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Online FundraisingIntegrated Fundraising
The Day  1. OBJECTIVES AND BACKGROUND  2. STRUCTURE  3. PLAN  4. AUDIENCE  5. CHANNELS AND TOOLS  6. BRAND AND CONTENT  7....
OBJECTIVES 1. Develop an online fundraising strategy 2. Integrate your online fundraising into your current    fundraising...
THE 3 MANTRAS Be human and tell stories Think user experience Make it simple and easy to donate
CREATING ADVOCATESWe are now in the business of winning hearts and minds – notmarketing
ONLINE FUNDRAISING                    MOBILE          WEBSITE                                                       NEWSLE...
ONLINE FUNDRAISINGMARKETING HAS CHANGED
WHO IS THE AUDIENCE?                 Supporters/volunteers                          Donors
WHO IS THE AUDIENCE?BUILDING A BRAND COMMUNITY
THE MARKETING PROCESS
NON PROFIT CHALLENGESOnline giving has increased        Voluntary donations to the UK’sby 85% in the past three           ...
THINGS HAVE CHANGED FROM                      TO Channel                   Network Mass Consumption          Universal par...
ONLINE GIVINGAsian Tsunami• USA: estimated 65%  of $350M donations  came from online• UK: world record for  most money don...
ONLINE GIVING                                              Online Giving                    2009                          ...
ONLINE GIVINGThe Haiti Effect in 2010• 18.4% of online  giving took place in  January compared  to 18.3% in  December 2010...
TRENDS IN GIVING   •    80% of those surveyed made donations both online and offline   •    72% of those surveyed said don...
THE GROWTH IN IN ONLINE GIVING                                                     Online Giving Growth by Organization Si...
HOW PEOPLE DISCOVER THEIR CHARITY          The Generations    Gen-Y         (b. 1981 – 1991)    Gen-X         (b. 1965 – 1...
HOW DO PEOPLE DONATE         Donation Channels Overall and by Generation         (blue numbering represents statistically ...
CHANGING CHANNELSWhen asked which communication tools charities should usemore of…only social networking and communication...
THE COMMERCIAL WORLD
SUMMARY• Online will continue as the fastest growing giving  channel.• Onlines influence will grow as older donors engage ...
SUMMARY• Non-profits need to influence their most vocal and  loyal supporters to be activate promoters.• Information overl...
STRUCTUREIntegrated Fundraising
STRUCTURE       Strategy        Brand       Objectives      Story       Plan            Content       Measures        Conv...
THE BUILDING BLOCKS                                            Brand                                            Story     ...
STRUCTURE             Strategy             ObjectivesPLAN         Plan             Measures             Resources
STRATEGY, OBJECTIVES, TACTICS         OBJECTIVE                              STRATEGY                                TACTI...
SIMPLE PLANNING FORMGOALSOBJECTIVESSTRATEGYTARGET       Tools   Tactic   Message   Timeline   Resources   Who isAUDIENCE  ...
ONLINE IS ABOUT MEASUREMENT               The % of people who only visit 1 pageBounce rate               The length of tim...
ONLINE IS ABOUT MEASUREMENT               No of people subscribed to newsletter/RSS feedsSubscribers               % of pe...
LISTENING TOOLSSocial Mention                        Monitter                    Crowdbooster                         Twit...
TWITTER ANALYSIS TOOLSTweetStats                       tHE ARCHIVIST             TweetStats                          The A...
THE MORE YOU UNDERSTAND…
STRUCTURE             Donor             VolunteerAUDIENCE     Data             Segmentation             Conversations
TARGET AUDIENCE  • Segmenting is dividing a market into distinct groups with    distinct needs, characteristics or behavio...
USING PERSONAS• Personas remove the tendency to think  of yourself• Brings focus to the target audience• Builds empathy   ...
USING PERSONASTells Us• Who the donors are• What are the motivations• How our cause can fit into the  context of their lif...
RESEARCH
SOME LISTENING TOOLS      Google Alerts      Social Mention       Monitter        Blogpulse          Twitrratr        Crow...
WHAT TO LISTEN FOR                                             What are                                            influen...
GLOBAL STUDY Wealth Indicators Understanding data e.g. wealth indicators enables better targetingSource: Charity Aid Found...
