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Catholic Radio Association 2009
 

Catholic Radio Association 2009

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  • And they’ll also be more likely to attend the elegant events that the elegant calendar made them aware of. Note that you have flexibility on the type of information you collect as part of a registration form. Don’t ask for what you don’t need, but do ask for relevant items that will make the event more pleasant for your attendees (and staff!)

Catholic Radio Association 2009 Catholic Radio Association 2009 Presentation Transcript

  • “Demystifying those ‘other’ technologies and using them to build stronger relationships with Catholic Radio Listeners”
    October 16, 2009
    Pam Dechert, CFRE, ePMT
    Faith Based Team Leader and Senior Account Executive
    eTapestry/Blackbaud
  • The Market)) is Noisy
    Websites, Online Giving, Social Media Demystified
    Websites
    Past, Present, and Future of the Nonprofit Website
    Secrets of Successful Nonprofit Websites
    The Passive vs. Active Website
    Do It Yourself Website Usability
    Where We Go from Here
    Online Giving
    Online Fundraising 1.0 vs. 2.0
    Myths about Online Fundraising
    Online Giving that Gets Results
    Your Next 6 Months Online
    Where We Go from Here
    Social Media
    Web 1.0 vs. Web 2.0
    Listen, Experiment, and Engage
    Nonprofit Social Media in Action
    The Momentum of Permission
    Where We Go from Here
    • Putting it all together
    Integrate, Integrate, Integrate
    Report, Analyze, Be Strategic
    Build those relationships
    Be Donor- Centric
  • Convergence. Are you ready?
    Listen to Catholic Radio on iPhone!
    A February 21, 2007 "survey of 3,000 Americans released by consultancy Bridge Ratings & Research" found that "[a]s much as 19% of U.S. consumers 12 and older listen to Web-based radio stations." In other words, there were "some 57 million weekly listeners of Internet radio programs. More people listen to online radio than to satellite radio, high-definition [sic] radio, podcasts, or cell-phone-based radio combined."[17][27]
           
