363. What's Working in Nonprofit Marketing + a Crash Course in Using Digital Ads to Grow Your Impact - Aidan Augustin

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Overview

Meet Aidan. This founder is the king of our favorite phrase “try stuff.” We love our buds at Feathr who are leading the way with digital marketing support for nonprofits. He recognizes marketing often gets a bad wrap, and he’s brought the case for why now is the time nonprofits need to lean in. Tune in for his expert tips and advice for the new digital marketing adapter 👨‍💻✌️

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Website retargeting, email mapping, digital ad campaigns + more!
Digital marketing 101 for the new adopter
Best practices in digital marketing today + the need for testing

Today’s Guest

Aidan Augustin, Co-founder and President, Feathr

“You need to reach people where they are, and in the U.S. in particular, but broadly true across the world, where people are, is online.”

— Aidan Augustin, Co-founder and President, Feathr

Episode Transcript

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Episode Highlights

Aidan’s story and journey to where he is today (4:00)
Organizational mindset around marketing (12:35)
Digital Marketing 101 (16:50)
Case studies of nonprofits using digital advertising (24:10)
The need for testing (27:20)
A powerful moment of philanthropy in Aidan’s life (30:05)
Aidan’s One Good Thing: Lead with Vulnerability (32:55)

Powerful quotes

“I’m very much a think global, act local believer.” -Aidan

“It’s rarely idea number one that actually is the one that delivers real value and clicks.” -Aidan

“You need to reach people where they are, and in the U.S. in particular, but broadly true across the world, where people are, is online.” -Aidan

“If you're going to win the fight for attention and win activation from people, whether that's followers or subscribers, whether it's donations, whether that's volunteerism, you need to engage where people are. And, you need to do so with ideally, you know, the techniques and the technologies and the best practices that are available.” -Aidan

“If you're doing good work, then you doing marketing of your organization, of your good work, is good. Nonprofit marketing is good. It's not merely a necessary evil. Marketing is good.” -Aidan

“Marketing should be part and parcel that should be viewed as an essential driver of mission and impact.” -Aidan

“A nice thing about digital advertising is it can scale. You can test it and start small and then when something works, you can put more fuel on that fire and scale it up.” -Aidan

“Be okay with the idea of it failing and treating that failing as a learning.” -Aidan