as Facebook, Twitter, Google+, Pinterest and LinkedIn.
• Facebook for nonprofits. Tools and tips to help your cause and build your community
• LinkedIn for nonprofits. Locate the talent and connections you need to change the world. Learn how your nonprofit can leverage LinkedIn as a valuable resource.
• The Golden Ratio for Social Marketing | Rallyverse. How to share your owned, curated, and promotional content on social media.
• Little Bird. Little Bird powers your social media strategy by mapping influencer networks to surface the people and content that drive more effective marketing.
• Social Media Examiner. The world’s largest social media marketing resource, Social Media Examiner® helps millions of businesses discover how to best use social media to connect with customers, drive traffic, generate awareness and increase sales.
• Social Media Marketing & Promotion Made Easy | On Blast Blog. A social media marketing cheat sheet.
• Social Media Image Size Guide 2016 | websitehub.com. Social media marketing images cheat sheet.
• Nexalogy. Nexalogy helps you navigate the torrents of information online to find the streams of conversation relevant to you.
• Truly Social with Tara Hunt. Truly Social is a web series that you can share with your boss or client when they're not really "getting" social.
• Twitter for nonprofits.
• Want to Get Away from Facebook? You Have Options | ResearchBuzz. News and information about search engines, databases, social media, and more. Since 1998.

Video Mark​eting

• 127 Facts You Probably Didn't Know About Video Marketing | websitebuilder.org. This infographic was created by the Website Builder team to show you why videos are praised as the future of the marketing and help you keep up with this growing trend.

Marketing Guides

• Advertisement examples for choirs | Pinterest.com
• Marketing for Choirs: A Hands-On workshop | Choirs Ontario

Market Research

• Gartner Core Research. The resources of Gartner are for research, analysis and interpretation of the business of IT.
• GuideStar. GuideStar is the world's largest source of information on nonprofit organizations.
• referenceUSA. Access to data on more than 20 million businesses, 222 million consumers, U.S. New Business, U.S. New Homeowners and Movers.
• Hoovers. Select the "Build A List" tab at the top of the Hoover's database screen. This tool allows you to create lists of companies worldwide according to location, size, and industry type.
• Houston Arts Alliance. Research to inform public policy, education, tourism and business leaders about the benefits of the arts and creative economies.
• National Archive of Data on Arts and Culture | NADAC. Free and easy access to data on the arts and on the arts' value and impact for individuals and communities.
• NetAdvantage. Industry surveys that contain the following information: current environment, industry profiles, industry trends, how the industry operates, and key industry ratios and statistics.
• Nonprofit Marketing Research Made Simple, No Matter Your Budget | npENGAGE. npENGAGE is the premier nonprofit resource for trends, best practices, and need-to-know news.
• Plunkett Research, Ltd. Industry statistics, trends and in-depth analysis of top companies; market research and trends, statistics, company profiles, associations and organizations.
• When Conducting Market Research | Texas Commission on the Arts. This outline indicates the kinds of information, input, and feedback that can be solicited through interviews, focus groups, and surveys. A researcher should select carefully and tailor the questions to meet specific needs.

Search Engine Optimization (SEO)

• 7 Crucial Questions To Ask Before You Hire An SEO Agency | John Hawthorne.
• The Beginner's Guide to SEO | MOZ.
• Do you need an SEO? | Google. SEO is an acronym for "search engine optimization" or "search engine optimizer." Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and reputation.
• How to do SEO: The Ultimate Guide | Alexa. Everything you need to know for a complete search engine optimization game plan. 
• Search Engined Optimization Starter Guide! | Google.
• Search Engine Optimization | Wikipedia.
• Search Engine Watch. Current articles on search engine optimization.
• Webmaster Guidelines | Google.

SEO Books

• SEO 2017: Learn Search Engine Optimization With Smart Internet Marketing Strategies | Adam Clarke. Learn SEO strategies to rank at the top of Google with SEO 2017.

Domain Authority

• Lookup Tool | FirstSiteGuide.com. Discover important information about any website. Analyze technologies they use and how well they perform.
• MOZ. Domain Authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines.

