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Afp 2010

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  • How can we connect Reward in return for action Make it memorable Examples (L’Oreal and food speech) Exercise with 2 messages and audiences
  • Third and fourth bullets are the focus/meat of the presentation
  • This is just a quick review and reminder of why people get involved – what’s their motivation
  • Model has evolved with basic human needs
  • Obviously you care enough to be here; now we want you to get your feet wet
  • Check if folks know the Motrin story
  • New word! Add to jargon list! Astroturfing STOP! TIME CHECK! Now that we’ve been hanging out in the academic ether for awhile, let’s move on to a real example
  • Reason: what we know to be true (Godin) Google alert (celebrities do that, apparently!)  all he saw was Six Degrees (no affiliation) Wanted to do something good with something already being used/talked about Combine obsession with celebrities, growing trend of online giving and knowledge of ppl wanting to be seen/heard Become a celebrity for your cause
  • Stacie:
  • Personal networking at work (Basic social and communication skills) Social media Start with listening Build trust Amplify your message THIS IS THE ENTRY POINT TO SOCIAL NETWORKING; IF YOU DO ONE THING, MAKE IT BE A GOOGLE ALERT
  • Personal networking at work (Basic social and communication skills) Social media Start with listening Build trust Amplify your message THIS IS THE ENTRY POINT TO SOCIAL NETWORKING; IF YOU DO ONE THING, MAKE IT BE A GOOGLE ALERT
  • Volunteers, Board members, etc. Build a relationship with them so they’ll activate their own networks
  • This is NOT ad-buying The chief reason we encourage engaging in SN is because it’s free and effective at amplifying your message It’s taken us a long time to build up credible, authoritative profiles and groups on sites like Care2 , Digg , Facebook , Flickr , and StumbleUpon – a lot of our initial efforts weren’t exactly home runs – but now that we’ve laid the foundation, we can get a huge response from these networks for our campaigns……The case I’m making now is not one about how good we can do if we get involved with social media, but how much better we can do if we get even more involved. -Interview with Jonathon Colman: Social Media Secrets from a Green Geek
  • Transcript

    • 1. 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
    • 2. 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?
    • 3. Why do we NOT give?
      • When was the last time you ignored an appeal?
      Credit: Mel Toledo, Flickr
    • 4. What did we just learn?
    • 5. 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
    • 6. Where we stand with online giving
    • 7. Most giving is INDIVIDUAL Source: Giving USA 2009
      • Total giving estimated at $307.65 billion
      • Decrease of 2% from 2007 (first decline since 1987)
    • 8. Most giving is down
      • 2009 giving down 9-11%
      • Foundation giving down 9-13% (Foundation Center, GuideStar)
    • 9. What’s the good news?
      • Online giving up in 2009: 60% at NFG; about 20% for our average nonprofit
    • 10. 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
    • 11. No magic button… you need marketing “ Broken Button”Fotofigg, Flickr
    • 12. The four questions
      • Why me?
      • What for?
      • Why now?
      • Who says?
    • 13. 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)
    • 14. 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
    • 15. 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.  
    • 16.
      • 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
    • 17. 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?
    • 18. 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?
    • 19. What is Web 2.0 Anyway? And how do you feel about it?
    • 20. Brian Solis of PR 2.0
    • 21.  
    • 22. Mashup!
    • 23. 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
    • 24. 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
    • 25. My Definition of Web 2.0
      • It’s about people wanting to be seen and heard .
      • And to connect with others.
    • 26. 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.”
    • 27. Brian Solis of PR 2.0
    • 28. Someone for everyone
    • 29. No, Seriously: Everyone
    • 30. 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
    • 31. We have to change our paradigm Web 1.0 : Launch and walk away Web 2.0 : Engagement!
    • 32. We’re not in charge any more.
    • 33. A little scary, a lot wonderful
      • Not about them coming to us
      • No control
      • No mothership (Clay Shirky)
      • New messengers
    • 34. 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.
    • 35. 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
    • 36. Getting the culture Seth Godin: Flipping the Funnel
    • 37. 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
    • 38.  
    • 39. Be Authentic
    • 40. Flip the funnel (and control)
    • 41. 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
    • 42. What You Can Do
    • 43. 1. Listen
    • 44. From a presentation by Charlene Li, author, Groundswell
    • 45. 2. Share and start playing in THEIR space
    • 46. 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
    • 47.
      • 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!
    • 48. 4. Decide if Social Networking Will Get You There
      • Don’t put the cart
      • before the horse
    • 49. 5. Borrow Your Tools
      • Social networks
      • Widgets
      • Blogs
      Change.org SixDegrees
    • 50. 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
    • 51.  
    • 52. 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
    • 53.  
    • 54. 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
    • 55.  
    • 56. 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
    • 57. 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."
    • 58.
      • 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?
    • 59. 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
    • 60. 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
    • 61. 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