Succeeding with ePhilanthropy

Succeeding with ePhilanthropy Norman Reiss Manager, Online Services Crohn's & Colitis Foundation Nonprofit Bridge www.nonprofitbridge.com www.n Jan. 21, 2009

Tip #1
Optimize online donations
Available on your web site?
Easy to find?
Provide many ways to donate?
Have you tested all forms?

What is ePhilanthropy
Using online strategies to:
Stimulate fundraising
Attract new constituents
Engage current constituents
Per Network for Good , ePhilanthropy is using Internet and technology to manage your nonprofit fundraising, volunteer, and advocacy efforts.

Tip #2
Review email newsletter signup options
Easy to sign up?
How much information do you ask for?
Can you commit to a regular schedule?
Always ask for email addresses

Tip #3
Email newsletter strategies
Don't send everything to everyone
Keep to a regular schedule
Track statistics on open rate, click thru etc.
Write a powerful subject line
Pay attention to unsubscribes
Include one call to action

Tip #4
Use multichannel strategies
Plan appeals to use online and offline components
Structure your organization so that online and offline staff work together
Use content optimized for each platform
Maintain an integrated calendar

Tip #5
Keep in touch with constituents
Focus on top supporters
Personalize auto responders
Show them other ways they can help besides financial contributions
Demonstrate the difference they are making

Tip #6
Be visible on other platforms
Not everyone will visit your web site
Develop a presence on Facebook
Use Technorati, Google Search to learn who's talking about your organization online
Write a blog and develop relationships with nonprofit bloggers

Tip #7
Promote online fundraising
Spread the word about organization events
Encourage third party fundraising efforts
Use an established online vendor
Develop 'friends supporting friends' events

Tip #8
Use web statistics
Use Google Analytics – free
Track most popular web pages
Review which sites visitors come from
Look at trends, not absolute numbers

Tip #9
Focus on usability
Ask 5 people to do common tasks on your web site
Use surveys to get information, e.g. SurveyMonkey
Pay attention to general inquiries
Review all online transaction forms

Tip #10
Stay positive
Constituents have always continued to donate during past recessions
Online strategies may not require a large capital investment
Focus on opportunities, not on problems

Internet Strategy Forum
Corporate Internet Executive Study
Updated Spring 2008
Available at http://www.internetstrategyforum.org/research/
Reviews role of online strategists at both for profit and nonprofit organizations

Who Drives Online Strategy?
Marketing / Communications?
Development?
Information Technology?
Senior Management?
Board?
Stand-alone ‘Web’ Group?

Who Drives Online Strategy?
Marketing is most often responsible, but online strategy is usually a group effort
More companies are using separate department to focus on web strategy
Project management techniques can be used to improve collaboration
In absence of a separate group, best approach is multiple departments working together to develop and implement online initiatives

Skills Required for Online Strategy Web content Vendor evaluation Web analytics Search engine marketing Web applications Presentation skills Email marketing Training / support Social networking Managing ecommerce Contract negotiation Managing staff Vendor management Managing web tools

Background before doing Internet related work
Most Common
Information Technology
Traditional Brand Marketing
Traditional Direct Marketing
Others:
Application Development, Customer Support,Sales, Advertising, Graphic Design

How NOT to Implement Online Strategies
“ everything is being done over Internet, we don’t need any IT staff”
“ we don’t need to do a formal evaluation – I’ve worked with this person / vendor before”
“ vendor says we can connect our online and offline systems and they will help us to do it”
“ we can get a better deal if we hire web designers from overseas”
“ vendor suggests we do things differently.”

Questions?
Norman Reiss
Manager, Online Services Crohn's & Colitis Foundation www.ccfa.org
Nonprofit Bridge [email_address]
Giving and the Recession

Succeeding with ePhilanthropy

by Norman Reiss on Jan 11, 2010

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Succeeding with ePhilanthropy — Presentation Transcript