Getting Creative with Influencer Marketing
This week, Bryan and Loren talk with Jesse Lane, founder of Branches Mission Lab. BML works with nonprofits and missions organizations to grow awareness and fundraising through digital marketing and fundraising strategies. Bryan, Loren, and Jesse discuss BML’s use of influencer marketing. Specifically, partnering nonprofits with influencers, getting rid of in-person events, tracking influencer marketing success, and much more. You don’t want to miss out on the awesome episode!
(1:37) What are you obsessed with?
(5:52) Introducing Jesse and Branches Mission Lab
(9:10) Partnering nonprofits with influencers
(14:32) Cost of an influencer marketing campaign
(19:00) Alternative fundraising methods to in-person events
(21:37) Tracking success in influencer marketing
(27:59) Maintaining authenticity and integrity in influencer marketing
(30:58) Wrap up
(32:29) Rapid Fire
“We always recommend that if you have relationships, which everyone does, with someone that has an audience that’s aligned with what you do, then that’s a great place to start. Even if it’s a relationship of a relationship, you know, finding those connection points. That’s always the best place to start.” (13:03)
Getting Creative with Influencer Marketing
While many nonprofits have been slow to adapt to the world of influencer marketing, Branches Mission Lab is looking to turn the tide. Located in Northwest Arkansas, BML dedicates itself to helping nonprofits grow awareness and fundraising through digital marketing strategies that might have previously seemed intimidating.
BML works to partner social media influencers with nonprofits to help take the organization's mission to a new audience. They aim to create a relationship between the nonprofit and the influencer, creating a passion that the influencer can share with their followers.
When it comes to helping nonprofits connect with influencers, BML advises that the organization gravitate toward the existing relationships. These preexisting relationships allow nonprofits to partner with people who believe in their mission and are excited to promote it.
"We always recommend that if you have relationships, which everyone does, with someone that has an audience that's aligned with what you do, then that's a great place to start. Even if it's a relationship of a relationship, you know, finding those connection points. That's always the best place to start." (13:03)
Nonprofits often have several questions throughout the process of converting to influencer marketing. Here are a few of the most common queries:
How much will it cost?
While the honest answer might not be gratifying, it is simple: It depends. Some organizations have large budgets and can spend big money on digital marketing. Others are forced to work with a few hundred dollars. Luckily, influencer marketing is one of the most cost-effective forms of advertisement.
What about our in-person events?
With the spread of COVID-19, almost all nonprofits are having to postpone or cancel their regularly scheduled in-person fundraising events. Whether it be an auction, a banquet, or a 5k, these events are not quite as plausible in a socially-distanced world. Fortunately, influencer marketing offers nonprofits an effective alternative to in-person fundraisers. There are several useful tactics to take the place of fundraisers that require a fraction of the effort that it takes to put on these events.
How do we track the success of influencer marketing?
While influencer marketing might be less expensive and require less energy than traditional fundraising tactics, it is only beneficial if it is effective. Tracking influencer marketing's success might not be as straightforward as adding up the amount of money brought in from a benefit or fundraiser, but that does not mean it is impossible.
You can measure success in influencer marketing by tracking the audience exposed to the nonprofit's mission. For some, this is adding followers or likes to the nonprofit's Instagram account. Similarly, it could be growing the email list. Generally speaking, the goal is to generate more traffic to the organization's web pages.
How do we keep it authentic?
The most important part of keeping an image authentic and genuine is partnering with influencers who believe in what the organization is doing. By being selective and joining purposefully with people who share the same vision, organizations can display the passion that is behind the project.
Are you a nonprofit or missions organization that is interested in influencer marketing? Click here.