AYN Brand : Online Marketing & Fundraising via Social Media

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AYN Brand Online Marketing & Fundraising via Social Media Workshop presented by Grace Rodriguez for National Arts Marketing Project (NAMP) & Houston Arts Alliance (HAA)

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AYN Brand : Online Marketing & Fundraising via Social Media

  1. 1. NAMP + HAA Workshop: Online Marketing & Fundraising Grace Rodriguez 713.568.6835 grace@aynbrand.com http://blog.aynbrand.com @aynbrand : @gracerodriguez facebook.com/gracejrodriguez http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  2. 2. If you’re tweeting… Please use the #namphaa hashtag when referencing any items from this NAMP + HAA workshop. #namphaa http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  3. 3. Once upon a time, we used this… Flickr: jcroach http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  4. 4. …and spread the word like this Flickr: Jeffrey Beall Flickr: Amer. Red Cross Oregon Trail Chapter http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  5. 5. …and collected donations like this Flickr: gak http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  6. 6. Then we figured out this Flickr: hfreesartography http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  7. 7. …and now, we’re figuring out this. Conversation Prism : Brian Solis http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  8. 8. “This” is about COMMUNICATION http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  9. 9. “This” is about CONVERSATIONS http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  10. 10. “This” is about CONNECTIONS http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  11. 11. “This” is about COMMUNITY http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  12. 12. …and all of “this” can work together http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  13. 13. Support Offline with Online Blogs Twitter Hashtags & Tags Livestreaming Video Photos Podcasts Polls & Surveys Donation widgets http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  14. 14. Support Online with Offline Tweetups Festivals Competitions Marathons Special Events Classes Conferences Seminars & Workshops http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  15. 15. Holistic Interactive Strategy HOLISTIC PERSPECTIVE: Offline and online efforts must be integrated and managed as a whole, rather than addressed as separate components. GOALS RESEARCH Existing and potential problems and solutions Community members, influencers, leaders, and networks Competitors and potential partners/allies STRUCTURE Develop organizational structure & interactive framework Develop systems and procedures Recruit team and build champions PARTICIPATE Visit community members where they congregate and interact Communicate. Listen. Respond. Share. Schedule regular events EVALUATE Audience Engagement & Community Growth Public Support & Contributions Revise tactics based on perceived needs and weaknesses GOALS RESEARCH STRUCTURE ENGAGE EVALUATE http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  16. 16. NTEN 2009 eNonprofit Benchmarks Study 2008 was a year of financial problems led by mortgage defaults, higher energy prices, and stock market woes. Despite this, total online fundraising was up 26% over 2007. Total number of online donations: up 43%. Why are nonprofits having success with online fundraising? It has to do with effective internet marketing and relationship building. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  17. 17. Your Goals Offline = Your Goals Online Make people aware of the organization. Get people to care about the organization. Encourage people to support the organization with money, time, advocacy. Keep people connected to the organization. - Brian Walsh, Associate Director of the Fundraising Division for Changing Our World, Inc. GOALS http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  18. 18. RESEARCH (Google & Bing=Your New BFFs) What are your resources? Who are your target audiences? What do they care about? Where do they congregate? How will you reach & engage them? How will you connect them into a self- sustaining community? RESEARCH http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  19. 19. Pick Your Playground getting older getting younger in between http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  20. 20. “This” is No Longer Just Kids’ Play In one year, 350,000 users created 1,700 groups discussing everything from gardening to social activism on AARP.org. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  21. 21. Start Connecting the Dots 40 1 8 24 38 37 19 36 24 22 12 2111 7 18 3 4 STRUCTURE 10 6 5 http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  22. 22. 1 Create an online “home Create an online “home base” to refer all audiences base” to refer all audiences back to for more info. back to for more info. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  23. 23. 2 Set up a PayPal account to Set up a PayPal account to receive donations online. receive donations online. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  24. 24. 3 Register with Network for Register with Network for Good and read their tips at Good and read their tips at fundraising123.org. fundraising123.org. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  25. 25. 4 Ask supporters to start their Ask supporters to start their own fundraising campaigns own fundraising campaigns for your cause/organization. for your cause/organization. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  26. 26. 5 Register your organization Register your organization at fundraising sites that at fundraising sites that people can find & share. people can find & share. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  27. 27. 6 Create a Twitter account & Create a Twitter account & customize it to reflect your customize it to reflect your organization’s brand. organization’s brand. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  28. 28. 7 Create Twitter lists of your Create Twitter lists of your organization’s staff, organization’s staff, partners, and supporters. partners, and supporters. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  29. 29. 8 Build followers & relationships Build followers & relationships by sharing useful info, news, by sharing useful info, news, events; replying; retweeting. events; replying; retweeting. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  30. 30. 9 Sign up for TwitPay and ask Sign up for TwitPay and ask your Tweeps to donate to your Tweeps to donate to you – don’t forget “Pls RT!” you – don’t forget “Pls RT!” http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  31. 31. 10 Recruit new supporters, Recruit new supporters, volunteers & staff. volunteers & staff. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  32. 32. 11 Register for TwitCause to Register for TwitCause to raise more awareness & raise more awareness & develop new supporters. develop new supporters. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  33. 33. 12 Use Act.ly to create events, Use Act.ly to create events, petitions, and get more petitions, and get more retweets for calls-to-action. retweets for calls-to-action. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  34. 34. 13 Monitor your organization’s Monitor your organization’s mentions and to thank mentions and to thank people and respond. people and respond. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  35. 