Efficient Donor Communication Through Online Resources

"Make Your Website Ready for the Social Web!"
Birgit Pauli-Haack, July 2010

Social Media

Giving Generations: Matures
Born 1945 or earlier
Ages 65 and older
US population = 39 million
Estimated 79% give
21% of giving population
$1,066.00 Ø per year

Giving Generations: Boomers
Born between 1946 - 1964
Ages 46 - 64
Estimated 67% give
$ 901.00 Ø per year

Giving Generation: Gen X
Ages 30 - 45
Estimated 58% give
$796 Ø per year

Giving Generations: Gen Y
Ages 18 - 29
Estimated 56% give
$341.00 Ø per year

Naples Area
Matures + Boomers
71.3% of population
Gen Y + Gen X
28.1% of population

Who gives, how much?
Source: The Next Generation of American Giving, Edge Research, et al

American Giving

Generation: Info Channels

Properly Approached

Social Media, with purpose
Your main tasks:
Produce compelling, moving and personal stories for your champions, online friends and supporters.
Build relationships with your online activist volunteers --make friends so they tell their friends.
Viral Marketing can’t be done, it needs to happen.

Distribution
Print
Mail
Website
RSS
E-mail
Facebook
LinkedIn
Twitter
Automate what’s the same, manage what’s different.

Step 1: Your Online Hub
Command Central = Your Website (blog)
E-mail newsletter provides only header/blurb and link to site (single article links)
Twitter post with link to site (single article)
Facebook activities with link to site (single article)
Where the donation button is
Where the e-mail signup form is

Step 2: Articles/Content Online
Single article in a blog = news engine (web log)
One topic 400 – 800 words
Graphic + text
Provide links for sharing
RSS feeds
Category + archives

Step 3: Engage Your Followers/Friends
Allow for comments on blog
Allow fans to post on your page
Treasure hunt with other organizations
Online surveys w/ prizes
Live stream/video
Participate in conversations with your online activist volunteers

Step 4: Measure
Define goals to set benchmarks
Measure online interactions
Open/clicks per e-mail
Shared links stats
Web stats referrers
ShortyURL stats, click rates
# of meaningful interactions
Rinse, Repeat

What is a Blog?

Blogs in Plain English

What is a Blog?
Software engine installed on web server
Administered through a browser-based interface
Also accessible through external software to update content (desktop, mobile apps)
Allows for syndication & integration via RSS
Authors create and update content on the site
Integrate into website, with the other pages

Difference Webpage & Blogpost
Web Page
Blog Post
Page & sub-pages
Static
Information never/rarely changes (i.e., mission statement, location, etc.)
Link never changes
Post in categories
Dynamic/archived/perma-nent
Lead into page(s)
Organization news
Profiles, stories, struggles
Included in RSS feed

Example Sites
First Book
Jewish Philanthropy
ASPCA Home Page
ASPCA Caption Contest
Episcopal Café
NFN 4 Good

Links: Better Blogging
Links:
George Orwell’s 5 Rules of Effective WritingPickTheBrain.com
Ernest Hemingways’ Top 5 Tips for Writing Well
copyblogger.com
5 Tips to Write Blog Posts
About.com: Blogging
Chris Brogan’s Best Advice About Blogging
ChrisBrogan.com

Leverage: Content Syndication
What is RSS?

Syndication: Examples
Via E-mail:
AFASF Safety News
AFASF: 4th July Send out:
Via Twitter:
TweetFeed
WP Plugins

Syndication Example: Blog to e-Newsletter
Example: Naples Press Club (NL)
Examples: Naples Press Club (Blog)
Demo of MailChimp
List
Campaign
Design campaign
Test campaign
Schedule campaign
Receive campaign
Analyze measurements

Permission Based Mailing List
Opt-in only!
Don’t asked your staff to use their private e-mail to spam friends, without your supervision
Just because you have someone’s e-mail address, it doesn’t mean you can ‘spam’ them: high backlash potential!
If you use your own e-mail program -- What is BCC?
Complaints will get you banned from any of the e-mail marketing companies
ISP – E-mail marketing agreement for delivery

Metrics: Per Campaign

Metrics Per Campaign

Metric: Website

Consistency is Key: Ideas for Non-Profit Posts
Weekly site review of complementary websites
Review of online communities for beneficiaries -listen into conversations, contribute value
Interviews with your volunteers: Why volunteer? Why for this organization?
Photo contest for Halloween, Easter, etc. - post to Flickr group/room and have people vote on them
Ask: Who is our target audience, and why would they spend time on our website -- don’t write for yourself write for them

What’s next?
Q & A
Slideshow online
http://www.slideshare.net/bph
Follow me on Twitter @nfnprez
http://twitter.com/nfnprez
E-mail me w/ ideas and questions
birgit@naples.net
Blog on NFN4Good
http://www.nfn4good.org

Efficient Donor Communication Through Online Resources

by Birgit Pauli-Haack on Jul 22, 2010

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Efficient Donor Communication Through Online Resources — Presentation Transcript

http://nfn4good.org	32
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