    Daily Mass
    Listener Input
    I listen to Catholic radio as much as I can, on the computer and while I… More »
    I just wanted to tell you how much I love your radio station. My family moved… More »
    I’m [name removed], from MALAYSIA - a Muslim nation which prohibited the use of radio and… More »
    American Catholic Radio
    Explores the Catholic faith from a variety of perspectives, with an emphasis on catechesis in a popular, friendly format, with a pleasant musical setting.
    Listen to or Download This Week's Show!
    Catholic radio is one of several new media the Holy Spirit is stirring up as tools of evangelization and catechises. As it grows out of infancy, Catholic radio is expanding and spreading the Gospel to millions of souls throughout the United States and the world.Catholic radio is a personal, immediate, and cost-effective tool to spread the Truth. Resting upon the principles of subsidiarity and solidarity, Catholic radio serves and responds to the needs of the local church, with minimal overhead expenses.
    Click Here to Listen
    iTunes and Mac Users
    Download our free toolbar
  • 2007 Charitable Giving Totals
    Corporations$15.695.1%
    Foundations$38.52 12.6%
    Individuals$229.03 74.8%
    Bequests$23.15 7.6%
    $306.39 billion ($ in billions)
  • Online Giving Estimates*
    Estimate of Giving in 2001 = $550 million
    Estimate of Giving in 2002 = $1.1 Billion
    Estimate of Giving in 2003 = $1.9 Billion
    Estimate of Giving in 2004 = $2.62 Billion
    Estimate of Giving in 2005= $4.53 Billion
    *The United States represents slightly more than ½ the Global Online Philanthropic Market.
    Estimates provided by ePhilanthropy Foundation.
  • Internet Usage & Activities
    74% of adults in the U.S. use the Internet
    87% of 18-29 yr. olds
    82% of 30-49 yr. olds
    72% of 50-64 yr. olds
    41% of those 65+
    Pew Internet Research Study, December 2008
    91% send or read email
    89% use a search engine to find information
    83% look for information about a hobby or interest
    81% look for information about a service or product for purchase
    38% pay bills online
    35% use on online social networking site
  • New Breed of Listener, Donor, Member
    • Reads email before snail mail
    • Busy, satisfy interests on their schedule
    • Expect to find information online
    • Expects information to be personalized
    • Expects immediate feedback
    • Demands information/stewardship
  • Use all your tools together
    An Integrated Communications
    Strategy
  • Past, Present and Future of the Nonprofit Website
  • August 6, 1991
  • The Market is Noisy
    Evolution of the Nonprofit Website
    Brochureware Website
    Transactional Website
    Integrated Website
  • The Market is Noisy
    Evolution of the Nonprofit Website
    Brochureware Website
    One-way communication
    Static pages and content
    Owned by Marketing and created by IT
    Pros
    Something is better than nothing – maybe
    Cons
    No interactivity or engagement
    Immediately out-dated, gets worse from there
    “If you build it – they will come” strategy doesn’t work
    And the list goes on and on and on…
  • The Market is Noisy
    Evolution of the Nonprofit Website
    Transactional Website
    Mostly one-way communication
    Some interactive content and forms
    Heavy focus on acquisition and anonymous visitors
    Pros
    It’s better than brochureware
    Allows for online fundraising and constituent engagement
    Cons
    Tend to treat all visitors as the same
    Often are over-designed and hard to maintain
    Acquisition without retention is a flawed strategy
    Your constituents expect a lot more…
  • The Market is Noisy
    Evolution of the Nonprofit Website
    Integrated Website
    Two-way communication – Web 2.0 friendly
    Highly interactive content and forms
    Allows for powerful acquisition and retention strategies
    Pros
    It’s what your constituents expect from a website
    Audience focused – donors and non-donors
    Makes the website part of the overall organization’s strategy
    Integrated websites put the “R” in Return On Invesment
    Cons
    The website is no longer someone else’s problem
    It’s what your constituents expect from a website
  • Secrets of Successful
    Nonprofit Websites
  • The Integrated Website
    Build affinity
    Support online efforts
    Leverage efficiencies
    Further your cause
    Raise more money
    Build a loyal network of supporters
  • The Market is Noisy
    5 Mistakes Nonprofit Websites Make
    Hidden Donate Button
    Organization by Org Chart
    Death by Scroll
    The NASCAR Effect
    Content Rot
    Source: Connections – www.blackbaud.com/connections
  • The Market is Noisy
    When is a Website Footer…not just a footer?
    Lance Armstrong Foundation – www.livestrong.org
    The Miami Project to Cure Paralysis – www.themiamiproject.org
    Source: Sans Profit Design – www.blackbaud.com/sansprofitdesign
  • The Passive vs. Active Nonprofit Website
  • Passive Website Strategy Active Website Strategy
    Multiple Entry Points
    Focused Entry Points
    Audience Centric Design
    Consistent Navigation
    Targeted Content
    Interactive Paths
    Website Reporting
    Reporting & Analysis
  • Develop User Personas
  • DIY Website Usability
  • The Market is Noisy
    How we really use the web
    Fact of life #1: We don’t read pages. We scan them.
    Fact of life #2: We don’t make optimal choices.We satisfice.
    Fact of life #3: We don’t figure out how things work.We muddle through.
    Source: Don’t Make Me Think, Steve Krug
  • The Market is Noisy
    DIY Usability Testing
    Ingredients:
    Website to test
    Tasks on the Website to test
    3 to 5 people to test the Website
    A room for the testers
    A computer connected to the Internet
    A video camera (optional – but recommended)
    Test Prep:
    Write down the key goals of the website
    Write down the critical tasks of the website
    Write down the task success criteria
  • The Market is Noisy
    DIY Usability Testing
    Follow these steps:
    Have the user browse to the website.
    Ask them about the purpose of the website and initial perceptions.
    Ask them to complete one of the critical tasks.
    Remind them to keep talking out loud.
    Remind them that they can’t make mistakes.
    Move on to the next critical task.
    Thank your testers
    Review the test results, make changes, repeat tests.
  • Where We Go from Here
  • The Market is Noisy
    Where We Go from Here
    Your constituents expect an integrated website
    What worked a few years ago does not work today
