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Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
Leveraging a meaningful online presence for Non Profits
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Leveraging a meaningful online presence for Non Profits

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  • 1. So just what is this internet thing anyway How to Leverage a Meaningful Online Presence Peter Kaizer | Web/Multimedia Director Catholic Relief Services
  • 2. A little about me <ul><li>10 years in the online space </li></ul><ul><li>9+ years as the Director of CRS’ online program </li></ul><ul><li>Worked with the Baltimore Arch Dioceses CC Chapter </li></ul><ul><li>Worked with many other Non Profit clients </li></ul><ul><li>Spent 18 years making handmade pottery </li></ul>
  • 3. The Internet is NOT what it used to be <ul><li>Some background </li></ul><ul><li>Four out of five U.S. adults go online now. </li></ul><ul><li>91% of adults in households with annual income exceeding $75,000 go online </li></ul><ul><li>162 million websites on the internet today. </li></ul><ul><li>If you build it they will not necessarily come </li></ul><ul><li>A Web site is more of a piece of software than simply your annual report or brochure rendered on a screen online </li></ul>
  • 4. The Internet is NOT what it used to be <ul><li>The Internet has grown enormously in the past 15 years and is now the most important tool a non-profit can have to build relationships with constituents and supporters. </li></ul>
  • 5. The Recipe <ul><li>A great web site </li></ul><ul><li>Search optimization </li></ul><ul><li>A blog (YES you NEED one!!) </li></ul><ul><li>Web Multimedia (video, slideshows, visual storytelling) </li></ul><ul><li>Email marketing </li></ul><ul><li>Social Networks/Web2.0 </li></ul><ul><li>Management & governance </li></ul>
  • 6. Web site <ul><li>First things first: </li></ul><ul><li>Who is your audience </li></ul><ul><li>Demographic info </li></ul><ul><li>Interview a few users </li></ul><ul><li>Is your online presence for your beneficiaries also </li></ul><ul><li>What are you trying to communicate to your audience </li></ul>
  • 7. Web site <ul><li>What are the engagement pathways are you creating online </li></ul><ul><ul><li>Online donations </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Viral Marketing </li></ul></ul>
  • 8. Web site <ul><li>Components of a great web site: </li></ul><ul><li>Brand identity </li></ul><ul><li>Information Architecture </li></ul><ul><li>Primary Navigation </li></ul><ul><li>Secondary Navigation </li></ul><ul><li>Graphic Design </li></ul><ul><li>Typography </li></ul><ul><li>Usability </li></ul><ul><li>User testing! </li></ul>
  • 9. Web site Lets look at a few…
  • 10. Web site Donate widget on every page Email sign up widget on every page Easy sharing on every story
  • 11. Web site Footer is an underused part of most web sites
  • 12. Web Site <ul><li>What is the one thing that will change the way you need to think about your web site: </li></ul>
  • 13. Search optimization & marketing <ul><li>If you build it they will not necessarily come </li></ul><ul><li>Organic optimization </li></ul><ul><li>Write for humans & robots </li></ul><ul><li>Keyword density </li></ul><ul><li>Write for how your content might be found </li></ul><ul><li>Use Google free tools </li></ul><ul><li>Consider Paid Search as well </li></ul>
  • 14. Search optimization & marketing <ul><li>Paid Search via Google AdWords </li></ul>
  • 15. A Blog (can I do that) <ul><li>Some Blog basics: </li></ul><ul><li>A blog IS a web site (not something that only crazy outspoken people have) </li></ul><ul><li>It’s the best place to have a dialog with your constuients </li></ul><ul><li>The secret sauce is the comment threads </li></ul><ul><li>A blog without comments is hardly worth doing </li></ul><ul><li>Moderate comments </li></ul><ul><li>A blog is one of your BEST search optimization tools </li></ul><ul><li>Every new or updated post alerts the Search Engines (remember the robots they need to be feed too) </li></ul>
  • 16. A Blog (yes you can do that) <ul><li>More Blog basics: </li></ul><ul><li>Your editorial tone should be different more informal, reflective, conversational, ask your visitors questions… </li></ul><ul><li>Keep posts short </li></ul><ul><li>Post often (remember every new post is robot food) </li></ul><ul><li>Use Categories & Tags </li></ul>
  • 17. A Blog (yes you can do that)
  • 18. Web Multimedia <ul><ul><li>The Web is about storytelling </li></ul></ul><ul><ul><li>A picture is worth… well they say 1,000 words </li></ul></ul><ul><li>Photos tours and web video are compelling storytelling vehicles </li></ul><ul><li>Broadband usage is increasing </li></ul><ul><li>Flash Video technology makes it easy to deliver multimedia & video content seamlessly </li></ul><ul><li>Most media sites are doing it so it’s expected </li></ul><ul><li>We are now in the YOUTUBE age </li></ul>
