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Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
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Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
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Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
Social Media  Ctcef Conference 2009  Updated
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Social Media Ctcef Conference 2009 Updated

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Brooke's presenation at the CTCEF 2009 Conference, October 6, 2009

Brooke's presenation at the CTCEF 2009 Conference, October 6, 2009

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  • 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.
  • Umass and Dartmouth joint study of the 200 largest charities in the US
  • Universtiy of Massachusetts and Dartmouth study of the top 200 npo’s
  • Scott Harrison – 5 yrs. Ago owned a nightclub in Manhattan
  • This is why your E-mail list MUST be connected to a database. Otherwise, the segmentation opportunity is not there
  • To audience: Has anyone here ever tested a mass e-mail on your PDA’s or handheld devices?
  • THE RULES STILL DO APPLY--- ALL ABOUT RELATIONSHIPS CAR WASH EXAMPLE
  • Transcript

    • 1. Technology & Fundraising: How to Leverage Social Media to Increase Your Organization’s Overall Visibility and Fundraising
      Brooke Csukas
      Account Executive, eTapestry Division of Blackbaud
      October 6, 2009
    • 2. What do you check first after lunch?
      How many have:
      cell phone b. email account c. Facebook/LinkIn/My Space account d. Twitter account e. Your own blog or podcast
      What is your Home Page on the Internet?
      Search engine (ie Yahoo/Google) b. “my page” on a search engine c. Facebook d. NPO/Corp page e. Giving Institute f . Other application
      Do any of your education foundations want to tap into the Web?
      A Quick Survey…
    • 3. The Rise in Internet Use
      Website Optimization
      What is Social Media & How to Use it Effectively
      YouTube
      Facebook
      What are the different aspects of Facebook (ie: pages vs. groups)
      Twitter
      Flickr, Podcasts, Message Boards, Blogs
      Personal/Viral Fundraising
      Pulling it All Together + Real Life Examples
      AGENDA
    • 4.
    • 5.
    • 6. The Rules Still Apply
      (It’s all about relationships…not technology)
    • 7. Web Site Optimization…
      If Relationships are Built on Communications . . .
      Basic Parameters are Driven by Common Sense
      A Few Key Changes can Make a Huge Difference
      Leverage Partners who KNOW the Non Profit Sector
    • 8. Web Site Optimization: Be Like Martha or Oprah
      Both are masters @ Multi-Channel Marketing
    • 9.
    • 10. Web Site Optimization:
      Before, After, and After!
    • 11. Keys to Building a Successful Web Site
      1. Learn from your content
      (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!)
    • 12.
    • 13.
    • 14. Top Ten Traffic Sources
    • 15.
    • 16. Google Grant/Sponsored Links—How to increase your web presence/visibility
    • 17. They’re at your website, now what do they do?
      Can they engage?
      Can they add content? (Web 2.0)
      Can they give or volunteer?
      Your goal – to get something from them!
    • 18. Keep it simple & Make Integration a Focus
      Social Media
      Website
      Constituent
      Use Email
      Gather Information
      Database
      Database
    • 19. What is Social Media??
      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 monologues (one to many) into dialogues (many to many) and is the democratization of information, 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.
      Source: Wikipedia, 2009.
    • 20.
    • 21.
    • 22.
    • 23.
    • 24. Food for Thought….
      Top 5 Most Visited Websites in the United States:
      Facebook is #3
      YouTube is #4
      MySpace is #5
      (Twitter is #14)
      Source:
      http://www.alexa.com/topsites/countries/US
    • 25.
      • Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
      • 26. Allows you to attract more traffic to your website
      • 27. Videos can easily be posted on website or as a link within an eBlast or eNewsletter
      • 28. FREE service to increase your visibility
      • 29. Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents
      YouTube!
    • 30. April 2009 Data comScore Video Metrix Service
      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
    • 31.
    • 32.
    • 33. Real Life Example….
      Dec 11:
      Subject line:
      Urgent Appeal: Your gift to CRS is vitally important!
      Straight Appeal
      Static donation form
      Raised $112k
      View the donation form
      Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
    • 34. YEAR-END 2008
      Dec 29:
      Subject line:
      Only 48 hours left to make a tax-deductible gift!
