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Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
Efficient Donor Communication Through Online Resources
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Efficient Donor Communication Through Online Resources

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  • 1. "Make Your Website Ready for the Social Web!"<br />Birgit Pauli-Haack, July 2010<br />
  • 2. Social Media<br />
  • 3.
  • 4. Giving Generations: Matures <br />Born 1945 or earlier<br />Ages 65 and older <br />US population = 39 million <br />Estimated 79% give<br />21% of giving population<br />$1,066.00 Ø per year<br />
  • 5. Giving Generations: Boomers<br />Born between 1946 - 1964<br />Ages 46 - 64 <br />US population = 78 million<br />Estimated 67% give<br />35% of giving population<br />$ 901.00 Ø per year<br />
  • 6. Giving Generation: Gen X<br />Born between 1965 - 1980<br />Ages 30 - 45<br />US population = 62 million<br />Estimated 58% give<br />24% of giving population<br />$796 Ø per year<br />
  • 7. Giving Generations: Gen Y<br />Born between 1981 - 1991<br />Ages 18 - 29<br />US population = 51 million<br />Estimated 56% give<br />19% of giving population<br />$341.00 Ø per year<br />
  • 8. Naples Area<br />Matures + Boomers <br />71.3% of population<br />Gen Y + Gen X<br />28.1% of population<br />
  • 9.
  • 10. Who gives, how much?<br />Source: The Next Generation of American Giving, Edge Research, et al<br />
  • 11. American Giving<br />Source: The Next Generation of American Giving, Edge Research, et al<br />
  • 12. Generation: Info Channels<br />Source: The Next Generation of American Giving, Edge Research, et al<br />
  • 13. Properly Approached <br />Source: The Next Generation of American Giving, Edge Research, et al<br />
  • 14. Social Media, with purpose<br />Your main tasks: <br />Produce compelling, moving and personal stories for your champions, online friends and supporters.<br />Build relationships with your online activist volunteers --make friends so they tell their friends.<br />Viral Marketing can’t be done, it needs to happen. <br />
  • 15. Distribution<br />Print <br />Mail <br />Website<br />RSS<br />E-mail<br />Facebook <br />LinkedIn<br />Twitter<br />Automate what’s the same, manage what’s different.<br />
  • 16. Step 1: Your Online Hub<br />Command Central = Your Website (blog)<br />E-mail newsletter provides only header/blurb and link to site (single article links)<br />Twitter post with link to site (single article)<br />Facebook activities with link to site (single article)<br />Where the donation button is<br />Where the e-mail signup form is<br />
  • 17. Step 2: Articles/Content Online <br />Single article in a blog = news engine (web log)<br />One topic 400 – 800 words<br />Graphic + text<br />Provide links for sharing <br />RSS feeds<br />Category + archives<br />
  • 18. Step 3: Engage Your Followers/Friends<br />Allow for comments on blog<br />Allow fans to post on your page<br />Treasure hunt with other organizations<br />Online surveys w/ prizes<br />Live stream/video<br />Participate in conversations with your online activist volunteers<br />
  • 19. Step 4: Measure<br />Define goals to set benchmarks<br />Measure online interactions<br />Open/clicks per e-mail<br />Shared links stats<br />Web stats referrers<br />ShortyURL stats, click rates<br /># of meaningful interactions<br /> Rinse, Repeat<br />
  • 20. What is a Blog?<br />
  • 21. Blogs in Plain English<br />
  • 22. What is a Blog?<br />Software engine installed on web server<br />Administered through a browser-based interface<br />Also accessible through external software to update content (desktop, mobile apps)<br />Allows for syndication & integration via RSS<br />Authors create and update content on the site<br />Integrate into website, with the other pages<br />
  • 23. Difference Webpage & Blogpost<br />Web Page<br />Blog Post<br />Page & sub-pages<br />Static<br />Information never/rarely changes (i.e., mission statement, location, etc.)<br />Link never changes<br />Post in categories<br />Dynamic/archived/perma-nent<br />Lead into page(s)<br />Organization news<br />Profiles, stories, struggles<br />Included in RSS feed<br />
  • 24. Example Sites<br />First Book <br />Jewish Philanthropy <br />ASPCA Home Page<br />ASPCA Caption Contest<br />Episcopal Café<br />NFN 4 Good<br />
  • 25. Links: Better Blogging<br />Links:<br />George Orwell’s 5 Rules of Effective WritingPickTheBrain.com<br />Ernest Hemingways’ Top 5 Tips for Writing Well<br /> copyblogger.com<br />5 Tips to Write Blog Posts<br /> About.com: Blogging<br />Chris Brogan’s Best Advice About Blogging<br /> ChrisBrogan.com<br />
  • 26. Leverage: Content Syndication<br />What is RSS?<br />
  • 27. Syndication: Examples<br />Via E-mail:<br />AFASF Safety News<br />AFASF: 4th July Send out:<br />Via Twitter:<br />TweetFeed<br />WP Plugins<br />
  • 28. Syndication Example: Blog to e-Newsletter<br />Example: Naples Press Club (NL)<br />Examples: Naples Press Club (Blog)<br />Demo of MailChimp<br />List<br />Campaign<br />Design campaign<br />Test campaign<br />Schedule campaign<br />Receive campaign<br />Analyze measurements<br />
  • 29. Permission Based Mailing List<br />Opt-in only!<br />Don’t asked your staff to use their private e-mail to spam friends, without your supervision<br />Just because you have someone’s e-mail address, it doesn’t mean you can ‘spam’ them: high backlash potential!<br />If you use your own e-mail program -- What is BCC? <br />Complaints will get you banned from any of the e-mail marketing companies<br />ISP – E-mail marketing agreement for delivery<br />
  • 30. Metrics: Per Campaign<br />
  • 31. Metrics Per Campaign<br />
  • 32. Metric: Website<br />
  • 33. Consistency is Key: Ideas for Non-Profit Posts<br />Weekly site review of complementary websites <br />Review of online communities for beneficiaries -listen into conversations, contribute value<br />Interviews with your volunteers: Why volunteer? Why for this organization?<br />Photo contest for Halloween, Easter, etc. - post to Flickr group/room and have people vote on them<br />Ask: Who is our target audience, and why would they spend time on our website -- don’t write for yourself write for them <br />
  • 34. What’s next?<br />Q & A<br />Slideshow online<br />http://www.slideshare.net/bph<br />Follow me on Twitter @nfnprez<br />http://twitter.com/nfnprez<br />E-mail me w/ ideas and questions<br />birgit@naples.net<br />Blog on NFN4Good<br />http://www.nfn4good.org<br />

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