YOUR AUDIENCE• Target Your Audience                          Example:                                                • Blo...
LEARN AND LEARN
STRUCTURE             Channels             ToolsCHANNELS     Processes             Policies             Integration
DONATION CHANNELS                           WHAT WAS THE SOURCE OF THE DONATION?Source: www.insights.org
INTEGRATE ONLINE AND OFFLINE Newsletters      Social Networks   Fundraising   Online Media                                ...
INTEGRATE OFFLINE AND ONLINE       Quick Response (QR) codes have been       gaining ground recently (take a look at      ...
QR Codes  Types of Information that can be delivered using a QR Code
PAID, EARNED, OWNED                                ADVER ING                                        TIS                   ...
Website 1
WEBSITE 2
MISTAKESCommon problems• Usability: page and design  – Poor architecture (things hard to find and    navigate)  – Cluttere...
WEBSITE• Make it visual (real people)• Clear calls to action    – Vounteer, donate, publicize      us, tell your story…• B...
WHAT IS WRONG WITH THIS                          After
WHAT IS WRONG WITH THIS                          After
LANDING PAGESWhy Use a Landing Page?• Keeps people focused on an  action• Simplifies a message• Provides opportunity for  ...
LANDING PAGES6 Tips  Clear Call To   Don’t offer to   Don’t ask for too     Action       many choices     much information...
LANDING PAGEFrom Banner Ad
LANDING PAGEFrom Website Homepage
SUMMARY SO FAR1. It takes know how, hard work and time to be effective in online   marketing2. It’s about the donor and yo...
EMAIL MARKETING Barriers to effective email marketing
EMAIL MARKETING• Signup forms• Subscribe on website• Opt in at events• Social sites
EMAIL MARKETING• Where do Consumers Opt In (UK)                     Source: e-Dialog research August 2011
EMAIL MARKETING
EMAIL MARKETINGKey Points                   Don’t forget engagement                               –   Search boxes• Make i...
INTEGRATE WITH SOCIALSign up –newsletter/CRMSell merchandiseSpread the word
Email/newsletter
Newsletters
SOCIAL MEDIA    In a comparison of non profits those that use social media increased their    fund raising by 40% compared...
WHAT IS SOCIAL MEDIA?            Social Media Has Its Own Words!       LinkedIn                 Twitter                 Fa...
HOW TO THINK ABOUT THE TOOLS5 reasons business is social
FACEBOOKAsk Facebook fans toupload videos thatsupport your causeSetup a store inFacebookUse text in campaignsto get people...
KEY POINTS• Recognise that people like to create  something that will be seen by many• High levels of engagement may mean ...
WHY BLOG1.It helps your website go up in search  engine rankings2.It gives your organisation a human  voice, a unique pers...
Break It UpBreak intosections. Usepictures to splitadd visual content.  Use pictures:  As a metaphor         Short paragra...
TOGETHER •   We listen to our issues •   We play to find out what works •   We build off existing programs •   We meet peo...
GAMING         How can you use          gamification?
BRANDCONTENT
CHANGING THE MESSAGE                                                    Here are the                                      ...
Videos Can Help You Tell StoriesMarketing is StorytellingMedium is not the message"Outbound" vs "Inbound"Types of stories•...
• Focus on the  Conversation• Success is Telling  the Story• Build strong,  long term  relationships
ELEMENTS OF THE STORY   Stories we likehelp us to create our perception of value and through them, we create our own      ...
COMES BACK TO GOOD CONTENT• Use a blog to tell your story• Use text, photos and videos to  tell stories of the people  you...
MOTIVATIONSMotivations - Social                               Motivations - MaterialNetworking                            ...
SIX INFLUENCEShttp://urplay.se/164832
Six Weapons of Influence1.   Reciprocity - People tend to return a favor, thus all those annoying address labels     chari...
Online fundraising SUCCESS         S – storytelling         U – unexpected         C – choice         C – credible        ...
Customer                     Social                  Managed    Strategy                              Engagement          ...
HOW WE CAN HELP NON PROFITSSome ideas on how we can help your organisation:1.   Train and develop internal teams2.   Works...
