Sheetal Persaud & Matt Barr - Reaching the Next Generation of Supporters through Integrated Branding Programs

REACHING THE NEXT GENERATIONOF SUPPORTERS THROUGHINTEGRATED BRANDINGPROGRAMS

We provide leadership to nonprofit organizations in using new technologies to market, fundraise, advocate and brand build more effectively. Sheetal Persaud, Fundraising Innovation Consultant, hjc Matt Barr, Fundraising Innovation Consultant, hjc www.hjcnewmedia.com @hjcnewmedia #mcc116/6/2011 proprietary and confidential 2

6/6/2011 proprietary and confidential 3

Passion brands have a hard job.... You can’t just shows ads, have great creative and expect people to support you6/6/2011 proprietary and confidential 5

You’re selling... • Knowledge and awareness of an incredibly meaningful cause • The great feeling that comes from philanthropy • The opportunity to spend time helping others6/6/2011 proprietary and confidential 7

That can be hard to portray...6/6/2011 proprietary and confidential 8

How can you brand your nonprofit? Allow others to share your brand Reach people Establish your brand6/6/2011 proprietary and confidential 9

ESTABLISH YOUR BRAND6/6/2011 proprietary and confidential 10

Do you know who you are? • Make sure YOU and your staff/board know your brand • Ensure your brand resonates through all the media you use6/6/2011 proprietary and confidential 11

Consistency = recollection6/6/2011 proprietary and confidential 12

Consistency can be really simple6/6/2011 proprietary and confidential 17

Consistency is key 1. Consistent Branding – Secure your brand name, vanity URLs – Customized creative • Branded twitter background • Logo as profile picture/avatar 2. Creating an editorial calendar for consistency – Daily updates – Schedule of upcoming campaigns/events 3. Integration with offline/online – Add social icons to website/blog – Promote via e-mail signature – Mention in DM6/6/2011 proprietary and confidential 19

Ensuring a consistent brand experience may sound easy...6/6/2011 proprietary and confidential 22

Disparate teams = disparate branding Communications VolunteeringEvents Fundraising Marketing Public 6/6/2011 proprietary and confidential Relations 23

“Hives are adjacent to each other, andwhile their members each have roles, fromproducts (honey) and defenders to matesand rulers, these hives allow for fluidinteraction.”-Geoff Livingston6/6/2011 proprietary and confidential 25

How can you be more like a “hive” organisation? • Have connectors (people, processes or meetings with the function of ensuring a consistent brand experience) • Shared resources e.g. documents, work spaces, wikis, calendars6/6/2011 proprietary and confidential 26

REACH PEOPLE WITH YOUR BRAND6/6/2011 proprietary and confidential 27

Who are your audiences?6/6/2011 proprietary and confidential 28

To promote your brand... • You need to know WHO your core audiences are • You need to know WHERE they are6/6/2011 proprietary and confidential 29

Most non profits are dealing with multiple audiences6/6/2011 proprietary and confidential 30

Next Gen: A landmark survey • Released Nov. 2010 • Exploring multi-channel preferences and charitable habits of 4 generations of Canadians • Featured in:  Globe and Mail, Financial Post, CNBC, the NonProfit Times, Charity Village, the Vancouver SunDownload the full report: www.hjcnewmedia.com/nextgen

Gen Y Social Media Habits (% doing regularly) Defining Values 70% 49% 25% 16% Time to give back What’s in it for me? Mobile Habits Online connection 49% Mobile ONLY phone 32% Mobile primary 42% Facebook Mobile app 53% Texters 32 © 2010 Convio, Inc.

Gen X Social Media Habits (% doing regularly) Defining Values 56% 30% 13% 11% 11% Peer-motivated Time vs. money Mobile Habits Online connection 28% Mobile ONLY phone 37% Mobile is primary 27% Facebook mobile app 40% Texters 33 © 2010 Convio, Inc.

Boomers Tech/Media Profile Defining Values 29% Facebook (reg) Support for non profit is (60% Total) planned/deliberate See giving $ as the best way they can 17% Texters help 47% E-newsletters 55% Bank online 33% Shop online 34 © 2010 Convio, Inc.

