Online Marketing Tools for Land Trusts


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Presentation given at the Southeast Land Trust Conference in Montreat, NC March 27, 2008

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  • Online Marketing Tools for Land Trusts

    1. 1. Using Online Tools to Market Your Land Trust Presented by Kivi Leroux Miller Southeast Land Trust Conference March 2008, Montreat, NC
    2. 2. Me Online
    3. 3. You Are Already Online Whether You Know It or Not!
    4. 4. Nonprofits Are Also Here
    5. 5. Who Else Is Online? Source: Pew Internet & American Life Project Tracking Surveys
    6. 6. What Are We Doing? Source: Pew Internet & American Life Project Tracking Surveys 91% Use a search engine 83% Research interests 71% Get news 36% Use Wikipedia Getting Answers
    7. 7. What Are We Doing? Source: Pew Internet & American Life Project Tracking Surveys 66% Buy a product 53% Banking 18% Donate to charity Spending Money
    8. 8. What Are We Doing? Source: Pew Internet & American Life Project Tracking Surveys 32% Rate product, service or person 22% Post comments to website, blog or photo site Sharing Opinions
    9. 9. What Are We Doing? Source: Pew Internet & American Life Project Tracking Surveys 92% E-mail 48% Watch a video 35% Texting on a cell 16% Social networking sites Connecting & Conversing
    10. 10. . . . and Raising $$$ for You?
    11. 11. It’s Not Just for Big, National Orgs!
    12. 12. Small, Grassroots Wins!
    13. 13. Slide borrowed from Beth Kanter --
    14. 14. <ul><li>Don’t wait for Gen X and Gen Y to age. </li></ul>What Are You Waiting For? Get ready now – The ol’ folk will get new tools.
    15. 15. What You Get Out of It Flickr: shira golding
    16. 16. <ul><li>It’s Still a Conversation. </li></ul><ul><li>It’s Still a Relationship. </li></ul><ul><li>It’s Just with New Tools </li></ul>Same Work; New Space Flickr: Sister72
    17. 17. Web 2.0 Makes This Easier Patron Participant Page Viewer Researching, reading, lurking Commenting, posting, subscribing, tagging, following Volunteering, donating, evangelizing But You Have to Let Go to Get the Best Results!
    18. 18. Patrons Raise Friends & Funds
    19. 19. Show & Tell Lightening Round! Online Community Building Tools Here’s Where We Went, If You Are Looking at This Later . . . For Your Website/Blog: Flickr Badges – Your Photos and Theirs YouTube (on TNC site and YouTube) – Share Presentations – Take People with You Blogging: Blogger or – You’re blogging in minutes Social Media: Digg and StumbleUpon – Huge traffic HSUS LOL Seals on and Flickr Land Trust Marketing Wiki Social Networking: Facebook Profiles for Land Trusts, Conversation with TNC’s J. Coleman Eons – Boomer Social Network LinkedIn Answers - on Land Trust Websites – new on the scene Twitter – Professional development Mobile Tools: Utterz – Reporting live with photos/audio FishPhone – The future on the phone?
    20. 20. It’s All About Them, Not You!
    21. 21. Five-Step Online Strategy
    22. 22. <ul><li>If Your Website Sucks, Fix It </li></ul>Flickr: bqw
    23. 23. <ul><li>Domain Name Make Sense? </li></ul><ul><li>Know Where Am I? </li></ul><ul><li>Clear Path for Top Questions/Actions? </li></ul><ul><li>Images? </li></ul><ul><li>Donate Online? </li></ul><ul><li>Email Capture? </li></ul><ul><li>People Featured? </li></ul><ul><li>Stories on Need or Success? </li></ul><ul><li>Easy to Contact Staff? </li></ul><ul><li>Google Keywords on Target? </li></ul>10-Point Basic Website Check
    24. 24. <ul><li>Build Your Email & RSS Lists Everywhere, All the Time </li></ul>Flickr: fuzzyjay
    25. 25. <ul><li>Create Tools and Great Content for Your Biggest Fans </li></ul>Flickr: brendio
    26. 26. <ul><li>Dip into Social Media – But Dive into One Tool </li></ul>Flickr: emutree
    27. 27. <ul><li>Measure, Learn and Adjust </li></ul>Flickr: hoyasmeg
    28. 28. <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Learn More
    29. 29. Will You Get on Board? Flickr: imageMD