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Online Advocacy Tools for NonProfits


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  • The first step to engaging in marketing is figuring out what you’d like to achieve. Raise Money Build recognition Gain signatures for a petition Generate buzz Without established goals then it’s difficult to decide where you should start and which social media sites you should target.
  • After you have listened for some time I would recommend doing research on your average user. Forrester did an excellent study of the types of participation in social media and they came up with the Social Technographics Ladder that is pictured on this slide.
  • The vertical white line in critics and inactives shows the average for all demographics in this country. In this example females aged 35-44 are more likely to be critics and inactives then the average from the US.
  • Technorati is a search engine that is dedicated entirely to blogs. Monitoring this site is important to find trends in the blogosphere that pertain to your cause. Notice the RSS icon in the top right corner of the screen? Once you have a search that you’d like to monitor you can click on that icon to get updates. Does anyone here already maintain a blog? Have you claimed your blog on Technorati? Doing that allows you to provide additional descriptive text about the blog to make it easier to find.
  • What is RSS? RSS is an easy way to get information from many different sources without going out to multiple websites to access it? As we go through the rest of these slides you’ll notice the orange RSS icon. If you see that icon on a website that means that an RSS feed is available to you. Take advantage of these feeds because it will make the act of listening much easier if you have all of your information in one location.
  • There is a line that we all have to be aware of with social media and that is what is personal vs. what is professional. For me, I have decided that Facebook is purely a personal space and that Linkedin is where I have my professional presence. Social networking is all about going viral. You need to have an established network to listen to what you’re doing and then spread it to their networks. Dip your toe in and experience these sites for yourself, I bet you’ll be surprised by the old connections that you make.
  • Break down the different parts of this twitter page. What is the background vs. the actual “tweets”. Highlight that they’ve include a bio about the org, but that they’ve also included additional contact methods in their background. NWF is doing several things: Increasing awareness Soliciting donations
  • Difference between a page and a group Positives of pages – Can get stats on visitors, can include different widgets such as RSS feeds. Facebook Apps -
  • Care2 is a niche social network that currently has over 12 million members. There are a few things that you can use Care2 for. Purchasing lists – They will work with you on a marketing campaign. This costs money though depending on the amount of responses you would like. Create a petition for free on their site.
  • Another niche network where you can start a cause and also create petitions.
  • What is more compelling? A corporate press release about how a house was constructed or a volunteers story about how building the house affected them personally?
  • Counsel on Legal Education Opportunity allows their students to blog about their experiences at their programs. This isn’t just a blog that is produced by the organization so the stories are very personal and can help future students gain a real understanding of what they will experience. The Breast Cancer 3 Day also allows users to host their own blog posts within their site.
  • YouTube is the #2 search engine online. Only Google receives more daily searches than YouTube. Uploading videos to YouTube is going to make them more accessible than having them only on your website. Google will also rank YouTube videos higher than pages of your website because it is considered more of an authority. Create a channel for your organization to be able to have a branded YouTube page. That’s not really necessary though, you can just create an account and upload your videos to it.
  • Transcript

    • 1. Advocacy Tools to Help You Achieve Results Laura Lacy Web Consultant TerpSys [email_address]
    • 2. About TerpSys
      • We Delight our Customers!
      • We Help You Use Technology to Achieve Your Mission
      • We Offer Networked and Web Based Solutions Including:
        • Website Design & Development
        • Interactive & Visual Design
        • Branding
        • Database Integration
      • Founded in 2000, Profitable Since Inception
      • 235+ Employees, $20+ Million in Annual Revenues
      • “ Great,” “Best,” “Most Philanthropic” in 2007
        • SharePoint Development
        • Application Development
        • Search Engine / Usability Evaluations
        • End User Support / Network Services
    • 3. Where Do You Start?
      • Define your goals
        • What needs to happen for this campaign to be considered a success?
        • Make sure that they are measurable and not abstract
        • Who is your target audience?
      • Research
        • Where does your audience get their news?
        • What are people saying about your topic?
      • Get Your Message Heard
    • 4. Define Your Goals 03/03/10 Advocacy Tools
    • 5. Research 03/03/10 Advocacy Tools
    • 6. Research your constituents
      03/03/10 Advocacy Tools
    • 7.
      • Setup Google Alerts -
      Research: Listen 03/03/10 Advocacy Tools
    • 8. Research: Listen
      • Search Technorati for blogs on your topic
      03/03/10 Advocacy Tools
    • 9. Research: Listen
      • Get an RSS Reader
        • Google Reader
        • iGoogle
        • Outlook
        • MyYahoo!
      03/03/10 Advocacy Tools
    • 10. Research: Listen
      • Monitor Twitter
        • Twitter Search
        • TweetBeep
      03/03/10 Advocacy Tools
    • 11. Get Your Message Heard
      • Sending your message out through multiple channels will get you the best results.
      • Social Media
      • Text Messaging
      • Email Marketing
      03/03/10 Advocacy Tools
    • 12. Get Your Message Heard: Participate
      • Setup personal profiles on major social networking sites and begin to build a community
        • Facebook
        • MySpace
        • LinkedIn
        • Flickr
      • Comment on Blog posts
      • Rate videos on YouTube
      03/03/10 Advocacy Tools Social Marketing will only be effective if you have an engaged audience!
    • 13. Twitter 03/03/10 Advocacy Tools
    • 14. Twitter 03/03/10 Advocacy Tools
    • 15. Facebook 03/03/10 Advocacy Tools As of 1/4/2010 -
    • 16. Facebook 03/03/10 Advocacy Tools
    • 17. Niche Networks: Care2 03/03/10 Advocacy Tools
    • 18. Niche Networks 03/03/10 Advocacy Tools
    • 19. Niche Networks: 03/03/10 Advocacy Tools
    • 20. Blogs
      • Require time and commitment – Should be updated at least once per week
      • Should be written in a more personal tone
      • Benefits
        • Frequent updates to your site means more visibility in search engines
        • Promotes conversation
        • Helps users relate to the cause through personal stories
      03/03/10 Advocacy Tools
    • 21. Blogs 03/03/10 Advocacy Tools
    • 22. YouTube 03/03/10 Advocacy Tools
    • 23. Text Messages
      • The response rate for call-in advocacy text messages (text messages urging a supporter to make a call to a decision-maker on behalf of the organization) was 4.7% –nearly 6 times the 2009 benchmark response rate of 0.82% for call-in advocacy emails. – 2010 Nonprofit Text Messaging Benchmarks Study
      • Mozes
      • Mobile Commons
      03/03/10 Advocacy Tools
    • 24. Email Marketing
      • Testing
        • Subject Lines
        • Frequency
        • Time of day/week
      • Segmentation
      • Personalization
      03/03/10 Advocacy Tools
    • 25. Email Marketing
      • Email Marketing Only
        • Constant Contact
        • MagnetMail
        • iContact
      • Advocacy Focused
        • Democracy in Action
        • CapWiz
        • voterVOICE
      03/03/10 Advocacy Tools
    • 26. Closing Thoughts
      • Define clear and measurable goals
      • Do research to determine which methods to move forward with
      • Understand that participating in Social Media takes time
      • Become personally involved - The most effective results are linked to an individual and not an organization
      • Test, test, test
      03/03/10 Advocacy Tools
    • 27. Thank you
      • Contact Information: Laura Lacy, Web Consultant [email_address]
      03/03/10 Advocacy Tools