Online Marketing, Part II:  Turning Participants into Supporters -- Stepping up Your Online Fundraising Presented by Kivi ...
This is Me
Me Online
Enough Me, How About You? <ul><li>Everyone </li></ul><ul><li>Stand </li></ul><ul><li>Up! </li></ul>Flickr: Zen
Kivi’s Live Oak Theory  of  Online Marketing for Nonprofits
The Trunk is  Your Website
Leaves are Your  E-Newsletter and RSS Feeds
Acorns  are What You Share with Your Biggest Fans
Seedlings are Your New Online Communities and Major Donors who Grow  from Your Acorns
PART I: Website and  E-Newsletter Fundamentals
<ul><li>Domain Name Make Sense? </li></ul><ul><li>Know Where Am I? </li></ul><ul><li>Clear Path for Top Questions/Actions?...
Four Elements of E-Newsletters <ul><li>Content – What’s inside? </li></ul><ul><li>Design  – What’s it wrapped in? </li></u...
PART II: Fundraising (and Friendraising) via Email,  RSS Feeds, and Social Media
2008 “Wired Wealthy” Survey <ul><li>seachangestrategies.com </li></ul><ul><li>edgeresearch.com </li></ul><ul><li>convio.co...
2008 eNonprofit Benchmarks Study <ul><li>e-benchmarksstudy.com </li></ul><ul><li>Nonprofit Technology Network (NTEN) and M...
2008 Convio Benchmark Index convio.com/resources/ nonprofit-sector-research.html
Web 2.0 Makes This Easier Patron Participant Page Viewer Getting answers, reading, lurking Subscribing, commenting, postin...
Convert Your Web Visitors <ul><li>3% of new website visitors register with email address.  (Convio) </li></ul><ul><li>TONS...
Is it obvious you want it and easy for me to give it to you?
A Robust, Healthy E-List is a MUST! <ul><li>Reduces your costs </li></ul><ul><li>Easier to measure, track </li></ul><ul><l...
How big is your email list now?
How big is your direct mail list?
How Fast Should We Grow? <ul><li>Annual growth rate increased from 24% in 2006 to  29%  in 2007 or  2.4% per month. </li><...
Maintain What You Have <ul><li>It’s easier to keep a contact than to find a new one. </li></ul>Flickr: Steve Parker
Find Out What Makes Them Tick Allow your readers to talk back to you. Flickr: clippodcaster
List Churn is Inevitable <ul><li>What percentage of a nonprofit’s email list turns over each year? </li></ul>Flickr: cesar...
List Churn is Inevitable <ul><li>What percentage of a nonprofit’s email list turns over each year? </li></ul><ul><li>19 % ...
When do unsubscribes peak?
Add New Contacts <ul><li>Your list  will  shrink unless you add to it regularly. </li></ul>Flickr: Lost Bob
So How Many Do You Need? <ul><li>Want to go from 1,000 to 2,000 names? Need to add 1,380. </li></ul><ul><li>Your churn rat...
Permission is the Sun <ul><li>You cannot live without it! </li></ul><ul><li>Existing Business Relationships </li></ul><ul>...
Add New Contacts <ul><li>Offer extremely easy ways to subscribe online, with incentives. </li></ul>Flickr: Aim and Shoot
What incentives can you offer?
Add New Contacts <ul><li>Build other kinds of lists (RSS, social networking site friends, mobile) to encourage email subsc...
Move Offline Contacts Online <ul><li>When you connect offline, are you asking them to connect online? </li></ul>Flickr: fe...
How else can you get new email addresses?
Flickr: crystl
Email Open Rates <ul><li>Bad News:  Open Rates are Falling  </li></ul><ul><li>17.6% (eNonprofit) and  14% (Convio) </li></...
Marketing Genius Words of Wisdom <ul><li>“ The basics are what most organizations are missing. Obsessing about this is far...
Permission is the Sun <ul><li>You cannot live without it! </li></ul><ul><li>Existing Business Relationships </li></ul><ul>...
Segmentation is Water Flickr: Martin LaBar Your list can grow and prosper without segmentation, but you’ll be much more vi...
Most Obvious Ways to Segment <ul><li>By Topic </li></ul><ul><li>By Frequency </li></ul><ul><li>By Level of Activism </li><...
Let People Segment Themselves Let supporters tell you what they want and how often. Flickr: sage(crazy busy)
You Segment Them Further Based on your marketing goals.
How could you segment more effectively?
Segmentation Example Segmenting based on  subject area interest Source: 2008 eNonprofit Benchmarks Study,  NTEN & M+R Stra...
