Online Marketing: Building Blocks for Success


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First of two-part presentation on online marketing to arts and science organizations in Charlotte, NC. Focuses specifically on websites and e-newsletters. Presented September 25, 2008.

Published in: Business, Economy & Finance
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  • Online Marketing: Building Blocks for Success

    1. 1. Online Marketing, Part I: Building Blocks for Success Presented by Kivi Leroux Miller
    2. 2. This is Me
    3. 3. And So Is This . . . Online
    4. 4. Enough Me, How About You? <ul><li>Everyone </li></ul><ul><li>Stand </li></ul><ul><li>Up! </li></ul>Flickr: Zen
    5. 5. Kivi’s Live Oak Theory of Online Marketing for Nonprofits
    6. 6. The Trunk is Your Website
    7. 7. Leaves are Your E-Newsletter and RSS Feeds
    8. 8. Acorns are What You Share with Your Biggest Fans
    9. 9. Seedlings are Your New Online Communities that Grow from Your Acorns
    10. 10. PART I: Website and E-Newsletter Fundamentals
    11. 11. PART II: Fundraising (and Friendraising) via Email, RSS Feeds, and Social Media
    12. 12. Marketing Genius Words of Wisdom <ul><li>“ The basics are what most organizations are missing. Obsessing about this is far more effective than managing the latest fad.” </li></ul><ul><li>Seth Godin, during an online chat about nonprofit marketing on, May 20, 2008 </li></ul>
    13. 13. Describe your website in 2-3 words . . .
    14. 14. <ul><li>“ It sucks.” </li></ul>Flickr: bqw
    15. 15. <ul><li>“ It’s OK. </li></ul><ul><li>You can fix it.” </li></ul><ul><li>10 Must-Haves for Nonprofit Websites </li></ul>Flickr: GodzillaRockit
    16. 16. What’s a Must-Have? <ul><li>Elements that connect you more easily and authentically with your website visitors. </li></ul>
    17. 17. Just Remember: It’s All About Them, Not You!
    18. 18. <ul><li>Domain Name Make Sense? </li></ul>Flickr: violet83
    19. 19. Guess the domain name.
    20. 20. <ul><li>Buy multiple domains and forward to your main domain. </li></ul>Flickr: violet83
    21. 21. <ul><li>Know Where I Am? </li></ul>Flickr: Billy_V
    22. 22. <ul><li>Use a template with your org name, logo, &/or tagline on every page </li></ul>Flickr: Billy_V
    23. 23. <ul><li>Clear Path to Top Answers & Actions? </li></ul>Flickr: xeeliz
    24. 24. What answers are your visitors seeking?
    25. 25. What actions do your visitors want to take on your site?
    26. 26. Raise hand to volunteer . . . <ul><li>To see how your site matches the answers and actions they are seeking. </li></ul>
    27. 27. <ul><li>Revamp your menus or feature prominently on major pages. </li></ul>Flickr: xeeliz
    28. 28. <ul><li>Ways to Capture Email? </li></ul>Flickr: bqw
    29. 29. <ul><li>Get an email newsletter provider and put sign-up in your template. </li></ul>Flickr: bqw
    30. 30. <ul><li>Donate Online? </li></ul>Flickr: Leo Reynolds
    31. 31. <ul><li>Stop making excuses and use one of the “free” services. </li></ul>Flickr: Leo Reynolds
    32. 32.
    33. 33.
    34. 34.
    35. 35. Raise hand to volunteer . . . <ul><li>To see how easy it is to donate and sign up for a newsletter on your website. </li></ul>
    36. 36. <ul><li>Are People Featured? </li></ul>Flickr: Andrei Z
    37. 37. <ul><li>Are People Featured? </li></ul><ul><li>Where’s the personality? </li></ul>Flickr: Andrei Z
    38. 38. <ul><li>Make your supporters, clients, and staff the core of your website. </li></ul>Flickr: Andrei Z
    39. 39. Raise hand to volunteer . . . <ul><li>To discuss ways to make people more central to your website. </li></ul>
    40. 40. <ul><li>Lots of Good Images? </li></ul>Flickr: Peter Gene
    41. 41. <ul><li>Get a digital camera and use it – a lot! </li></ul>Flickr: Peter Gene
    42. 42. <ul><li>Good Stories? </li></ul>Flickr: CCCI Youth Group
    43. 43. <ul><li>Tell real stories throughout your site as examples of everything. </li></ul><ul><li>Add a blog. </li></ul>Flickr: CCCI Youth Group
    44. 44. Raise hand to volunteer . . . <ul><li>To discuss ways to integrate storytelling into your website. </li></ul>
    45. 45. <ul><li>Easy to Contact Real People? </li></ul>Flickr: cmorran123
    46. 46. <ul><li>Think why visitors would contact you and organize your contact page accordingly. </li></ul>Flickr: cmorran123
    47. 47. <ul><li>Keywords on Target? </li></ul>Flickr: bqw Flickr: b d solis
    48. 48. <ul><li>Research your keywords and track your rankings. </li></ul>Flickr: bqw Flickr: b d solis
    49. 49.
    50. 50. Raise hand to volunteer . . . <ul><li>To see what Google thinks your home page is about. </li></ul>
