Cate's Feb 24th Internet Strategies WebinarPresentation Transcript
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
“ 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
Director of the Institute for the Future.
Photo credit: Sorin Brinzel
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 = $1.1 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*
Source: Giving USA Foundation – AAFRC Trust for Philanthropy
“ If you want milk from a cow, you don’t send it a letter.”
Email vs Letter Relationship Building
Know the DIFFERENCE
How To Succeed Online
Be Like Martha or Oprah
Both are Masters of Multi-Channel Marketing!
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
Start With A Plan
What are the goals? (fundraising, relationship, etc)
How will we measure success?
# of gifts, size of gifts, where the gifts come from, increase event attendance
What are the specific tactics?
Email, newsletter, event invites, personal meetings, phone solicitation
Do we need any new tools or assistance?
Database , Technology, Mail House, Gift Entry, Volunteers
Who is responsible for what?
Is everyone on the same page?
“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”
Carrie Johnson, Senior Analyst Forrester Internet Research
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
A “before” and “after” example
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 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28
The Message & The Medium
Each medium has a style that works best
Audiences are Different
Messages don ’ t need to be identical
Develop campaigns or themes
“ He that is good with a hammer tends to think everything is a nail.”
One in four emails sent by a volunteer results in a donation
Average online gift is $59 which is a 50% increase over the average off-line gift
Many volunteers reach their stated FR Goal!
Personalized Event Fundraising
Build a Community
Keys To Success
Take an Integrated Approach
Timely & Focused - Act Quickly When Needed
Test Something New All The Time
Get “Buy In” Organization-Wide
Think Targeted One-To-One Marketing
People Give to People
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 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.
Web 1.0 vs. Web 2.0
Web 1.0 was about reading, Web 2.0 is about writing
Web 1.0 was about organizations, Web 2.0 is about communities
Web 1.0 was about home pages, Web 2.0 is about blogs
Web 1.0 was about portals, Web 2.0 is about RSS
Web 1.0 was about wires, Web 2.0 is about wireless
Web 1.0 was about owning, Web 2.0 is about sharing
Web 1.0 was about web forms, Web 2.0 is about web applications
Web 1.0 was about dialup, Web 2.0 is about broadband
Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/
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%
Online Video Use has Exploded Source: The Wall St. Journal , 2006
The Internet is not just for kids anymore
The Internet is used by the educated and engaged
The Internet is not just for downloading music and fantasy football
The Internet is used by your constituents…or someone else's
"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." – Jason Fried, 37 Signals "A lot of our successes don't have anything to do with anything our executives thought were a good idea." – Sergey Brin, Google