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Judys Louisville AFP Presentation

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What's new online?

What's new online?

Published in: Spiritual, Business

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  • Transcript

    • 1. Judy Nash eTapestry What’s New Online?? Strategies to Build Success
    • 2. For your consideration…
    • 3. Your organization Clients Partners Staff Board Volunteers Time Money Competitors
    • 4.
      • “ 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 Brinzel
    • 5. The Rules Still Apply (It’s all about relationships… not technology)
    • 6. *Estimates provided by ePhilanthropy Foundation Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005 = $4.53 Billion Estimate of Giving in 2006 = $8.15 Billion Online Giving Estimates*
    • 7.
      • Source: Giving USA Foundation – AAFRC Trust for Philanthropy
      Individuals $222.89 75.6% Foundations $36.50 12.4% Bequests $22.91 7.8% Corporations $12.72 4.3% 2006 charitable giving Total = $295.02 billion
    • 8.
      • “ If you want milk from a cow, you don’t send it a letter.”
      • Jerry Panas
    • 9.
      • Know the DIFFERENCE
      How To Succeed Online
    • 10. Be Like Martha or Oprah
      • Both are Masters of Multi-Channel Marketing!
    • 11.  
    • 12.  
    • 13. 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. Start With A Plan
      • What are the goals?
      • How will we measure success?
      • What are the specific tactics?
      • Do we need any new tools or assistance?
      • Who is responsible for what?
      • Is everyone on the same page?
    • 15.
      • “ 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
    • 16. 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. A “before” and “after” example
    • 18. Privacy
      • DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website
      http://www.the-dma.org/privacy/creating.shtml
    • 19. Needle in a Needle Stack
    • 20. Breakthrough the Clutter
    • 21. Advanced Email Database Ecommerce Website Keeping it simple
    • 22. INTEGRATION is the KEY! Next Steps
    • 23. 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. The Message & The Medium
      • Each medium has a style that works best
      • Audiences are different
      • Messages don ’ t need to be identical
      • Develop campaigns or themes
      • Test!
    • 25.
      • “ He that is good with a hammer tends to think everything is a nail.”
      • -Abraham Maslow
    • 26. Integrate Online and Offline Appeals
      • Mention Benefits & Ease Of Online Contributions
    • 27. Use E-Mail & Direct Mail Together
    • 28. Email Telemarketing
    • 29. A Targeted Approach
    • 30. Personalized Fundraising Pages Peer Fundraising Online
    • 31. Results: Personalized Event Fundraising
      • Average volunteer sends over 30 emails
      • One in four emails sent by a volunteer results in a donation
      • Average online gift is $59 which is a 50% increase over the average off-line gift
      • Many volunteers reach their stated FR Goal!
    • 32. Personalized Event Fundraising
    • 33. Build a Community
    • 34. Keys To Success
      • Plan
      • Take an Integrated Approach
      • Timely & Focused - Act Quickly When Needed
      • Test Something New All The Time
      • Get “Buy In” Organization-Wide
      • Think Targeted One-To-One Marketing
      • People Give to People
      • Have Fun!!!!
    • 35. What it is and What it Can Mean to Your Organization? Web 2.0
    • 36. 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.
    • 37. Web 1.0 vs. Web 2.0
    • 38. Web 1.0 vs. Web 2.0
      • Web 1.0 was about reading, Web 2.0 is about writing
      • Web 1.0 was about organizations, Web 2.0 is about communities
      • Web 1.0 was about home pages, Web 2.0 is about blogs
      • Web 1.0 was about portals, Web 2.0 is about RSS
      • Web 1.0 was about wires, Web 2.0 is about wireless
      • Web 1.0 was about owning, Web 2.0 is about sharing
      • Web 1.0 was about web forms, Web 2.0 is about web applications
      • Web 1.0 was about dialup, Web 2.0 is about broadband
      • Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/
    • 39. 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%
    • 40. 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%
    • 41. Online Video Use has Exploded Source: The Wall St. Journal , 2006
    • 42. 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
    • 43. "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." – Jason Fried, 37 Signals "A lot of our successes don't have anything to do with anything our executives thought were a good idea." – Sergey Brin, Google
    • 44. Social Networking Boom
    • 45. Social Networking Boom 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends
    • 46. Social Networking
    • 47. Social Networking and Video
    • 48. Go to Them (e.g. RSS)
    • 49.  
    • 50.  
    • 51. RSS in Action
    • 52. Video
    • 53. Podcasts  
    • 54. Message Boards
    • 55. Wikipedia Exposure
    • 56. "Do one thing every day that scares you." – Eleanor Roosevelt "We have a strategic plan. It's called doing things." – Herb Kelleher
    • 57. Oprah or Martha Would be Proud!
    • 58. Oprah or Martha Would be Proud!
    • 59. Other Successes . . .
    • 60. Other Successes . . . .
    • 61. "A year from now you may wish you had started today." – Karen Lamb "If you could do tomorrow over again, would you?" – Seth Godin
    • 62. Keys To Success
      • Plan
      • Take an Integrated Approach
      • Timely & Focused - Act Quickly When Needed
      • Test Something New All The Time
      • Get “Buy In” Organization-Wide
      • Think Targeted One-To-One Marketing
      • People Give to People
      • Have Fun!!!!
    • 63. Thank you! Judy Nash [email_address]