35. 14 Promote your events & Promote your events & campaigns, and engage campaigns, and engage people with #hashtags. people with #hashtags. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  36. 36. 15 Create a fundraising Create a fundraising campaign organized via campaign organized via Twitter and tweetups. Twitter and tweetups. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  37. 37. 16 Empower your followers with Empower your followers with actionable information that actionable information that supports your mission. supports your mission. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  38. 38. 17 Encourage your supporters Encourage your supporters to Avartize their Twitter to Avartize their Twitter avatars (profile pictures). avatars (profile pictures). http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  39. 39. 18 Use TwitPic to share photos Use TwitPic to share photos of activities, events, of activities, events, volunteers and supporters. volunteers and supporters. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  40. 40. 19 Use url shorteners to track Use url shorteners to track link performance and link performance and improve your content. improve your content. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  41. 41. 20 Create a Facebook Fan Create a Facebook Fan Page that reflects your Page that reflects your organization’s brand. organization’s brand. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  42. 42. 21 Create a Cause and add it Create a Cause and add it to your page. Invite your to your page. Invite your supporters to add it, too! supporters to add it, too! http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  43. 43. 22 Ask supporters to donate Ask supporters to donate their birthday to your Cause. their birthday to your Cause. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  44. 44. 23 Engage supporters by Engage supporters by allowing them to post pics, allowing them to post pics, videos, etc., to your page. videos, etc., to your page. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  45. 45. 24 Add your blog’s feed to Add your blog’s feed to your Fan Page wall through your Fan Page wall through the Notes application. the Notes application. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  46. 46. 25 Integrate other social Integrate other social networks through Facebook networks through Facebook tabs and applications. tabs and applications. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  47. 47. 26 Add your events to Facebook Add your events to Facebook and ask your supporters to and ask your supporters to share it & invite their friends. share it & invite their friends. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  48. 48. 27 Start discussions that Start discussions that engage people and rally engage people and rally them around your cause. them around your cause. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  49. 49. 28 Use Facebook Insights to Use Facebook Insights to gather data on user activity gather data on user activity and demographics. and demographics. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  50. 50. 29 Use the YouTube nonprofit Use the YouTube nonprofit program to raise funds and program to raise funds and increase awareness. increase awareness. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  51. 51. 30 Host a contest to engage Host a contest to engage people and develop people and develop media you can re-use. media you can re-use. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  52. 52. 31 Engage supporters by Engage supporters by encouraging them to encouraging them to upload video responses. upload video responses. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  53. 53. 32 Create a Flickr non-profit Create a Flickr non-profit pro account to share pics. pro account to share pics. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  54. 54. 33 Create a Flickr group for Create a Flickr group for fans and add your photos fans and add your photos to other relevant groups. to other relevant groups. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  55. 55. 34 Host a photo contest Host a photo contest involving supporters. involving supporters. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  56. 56. 35 Submit key articles, blog Submit key articles, blog posts, and press releases to posts, and press releases to social news/bookmark sites. social news/bookmark sites. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  57. 57. 36 Use a “Share This” widget on Use a “Share This” widget on your website or blog. your website or blog. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  58. 58. 37 Integrate your social Integrate your social networks with your website. networks with your website. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  59. 59. 38 Include your blog or Twitter Include your blog or Twitter RSS feed on your website. RSS feed on your website. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  60. 60. 39 Track your website’s analytics Track your website’s analytics to evaluate what works and to evaluate what works and refine your online strategy. refine your online strategy. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  61. 61. 40 Create a social media Create a social media monitoring dashboard to monitoring dashboard to track news & mentions. track news & mentions. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  62. 62. Join the Conversation Identity: Uniquely identify members Presence: Know who is involved Relationships: Show how members are connected Conversations: Support communication among members Groups: Allow members to form communities around interests Reputation: Lead by example & monitor status Sharing: Facilitate sharing things meaningful to members (like photos or videos) ENGAGE http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  63. 63. Listen ENGAGE http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  64. 64. Respond ENGAGE http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  65. 65. Call to Action! ENGAGE http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  66. 66. http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  67. 67. Holistic Interactive Strategy GOAL : Raise Awareness & Funds for a Good Cause RESEARCH : Charitable Cause Needs Current Support Base Potential Support STRUCTURE : Event Logistics Support Activities Support Team PARTICIPATE : Crowdsourcing Listen & Respond EVALUATE : Event Results Funds Raised Charity & Audience Feedback GOALS RESEARCH STRUCTURE ENGAGE EVALUATE http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  68. 68. Audience Engagement • Initial Announcement • Crowdsourcing Suggestions • Volunteer Recruitment • Calls to Action – Promotions – Donations – Volunteering http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  69. 69. Sustainable Results Measures of Success: • Replicable System • Online Organization • Offline Meetings • Member-Created Groups • Repeat & New Volunteers • Repeat & New Donors • Over 700 Attendees • Over $250,000 raised • Livestreamed first well! EVALUATE http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  70. 70. Questions? http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835
  71. 71. Thank You! Grace Rodriguez gracerodriguez.com gracerodriguez gracejrodriguez http://blog.aynbrand.com : @aynbrand : @gracerodriguez : grace@aynbrand.com : 713.568.6835

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