How did they first hear about you? Gen Y Boomers Mainstream media 27% Mainstream media 28% Word of mouth 22% Mail 19% School 18% Word of mouth 16% Peer to peer event 14% Work/job 11% Gen X Mainstream media 24% Civics Word of mouth 18% Mail 35% Mail 16% Mainstream media 24% Peer to peer event 11% Word of mouth 18% Work/job 11% Product purchase 11%6/6/2011 proprietary and confidential 36

Online surveys can be effective for audience research • Survey Monkey • Send a survey to everyone you have an email for (volunteers, event participants, staff, donors, advocates etc…) • Track responses back to individuals • Use individual response data to create targeting profiles6/6/2011 proprietary and confidential 37

Questions to ask in market research • How did you first hear about us? • What do you think we do? • What newspapers/radio stations/TV stations do you use regularly? • What social networks on? • Do you live in an urban/suburban/rural? • Age/sex/location/single?6/6/2011 proprietary and confidential 38

People love surveys! • Emails surveys have high response rates6/6/2011 proprietary and confidential 39

With your survey results, create an audience profile Who are they? -Demographics -Psychographics About your brand? -What do you want them to know -What do you want them to feel -Why should they be interested in your brand6/6/2011 proprietary and confidential 40

With your survey results, create audience profiles Who are they? -Demographics -Psychographics About your brand? -What do you want them to know -What do you want them to feel -Why should they be interested in your brand6/6/2011 proprietary and confidential 41

What does this mean for branding? • Depending on your audiences – you can be quite targeted with your branding programs...6/6/2011 proprietary and confidential 42

Your supporters use MANY channels6/6/2011 proprietary and confidential 43

Therefore ...branding campaigns need to be multi-channel • Multi-channel doesn’t have to = expensive • Social media branding campaigns can be inexpensive • Adwords and Facebook ads can be inexpensive • Work with PR to secure “earned” media coverage • Work internally to leverage “owned” media6/6/2011 proprietary and confidential 44

The Library Online

Adwords • Can reinforce campaigns taking place on “other” media • Be specific with your ads e.g. use full name v.s. acronym6/6/2011 proprietary and confidential 49

A multi-channel branding campaign6/6/2011 proprietary and confidential 50

Potential forkioskfundraising inmalls, sportsstadiums andother publiclocations 6/6/2011 proprietary and confidential 54

Tracking is key • Having a multi-channel branding campaign only makes sense if you can actually judge and compare the efficacy of each channel • Some channels will work better for you than others • Need to determine where future efforts should be directed6/6/2011 proprietary and confidential 56

Various ways of measuring branding campaign effectiveness • Recollection • Site visits and landing page performance (time on page, bounce rate, CTR from landing page etc…) • Engagement rate • Fundraising (if a branding campaign is part of a fundraising campaign)6/6/2011 proprietary and confidential 57

Landing Page Views By Source Pageviews from media sources Online Ads Billboard Email S&W Website TV Postcard Adwords Texas Monthly Radio Newspaper6/6/2011 proprietary and confidential 58

Geographic breakdown of visits6/6/2011 proprietary and confidential 59

Revenue ($) 27-Sep-10 29-Sep-10 01-Oct-10 6/6/2011 Radio 03-Oct-10 05-Oct-10 Billboard 07-Oct-10 09-Oct-10 11-Oct-10 Newspaper 13-Oct-10 15-Oct-10 Texas Monthly 17-Oct-10 19-Oct-10 TV 21-Oct-10 Postcard 23-Oct-10 25-Oct-10 27-Oct-10 29-Oct-10 31-Oct-10 02-Nov-10 04-Nov-10 06-Nov-10 TV 08-Nov-10 Radio 10-Nov-10 12-Nov-10 14-Nov-10 Date Online Banner Ad 16-Nov-10 Scott & White Appeal Activity 18-Nov-10 20-Nov-10 22-Nov-10 24-Nov-10 26-Nov-10 Symbolic Gift Mail & Email Appeal 28-Nov-10 30-Nov-10proprietary and confidential 02-Dec-10 Broadcast Voicemail 04-Dec-10 06-Dec-10 TV 08-Dec-10 Billboard 10-Dec-10 Radio Email Appeal 12-Dec-10 14-Dec-10 16-Dec-10 Holiday Appeal Mail Texas Monthly 18-Dec-10 20-Dec-10 22-Dec-10 Newspaper 24-Dec-10 26-Dec-10 TV 28-Dec-10 Radio 30-Dec-10 # of Gifts & Daily Traffic 60 Daily Traffic Daily Revenue Number of Gifts

