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Slide 1: Katya Andresen Robin Hood Marketing 9th SEA Summit March 11, 2008 1 www.networkforgood/npo

Slide 2: Everything I say today is online now… • The presentation and the Wired Fundraiser paper are at www.nonprofitmarketingblog.com under “workshops” • Or just give me your address and I’ll email you the links plus useful resources AND send you weekly tips 2 www.networkforgood/npo

Slide 3: A question for you • 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 www.networkforgood/npo

Slide 4: Mission statements aren’t the answer. 4 www.networkforgood/npo

Slide 5: So what is the answer? 5 www.networkforgood/npo

Slide 6: The right way to answer 6 www.networkforgood/npo

Slide 7: The kitchen sink is not the answer. 7 www.networkforgood/npo

Slide 8: The Answer Is: Looking at the world from the point of view of our audience rather than our own. This is especially true online.

Slide 9: Web 2.0, Social Networking, Blogging….. It’s just people who want to be: • Heard • Seen • Connected to others like them An audience-centric approach has never been more important. 9 www.networkforgood/npo

Slide 10: Agenda: • The four questions you must answer to successfully market your enterprise or organization • Navigating Web 2.0: five action items • Q&A 10 www.networkforgood/npo

Slide 11: Four Parts of Audience-Based Message For partners, customers, donors, ALL online… • Why me? • What for? • Why now? • Who says? 11 www.networkforgood/npo

Slide 12: Why me? 12 www.networkforgood/npo

Slide 13: Why me: speak to THEIR values CONNECT TO: • To their existing values • To their existing feelings • To their existing desires 13 www.networkforgood/npo

Slide 14: What Are Their Values? • Rest/sleep • Self-improvement • Convenience • Beauty/physical appeal • Comfort • Pride of ownership • Health and well-being • Independence • Time • Privacy • Safety • Conformity • Security • Achievement • Predictability • Style • Control • Social status • Pleasure • Admiration • Fun • Approval • Excitement/thrills • Attention • Love • Profit • Sexual fulfillment • Savings • Friendship • Power • • Hope Emotional support • • Happiness Participation 14 www.networkforgood/npo

Slide 15: The Cold Hard Truth about Values • They may change, but we can’t change them • So don’t bother trying • Identify and appeal to what’s already there • Group audiences (for example, donors) by their values in order to get the best chance of connecting (“segmenting”) • Serve it up like a snack, not a meal 15 www.networkforgood/npo

Slide 16: The story of my sock drawer 16 www.networkforgood/npo

Slide 17: What are the values of… People buying socks during the Great Depression? 17 www.networkforgood/npo

Slide 18: Moral of the Story Show how you connect to your audience’s values, and adorn that connection in gold thread. It must be that obvious. 18 www.networkforgood/npo

Slide 19: What for? 19 www.networkforgood/npo

Slide 20: What for? • What’s in it FOR THEM personally? • What do they get out of it? • What good will come about BECAUSE OF THEM? • Where does THEIR MONEY go? • What’s the impact of THEIR ACTION? • What will happen if THEY COVER THE STORY? 20 www.networkforgood/npo

Slide 21: It’s not about our organization. It’s about what we do for our audience. 21 www.networkforgood/npo

Slide 22: What’s in it for them? A reward that is: • Immediate • Personal (not collective) • Reflective of audience values • Better than competing benefits (messages) • Credible • Not necessarily highly relevant to our cause 22 www.networkforgood/npo

Slide 23: Suburbanites • Land conservation: What’s in it for them? 23 www.networkforgood/npo

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Slide 25: Why now? 25 www.networkforgood/npo

Slide 26: Why now? • It’s an emergency 26 www.networkforgood/npo

Slide 27: Why now? The Disaster/December Answer 27 www.networkforgood/npo

Slide 28: But what if someone’s life is not at stake? • There’s a deadline • Something important is at stake • This is new and different 28 www.networkforgood/npo

Slide 29: A very true, somewhat embarrassing story Why me, why now, what for? 29 www.networkforgood/npo

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Slide 32: Fixing the broken button 32 www.networkforgood/npo

Slide 33: blank Who Says? The newest question 33 www.networkforgood/npo

Slide 34: Who says: the Internet has changed this forever 34 www.networkforgood/npo

Slide 35: Who says? • 76% of givers are motivated by friends and family, says Cone • Word of mouth also most important for buyers • Our fans may be better messengers than we are 35 www.networkforgood/npo

Slide 36: The Wired Champion http://www.cnn.com/2007/LIVING/10/09/bacon.heroes/index.html#cnnSTCVideo 36 www.networkforgood/npo

Slide 37: Embrace the wired fundraiser. 37 www.networkforgood/npo

Slide 38: Taking it web 2.0 38 www.networkforgood/npo

Slide 39: What you need to know • The way we use the Internet is changing • The old model is turning inside out • Fundraising is moving online • We’re not the only messengers, fortunately 39 www.networkforgood/npo

Slide 40: On the web: millions of passionate constituencies 40 www.networkforgood/npo

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Slide 42: Action #1: Find your constituency. Listen. • technorati.com • google.com/alerts • facebook.com • myspace.com 42 www.networkforgood/npo

Slide 43: Google Alerts 43 www.networkforgood/npo

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Slide 46: Action #2: Make a goal. • Don’t do it because you feel like you should. Do it because it makes sense. 46 www.networkforgood/npo

Slide 47: Action #3: Engage in authentic conversation. 47 www.networkforgood/npo

Slide 48: #4: Ask your supporters to help. 48 www.networkforgood/npo

Slide 49: (Not just with their wallets) 49 www.networkforgood/npo

Slide 50: #5: Think portable in all you do online. • Go to them: to have a conversation • Go to them: in your content (RSS) • Go to them: sign-ups on your page that can yield regular touchpoints with things of value 50 www.networkforgood/npo

Slide 51: What now? You have your four questions to answer. You have your five actions to take. How do you feel? 51 www.networkforgood/npo

Slide 52: You can do it! 52 www.networkforgood/npo

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Slide 56: Online donations 56 www.networkforgood/npo

Slide 57: Resources • Robin Hood Marketing • www.nonprofitmarketingblog.com • www.fundraising123.org • Me: robinhood@networkforgood.org 57 www.networkforgood/npo

Slide 58: Q&A