Digital Marketing for Nonprofits: Key KPIs and First-Party Data

IMPACTability: The Nonprofit Leaders' Podcast

In this episode, host Josh Hirsch speaks with digital marketing expert Jay Key about how digital marketing has evolved in the nonprofit sector. Together, they discuss why measurability is vital in today’s campaigns, how to effectively budget for digital marketing efforts, and the role of platforms like LinkedIn for reaching targeted audiences. Jay shares insights on the importance of learning from failures, understanding conversion pixels, and building a robust digital presence. This engaging conversation highlights the ongoing need for nonprofits to embrace continuous learning in the ever-changing digital marketing landscape.

Takeaways

• Measurability has transformed nonprofit marketing, making clear goal-setting essential for effective campaigns.
• LinkedIn and audience targeting offer nonprofits powerful tools for reaching the right people.
• Learning from failures and adapting to digital trends fosters growth and keeps marketing relevant.
• First-party data and conversion pixels are crucial for tracking success in a cookie-less world.
• Budgeting should align with objectives to maximize campaign impact.

Chapters

00:00 Introduction to IMPACTability Podcast 01:57 The Evolution of Digital Marketing 03:18 Measurability in Marketing Campaigns 10:00 Budgeting for Nonprofit Marketing 15:12 Leveraging LinkedIn for Nonprofits 18:03 Learning from Failures in Marketing 29:24 Understanding Conversion Pixels 35:36 Building a Digital Presence 39:58 The Importance of Continuous Learning

Guest Bio

Jay Key has two decades of marketing experience, primarily in the digital media and ad tech industry, as both a seller of marketing solutions at News Corp, Sizmek, and Viant (Time, Inc.); and a client-side marketer at Keurig Dr Pepper and Susan G. Komen. He has worked for some of the most progressive ad tech firms and for (or with) some of the biggest brands in the consumer packaged goods, retail, auto, and non-profit verticals, and inclusive of programmatic, social, search, video, emerging platforms, and in-housing. His 2020 book, Shopper Marketing and Digital Media: Simplifying Your Digital Media Plans with the Six Pillars Approach, earned Best New Digital Marketing Books (Book Authority), Top 29 Digital Marketing Books to Read in 2020 (News Books USA), and Ten Insightful Books for Shopper Marketers (Totinomo.com). Leave a review! Reviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review. Like this episode? Subscribe to our podcast on Apple,  Spotify, or your favorite podcasting app. Got a question that you’d like to ask a nonprofit professional? Email your questions to [e-mail] and listen to next episode to see if your question gets answered!
This podcast uses the following third-party services for analysis:
Chartable - https://chartable.com/privacy