Source: NCVO/CAF UK Giving 2010Source: Charity Commission Facts and FiguresSource: NCVO Voluntary Sector Almanac 2010Sourc...
TribalCafe Online Fundraising
TribalCafe Online Fundraising
TribalCafe Online Fundraising
TribalCafe Online Fundraising
TribalCafe Online Fundraising
TribalCafe Online Fundraising
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TribalCafe Online Fundraising

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Key ways to improve your online fundraising

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  • This is an absolutely great and thorough resource for those involved in online fundraising. We'll be sharing this with our team (http://gogetfunding.com) and industry friends.

    Everyone in the fundraising industry should really take note of the points you mention and we're going to refine our site as a result of it. Thanks for publishing.
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  • Thanks for publishing this very useful document, thanks also for sharing your time and knowledge . Creative Commons are on their way.
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TribalCafe Online Fundraising

  1. 1. Online FundraisingIntegrated Fundraising
  2. 2. The Day 1. OBJECTIVES AND BACKGROUND 2. STRUCTURE 3. PLAN 4. AUDIENCE 5. CHANNELS AND TOOLS 6. BRAND AND CONTENT 7. SUMMARY
  3. 3. OBJECTIVES 1. Develop an online fundraising strategy 2. Integrate your online fundraising into your current fundraising strategy 3. Use online fundraising to enhance your other fundraising activities 4. Use online tools and social networks to drive new support to your organisation 5. Build stronger relationships with your existing supporters 6. Understand and select the right tools for your fundraising 7. Harness the power of social media to extend the reach of your fundraising 8. Track and measure your success
  4. 4. THE 3 MANTRAS Be human and tell stories Think user experience Make it simple and easy to donate
  5. 5. CREATING ADVOCATESWe are now in the business of winning hearts and minds – notmarketing
  6. 6. ONLINE FUNDRAISING MOBILE WEBSITE NEWSLETTERS FUNDRAISING PLATFORMS COUPONS FUNDRAISING EVENTS PR SOCIAL NETWORKS TWITTER VIDEO NETWORKS AFFILIATES FACEBOOKONLINE FUNDRAISING INVOLVES YOUR WHOLE MARKETING MIXMAKE YOURSELF SOCIAL TO EXTEND REACH, BUILD RELATIONSHIPS ANDDEVELOP OPPORTUNITIES
  7. 7. ONLINE FUNDRAISINGMARKETING HAS CHANGED
  8. 8. WHO IS THE AUDIENCE? Supporters/volunteers Donors
  9. 9. WHO IS THE AUDIENCE?BUILDING A BRAND COMMUNITY
  10. 10. THE MARKETING PROCESS
  11. 11. NON PROFIT CHALLENGESOnline giving has increased Voluntary donations to the UK’sby 85% in the past three 500 largest charities dropped byyears £70 million in real terms last year -- source: nfpSynergy --The Charity Market Monitor 2011Only 36% of non profits have 32% of those that stoppeda strategy or business plan donating, did so due to over- Source Guardian solicitation. Source: Cygnus Donor Survey 201169% of donors of all agesnow prefer electronic overprint communication.Source: Cygnus Donor Survey 2011 Direct Debit Cancellations on Rise
  12. 12. THINGS HAVE CHANGED FROM TO Channel Network Mass Consumption Universal participation Institutional mediation Social mediation Content scarcity Content abundance Attention abundance Attention scarcity Asynchronous Real time Virtual reality Integrated reality
  13. 13. ONLINE GIVINGAsian Tsunami• USA: estimated 65% of $350M donations came from online• UK: world record for most money donated in a 24 hour period – 30th – 31st December 2004 – Total of 166,936 donations raising £20.3M
  14. 14. ONLINE GIVING Online Giving 2009 5.1% (Global) 2010 7.7% (Global) 2011 UK £55.87Bn total 7% online - £3.9Bn Charities in the UK 161,649 1.1% generate 67% of the sector’s income (1,735 of 161,649)Sources:https://www.blackbaud.com/onlinefundraisinghttps://www.cafonline.org/
  15. 15. ONLINE GIVINGThe Haiti Effect in 2010• 18.4% of online giving took place in January compared to 18.3% in December 2010.• International Affairs organizations had their online giving grow 130.8% compared to 2009.
