What Can Ephilanthropy Do For You? August 17, 2009 3:15 – 4:30 PM Presenters: Karen Davis, Sr. Managing Director, Changing Our World, Inc. Jenn Thompson, Managing Director, Changing Our World, Inc.

ABOUT CHANGING OUR WORLD

10 THINGS EPHILANTHROPY CAN DO FOR YOU

10 THINGS EPHILANTHROPY CAN DO FOR YOU

10 THINGS Revealing Research Constituent Management Strategic Communications Fundraising Word-of-Mouth Marketing Community & Engagement around Cause/Issue Recognition Programs Audience Expansion Brand Awareness Save Money

Revealing Research

Constituent Management

Strategic Communications

Fundraising

Word-of-Mouth Marketing

Community & Engagement around Cause/Issue

Recognition Programs

Audience Expansion

Brand Awareness

Save Money

1. REVEALING RESEARCH Prospect Research Current employer and position Board memberships Personal interests Recent travels Charities/causes currently supported Home value Political giving & affiliations

Prospect Research

Current employer and position

Board memberships

Personal interests

Recent travels

Charities/causes currently supported

Home value

Political giving & affiliations

1. REVEALING RESEARCH Competitor Research Website traffic Social Media traffic Online advertising Keywords/Search Engine Optimization Sector Benchmarks Website traffic Email open/action rates Online fundraising targets

Competitor Research

Website traffic

Social Media traffic

Online advertising

Keywords/Search Engine Optimization

Sector Benchmarks

Website traffic

Email open/action rates

Online fundraising targets

2. CONSTITUENT MANAGEMENT Database Management House all constituents in a single system Track giving patterns (online & offline) Store AND use email for personalized communications Segment on campaign interests & giving histories One-time vs. recurring donors Interests Active vs. lapsed donors/members Donors vs. non-donors Location Age/Sex Membership Length

Database Management

House all constituents in a single system

Track giving patterns (online & offline)

Store AND use email for personalized communications

Segment on campaign interests & giving histories

3. STRATEGIC COMMUNICATIONS Diverse tools and tactics for one-to-one , one-to-many , and many-to-many communications Be Timely , Urgent , or Goal-Oriented in messages Schedule & coordinate direct mail with email, social media, website, blog, etc… Resend email to non-responders Send custom/personalized messages to your segments (these will often perform better) TIP: You do NOT have to email everyone all the time Customize giving levels/asks based on constituent history NPO

Diverse tools and tactics for one-to-one , one-to-many , and many-to-many communications

Be Timely , Urgent , or Goal-Oriented in messages

Schedule & coordinate direct mail with email, social media, website, blog, etc…

Resend email to non-responders

Send custom/personalized messages to your segments (these will often perform better)

TIP: You do NOT have to email everyone all the time

Customize giving levels/asks based on constituent history

4. FUNDRAISING & DEVELOPMENT Background: Online giving is a small percent (typically 3-5%) of overall total giving Studies show that major donors use the Internet to research charities before making giving decisions 57% of organizations taking part in the Wired Wealth Report* say their organization has received online donations of $1,000 or more * The Wired Wealthy Using the Internet to Connect with Your Middle and Major Donors (March 2008) **Giving USA 2007 Giving by Source**

Background:

Online giving is a small percent (typically 3-5%) of overall total giving

Studies show that major donors use the Internet to research charities before making giving decisions

57% of organizations taking part in the Wired Wealth Report* say their organization has received online donations of $1,000 or more

* The Wired Wealthy Using the Internet to Connect with Your Middle and Major Donors (March 2008)

**Giving USA 2007

4. FUNDRAISING & DEVELOPMENT Trends: More donors but smaller average gift size (a recession effect) Email open rates are slipping but Email is still the leading tool for raising gifts online Charities are using multiple media approaches to secure gifts (email, social networks, video, text messaging, direct mail)

Trends:

More donors but smaller average gift size (a recession effect)

Email open rates are slipping but

Email is still the leading tool for raising gifts online

Charities are using multiple media approaches to secure gifts (email, social networks, video, text messaging, direct mail)

4. FUNDRAISING & DEVELOPMENT Optimizing Online Giving: Use tool(s) that support: Organizational fundraising & peer-to-peer fundraising One-time & recurring donations Best Practices: Provide giving levels or membership values vs. a single box to enter a gift amount Ask for as little information as possible to process the gift Give supporters personal fundraising tools – ROI is better when friends ask friends Use source codes to track performance Be Timely , Urgent , or Goal-Oriented in appeals

Optimizing Online Giving:

Use tool(s) that support:

Organizational fundraising & peer-to-peer fundraising

One-time & recurring donations

Best Practices:

Provide giving levels or membership values vs. a single box to enter a gift amount

Ask for as little information as possible to process the gift

Give supporters personal fundraising tools – ROI is better when friends ask friends

Use source codes to track performance

Be Timely , Urgent , or Goal-Oriented in appeals

5. WORD-OF-MOUTH MARKETING Enable your constituents to do the talking: “ Share” Tools Social networks Find and cultivate influencers Engage followers/fans into discussion/action vs. just pushing information at them Repurpose social network activity on website & blog

Enable your constituents to do the talking:

“ Share” Tools

Social networks

Find and cultivate influencers

Engage followers/fans into discussion/action vs. just pushing information at them

Repurpose social network activity on website & blog

6. COMMUNITY ENGAGEMENT Create Communities: Use social network tools Enable communities to donate, advocate Existing Communities: Become a trusted voice in existing communities Empower constituents to speak on your behalf

Create Communities:

Use social network tools

Enable communities to donate, advocate

Existing Communities:

Become a trusted voice in existing communities

Empower constituents to speak on your behalf

7. RECOGNITION PROGRAMS Make recognition part of your communication plan Use ALL of your communications tools Website Blog posts Thank You tweets Facebook updates Email newsletters

Make recognition part of your communication plan

Use ALL of your communications tools

Website

Blog posts

Thank You tweets

Facebook updates

Email newsletters

8. AUDIENCE EXPANSION Usage: 74% of US (227+ million online)* 72% of Canada (24 million online)* 263 million on MySpace* 250 million on Facebook* 43 million on LinkedIn 40 million on Bebo* 25 million on Twitter* Opportunities: Explore social networks for communities of like-minded people Identify and leverage influencers * Source: Wikipedia

Usage:

74% of US (227+ million online)*

72% of Canada (24 million online)*

263 million on MySpace*

250 million on Facebook*

43 million on LinkedIn

40 million on Bebo*

25 million on Twitter*

Opportunities:

Explore social networks for communities of like-minded people

Identify and leverage influencers

* Source: Wikipedia

9. BRAND AWARENESS Build buzz around a brand Position logo, name, tagline, URL strategically @twitter username Blog name Social media icons PDFs & document downloads Email signatures Web page titles YOUR LOGO

Build buzz around a brand

Position logo, name, tagline, URL strategically

@twitter username

Blog name

Social media icons

PDFs & document downloads

Email signatures

Web page titles

10. SAVE MONEY Free/low cost tools Google Analytics Google Apps Google Sites Google Alerts Video hosting Polling & Advocacy Social networking/community building Social media Email tools Open source platforms

Free/low cost tools

Google Analytics

Google Apps

Google Sites

Google Alerts

Video hosting

Polling & Advocacy

Social networking/community building

Social media

Email tools

Open source platforms

NEXT STEPS

NEXT STEPS

A STRATEGIC EPHILANTHROPY APPROACH

SEEING IT COME TOGETHER

THANK YOU!

THANK YOU!