      Added “hotspot” text
      Added video message from our president (that plays right on the donation form)
      Added a strong pull-quote
      Raised $112k
      Watch the video
      Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
    • 35. YEAR-END 2008
      Dec 31:
      Subject line:
      Final Deadline: Last chance to make a tax-deductible gift
      New “hotspot” text
      Kept video message from our president
      New pull quote
      Raised $119k
      Watch the video
      Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
    • 36. The Results…
      Was CRS’s most successful online fundraising campaign to date (non-emergency).
      Three e-mail messages in this campaign (based on a direct mail piece)
      Banner ads used on website
      Posts on social networking sites advertising campaign
      Coordination with Google AdWords
      This campaign raised $594k online.
      Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
    • 37. “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!!
      YouTube Takeaways…
    • 38. What is Facebook??
      A FREE, online social networking site that connects people through online communities
      Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old.
      Non profits can use Facebook to:
      Connect
      With supporters
      With other organizations
      Brand
      Build trust through exposure
      Share your story
      Pictures
      Stories
      Fundraise
      Promote events
      Find supporters/donors
      FACEBOOK
    • 39. FACEBOOK Users
    • 40. Personal Page= Your Organization’s Official Page on FB
      Facebook Pages
      TIPS:
      • Invite colleagues, board members, and friends to become fans
      • 41. UPDATE often
      • 42. Start Conversations
      • 43. Brand your page
    • Facebook CausePage=Online Donation Tool (application) on FB
      Also a Peer-to-Peer Fundraising Page since anyone can start/create a cause
      Facebook Pages Cont…
      TIPS:
      • Brand & Link to your Page
      • 44. Provide Clear FR Goals
      • 45. Give Supporters Updates on your Progress
    • Group/FanPages=Tool for gathering people w/ like interests
      Facebook Pages Cont…
      TIP:
      • Ask supporters to start groups related to your Charity
    • 46. Real Life Application
      The Nature Conservency’s “Lil Green Patch” Case Study
      Built a cause page on FB to attract users to support the Adopt an Acre program to conserve rainforests in Costa Rica & fight global warming
      20K new cause members and $33K in support since Feb 2008
      These results will most likely NOT be the case for your organization…
      HOWEVER, creating an online, Facebook presence will not hurt
      Creating a group of fans/people that advocate for your cause WILL increase your giving and support
      POST YOUR ONLINE GIVING PAGE LINK ANYWHERE YOU CAN ON FACEBOOK
      Determine the type of page you want to create, and how you’ll tackle making sure it’s constantly updated. Best advice, rotate between a few people probably weekly. (Or in conjunction with events, education sessions, etc)
      Facebook Takeaways…
    • 47. What is Twitter??
      Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?
      Compete.com numbers show that roughly 2.5 million people visit Twitter.com each month. Just as a comparison, Facebook receives about 41 million unique visitors per month.
      Often times referred to as a “micro-blog” (140 characters or less) where entries are “TWEETS”
      A service that is QUICKLY gaining momemtum!
      But NTEN (the Nonprofit Technology Network) reminds us that Twitter isn’t the point. Relationships are the point. Relationships are always the point. The most basic of fundraising secrets is that people give to people. Twitter is simply one more tool to help people connect with each other.
      **Can your nonprofit afford to not explore all the tools available?**
      TWITTER—Stupid or Worth a Second Look?
    • 48. We’re all familiar with the iPhone and the popular apps that are the new craze, right? Twitter’s got ‘em too!
    • 49. TweetDeck is a must for any community manager, marketer or researcher tracking important and relevant conversations on Twitter. It's an Adobe Air desktop application that enables users to split their main feed (All Tweets) into topic or group specific columns allowing the tracking of a broader overview of tweets based on keywords or groups of people.
      TwitterFeed connects your blog to Twitter and automatically feeds posts into the timeline with each new update.
      Whoshouldifollow.com makes it easy to find relevant, like-minded friends as well as friends of friends based on keyword and validated networks.
      Twubble can help expand your Twitter network. It searches your friend graph and introduces and recommends new people who you may want to follow.
      Twellow, a service of WebProNews, is an exceptional service for finding people who matter to your business or industry, by category. You can search keywords or browser through common categories to find the voices you deem as worthy following and/or connecting with on Twitter or other social networks. You can also claim your Twitter ID to further customize your individual profile with a short bio, extended bio, links to other profiles popular social networks such Facebook, LinkedIn, Delicious, Flickr, FriendFeed, etc.