Google Insights6/6/2011 proprietary and confidential 61

ALLOW OTHERS TO SHARE YOUR BRAND6/6/2011 proprietary and confidential 62

People are sharing their experiences, their passions, their knowledge, their arguments…6/6/2011 proprietary and confidential 63

And many many more things6/6/2011 proprietary and confidential 64

People want to interact Social sharing traffic now accounts for as much as one-third of the amount of traffic driven by search A site receiving 1,000 visits per month from search engines is now receiving 333 of visits through social sharing Courtesy: Sharethis 20096/6/2011 proprietary and confidential 65

Something changed6/6/2011 proprietary and confidential 66

YouTube, Twitter and Facebook has transformed word-of-mouth, increasing it’s potential to influence others6/6/2011 proprietary and confidential 67

There’s trust in advertising, but not as weknew it 6/6/2011 proprietary and confidential 68

5/24/2011 69

The traditional brand route Your Brand Marketing Events PR / Advertising Website The General Public6/6/2011 proprietary and confidential 70

Today’s Reality Facebook is the #1 social network used by nonprofits – 86% in 2010, up from 74% in 2009 – Drop in avg. community size: 5,391 members (2009) to 2,440 in 2010 Twitter is the social networking outlet of choice with a year-over-year increase of 38% – Average community size grew 627% (286 followers to 1,792 followers in 2010) – Still relatively small community sizes for nonprofits but shows upward movement LinkedIn and YouTube usage remain steady MySpace shows the biggest drop at 45% with nonprofits Source: The Nonprofit Social Media Benchmarks Report, 20106/6/2011 proprietary and confidential 71

And donors are using social media… Use it regularly Use it, but not regularly 80.0% 70.0% 60.0% 50.0% Source: Next Gen Study, 2010 40.0% 30.0% 20.0% 10.0% 0.0% Facebook Twitter MySpace FourSquare Digg YouTube Flickr Picasa Delicious LinkedIn Google Buzz5/24/2011 72

What was your first interaction with the charity you now donate to? Joined a social networking group/online community to stay informed and share information with other people who care about that charity or cause 35.0% 29.9% 30.0% 25.0% 20.0% 19.5% 15.0% 9.8% 9.7% 10.0% 5.0% 0.0% Gen Y Gen X Boomers Matures5/24/2011 73

Are you willing to promote a charity you support on social media? Willing to Promote them today 14.0% 12.3% 12.0% 11.7% 10.0% 7.5% 7.8% 8.0% 6.0% 4.0% 2.0% 0.0% Gen Y Gen X Boomers Matures5/24/2011 74

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Sharing is key • Need to understand the differing preferences across generations • Gen Y and Gen X more open to connecting/promoting your cause – Opportunity: They are also the easiest to reach via social channels • Boomers and Civics as a whole are slower to adopt5/24/2011 76

• Schools got on board • Other community organisation participated • Local media coverage • Viral social media coverage6/6/2011 proprietary and confidential 77

Out came the evangelists6/6/2011 proprietary and confidential 78

Leverage your evangelists

Who are your evangelists? And what tools do you give them to market/fundraise for you?6/6/2011 proprietary and confidential 82

Reputation management6/6/2011 proprietary and confidential 83

Opening up to evangelists means… • You have to deal with negative comments • You are willing to lose some control over branding and voice6/6/2011 proprietary and confidential 84

Are you listening?6/6/2011 proprietary and confidential 85

Commenting Policy6/6/2011 proprietary and confidential 92

Brand management on social networks It’s the personal touch with a sprinkling of logo... People share with people, not logos Create a balance of consistency in mission, message, graphics, yet with a human touch6/6/2011 proprietary and confidential 93

How can you brand your nonprofit? Allow others to share your brand Reach people Establish your brand6/6/2011 proprietary and confidential 94

Sheetal Persaud & Matt Barr - Reaching the Next Generation of Supporters through Integrated Branding Programs

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Sheetal Persaud & Matt Barr - Reaching the Next Generation of Supporters through Integrated Branding Programs — Presentation Transcript