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Catholic Radio Association 2009

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  • PD
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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!)
  • Transcript

    • 1. “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
    • 2. 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
    • 3. 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
    • 4. 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)
    • 5. 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.
    • 6. 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
    • 7. New Breed of Listener, Donor, Member
      • Reads email before snail mail
      • 8. Busy, satisfy interests on their schedule
      • 9. Expect to find information online
      • 10. Expects information to be personalized
      • 11. Expects immediate feedback
      • 12. Demands information/stewardship
    • Use all your tools together
      An Integrated Communications
      Strategy
    • 13. Past, Present and Future of the Nonprofit Website
    • 14. August 6, 1991
    • 15. The Market is Noisy
      Evolution of the Nonprofit Website
      Brochureware Website
      Transactional Website
      Integrated Website
    • 16. 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…
    • 17. 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…
    • 18. 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
    • 19. Secrets of Successful
      Nonprofit Websites
    • 20. The Integrated Website
      Build affinity
      Support online efforts
      Leverage efficiencies
      Further your cause
      Raise more money
      Build a loyal network of supporters
    • 21. 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
    • 22.
    • 23.
    • 24.
    • 25.
    • 26.
    • 27.
    • 28.
    • 29.
    • 30.
    • 31.
    • 32.
    • 33. 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
    • 34.
    • 35. The Passive vs. Active Nonprofit Website
    • 36. 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
    • 37. Develop User Personas
    • 38.
    • 39.
    • 40.
    • 41.
    • 42. DIY Website Usability
    • 43. 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
    • 44. 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
    • 45. 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.
    • 46. Where We Go from Here
    • 47. 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
    • 48. 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
    • 49. Online Fundraising 1.0 vs. 2.0
    • 50. 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
    • 51. 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
    • 52. Myths about Online Fundraising
    • 53. The Market is Noisy
      Myth #1: Our Donors Don’t Use the Internet…
      Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
    • 54. Myth #1: Our Donors Don’t Use the Internet…
      Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
    • 55. 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
    • 56. Myth #2: Online fundraising isn’t that big…
      Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
    • 57. The Market is Noisy
      Myth #3: Online giving cannibalizes offline…
      Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
    • 58. Online Giving thatGets Results
    • 59.
    • 60.
    • 61.
    • 62.
    • 63.
    • 64.
    • 65.
    • 66.
    • 67.
    • 68.
    • 69.
    • 70.
    • 71.
    • 72.
    • 73.
    • 74.
    • 75.
    • 76.
    • 77.
    • 78.
    • 79.
    • 80.
    • 81.
    • 82. Your Next 6 Months Online
    • 83. Giving
      Weeks
    • 84. Online Fundraising Cycle
      2009
      2008
      2007
    • 85. The Next 6 Months are Very Important
    • 86. Where We Go from Here
    • 87. 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?
    • 88. Web 1.0 vs. Web 2.0
    • 89. "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
    • 90. 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.
    • 91.
    • 92.
    • 93.
    • 94. Relationship Pyramid 1.0
    • 95. 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
    • 96.
    • 97. The Integrated Website
      Build affinity
      Support online efforts
      Leverage efficiencies
      Further your cause
      Raise more money
      Build a loyal network of supporters
    • 98.
    • 99. 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
    • 100. Social Media Funnel
      Social Media
      Email
      Website
      RSS
    • 101. 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
    • 102. PERSONALIZATION
      FREQUENCY & IMMEDIACY
    • 103. 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.
    • 104. Listen, Experiment, and Engage
    • 105. The Market is Noisy
      How do you get started?
      Start Listening
      Start Experimenting
      Start Engaging
    • 106.
    • 107. NetWits Blog
      www.netwitsthinktank.com
    • 108. 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
    • 109. 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
    • 110. 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
    • 111. The Market is Noisy
      A Few Cautionary Words…
      There are no silver bullets
      Try Stuff
      Adjust and Try Again
    • 112. Test First – Fail Fast
    • 113. Nonprofit Social Mediain Action
    • 114.
    • 115.
    • 116.
    • 117.
    • 118.
    • 119. ??????
    • 120.
    • 121.
    • 122.
    • 123.
    • 124.
    • 125.
    • 126.
    • 127. The Market is Noisy
      Are Twitter and Facebook Important for Event Fundraising?
      Study looked at 370 events over a period of 3 weeks
    • 128. The Momentum of Permission
    • 129. 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.
    • 130. 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
    • 131. Questions?
      Thanks!
      pam.dechert@etapestry.com
      317.336.3895
      Pam Dechert, CFRE, ePMT
      Faith Based Team Leader and Senior Account Executive
      eTapestry/Blackbaud

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