Incitrio > AFPSD Luncheon, August 2009
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Incitrio > AFPSD Luncheon, August 2009

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Let's Get Social! Attract and Retain Your Donors with an Integrated Online Strategy...

Let's Get Social! Attract and Retain Your Donors with an Integrated Online Strategy

Presenter:
Angela Hill
President and Creative Director, INCITRIO

Program Description:
In today’s marketing environment, “social media” has become an all-encompassing buzzword that excites and terrifies professionals everywhere. What is it exactly? Why do I need it? And, most importantly, what exactly can social media do for me without eating up all of my valuable time?

In this workshop, Angela Hill from Incitrio will teach you the basics of social media as well as share cutting edge techniques to help you kick-start your online marketing campaign. Listen to non-profit case studies, large and small, to discover fascinating ways your peers are using social media to leverage their internal teams. Learn how to create your own social media plan that is scalable and attainable. Discover best practices for training your staff and volunteers to communicate online. Discuss how social media can leverage and augment your existing content. And, lastly, use social media as a powerful tool to manage ongoing donor relationships, engage your volunteers and attract new funding.

What Attendees Will Learn:
o Social Media - terminology, tactics and tools
o Best practices case studies from small and large non-profit organizations
o How to create your own social media plan
o Best practices for training staff/volunteers to communicate online
o How to leverage existing content across multiple platforms to create “buzz”
o Tips for managing ongoing donor relationships, volunteer engagement and fundraising online

About the Presenter
Angela Hill is the President and Creative Director of Incitrio, a boutique graphic design and branding agency. Incitrio specializes in brand strategy and brand implementation via design for print, design for web, and fully integrated marketing campaigns.

Since 1992, Ms. Hill has worked in the graphic design, branding and marketing industry within in-house agencies, advertising, marketing, and design firms in St. Louis, San Francisco, and San Diego. In 2008, she received the YWCA’s TWIN Award. The Tribute to Women of Influence (TWIN) Awards Program honors not only women who demonstrate excellence and top leadership within their companies, but also the companies that employ these women.

Ms. Hill has experience creating and implementing brand strategy for organizations located throughout the world. Prior to starting her current firm, Ms. Hill’s national clients included: Hallmark, Williams Sonoma, Mars Candy, Energizer, Ford, Intel, Pepsi, Foster Farms, Sega, Merrill Lynch, Visa, and PG&E.

Ms. Hill currently provides brand analysis, strategy and implementation to such corporations as: 3ECompany, The American Council on Exercise, Barney&Barney, Capstone, California Center for Sustainable Energy, Claritas (a division of Nielsen), Open Energy, Marsh, Nanogen, and the Veterinary Specialty Hospital.

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    Incitrio > AFPSD Luncheon, August 2009 Incitrio > AFPSD Luncheon, August 2009 Presentation Transcript

