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Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
Building (online) Neighborhood Centers - AMA Presentation
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Building (online) Neighborhood Centers - AMA Presentation

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  • Take advantage of cheap or low cost online channels to build awareness and word of mouth! Create a reason for people to talk about you – no matter how small.
  • Starting truly at the beginning! Challenges – 103 years – no in-house marketing Sooooo many programs bring diverse interests! No online presence other than a website that was built for an internal audience Not a well-known nonprofit to the average Houston resident
  • There’s a lot to learn from others, and so many different ways to try the same thing. Give credit where credit is due, promote your partners and build Twitter lists to share.
  • Start with your own employees! Go where the people already are – don’t try to bring the audience to you. Use grants, nonprofit pricing and ‘free for all’ websites to establish a presence. Use Quantcast.com to find where your audiences are. Consider sites outside of the typical Flickr-Youtube-Myspace-Facebook-Twitter options like – Change.org Upcoming.com Eventful.com Squidoo.com Friendfeed.com LinkedIn.com Google Local Business Center
  • Motivate your employees and board to be engaged and make it SUPER easy for them to do so. Focus on your staff and board to spread the word first – Introduction during onboarding Create ‘social networking’ business cards, email signatures, whatever their preferred method to ease their burden of spreading the word Create a ‘101’ class during lunchtime Intranet access Reward them with photo credits, share their media/stories and give credit. Hold a training specifically for the board and how they can help
  • Your employees are obligated to help you build word of mouth. In turn, their network feels obligated because their ‘son/friend/mom’ works there. THEIR network is not obligated. What they decide to join, share and talk about is truly coming from the heart.
  • Embrace the tools for what they are – let them evolve and take shape. Twitter for the media, Houston socialites and search optimization Facebook for talking to the supporters directly Adwords and volunteermatch.org for finding new volunteers While not officially live yet, a blog will become the HUB of all our online efforts
  • Consider the small things Consider the things that don’t seem relevant Consider participating in voting/challenges/contests like – Story coverage (found on Twitter) about being prepared for swine flu – what’s important to people now. Twestival America’s Giving Challenge (Facebook Causes) Chase Community Giving on Facebook Project for Awesome DoGooder.tv
  • Building a strong base online sets the groundwork for multi-channel campaigns, online fundraising, incentivizing and crowd-sourcing marketing.
  • We’ll take all kinds of friends – they all have something to offer and we hope to have something to offer them. Don’t be too good to comment – conversation requires recognition Make things as easy as possible for sharing – one click links! Be open, honest and transparent – people WILL find out the truth.
  • Transcript

    • 1. Building (online) Neighborhood Centers … a case study in progress. Copyright © 2009 Neighborhood Centers Inc.
    • 2. Where do you begin? Copyright © 2009 Neighborhood Centers Inc.
    • 3. Join other neighborhoods first. Copyright © 2009 Neighborhood Centers Inc. Houston Food Bank Gulf Coast Regional Blood Center Houston Humane Society Houston Area Women’s Center The Center for Hearing & Speech Kids Meals
    • 4. Word of Mouth starts in your own neighborhood Copyright © 2009 Neighborhood Centers Inc.
    • 5. Then get people talking . Copyright © 2009 Neighborhood Centers Inc.
    • 6. The three degrees of supporters Copyright © 2009 Neighborhood Centers Inc. Staffer Friend of Staffer Friend of Friend!
    • 7. The best word-of-mouth experiences for us thus far? Copyright © 2009 Neighborhood Centers Inc.
    • 8. Be a part of something bigger than yourself and the awareness will follow. Copyright © 2009 Neighborhood Centers Inc.
    • 9. Poised for more. Copyright © 2009 Neighborhood Centers Inc.
    • 10. Making new friends is what it’s all about. Copyright © 2009 Neighborhood Centers Inc.
    • 11. www.neighborhood-centers.org Copyright © 2009 Neighborhood Centers Inc. Find this on - www.slideshare.net/neighborhoodcenters 501(c)3…. 501(c)FREE! YouTube – free channel and video page branding/donations http:// www.youtube.com /nonprofits Flickr – free pro account http:// www.flickr.com /good/ Animoto (automated photo videos) http:// animoto.com /cause Google Grant - $10k a year in adwords (search advertising) http:// www.google.com /nonprofits Vertical Response (email marketing) – 10,000 free emails/month http:// www.verticalresponse.com /non-profits/ Flip (video camera) Spotlight Program – buy one, get one! http://www.flipvideospotlight.com/SpotlightHome.aspx
    • 12. www.neighborhood-centers.org Copyright © 2009 Neighborhood Centers Inc. Find this on - www.slideshare.net/neighborhoodcenters Search ‘Neighborhood Centers’ on any major social networking site…. YouTube.com/NeighborhoodCenters Flickr.com/Neighborhood Centers (including a Group) Facebook.com/Neighborhood Centers (including Groups and Cause) Twitter.com/NeighborhoodCtr (including my ‘personal professional’ account, NCIBrooke) Change.org/NeighborhoodCenters To name a few…

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