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Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
Asae09 What Ephilanthropy Can Do For You
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Asae09 What Ephilanthropy Can Do For You

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What Ephilanthropy Can Do For You... presented at the ASAE 2009 Conference in Toronto

What Ephilanthropy Can Do For You... presented at the ASAE 2009 Conference in Toronto

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  • 1. 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.
  • 2. ABOUT CHANGING OUR WORLD
  • 3. <ul><li>10 THINGS EPHILANTHROPY CAN DO FOR YOU </li></ul>
  • 4. 10 THINGS <ul><li>Revealing Research </li></ul><ul><li>Constituent Management </li></ul><ul><li>Strategic Communications </li></ul><ul><li>Fundraising </li></ul><ul><li>Word-of-Mouth Marketing </li></ul><ul><li>Community & Engagement around Cause/Issue </li></ul><ul><li>Recognition Programs </li></ul><ul><li>Audience Expansion </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Save Money </li></ul>
  • 5. 1. REVEALING RESEARCH <ul><li>Prospect Research </li></ul><ul><li>Current employer and position </li></ul><ul><li>Board memberships </li></ul><ul><li>Personal interests </li></ul><ul><li>Recent travels </li></ul><ul><li>Charities/causes currently supported </li></ul><ul><li>Home value </li></ul><ul><li>Political giving & affiliations </li></ul>
  • 6. 1. REVEALING RESEARCH <ul><li>Competitor Research </li></ul><ul><li>Website traffic </li></ul><ul><li>Social Media traffic </li></ul><ul><li>Online advertising </li></ul><ul><li>Keywords/Search Engine Optimization </li></ul><ul><li>Sector Benchmarks </li></ul><ul><li>Website traffic </li></ul><ul><li>Email open/action rates </li></ul><ul><li>Online fundraising targets </li></ul>
  • 7. 2. CONSTITUENT MANAGEMENT <ul><li>Database Management </li></ul><ul><li>House all constituents in a single system </li></ul><ul><li>Track giving patterns (online & offline) </li></ul><ul><li>Store AND use email for personalized communications </li></ul><ul><li>Segment on campaign interests & giving histories </li></ul>One-time vs. recurring donors Interests Active vs. lapsed donors/members Donors vs. non-donors Location Age/Sex Membership Length
  • 8. 3. STRATEGIC COMMUNICATIONS <ul><li>Diverse tools and tactics for one-to-one , one-to-many , and many-to-many communications </li></ul><ul><li>Be Timely , Urgent , or Goal-Oriented in messages </li></ul><ul><li>Schedule & coordinate direct mail with email, social media, website, blog, etc… </li></ul><ul><li>Resend email to non-responders </li></ul><ul><li>Send custom/personalized messages to your segments (these will often perform better) </li></ul><ul><ul><li>TIP: You do NOT have to email everyone all the time </li></ul></ul><ul><ul><li>Customize giving levels/asks based on constituent history </li></ul></ul>NPO
  • 9. 4. FUNDRAISING & DEVELOPMENT <ul><li>Background: </li></ul><ul><li>Online giving is a small percent (typically 3-5%) of overall total giving </li></ul><ul><li>Studies show that major donors use the Internet to research charities before making giving decisions </li></ul><ul><li>57% of organizations taking part in the Wired Wealth Report* say their organization has received online donations of $1,000 or more </li></ul><ul><ul><li>* The Wired Wealthy Using the Internet to Connect with Your Middle and Major Donors (March 2008) </li></ul></ul><ul><ul><li>**Giving USA 2007 </li></ul></ul>Giving by Source**