Segmentation Example <ul><li>Human Rights Campaign (hrc.org) </li></ul><ul><li>Segmenting based on advocacy and donation a...
Now What? <ul><li>What tasty goodness will we find inside your emails? </li></ul>Flickr: star5112
Who We Really Care About <ul><li>People who want us to email them and who have money to give  to us! </li></ul>
Who Are the Wired Wealthy? <ul><li>Small group of generous donors with enormous financial impact </li></ul><ul><li>Younger...
Who Are the Wired Wealthy? Source: “The Wired Wealthy” by Convio,  Sea Change Strategies, and Edge Research, 2008.
Relationship Seekers <ul><li>29% of Wired Wealthy </li></ul><ul><li>Younger, online more, like social media more </li></ul...
All Business <ul><li>30% of Wired Wealthy </li></ul><ul><li>Visit websites to donate online, period. Older, less open to e...
Casual Connectors <ul><li>41% of Wired Wealthy </li></ul><ul><li>Middle ground between the other two groups. </li></ul>Sou...
What They Want to Receive <ul><li>Tax Receipt at End of Year </li></ul><ul><li>Reports on How Money Spent </li></ul><ul><l...
Why They Like Online Giving <ul><li>Speed </li></ul><ul><li>Efficiency </li></ul><ul><li>Instant  Gratification </li></ul>...
And Why They Don’t Source: “The Wired Wealthy” by Convio,  Sea Change Strategies, and Edge Research, 2008. <ul><li>Too muc...
What does this tell you?
Flickr: Mark Strozier
Email Click-Thru Rates <ul><li>3.8% and falling </li></ul><ul><li>Advocacy response:  7.5% </li></ul><ul><li>E-Newsletter ...
Online Giving is Growing <ul><li>Grew by 23%.  </li></ul><ul><li>Growth at “visitation” agencies was 83%! </li></ul><ul><l...
“ Rapid Donor Cultivation” commonknow.com <ul><li>10 emails over 5 weeks – a sequenced,  in-depth introduction. </li></ul>...
What would be in your intro email series?
Cultivate a Healthy List <ul><li>The health of your list is just as important as its size. </li></ul>Flickr: Laurel Fan
Tired of Talking About Email? Flickr: Robyn Gallagher
It’s Cool, It’s Hip, It’s . . . Flickr: Jeff Milner
Social Media <ul><li>Can get very overwhelming, very fast </li></ul>Flickr: M. Keefe
The Reality for Fundraisers <ul><li>Social Media is about Friendraising more than Fundraising. </li></ul><ul><li>Value is ...
<ul><li>Dip into Social Media – But Dive into One Tool </li></ul>Flickr: emutree
Stop me if you are doing any of these things, or want to see them live.
First, Check Out What’s Going On <ul><li>Follow the Work of Beth Kanter </li></ul><ul><li>artssocialmedia. wikispaces.com ...
RSS: Subscribing to Blogs, Podcasts, Etc.
<ul><li>“ Short and sweet” is great. </li></ul><ul><li>Search engines love blogs. </li></ul><ul><li>Easy way to add some p...
Groups on Flickr
Facebook Causes
Keep an Eye on Mobile Tools
What else do you wanna know?
Questions?
Congratulations! © 2008, EcoScribe Communications
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Online Marketing, Part II: Turning Participants into Supporters-Stepping up Your Online Fundraising

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This is part two of a training given to arts and science organizations in Charlotte, NC on September 25, 2008. This presentation focuses specifically on nonprofit fundraising through email and social media.

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  • Online Marketing, Part II: Turning Participants into Supporters-Stepping up Your Online Fundraising

    1. 1. Online Marketing, Part II: Turning Participants into Supporters -- Stepping up Your Online Fundraising Presented by Kivi Leroux Miller
    2. 2. This is Me
    3. 3. Me 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 and Major Donors who Grow from Your Acorns
    10. 10. PART I: Website and E-Newsletter Fundamentals
    11. 11. <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
    12. 12. 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>
    13. 13. PART II: Fundraising (and Friendraising) via Email, RSS Feeds, and Social Media
    14. 14. 2008 “Wired Wealthy” Survey <ul><li>seachangestrategies.com </li></ul><ul><li>edgeresearch.com </li></ul><ul><li>convio.com </li></ul>
    15. 15. 2008 eNonprofit Benchmarks Study <ul><li>e-benchmarksstudy.com </li></ul><ul><li>Nonprofit Technology Network (NTEN) and M+R Strategic Services </li></ul>
    16. 16. 2008 Convio Benchmark Index convio.com/resources/ nonprofit-sector-research.html
    17. 17. Web 2.0 Makes This Easier Patron Participant Page Viewer Getting answers, reading, lurking Subscribing, commenting, posting, tagging, following Volunteering, donating, evangelizing But You Have to Let Go to Get the Best Results!
