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Cate's Tulsa Presentation Cate's Tulsa Presentation Presentation 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 View slide
    • “ 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 View slide
  • 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
    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
    • “ If you want milk from a cow, you don’t send it a letter.”
    • Jerry Panas
  • 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
  • Privacy
    • DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website
    http://www.the-dma.org/privacy/creating.shtml
  • 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
    • Test!
    • “ He that is good with a hammer tends to think everything is a nail.”
    • -Abraham Maslow
  • Integrate Online and Offline Appeals
    • Mention Benefits & Ease Of Online Contributions
  • Use E-Mail & Direct Mail Together
  • Email Telemarketing
  • A Targeted Approach
  • E-Mail KEY Functions
    • Tracking : bounces, opens, click-throughs
    • Deliverability : Full-time staff 24/7 monitoring blacklists, spam filtering and ISP standards
    • Horsepower : Up to 300,000 emails per hour via a scheduler
    • Spam analysis tools
    • WYSIWYG editor
    • Subscription management : automated unsubscribe or opting out link
  • Personalized Fundraising Pages Peer Fundraising Online
  • Results: Personalized Event Fundraising
    • Average volunteer sends over 30 emails
    • 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
    • Plan
    • 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
    • Have Fun!!!!
  • 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
  • Key Take-aways
    • 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
  • 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
  • "Do one thing every day that scares you." – Eleanor Roosevelt "We have a strategic plan. It's called doing things." – Herb Kelleher
  • Oprah, Would be Proud!
  • Martha, Would be Proud!
  • Other Successes . . .
  • Other Successes . . . .
  • "A year from now you may wish you had started today." – Karen Lamb "If you could do tomorrow over again, would you?" – Seth Godin
  • Keys To Success
    • Plan
    • 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
    • Have Fun!!!!
  • Epilogue
    • 10 Technology Resolutions for 2008
    • Sarah Robbins
    • Director of Emerging Technologies
    • Mediasauce
  • 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]