  • 10. 4. FUNDRAISING & DEVELOPMENT <ul><li>Trends: </li></ul><ul><li>More donors but smaller average gift size (a recession effect) </li></ul><ul><li>Email open rates are slipping but </li></ul><ul><ul><li>Email is still the leading tool for raising gifts online </li></ul></ul><ul><li>Charities are using multiple media approaches to secure gifts (email, social networks, video, text messaging, direct mail) </li></ul>
  • 11. 4. FUNDRAISING & DEVELOPMENT <ul><li>Optimizing Online Giving: </li></ul><ul><li>Use tool(s) that support: </li></ul><ul><ul><li>Organizational fundraising & peer-to-peer fundraising </li></ul></ul><ul><ul><li>One-time & recurring donations </li></ul></ul><ul><li>Best Practices: </li></ul><ul><ul><li>Provide giving levels or membership values vs. a single box to enter a gift amount </li></ul></ul><ul><ul><li>Ask for as little information as possible to process the gift </li></ul></ul><ul><ul><li>Give supporters personal fundraising tools – ROI is better when friends ask friends </li></ul></ul><ul><ul><li>Use source codes to track performance </li></ul></ul><ul><ul><li>Be Timely , Urgent , or Goal-Oriented in appeals </li></ul></ul>
  • 12. 5. WORD-OF-MOUTH MARKETING <ul><li>Enable your constituents to do the talking: </li></ul><ul><li>“ Share” Tools </li></ul><ul><li>Social networks </li></ul><ul><ul><li>Find and cultivate influencers </li></ul></ul><ul><ul><li>Engage followers/fans into discussion/action vs. just pushing information at them </li></ul></ul><ul><ul><li>Repurpose social network activity on website & blog </li></ul></ul>
  • 13. 6. COMMUNITY ENGAGEMENT <ul><li>Create Communities: </li></ul><ul><li>Use social network tools </li></ul><ul><li>Enable communities to donate, advocate </li></ul><ul><li>Existing Communities: </li></ul><ul><li>Become a trusted voice in existing communities </li></ul><ul><li>Empower constituents to speak on your behalf </li></ul>
  • 14. 7. RECOGNITION PROGRAMS <ul><li>Make recognition part of your communication plan </li></ul><ul><li>Use ALL of your communications tools </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Blog posts </li></ul></ul><ul><ul><li>Thank You tweets </li></ul></ul><ul><ul><li>Facebook updates </li></ul></ul><ul><ul><li>Email newsletters </li></ul></ul>
  • 15. 8. AUDIENCE EXPANSION <ul><li>Usage: </li></ul><ul><li>74% of US (227+ million online)* </li></ul><ul><li>72% of Canada (24 million online)* </li></ul><ul><li>263 million on MySpace* </li></ul><ul><li>250 million on Facebook* </li></ul><ul><li>43 million on LinkedIn </li></ul><ul><li>40 million on Bebo* </li></ul><ul><li>25 million on Twitter* </li></ul><ul><li>Opportunities: </li></ul><ul><li>Explore social networks for communities of like-minded people </li></ul><ul><li>Identify and leverage influencers </li></ul><ul><li>* Source: Wikipedia </li></ul>
  • 16. 9. BRAND AWARENESS <ul><li>Build buzz around a brand </li></ul><ul><li>Position logo, name, tagline, URL strategically </li></ul><ul><ul><li>@twitter username </li></ul></ul><ul><ul><li>Blog name </li></ul></ul><ul><ul><li>Social media icons </li></ul></ul><ul><ul><li>PDFs & document downloads </li></ul></ul><ul><ul><li>Email signatures </li></ul></ul><ul><ul><li>Web page titles </li></ul></ul>YOUR LOGO
  • 17. 10. SAVE MONEY <ul><li>Free/low cost tools </li></ul><ul><li>Google Analytics </li></ul><ul><li>Google Apps </li></ul><ul><li>Google Sites </li></ul><ul><li>Google Alerts </li></ul><ul><li>Video hosting </li></ul><ul><li>Polling & Advocacy </li></ul><ul><li>Social networking/community building </li></ul><ul><li>Social media </li></ul><ul><li>Email tools </li></ul><ul><li>Open source platforms </li></ul>
  • 18. <ul><li>NEXT STEPS </li></ul>
  • 19. A STRATEGIC EPHILANTHROPY APPROACH
  • 20. SEEING IT COME TOGETHER
  • 21. <ul><li>THANK YOU! </li></ul>

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