    • Let’s get social! How to attract and retain your donors with an integrated online strategy ASSOCIATION FOR FUNDRAISING PROFESSIONALS SAN DIEGO > AUGUST 2009 incitrio | 10951 sorrento valley road, suite 2c | san diego, california, usa 92121 | tel: 858.202.1822 | web: incitrio.com
    • An Introduction to Incitrio. Since 1992, I have been offering marketing and design solutions to global clients such as: Hallmark, Williams Sonoma, Energizer, Mars Candy, Ford, Merrill Lynch, Visa, Sun Microsystems, PG&E, Maersk, Intel, Pepsi, Sega, Foster Farms, Invitrogen, Taylor Guitars and Jabra. Incitrio was founded in 2004 to service the branding, print design, web design and online marketing needs for businesses everywhere: B2B, B2C and non-profit.
    • Our Branding Process Integrity + Authenticity in Branding = TRUST INTERNAL BRANDING EXTERNAL BRANDING BRANDING ANALYSIS STRATEGY AND DESIGN RESULTS FOR CLIENT
    • External Branding Today, we’re going to focus on Social Media. BROCHURES WEBSITE NEWSLETTERS EXTERNAL SOCIAL MEDIA BRANDING PR ONLINE MARKETING
    • Social Media An online tool for engaging your donor base. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING DONORS LEVERAGING CONTENT
    • Assessment First, let’s assess your website. Are you a 2 or a 10?
    • Assessment Look at your online marketing components individually. Branding Marketing Skin, Bones, The Dress & Muscle Advertising Design Hair Facial Structure Make-up Body Shape Accessories
    • Assessment If one is weak, the others will fail. Strengthen equally. Branding Marketing Core Values SEO, PPC, Blog content Design Look&Feel of: Advertising Website, Banner Ads, Email Newsletter, YouTube, Blog, etc. Flickr, etc.
    • Website / ACR Model ACR = Acquire, Convert, Retain (Your Donors) ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING DONORS LEVERAGING CONTENT
    • Acquisition Acquisition = Attraction How do you attract the right prospective donors to you? Options: Website Design (Z/F Patterns) Blogs (Wordpress.com) Search Engine Optimization (SEO) Pay Per Click (PPC via Google Adwords) Newsletters, Print & Email (Blue Hornet.com) E-brochures, Interactive PDF files (ebrochures.com)
    • Conversion Conversion = Creating a Relationship How do you convert prospective donors into paying donors? Options: Website Design (User Experience, Call to Action) Online Member & Event Registration (WildApricot.com or Eventbrite.com) RSS Feeds (Feedburner.com) Social Bookmarking (AddThis Toolbar) Media Sharing (Flickr.com, YouTube.com Affiliate Marketing (Amazon.com Affiliate Program)
    • Retention Retention = Maintaining a Relationship How do you strengthen and enhance your donor’s experience? Options: Website Design (E-commerce, Donor/Sponsor Directory) Social Communication (Twitter, Facebook) Online Discussion Forum (Ning.com) Presentation Sharing (SlideShare.com) File Sharing (Box.net) Online Classroom Management (Engrade.com) Elearning Tools (Wiziq.com)
    • User Experience Design Enhance user experience with web design for “Z” or “F” patterns. Claritas.com » Scientific studies show website viewers look at your content in a “Z” or “F” pattern. » Make sure your critical elements are placed correctly. » Search, Call to Action, Alternative Navigation, etc.
    • Blogs: Off Domain Wordpress.com offers a free blogging service that is easy to setup. » Blogs are organizational diaries that enable you to communicate what’s new at your organization and provide a face or personality to go with the logo » They are a great way to engage donors and encourage dialogue in an authentic way » Also, make sure you integrate your blog on domain (within your URL) for the SEO benefits » Incitrio.wordpress.com = blog off domain, SEO benefits go to wordpress not my organization
    • Blogs: On Domain It’s critically vital that your blog is hosted on domain within your url to get maximum SEO benefit. Example: www.incitrio.com/blog
    • Blogs: On Domain & Customized If you’re more ambitious, you can create a customized blog that integrates social media functionality. http://www.nature.org/
    • Blogs: On Domain & Customized Social media functionality: Photos-Flickr, Video-YouTube, etc. http://www.nature.org/
    • SEO vs. PPC Search Engine Optimization vs Pay Per Click ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING DONORS LEVERAGING CONTENT
    • Pay Per Click Pay Per Click is a paid way to increase web traffic. » Top 3 rows on yellow and right column are Pay Per Click aka PPC ads » These organizations have paid to be at the top and pay money to Google Adwords every time someone clicks on their blue link.
