Bridging Your Direct Marketing And Social Media Efforts For Success Jocelyns Slides

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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
  • 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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