Catholic Radio Association 2009

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  • And they’ll also be more likely to attend the elegant events that the elegant calendar made them aware of. Note that you have flexibility on the type of information you collect as part of a registration form. Don’t ask for what you don’t need, but do ask for relevant items that will make the event more pleasant for your attendees (and staff!)
  • Catholic Radio Association 2009

    1. 1. “Demystifying those ‘other’ technologies and using them to build stronger relationships with Catholic Radio Listeners”<br />October 16, 2009<br />Pam Dechert, CFRE, ePMT<br />Faith Based Team Leader and Senior Account Executive<br />eTapestry/Blackbaud<br />
    2. 2. The Market)) is Noisy<br />Websites, Online Giving, Social Media Demystified<br />Websites<br />Past, Present, and Future of the Nonprofit Website<br />Secrets of Successful Nonprofit Websites<br />The Passive vs. Active Website<br />Do It Yourself Website Usability<br />Where We Go from Here<br />Online Giving<br />Online Fundraising 1.0 vs. 2.0 <br />Myths about Online Fundraising<br />Online Giving that Gets Results<br />Your Next 6 Months Online<br />Where We Go from Here<br />Social Media<br />Web 1.0 vs. Web 2.0 <br />Listen, Experiment, and Engage<br />Nonprofit Social Media in Action<br />The Momentum of Permission<br />Where We Go from Here<br /><ul><li>Putting it all together</li></ul>Integrate, Integrate, Integrate<br />Report, Analyze, Be Strategic<br />Build those relationships<br />Be Donor- Centric<br />
    3. 3. Convergence. Are you ready?<br />Listen to Catholic Radio on iPhone! <br />A February 21, 2007 &quot;survey of 3,000 Americans released by consultancy Bridge Ratings & Research&quot; found that &quot;[a]s much as 19% of U.S. consumers 12 and older listen to Web-based radio stations.&quot; In other words, there were &quot;some 57 million weekly listeners of Internet radio programs. More people listen to online radio than to satellite radio, high-definition [sic] radio, podcasts, or cell-phone-based radio combined.&quot;[17][27]<br />        <br />Daily Mass<br />Listener Input<br />I listen to Catholic radio as much as I can, on the computer and while I… More »<br />I just wanted to tell you how much I love your radio station. My family moved… More »<br />I’m [name removed], from MALAYSIA - a Muslim nation which prohibited the use of radio and… More »<br />American Catholic Radio<br />Explores the Catholic faith from a variety of perspectives, with an emphasis on catechesis in a popular, friendly format, with a pleasant musical setting.<br />Listen to or Download This Week&apos;s Show!<br />Catholic radio is one of several new media the Holy Spirit is stirring up as tools of evangelization and catechises. As it grows out of infancy, Catholic radio is expanding and spreading the Gospel to millions of souls throughout the United States and the world.Catholic radio is a personal, immediate, and cost-effective tool to spread the Truth. Resting upon the principles of subsidiarity and solidarity, Catholic radio serves and responds to the needs of the local church, with minimal overhead expenses.<br />Click Here to Listen<br />iTunes and Mac Users<br />Download our free toolbar<br />
    4. 4. 2007 Charitable Giving Totals<br />Corporations$15.695.1%<br />Foundations$38.52 12.6%<br />Individuals$229.03 74.8%<br />Bequests$23.15 7.6%<br />$306.39 billion ($ in billions)<br />
    5. 5. Online Giving Estimates*<br />Estimate of Giving in 2001 = $550 million<br />Estimate of Giving in 2002 = $1.1 Billion<br />Estimate of Giving in 2003 = $1.9 Billion<br />Estimate of Giving in 2004 = $2.62 Billion<br />Estimate of Giving in 2005= $4.53 Billion<br />*The United States represents slightly more than ½ the Global Online Philanthropic Market. <br />Estimates provided by ePhilanthropy Foundation.<br />
    6. 6. Internet Usage & Activities<br />74% of adults in the U.S. use the Internet<br />87% of 18-29 yr. olds<br />82% of 30-49 yr. olds<br />72% of 50-64 yr. olds<br />41% of those 65+<br />Pew Internet Research Study, December 2008<br />91% send or read email<br />89% use a search engine to find information<br />83% look for information about a hobby or interest<br />81% look for information about a service or product for purchase<br />38% pay bills online<br />35% use on online social networking site<br />
