A keynote presentation on how nonprofit communications, fundraising, and messaging is changing, given the influence of both the Internet and generational shifts in the U.S. It includes a three-point approach to creating content for integrated campaigns. First presented in this format to AFP's Western Michigan Chapter.
47. Let’s keep in touch! Blog: NonprofitMarketingGuide.com/blog E-News: NonprofitMarketingGuide.com Twitter: kivilm Facebook.com /nonprofitmarketingguide LinkedIn: Kivi Leroux Miller Slideshare: kivilm Email: [email_address] Office: (336) 499-5816
Editor's Notes
Not just words, but the package the message goes in.
Roughly equal to their percentages within the general population, give or take a few percentage points. Younger, more likely, but older generations are catching up.
January 28, 2009 report mostly email use
Facebook is the second most popular site on the Web, second only to Google. YouTube is fifth. (Compete, March 2010) The fastest growing demographic on Facebook is people over 55 (922% growth from Jan. 09 - Jan 2010). Four out of five U.S. adults using the Internet participate socially (creating content or commenting on content created by others, participating in social networking sites).
Online revenue grew 46% in 2009 compared to 2008. 46% of online revenue was processed in the last three months of the year. (Blackbaud) An estimated $4 billion was raised online in 2009, up 33% from 2008, while the number of online donors increased to 110 million, up 24% from 2008. (Convio) Online donations for the first five days after the 2010 Haiti earthquake totaled 19% more than during the same time frame after the December 2004 Asian tsunami and 109% higher than the equivalent following Hurricane Katrina in 2005 (ng to Blackbaud, 8 out 10 American households that are online bank online.
Too much email Fear fraudulent emails Email will be sold Identity theft Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
Speed Efficiency Instant Gratification Efficiency, reduces admin costs for nonprofit Give while you are thinking about it Respond quickly to emergencies or crisis
. You can connect your blog, Facebook, Twitter, etc. to update each other. Think about whether and how that makes sense given the type of content you share, how often, and with whom.
About 80% of first-time donors say that getting a prompt, meaningful thank you and follow-up results, will ensure a second gift. Yet donor attrition between the first and second gift is 65% (“Donor Centered Fundraising, 2003). Donor attrition between first and second gift: 65% Those saying their first gift was not as generous as it could have been: 75% Those saying getting a prompt, meaningful thank you, and follow-up results, will ensure second gift: 80% Reporting back results is more important than individual recognition
Think about how you want people to travel from channel to channel, and what they will see at each stop along the way. For example, if your e-news links to your website, what’s on that landing page? Does that landing page urge visitors to discuss the topic on Facebook or Twitter? If someone starts on Facebook, how are you encouraging them to sign-up for your e-newsletter? Again, it goes back to understanding how to get the most out of each channel.
You’ll learn a great deal from the conversation in social media that you can use to inspire and inform you e-news and web content. For example, a conversation on Twitter can transform into a new update you send out via your e-newsletter. Blog comments can direct updates to other parts of your website.
Qualities of a Good Thank You Note Timely Personalized to Donor How the gift will be used What to expect next – engagement Personalized by Sender
You made my day. I have a great story to share with you. Look what you’ve made possible. I am so thankful for people like you. You’ve given hope to . . .
76% of donors say getting a thank you letter from someone who benefited from the charity’s work was very meaningful. (Burk)