Tools for Nonprofit Marketing (Community Building, Communication, Fundraising, and more!) : Web 2.0 We’re off to see the wizard…

Don’t Worry. It’s not this scary… Or this perfect…

Don’t Worry.

It’s not this scary…

Where the Story Takes Us The Tornado (convergence of catalytic factors) The Cast of Characters (influencers, you!) The Journey (where are we going ? And why?) The Wizard (the ‘magic’ – what’s behind the curtain?) No Place Like Home (figure out what really matters)

The Tornado

(convergence of catalytic factors)

The Cast of Characters

(influencers, you!)

The Journey

(where are we going ? And why?)

The Wizard

(the ‘magic’ – what’s behind the curtain?)

No Place Like Home

(figure out what really matters)

Wide use of internet, common platform Increased amount of information generated Increased demand for ease of use Increased demand for “connectedness” Need to “ level the playing field ” Need to contribute The Tornado… Web 2.0: perceived second generation of web-based communities and hosted services — such as social networking sites, wikis, etc. — which facilitate collaboration and sharing between users. (wikipedia.com) Why Web 2.0?

Wide use of internet, common platform

Increased amount of information generated

Increased demand for ease of use

Increased demand for “connectedness”

Need to “ level the playing field ”

Need to contribute

What’s Over The Rainbow? (or why go?) Pot of Gold? Or Wild Goose Chase? Wanted: Strong Community Trust Open Dialogue Engaged Constituents Informed Network Need: Effective (Affordable) Tools No Fear/New Mindset

Pot of Gold?

Or Wild Goose Chase?

Wanted:

Strong Community

Trust

Open Dialogue

Engaged Constituents

Informed Network

Need:

Effective (Affordable) Tools

No Fear/New Mindset

The Average NY Times contains more information than a person was likely to come across in a lifetime in the 18 th Century.

It’s been up to you all along… The Cast of Characters

One out of Eight Couples Married in 2006 Met Online. MySpace is the 11 th Largest Country in the World. The Number of Text Messages Sent each day exceed the Total Population of Earth. 2.7 Billion Google Searches Per Month.

Position Yourself – Inform & Educate The Source for Information The Source for Conversation The Source for Feedback The “first stop” on the internet

Position Yourself – Inform & Educate

Connect & Communicate

Listen to people who matter

Create Community Connect & Communicate Position Yourself (as?) Support Clients $$$$$$ Inform & Educate Marketing & Branding Listen

Questions?

The Wizard Blogs & RSS Feeds Social Bookmarking Pictures & Video Social Networking Widgets (Fundraising, etc.) Organizational Efficiency Tools & Gadgets We'll soon see job openings for "Social Media Managers", probably followed in a year or so by "Director of Social Media", "VP - Social Media", or even "Chief Social Media Officer". The days of worrying about only your own web site ended in 2007.

Blogs & RSS Feeds A publicly accessible journal for an individual or organization (sometimes with video).

A publicly accessible journal for an individual or organization (sometimes with video).

BethKanter .org Includes Journal (text) Video (vlogs) Screencasts Podcasts Photos Widgets Tag Cloud (and more!)

How do you engage a community? 90% Lurk 9% Respond 1% Post

How do you engage a community?

90% Lurk

9% Respond

1% Post

Make it PERSONAL! What matters to YOU? Want to see your PICTURE ON the BLOG? What do you think of Web 2.0 so FAR? (What are some things you could do? At Events? Programs? Fundraisers?)

Which way do you go? Get information in and Put information out Makes you look really smart. But…how?

RSS Feeds A summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with their favorite web sites in an automated manner that's easier than checking them manually

RSS Feed “Readers” Google Alert!

Putting it Out There! http://www.ccsnys.org

Social Bookmarking Del.icio.us A Class By Itself

Del.icio.us

A Class By Itself

Online Communities 1 2 3

Pictures & Video

Slide.com Flickr Jumpcut

Social Networking donations… volunteers… marketing… networking…

The power in this is the connection and the ongoing dialogue!

Exponential growth of Web 2.0 and adoption by all generations Demographic Profile of Visitors to MySpace.com Percent Composition of Total Unique Visitors The State of MySpace Source: comScore Media Metrix (10/2006) The number of registered users for MySpace exceeds the combined population of our three most populous states and the total US population in 1900. Over 50% of the unique visitors are over 35. Demographic Profile August 2005 August 2006 Point Change US Unique Visitors (000) 21,819 55,778 Total Audience 100 100 - Persons: 12 - 17 24.7 11.9 -12.8 Persons: 18-24 19.6 18.1 -1.4 Persons: 25-34 10.4 16.7 6.2 Persons: 35-54 32.4 40.6 8.2 Persons: 55+ 7.1 11 3.9

Ok, I only have a few People LinkedIn, BUT Behold…the power of Web2.0!