    • Search Engine Optimization Search Engine Optimization is a free way to increase web traffic. » Search Engine Optimization aka SEO occurs when your site is optimized for a specific keyword » The first listing starts with www.atriskyouthprograms.co m - they are the most optimized for the search terms: “programs for at risk youth” » Users are 80% more likely to click on on SEO link
    • Meta Tags Optimizing your “meta tags” is the fastest way to get results. » Meta Title = top line » Meta Description = first paragraph » Meta Keywords = not shown, but it is in your source code » This is how the Googlebot finds your site and decides how to rank you.
    • Source Code First, you need to view your source code to do an assessment. » Go to the top menu bar of your browser (Explorer, Safari or Firefox) » Click the View tab, then select View Source » Next, a screen will pop up and you will get a text doc full of html info that has your meta info inside it.
    • Source Code Sample Here is an example of what source code looks like. » <meta name="description" content="ElderHelp of San Diego is a non-profit organization comprised of professionals and community volunteers committed to offering quality social services that help seniors live independently in their own homes."> » <title>Elder Help of San Diego - Senior assistance by helping seniors with safe living conditions, home cleaning, transportation and companionship</title> » <meta name="keywords" content="Elderhelp of San Diego,elder,elder care san diego,elder care,senior social services,senior,elderly,senior citizens services,senior citizens care,senior care,senior citizens,senior transportation,senior education programs,elder health advice,elder homeowner,rental assistance,home share,shopping assistance,home delivered meals,home delivered meal,delivered meals,delivered meal,senior citizens classes,senior citizens class,elder information,elder informations,elder referral,elder referrals,elder residential facilities,counseling services,safety services,safety network services,volunteer,volunteers,senior volunteer opportunities,elder volunteer services,senior services">
    • Meta Title How do you optimize your “meta title” in your source code? » Evaluate your current SEO Meta Title. » Copy and paste it into Word for a character count. » Your SEO Meta Title should only be 60 characters with spaces, everything else doesn’t show or add value
    • Meta Title How do you rewrite your “meta title” for optimization? » BEFORE Elder Help of San Diego - Senior assistance by helping seniors with safe living conditions, home cleaning, transportation and companionship (139 characters) » AFTER Helping Seniors Thrive at Home | ElderHelp of San Diego (55 characters)
    • Meta Description How do you optimize your “meta description” in your source code? » Evaluate your current SEO Meta Description. » Copy and paste it into Word for a character count. » Your SEO Meta Description should only be 150 characters with spaces, everything else doesn’t show or add value
    • Meta Description How do you rewrite your “meta description” for optimization? » BEFORE ElderHelp of San Diego is a non-profit organization comprised of professionals and community volunteers committed to offering quality social services that help seniors live independently in their own homes. (206 characters) » AFTER We help seniors live longer, happier, healthier lives in their own home. ElderHelp is your resource for quality senior care at free or low cost rates. (150 characters)
    • Meta Keywords How do you optimize your “meta keywords” in your source code? » Evaluate your current SEO Meta Keywords. » Copy and paste into Word for evaluation » You can’t see them, but the Googlebot can » Your SEO Meta Keywords should have 1 primary keyword and 3-5 secondary keywords, everything else doesn’t show or add value
    • Meta Keywords How do you rewrite your “meta keywords” for optimization? » BEFORE Elderhelp of San Diego,elder,elder care san diego,elder care,senior social services,senior,elderly,senior citizens services,senior citizens care,senior care,senior citizens,senior transportation,senior education programs,elder health advice,elder homeowner,rental assistance,home share,shopping assistance,home delivered meals,home delivered meal,delivered meals,delivered meal,senior citizens classes,senior citizens class,elder information,elder informations,elder referral,elder referrals,elder residential facilities,counseling services,safety services,safety network services,volunteer,volunteers,senior volunteer opportunities,elder volunteer services,senior services (36 keywords) » AFTER Primary: ElderHelp of San Diego Secondary: Elder Help of San Diego, San Diego ElderHelp, San Diego Elder Help (4 keywords = 1 primary + 3 secondary, variations of first word)