  16. 16. TRENDS IN GIVING • 80% of those surveyed made donations both online and offline • 72% of those surveyed said donating online is more efficient and helps charities reduce administrative costs • 51% of those surveyed said they prefer giving online • 46% said that five years from now they will be making a greater portion of their charitable gifts online • Only 40% of those surveyed said that most charity websites made them feel personally connected to their cause or mission • 74% of those surveyed said it was appropriate for the charity to send an email reminding them to renew an annual gift • 65% of those surveyed said they always open and glance at emails from causes they support.Source: Edge Research
  17. 17. THE GROWTH IN IN ONLINE GIVING Online Giving Growth by Organization Size Online Giving in Size YOY % Change 2010 Small (less than $1M 22.0% Up 34.5% Medium ($1M - $10M) 15.9% Large ($10+) 55.6% Total 34.5% Online Giving Growth by Organization Size Arts, Culture and Humanities 8.7% Education 13.7% Environment and animals 28.4% Health Care 7.4% Human Services 29.3% International Affairs 130.8% Public / Society Benefit 15.0%https://www.blackbaud.com/onlinefundraising
  18. 18. HOW PEOPLE DISCOVER THEIR CHARITY The Generations Gen-Y (b. 1981 – 1991) Gen-X (b. 1965 – 1980) Boomers (b. 1946 – 1964) Matures (b. 1945 or earlier) How Donors Learned About Their Top Charity (Top Channel Cited Above) (blue numbering represents statistically significant difference)Source: Edge Research
  19. 19. HOW DO PEOPLE DONATE Donation Channels Overall and by Generation (blue numbering represents statistically significant difference) Source: Edge Research
  20. 20. CHANGING CHANNELSWhen asked which communication tools charities should usemore of…only social networking and communication by emailwere chosen by the majority.
  21. 21. THE COMMERCIAL WORLD
  22. 22. SUMMARY• Online will continue as the fastest growing giving channel.• Onlines influence will grow as older donors engage in web communications and advocacy.• Social media channels and mobile will increase in importance for non-profits.• Direct communications by non-profit organizations will have less impact• Donors will increasingly rely on referrals, guidance from friends, particularly the younger
  23. 23. SUMMARY• Non-profits need to influence their most vocal and loyal supporters to be activate promoters.• Information overload will continue as individuals receive more communications from marketer• Tailored communications that are relevant for donors will be critical.• Non-profit supporters want to be able to define and customize how they are communicated (e.g. go paperless, set frequency of emails and filter for content).
  24. 24. STRUCTUREIntegrated Fundraising
  25. 25. STRUCTURE Strategy Brand Objectives Story Plan Content Measures Conversations Resources Influence Channels Donor Tools Volunteer Processes Data Policies Segmentation Integration Listening
  26. 26. THE BUILDING BLOCKS Brand Story Content Conversations Influence Channels Tools Processes Policies Integration Donor Volunteer Data Segmentation Listening Strategy Objectives Plan Measures Resources
  27. 27. STRUCTURE Strategy ObjectivesPLAN Plan Measures Resources
  28. 28. STRATEGY, OBJECTIVES, TACTICS OBJECTIVE STRATEGY TACTICSEvery business or Strategies are the things you Whereas strategies establishorganisation has objectives. need to do to accomplish a broad outline of how youThey are simply a matter of your objectives. If your want to achieve yourdeciding where you want to objective is where you want objectives, tactics arebe and when you want to your company to be, the specific actions.get there. strategy is the route you need to take to get there.For example: if the purpose of your For example: if the objective is to For example: If you strategy is tomarketing plan to launch a new cent increase donations by 10%, your recruit more volunteers among 18 –or appeal. strategies might be one or more of 25 year olds. the following:If so your objective might read: “Develop a tab on a Facebook page • Increase the average donation called young recruits” is simply a“Achieve £50k of fund raising within per person tactic for implementing thatfirst 3 months.” • Increase the number of donators strategy. • Increase the value of event tickets
  29. 29. SIMPLE PLANNING FORMGOALSOBJECTIVESSTRATEGYTARGET Tools Tactic Message Timeline Resources Who isAUDIENCE responsibleSimple plan is better than no plan
