Cate Shaffer eTapestry What’s New Online?? Internet Strategies  to Build Success
For  your consideration…
Your organization  Clients Partners Staff Board Volunteers Time Money Competitors
<ul><li>“ We are in the middle of a fundamental shift  from mass media to the personal media  of computers and the  Intern...
The Rules Still Apply (It’s all about relationships… not technology)
*Estimates provided by ePhilanthropy Foundation Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1....
<ul><li>Source: Giving USA Foundation – AAFRC Trust for Philanthropy </li></ul>Individuals $229.03  74.8% Foundations $38....
<ul><li>“ If you want milk from a cow, you don’t send it a letter.” </li></ul><ul><li>Jerry Panas </li></ul>
Email vs Letter Relationship Building
<ul><li>Know   the   DIFFERENCE </li></ul>How To Succeed Online
Be Like Martha or Oprah   <ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>
 
 
Use All Your Tools  Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking...
Start With A Plan <ul><li>What are the goals?  (fundraising, relationship, etc) </li></ul><ul><li>How will we measure succ...
<ul><li>“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” </li></ul>Ca...
Power Of Your Web Site More than 50% said that they would NOT have taken further action if they had not first visited char...
A  “before” and “after” example
Privacy <ul><li>DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website ...
Needle in a Needle Stack
Advanced Email Database Ecommerce Website Keeping it simple
INTEGRATION is the KEY! Next Steps
Example Plan Sept Oct Nov.  Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing  e-mail 9/20 TM campaign starts 10/1...
The Message & The Medium <ul><li>Each medium has a style that works best  </li></ul><ul><li>Audiences are Different  </li>...
<ul><li>“ He that is good with a hammer tends to think everything is a nail.”  </li></ul><ul><li>-Abraham Maslow </li></ul>
Integrate Online and Offline Appeals   <ul><li>Mention Benefits & Ease Of Online Contributions </li></ul>
Use E-Mail & Direct Mail Together
Email Telemarketing
A Targeted Approach
E-Mail  KEY  Functions <ul><li>Tracking : bounces, opens, click-throughs </li></ul><ul><li>Deliverability : Full-time staf...
Personalized Fundraising Pages Peer Fundraising Online
Results: Personalized Event  Fundraising  <ul><li>Average volunteer sends over 30 emails </li></ul><ul><li>One in four ema...
Personalized Event  Fundraising
Build a Community
Keys To Success <ul><li>Plan </li></ul><ul><li>Take an Integrated Approach  </li></ul><ul><li>Timely & Focused - Act Quick...
What it is and What it Can Mean to Your Organization? Web   2.0
Web 1.0 vs. Web 2.0 Web 1.0  refers to first generation Web-based content that was typically one-way static communication....
Web 1.0 vs. Web 2.0 <ul><li>Web 1.0 was about reading,  Web 2.0  is about writing  </li></ul><ul><li>Web 1.0 was about org...
Demographics of Internet Users Source:  Pew Internet & American Life Project, 2006 Educational Attainment Education Level ...
Online Video Use has Exploded Source: The Wall St. Journal , 2006
Key Take-aways <ul><li>The Internet is not just for kids anymore </li></ul><ul><li>The Internet is used by the educated an...
&quot;Build, learn, and make mistakes as you go – you'll know more about what you're doing as you're doing it, instead of ...
Social Networking Boom
Social Networking Boom 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends
Social Networking
Social Networking & Video
Go to Them (e.g. RSS)
 
 
RSS in Action
Video
Podcasts  
Message Boards
Wikipedia Exposure
&quot;Do one thing every day that scares you.&quot; –  Eleanor Roosevelt &quot;We have a strategic plan.  It's called doin...
Oprah, Would be Proud!
Martha,  Would be Proud!
Other Successes . . .
Other Successes . . . .
&quot;A year from now you may wish you had started today.&quot; –  Karen Lamb &quot;If you could do tomorrow over again, w...
Keys To Success <ul><li>Plan </li></ul><ul><li>Take an Integrated Approach  </li></ul><ul><li>Timely & Focused - Act Quick...
Epilogue <ul><li>10 Technology Resolutions for 2008 </li></ul><ul><li>Sarah Robbins  </li></ul><ul><li>Director of Emergin...
1. Set up a Gmail Account
2. Post Pics to Flickr
3. Try a Microblog
4. Create a Google Alert
5. Set Up an RSS
6. Share a YouTube Video
7. Really Use Your Cell Phone (Send a text or a video)
8.  Join a Social Network
9. Share PowerPoint Slides (Save a tree or two!)
10. Play a Video Game
Thank you! Cate Shaffer Account Executive [email_address]
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Cate's Feb 24th Internet Strategies Webinar

