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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 …

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.

Published in: Business, Economy & Finance

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    • 1. Online Marketing, Part II: Turning Participants into Supporters -- Stepping up Your Online Fundraising Presented by Kivi Leroux Miller
    • 2. This is Me
    • 3. Me Online
    • 4. Enough Me, How About You?
      • Everyone
      • Stand
      • Up!
      Flickr: Zen
    • 5. Kivi’s Live Oak Theory of Online Marketing for Nonprofits
    • 6. The Trunk is Your Website
    • 7. Leaves are Your E-Newsletter and RSS Feeds
    • 8. Acorns are What You Share with Your Biggest Fans
    • 9. Seedlings are Your New Online Communities and Major Donors who Grow from Your Acorns
    • 10. PART I: Website and E-Newsletter Fundamentals
    • 11.
      • 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
    • 12. 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?
    • 13. PART II: Fundraising (and Friendraising) via Email, RSS Feeds, and Social Media
    • 14. 2008 “Wired Wealthy” Survey
      • seachangestrategies.com
      • edgeresearch.com
      • convio.com
    • 15. 2008 eNonprofit Benchmarks Study
      • e-benchmarksstudy.com
      • Nonprofit Technology Network (NTEN) and M+R Strategic Services
    • 16. 2008 Convio Benchmark Index convio.com/resources/ nonprofit-sector-research.html
    • 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. Convert Your Web Visitors
      • 3% of new website visitors register with email address. (Convio)
      • TONS of room for improvement!
      Flickr: futureshape
    • 19. Is it obvious you want it and easy for me to give it to you?
    • 20. A Robust, Healthy E-List is a MUST!
      • Reduces your costs
      • Easier to measure, track
      • Easy to segment and test
      • Relatively quick results
      • Online giving up 19% from 2006 to 2007.
      Online Fundraising Success is Closely Linked to the Size and Health of Your Email List
    • 21. How big is your email list now?
    • 22. How big is your direct mail list?
    • 23. How Fast Should We Grow?
      • Annual growth rate increased from 24% in 2006 to 29% in 2007 or 2.4% per month.
      • Convio says 32%.
      Flickr: Zoonie Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services
    • 24. Maintain What You Have
      • It’s easier to keep a contact than to find a new one.
      Flickr: Steve Parker
    • 25. Find Out What Makes Them Tick Allow your readers to talk back to you. Flickr: clippodcaster
    • 26. List Churn is Inevitable
      • What percentage of a nonprofit’s email list turns over each year?
      Flickr: cesarastudillo
    • 27. List Churn is Inevitable
      • What percentage of a nonprofit’s email list turns over each year?
      • 19 %
      • Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services
      Flickr: cesarastudillo
    • 28. When do unsubscribes peak?
    • 29. Add New Contacts
      • Your list will shrink unless you add to it regularly.
      Flickr: Lost Bob
    • 30. So How Many Do You Need?
      • Want to go from 1,000 to 2,000 names? Need to add 1,380.
      • Your churn rate will grow as your list does!
    • 31. Permission is the Sun
      • You cannot live without it!
      • Existing Business Relationships
      • Single Opt-ins
      • Double Opt-ins
      Flickr: Steffe
    • 32. Add New Contacts
      • Offer extremely easy ways to subscribe online, with incentives.
      Flickr: Aim and Shoot
    • 33. What incentives can you offer?
    • 34. Add New Contacts
      • Build other kinds of lists (RSS, social networking site friends, mobile) to encourage email subscriptions too.
      Flickr: fuzzyjay
    • 35. Move Offline Contacts Online
      • When you connect offline, are you asking them to connect online?
      Flickr: femaletrumpet02
    • 36. How else can you get new email addresses?
    • 37. Flickr: crystl
    • 38. Email Open Rates
      • Bad News: Open Rates are Falling
      • 17.6% (eNonprofit) and 14% (Convio)
      • Good News: You Can Do Better . . .
      Flickr: Leonid Mamchenkov
    • 39. Marketing Genius Words of Wisdom
      • “ The basics are what most organizations are missing. Obsessing about this is far more effective than managing the latest fad.”
      • Seth Godin, during an online chat about nonprofit marketing on philanthropy.com, May 20, 2008
    • 40. Permission is the Sun
      • You cannot live without it!
      • Existing Business Relationships
      • Single Opt-ins
      • Double Opt-ins
      Flickr: Steffe