  • 19. Web Multimedia <ul><ul><li>The Web is about storytelling </li></ul></ul>
  • 20. Web Multimedia <ul><ul><li>The Web is about storytelling </li></ul></ul>
  • 21. Email Marketing <ul><li>For most organizations the point of entry in an email </li></ul><ul><li>Drives to an online destination with a call to action. </li></ul><ul><li>Make a donation </li></ul><ul><li>Advocate </li></ul><ul><li>Tell your friends </li></ul>
  • 22. Email Marketing <ul><li>A few Email best practices: </li></ul><ul><li>Brand your emails consistent with your online presence </li></ul><ul><li>Keep it short </li></ul><ul><li>Always create a text only version </li></ul><ul><li>Have a link to online version at top </li></ul><ul><li>Suggest adding sender email to address book </li></ul><ul><li>Follow CanSpam guidelines </li></ul><ul><li>ALWAYS have an opt out mechanism </li></ul>
  • 23. Email Marketing Link to web version Forward to friend Keep it short & link to Web site
  • 24. Email Marketing <ul><li>More Email best practices: </li></ul><ul><li>Limit your use of images </li></ul><ul><li>DON’T just cut up an image to display with html (use real html text) </li></ul><ul><li>Email clients (outlook, apple mail, Thunderbird, lotus notes, eudora, etc) are inconsistent in their interpretation of html </li></ul><ul><li>And then there are all the web mail clients (AOL, Yahoo, Gmail, etc) </li></ul>
  • 25. Social Networks <ul><li>How To Successfully Raise Money </li></ul><ul><li>Using Social Networks and Web 2.0 </li></ul>(yeah, right.)
  • 26. <ul><li>Ten reasons to enter into social networking anyway: </li></ul><ul><ul><li>Everybody’s doing it.  </li></ul></ul><ul><ul><li>The incredibly powerful, viral nature of these sites.   </li></ul></ul><ul><ul><li>Online actions inspire “real world” conversations.  </li></ul></ul><ul><ul><li>Directly communicate with a target audience.  </li></ul></ul><ul><ul><li>A new opportunity to tell your story. </li></ul></ul><ul><ul><li>Increasing awareness. </li></ul></ul><ul><ul><li>Establish relationships with younger donors/supporters. </li></ul></ul><ul><ul><li>Consistent contact information.  </li></ul></ul><ul><ul><li>Enhanced user experience.  </li></ul></ul><ul><ul><li>The number of users on these sites </li></ul></ul>Social Networks
  • 27. <ul><li>The main ones to pay attention to: </li></ul><ul><li>Facebook (around 70 million users) </li></ul><ul><li>My Space (over100 million users) </li></ul><ul><li>You Tube 70,000 new videos a day </li></ul><ul><li>Twitter (micro blogging/lifecasting 140 characters at a time) Approaching 1 million users </li></ul>Social Networks
  • 28. Social Networks
  • 29. A few tricks we’ve tried. Social Networks
  • 30. Social Networks Join forces with your supporters
  • 31. Contests and giveaways Social Networks 225 new fans in 9 days - 5x the rate we would typically see over the same time
  • 32. Setting goals: “Help us reach 1,000 friends!” Social Networks
  • 33. Cross-promote Social Networks Footer of all CRS Community emails
  • 34. Emergencies Social Networks
  • 35. <ul><li>Who’s going to do this??? </li></ul><ul><li>Get a Summer intern </li></ul><ul><li>Facebook: went from 351 to over 839 fans </li></ul><ul><li>MySpace: went from 45 to over 1300 friends </li></ul><ul><li>Good writing skills are a must </li></ul><ul><li>Invite, invite, invite </li></ul><ul><li>Keep fresh content daily </li></ul><ul><li>Keep up the level of interaction </li></ul><ul><li>What happens in September? </li></ul>Social Networks
  • 36. Management & governance <ul><li>Some things to consider: </li></ul><ul><li>Who owns the online program </li></ul><ul><li>Skill level of staff (web work IS a specialized skill) </li></ul><ul><li>Analytics, Analytics, Analytics! </li></ul><ul><li>Put Google Analytics on your site right now! </li></ul>
  • 37. Resources <ul><li>Web sites: </li></ul><ul><li>http://alistapart.com/ </li></ul><ul><li>Blogging: </li></ul><ul><li>http://www.problogger.net/ </li></ul><ul><li>Email Marketing: </li></ul><ul><li>http://www.campaignmonitor.com/resources/ </li></ul><ul><li>Social Networks/Web2.0: </li></ul><ul><li>http://beth.typepad.com/beths_blog/ </li></ul><ul><li>http://www.readwriteweb.com/ </li></ul><ul><li>http://mashable.com/ </li></ul>
  • 38. Thank you <ul><li>Feel free to contact me with questions: </li></ul><ul><li>Peter Kaizer </li></ul><ul><li>[email_address] </li></ul><ul><li>410.951.7338 </li></ul><ul><li>Facebook: search for me by name </li></ul><ul><li>Twitter: http://twitter.com/pdkaizer </li></ul><ul><li>AIM: pdkweb </li></ul>

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