MONETIZE THE WEB Multi-channel communication and fundraising AFP Maryland  June 6, 2011
OBJECTIVES <ul><li>Define the universe of communication media </li></ul><ul><li>Discuss the prioritization of time </li></...
COMMUNICATION UNIVERSE Monetizing the Web
DISCUSSION <ul><li>What are your communication goals? </li></ul><ul><li>What forms of communication do you embrace? </li><...
COMMUNICATION UNIVERSE <ul><li>Broadcast </li></ul><ul><ul><li>The original term  broadcast  referred to the literal  sowi...
COMMUNICATION UNIVERSE <ul><li>Broadcast </li></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Radio </li></ul></ul>...
WHO GIVES? Getting to know donors
Great: Born before 1929 Silent: Born 1929 to 1945 Boomer: Born 1946 to 1963 Gen X: Born 1964 to 1981 Millennial: Born sinc...
Great: Born before 1929 Silent: Born 1929 to 1945 Boomer: Born 1946 to 1963 Gen X: Born 1964 to 1981 Millennial: Born sinc...
*The Center on Philanthropy at Indiana University Motivation to Give  Adcieo 2011
ONLINE GIVING Peer-to-Peer Fundraising
ONLINE GIVING *Blackbaud Internet Solutions Adcieo 2011
GROUP DISCUSSION <ul><li>In 2000, what were the main concerns with donor databases? How did you communicate with donors? <...
IT ’S A NEW DAY <ul><li>Email </li></ul><ul><li>Social </li></ul><ul><li>Mobile </li></ul><ul><li>QR Codes </li></ul>Adcie...
Email <ul><li>Create communication strategy </li></ul><ul><li>Craft ‘Call to Action’ content </li></ul><ul><li>Segment Dat...
Adcieo 2011
THE ONLINE COMMUNITY <ul><li>Sites like Facebook and Twitter have  millions of users  logging on everyday. </li></ul><ul><...
FACEBOOK USERS Adcieo 2011  Online Adults Sex   Men 42.50% Women 57.50% Age   0-17 10.00% 18-24 26.00% 25-34 26.00% 35-54 ...
SOCIAL FUNDRAISING *Blackbaud Internet Solutions Adcieo 2011
MOBILE GIVING <ul><li>Text </li></ul><ul><li>Publish </li></ul><ul><li>Post </li></ul><ul><li>Repeat </li></ul>*Convio Adc...
MULTI-CHANNEL IS KEY *Convio Adcieo 2011
DRIVER TO GIVE *Convio Adcieo 2011
RELATIONSHIPS
GROUP DISCUSSION Adcieo 2011
GROUP DISCUSSION <ul><li>What is one thing you can do this week to improve the way you communicate with donors? </li></ul>...
COMMUNICATION STRATEGY <ul><li>Purpose </li></ul><ul><li>Target </li></ul><ul><li>Segment </li></ul><ul><li>Message </li><...
QUESTIONS & ANSWER <ul><li>Dennis Chyba </li></ul><ul><li>[email_address] </li></ul><ul><li>410.864.8893 </li></ul>Adcieo ...
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Monetizing the Web

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Multi-channel communication and fundraising.

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  • The data available to examine why a lower percentage of younger donors contribute at all is limited to factors such as income, education level, frequency of religious attendance, marital status, and number and ages of children in the household. When examining the propensity to give at all, after controlling for (holding constant) these other variables: • Members of the Silent and Great generations are statistically significantly more likely to give to religious purposes than members of the Boomer generation • The younger generations (Gen X and Millennials) are not different from the Boomers in their propensity to give for religious causes, after controlling for other variables. Both are less likely than Silent and Great generations to give for religious purposes.
  • Secular giving totals varied somewhat by generation, but seem to follow a pattern linked with income differences rather than generation differences. After controls, generation alone did not make a difference in the amount donors contributed to religion or to secular causes. The differences observed in contribution amounts among donors were associated with differences in income, education and religious attendance.
  • Secular giving totals varied somewhat by generation, but seem to follow a pattern linked with income differences rather than generation differences. After controls, generation alone did not make a difference in the amount donors contributed to religion or to secular causes. The differences observed in contribution amounts among donors were associated with differences in income, education and religious attendance.
  • Text the message. Publish and post this on your website and social networks. Then repeat on a regular basis.
  • Monetizing the Web

