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Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
Succeeding with ePhilanthropy
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Succeeding with ePhilanthropy

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webinar given 1-21-09

webinar given 1-21-09

Published in: Technology, Business
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  • 1. Succeeding with ePhilanthropy Norman Reiss Manager, Online Services Crohn's & Colitis Foundation Nonprofit Bridge www.nonprofitbridge.com www.n Jan. 21, 2009
  • 2. Tip #1 <ul><li>Optimize online donations </li></ul><ul><ul><li>Available on your web site? </li></ul></ul><ul><ul><li>Easy to find? </li></ul></ul><ul><ul><li>Provide many ways to donate? </li></ul></ul><ul><ul><li>Have you tested all forms? </li></ul></ul>
  • 3. What is ePhilanthropy <ul><li>Using online strategies to: </li></ul><ul><li>Stimulate fundraising </li></ul><ul><li>Attract new constituents </li></ul><ul><li>Engage current constituents </li></ul><ul><li>Per Network for Good , ePhilanthropy is using Internet and technology to manage your nonprofit fundraising, volunteer, and advocacy efforts. </li></ul>
  • 4. Tip #2 <ul><li>Review email newsletter signup options </li></ul><ul><ul><li>Easy to sign up? </li></ul></ul><ul><ul><li>How much information do you ask for? </li></ul></ul><ul><ul><li>Can you commit to a regular schedule? </li></ul></ul><ul><ul><li>Always ask for email addresses </li></ul></ul>
  • 5. Tip #3 <ul><li>Email newsletter strategies </li></ul><ul><ul><li>Don't send everything to everyone </li></ul></ul><ul><ul><li>Keep to a regular schedule </li></ul></ul><ul><ul><li>Track statistics on open rate, click thru etc. </li></ul></ul><ul><ul><li>Write a powerful subject line </li></ul></ul><ul><ul><li>Pay attention to unsubscribes </li></ul></ul><ul><ul><li>Include one call to action </li></ul></ul>
  • 6. Tip #4 <ul><li>Use multichannel strategies </li></ul><ul><ul><li>Plan appeals to use online and offline components </li></ul></ul><ul><ul><li>Structure your organization so that online and offline staff work together </li></ul></ul><ul><ul><li>Use content optimized for each platform </li></ul></ul><ul><ul><li>Maintain an integrated calendar </li></ul></ul>
  • 7. Tip #5 <ul><li>Keep in touch with constituents </li></ul><ul><ul><li>Focus on top supporters </li></ul></ul><ul><ul><li>Personalize auto responders </li></ul></ul><ul><ul><li>Show them other ways they can help besides financial contributions </li></ul></ul><ul><ul><li>Demonstrate the difference they are making </li></ul></ul>
  • 8. Tip #6 <ul><li>Be visible on other platforms </li></ul><ul><ul><li>Not everyone will visit your web site </li></ul></ul><ul><ul><li>Develop a presence on Facebook </li></ul></ul><ul><ul><li>Use Technorati, Google Search to learn who's talking about your organization online </li></ul></ul><ul><ul><li>Write a blog and develop relationships with nonprofit bloggers </li></ul></ul>
  • 9. Tip #7 <ul><li>Promote online fundraising </li></ul><ul><ul><li>Spread the word about organization events </li></ul></ul><ul><ul><li>Encourage third party fundraising efforts </li></ul></ul><ul><ul><li>Use an established online vendor </li></ul></ul><ul><ul><li>Develop 'friends supporting friends' events </li></ul></ul>
  • 10. Tip #8 <ul><li>Use web statistics </li></ul><ul><ul><li>Use Google Analytics – free </li></ul></ul><ul><ul><li>Track most popular web pages </li></ul></ul><ul><ul><li>Review which sites visitors come from </li></ul></ul><ul><ul><li>Look at trends, not absolute numbers </li></ul></ul>
  • 11. Tip #9 <ul><li>Focus on usability </li></ul><ul><ul><li>Ask 5 people to do common tasks on your web site </li></ul></ul><ul><ul><li>Use surveys to get information, e.g. SurveyMonkey </li></ul></ul><ul><ul><li>Pay attention to general inquiries </li></ul></ul><ul><ul><li>Review all online transaction forms </li></ul></ul>
  • 12. Tip #10 <ul><li>Stay positive </li></ul><ul><ul><li>Constituents have always continued to donate during past recessions </li></ul></ul><ul><ul><li>Online strategies may not require a large capital investment </li></ul></ul><ul><ul><li>Focus on opportunities, not on problems </li></ul></ul>
  • 13. Internet Strategy Forum <ul><li>Corporate Internet Executive Study </li></ul><ul><li>Updated Spring 2008 </li></ul><ul><li>Available at http://www.internetstrategyforum.org/research/ </li></ul><ul><li>Reviews role of online strategists at both for profit and nonprofit organizations </li></ul>
  • 14. Who Drives Online Strategy? <ul><li>Marketing / Communications? </li></ul><ul><li>Development? </li></ul><ul><li>Information Technology? </li></ul><ul><li>Senior Management? </li></ul><ul><li>Board? </li></ul><ul><li>Stand-alone ‘Web’ Group? </li></ul>
  • 15. Who Drives Online Strategy? <ul><li>Marketing is most often responsible, but online strategy is usually a group effort </li></ul><ul><li>More companies are using separate department to focus on web strategy </li></ul><ul><li>Project management techniques can be used to improve collaboration </li></ul><ul><li>In absence of a separate group, best approach is multiple departments working together to develop and implement online initiatives </li></ul>
  • 16. 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
  • 17. Background before doing Internet related work <ul><li>Most Common </li></ul><ul><li>Information Technology </li></ul><ul><li>Traditional Brand Marketing </li></ul><ul><li>Traditional Direct Marketing </li></ul><ul><li>Others: </li></ul><ul><li>Application Development, Customer Support,Sales, Advertising, Graphic Design </li></ul>
  • 18. How NOT to Implement Online Strategies <ul><li>“ everything is being done over Internet, we don’t need any IT staff” </li></ul><ul><li>“ we don’t need to do a formal evaluation – I’ve worked with this person / vendor before” </li></ul><ul><li>“ vendor says we can connect our online and offline systems and they will help us to do it” </li></ul><ul><li>“ we can get a better deal if we hire web designers from overseas” </li></ul><ul><li>“ vendor suggests we do things differently.” </li></ul>
  • 19. Questions? <ul><li>Norman Reiss </li></ul><ul><li>Manager, Online Services Crohn's & Colitis Foundation www.ccfa.org </li></ul><ul><li>Nonprofit Bridge [email_address] </li></ul><ul><li>Giving and the Recession </li></ul>

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