CSA "Donors Evolve from Everywhere"

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  • CSA "Donors Evolve from Everywhere"

    1. 1. Jay Love, ePMT Co-Founder and CEO Major Donors Evolve from Everywhere: Internet Tools for Relationship Building
    2. 2. <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 Director of the Institute for the Future. </li></ul>Photo credit: Sorin Brinzei
    3. 3. The Rules Still Apply (It’s all about relationships… not technology)
    4. 4. 2006 Contributions: $295 Billion Source: Giving USA Foundation – AAFRC Trust for Philanthropy 83% of All Monies Given by Individuals!
    5. 5. <ul><li>Know the Difference </li></ul>How To Succeed Online
    6. 6. 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
    7. 7. Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Educational Attainment Education Level Percentage College + 91% Some College 84% High School 64% Less than High School 40%
    8. 8. Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Annual Household Income Income Level Percentage $75,000+ 91% $74,999 – $50,000 86% $49,999 – $30,000 80% Less than $30,000 53%
    9. 9. Why Now? Most Popular Online Activities Number of Participants Source: Pew Internet & American Life Project, 2005 182M 169M 157M 155M 145M 135M 22M
    10. 10. *Estimates provided by ePhilanthropy Foundation Estimate 2001 = $550 million Estimate 2002 = $1.1 Billion Estimate 2003 = $1.9 Billion Estimate 2004 = $2.62 Billion Estimate 2005 = $4.53 Billion Estimate 2006 = $8.15 Billion Estimate 2007 = 15.77 Billion *The United States represents slightly more than ½ the Global Online Philanthropic Market Online Giving Estimates*
    11. 11. Key Takeaways <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>
    12. 12. Be Like Martha or Oprah <ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>
    13. 15. 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
    14. 16. Start With A Plan <ul><li>What are the goals? </li></ul><ul><li>How will we measure success? </li></ul><ul><li>What are the specific tactics? </li></ul><ul><li>Do we need any new tools or assistance? </li></ul><ul><li>Who is responsible for what? </li></ul><ul><li>Is everyone on the same page? </li></ul>
    15. 17. <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
    16. 18. 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
    17. 19. A “before” and “after” example
    18. 20. 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
    19. 21. Needle in a Needle Stack
    20. 22. Breakthrough the Clutter
    21. 23. Keeping it simple Prospect Website Gather Information Use Email Database
    22. 24. INTEGRATION is the KEY! Next Steps
    23. 25. 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
    24. 26. 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>
    25. 27. Integration on Web Sites <ul><li>Does it accept donations by credit card? 94% </li></ul><ul><li>Does it have a blog? 53% </li></ul><ul><li>If you have a blog, can readers comment on it? 54% </li></ul><ul><li>If you have a blog, does it have links to other blogs 52% </li></ul><ul><li>Do you post any videos on your website? 75% </li></ul><ul><li>Do you have podcasts on your website? 32% </li></ul><ul><li>Do you host message boards? 22% </li></ul><ul><li>Do you provide an RSS feed to your website? 29% </li></ul><ul><ul><li>Overbrook Foundation Survey of Human Rights NPO’s in 2007 </li></ul></ul>
    26. 28. Integrate Online and Offline Appeals <ul><li>Mention Benefits & Ease Of Online Contributions </li></ul>
    27. 29. Use E-Mail & Direct Mail Together
    28. 30. Coordinate Web and Phone Campaigns
    29. 31. Email Telemarketing
    30. 32. Personalized Fundraising Pages Peer Fundraising Online
    31. 33. 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 event 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>
    32. 34. Personalized Event Fundraising
    33. 35. Personalized Event Fundraising
    34. 36. Build a Community
    35. 37. Build a Community
    36. 38. Build a Community
    37. 39. 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>“ SHOP” Others </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>
    38. 40. What it is and What it Can Mean to Your Organization Web 2.0
    39. 41. 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.
    40. 42. Web 1.0 vs. Web 2.0
    41. 43. 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 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>
    42. 44. Web 2.0 Buzzwords
    43. 45. Online Video Use has Exploded Source: The Wall St. Journal , 2006
    44. 46. Fun Video
    45. 47. Video is Easy
    46. 48. Video is Faith Based
    47. 49. &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
    48. 50. Social Networking Boom
    49. 51. Social Networking Boom 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends
    50. 52. Social Networking and Video
    51. 53. Widgets on Social Sites
    52. 54. Go to Them (e.g. RSS)
    53. 57. RSS in Action
    54. 58. Video
    55. 59. Podcasts  
    56. 60. Easy to Learn How
    57. 61. Message Boards
    58. 62. Wikipedia Exposure
    59. 63. &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
    60. 64. Oprah or Martha Would be Proud!
    61. 65. Oprah or Martha Would be Proud!
    62. 66. Other Successes . . .
    63. 67. Other Successes . . . .
    64. 68. 7 Tips for Successful Social Network Campaigns <ul><li>Meet people where they are </li></ul><ul><li>Leverage network partners </li></ul><ul><li>Be everywhere you can, but prioritize </li></ul><ul><li>Keep on top of you costs </li></ul><ul><li>Be prepared for the BIG moment </li></ul><ul><li>Let the community take over your message </li></ul><ul><li>Keep calls to action SIMPLE </li></ul><ul><ul><ul><ul><li>Christine.net 2007 by Christine Herron </li></ul></ul></ul></ul>
    65. 69. &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
    66. 70. 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>
    67. 71. 1. Set up a Gmail Account
    68. 72. 2. Post Pics to Flickr
    69. 73. 3. Try a Microblog
    70. 74. 4. Create a Google Alert
    71. 75. 5. Set Up an RSS
    72. 76. 6. Share a YouTube Video
    73. 77. 7. Really Use Your Cell Phone (Send a text or a video)
    74. 78. 8. Join a Social Network
    75. 79. 9. Share PowerPoint Slides (Save a tree or two!)
    76. 80. 10. Play a Video Game
    77. 81. Thank you! Jay B. Love, ePMT Co-Founder and CEO [email_address]

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