Afp 2010

AFP 2010 Supersize My Online Savvy Katya Andresen, Network for Good www.networkforgood.org | www.nonprofitmarketingblog.com Twitter: katyaN4G www.fundraising123.org for the eBook

Why do we give?
When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act?

Why do we NOT give?
When was the last time you ignored an appeal?
Credit: Mel Toledo, Flickr

What did we just learn?

The most important lesson of online outreach
See through the eyes of your audience and you will see very clearly what you need to do!
Credit: Suzee Que, Flickr

Where we stand with online giving

Most giving is INDIVIDUAL Source: Giving USA 2009
Total giving estimated at $307.65 billion
Decrease of 2% from 2007 (first decline since 1987)

Most giving is down
2009 giving down 9-11%
Foundation giving down 9-13% (Foundation Center, GuideStar)

What’s the good news?
Online giving up in 2009: 60% at NFG; about 20% for our average nonprofit

Give online outreach a chance
It’s growing
Youngish: 39 year old donors
Generous: Who give $130
Good for small orgs: Levels digital playing field for small nonprofits
Recurring giving: 20% gifts
Prevalent: 65% of donors research online

No magic button… you need marketing “ Broken Button”Fotofigg, Flickr

The four questions
Why me?
What for?
Why now?
Who says?

The 10 Ways to Amp Up Your Website
An emotionally engaging image or statement
A 2-second statement that instantly conveys who you are and what you do
Clear, intuitive navigation
A quick case on why you’re an organization that visitors should want to support
A quick way to capture people whose interest has been captured (like an email signup)

Your Website
6. A big donate button for people ready to give
7. Third-party endorsement from a rating organization or trusted source
8. Information on where donations go
9. Engagement opportunities
10. Portable elements and social media links

11 Ways to Amp Up Your Donate Page
One clear call to action on your donate form (Donate! Or, become a member!)
Compelling yet brief copy on the donation form that emphasizes your mission is critical
Copy is in a font size that is easy for people over 50 to read
Recurring gifts well positioned
Short donation forms – the more fields to fill out, the higher the abandon rate.

6. Automatic email tax receipts once the gift is made
7. Opt-in for hearing from you again/email sign-up
8. The ability to place web analytics on your form so you know what people do when they’re there
9. The ability to set and test different donation amounts
10. Options to accept recurring gifts
11. Tell a Friend
11 Ways to Amp Up Your Donate Page

9 Ways to Amp Up Your Email
Does your subject line entice readers to open?
Are you making the most of the preview pane?
Is your email easy on the eyes?
Does the message come through, even if the images don’t?
Does this email have a personal touch?

9 Ways to Amp Up Your Email
6. Are you being CAN-SPAM compliant?
7. Do you have permission to email everyone on your contact list?
8. Are you incorporating what you learned from your last email campaign?
9. Have you tested any part of your email message?

What is Web 2.0 Anyway? And how do you feel about it?

Brian Solis of PR 2.0

Mashup!

You can excel at this.
Because you are already doing the most important part: the human part.
This is about bonds, not wires.
FacesofMillions.com

What I Want to Share with You
What is Web 2.0/social media anyway?
Absolutely essential guiding principles
What to do, What to avoid

My Definition of Web 2.0
It’s about people wanting to be seen and heard .
And to connect with others.

The Official Definition (thanks, Wikipedia)
“ Web 2.0 is a living term describing changing trends… It does not refer to an update to any technical specifications, but to changes in the ways ( people ) use the Web.”

Brian Solis of PR 2.0

Someone for everyone

No, Seriously: Everyone

Very Human Needs at Work Here
To be HEARD
To be CONNECTED to others
To be part of SOMETHING GREATER THAN THEMSELVES
The security of TRUST

We have to change our paradigm Web 1.0 : Launch and walk away Web 2.0 : Engagement!

We’re not in charge any more.

A little scary, a lot wonderful
Not about them coming to us
No control
No mothership (Clay Shirky)
New messengers

We need to engage.
Because it is close to pervasive
Because it is powerful – relationship and conversation based
Because it puts word of mouth on steroids
Because the price is right (though the time investment is considerable)
Because there are many amazing, passionate, mobilized people! You have an army of Davids.