    • Online Interactive Content Tools that enable you to communicate authentically. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING DONORS LEVERAGING CONTENT
    • Email vs. Print Newsletters Email Newsletters vs Print Newsletters » Email Newsletters typically have a flat fee on a per month and per usage basis » Deliver the same content, but save the expense of printing and mailing » Incitrio uses BlueHornet.com for its clients. » Strong reporting mechanism that enables you to track: sends, opens and click-thrus.
    • Email vs. Print Newsletters Email Newsletters vs Print Newsletters » Make sure your provider is CAN SPAM compliant - meaning they don’t allow their users to send to paid or bought lists. » If they are, then their servers will be “white listed” as opposed to “black listed.” » This will guarantee that your emails go through 100% of the time as opposed to 50% of the time. » The more emails go through, the higher your acquisition and conversion rates will be. » Never, ever share your list with anyone else - it’s poor form and against the law.
    • Email Newsletters Personalization is a great way to increase value. AdvertisingAge.com Email Newsletter •Segment Audience •Segment Content •Dynamic Elements •Variable Data Details By segmenting your audience, you can create relevant content that varies by donor size, volunteer, or other specification.
    • Ebrochures Ebrochures.com offers a free service for making your current print newsletter PDF file into an interactive PDF online. http://mea.org/voice/2009April/4199813C55D9904CB394140C519AFCC6/index.html
    • Defining the Donor Experience Tools that enable you to demonstrate integrity. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING DONORS LEVERAGING CONTENT
    • User Experience Design Define your call to action and initiate conversion. GreatSchools.net • Promote special items • Personal welcome • Search functionality • Segment content • Sign up for newsletter
    • Event Registration Eventbrite.com offers a free event registration tool. Eventbrite.com • Free, easy to setup and customizable •Promote items via social tools: Email, Facebook, Twitter, Linkedin, MySpace, Digg, deli.ici.us, Reddit
    • Donor & Event Management WildApricot.com offers a low cost donor mgmt tool. WildApricot.com •Donor Registration •Event Registration •Email Newsletter •Discussion Forum •Online Donations •Sponsor Directories •$50/mo for 500 person membership
    • Really Simple Syndication (RSS) Feedburner.com offers a free tool for subscribing to RSS feeds. Feeds are a way for websites large and small to distribute their content well beyond just visitors using browsers. Feeds permit subscription to regular updates, delivered automatically via a web portal, news reader, or in some cases good old email. Feeds also make it possible for site content to be packaged into "widgets," "gadgets," mobile devices, and other bite-sized technologies that make it possible to display blogs, podcasts, and major news/sports/weather/whatever headlines just about anywhere.
    • Social Bookmarking AddThis.com offers a free tool to enable social bookmarking on your website. Site: www.addthis.com
    • Leveraging Content for Efficiency Tools that enable you to communicate clearly. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING DONORS LEVERAGING CONTENT
    • Media Sharing: Flickr Flickr.com is a great way to enhance the donor experience with photos from recent events. www.flickr.com/photos/idahoea/
    • Media Sharing: Flickr Flickr.com offers free Pro-level accounts for NonProfits. Site: www.flickr.com/good
    • Media Sharing: YouTube YouTube.com is a great way to enhance the donor experience with videos on timely topics. http://www.youtube.com/watch?v=OfDAaqlSdlk
    • Media Sharing: YouTube Creating a branded YouTube channel is free for non profits. http://www.youtube.com/user/mtacommunications
    • Media Sharing: YouTube In order to have a branded channel, you need to apply online to their Non Profit program. http://www.youtube.com/nonprofits
    • Media Sharing: YouTube There are great online tutorials for how to setup your own branded channel and leverage existing content. http://www.charityhowto.com/video_info.php?vid=16&gclid=COiQrNOjkJwCFRlcagodxlcJZA