  30. 30. ONLINE IS ABOUT MEASUREMENT The % of people who only visit 1 pageBounce rate The length of time people spent on siteTime on site How many people made a series of steps towardGoal your goal e.g. signup, purchase, donationConversion No of people to websiteWebsitetraffic No of times content shared e.g. RetweetsShares
  31. 31. ONLINE IS ABOUT MEASUREMENT No of people subscribed to newsletter/RSS feedsSubscribers % of people who open emailsOpen rates Click Through Rate for links e.g. in newsletterCTR Visits to donations – no of people who visit to theConversion number that donateratio By media spend - £ investment to £ donationConversioncost Ecommerce – people dropping out of the checkoutBailout rate process
  32. 32. LISTENING TOOLSSocial Mention Monitter Crowdbooster TwitScoopSocial media search engine Real time twitter search tool Real time twitter search tool Search and follow whatsincl: Twitter based on keywords. based on keywords. buzzing on twitter in real-time. Twazzup TweetMeMe Twistori TopsyRealtime search results from Trending stories and news. Live feed of Tweets showing Real Time Search For TwitterTwitter loves, hates, believes, wishes Favstar Sulia Twendz Twit Links Explore TwitterTrending funny tweets Headlines and interest streams Conversations and Sentiment aaaaaaa Hashtagify Search Hash Hash Mash HashTags
  33. 33. TWITTER ANALYSIS TOOLSTweetStats tHE ARCHIVIST TweetStats The Archivist was provides simple built by Mix statistics for Online, a group of Twitter including designers and tweeting style developers at and tendencies. Microsoft.Klout Crowdbooster Crowdbooster does a great job of tracking your retweets and proving good statistics.
  34. 34. THE MORE YOU UNDERSTAND…
  35. 35. STRUCTURE Donor VolunteerAUDIENCE Data Segmentation Conversations
  36. 36. TARGET AUDIENCE • Segmenting is dividing a market into distinct groups with distinct needs, characteristics or behaviours • Targeting is selecting those market segments that represent most value. • Most value for the customer = means that you communication has a high correlation with their needs / motivations • Most value for the organisation means that these customers tend to be loyal and will contributeSegmenting audiences improves conversion rates
  37. 37. USING PERSONAS• Personas remove the tendency to think of yourself• Brings focus to the target audience• Builds empathy .• Encourages consensus• Makes it more efficient to make decisions• Personas put a face on the customer• Keeps designers, copywriters and other people on track
  38. 38. USING PERSONASTells Us• Who the donors are• What are the motivations• How our cause can fit into the context of their life• Why they might get involved
  39. 39. RESEARCH
  40. 40. SOME LISTENING TOOLS Google Alerts Social Mention Monitter Blogpulse Twitrratr CrowdboosterExperiment with these – use your keywords
  41. 41. WHAT TO LISTEN FOR What are influencers talking about? What is happening in your sector? Are there interesting conversations? To any issues? What is being To understandsaid about you? what works?
  42. 42. GLOBAL STUDY Wealth Indicators Understanding data e.g. wealth indicators enables better targetingSource: Charity Aid Foundation
  43. 43. YOUR AUDIENCE• Target Your Audience Example: • Bloggers • Experts• Understand their digital behaviours • Journalists • Role models• Develop a map of to prioritize who is impacting the conversation the most• Talk online to some and ask questions • What content do they share and engage with • What do they find valuable • Where are they located • Where do they spend time and in what channels
  44. 44. LEARN AND LEARN
  45. 45. STRUCTURE Channels ToolsCHANNELS Processes Policies Integration
  46. 46. DONATION CHANNELS WHAT WAS THE SOURCE OF THE DONATION?Source: www.insights.org
  47. 47. INTEGRATE ONLINE AND OFFLINE Newsletters Social Networks Fundraising Online Media platforms Spend Everything Website and Landing pages Events Social PR Print Other e.g. Radio
  48. 48. INTEGRATE OFFLINE AND ONLINE Quick Response (QR) codes have been gaining ground recently (take a look at this Google Trends Chart ) QR Code and 2D Code Generator - can generate QR Code, Micro QR Code, Data Matrix and Aztec Code. Additional features include URL shortening and customizing the color and format of your codes.
