Story

Nonprofit HR is the only HR firm in the country dedicated exclusively to serving the needs of nonprofit organizations. As the firm evolved to become more than just a service provider, and turned its attention to both events and advocacy work, Nonprofit HR leadership needed a marketing partner that could help them take their growth to the next level.

Situation

Prosper Strategies was retained by Nonprofit HR as their agency of record and tasked with delivering and executing on a comprehensive integrated marketing plan to guide the growth of each of the company’s business units. Goals included differentiating Nonprofit HR from other, more mainstream HR consultancies, raising awareness among key constituencies, establishing the Nonprofit HR executive team as thought leaders and good corporate citizens and increasing revenue.

Strategy

Prosper Strategies worked with Nonprofit HR to develop concrete business goals and a comprehensive plan to achieve them through a strategy that integrated elements such as content, email marketing, social media, media outreach and event marketing in order to reach targeted audiences when and where they’re paying attention. This work began with a complete overhaul of Nonprofit HR’s website and lead generation process, the launch of an email and content marketing program called Nonprofit HR University, and the development of a lineup of new educational events that serve as both revenue and lead generation tools for Nonprofit HR.

Results

In addition to other efforts, Prosper Strategies has built a media relations campaign that routinely contributes over 30% of nonprofithr.com’s web traffic, and has grown Nonprofit HR’s e-newsletter list from zero to 600+ in just two months. In early 2014, Prosper strategies led a robust publicity campaign around the release of Nonprofit HR’s Annual Nonprofit Employment Practices survey that resulted in coverage from outlets such as Forbes, Fast Company, The New York Times and CNN Money, and positioned the firm as a national thought leader on the topic of nonprofit employment. Prosper Strategies has also played an instrumental role in the launch of Work4Nonprofits, Nonprofit HR’s banner advocacy initiative focused on helping the long-term unemployed find work in the nonprofit sector. As a result of their work with Prosper Strategies, Nonprofit HR has seen a measurable increase in web traffic, media buzz, social engagement, inbound leads and revenue.

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