Online Strategies and Tools for Success Jocelyn Harmon Director of Sales and Marketing NPower Greater DC Region [email_address]

Agenda What is online marketing? Why online marketing? Who should do it? How? New Tools Learn from the Best

What is online marketing?

Why online marketing?

Who should do it?

How?

New Tools

Learn from the Best

What is online marketing? Any digital communication designed to generate a response, such as a donation, an event registration, a newsletter sign-up etc.

Any digital communication designed to generate a response, such as a donation, an event registration, a newsletter sign-up etc.

Why online marketing? It’s cheap It’s efficient It can be extremely effective It can help you reach new and younger donors It can enable your best supporters to market for you! It’s measurable It’s fun!

It’s cheap

It’s efficient

It can be extremely effective

It can help you reach new and younger donors

It can enable your best supporters to market for you!

It’s measurable

It’s fun!

Who should do it?

Who’s Online? 76% of men are online 74% of women are online 92% of 18 – 29 year olds are online 72% of 50 – 64 year olds are online 94% with household income of $75,000+ more are online 61% of people with household income of $30,000 or less are online Source: Pew Internet & American Life Project 170 million MySpace members 66 million Facebook users

76% of men are online

74% of women are online

92% of 18 – 29 year olds are online

72% of 50 – 64 year olds are online

94% with household income of $75,000+ more are online

61% of people with household income of $30,000 or less are online

Source: Pew Internet & American Life Project

170 million MySpace members

66 million Facebook users

What are they doing? 92% sending or reading e-mail 91% using a search engine 71% getting news 48% watching a video on a video-sharing site like YouTube or Google Video 47% looking for news or information about politics or the upcoming campaigns 39% (57 million people) reading blogs 32% rating a product, service or person using an online rating system Source: Pew Internet & American Life Project

92% sending or reading e-mail

91% using a search engine

71% getting news

48% watching a video on a video-sharing site like YouTube or Google Video

47% looking for news or information about politics or the upcoming campaigns

39% (57 million people) reading blogs

32% rating a product, service or person using an online rating system

Source: Pew Internet & American Life Project

But How? Strategy first. Tactics second.

Strategy first.

Tactics second.

#1 - Talk in Your Own Voice People are tired of “corporate speak.” Be passionate, be creative, but most of all be real!

People are tired of “corporate speak.”

Be passionate, be creative, but most of all be real!

Give the folks that LOVE you the tools to market on your behalf. *A term coined by Seth Godin. #2 *Flip the Funnel

Give the folks that LOVE you the tools to market on your behalf.

*A term coined by Seth Godin.

#3 – Add to the Book Read and comment on what other folks are saying. Join networks. Distribute and link to content. Be generous !

Read and comment on what other folks are saying.

Join networks.

Distribute and link to content.

Be generous !

4 New Marketing Technologies Blogs Charity widgets Social networking sites YouTube

Blogs

Charity widgets

Social networking sites

YouTube

Blogs Blogs enable instant feedback and communication. Put a real face on an organization. Are easy to update. Search engines love blogs. Great way to build and organize content.

Blogs enable instant feedback and communication.

Put a real face on an organization.

Are easy to update.

Search engines love blogs.

Great way to build and organize content.

Charity Widgets Are portable. Enable the best kind of fundraising - person-to-person. Can incorporate video, text and audio. Enable impulse transactions. Again, No HTML Needed.

Are portable.

Enable the best kind of fundraising - person-to-person.

Can incorporate video, text and audio.

Enable impulse transactions.

Again, No HTML Needed.

Social Networking Sites Enable real-time conversations. Are places where people are already congregating. Are platforms for your supporters to support you.

Enable real-time conversations.

Are places where people are already congregating.

Are platforms for your supporters to support you.

YouTube Help show the emotional side of your nonprofit. They’re portable.

Help show the emotional side of your nonprofit.

They’re portable.

Nothing is perfect. Well, almost nothing… You WILL lose control of your message. Some audiences may not be ripe, yet! You still need a back end.

You WILL lose control of your message.

Some audiences may not be ripe, yet!

You still need a back end.

4 things to remember

1. The Internet is leveling the playing field for nonprofits. Now even the smallest groups have the opportunity to talk and be heard.

2. Your audience isn’t (just) listening to you. They’re listening to what their friends say about you.

3. Online marketing tools are easy for people to cut and paste and pass on. This “viral activity” can lead to an exponential increase in donations, participation, and sales for the smart charity.

4. You need sound strategy to succeed online. This means, in part, having an authentic voice and engaging stakeholders in real conversations.

Learn from the Best Beth Kanter’s Blog Katya’s Nonprofit Marketing Blog Seth Godin Kiva Case Foundation Alison Fine Andy Goodman NTEN NetSquared.org

Beth Kanter’s Blog

Katya’s Nonprofit Marketing Blog

Seth Godin

Kiva

Case Foundation

Alison Fine

Andy Goodman

NTEN

NetSquared.org