www.mediacause.org | connect@mediacause.org | @mediacause
DIGITAL COMMUNITY
BUILDING FOR
NONPROFITS
Eric Facas @ericfacas
...
Community Building & Essential Tools
1. Community Building 101
2. Community Building Tools
• Google Ad Grants
• Email List...
What Is Digital Community Building?
@mediacause
Quick Poll
A. 1
B. 2
C.3
D.More than 3
How many interactions does your nonprofit
typically have with donors before asking ...
How Not To Do Community Building
You don’t ask for a
donation within the
1 minute of meeting
someone. Why do
so many nonpr...
Community Building Vs Advertising
Advertising is expensive
$1 Cost per Click
5% Conversion Rate
1 X 100 X .05 = 5
$100 to ...
The Power of Community
mediacause.org | connect@mediacause.org | @mediacause
Single Tweets go unheard…
but thousands can s...
Want to know the secret to
successful community building?
Review and prioritize your GOALS before
starting
The COMMUNITIES’ GOALS are more
important than yours.
But don’t forget…
How It Works
1. Get permission to
continue the conversation
2. Connect on issues the
community cares about
3. Share conten...
Community Building In Action
Meet New
Supporters:
Grow
Community
Engagement:
Focus On
Community
Goals
Active
Community of
...
Community Building & Essential Tools
1. Community Building 101
2. Community Building Tools
• Google Ad Grants
• Email List...
Program Overview
 $10,000/mo free ad credit
on Google.com
 $2 max cost per click
 Ads shown below paid ads
 1000’s of ...
@mediacause
Your #1 Goal is Donations, but…
Before: Traffic to Homepage
0 newsletter signups
0 donations
After: 1 Year
15,000 emails collected
Email List Building wit...
Community Building With Email
Tips:
• Don’t forget to thanks and
welcome supporters
• Remember to focus on the
communities...
The secret to building community:
ENGAGEMENT
Facebook: likes, comments, and shares
Twitter: retweets and replies
Email: op...
Tip #1. Leverage High-Arousal Emotions
Physiologically high arousal emotions fire people
up.
They drive people to action a...
Tip #2. Share Content That Achieves Community’s Goals
Futures Without
Violence
Audience size
37,579
Post reach
89,984
@med...
Tip #3. Share Progress & Victories
Water4
Audience size
2,435
Post reach
14,336
@mediacause
Tip #4. Encourage Participation
Cornell Lab’s weekly quizzes help maintain its audience engagement at 50%
@mediacause
Community Building With Blogging
Tips:
• Focus on your communities’
goals
• Do your SEO keyword
research
• Use titles that...
Case Study: Cornell Lab Fundraiser
Email
Subscribers:
Reach –
31,043
Donors –
5
Facebook
Fans:
Reach –
46,533
Donors –
9
B...
Thank You!
Learn More: www.mediacause.org
Email: eric@mediacause.org
michelle@mediacause.org
mediacause.org | connect@medi...
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Digital Community Building For Nonprofits

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Originally presented at TechConnect 2.0 conference in Mountain View, CA on 4/7/14.

Published in: Marketing, Technology, Business
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Digital Community Building For Nonprofits

  1. 1. www.mediacause.org | connect@mediacause.org | @mediacause DIGITAL COMMUNITY BUILDING FOR NONPROFITS Eric Facas @ericfacas Michelle Thai @michellethai
  2. 2. Community Building & Essential Tools 1. Community Building 101 2. Community Building Tools • Google Ad Grants • Email List • Social Networks • Website/Blog @mediacause
  3. 3. What Is Digital Community Building? @mediacause
  4. 4. Quick Poll A. 1 B. 2 C.3 D.More than 3 How many interactions does your nonprofit typically have with donors before asking them to give? @mediacause
  5. 5. How Not To Do Community Building You don’t ask for a donation within the 1 minute of meeting someone. Why do so many nonprofit do that online? @mediacause
  6. 6. Community Building Vs Advertising Advertising is expensive $1 Cost per Click 5% Conversion Rate 1 X 100 X .05 = 5 $100 to reach 100 people $20 to drive 1 important action @mediacause
  7. 7. The Power of Community mediacause.org | connect@mediacause.org | @mediacause Single Tweets go unheard… but thousands can start a revolution
  8. 8. Want to know the secret to successful community building?
  9. 9. Review and prioritize your GOALS before starting The COMMUNITIES’ GOALS are more important than yours. But don’t forget…
  10. 10. How It Works 1. Get permission to continue the conversation 2. Connect on issues the community cares about 3. Share content that informs and inspires 4. Celebrate wins and progress together 5. Ask for participation @mediacause
  11. 11. Community Building In Action Meet New Supporters: Grow Community Engagement: Focus On Community Goals Active Community of Supporters -- Driving Org Goals RSS (blog) Social Content Email & Newsletter Google Ad Grants Shared Content & Social Ads Blog (seo)
  12. 12. Community Building & Essential Tools 1. Community Building 101 2. Community Building Tools • Google Ad Grants • Email List • Social Networks • Website/Blog @mediacause
  13. 13. Program Overview  $10,000/mo free ad credit on Google.com  $2 max cost per click  Ads shown below paid ads  1000’s of new potential supporters on your website each month Sign up IMMEDIATELY at Google.com/nonprofits Google Ad Grants @mediacause
  14. 14. @mediacause Your #1 Goal is Donations, but…
  15. 15. Before: Traffic to Homepage 0 newsletter signups 0 donations After: 1 Year 15,000 emails collected Email List Building with Google Ads @mediacause
  16. 16. Community Building With Email Tips: • Don’t forget to thanks and welcome supporters • Remember to focus on the communities’ goals • Over 50% of emails in 2013 were open on a mobile phone (use responsive templates & mobile friendly donation tools) @mediacause
  17. 17. The secret to building community: ENGAGEMENT Facebook: likes, comments, and shares Twitter: retweets and replies Email: open rate, clicks, forwards Blog: subscriptions, comments, and shares Community Building With Social Media @mediacause
  18. 18. Tip #1. Leverage High-Arousal Emotions Physiologically high arousal emotions fire people up. They drive people to action and spread the word: • Awe • Excitement • Anger • Amusement • HumorLearn more: bit.ly/FirePeopleUp @mediacause
  19. 19. Tip #2. Share Content That Achieves Community’s Goals Futures Without Violence Audience size 37,579 Post reach 89,984 @mediacause
  20. 20. Tip #3. Share Progress & Victories Water4 Audience size 2,435 Post reach 14,336 @mediacause
  21. 21. Tip #4. Encourage Participation Cornell Lab’s weekly quizzes help maintain its audience engagement at 50% @mediacause
  22. 22. Community Building With Blogging Tips: • Focus on your communities’ goals • Do your SEO keyword research • Use titles that draw readers in • Make it easy to subscribe, share, and comment @mediacause
  23. 23. Case Study: Cornell Lab Fundraiser Email Subscribers: Reach – 31,043 Donors – 5 Facebook Fans: Reach – 46,533 Donors – 9 BOTH: Reach – 24,160 Donors – 19 @mediacause
  24. 24. Thank You! Learn More: www.mediacause.org Email: eric@mediacause.org michelle@mediacause.org mediacause.org | connect@mediacause.org | @mediacause Questions?

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