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Google tools and offline online integration st 2
 

Google tools and offline online integration st 2

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Toronto Conference

Toronto Conference

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  • Part I: Tools and context• Introduction and a word on data• Google insights for search and the death of the ‘prompted awareness survey’*• A bit on SEO• A bit on Google AdWordso Including some live ideas• A bit about your website – not in depth; more about the need for stories, and what is the purpose of your site• Some resources that are really useful for developing your online presence
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • Do five charities that are there.Pick on one and compare them with their competitors.
  • FIREFOX has the Google stuff
  • Multi Channel Approach To Finding Monthly DonorsPart II: Digital in an offline world - Integrating digital into fundraising that works• Acquisition – especially monthly donors• Honeymoon period; what to do early days• Ongoing and warm communications• Email v mail in direct marketing• The importance of brilliant copy• Some resources that are really useful for you
  • Concentrate on the needs, wants and satisfactions of your donors
  • Jot down your thoughts – MTV Burma
  • Apply the Pareto principle to gift types and BQ and Major gifts become the ultimate goal to aim for
  • Go to Chrome

Google tools and offline online integration st 2 Google tools and offline online integration st 2 Presentation Transcript

  • How a Search Engine is Helping Charities Transform the Way they FundraisePart I: Tools and context
  • Part I: Tools and context
    ·         Intro and a word on data
    ·         Google insights for search and the death of the ‘prompted awareness survey’ *
    ·         A bit on SEO
    ·         A bit on Google AdWords
    o   Including some live ideas
    ·         A bit about your website – not in depth; more about the need for stories, and what is the purpose of your site
    ·  Part II: Digital in an offline world - Integrating digital into fundraising that works
    ·         Acquisition – especially monthly donors
    ·         Honeymoon period; what to do early days
    ·         Ongoing and warm communications
    ·         Email v mail in direct marketing
    ·         The importance of brilliant copy
    ·         Some resources that are really useful for you
  • A bit about me
  • Data
  • ENVIRONMENTAL
    • How much is given
    • Growth
    • Competition
  • ANALYTICAL
    • Your Growth
    • Your donor
    Behaviour
    • Used for targeting
    ENVIRONMENTAL
    • How much is given
    • Growth
    • Competition
  • ANALYTICAL
    • Your Growth
    • Your donor
    Behaviour
    • Used for targeting
    ENVIRONMENTAL
    • How much is given
    • Growth
    • Competition
    PERSONAL
    • Transactions
    • Legacy status
    • Pet name
  • ANALYTICAL
    • Your Growth
    • Your donor
    Behaviour
    • Used for targeting
    ENVIRONMENTAL
    • How much is given
    • Growth
    • Competition
    PERSONAL
    • Transactions
    • Legacy status
    • Pet name
  • TECHNICAL DATA
    - used
    STRATEGIC DATA
    - informs
    ANALYTICAL
    • Your Growth
    • Your donor
    Behaviour
    • Used for targeting
    ENVIRONMENTAL
    • How much is given
    • Growth
    • Competition
    PERSONAL
    • Transactions
    • Legacy status
    • Pet name
  • TECHNICAL DATA
    - used
    STRATEGIC DATA
    - informs
    Facts not anecdote!
    ANALYTICAL
    • Your Growth
    • Your donor
    Behaviour
    • Used for targeting
    ENVIRONMENTAL
    • How much is given
    • Growth
    • Competition
    PERSONAL
    • Transactions
    • Legacy status
    • Pet name
  • I
    Focus
    groups
  • TECHNICAL DATA
    - used
    STRATEGIC DATA
    - informs
    ANALYTICAL
    • Your Growth
    • Your donor
    Behaviour
    • Used for targeting
    Bench-marking
    ENVIRONMENTAL
    • How much is given
    • Growth
    • Competition
    PERSONAL
    • Transactions
    • Legacy status
    • Pet name
  • All areas of giving dropped in 2009, except for monthly giving which grew strongly. Cash in particular was incredibly vulnerable.
  • Aust/NZ charities weathered the financial collapse well. Bequests still dominate despite slowing down in comparison to monthly giving
    ‘Regular gift’ is Aussie for ‘monthly giving’
  • Gross Cash Income – Channel
    Cash income from DM dropped 15%. The question remains: how much is attributable to performance v decisions made?
  • Cash income by channel of solicitation
    Online growing steadily year on year – but still tiny.
    DM still remains major channel for cash recruitment.
  • Why bother with digital!?
  • Power of your website
    More than 50% said they would not have taken further action if they had not first visited charity website
    Integration is key
    Source: toward e-engagement Nonprofits and Individuals Engaging online – Kellogg Foundation
  • Toolbox
    Social Networking and Community Building
    Communication/Education and Stewardship
    Online donations and membership
    Event registration and management
    Prospect research
    Volunteer recruitment and management
    Advocacy and activism
  • Relevance
  • It’s about action, not just $
  • Let’s have a look at you…
  • Part II: Multi Channel ApproachPart II: Digital in an offline world - Integrating digital into fundraising that works
  • Its all about
    Relationships…
    Not technology
  • The Individual Giving Pyramid
  • All areas of giving dropped in 2009, except for monthly giving which grew strongly. Cash in particular was incredibly vulnerable.
  • The monthly giving landscape
    Monthly giving continues to grow in Canada, our benchmarking members have seen growth of 9% from $44m to $48m in 2009.
  • Street recruitment (face to face and door to door) still delivering most volume.
    Street dominates ‘new’ monthlies
  • Street recruitment (face to face and door to door) still delivering most volume.
    Online monthlies hard to find
  • Who are we looking for?
  • Social Networking Sites
  • Outdoor
    Offline PR
    Contextual Advertising
    Channel
    Integration
    Social Networking Sites
    Face to Face
    Websites / SEO
    Banner ads
  • Multi channel, multi stage
  • Honeymoon
  • Email v Mail
    V
  • Resources
    www.futurefundraisingnow.com/
    Seantriner.blogspot.com
    www.whichtestwon.com/
    www.google.com/insights/search/#
    www.google.ca/ads/
    www.sofii.org
    www.commonnow.com
    www.paretofundraising.com/2009/09/call-that-a-crisis-this-is-a-crisis/
    Jonathongrapsas.blogspot.com
  • Thank yousean.triner@paretofundraising.comseantriner.blogspot.com