Online Marketing Basics for Nonprofits: From Email to Social Media Presented by Kivi Leroux Miller Hosted by the National Association of Child Care Resource and Referral Agencies

Me Online

You Are Already Online Whether You Know It or Not!

Nonprofits Are Also Here

Who Else Is Online? Source: Pew Internet & American Life Project Tracking Surveys

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

What Are We Doing? Source: Pew Internet & American Life Project Tracking Surveys 66% Buy a product 53% Banking 18% Donate to charity Spending Money

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

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

. . . and Raising $$$ for You?

Anyone Can Do It!

It’s Not Just for Big, National Orgs!

This is Web 2.0 Flickr: fuzzyjay Flickr: subramanyan

Web 2.0 Makes This Easier Patron (volunteering, donating) Participant (uses services, events) Page Viewer (newsletter reader) Researching, reading, lurking Commenting, posting, subscribing, tagging, following, linking advocating, donating, evangelizing But You Have to Let Go to Get the Best Results!

Online Marketing Gives People Control We are all super busy, and so are the people we want to reach. Good online marketing lets people connect with you on THEIR terms.

Web 2.0 Empowers People to Help You

Same Work; New Spaces You are still building personal relationships. It’s Just with New Tools Flickr: Sister72

You are still building personal relationships.

It’s Just with New Tools

So, how do we make this work for us?

Imagine a Tree . . . Your Website

Your Website Your Email Newsletter

Your Website Your Email Newsletter This is Web 1.0. This is the baseline for a nonprofit’s online marketing program.

Now it’s time to plant some acorns . . . Your Website Your Email Newsletter Social Media (Flickr, YouTube) Social Networks (Facebook, MySpace) Your Blog

. . . and see what grows! This is Web 2.0. Your Website Your Email Newsletter Social Media (Flickr, YouTube) Social Network (Facebook, MySpace) Your Blog

Your Website Your Email Newsletter Social Media (Flickr, YouTube) Social Network (Facebook, MySpace) Your Blog Build a community around your cause, where everything is connected and people can enter at different places.

Show & Tell Lightening Round Blogging Social Bookmarking Social Media: Interactive Imagery Social Networking for Nonprofits

Blogging

Social Bookmarking

Social Media: Interactive Imagery

Social Networking for Nonprofits

Easy Blogging Tools

RSS: How People Subscribe to Blogs

Where to Find Nonprofit Blogs Nonprofit Blog Exchange Chronicle of Philanthropy’s Give & Take Alltop’s Nonprofit Page www.delicious.com/ecoscribe/nonprofit-blogs

Nonprofit Blog Exchange

Chronicle of Philanthropy’s Give & Take

Alltop’s Nonprofit Page

www.delicious.com/ecoscribe/nonprofit-blogs

“ Insider” Blogging

“ Advocacy” Blogging

“ Outsider” Blogging

CCR&R Blogging Niches What Works for Working Parents Daycare in the Dakotas Ready, Set, Kindergarten! Flickr: wiccked

What Works for Working Parents

Daycare in the Dakotas

Ready, Set, Kindergarten!

Benefits of Blogging “ Short and sweet” is great. Search engines love blogs. Can even replace website and e-newsletter. CafePress.com

“ Short and sweet” is great.

Search engines love blogs.

Can even replace website and e-newsletter.

Social Bookmarking - Resources

Social Bookmarking - News

Social Bookmarking - Reviews

CCR&R Social Bookmarking Niches Sharing the Best New Resources from All Over Finding and Categorizing News Items Flickr: jerryzurek

Social Media: Deck Out Your Website or Blog . . . And Start Some Conversations!

Flickr: Add Rotating Photos

Flickr: Add Rotating Photos

The Nature Conservancy – Photo Contest

Every Child Matters in Nevada

Video from YouTube

Every Child Matters on YouTube

Slideshare.net

CCR&R Social Media Niches Parent Photographers How-To’s & Online Training Advocacy Campaigns Flickr: Mari & Nacho

Facebook Causes

Facebook Causes

Facebook Causes

Eons.com

Create Your Own Social Network

CCR&R Social Networking Niches Very Specific Advocacy Campaigns New Parents in a Geographic Area Professional Networking for Day Care Providers Flickr: jerryzurek

Mobile Tools

It’s All About Them, Not You!

Five-Step Online Strategy Flickr: tuppus Take it one step at a time! Fix your website. Build your lists. Dip into social media, but dive into one tool. Feed your biggest fans. Measure, learn, and adjust.

Take it one step at a time!

Fix your website.

Build your lists.

Dip into social media, but dive into one tool.

Feed your biggest fans.

Measure, learn, and adjust.

If Your Website Sucks, Fix It Flickr: bqw

If Your Website Sucks, Fix It

10-Point Basic Website Check Domain Name Make Sense? Know Where Am I? Clear Path for Top Questions/Actions? Images? Donate Online? Email Capture? People Featured? Stories on Need or Success? Easy to Contact Staff? Google Keywords on Target?

Domain Name Make Sense?

Know Where Am I?

Clear Path for Top Questions/Actions?

Images?

Donate Online?

Email Capture?

People Featured?

Stories on Need or Success?

Easy to Contact Staff?

Google Keywords on Target?

10-Point Basic Website Check

Build Your Email & RSS Lists Everywhere, All the Time Flickr: fuzzyjay

Build Your Email & RSS Lists Everywhere, All the Time

Four Elements of E-Newsletters Content – What’s inside? Design – What’s it wrapped in? Delivery – How is it sent? Tracking – What’s the response?

Content – What’s inside?

Design – What’s it wrapped in?

Delivery – How is it sent?

Tracking – What’s the response?

How to Start an E-Newsletter

Dip into Social Media – But Dive into One Tool Flickr: emutree

Dip into Social Media – But Dive into One Tool

Test Drive with Personal Profiles Before you launch an organizational presence, check out sites on a personal level. Flickr: redjar

Before you launch an organizational presence, check out sites on a personal level.

Feed Your Biggest Fans Great Content and Tools Flickr: brendio

Feed Your Biggest Fans

Great Content and Tools

Hook Up with Mommy Bloggers

Where to Find Them

Measure, Learn and Adjust Flickr: hoyasmeg

Measure, Learn and Adjust

Where to Learn More www.delicious.com/ecoscribe/online-marketing www.delicious.com/ecoscribe/enewsletters www.delicious.com/ecoscribe/nonprofit-blogs www.nonprofitmarketingguide.com

www.delicious.com/ecoscribe/online-marketing

www.delicious.com/ecoscribe/enewsletters

www.delicious.com/ecoscribe/nonprofit-blogs

www.nonprofitmarketingguide.com

Will You Get on Board? Flickr: imageMD

Finishing Up Any Final Questions?

Let’s keep in touch! Kivi Leroux Miller on Facebook, LinkedIn kivilm on Twitter, Slideshare.net Contact me: [email_address] (336) 499-5816