    51. 51. More Cool Tools . . . Social Networking Sites – If your audience is already there.
    52. 52. Don’t Panic about the To-Do List <ul><li>Look at your website as a work in progress . . . </li></ul><ul><li>forever. </li></ul>Flickr: Sister72
    53. 53. Questions?
    54. 54. Anything else before we move on to e-newsletters?
    55. 55. Think of Your E-Newsletter as a Gift
    56. 56. Four Elements of E-Newsletters <ul><li>Content – What’s inside? </li></ul><ul><li>Design – What’s it wrapped in? </li></ul><ul><li>Delivery – How is it sent? </li></ul><ul><li>Tracking – What’s the response? </li></ul>
    57. 57. E-Newsletter Content What’s Inside?
    58. 58. Which Gifter Are You?
    59. 59. Which Gifter Are You?
    60. 60. Which Gifter Are You?
    61. 61. Which Gifter Are You?
    62. 62. Which Gifter Are You?
    63. 63. Which gifter are you right now?
    64. 64. What People Want The Word “You” – It’s all about them! Results They Helped Produced Great, Dramatic Stories about Specific People How-to Articles
    65. 65. Subject Lines & From Fields Emphasize benefits (personal, timely, useful) to the reader in 50-60 characters. From line must be recognizable.
    66. 66. And What They Don’t Want Too many topics, angles Processes Long series of events Emphasis on organizations, not people
    67. 67. What They’ll Act Upon <ul><li>Donate – Here’s how </li></ul><ul><li>Volunteer – Here’s how </li></ul><ul><li>Join – Here’s how </li></ul><ul><li>Call – Here’s how </li></ul><ul><li>Email – Here’s how </li></ul>
    68. 68. Surprise Your Readers With how well you know and understand them!
    69. 69. E-Newsletter Design What’s It Wrapped In?
    70. 70. Plain Text v. HTML
    71. 71. Plain Text Everyone can read it. Very easy to produce. But not stimulating = lower response rates.
    72. 72. HTML Better response rates. But harder to produce. MIME – Sends both HTML and plain text versions in same email.
    73. 73. Do You Have the Skills? <ul><li>A well-written, clean plain text newsletter is better than a badly written, messy HTML newsletter. </li></ul>
    74. 74. Using Templates No skills, no style? Use a template. Great place to start even with skills and style!
    75. 75. Start with a Template
    76. 76. Using Graphics and Photos Photos are best either left or right justified so that you have some text beside them. Always use the ALT attribute so text will show if the graphic doesn’t .
    77. 77. Designing for the Preview Pane
    78. 78. Designing for the Preview Pane
    79. 79. Designing for the Preview Pane
    80. 80. Designing for the Preview Pane
    81. 81. E-Newsletter Delivery How is it sent and to whom?
    82. 82. Don’t Do It Yourself! <ul><li>More easily labeled a spammer. </li></ul><ul><li>List management is extremely time-consuming. </li></ul><ul><li>Tracking is nearly impossible. </li></ul>
    83. 83. Hire an Email Service Provider <ul><li>List management and tracking are fully automated. </li></ul><ul><li>They offer extra services like autoresponders. </li></ul>
    84. 84. Use a Service Provider
    85. 85. Best Practices in List Building <ul><li>Existing Business Relationships </li></ul><ul><li>Single Opt-ins </li></ul><ul><li>Double Opt-ins </li></ul>
    86. 86. More Articles & Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> category/email_newsletters/ </li></ul>
    87. 87.
    88. 88. Avoiding Spam Filters & Instant Deletions <ul><li>Permission-Based List </li></ul><ul><li>Recognizable </li></ul><ul><li>Relevant </li></ul><ul><li>Formatted Properly </li></ul><ul><li>No Obvious Trigger Words </li></ul>
    89. 89. E-Newsletter Tracking What’s the Response?
    90. 90. What Are They Saying?
    91. 91. What percentage of a nonprofit’s email list turns over every year?
    92. 92. List Churn is Inevitable <ul><li>What percentage of a nonprofit’s email list turns over each year? </li></ul><ul><li>19 % </li></ul><ul><li>Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services </li></ul>
    93. 93. Building Your List <ul><li>Make subscribing easy and obvious </li></ul><ul><li>Make updating easy and obvious </li></ul><ul><li>Integrate offline collection of names </li></ul><ul><li>Append your direct mail list </li></ul>
    94. 94. 2008 eNonprofit Benchmarks Study <ul><li> </li></ul><ul><li>Nonprofit Technology Network (NTEN) and M+R Strategic Services </li></ul>
    95. 95. Some Nonprofit Benchmarks <ul><li>Open Rates: 17.6% and falling </li></ul><ul><li>Click-Thru Rates: 3.8% and falling </li></ul><ul><li>Advocacy response: 7.5% </li></ul><ul><li>E-Newsletter response: 3.6% </li></ul><ul><li>Fundraising response: .13% </li></ul>
    96. 96. Questions?
    97. 97. Congratulations! © 2008, EcoScribe Communications