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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!"
    Birgit Pauli-Haack, July 2010
  • 2. Social Media
  • 3.
  • 4. 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
  • 5. Giving Generations: Boomers
    Born between 1946 - 1964
    Ages 46 - 64
    US population = 78 million
    Estimated 67% give
    35% of giving population
    $ 901.00 Ø per year
  • 6. Giving Generation: Gen X
    Born between 1965 - 1980
    Ages 30 - 45
    US population = 62 million
    Estimated 58% give
    24% of giving population
    $796 Ø per year
  • 7. Giving Generations: Gen Y
    Born between 1981 - 1991
    Ages 18 - 29
    US population = 51 million
    Estimated 56% give
    19% of giving population
    $341.00 Ø per year
  • 8. Naples Area
    Matures + Boomers
    71.3% of population
    Gen Y + Gen X
    28.1% of population
  • 9.
  • 10. Who gives, how much?
    Source: The Next Generation of American Giving, Edge Research, et al
  • 11. American Giving
    Source: The Next Generation of American Giving, Edge Research, et al
  • 12. Generation: Info Channels
    Source: The Next Generation of American Giving, Edge Research, et al
  • 13. Properly Approached
    Source: The Next Generation of American Giving, Edge Research, et al
  • 14. 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.
  • 15. Distribution
    Automate what’s the same, manage what’s different.
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. What is a Blog?
  • 21. Blogs in Plain English
  • 22. 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
  • 23. Difference Webpage & Blogpost
    Web Page
    Blog Post
    Page & sub-pages
    Information never/rarely changes (i.e., mission statement, location, etc.)
    Link never changes
    Post in categories
    Lead into page(s)
    Organization news
    Profiles, stories, struggles
    Included in RSS feed
  • 24. Example Sites
    First Book
    Jewish Philanthropy
    ASPCA Home Page
    ASPCA Caption Contest
    Episcopal Café
    NFN 4 Good
  • 25. Links: Better Blogging
    George Orwell’s 5 Rules of Effective
    Ernest Hemingways’ Top 5 Tips for Writing Well
    5 Tips to Write Blog Posts Blogging
    Chris Brogan’s Best Advice About Blogging
  • 26. Leverage: Content Syndication
    What is RSS?
  • 27. Syndication: Examples
    Via E-mail:
    AFASF Safety News
    AFASF: 4th July Send out:
    Via Twitter:
    WP Plugins
  • 28. Syndication Example: Blog to e-Newsletter
    Example: Naples Press Club (NL)
    Examples: Naples Press Club (Blog)
    Demo of MailChimp
    Design campaign
    Test campaign
    Schedule campaign
    Receive campaign
    Analyze measurements
  • 29. 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
  • 30. Metrics: Per Campaign
  • 31. Metrics Per Campaign
  • 32. Metric: Website
  • 33. 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
  • 34. What’s next?
    Q & A
    Slideshow online
    Follow me on Twitter @nfnprez
    E-mail me w/ ideas and questions
    Blog on NFN4Good