Most nonprofits are now at least dabbling in social networking
Of charities surveyed….
74% have a presence on Facebook, average community size is 5,391
80% are committing at least ¼ of an employee
30% have built one or more house social networks
Source: Common Knowledge and ThePort Network Study

Getting the culture Seth Godin: Flipping the Funnel

Listen, listen, follow
This is not a message delivery vehicle
It is a conversation
Listening tells you how your audience is using social media and gives you clues as to how to proceed
Listening is appreciated, deeply

Be Authentic

Flip the funnel (and control)

We are NOT the best messengers
76% of givers are motivated by friends and family, says Cone
65% of internet users trust friends and user forums more than any other media*
It’s okay to relinquish control of the message
These people are experts at speaking about your cause to their friends and family
Source: TNS Media Intelligence Survey, eMarketer

What You Can Do

1. Listen

From a presentation by Charlene Li, author, Groundswell

2. Share and start playing in THEIR space

3. Define Your Desired Outcome
Who are you trying to reach?
What do you want them to do?
Do some basic marketing planning and set some goals

Page Impressions, Visits, Unique Visitors
Time Spent, Pages per visitor
Emails opened, click-throughs
Videos viewed, audio plays
Engagement & Reach
Number of Mentions, Posts, Comments
Recommendations
Mentions-per-user
Send This To A Friend
Inbound links
Word of Mouth
Offline media mentions
Online media mentions
Earned Media
Higher search results
Greater search results “share”
3 rd party results
Customer/stakeholder feedback
Product sampling
Research Search Visibility Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com Know what the point is!

4. Decide if Social Networking Will Get You There
Don’t put the cart
before the horse

5. Borrow Your Tools
Social networks
Widgets
Blogs
Change.org SixDegrees

6. Find Your Wired Fans
Wired fundraiser noun (wīr’d fŭnd'rā'zər) Someone who is relatively tech-savvy, spends a decent amt. of time online, and has a built-in network.
Word of mouth maven
Emotional connection, passionate
Active connecters, sphere of influence
Could be new to fundraising or dabblers
Tech savvy
Young 20-40yrs

7. Think Like the Marine Corps
The few the proud
Not every wired person is a champion
5% of your donors might be ü ber-activists

8. Crawl before you run
Listen first
Set small, simple goals so you know if you are succeeding (or not)
Have a qualified staff member who can commit the time – and give them a policy

9. Have a policy!
Engage in a discussion -- policy creation process itself makes you think and increase understanding among staff
Be clear upfront
Address who responds to conversation and how
Protect your brand by training your staff/volunteers
Identify which platforms you get active on, and how?
Specify the types of social media that is ok to do at work
Consult sample policies
Based on guidelines from Beth Kanter and Nancy Schwartz

10. Measure and Monitor! Nigel: "What we do is if we need that extra push over the cliff, you know what we do?" Marty: "Put it up to eleven." Nigel: "Eleven. Exactly. One louder." Marty: "Why don't you just make ten louder and make ten be the top number and make that a little louder?" Nigel: “[pause] These go to eleven."

Page Impressions, Visits, Unique Visitors
Time Spent, Pages per visitor
Emails opened, click-throughs
Videos viewed, audio plays
Engagement & Reach
Number of Mentions, Posts, Comments
Recommendations
Mentions-per-user
Send This To A Friend
Inbound links
Word of Mouth
Offline media mentions
Online media mentions
Earned Media
Higher search results
Greater search results “share”
3 rd party results
Customer/stakeholder feedback
Product sampling
Research Search Visibility Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com How are you doing vs. goals?

11. Plug in your supporters
Add an area to your website
Starter text
Images
Video links
Testimonials
Keep people aware of upcoming events
Thank people and give regular updates

What NOT to do: 6 pitfalls
Trying to control it
Going wild west – get ground rules!
Taking a self-important, promotional “broadcast” approach
Seeing dollar signs only
Failing to set goals – do what with whom?
Quitting when we mess up – they are lessons, not mistakes

Questions
Katya Andresen
[email_address] [email_address]
888.284.7978
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
My take – www.nonprofitmarketingblog.com

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Afp 2010

by katyaa on Apr 13, 2010

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Afp 2010 — Presentation Transcript