    7. 7. New Breed of Listener, Donor, Member<br /><ul><li>Reads email before snail mail
    8. 8. Busy, satisfy interests on their schedule
    9. 9. Expect to find information online
    10. 10. Expects information to be personalized
    11. 11. Expects immediate feedback
    12. 12. Demands information/stewardship</li></li></ul><li>Use all your tools together<br />An Integrated Communications<br />Strategy<br />
    13. 13. Past, Present and Future of the Nonprofit Website<br />
    14. 14. August 6, 1991<br />
    15. 15. The Market is Noisy<br />Evolution of the Nonprofit Website<br />Brochureware Website<br />Transactional Website<br />Integrated Website<br />
    16. 16. The Market is Noisy<br />Evolution of the Nonprofit Website<br />Brochureware Website<br />One-way communication<br />Static pages and content<br />Owned by Marketing and created by IT<br />Pros<br />Something is better than nothing – maybe<br />Cons<br />No interactivity or engagement<br />Immediately out-dated, gets worse from there<br />“If you build it – they will come” strategy doesn’t work<br />And the list goes on and on and on…<br />
    17. 17. The Market is Noisy<br />Evolution of the Nonprofit Website<br />Transactional Website<br />Mostly one-way communication<br />Some interactive content and forms<br />Heavy focus on acquisition and anonymous visitors <br />Pros<br />It’s better than brochureware<br />Allows for online fundraising and constituent engagement<br />Cons<br />Tend to treat all visitors as the same<br />Often are over-designed and hard to maintain<br />Acquisition without retention is a flawed strategy<br />Your constituents expect a lot more…<br />
    18. 18. The Market is Noisy<br />Evolution of the Nonprofit Website<br />Integrated Website<br />Two-way communication – Web 2.0 friendly<br />Highly interactive content and forms<br />Allows for powerful acquisition and retention strategies<br />Pros<br />It’s what your constituents expect from a website<br />Audience focused – donors and non-donors<br />Makes the website part of the overall organization’s strategy<br />Integrated websites put the “R” in Return On Invesment<br />Cons<br />The website is no longer someone else’s problem<br />It’s what your constituents expect from a website<br />
    19. 19. Secrets of Successful<br />Nonprofit Websites<br />
    20. 20. The Integrated Website<br />Build affinity<br />Support online efforts<br />Leverage efficiencies<br />Further your cause<br />Raise more money<br />Build a loyal network of supporters<br />
    21. 21. The Market is Noisy<br />5 Mistakes Nonprofit Websites Make<br />Hidden Donate Button<br />Organization by Org Chart<br />Death by Scroll<br />The NASCAR Effect<br />Content Rot<br />Source: Connections – www.blackbaud.com/connections<br />
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    33. 33. The Market is Noisy<br />When is a Website Footer…not just a footer?<br />Lance Armstrong Foundation – www.livestrong.org<br />The Miami Project to Cure Paralysis – www.themiamiproject.org<br />Source: Sans Profit Design – www.blackbaud.com/sansprofitdesign<br />
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    35. 35. The Passive vs. Active Nonprofit Website<br />
    36. 36. Passive Website Strategy Active Website Strategy<br />Multiple Entry Points<br />Focused Entry Points<br /> Audience Centric Design<br />Consistent Navigation<br /> Targeted Content<br />Interactive Paths<br />Website Reporting<br /> Reporting & Analysis<br />
    37. 37. Develop User Personas<br />
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    42. 42. DIY Website Usability<br />
    43. 43. The Market is Noisy<br />How we really use the web<br />Fact of life #1: We don’t read pages. We scan them. <br />Fact of life #2: We don’t make optimal choices.We satisfice.<br />Fact of life #3: We don’t figure out how things work.We muddle through.<br />Source: Don’t Make Me Think, Steve Krug<br />
    44. 44. The Market is Noisy<br />DIY Usability Testing<br />Ingredients:<br />Website to test<br />Tasks on the Website to test<br />3 to 5 people to test the Website<br />A room for the testers<br />A computer connected to the Internet<br />A video camera (optional – but recommended)<br />Test Prep:<br />Write down the key goals of the website<br />Write down the critical tasks of the website<br />Write down the task success criteria<br />
