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  • 1. Online Building Blocks
    Adrienne Royer
    Thursday, February 17, 2010
    Online Fundraising
  • 2. The Silver Bullet
    Relationships are the key to successful social media and online programs.
  • 3. Social Media is a Conversation.
    Environmental Scanning
    Media clips
    Reading email from audiences
    Google alerts/Social mentions
    Monitoring conversations on Twitter
    1-way communication
    • Media relations
    • 4. Broadcast emails
    • 5. Newsletters/direct mail
    • 6. Twitter
    • 7. Sharing networks like Digg
    • 8. Events
    Begin to engage in conversation
    • Facebookpage
    • 9. Engaging community through email
    • 10. Linkedin
    • 11. Twitter (responding to tweets; use Seesmic, Tweetdeck or Hootsuite
    • 12. Blogger Relations
    • 13. Online donation program
    Generating content
    • Facebookupdates; respond to comments; post photos
    • 14. Blogging
    • 15. Sharing photos through Facebook or Flickr
    • 16. Creating & uploading videos on YouTube or Vimeo
    Fully engaged in conversation
    • Facebookupdates; respond to comments; post photos
    • 17. Blogging
    • 18. Sharing photos through Facebook or Flickr
    • 19. Creating & uploading videos on YouTube or Vimeo
    • 20. Crowdsourcing programs
    • 21. Online Ambassadors
    Concept: Beth
  • 22. Building Blocks: Website Check
    Is your website easy to navigate?
    Hold an informal focus group with friends and family outside of your organization.
    Create a survey using online tool to get feedback from clients, donors, supporters and staff.
    What features does your website have?
    Basic technologies to include: RSS, contact form or email, social media links, easy way to update
  • 23. Building Blocks: Website Check-up
    How often is your website updated?
    Optimal to update at least twice per week
    How hard is it to update your website?
    Does it require clearance? What is the turnaround time? Who controls it?
    Can it be updated on the weekend or at home in case of an emergency?
    Is your website part of your crisis strategy?
    Absolutely must re-structure organizations to make website easy to update
    Smash silos!
  • 24. Building Blocks: Email Program
    Email is still the primary driver of online donations.
    Approximately 40% of online giving is prompted by email blasts
    Average gift size is $81.33
    Source: M+R 2010 eNonprofit Benchmarks Study
  • 25. Building Blocks: Email Program
    Do you have an email program?
    Outlook is not an option
    Invest in a low-cost email blast program: iContact, Constant Contact, Mail Chimp
    Can run between $10-$100 per month
    Do you have an email list?
    Website sign-ups
    Intake forms
    Event information
    Newsletter list
    Response card in next mailing
    Sign up on website
    Do all of your publications/marketing materials include website and email sign up information?
  • 26. Building Blocks: Online Donations
    No longer a luxury!
    Source: The Online Giving Study, 2010, Network for Good
  • 27. Use Multiple Channels
    Donations increase when you reach donors through multiple touchpoints.
    Donors who are contacted via both direct mail and email, can increase donation responses from 30-70%
    Important to use both traditional and new technologies to maximize fundraising
  • 28. Solicitation Channel (From charities/nonprofits with established relationship)
    % say appropriate solicitation channel
    (rank ordered by very important –blue)
    Source: Show Me the Money: Reaching Donors Across Generations, Care2
  • 29. Building Blocks: Blogger Relations
    Reaching out to bloggers can be more influential than media relations
    Search to see who is blogging about your organization/issue
    Google blog search
    What blogs are prominent in your area?
    Nonprofit/advocacy blogs, mom blogs, foodie/cooking blogs, local/regional news
  • 30. Building Blocks: Blogger Relations
    Have you reached out to these bloggers to provide information?
    Email and ask if you can put them on media release list
    Meet 1 on 1 with prominent bloggers
    Comp bloggers tickets to your event
    Hold special blogger call with key announcements or events
  • 31. Building Blocks: Facebook
    Update fan pages about once a day
    Post photos, videos and articles that interest your organization or agency
    Don’t be afraid to engage with supporters
    Create premiums or promotions for “liking” your page
    Include social network links on other websites and printed materials
  • 32. Building Blocks: Twitter
    Manage Twitter
    Use a 3rd party application like Seesmic, Tweetdeck or Hootsuite to manage and organize Twitter
    Search for other nonprofit, hunger or food-related Twitter lists
    Reach out to reporters via twitter to streamline media relations
    Aim to update Twitter once or twice per day
    Include social networking links on other websites and printed material
  • 33. Strategy: How do you do it all?
    Set up Google alerts & Social Mentions to monitor web-discussions
    Search for keywords on Twitter to track daily conversations
    Track traffic, increased friends & followers, fundraising numbers
  • 34. Strategy: How do you do it all?
    Reach out to bloggers & prominent people on Twitter just as much as traditional media
    Respond to tweets, email, blog comments and Facebook wall comments & posts
    Update blogs at least twice a week and Facebook & twitter each day
    Aim to send weekly or bi-weekly emails & monthly fundraising emails
  • 35. Strategy: How do you do it all?
    Track traffic, increased friends & followers, fundraising numbers
    The web is rich with metrics
  • 36. Example Strategy
    Draft press release and get approved
    Base blog post & Facebook update on release
    Send tweet with a link to blog post
    Add a few stories and pictures to turn into a blast email
    Personalize email and reach out to targeted bloggers & reporters
  • 37. Resources
    Google Nonprofits (Grants for YouTube channels and Google ads)
    Nonprofit Technology Network (
    TechSoup (
    Network for Good (
    Beth Kanter (
  • 38. Questions?
    Contact Adrienne Royer at