    • Media: Creating Emotional Assets Telling patient stories (clients served stories) create that human/emotional element is necessary to building a relationship with your online donor base. http://www.sandiegobloodbank.org/donating_blood/saving_lives/
    • Affiliate Marketing Amazon.com offers a great affiliate marketing program that gives you a commission for book/product sales you send their way.
    • E-commerce: Website Revenue Adding an e-commerce or shopping cart component is a great way to sell branded items and increase your organization’s revenue. http://www.shopzoo.com/index.php?main_page=product_info&cPath=9_10_31&products_id=1475276
    • Creating a Social Community Tools that enable you to communicate clearly. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING DONORS LEVERAGING CONTENT
    • Twitter: Setup Setup a twitter.com account to engage your donors in real-time. » Twitter is a micro blog » You’re limited to 140 characters, so it’s an easy and fun way to engage with your audience
    • Twitter: Branded Account Create a branded profile to leverage your brand equity. » Use Twitter to engage different audiences » Talk about issues that are important to you » Discuss upcoming events or showcase articles/blog postings » Create a personal relationship on behalf of your organization
    • Twitter: Personal Branding You’ll be surprised just how many of your donors and fellow non profit organizations are already on there! Scott Silverman, ED, Second Chance http://twitter.com/scotthsilverman
    • Facebook: Causes Page Link your twitter account to your Facebook.com group account for real-time updates. Start a dialogue going with your donors around important issues. Encourage online donations and run campaigns. http://apps.facebook.com/causes/58794
    • Facebook: Setup Causes Page Setting up your Causes Page is free and easy to do. http://www.causes.com/partners/partners/new
    • Ning: Social Network Ning.com is yet another free online discussion forum for creating, customizing and sharing a social network with your donors. http://mdnonprofithelp.ning.com/
    • Creating the Donor 2.0 Experience Tools that enable you to communicate clearly. ONLINE PRESENCE OPTIMIZING EXPERIENCE ONLINE MARKETING SOCIAL MEDIA ADDING VALUE ENGAGING DONORS LEVERAGING CONTENT
    • Leverage Content: SlideShare SlideShare.com is a free tool for sharing presentations online. http://www.slideshare.net/khuntermintz/alabama-science-teachers-association-conference-2008-presentation
    • Leverage Content: Box.net Box.net is a free tool for sharing files and collaborating online.
    • Leverage Content: Engrade.com Engrade.com is a free tool for online classroom management.
    • Leverage Content: Wiziq.com Wiziq.com is a free to low-cost e-learning tool.
    • The POST Strategy The “secret” to creating an integrated online plan. OBJECTIVES PEOPLE STRATEGY SOCIAL MEDIA TECHNOLOGY
    • POST Strategy: People The “secret” to creating an integrated online plan. OBJECTIVES PEOPLE STRATEGY SOCIAL MEDIA TECHNOLOGY
    • POST: People Assess your target audiences social activites: » Do your donors have a Facebook account? » Are your volunteers active on Flickr? » Can you reach the right media contacts thru Twitter? » Will you have compelling content of the demographic you serve to post on YouTube? » Are there safety or privacy issues around images/content of the people you serve? » Would a corporate donor read your Blog?
    • POST: People Assess your operational infrastructure: » Can you have “man/woman” hours to dedicate to social media implementation? » Will you need to spend money for setup? » What is the learning curve for your assigned person? » Can that person write up a plan? » Who should be involved? (ED, campaign mgr, volunteer coordinator, board members, etc.)
    • POST Strategy: Objectives The “secret” to creating an integrated online plan. OBJECTIVES PEOPLE STRATEGY SOCIAL MEDIA TECHNOLOGY
    • POST: Objectives What you seek to accomplish (conversion point): » Increase # of donors » Improve quality of donors » Enlarge size of donation » Attract more volunteers » Generate free press for organization » Reach out to targets you serve » Partner with other organizations » Find foundation or grant money
    • POST Strategy: Strategy The “secret” to creating an integrated online plan. OBJECTIVES PEOPLE STRATEGY SOCIAL MEDIA TECHNOLOGY