Google Updates

• Matt Cutts Twitter Feed. Matt Cutts is the head of the Google Webspam team. Follow him to learn about Google updates.
• Google PageRank & Algorithm Updates | Search Engine Roundtable.
• Webmaster Central Blog. Official news on crawling and indexing sites for the Google index

Keyword Selection Tools

• Google Adwords Keyword Planner | Google.
• Google Trends. See the latest search-term trends, data, and visualizations from Google.
• Market Samurai. Keyword market competitive analysis.
• MOZ. Keyword explorer.
• SEOBook Keyword Analyzer | seobook.com. A free keyword density analyzer.
• The Top 5 Best Free Keyword Selector and Keyword Comparison Tools | About.com.
• Übersuggest. Use Übersuggest to quickly find new keywords not available in the Google Keyword Planner. Take your keyword research to the next level with tons of keyword ideas for SEO, PPC and your next content marketing campaign.

Link Building

• Broken Link Building Bible | MOZ. As a link building tactic, broken link building is an effective, white-hat, scalable, content-focused link building strategy that builds links through finding broken links, recreating that broken content, and helping webmasters replace broken links with your corrected link.
• Buzzstream. Software for link building.
• YO. Quick and effective outreach. Automated influencer outreach and content marketing with a click. Build backlinks and social shares without wasting hours.

Redirect Checking

• URL Redirect Checker | SEO logic.

Schema Creation

• Schema Creator. The easiest way to create HTML with schema.org microdata.

Search Engine Ranking Factors

• Authority Labs. Tracking your rankings and your competitor's rankings in search engines.
• MOZ Ranking Factors Survey | MOZ.
• Search Metrics: Google Ranking Factors US | searchmetrics.com.
• Traffic Travis. Perform a full SEO health check on any website. Uncover technical mistakes that may affect your rankings. Find out why competitors outrank you, then beat them! Keep tabs on your competitors to spot keywords you should target. Monitor your search engine rankings so you know where to focus your efforts. Find respected link partners and build quality backlinks, easier.

Search Engine Optimization Tools

• Google Snippet Optimization Tool | SEOmofo. This tool simulates Google's search engine results pages (SERPs).
• Google Webmaster Tools. Get the data, tools, and diagnostics needed to create and maintain Google-friendly websites and mobile apps.
• MOZ free tools | MOZ. Try the best free tools for link building and analysis, keyword research, webpage performance, Twitter analytics, local listing audits, and more!
• MOZ Pro | MOZ. Moz Pro is a complete SEO toolset that helps boost your rankings and search engine visibility.
• Open Site Explorer | MOZ. Develop a High Quality Inbound Link Profile. Research backlinks, find link-building opportunities and discover potentially damaging links with Open Site Explorer.
• SEMrush. Help develop content and advertising strategies.
• SEO Browser. See how your website looks to a search engine.
• SEOquake. SEOquake is a popular and handy analytic seo-tool for Firefox, Chrome and Opera browsers. SEOquake helps to obtain an information about any site for a wide range of parameters such as page rank, Google index, Alexa and many others. Keyword Density tool serves to demonstrate a number of times a keyword or phrase appears on a web page. SEOquake has a parameter that highlights noffolow links.
• SEO Tips and Tricks for Powerful Search Engine Optimization | About.com. Things You Should and Shouldn't Do for SEO.
• SEO tools built for SEO obsessives. | Raven Internet Marketing Tools.
• Xenu's Link Sleuth. Find broken links on your website.

Sitemaps

• Sitemap generator | XML-Sitemaps.com. Create an XML sitemap that can be submitted to Google, Bing, Yahoo and other search engines to help them crawl your website better.

Web Robots

• Creating robots.txt for your website | robotstxt.org. Web site owners use the /robots.txt file to give instructions about their site to web robots; this is called The Robots Exclusion Protocol.

Website Load Speed

• Google Page Speed Insights.
• Pindgom Tools. Enter a URL to test the load time of that page, analyze it and find bottlenecks

SWOT ​Analysis

• SWOT analysis definition | Wikipedia. A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business venture.
• SWOT analysis of choral Music | Musicinaustralia.org. The Australian National Choral Association (ANCA) is a national organisation with branches in all states. It has approximately 1,000 members, of which five-eighths are choirs, the other members being choral conductors and a small number of choristers. The main object of the Association is to stimulate interest and participation in choral and vocal music in Australia.
• SWOT analysis of music | Musicinaustralia.org. SWOT Analysis of amateur chamber Music, artist management, brass bands, chamber music performance, choral music, classical music, commmunity music, contemporary music, folk music, jazz in South Australia, music education—vocal music, music education in schools, music libraries in Australia, music performance, music publishing, music therapy, musical instrument making, new music, opera, studio music teaching in Queensland, tertiary music education.
• SWOT analysis template | GALA Chorus