    18. 18. Convert Your Web Visitors <ul><li>3% of new website visitors register with email address. (Convio) </li></ul><ul><li>TONS of room for improvement! </li></ul>Flickr: futureshape
    19. 19. Is it obvious you want it and easy for me to give it to you?
    20. 20. A Robust, Healthy E-List is a MUST! <ul><li>Reduces your costs </li></ul><ul><li>Easier to measure, track </li></ul><ul><li>Easy to segment and test </li></ul><ul><li>Relatively quick results </li></ul><ul><li>Online giving up 19% from 2006 to 2007. </li></ul>Online Fundraising Success is Closely Linked to the Size and Health of Your Email List
    21. 21. How big is your email list now?
    22. 22. How big is your direct mail list?
    23. 23. How Fast Should We Grow? <ul><li>Annual growth rate increased from 24% in 2006 to 29% in 2007 or 2.4% per month. </li></ul><ul><li>Convio says 32%. </li></ul>Flickr: Zoonie Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services
    24. 24. Maintain What You Have <ul><li>It’s easier to keep a contact than to find a new one. </li></ul>Flickr: Steve Parker
    25. 25. Find Out What Makes Them Tick Allow your readers to talk back to you. Flickr: clippodcaster
    26. 26. List Churn is Inevitable <ul><li>What percentage of a nonprofit’s email list turns over each year? </li></ul>Flickr: cesarastudillo
    27. 27. 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>Flickr: cesarastudillo
    28. 28. When do unsubscribes peak?
    29. 29. Add New Contacts <ul><li>Your list will shrink unless you add to it regularly. </li></ul>Flickr: Lost Bob
    30. 30. So How Many Do You Need? <ul><li>Want to go from 1,000 to 2,000 names? Need to add 1,380. </li></ul><ul><li>Your churn rate will grow as your list does! </li></ul>
    31. 31. Permission is the Sun <ul><li>You cannot live without it! </li></ul><ul><li>Existing Business Relationships </li></ul><ul><li>Single Opt-ins </li></ul><ul><li>Double Opt-ins </li></ul>Flickr: Steffe
    32. 32. Add New Contacts <ul><li>Offer extremely easy ways to subscribe online, with incentives. </li></ul>Flickr: Aim and Shoot
    33. 33. What incentives can you offer?
    34. 34. Add New Contacts <ul><li>Build other kinds of lists (RSS, social networking site friends, mobile) to encourage email subscriptions too. </li></ul>Flickr: fuzzyjay
    35. 35. Move Offline Contacts Online <ul><li>When you connect offline, are you asking them to connect online? </li></ul>Flickr: femaletrumpet02
    36. 36. How else can you get new email addresses?
    37. 37. Flickr: crystl
    38. 38. Email Open Rates <ul><li>Bad News: Open Rates are Falling </li></ul><ul><li>17.6% (eNonprofit) and 14% (Convio) </li></ul><ul><li>Good News: You Can Do Better . . . </li></ul>Flickr: Leonid Mamchenkov
    39. 39. 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 philanthropy.com, May 20, 2008 </li></ul>
    40. 40. Permission is the Sun <ul><li>You cannot live without it! </li></ul><ul><li>Existing Business Relationships </li></ul><ul><li>Single Opt-ins </li></ul><ul><li>Double Opt-ins </li></ul>Flickr: Steffe
    41. 41. Segmentation is Water Flickr: Martin LaBar Your list can grow and prosper without segmentation, but you’ll be much more vibrant with it. Flickr: Fallen Pegasus OR
    42. 42. Most Obvious Ways to Segment <ul><li>By Topic </li></ul><ul><li>By Frequency </li></ul><ul><li>By Level of Activism </li></ul>Flickr: PinkMoose
    43. 43. Let People Segment Themselves Let supporters tell you what they want and how often. Flickr: sage(crazy busy)
    44. 44. You Segment Them Further Based on your marketing goals.
    45. 45. How could you segment more effectively?
