Digital Performance Results: Greater Ottawa County United Way

My whole family has been involved in the nonprofit world for their whole career, and growing up I spent lots of time tagging along and helping out..
I’ve seen first hand what an amazing job local nonprofits do..  
But now i’m older, with a degree marketing and lots of experience in the power of social media, I have to admit something to you;
Many great nonprofits suck at engaging people through social media networking!  I feel so strongly about this that I haven’t just created a non-profit discount, I’ve slashed my social media networking package by 50% for any nonprofit that wants to excel in this 46 Billion dollar part of the industry..
With as little as 5 hours per week, I can transform your engagement success..  

Growing the digital presence of a company has never been more important until now. My social media marketing services are imperative to local west Michigan nonprofits and I will show you how and why this is true. Let’s start off with the performance over a 4 month period of Greater Ottawa County United Way. This nonprofit has over 50+ funding partners in Ottawa County and the main goal of digital presence is to raise capital to disperse throughout local nonprofits in Ottawa County.

Time Range: 2/29/2020 – 6/3/2020:




These are the main performance metrics in social media marketing and understand that the goal is to raise capital for the nonprofit funding partners. In the following paragraphs I will break down the three main performance metrics of Impressions, Engagements, and Post Link Clicks to define and analyze these results.


Impressions are the number of times your content is displayed, no matter if it was clicked or not. For the four month period analyzed in this company scenario, the total number of impressions or number of times the content was displayed is 197,097 a 214% increase across four months. Below is a breakdown of the platform impressions across Twitter, Facebook, Instagram, and LinkedIn.

What good are impressions beyond exposure if they are not converted or engaged with? The next metric of review are Engagements, which are defined simply by sprout social as the number of times that users engaged with your posts during the reporting period. In the case of Greater Ottawa County United Way Engagements may lead to interest in donating toward the community and impact solutions. Let’s break down the cross-platform engagements across Twitter, Facebook, Instagram, and LinkedIn.

Engagement rates across all platforms saw an increase and the end goal of this is to gain interested clients to the donation landing page in order to raise capital for disbursement to funding partners in Ottawa County. Therefore the end goal is Post Link Clicks in order to gain as many viewers on the landing page for the best chance of raising capital. The ultimate goal of nonprofits is to raise money and the digital landscape provides donation landing pages for people to give online. Below are the Post Link Click results in the given four month time period. Post Link Clicks is the number of times that users clicked on links from your posts during the reporting period, according to Sprout Social.

The 64% increase in Post Link Clicks gave Greater Ottawa County United Way 510 more donation chances on the landing page than they recorded in previous months. This led to an amount raised of x.

In conclusion Greater Ottawa County United Way greatly benefited from the three main pillars of digital media metrics and analysis. Impressions, Engagement, and Post Link Clicks is the sales funnel that this nonprofit used to generate capital from the public for the disbursement of funds to 50+ local nonprofits.

Give. Advocate. Volunteer. Live United.

Michael Moran

Nonprofit Marketing: Digital Fundraising πŸ’΅

In both my corporate and entrepreneurial experience I have collaborated with many industries in the marketing arena. My most recent industry of focus has been nonprofits. Implementing foundation marketing strategies and delivering on those principles through a customized plan has proven successful.

My marketing strategy for nonprofits is largely the same: Value Message + Distribution Channels + Retention = Fundraising Dollars

In the next paragraphs I explain the three core principles that comprise this formula and what each one means specifically. Without fundraising dollars nonprofits are unable to properly fund the community, cover expenses, and ultimately provide payroll for their staff members. Let’s dive in to the formula on how we can maximize fundraising dollars and grow your nonprofit.

Value Message: This portion of the nonprofit marketing strategy consists of providing value and most importantly clarity on what impact the nonprofit has on the community and its neighbors. This is the seed for which you plant your future growth through branding expansion and digital fundraising. Value is the key factor in differentiating your nonprofit from others in getting the community’s dollars working toward your impact with the goal of those dollars being seen in use.

Distribution Channels: Marketing distribution channels are crucial in every industry because simply put, marketing is everything. Surrounding our daily activities through emotional pulls, marketing is present in both physical and digital distribution channels. Social media is the modern day distribution channel hub for many marketing activists who have proven track records at fortune 100 companies. This much is known, however the question is how can we provide value through our distribution channels such as Facebook, Instagram, Twitter, and LinkedIn?

