Today, we are going to cover several aspects of technology as it pertains to fundraising. In the past, we’ve struggled to simplify this enough to be able to cover it all in one session. Now, we feel like we’ve been able to effectively summarize all of these separate avenues of technology but most importantly paint the picture of how all of these tools can come together and work for you, regardless of shape or size.
How can we apply these ideas and concepts that have been around for years into technology?? That’s what we’ll explore today. segue ----To audience: Where is the first place you go to find information about any topic?
If you build it, will they come? Having a website is first priority Key steps to building/maintaining a successful website
To audience: Has anyone heard of Google Analytics? eTapestry web services inserts this into every page we build & suggests that our customers use this info
Now they are the creators of content
Now lets talk about some other methods of increasing awareness and reach on the web. Technology has really revolutionized the way people are finding you or information about you on the internet. To audience: Does anyone have a strategy when it comes to online/social media?
Social Media by definition More than anything, it’s the use of technology for the real-time sharing of information among millions of people!! Connecting People and RECONNECTING people Growth of Twitter – we’ve talked about it for years!
This table outlines the concept and transition well. Where have we come in 10 years? It used to be a one-way electronic “brochure” of information. Now, it’s engaging people, influencing action, etc.
Perception of Social Media has changed – everyone is using it! You cannot ignore the potential outreach (Google is #1) (Yahoo #2)
Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community Video now bigger than Search: 12 Billion Videos per month vs. 10.5 Billion searches conducted 78.6% of total U.S. Internet audience viewed online video. Average video viewer watched 385 minutes of video, or 6.4 hours 107.1 million viewers watched 6.8 billion videos on YouTube.com (63.5 videos per viewer) The duration of the average online video was 3.5 minutes
Phenomenon To audience: Who HASN’T heard of Susan Boyle?
To Audience: Have you heard of Broadcast your cause? Specifically built for Nonprofits
Catholic Relief Services
A week later, they changed the Subject Line (gave sense of urgency) Added hotspot text (taking end-user back to online giving page) Added emotional video appeal (Only a link to the video – on Youtube) Raised $112K
Continuously changing content of the letter Multi-channel communications (Facebook – “keep an eye out for our e-mail”)
YouTube Takeaways “ SHOP” Others Identify a few constituents who would like to share their story with others & record a few different testimonials each year Integrate with your website and eNewsletter blasts Get Creative!!
Difference between Personal Page & Organizational/Cause Page
Group/Fan Pages =Tool for gathering people w/ like interests Ask supporters to start groups related to your Charity
Guy was a nightclub director – over indulging in the lifestyle and one day decided to found an organization “Charity: Water” which allows donors to sponsor wells in 3 rd world countries
Started the org on a Social Network platform Used the same tools they were using as a nightclub
Give donors the ability to see tangible results (Google Earth)
Masters of communicating with supporters
Done with a limited staff size
Jay’s major giving at Butler story.
What information do you want to know “at a glance” about one of your constituents?
Does your organization track relationships in your “database” now?
Story Idea: Riley or Make-a-wish radio-a-thons
Besides social media platforms, communications in general have seen a HUGE transition. Donors still expect to be communicated with. The obvious answer for most seems to be E-mail.
To add a little more insight into today’s typical supporter… We’ve seen a lot of changes in habits
A lot of groups we talk to are still in the infant stages of collecting e-mail addresses and taking advantage
This is why your E-mail list MUST be connected to a database. Otherwise, the segmentation opportunity is not there
We’re sending them as an HTML-formatted e-mail Talk about reporting and click throughs
To audience: Has anyone here ever tested a mass e-mail on your PDA’s or handheld devices?
Something tangible – a plan of attack you can take home and use
Embracing CRM Technology as a Nonprofit: 5 Easy Steps Brandon Melvin Education Market Executive eTapestry Division of Blackbaud D
(Start with Google Analytics to see how many unique visitors you have, how they found you,
what they viewed, where they stayed the longest, and what content produced actions.)
2. Make your content easy to consume
(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.)
3. Make your content ever changing
(Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.)
4. Make your site easy to find
(Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!)
Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming people from content readers into publishers.
Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.