  49. 49. QR Codes Types of Information that can be delivered using a QR Code
  50. 50. PAID, EARNED, OWNED ADVER ING TIS Paid search Display ads Affiliate marketing Digital signage Atomisation Paid of content Paid into ads media placements DIGITAL PROPER TIES Website(s) P TNER NETWORKS AR Publisher editorial Blogs Owned Earned Influencer outreach Mobile apps Social presence media media Word-of-mouth Social networks Atomisation of conversations through through shared APIs and social widgets
  51. 51. Website 1
  52. 52. WEBSITE 2
  53. 53. MISTAKESCommon problems• Usability: page and design – Poor architecture (things hard to find and navigate) – Cluttered pages – Confused flow – Banner blindness – Overformatting• Content issues – Unclear or missing information – Poor copy – No call to action
  54. 54. WEBSITE• Make it visual (real people)• Clear calls to action – Vounteer, donate, publicize us, tell your story…• Blog with comments• Social button – Twitter/Facebook• Newsletter - Subscribe (RSS/email capture)• Provide badges• Feedback• Login/Join• Regularly Updated User should not be overwhelmed with information.
  55. 55. WHAT IS WRONG WITH THIS After
  56. 56. WHAT IS WRONG WITH THIS After
  57. 57. LANDING PAGESWhy Use a Landing Page?• Keeps people focused on an action• Simplifies a message• Provides opportunity for data capture• Multiple pages – tailor message to customer segments• Measurable
  58. 58. LANDING PAGES6 Tips Clear Call To Don’t offer to Don’t ask for too Action many choices much information choice Don’t Use Too Make sure page Keep it visually Much Text matches ad simple
  59. 59. LANDING PAGEFrom Banner Ad
  60. 60. LANDING PAGEFrom Website Homepage
  61. 61. SUMMARY SO FAR1. It takes know how, hard work and time to be effective in online marketing2. It’s about the donor and your supporters3. Integrate everything1. Everybody on the net has email2. Emails are often treated as a to do3. Email is personal4. Accessed on mobile and PC
  62. 62. EMAIL MARKETING Barriers to effective email marketing
  63. 63. EMAIL MARKETING• Signup forms• Subscribe on website• Opt in at events• Social sites
  64. 64. EMAIL MARKETING• Where do Consumers Opt In (UK) Source: e-Dialog research August 2011
  65. 65. EMAIL MARKETING
  66. 66. EMAIL MARKETINGKey Points Don’t forget engagement – Search boxes• Make it personal – Questions• Clear CTA & links – Quizzes• Make it social – Polls• Use screenshots for – Calculators videos and slideshows – Interactive Q&A – Call-backs• HTML text over images – Viral games• Design for touch• Keep subject lines short
  67. 67. INTEGRATE WITH SOCIALSign up –newsletter/CRMSell merchandiseSpread the word
  68. 68. Email/newsletter
  69. 69. Newsletters
  70. 70. SOCIAL MEDIA In a comparison of non profits those that use social media increased their fund raising by 40% compared to their peers. Source: BlackbaudUse social media to organise, mobilise, raise funds andcommunicate with sponsors/donators.
  71. 71. WHAT IS SOCIAL MEDIA? Social Media Has Its Own Words! LinkedIn Twitter Facebook• Network • Tweets • Likes• Connections • Follow vs. • Friends vs. Fans• Recommendation Following vs. • Profile vs. Page• Groups Friends (“Tweeps”) • Status Update • Mentions/@replies • Apps & Games • DMs Blogging • Shortened URL YouTube• Blog vs. Blogging vs. • Hashtags • Channel Blog Post • Views • Tweetups• RSS Feed • Spotlight Videos• Comments • Promoted Videos• Social Bookmarks • Featured Videos
  72. 72. HOW TO THINK ABOUT THE TOOLS5 reasons business is social
  73. 73. FACEBOOKAsk Facebook fans toupload videos thatsupport your causeSetup a store inFacebookUse text in campaignsto get people to likeyour page – 32665
  74. 74. KEY POINTS• Recognise that people like to create something that will be seen by many• High levels of engagement may mean access to resources for creating content• Nurture dispersed supporters into cause evangelists• Let them know their efforts are critical to advancing your mission• Offer them tools, guidance and support
  75. 75. WHY BLOG1.It helps your website go up in search engine rankings2.It gives your organisation a human voice, a unique personality that builds a community around your cause.3.You can connect easier with people in social networking sites4.Spreads the word easier, cheaper and more effectively than mainstream media.5.Establish your organisation as an authority6.Expand brand awareness
  76. 76. Break It UpBreak intosections. Usepictures to splitadd visual content. Use pictures: As a metaphor Short paragraphs Embed other media: To show people Easy flow one to next Slides e.g. slideshare Simplify complexity Invite others viewpoint Video e.g. YouTube Illustrate examples Ask questions
  77. 77. TOGETHER • We listen to our issues • We play to find out what works • We build off existing programs • We meet people where they are • We learn what our audiences like • We can help • We make mistakes • We make real friends • We work on being a social
  78. 78. GAMING How can you use gamification?