    45. 45. The Market is Noisy<br />DIY Usability Testing<br />Follow these steps:<br />Have the user browse to the website.<br />Ask them about the purpose of the website and initial perceptions.<br />Ask them to complete one of the critical tasks.<br />Remind them to keep talking out loud.<br />Remind them that they can’t make mistakes.<br />Move on to the next critical task.<br />Thank your testers<br />Review the test results, make changes, repeat tests.<br />
    46. 46. Where We Go from Here<br />
    47. 47. The Market is Noisy<br />Where We Go from Here<br />Your constituents expect an integrated website<br />What worked a few years ago does not work today<br />Audience focused and active websites get results<br />A little usability testing goes a long way<br />Your website is just one piece of the puzzle<br />
    48. 48. The Market is Noisy<br />Want to learn more? Be sure to check out….<br />NetWits Blog<br />www.netwitsthinktank.com<br />My Blog<br />www.blackbaud.com/connections<br />The Baudcast<br />www.blackbaud.com/thebaudcast<br />Blackbaud Internet Resources<br />www.blackbaud.com/internetresources<br />
    49. 49. Online Fundraising 1.0 vs. 2.0<br />
    50. 50. Online Fundraising 1.0<br />Step 1: Collect email addresses<br />Step 2: Create or borrow an online donation form<br />Step 3: Send emails to people pointing them to donation form<br />Step 4: Collect donations<br />Step 5: Repeat as necessary<br />
    51. 51. Online Fundraising 2.0<br />Step 1: Make sure your fundraising strategy includes online<br />Step 2: Make sure every fundraising program has an online channel<br />Step 3: Define your audience(s) and get personal, meaningful, and relevant<br />Step 4: Test, test, test, and measure<br />Step 5: Repeat as necessary<br />
    52. 52. Myths about Online Fundraising<br />
    53. 53. The Market is Noisy<br />Myth #1: Our Donors Don’t Use the Internet…<br />Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis<br />
    54. 54. Myth #1: Our Donors Don’t Use the Internet…<br />Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis<br />
    55. 55. Myth #2: Online fundraising isn’t that big…<br />2001 2002 2003 2004 2005 2006 2007 2008 $550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B<br />44% <br />Growth<br />38% <br />Growth<br />72% <br />Growth<br />53% <br />Growth<br />56% <br />Growth<br />120% <br />Growth<br />100% <br />Growth<br />73% <br />Growth<br />Source: ePhilanthropy Foundation, Blackbaud<br />
    56. 56. Myth #2: Online fundraising isn’t that big…<br />Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis<br />
    57. 57. The Market is Noisy<br />Myth #3: Online giving cannibalizes offline…<br />Source: 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis<br />
    58. 58. Online Giving thatGets Results<br />
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    82. 82. Your Next 6 Months Online<br />
    83. 83. Giving<br />Weeks<br />
    84. 84. Online Fundraising Cycle<br />2009<br />2008<br />2007<br />
    85. 85. The Next 6 Months are Very Important<br />
    86. 86. Where We Go from Here<br />
    87. 87. The Market is Noisy<br />Where We Go from Here<br />What worked in the past does not work in the future.<br />The online giving experience is changing<br />Nonprofits continue to innovate online<br />The next 6 months are very important<br />What will you start doing differently tomorrow?<br />
    88. 88. Web 1.0 vs. Web 2.0<br />
    89. 89. &quot;Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending on your state of mind.&quot;<br />– KevinManey<br />
    90. 90. Web 1.0 refers to first generation Web-based content that was typically one-way static communication.<br />Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.<br />
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    94. 94. Relationship Pyramid 1.0<br />
    95. 95. Relationship Pyramid 2.0<br />Major <br />Gifts<br />Membership <br />& Annual Giving<br />Donors<br />Prospects<br />Face-to-Face <br />Phone<br />Cost of Relationship Building<br />$$$$ $$$ $$ $<br />Direct Marketing<br />Constituent Lifetime Value<br />Email | Web | Social Media <br />