      A few apps to take a look at as you get started
    • 50. Don’t get overwhelmed—there is a lot of information to sift through in the beginning as you learn how to use it effectively
      Don’t be afraid to try it and start connecting with other like organizations—You’ll be surprised how fast your followers grow
      “Tweet” regularly—assign someone this responsibility each week
      Use Twitter to reach out to your constituents as a way to get information in front of people—whether that be about your organization as a whole or to inform them of the need for support, or to celebrate how well things are going 
      Takeaways from Twitter…
    • 51. Real Life Story via the “New York Times”…
    • 52. “Web Site Story Continued”
      Gift for Promotion
      charity: water
      * 11 Employees
      * 500,000 Followers
      on Twitter
      * 500 Donors Cover
      all Admin Costs
      * Donors can Locate
      Their Well on Web
      via Google Earth
      * Raised $965,000
      via Sept. Birthdays
    • 53.
    • 54.
    • 55. charity: water
      Was the $250,000 raised via Twitter the key fact?
      Was the $975,000 raised from Sept. birthdays the key fact?
      Is the way they have harnessed web/video technology the key?
      How about how they show impact via Google Earth?
      Communicating daily w/ 500,000+ followers!
    • 56. Flickr—Photo Sharing Application
      Podcasts—Short recordings about a variety of topics that can be purchased, downloaded for free, or posted on web page
      Message Boards—A segment of a website that hosts an open discussion amongst users
      Blogs—A portion of a website (or a separate entity altogether like Twitter) in which an author posts discussion topics or information to be shared with followers
      Personal Blogs=Online ‘Diary’
      Organizational blogs=Information sharing/News Updates
      Linked In – networking tool to connect people, organizations
      Flickr, Podcasts, Message Boards, Blogs
    • 57.
    • 58.  
    • 59.
    • 60.
    • 61.
    • 62.
    • 63. The Power of Twitter
    • 64. Linked In – networking tool for individuals or groups
      • Create a personal profile
      • 65. List organizations you are affiliated with
      • 66. Create and join Groups –Create a group for your education foundation!
      • 67. Grow your list of connections through the “people you may know” suggestions
      • 68. Recommend other people/organizations and have others recommend you!
      • 69. Can supply link to your education foundation website!!!!!!
    • Peer/Personal Fundraising Online
    • 70. Personal Fundraising
      Source: Kintera
    • 71. Average volunteer sends over 30 emails
      One in four emails sent by a volunteer results in a donation
      Average online event gift is $59 which is a 50% increase over the average off-line gift
      Many volunteers reach their stated FR Goal!
      Personal Fundraising results are typically pretty impressive. Take a look…
    • 72. Where does the information go?
      How do you track all of the information you know about a donor?
      Can you store their interests, historical conversations, and all contact points in one location?
      Is your institutional memory protected?
      What are the benefits to combining all this information into one location?
    • 73. Some Thoughts to Ponder on Social Networks
      “My own "ah ha!" moment came recently on my birthday. In my personal email account, I found 33 notifications from Facebook that friends had left birthday greetings on my Facebook page, but only two regular emails with birthday greetings.” (54 yr old male)
      “Most interactions now come from my social networks. Not only do my birthday greetings come via Facebook and Twitter, but almost all of them were made where other people could see them. Those public greetings prompted several others to add their own.” (52 yr old female)
      “Email messaging — the main tool of most nonprofits for "push" marketing — will need to meet a higher and higher bar in terms of relevance, or it will be increasingly ignored.” (61 yr old male)
      Kevin Mannion, On-Line Publishing, February , 2009
    • 74.
    • 75.
    • 76.
    • 77.
    • 78. Write a blog post
      Share stories w/ friends
      Follow Charities on Social Networks
      Support Causes on Awareness Hubs (ie. Change.org)
      Find Volunteer Opportunities
      Embed a Widget on your site (to collect $$ through social network)
      Organize a Tweetup
      Express yourself using a video
      Sign or start a petition
      Organize an online event (form fundraising drives/eCommerce)
      Source: Mashable:The Social Media Guide (http://mashable.com/2009/07/14/support-charity-sosg/)
      10 Ways to Support Charity Through Social Media(from a donor or board member perspective)
    • 79. Social Networks: Hints for Success
      It is not FREE, resources are required
      Being present is not enough, engage
      Be authentic, otherwise you will be exposed fast
      Integrate, don’t imitate other mediums
      Endorsements matter, think forwarded emails!