    1. 1. MONETIZE THE WEB Multi-channel communication and fundraising AFP Maryland June 6, 2011
    2. 2. OBJECTIVES <ul><li>Define the universe of communication media </li></ul><ul><li>Discuss the prioritization of time </li></ul><ul><li>Understand value & the return on investment </li></ul><ul><li>Use multi-channel communication </li></ul><ul><li>Engage generations </li></ul>Adcieo 2011
    3. 3. COMMUNICATION UNIVERSE Monetizing the Web
    4. 4. DISCUSSION <ul><li>What are your communication goals? </li></ul><ul><li>What forms of communication do you embrace? </li></ul>Adcieo 2011
    5. 5. COMMUNICATION UNIVERSE <ul><li>Broadcast </li></ul><ul><ul><li>The original term broadcast referred to the literal sowing of seeds on farms by scattering them over a wide field. American Heritage Dictionary of the English Language </li></ul></ul><ul><ul><li>One to Many </li></ul></ul><ul><li>Personal </li></ul><ul><ul><li>Relevant and specific </li></ul></ul><ul><ul><li>One to One </li></ul></ul>Adcieo 2011
    6. 6. COMMUNICATION UNIVERSE <ul><li>Broadcast </li></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>News Paper </li></ul></ul><ul><ul><li>Magazine </li></ul></ul><ul><ul><li>News Letter </li></ul></ul><ul><ul><li>Letter </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><ul><li>Letter </li></ul></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul>Adcieo 2011
    7. 7. WHO GIVES? Getting to know donors
    8. 8. Great: Born before 1929 Silent: Born 1929 to 1945 Boomer: Born 1946 to 1963 Gen X: Born 1964 to 1981 Millennial: Born since 1981 *The Center on Philanthropy at Indiana University Adcieo 2011
    9. 9. Great: Born before 1929 Silent: Born 1929 to 1945 Boomer: Born 1946 to 1963 Gen X: Born 1964 to 1981 Millennial: Born since 1981 *The Center on Philanthropy at Indiana University Adcieo 2011
    10. 10. *The Center on Philanthropy at Indiana University Motivation to Give Adcieo 2011
    11. 11. ONLINE GIVING Peer-to-Peer Fundraising
    12. 12. ONLINE GIVING *Blackbaud Internet Solutions Adcieo 2011
    13. 13. GROUP DISCUSSION <ul><li>In 2000, what were the main concerns with donor databases? How did you communicate with donors? </li></ul><ul><li>What about in 2010? </li></ul>Adcieo 2011
    14. 14. IT ’S A NEW DAY <ul><li>Email </li></ul><ul><li>Social </li></ul><ul><li>Mobile </li></ul><ul><li>QR Codes </li></ul>Adcieo 2011
    15. 15. Email <ul><li>Create communication strategy </li></ul><ul><li>Craft ‘Call to Action’ content </li></ul><ul><li>Segment Database </li></ul><ul><li>Test messaging and subject lines </li></ul><ul><li>Send regularly </li></ul>Adcieo 2011
    16. 16. Adcieo 2011
    17. 17. THE ONLINE COMMUNITY <ul><li>Sites like Facebook and Twitter have millions of users logging on everyday. </li></ul><ul><li>Professionals, customers, and donors look for organizations that are relevant to them. </li></ul>Adcieo 2011
    18. 18. FACEBOOK USERS Adcieo 2011 Online Adults Sex   Men 42.50% Women 57.50% Age   0-17 10.00% 18-24 26.00% 25-34 26.00% 35-54 31.00% 55+ 10.00% Education   Less than high school 33.30% High school diploma 40.40% Some college 4.90% College graduate 21.40% Household Income   Less than $30,000 45% $30,000-$49,999 38% $50,000-$74,999 30% $75,000 or more 31%
    19. 19. SOCIAL FUNDRAISING *Blackbaud Internet Solutions Adcieo 2011
    20. 20. MOBILE GIVING <ul><li>Text </li></ul><ul><li>Publish </li></ul><ul><li>Post </li></ul><ul><li>Repeat </li></ul>*Convio Adcieo 2011
    21. 21. MULTI-CHANNEL IS KEY *Convio Adcieo 2011
    22. 22. DRIVER TO GIVE *Convio Adcieo 2011
    23. 23. RELATIONSHIPS
    24. 24. GROUP DISCUSSION Adcieo 2011
    25. 25. GROUP DISCUSSION <ul><li>What is one thing you can do this week to improve the way you communicate with donors? </li></ul>Adcieo 2011
    26. 26. COMMUNICATION STRATEGY <ul><li>Purpose </li></ul><ul><li>Target </li></ul><ul><li>Segment </li></ul><ul><li>Message </li></ul><ul><li>Call to Action </li></ul><ul><li>Media </li></ul><ul><li>Frequency </li></ul><ul><li>Incentive </li></ul>Adcieo 2011
    27. 27. QUESTIONS & ANSWER <ul><li>Dennis Chyba </li></ul><ul><li>[email_address] </li></ul><ul><li>410.864.8893 </li></ul>Adcieo 2011
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