    46. 46. Segmentation Example Segmenting based on subject area interest Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services
    47. 47. Segmentation Example <ul><li>Human Rights Campaign (hrc.org) </li></ul><ul><li>Segmenting based on advocacy and donation activities </li></ul>Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services
    48. 48. Now What? <ul><li>What tasty goodness will we find inside your emails? </li></ul>Flickr: star5112
    49. 49. Who We Really Care About <ul><li>People who want us to email them and who have money to give to us! </li></ul>
    50. 50. Who Are the Wired Wealthy? <ul><li>Small group of generous donors with enormous financial impact </li></ul><ul><li>Younger Baby Boomers (early 50s) </li></ul><ul><li>Highly educated </li></ul><ul><li>Very comfortable online </li></ul><ul><li>Some interest in social networks </li></ul>Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
    51. 51. Who Are the Wired Wealthy? Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
    52. 52. Relationship Seekers <ul><li>29% of Wired Wealthy </li></ul><ul><li>Younger, online more, like social media more </li></ul>Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008. “ I do get lots of emails from all these organizations and if it’s got interesting content about their work, I’m happy to get them.”
    53. 53. All Business <ul><li>30% of Wired Wealthy </li></ul><ul><li>Visit websites to donate online, period. Older, less open to email, more comfortable with offline options. </li></ul>Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008. “ I personally want to be left alone. You send in a check one time and you get inundated with unwanted stuff. [With online giving] you can check all the boxes that you don’t want to be contacted.”
    54. 54. Casual Connectors <ul><li>41% of Wired Wealthy </li></ul><ul><li>Middle ground between the other two groups. </li></ul>Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008. ” I expect periodic updates, accountability or an annual report…I expect some acknowledgement along the way in terms of a thank you or you are appreciated as a donor kind of thing.”
    55. 55. What They Want to Receive <ul><li>Tax Receipt at End of Year </li></ul><ul><li>Reports on How Money Spent </li></ul><ul><li>Action Alerts </li></ul><ul><li>Success Stories </li></ul>Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
    56. 56. Why They Like Online Giving <ul><li>Speed </li></ul><ul><li>Efficiency </li></ul><ul><li>Instant Gratification </li></ul>Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
    57. 57. And Why They Don’t Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008. <ul><li>Too much email </li></ul><ul><li>Fear fraudulent emails </li></ul><ul><li>Email will be sold </li></ul><ul><li>Identity theft </li></ul>
    58. 58. What does this tell you?
    59. 59. Flickr: Mark Strozier
    60. 60. Email Click-Thru Rates <ul><li>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>Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services Flickr: saba dija
    61. 61. Online Giving is Growing <ul><li>Grew by 23%. </li></ul><ul><li>Growth at “visitation” agencies was 83%! </li></ul><ul><li>Average online gift: $61, up from $56 </li></ul>Source: 2008 Convio Online Marketing Nonprofit Benchmark Index Study
    62. 62. “ Rapid Donor Cultivation” commonknow.com <ul><li>10 emails over 5 weeks – a sequenced, in-depth introduction. </li></ul><ul><li>Informational and interactive – links to blog, photo galleries, surveys – but evergreen. </li></ul><ul><li>First appeal sent at 45 days. </li></ul><ul><li>Conversion of subscriber to donors increased 83%. </li></ul><ul><li>Size of first gift increased 15%. </li></ul>
    63. 63. What would be in your intro email series?
    64. 64. Cultivate a Healthy List <ul><li>The health of your list is just as important as its size. </li></ul>Flickr: Laurel Fan
    65. 65. Tired of Talking About Email? Flickr: Robyn Gallagher
    66. 66. It’s Cool, It’s Hip, It’s . . . Flickr: Jeff Milner
    67. 67. Social Media <ul><li>Can get very overwhelming, very fast </li></ul>Flickr: M. Keefe
    68. 68. The Reality for Fundraisers <ul><li>Social Media is about Friendraising more than Fundraising. </li></ul><ul><li>Value is in listening, </li></ul><ul><li>connecting, and </li></ul><ul><li>learning. </li></ul>
    69. 69. <ul><li>Dip into Social Media – But Dive into One Tool </li></ul>Flickr: emutree
    70. 70. Stop me if you are doing any of these things, or want to see them live.
    71. 71. First, Check Out What’s Going On <ul><li>Follow the Work of Beth Kanter </li></ul><ul><li>artssocialmedia. wikispaces.com </li></ul>
    72. 72. RSS: Subscribing to Blogs, Podcasts, Etc.
    73. 73. <ul><li>“ Short and sweet” is great. </li></ul><ul><li>Search engines love blogs. </li></ul><ul><li>Easy way to add some personality to your website. </li></ul>Benefits of Blogging CafePress.com
    74. 74. Groups on Flickr
    75. 75. Facebook Causes
    76. 76. Keep an Eye on Mobile Tools
    77. 77. What else do you wanna know?
    78. 78. Questions?
    79. 79. Congratulations! © 2008, EcoScribe Communications

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