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    97. 97. The Integrated Website<br />Build affinity<br />Support online efforts<br />Leverage efficiencies<br />Further your cause<br />Raise more money<br />Build a loyal network of supporters<br />
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    99. 99. Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Network<br />Social Media<br />Social Media<br />Social Media<br />Social Media<br />Social Media<br />Social Media<br />Social Media<br />Social Media<br />Social Media<br />Social Media<br />Billions and Billions of Touch Points<br />www.you.org<br />
    100. 100. Social Media Funnel<br />Social Media<br />Email<br />Website<br />RSS<br />
    101. 101. The Market is Noisy<br />Clay Shirky on Social Media…<br /> &quot;The loss of control you fear is already in the past.“<br />&quot;Tools don&apos;t get socially interesting until they get technologically boring.&quot;<br />&quot;Start small and good, then make it bigger&quot;<br />&quot;Don&apos;t hire consultants. Hire your own 23-year-olds.&quot;<br />&quot;We spend more time figuring out whether something is a good idea than we would have just trying it.&quot;<br /> &quot;Fail informatively - Fail like crazy.&quot;<br />Source: “15 Clay Shirky Quotes That Blew My Mind at NTC” – http://www.blackbaud.com/webbythings<br />
    102. 102. PERSONALIZATION<br />FREQUENCY & IMMEDIACY<br />
    103. 103. The Market is Noisy<br />Social Media Zen<br /> It’s not about you. It’s about them.<br /> It’s not about money. It’s about relationships.<br /> It’s not about control. It’s about insight. <br />
    104. 104. Listen, Experiment, and Engage<br />
    105. 105. The Market is Noisy<br />How do you get started?<br />Start Listening<br />Start Experimenting<br />Start Engaging<br />
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    107. 107. NetWits Blog<br />www.netwitsthinktank.com<br />
    108. 108. The POST Method<br /> People<br />Who are you targeting?<br /> Objectives<br />What are you trying to achieve?<br />Strategies<br />What will it look like when you are done?<br />Technology<br />What tools are you going to use?<br />GroundswellCharlene Li and Josh Bernoff<br />
    109. 109. Social Networking Tactics<br />Interact<br />Engage<br />Go where they are.<br />Give them content that they want / can’t get themselves<br />Interact<br />Drive them to take an action.<br />Start small. Promote sharing.<br />Activate<br />Present opportunities to take the next step<br />Use focused variety.<br />Activate<br />Engage<br />
    110. 110. Different Approaches<br />Defensive<br />Get something setup. Start listening.<br />1 week to start. Update periodically.<br />Opportunistic<br />Actively building the network, getting friends, getting cross-links, etc.<br />Blogging, tweeting, posting videos, photos, DIGGing, etc.<br />1 to 4 hours per week<br />Intentional<br />Driving dialogue with your biggest fans<br />Posting content, driving interaction through messaging, monitoring metrics, etc.<br />½ to full time person<br />
    111. 111. The Market is Noisy<br />A Few Cautionary Words…<br />There are no silver bullets<br />Try Stuff<br />Adjust and Try Again<br />
    112. 112. Test First – Fail Fast<br />
    113. 113. Nonprofit Social Mediain Action<br />
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    127. 127. The Market is Noisy<br />Are Twitter and Facebook Important for Event Fundraising? <br />Study looked at 370 events over a period of 3 weeks<br />
    128. 128. The Momentum of Permission<br />
    129. 129. The Market is Noisy<br />Where We Go from Here<br />Social media requires you get engaged.<br />Beware the hype. Focus on your strategy.<br />The one constant is change. Change is good.<br />The momentum of permission is real.<br />Relationships still matter. They matter a lot.<br />
    130. 130. The Market is Noisy<br />Want to learn more? Be sure to check out….<br />NetWits Blog<br />www.netwitsthinktank.com<br />My Blog<br />www.blackbaud.com/connections<br />The Baudcast<br />www.blackbaud.com/thebaudcast<br />Blackbaud Internet Resources<br />www.blackbaud.com/internetresources<br />
    131. 131. Questions?<br />Thanks!<br />pam.dechert@etapestry.com<br />317.336.3895<br />Pam Dechert, CFRE, ePMT<br />Faith Based Team Leader and Senior Account Executive<br />eTapestry/Blackbaud<br />

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