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Cultivating Your Constituents Online Katya Andresen Network for Good Jonathon D. Colman  The Nature Conservancy Jacob Colie MercyCorps Arlin Wasserman America on the Move Computer Man by SuzyQuzy, Flickr
Agenda ,[object Object],[object Object],[object Object]
Rule #1: Engage in online cross-channel promotion   ,[object Object],[object Object],[object Object],[object Object]
Rule #2: Make marketing a conversation.   ,[object Object]
 
 
 
Rule #3: Be Accessible & Be Easy  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],America On the Move’s bulls-eye target is known as “Jayne,” a working, health-conscious woman, 25 – 59 with one or more children under the age of 18 living at home.
Rule #3: Be Accessible & Be Encouraging  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Rule #3: Be Accessible & Be Intimate ,[object Object],[object Object],[object Object],[object Object]
Rule #4: Show accountability.  ,[object Object]
Accountability ,[object Object],[object Object],[object Object]
 
 
 
 
Rule #5: Make it easy for people to find you. ,[object Object],[object Object],[object Object],[object Object]
 
[object Object],[object Object],[object Object],[object Object],[object Object],Next: Secure your brand’s online reputation
 
 
Rule #6: Segment your way to success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segment by campaigns, visitor self-identification
Segment by geography, donor type
Segment by incoming referral source
Segment by demographics Flickr  (left to right): idealterna, ehavir, davesag  (all creative commons licensed)
Segment by real-world actions taken Flickr  (left to right, top to bottom): grant neufeld, bulldog1, mishmosh222  (all creative commons licensed)
Mercy Corps  FY07 Net
Email High
Crisis in Lebanon  Help Us Respond $69,614 6/25/2006
Help Us Prepare  for The Year to Come $66,505 12/27/2006
A Thoughtful, Caring  Last-Minute Gift $56,157 12/20/2006
Email Low
Sowing the  Seeds of Peace $4,610 9/28/2006
Preparing for Kosovo’s Future $3,630 2/1/2006
Helping Youth Solve Unemployment $1,115 2/1/2006
Email Segments No Gifts With Gifts No Gifts No Open
Tiers TOP MID MASS
Upgrade Paths Gift Annuities Monthly Giving Local Content
No Gifts With Gifts
Help Darfur’s Displaced $25,274 4/26/2007
Send Mom a Mother’s Day Bouquet $4,470 4/26/2007
Rule #7: Test, test, test.  ,[object Object],[object Object],… then  why  would you make a design change to your site or e-mail without testing it? ,[object Object],[object Object]
But, but, but, but – the excuses are many… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Testing can be easy, whether it’s e-mail…
… or testing web creative design: Test 1:  Same campaign, different calls-to-action Test 2:  Different campaigns
Rule #8: Make your supporters the messengers.
We are NOT the best messengers. ,[object Object],[object Object],[object Object],[object Object]
 
The messenger’s widget
Great messengers
Rule #9: Offer recurring giving.
Mercy Corps  Monthly Donations .982 M $1.638 M
Rule #10: Don’t only ask.  Thank and inspire too.  ,[object Object],WaMu ATM Error by Matt B., Flickr
Thanking your donors
Continuing the Conversation ,[object Object],[object Object],[object Object]
Continuing the Conversation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object]
Trend #1: Celebrity philanthropy.
 
 
Rethinking celebrity
Trend #2: Less control.
Trend #3: More communities.  ,[object Object],A:  Because that’s where the money is.
What communities can mean for you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communities for Digital Media www.flickr.com www.youtube.com
Communities for Discussions www.gather.com www.care2.com
Communities for Breaking News www.newsvine.com www.digg.com
Communities for Sharing Good Content www.stumbleupon.com del.icio.us
Trend #4: What’s hot will change.
Trend #5: More niche marketing.

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Cultivating Your Constituents Online - American Marketing Association