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  • Cate's Feb 24th Internet Strategies Webinar

    1. 1. Cate Shaffer eTapestry What’s New Online?? Internet Strategies to Build Success
    2. 2. For your consideration…
    3. 3. Your organization Clients Partners Staff Board Volunteers Time Money Competitors
    4. 4. <ul><li>“ We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet , and charitable giving is a logical progression .” Paul Saffo </li></ul><ul><li>Director of the Institute for the Future. </li></ul>Photo credit: Sorin Brinzel
    5. 5. The Rules Still Apply (It’s all about relationships… not technology)
    6. 6. *Estimates provided by ePhilanthropy Foundation Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005 = $4.53 Billion Estimate of Giving in 2006 = $8.15 Billion Estimate of Giving in 2007 = $10.4 Billion Online Giving Estimates*
    7. 7. <ul><li>Source: Giving USA Foundation – AAFRC Trust for Philanthropy </li></ul>Individuals $229.03 74.8% Foundations $38.52 12.6% Bequests $23.15 7.6% Corporations $15.69 5.1% 2007 charitable giving Total = $306.39 billion
    8. 8. <ul><li>“ If you want milk from a cow, you don’t send it a letter.” </li></ul><ul><li>Jerry Panas </li></ul>
    9. 9. Email vs Letter Relationship Building
    10. 10. <ul><li>Know the DIFFERENCE </li></ul>How To Succeed Online
    11. 11. Be Like Martha or Oprah <ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>
    12. 14. Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
    13. 15. Start With A Plan <ul><li>What are the goals? (fundraising, relationship, etc) </li></ul><ul><li>How will we measure success? </li></ul><ul><ul><li># of gifts, size of gifts, where the gifts come from, increase event attendance </li></ul></ul><ul><li>What are the specific tactics? </li></ul><ul><ul><li>Email, newsletter, event invites, personal meetings, phone solicitation </li></ul></ul><ul><li>Do we need any new tools or assistance? </li></ul><ul><ul><li>Database , Technology, Mail House, Gift Entry, Volunteers </li></ul></ul><ul><li>Who is responsible for what? </li></ul><ul><li>Is everyone on the same page? </li></ul>
    14. 16. <ul><li>“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” </li></ul>Carrie Johnson, Senior Analyst Forrester Internet Research
    15. 17. Power Of Your Web Site More than 50% said that they would NOT have taken further action if they had not first visited charity Web site Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation
    16. 18. A “before” and “after” example
    17. 19. Privacy <ul><li>DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website </li></ul>http://www.the-dma.org/privacy/creating.shtml
    18. 20. Needle in a Needle Stack
    19. 21. Advanced Email Database Ecommerce Website Keeping it simple
    20. 22. INTEGRATION is the KEY! Next Steps
    21. 23. Example Plan Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28
    22. 24. The Message & The Medium <ul><li>Each medium has a style that works best </li></ul><ul><li>Audiences are Different </li></ul><ul><li>Messages don ’ t need to be identical </li></ul><ul><li>Develop campaigns or themes </li></ul><ul><li>Test! </li></ul>
    23. 25. <ul><li>“ He that is good with a hammer tends to think everything is a nail.” </li></ul><ul><li>-Abraham Maslow </li></ul>
    24. 26. Integrate Online and Offline Appeals <ul><li>Mention Benefits & Ease Of Online Contributions </li></ul>
    25. 27. Use E-Mail & Direct Mail Together
    26. 28. Email Telemarketing
    27. 29. A Targeted Approach
    28. 30. E-Mail KEY Functions <ul><li>Tracking : bounces, opens, click-throughs </li></ul><ul><li>Deliverability : Full-time staff 24/7 monitoring blacklists, spam filtering and ISP standards </li></ul><ul><li>Horsepower : Up to 300,000 emails per hour via a scheduler </li></ul><ul><li>Spam analysis tools </li></ul><ul><li>WYSIWYG editor </li></ul><ul><li>Subscription management : automated unsubscribe or opting out link </li></ul>
    29. 31. Personalized Fundraising Pages Peer Fundraising Online
    30. 32. Results: Personalized Event Fundraising <ul><li>Average volunteer sends over 30 emails </li></ul><ul><li>One in four emails sent by a volunteer results in a donation </li></ul><ul><li>Average online gift is $59 which is a 50% increase over the average off-line gift </li></ul><ul><li>Many volunteers reach their stated FR Goal! </li></ul>