    • POST: Strategy Plan how relationships will change (retention plan): Once you’ve converted (elicited a donation), how will you keep those members coming back? » Blog - stay abreast of latest updates » Facebook - donor community to celebrate wins (great for walk-a-thons or competitive fundraising) » Twitter - real-time updates regarding acheivements
    • POST Strategy: Technology The “secret” to creating an integrated online plan. OBJECTIVES PEOPLE STRATEGY SOCIAL MEDIA TECHNOLOGY
    • POST: Technology Picking the right social media platforms: » Blogs - require updates 2-3 times per week of 300 word entries » Facebook - require daily updates and links to other tools » Twitter - real-time daily updates regarding acheivements » Ning - requires weekly updates, posts and moderating of the community and their comments
    • The PIDM Method The “secret” to implementing an integrated online plan. IMPLEMENTATION PROCESS DISCIPLINE SOCIAL MEDIA MEASUREMENT
    • PIDM Method: Process The “secret” to implementing an integrated online plan. IMPLEMENTATION PROCESS DISCIPLINE SOCIAL MEDIA MEASUREMENT
    • PIDM: Process Once you’ve selected your social vehicles, next develop a plan or process around them. » Selection of social media tools » Frequency of content » Delegation of content creation » Language for communication (Consider: terms, privacy policy, legal liability, security, etc.) » Succession planning - Who will take over when the intern leaves and we need to manage ourselves? Is there a volunteer who can help? » Document all items in a Process Binder (legacy)
    • PIDM Method: Implementation The “secret” to implementing an integrated online plan. IMPLEMENTATION PROCESS DISCIPLINE SOCIAL MEDIA MEASUREMENT
    • PIDM: Implementation Once you’ve created your plan and process, now it’s time to prep for implementation. It’s critical that your site converts well before you start driving traffic. » Look at your Google Analytics - bounce rate less than 40%, long page time, what content is most interesting » Prominent donate button and phone #? » Online donation processing? » Fix SEO meta tags » Boost content around topics that are of most interest
    • PIDM: Implementation Once you’ve created your plan and process, now it’s time to prep for implementation. Examine what assets you already have that you can leverage. » Annual Report in PDF format for download » Case Studies or White Papers online » Resource Center for Donor FAQs » Photos from most recent fundraiser » Video testimonials from donors or clients » Scrub your email database to make sure contact emails are still valid
    • PIDM: Implementation Create a schedule for implementation roll out. » Website - analytics, SEO, redesign, content boost » Email Newsletters - email database, request permission to send to audience, can-spam compliant » Blog - work with programmer to integrate on domain, put into primary nav with text link along bottom nav » Facebook - leverage database to encourage online connections and support, experiment with a campaign » Twitter - promote activities across all channels
    • PIDM Method: Discipline The “secret” to implementing an integrated online plan. IMPLEMENTATION PROCESS DISCIPLINE SOCIAL MEDIA MEASUREMENT
    • PIDM: Discipline Create a schedule for maintenance and discipline. » Website - 2-3 weeks prep time » Email Newsletters - 2-3 weeks prep time, send weekly or bi-weekly (organize all content to maximize) » Blog - 1-2 weeks prep time, 3-5 hours weekly » Facebook - 1 day prep time, 1 hour daily » Twitter - 1 day prep time, 1 hour daily (can sync Twitter with other applications like Facebook)
    • PIDM Method: Measurement The “secret” to implementing an integrated online plan. IMPLEMENTATION PROCESS DISCIPLINE SOCIAL MEDIA MEASUREMENT
    • PIDM: Measurement Develop a plan for measuring effectiveness. » Website - Google Analytics Goal: decrease bounce rate, increase time on site, increase monetary donations » Email Newsletters - Email Dashboard Goal: increase open rate, increase click-thrus, increase monetary donations » Blog - Technorati, Digg, Delicious, StumbleUpon Goal: increase blog ranking, increase diggs per article, increase monetary donations, increase PR or “buzz”
    • PIDM: Measurement When in doubt, there is a great tool for measuring your site’s SEO effectiveness. www.websitegrader.com
    • Thank You! Now it’s time to start implementing. Have fun! Angela Hill, President & Creative Director email: angela@incitrio.com tel: 858.202.1822 website: www.incitrio.com linkedin: www.linkedin/in/incitrio twitter: @incitrio Today’s Presentation blog: www.incitrio.com/blog