Where should you focus if
your objective is to build
Which segment would
you prioritize – active
info-seekers of passive
Email Address Acquisition
“LIKEs” on your Facebook Page
Conversations with existing supporters
Enabling supporters to promote you
Mobilizing Existing Supporters for Action
Keep your content fresh. Enlist your supporters
for creating content. Should you use a content
management system ?
Mix content of various types – text, video,
photos, pdfs, ppts, audio. Why?
Call to Action should be clear on the site –
Donate Online/Pledge etc.
Syndicate, syndicate, syndicate – Where?
Check Search Engine Friendliness of your
website - www.searchohana.com
Make it a 2 way conversation. Make it
personal. Make it easy to share
Web AnalyticsTools – Google Analytics***
Choosing the right hosting provider.
PaidV/s Natural. Pros and Cons?
Natural Search – On-site & Off-site
Keyword Research – relevant keywords with
high volume and low competition
Branding v/s Direct Marketing
Direct Media Buys v/s Ad Networks
Examples of organizations including display
extensively – worldvision.in
Obtaining Permission - Create an opt-in
Segmenting and maintaining your list
Newsletters, announcements, promotions, action
Email MarketingTools – e.g. mailchimp.com
Facebook – pages or groups ?
Facebook – Causes App -
Twitter – how important is it in India ?
Social MediaAds – e.g. FB Ads
1 viral can take your campaign to the next
Many aggregrators or inventory providers are
not able to always sell 100% of their
Inventory is perishable
Instead of showing blank ad spaces, default
public service ads are shown
Action point: Contact ad space owners ( large
publishers or aggregators) and ask about Public
Apply for a Google Grant – www.google.com/grants -
mayb need to be a 501 c(3)
Youtube Non profits program -
http://www.youtube.com/nonprofits – available only
501 c(3) Non profits can also use Ad Council –