Online Communications For Nonprofits Demetrio P. Maguigad, Community Media Workshop

New Media Tools Channels of communication Monitor Information Create Relational Networks Encourages participation, sharing & collaboration.

Stake your claim in the Social Media Landscape!

Having a plan for your online communications 4 Basic Goals Persuade or Sell Inform Educate Entertain

4 Basic Goals

Persuade or Sell • Influence your audience to form an opinion and take specific immediate action. • Nonprofits should persuade audiences to support their mission.

• Influence your audience to form an opinion and take specific immediate action.

• Nonprofits should persuade audiences to support their mission.

Inform Your Audience • Factual information • Gain knowledge of something and make an action based on that knowledge.

• Factual information

• Gain knowledge of something and make an action based on that knowledge.

Educate Your Audience • Provide an experience that will enhance their understanding whether or not it leads to an immediate action.

• Provide an experience that will enhance their understanding whether or not it leads to an immediate action.

Entertain • Appeals to their emotions • Provides experience that is positive • Attracts their personal interest.

• Appeals to their emotions

• Provides experience that is positive

• Attracts their personal interest.

Successful Online Communications Plans have a priority goal and use the other three to support the main priority goal Its is directed by your organization’s mission and goals…

Your Organizations Goals Programming: Increase attendance Funding: Raise amount for project Policy & Social Change: Voting & contacting local officials in government Other Goals

Programming: Increase attendance

Funding: Raise amount for project

Policy & Social Change: Voting & contacting local officials in government

Other Goals

Organizational Goal Online Goals Program Goal : Increase number of participants in our youth Outreach program. Facts: Youth participants are Ages 12 to 18 Must have parent or Guardian consent to register Persuade youth and parents to register for program Inform them how they can register, how much it costs, when and where it will take place, etc. Educate them on the benefits of the program Entertain them with story testimonies through video, images and more or perhaps ask former participants to add comments on their experience.

Persuade youth and parents to register for program

Inform them how they can register, how much it costs, when and where it will take place, etc.

Educate them on the benefits of the program

Entertain them with story testimonies through video, images and more or perhaps ask former participants to add comments on their experience.

Communicate to Your Audiences: Content & Image Branding Understand who you are communicating to. Present your content and image based on your target audience, their culture and their needs. Use New Media to create, develop & nurture relationships with your audience. Pull your audiences towards your priority goal.

Why is this important to know? This became the new format to allow dynamic content Blogs…. RSS Feeds… Aggregation… Readers… Comments… Tweeting… Mashups… Networking… etc… Let’s figure out what all this stuff is…

Wrap Up and Q & A • Plan your work and work your plan. • Know who you are communicating with and know how to pitch them. • Understand the tools that will help you with obtaining your goals. • Take time to process and discover.

Thank You… Keep in Touch! Demetrio Maguigad, New Media Manager Community Media Workshop [email_address] 312-369-7449 Tweet: @dmaguigad Skype: criticalcast Find me on Facebook!

HTML vs XML …A little technical but worth noting! WEB 1, HTML (Hypertext Markup Language): Files that scripted how a webpage will look and what content will be visible… created static pages and static websites. (.html, .htm) WEB 2.0, XML (Extensible Markup Language): Files that compile form (how a page will look like) and content (information, images, stories, etc.) separately into one or multiple pages… creates dynamic content, form, websites and interfaces. (.php, .asp, .xml, .css, etc) Content is stored as data (.xml), Form is defined using style sheets (.css-cascading style sheets), Pages instruct browsers (Firefox, Internet Explorer, Safari) how to construct them for viewing (.php, .asp, etc)