Now I know all these people!

What in the World is a Widget?

Political Campaigns ’07 Obama’s Campaign: $32 million raised from 275,000 people who gave $100 or less

If Obama can, you can! 20% Source: http://en.wikipedia.org/wiki/The_Long_Tail High $ value donors, Smaller distribution Low $ value donors, Greater distribution Web 2.0 significantly increases total value contributed by larger distribution of smaller value donors. Control

Website Building Tools

Website Building Tools widget forms video links blog photos

Organizational Tools For Effectiveness, Efficiency and Fun! GoogleApps Calendar iGoogle Docs & Spreadsheets Google Groups Zoho Make any document a link Manage Projects

GoogleApps

Calendar

iGoogle

Docs & Spreadsheets

Google Groups

Zoho

Make any document a link

Manage Projects

I (heart) Google

Ok, this all sounds great, but how does it affect me?

Behold…The Special Event. The Old Way Post Event Send mailed invite Send email invite (maybe) Get responses Wonder why no one comes Wonder why we make no money Do it again next year

Post Event

Send mailed invite

Send email invite (maybe)

Get responses

Wonder why no one comes

Wonder why we make no money

Do it again next year

The Old Way You push Out….then what?

You push Out….then what?

The New Way Post an idea for an event idea on your blog – ask for feedback and comments Get responses from several key members, clients, community folks, stakeholders Reshape event to fit Post event on your blog Have new blog post show up in users RSS feed reader Have people register online with comments (that others can read) Have others start posting about your event in their blogs Set up concurrent event in SecondLife Wonder why so many people are showing up Wonder why expenses are so low Post blog about your experience, get kudos online from attendees the next day along with feedback for next year’s event!

Post an idea for an event idea on your blog – ask for feedback and comments

Get responses from several key members, clients, community folks, stakeholders

Reshape event to fit

Post event on your blog

Have new blog post show up in users RSS feed reader

Have people register online with comments (that others can read)

Have others start posting about your event in their blogs

Set up concurrent event in SecondLife

Wonder why so many people are showing up

Wonder why expenses are so low

Post blog about your experience, get kudos online from attendees the next day along with feedback for next year’s event!

Other Applications The “A”-Team Constantly updated information for people that matter Community building & sense of ownership Raise more money . Get more people involved Internal Efficiencies : projects, strategic plan, schedules What About the Board ?

The “A”-Team

Constantly updated information for people that matter

Community building & sense of ownership

Raise more money . Get more people involved

Internal Efficiencies : projects, strategic plan, schedules

What About the Board ?

The “Fly”(ing Monkeys) In The Ointment Skepticism Lack of Understanding, Time, Resources Board & Staff Backlash Too Much of a Good Thing

A Heart A Brain The Nerve A Home A Return on Investment?

How Do We Decide? (oddly, that is very similar to any process)

People who love you (your cause ) People who tell you the truth Support Inter action Communication Fun! Hey! Where are all the links? http://del.icio.us/valeriev

People who love you (your cause )

People who tell you the truth

Support

Inter action

Communication

Fun!

Things to do tomorrow… You Can Do It Too! Things to Do Tomorrow: Set up a Google Alert for your organization, your areas of interest, or your competitors Start your own blog . Don’t make it “live” yet. Just share it with colleagues for feedback Create a del.ici.ous account: Join my network, and others. Learn the art and value of “tagging” Build a Website for your organization with Weebly (www.weebly.com). It’s free. Take a look at Facebook Causes. See what other nonprofits (like yours) are online. Check out the competition. Create a Google Calendar for yourself and encourage others. Test the power of sharing. Apply for a Google Grant. This allows you to be featured when people do a key word search on topics that are related to your nonprofit. Visit your organization’s profile on Network for Good. If you submit an IRS Form 990, you’re already there. Build a donation widget for your organization and share it with friends

You Can Do It Too!

Things to Do Tomorrow:

Set up a Google Alert for your organization, your areas of interest, or your competitors

Start your own blog . Don’t make it “live” yet. Just share it with colleagues for feedback

Create a del.ici.ous account: Join my network, and others. Learn the art and value of “tagging”

Build a Website for your organization with Weebly (www.weebly.com). It’s free.

Take a look at Facebook Causes. See what other nonprofits (like yours) are online. Check out the competition.

Create a Google Calendar for yourself and encourage others. Test the power of sharing.

Apply for a Google Grant. This allows you to be featured when people do a key word search on topics that are related to your nonprofit.

Visit your organization’s profile on Network for Good. If you submit an IRS Form 990, you’re already there. Build a donation widget for your organization and share it with friends