    Audience focused and active websites get results
    A little usability testing goes a long way
    Your website is just one piece of the puzzle
  • The Market is Noisy
    Want to learn more? Be sure to check out….
    NetWits Blog
    www.netwitsthinktank.com
    My Blog
    www.blackbaud.com/connections
    The Baudcast
    www.blackbaud.com/thebaudcast
    Blackbaud Internet Resources
    www.blackbaud.com/internetresources
  • Online Fundraising 1.0 vs. 2.0
  • Online Fundraising 1.0
    Step 1: Collect email addresses
    Step 2: Create or borrow an online donation form
    Step 3: Send emails to people pointing them to donation form
    Step 4: Collect donations
    Step 5: Repeat as necessary
  • Online Fundraising 2.0
    Step 1: Make sure your fundraising strategy includes online
    Step 2: Make sure every fundraising program has an online channel
    Step 3: Define your audience(s) and get personal, meaningful, and relevant
    Step 4: Test, test, test, and measure
    Step 5: Repeat as necessary
  • Myths about Online Fundraising
  • The Market is Noisy
    Myth #1: Our Donors Don’t Use the Internet…
    Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
  • Myth #1: Our Donors Don’t Use the Internet…
    Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
  • Myth #2: Online fundraising isn’t that big…
    2001 2002 2003 2004 2005 2006 2007 2008 $550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B
    44%
    Growth
    38%
    Growth
    72%
    Growth
    53%
    Growth
    56%
    Growth
    120%
    Growth
    100%
    Growth
    73%
    Growth
    Source: ePhilanthropy Foundation, Blackbaud
  • Myth #2: Online fundraising isn’t that big…
    Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
  • The Market is Noisy
    Myth #3: Online giving cannibalizes offline…
    Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
  • Online Giving thatGets Results
  • Your Next 6 Months Online
  • Giving
    Weeks
  • Online Fundraising Cycle
    2009
    2008
    2007
  • The Next 6 Months are Very Important
  • Where We Go from Here
  • The Market is Noisy
    Where We Go from Here
    What worked in the past does not work in the future.
    The online giving experience is changing
    Nonprofits continue to innovate online
    The next 6 months are very important
    What will you start doing differently tomorrow?
  • Web 1.0 vs. Web 2.0
  • "Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending on your state of mind."
    – KevinManey
  • Web 1.0 refers to first generation Web-based content that was typically one-way static communication.
    Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.
  • Relationship Pyramid 1.0
  • Relationship Pyramid 2.0
    Major
    Gifts
    Membership
    & Annual Giving
    Donors
    Prospects
    Face-to-Face
    Phone
    Cost of Relationship Building
    $$$$ $$$ $$ $
    Direct Marketing
    Constituent Lifetime Value
    Email | Web | Social Media
  • The Integrated Website
    Build affinity
    Support online efforts
    Leverage efficiencies
    Further your cause
    Raise more money
    Build a loyal network of supporters
  • Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Network
    Social Media
    Social Media
    Social Media
    Social Media
    Social Media
    Social Media
    Social Media
    Social Media
    Social Media
    Social Media
    Billions and Billions of Touch Points
    www.you.org
  • Social Media Funnel
    Social Media
    Email
    Website
    RSS
  • The Market is Noisy
    Clay Shirky on Social Media…
    "The loss of control you fear is already in the past.“
    "Tools don't get socially interesting until they get technologically boring."
    "Start small and good, then make it bigger"
    "Don't hire consultants. Hire your own 23-year-olds."
    "We spend more time figuring out whether something is a good idea than we would have just trying it."
    "Fail informatively - Fail like crazy."
    Source: “15 Clay Shirky Quotes That Blew My Mind at NTC” – http://www.blackbaud.com/webbythings
  • PERSONALIZATION
    FREQUENCY & IMMEDIACY
  • The Market is Noisy
    Social Media Zen
    It’s not about you. It’s about them.
    It’s not about money. It’s about relationships.
    It’s not about control. It’s about insight.
  • Listen, Experiment, and Engage
  • The Market is Noisy
    How do you get started?
    Start Listening
    Start Experimenting
    Start Engaging
  • NetWits Blog
    www.netwitsthinktank.com
  • The POST Method
    People
    Who are you targeting?
    Objectives
    What are you trying to achieve?
    Strategies
    What will it look like when you are done?
    Technology
    What tools are you going to use?
    GroundswellCharlene Li and Josh Bernoff
  • Social Networking Tactics
    Interact
    Engage
    Go where they are.
    Give them content that they want / can’t get themselves
    Interact
    Drive them to take an action.
    Start small. Promote sharing.
    Activate
    Present opportunities to take the next step
    Use focused variety.
    Activate
    Engage
  • Different Approaches
    Defensive
    Get something setup. Start listening.
    1 week to start. Update periodically.
    Opportunistic
    Actively building the network, getting friends, getting cross-links, etc.
    Blogging, tweeting, posting videos, photos, DIGGing, etc.
    1 to 4 hours per week
    Intentional
    Driving dialogue with your biggest fans
    Posting content, driving interaction through messaging, monitoring metrics, etc.
    ½ to full time person
  • The Market is Noisy
    A Few Cautionary Words…
    There are no silver bullets
    Try Stuff
    Adjust and Try Again
  • Test First – Fail Fast
  • Nonprofit Social Mediain Action
  • ??????
  • The Market is Noisy
    Are Twitter and Facebook Important for Event Fundraising?
    Study looked at 370 events over a period of 3 weeks
  • The Momentum of Permission
  • The Market is Noisy
    Where We Go from Here
    Social media requires you get engaged.
    Beware the hype. Focus on your strategy.
    The one constant is change. Change is good.
    The momentum of permission is real.
    Relationships still matter. They matter a lot.
  • The Market is Noisy
    Want to learn more? Be sure to check out….
    NetWits Blog
    www.netwitsthinktank.com
    My Blog
    www.blackbaud.com/connections
    The Baudcast
    www.blackbaud.com/thebaudcast
    Blackbaud Internet Resources
    www.blackbaud.com/internetresources
  • Questions?
    Thanks!
    pam.dechert@etapestry.com
    317.336.3895
    Pam Dechert, CFRE, ePMT
    Faith Based Team Leader and Senior Account Executive
    eTapestry/Blackbaud