    31. 33. Personalized Event Fundraising
    32. 34. Build a Community
    33. 35. Keys To Success <ul><li>Plan </li></ul><ul><li>Take an Integrated Approach </li></ul><ul><li>Timely & Focused - Act Quickly When Needed </li></ul><ul><li>Test Something New All The Time </li></ul><ul><li>Get “Buy In” Organization-Wide </li></ul><ul><li>Think Targeted One-To-One Marketing </li></ul><ul><li>People Give to People </li></ul><ul><li>Have Fun!!!! </li></ul>
    34. 36. What it is and What it Can Mean to Your Organization? Web 2.0
    35. 37. Web 1.0 vs. Web 2.0 Web 1.0 refers to first generation Web-based content that was typically one-way static communication. Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.
    36. 38. Web 1.0 vs. Web 2.0 <ul><li>Web 1.0 was about reading, Web 2.0 is about writing </li></ul><ul><li>Web 1.0 was about organizations, Web 2.0 is about communities </li></ul><ul><li>Web 1.0 was about home pages, Web 2.0 is about blogs </li></ul><ul><li>Web 1.0 was about portals, Web 2.0 is about RSS </li></ul><ul><li>Web 1.0 was about wires, Web 2.0 is about wireless </li></ul><ul><li>Web 1.0 was about owning, Web 2.0 is about sharing </li></ul><ul><li>Web 1.0 was about web forms, Web 2.0 is about web applications </li></ul><ul><li>Web 1.0 was about dialup, Web 2.0 is about broadband </li></ul><ul><li>Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/ </li></ul>
    37. 39. Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Educational Attainment Education Level Percentage College + 95% Some College 85% High School 67% Less than High School 35%
    38. 40. Online Video Use has Exploded Source: The Wall St. Journal , 2006
    39. 41. Key Take-aways <ul><li>The Internet is not just for kids anymore </li></ul><ul><li>The Internet is used by the educated and engaged </li></ul><ul><li>The Internet is not just for downloading music and fantasy football </li></ul><ul><li>The Internet is used by your constituents…or someone else's </li></ul>
    40. 42. &quot;Build, learn, and make mistakes as you go – you'll know more about what you're doing as you're doing it, instead of before you do it.&quot; – Jason Fried, 37 Signals &quot;A lot of our successes don't have anything to do with anything our executives thought were a good idea.&quot; – Sergey Brin, Google
    41. 43. Social Networking Boom
    42. 44. Social Networking Boom 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends
    43. 45. Social Networking
    44. 46. Social Networking & Video
    45. 47. Go to Them (e.g. RSS)
    46. 50. RSS in Action
    47. 51. Video
    48. 52. Podcasts  
    49. 53. Message Boards
    50. 54. Wikipedia Exposure
    51. 55. &quot;Do one thing every day that scares you.&quot; – Eleanor Roosevelt &quot;We have a strategic plan. It's called doing things.&quot; – Herb Kelleher
    52. 56. Oprah, Would be Proud!
    53. 57. Martha, Would be Proud!
    54. 58. Other Successes . . .
    55. 59. Other Successes . . . .
    56. 60. &quot;A year from now you may wish you had started today.&quot; – Karen Lamb &quot;If you could do tomorrow over again, would you?&quot; – Seth Godin
    57. 61. Keys To Success <ul><li>Plan </li></ul><ul><li>Take an Integrated Approach </li></ul><ul><li>Timely & Focused - Act Quickly When Needed </li></ul><ul><li>Test Something New All The Time </li></ul><ul><li>Get “Buy In” Organization-Wide </li></ul><ul><li>Think Targeted One-To-One Marketing </li></ul><ul><li>People Give to People </li></ul><ul><li>Have Fun!!!! </li></ul>
    58. 62. Epilogue <ul><li>10 Technology Resolutions for 2008 </li></ul><ul><li>Sarah Robbins </li></ul><ul><li>Director of Emerging Technologies </li></ul><ul><li>Mediasauce </li></ul>
    59. 63. 1. Set up a Gmail Account
    60. 64. 2. Post Pics to Flickr
    61. 65. 3. Try a Microblog
    62. 66. 4. Create a Google Alert
    63. 67. 5. Set Up an RSS
    64. 68. 6. Share a YouTube Video
    65. 69. 7. Really Use Your Cell Phone (Send a text or a video)
    66. 70. 8. Join a Social Network
    67. 71. 9. Share PowerPoint Slides (Save a tree or two!)
    68. 72. 10. Play a Video Game
    69. 73. Thank you! Cate Shaffer Account Executive [email_address]

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