Retention: Building and retaining a following is not an easy task however in nonprofit the fundraising dollars come from continued value. Retention through personal and social engagement is the key to growing a following and raising capital for the community. Recurring contributions are key to growing your nonprofit funding.

I collaborate with companies and nonprofits of all sizes, while managing my own personal services and groups. I’d like to consult with your nonprofit and grow fundraising dollars through the value, distribution, and retention processes. Fundraising dollars raised digitally will put you on the forefront of solving community issues.

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Michael Moran

Marketing Thoughts 🧐 – 4/21/2020

The digital era has never been more saturated with advertisements of personal brands, large companies, movements, events, places, and much more. The rapid invention of new applications and network connectivity expansion has posed for cluttered digital markets and a battle for bandwidth. The 5G advancements are only in the beginning phases of site deployment (see

I’m starting to wonder if like the U.S. dollar, digital content will lose value as it multiplies or becomes more saturated in origination. The origination of COVID-19 has only encouraged this production of content as almost every nation is in near lock down territory if not completely. The result of these societal market changes will be the need to elevate and change the standard for value. In other words what are you doing differently? As time goes on we will see the negative effects of over saturation in digital markets.

Conducting Basic Marketing Analysis

When discussing the subject of business marketing it is essential to lay the foundations for which you build your target market and distribution channels upon. Basic marketing analysis should be done to establish your marketing plan before implementing it in incremental phases. SWOT Analysis and the Four P’s of Marketing are essential components to establish a marketing plan with. The SWOT analysis stands for Strengths, Weaknesses, Opportunity, Threats. These marketing metrics will determine your plan of action in the marketplace and it will provide reliable information to form a business plan. The situation analysis is comprised of both internal strengths and weaknesses and external opportunities and threats. Competitive advantage is a key quality to maintain as a company because it makes you a threat to other revenue streams and a dominant force in the market. Healthy industry and competition is how the economy thrives in the US, therefore this marketing analysis is contributing toward the well-being of the US economy.

The Four P’s of marketing include price, product, place, and promotion.

Price – What are the levels of pricing? How are the prices justified through value?

Product – What is the main product and service offered by the organization? What are the features and benefits offered?

Place – Which distribution channels should the product or service be targeted?

Promotion – Does the product or service educate, persuade, and remind? How does a customer find out about the product or service?

If you have not conducted basic marketing analysis for your business, I strongly recommend that you start here and build foundations. Stay tuned for the continuation to more advanced marketing analysis practices.

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Michael Moran

Establishing Marketing Foundations

It is very important to establish principles and foundations for marketing and business strategy when first starting out in your business. Foundation and strategy build great companies who are prepared to seek their target market and establish rapport with a specific niche. Specific metrics can be used to measure the progress of your marketing foundations which can turn into future conversions.

#1 – Target Market

One’s target market is the ideal personnel to channel your products and services towards to obtain sales and revenue. In term’s of marketing it is your ‘target market’ who have the strongest chance of becoming ‘qualified buyers’. This may be segmented into separate lists and studied as qualified buyers or a potential re-target prospect.

#2 – Distribution Channels

Once you identify your company’s target market it is time to plan for the distribution channels you will use to market the product or service. The goal of this is to reach qualified buyers that fit your target market who have the best chance of buying the product or service.

Please contact me today to put your foundations in place and build a strategy. I believe through these principles your company will reach new heights.

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Michael Moran

Market Watch Update 4/6/2020 – Cases Flatten, Shares Skyrocket πŸ“²

πŸ‡ΊπŸ‡Έ US: News of cases flattening in New York sends share prices skyrocketing as social distancing efforts show results.

🌐Learn more at,

🀡Federal Reserve: β€œFederal Reserve will establish a facility to facilitate lending to small businesses via the Small Business Administration’s Paycheck Protection Program (PPP) by providing term financing backed by PPP loans.”

🌐Learn more at the

Michael’s view: What may have been a dead cat bounce in the market as historical performance would suggest from previous recessions, the markets will recover in a U-shape as news of coronavirus will continue to be released. The markets uncertainty won’t last for the long-term and I believe now is the best time to hold my positions.