    • 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. Most Obvious Ways to Segment
      • By Topic
      • By Frequency
      • By Level of Activism
      Flickr: PinkMoose
    • 43. Let People Segment Themselves Let supporters tell you what they want and how often. Flickr: sage(crazy busy)
    • 44. You Segment Them Further Based on your marketing goals.
    • 45. How could you segment more effectively?
    • 46. Segmentation Example Segmenting based on subject area interest Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services
    • 47. Segmentation Example
      • Human Rights Campaign (hrc.org)
      • Segmenting based on advocacy and donation activities
      Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services
    • 48. Now What?
      • What tasty goodness will we find inside your emails?
      Flickr: star5112
    • 49. Who We Really Care About
      • People who want us to email them and who have money to give to us!
    • 50. Who Are the Wired Wealthy?
      • Small group of generous donors with enormous financial impact
      • Younger Baby Boomers (early 50s)
      • Highly educated
      • Very comfortable online
      • Some interest in social networks
      Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
    • 51. Who Are the Wired Wealthy? Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
    • 52. Relationship Seekers
      • 29% of Wired Wealthy
      • Younger, online more, like social media more
      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. All Business
      • 30% of Wired Wealthy
      • Visit websites to donate online, period. Older, less open to email, more comfortable with offline options.
      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. Casual Connectors
      • 41% of Wired Wealthy
      • Middle ground between the other two groups.
      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. What They Want to Receive
      • Tax Receipt at End of Year
      • Reports on How Money Spent
      • Action Alerts
      • Success Stories
      Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
    • 56. Why They Like Online Giving
      • Speed
      • Efficiency
      • Instant Gratification
      Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
    • 57. And Why They Don’t Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
      • Too much email
      • Fear fraudulent emails
      • Email will be sold
      • Identity theft
    • 58. What does this tell you?
    • 59. Flickr: Mark Strozier
    • 60. Email Click-Thru Rates
      • 3.8% and falling
      • Advocacy response: 7.5%
      • E-Newsletter response: 3.6%
      • Fundraising response: .13%
      Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services Flickr: saba dija
    • 61. Online Giving is Growing
      • Grew by 23%.
      • Growth at “visitation” agencies was 83%!
      • Average online gift: $61, up from $56
      Source: 2008 Convio Online Marketing Nonprofit Benchmark Index Study
    • 62. “ Rapid Donor Cultivation” commonknow.com
      • 10 emails over 5 weeks – a sequenced, in-depth introduction.
      • Informational and interactive – links to blog, photo galleries, surveys – but evergreen.
      • First appeal sent at 45 days.
      • Conversion of subscriber to donors increased 83%.
      • Size of first gift increased 15%.
    • 63. What would be in your intro email series?
    • 64. Cultivate a Healthy List
      • The health of your list is just as important as its size.
      Flickr: Laurel Fan
    • 65. Tired of Talking About Email? Flickr: Robyn Gallagher
    • 66. It’s Cool, It’s Hip, It’s . . . Flickr: Jeff Milner
    • 67. Social Media
      • Can get very overwhelming, very fast
      Flickr: M. Keefe
    • 68. The Reality for Fundraisers
      • Social Media is about Friendraising more than Fundraising.
      • Value is in listening,
      • connecting, and
      • learning.
    • 69.
      • Dip into Social Media – But Dive into One Tool
      Flickr: emutree
    • 70. Stop me if you are doing any of these things, or want to see them live.
    • 71. First, Check Out What’s Going On
      • Follow the Work of Beth Kanter
      • artssocialmedia. wikispaces.com
    • 72. RSS: Subscribing to Blogs, Podcasts, Etc.
    • 73.
      • “ Short and sweet” is great.
      • Search engines love blogs.
      • Easy way to add some personality to your website.
      Benefits of Blogging CafePress.com
    • 74. Groups on Flickr
    • 75. Facebook Causes
    • 76. Keep an Eye on Mobile Tools
    • 77. What else do you wanna know?
    • 78. Questions?
    • 79. Congratulations! © 2008, EcoScribe Communications