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Bridging Your  Direct Marketing  and  Social Media  Activities for Fundraising Success Jocelyn Harmon, Roz  Lemieux  & Eva...
Back in the day…
Back in the day… <ul><li>Direct mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Events </li></ul><ul><li>Face to fa...
But now…here comes everybody!
<ul><li>200+ million  people on Facebook  </li></ul><ul><li>133 million blog  records indexed since 2002 – Technorati </li...
100s of new tools
So  who  should you pay attention to and  how ?
 
 
Key considerations <ul><li>What do you want to do? </li></ul><ul><li>Where do your stakeholders “live?” </li></ul><ul><li>...
What do you want to do? <ul><li>a)  Awareness  – build a presence on social networks </li></ul><ul><li>b)  Activism  – see...
Where do your stakeholders “live” <ul><li>How? </li></ul><ul><li>Do a survey </li></ul><ul><li>Do a social data append </l...
Understand the capabilities of different media <ul><li>Causes  has raised  $10 million  since it’s launch two years ago.  ...
What’s your capacity? <ul><li>Average nonprofit is allocating ¼ FTE to social media –  The Port </li></ul><ul><li>Content ...
The logical progression <ul><li>Website first! </li></ul><ul><li>Email second! </li></ul><ul><li>Wade into social  careful...
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  • You knew who your major donors were…
  • Pyramid is getting mushy Can’t really assume that social media engaged donors are at the bottom People who are only are not likely to be the middle donors Great equalizer
  • Transcript of "Bridging Your Direct Marketing And Social Media Efforts For Success Jocelyns Slides"

    1. 1. Bridging Your Direct Marketing and Social Media Activities for Fundraising Success Jocelyn Harmon, Roz Lemieux & Evan Parker
    2. 2. Back in the day…
    3. 3. Back in the day… <ul><li>Direct mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Events </li></ul><ul><li>Face to face solicitations </li></ul>
    4. 4. But now…here comes everybody!
    5. 5. <ul><li>200+ million people on Facebook </li></ul><ul><li>133 million blog records indexed since 2002 – Technorati </li></ul><ul><li>75% of online adults use some form on social media - Forrester </li></ul>
    6. 6. 100s of new tools
    7. 7. So who should you pay attention to and how ?
    8. 10. Key considerations <ul><li>What do you want to do? </li></ul><ul><li>Where do your stakeholders “live?” </li></ul><ul><li>3. What ‘s your capacity? </li></ul><ul><li>Bonus: Understand the capabilities of the different media. </li></ul>
    9. 11. What do you want to do? <ul><li>a) Awareness – build a presence on social networks </li></ul><ul><li>b) Activism – see above </li></ul><ul><li>c) $ - direct mail is still KING, although online giving is on the increase </li></ul><ul><li>d) Acquistion – Google ad words, email marketing, co-reg </li></ul><ul><li>e) All of the above -  </li></ul>
    10. 12. Where do your stakeholders “live” <ul><li>How? </li></ul><ul><li>Do a survey </li></ul><ul><li>Do a social data append </li></ul>
    11. 13. Understand the capabilities of different media <ul><li>Causes has raised $10 million since it’s launch two years ago. </li></ul><ul><li>but </li></ul><ul><li>Total giving to charitable organizations from individuals in 2008 was $229.3 billion (75%) ! </li></ul>
    12. 14. What’s your capacity? <ul><li>Average nonprofit is allocating ¼ FTE to social media – The Port </li></ul><ul><li>Content is KING and takes a TON of time to create. </li></ul>
    13. 15. The logical progression <ul><li>Website first! </li></ul><ul><li>Email second! </li></ul><ul><li>Wade into social carefully ! </li></ul>
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