πŸͺ U.S. Small Business: The Payroll Protection Program or PPP, offers small business lending by the Federal Reserve facilitation through the Small business administration. The loan is designed to keep workers on payroll and the SBA will forgive all loans.

🌐Learn more at

πŸ“ˆ Financial Markets Overview

*Market Snapshot End of day 4/6/2020

US Stock Market – DJIA: +7.73%

Europe Market – Global Dow Realtime EUR: +4.89%

Asia Market – NIKKEI 225 Index: +4.24%

*Learn more at

Coronavirus News:

Statistics show signs of cases leveling off in New York City.

Stay Home,

Michael Moran

Why Hire a Business Consultant? Here Are 3 Reasons

During the late 2010’s leading into 2020, business consulting and coaching has become a new norm for the job marketplace. With the rapid advancements in technology the need for business expertise and unique talents grows. If you know me you may be familiar with my corporate and entrepreneurial experience. Since graduating college with a degree in sales and business marketing, I have held positions in insurance, banking, real estate, and now my business consulting services along with the property management company I created. I predict that freelance positions will continue to rise, as I’ve backed that assumption with a statistical research completed by Upwork.

Here are 3 reasons to contract with a business consultant no matter the industry you are in:

  1. Business College Studies – Most business consultants including myself have spent at least 4 years earning a well-rounded education in business. Not only do we bring a different perspective however credible and real world experiences across various business sectors. This will add flare and depth to your business ventures, not to mention we are able to pass along the college course learning we paid for.
  2. It’s More Affordable Than a New Hire – Contracting with a business consultant is much more affordable than hiring an in-house employee and adding more debts to your payroll and benefits department. Business consultants typically work in a more efficient matter, including myself who enjoys productivity. The average rate is approximately $100/hour for business consultants in modern times.
  3. Time Is Money – Outsourcing your business needs to an experienced professional will save you time and money in the long-run. The old saying “time is money” applies here because it is more efficient to contract an affordable consultant to do something quicker and with more quality than you are able to alone. Not to mention the savings of not hiring associate staff and having increased expenses. The relationship with your consultant may be as frequent or as little as needed, all customized for you.

Those are the top three reasons why hiring a business consultant is a no-brainier. As a business consultant myself I would love to help steer your professional work to new heights. I have contracted with multiple business consultants in my lifetime and always had a keen and well-rounded perspective working on my behalf to drive my businesses forward.

I look forward to connecting with you,

Michael Moran

Unemployment Claims: United States πŸ“Š

The month of March 2020 in the United States has been nothing short of a full-scale economic collapse in wake of COVID-19. According to NPR, the week ending March 28th reported 6.648 million unemployment claims. This is reported double to what was filed the week before at 3.307 million unemployment claims. California has been hit the hardest with just over a million unemployment claims filed the week ending March 28th. This is a +964,069% increase from the week before, shocking. On March 9th we saw the stock market crash on the infamous ‘Black Monday’ of 2020.

Historical Chart of Unemployment Claims

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Michael C. Moran

Afternoon Market Update 4/2/2020 πŸ“±

Afternoon Market Update 4/2/2020 πŸ“±

The DJIA has seen a slight increase today by 0.83% (refer to snapshot details above) and for those who hold index funds the performance most likely correlates with your portfolio. News of coronavirus mitigation and various private sector PPE production may be the cause for this market shift. However, the markets have been wildly unpredictable since the outbreak of the virus and the financial markets do not mirror the current global economic outlook. Refer to my quote from today’s Facebook group, ‘Fidelity Investing’ on holding for the long-term.

Market Update 4/1/2020 πŸ“‰

The economic U-shaped recovery ideology holds true as we continue to live in bear market territory. Many investment management companies advise the purchasing of shares at a lower bid price than typical market territory. I plan on continuing my purchasing schedule and sticking to my asset allocation of 70% domestic stock and 30% domestic bonds. My most recent buy in was FTEC at $61.88, this ETF checks off all of my buy in boxes – Historical Return, Dividend Yield, Beta, Expense Ratio, and Holdings Analysis.

Today’s Quote: ”The idea that a bell rings to signal when investors should get into or out of the market is simply not credible. After nearly 50 years in this business I do not know of anybody who has done it successfully and consistently.” – Jack Bogle, Founder of The Vanguard Group

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Michael Moran