      Measure
      Have something to say, must be regular or it dies fast
      Stephanie Miller, Email Insider, 2009
    • 80. No Email List? No Problem…
      • Whether you have some contacts or are starting from scratch, anyone can grow a strong email list
      • 81. The three most important factors in effective email list-building are:
      • 82. Where and how you acquire the addresses
      • 83. How you welcome each new subscriber
      • 84. How you manage the relationship after the opt-in
      • 85. Source: EmailLabs
    • Grow Your List Online
      Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures
      Use Search Engine Optimization/Marketing to increase traffic and subscriptions
      Investigate alliances or partnerships with similar or complementary organizations to reach common supporters
      Advertise your newsletter/services/cause through a 3rd party list
    • 86. Grow Your List Offline
      Ask for email addresses at every touch point
      Instruct staff to capture email addresses over phone when appropriate
      Include your website address on all printed materials
      Offer an incentive to register (contest, raffle) to collect emails
    • 87. Now that I have permission…
      Hook them early, and keep them engaged over time
      Optimize the welcome message
      Send follow up message within a week (or less)
      After a few months of active email, survey lists to see if you are meeting expectations (ask for feedback, give them what they want! )
    • 88. Why Segmentation is Important
      Segmentation breaks your audience into manageable parts
      If the goal is building relationships, it helps to know who you are talking to
      Segmenting your list will lead to more targeted messages
      If you don’t segment, you are treating every one of your recipients like they are the exact same type of person
    • 89. How to be a Good Sender
      In your messages, always include:
      The purpose; why you are sending it to the reader
      A clear way to unsubscribe.
      Consider offering alternative ways to receive emails, such as:
      Receiving newsletters monthly vs. weekly
      Change of address (home vs. business email)
      Sign up via RSS
      Link to your homepage
      Privacy policy
      Physical/street address of your organization
      Don’t get caught in spamtraps
    • 90. How Important is that Header?
      80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message
      73% based that decision on the "From" name
      69% percent based the decision on the subject line
      Source: 2007 Email Sender and Provider Coalition (ESPC) study
    • 91. Designing for Mobile Devices
      email (html)
      • Mobile readers are more likely to scan your email rather than reading
      • 92. Include compelling call to action in the first 15-25 characters of your subject line
      • 93. Avoid “top heavy” images in the design
      • 94. In addition to testing email browsers, test messages in handheld devices
    • Today’s Supporter
      • Reads email before snail mail
      • 95. More comfortable online
      • 96. Busy, satisfies interests on own schedule
      • 97. Expects immediate feedback
      • 98. Demands information on progress/stewardship
      • 99. Wants a way to share experiences with others online
    • What Social Media Is…and what it isn’t!
      Is a tool to help raise awareness, generate buzz and drive people back to your website!
      Is embracing the trend in changing donor preferences—people want involvement.
      IS NOT the magic wand that will solve all of your fundraising struggles.
      It’s Still All About Relationships –use Social Media to inform and more importantly engage your supporters!
    • 100. What Now?
      1. How do we stack up?
      • Website effectiveness, social media tools
      2. Written Plan
      • Add to Board agenda and staff meeting
      3. Continuous Evaluation of Tools/Technology
      • Website hits, fundraising, donor retention, friends
      4. Have FUN
      • Try new things, share your passion, be creative!
    • Resources
      Getting Started with Facebook
      Beth Kanter Blog – How Nonprofits Can Use Social Media
      Jay Love Blog – CEO eTapestry -- Jay Love Twitter Page
      Blackbaud – Raising Money During Challenging Times
      Getting Started with Google Analytics
      LotusJump – Website Marketing Made Easy
      http://www.charitywater.org
      Flickr  http://www.flickr.com
      Blogger https://www.blogger.com/start  
      Podcast.com  http://podcast.com
      Twitter http://twitter.com
      Linked In http://www.linkedin.com
      eTapestry Home Page
      Contact eTapestry for Guidance
    • 101. QUESTIONS?Thank You!
      Brooke Csukas
      Account Executive
      brooke.csukas@etapestry.com
      317-336-3912

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