How to Use the Web to Build Donations

by Parker LePla on Apr 29, 2010

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This presentation will show you how to use your website, social media and inexpensive online marketing tools to increase awareness, expand your donor base and cultivate life‐long donor relationships through the creation of a brand community.

Be sure to check out the notes section for the bulk of the content and the accompanying video will be added soon.

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How to Use the Web to Build Donations — Presentation Transcript

HOW TO USE THE WEB TO CULTIVATE DONORS

WHO WE ARE WHO WE ARE

THE WEB AS FUNDRAISING TOOL?

OR AS DONOR CULTIVATION TOOL?

DONOR RELATIONSHIPS ARE SHIFTING

Alignment of values

Authentic and transparent interactions

Opportunities for real engagement, both online and offline

Connection

That your organization become a social brand —one that creates an open culture where employees, board members, partners and donors are invited to actively participate in fulfilling the mission.

THIS REQUIRES…

Source: http://mashable.com/2009/03/26/social-media-nonprofit-study/

THE WEB FACILITATES ONLINE COMMUNITY

A Web strategy provides the blueprint for your entire online brand experience—outlining how you will use all facets of the Web to build your social brand.

THINK IN TERMS OF WEB STRATEGY RATHER THAN TACTICS

NORTH CASCADES WEB STRATEGY CONTENTS

Exercise: Donor personas

Think about the types of donors and potential donors who do or will visit your site.

Who are they, what are their roles in life, what are their life goals, why do they seek you out, what information do they need in order to connect with you?

What could you do to get your donors more engaged?

GETTING STARTED: PERSONAS

Donor: Wanda Smith 41, married, college education. • Two teenage kids—Sally, 12 and Tim, 14. • Works for the school district; husband is an engineer. • Enjoys hiking and camping with her family. Life Goals: • To give back, now that she is in a good financial place to do so. • To be more involved with helping her local community and looks for opportunities to involve her children in doing so, to teach them about her values. • To meet new people and network. • To have an experience that will allow her to practice her leadership stills.

Donor: Wanda Smith Online Experience Goals: • To learn more about local organizations she can get involved with and to see if she connects with their mission. • To find new ways to give back, other than just donating money, that give her opportunities to involve her kids. • To feel comfortable with the organization’s financial position and know that they aren’t fly by night. • Ability to see the real impact the organization has on the community. • Contact the organization. • Donate online and feel confident that it is secure. Online Communities: • Facebook: uses to stay in touch with friends and family, share vacation and family photos, learn about what people are doing • WA Trails Association: visits to find new hikes and hiking vacations for family, read reviews on trails Email: uses daily for work, to communicate with close friends and family Flickr: uses to post vacation and family photos and share with family and friends

Twitter.com/parkerlepla

Parker LePla on Facebook and LinkedIn

Integratedbrand.com

www.onlinebrandex.com

QUESTIONS?

How to Use the Web to Build Donations

by Parker LePla on Apr 29, 2010

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How to Use the Web to Build Donations — Presentation Transcript