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Case Kentucky Presentation
 

Case Kentucky Presentation

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Case Kentucky Presentation Case Kentucky Presentation Presentation Transcript

  • Jay Love, ePMT Co-Founder and CEO Major Donors Evolve from Everywhere: Internet Tools for Relationship Building
    • “ 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 Brinzei
    • Know the Difference
    How To Succeed Online
  • Average Hours Spent Per Week: Source: Forrester Research 2007 Gen Y (18-27) Gen X (28-41) Young Boomers (42-51) Older Boomers (52-62) Seniors (63+) Reading Newspapers (not online) 1.2 1.7 2.8 3.6 5.1 Reading Magazines (not online) 1.7 2.0 2.1 2.4 3.1 Playing Video Games 4.3 2.0 1.1 1.1 1.1 Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8 Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3 Watching TV 10.4 11.3 12.5 13.7 14.3 Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7
  • Key Takeaways
    • 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
  • The Rules Still Apply (It’s all about relationships… not technology)
  • A Quick Survey What % of your names have email addresses How many collect them on Web Site? Where? How often do you communicate via mass email? Do you have a written email strategy?
  • Copyright 2002 - Gilbert Research
  • 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
  • The eMail Sophisticated Organization:
    • Collects email addresses on multiple pages of their web site?
    • Regularly sends out one or more newsletters via email
    • Can and does survey constituents
    • Can raise funds via email
  • 10 Tactics for Avoiding Spam Filters
    • Use a commercial email service (database tie in is best)
    • Don’t use bright or crazy fonts
    • Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!!
    • Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc
    • Make sure your WYSIWYG creates CLEAN HTML code
    • Keep graphics to a safe level, equal amount of text or more
    • Spell words properly
    • Always use the same “From”
    • ALWAYS include an “opt out” option
    • Communicate regularly
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  • Example Landing Page
  • Nine Email Design & Usage Tips
    • Keep truly important items above the fold
    • Use testimonials on all sign-up pages
    • Ask subscribers to add your from address to their address book
    • The subject line will determine more opens than any other factor
    • Do not use images for vital headlines, links or calls to action
    • Keep emails below 50KB when possible
    • Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions)
    • Design knowing some email systems will turn images off
    • Develop your own writing style that readers will learn to love
  • Professional Email is Economical 5,000 emails $99 .02 25,000 emails $400 .016 50,000 emails $650 .013 100,000 emails $1000 .01 250,000 emails $2000 .008 500,000 emails $2500 .005 Plus 3 - 20 times the success in delivery!
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  • 10 Tips for a Successful Email Strategy
    • Do not buy email addresses
    • Use chaperoning instead of buying
    • Everyone is collecting addresses w/each daily actions (get 2)
    • Test and Survey (let them know their opinion counts!)
    • Keep calls to action SIMPLE
    • Use multiple landing pages on your web site
    • Link to and from Blogs and Social Network sites
    • Offer sharing or “tell a friend”
    • ALWAYS include an “opt out” option
    • Communicate regularly
  • 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
    • “ 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
  • You’ve built a website… … will they come?
  • They’re at your website, now what do they do?
    • Can they get something?
    • Can they do something?
    • Can they give something?
    Your goal – to get something from them!
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  • Video is Easy
  • Keeping it simple Prospect Website Gather Information Use Email Database Database
  • Question: Should a Non Profit host it’s own web site?
  • 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
  • INTEGRATION is the KEY!
  • Be Like Martha or Oprah
    • Both are Masters of Multi-Channel Marketing!
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  • 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
  • Start With A Plan
    • What are the goals?
    • How will we measure success?
    • Do we need any new tools or assistance?
    • Who is responsible for what?
  • The Message & The Medium
    • Each medium has a style that works best
    • Audiences are different
    • Messages don ’ t need to be identical
    • Shop others
    • Test!
  • Integrate Online and Offline Appeals
    • Mention Benefits & Ease Of Online Contributions
  • Use E-Mail & Direct Mail Together
  • Coordinate Web and Phone Campaigns
  • Email Telemarketing
  • 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 event gift is $59 which is a 50% increase over the average off-line gift
    • Many volunteers reach their stated FR Goal!
  • Build a Community
  • Build a Community
  • Build a Community
  • 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
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  • Podcasts  
  • 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! Jay B. Love, ePMT Co-Founder and CEO [email_address]