  79. 79. BRANDCONTENT
  80. 80. CHANGING THE MESSAGE Here are the results of Send us how your money money Have you helped heard we We need need money money? Send us How what we Here’s the do affects story of what money you we doProviding compelling stories and reasons to create conversationsand motivate a change in people
  81. 81. Videos Can Help You Tell StoriesMarketing is StorytellingMedium is not the message"Outbound" vs "Inbound"Types of stories• Success Stories• Testimonials• Welcome• Educational• About an event• About your supporters• Viral Content
  82. 82. • Focus on the Conversation• Success is Telling the Story• Build strong, long term relationships
  83. 83. ELEMENTS OF THE STORY Stories we likehelp us to create our perception of value and through them, we create our own story
  84. 84. COMES BACK TO GOOD CONTENT• Use a blog to tell your story• Use text, photos and videos to tell stories of the people you’ve helped• Make sure your stories are shareable• Make it easy to subscribe to your stories – rss feed
  85. 85. MOTIVATIONSMotivations - Social Motivations - MaterialNetworking CashSocialization DiscountsIdentity, Status Volunteering – free admissionAchievement AchievementSelf-esteem AccessPromotion Promotion Motivations - Ideological Belief in a cause Long term political goal Religious, spiritual Self actualization Art. creativity
  86. 86. SIX INFLUENCEShttp://urplay.se/164832
  87. 87. Six Weapons of Influence1. Reciprocity - People tend to return a favor, thus all those annoying address labels charities send out as a fundraising ploy.2. Liking - People are easily persuaded by other people whom they like. That’s why you want your champions spreading the word about your cause among their friends and family.3. Scarcity - Perceived scarcity fuels demand. “Only four memberships are left” prompts action!4. Authority - People will tend to obey authority figures. Just check out the well- dressed man in a suit jay-walking in the below video. Everyone on the street corner follows. When he wears a sweatshirt, no one follows. That’s the principle of authority at work.5. Social Proof - People will do what other people are doing. That’s why it’s great to show who is taking action for your cause - others are likely to conform.6. Commitment and Consistency - If people commit to an idea or goal, they are more likely to follow through. I’ve covered that several times on the blog lately. It’s why pledging is a great option for people who aren’t ready to take action
  88. 88. Online fundraising SUCCESS S – storytelling U – unexpected C – choice C – credible E – emotional S – show S – socialAdapted from Made to Stick: Why Some Ideas Survive and Others Die,Chip and Dan Heath 2007
  89. 89. Customer Social Managed Strategy Engagement Business ServicesWe help businesses We produce and We advice businesses We manage your digitalunderstand and distribute high quality on new technologies presence updatingchoose the right creative ideas and that can add value to social networks andtechnology. We content that gets their organization. provide fresh contentprovide insight to shared. that engages your • Social Mediaimprove decision Management target audience. • Social Contentmaking and increase Vendor (Blogs, newsletters, • Blogs, Press Releasesreturn on investment. press articles) selection, training • Online articles, Events• Strategy Consulting • Social Business Tools • Social Networks • Social Media collaborative and Apps, pages, stores Monitoring and Brand• Research community platforms Reputation • Social Marketing • Training & Consultancy • Community management Integrated Social Business
  90. 90. HOW WE CAN HELP NON PROFITSSome ideas on how we can help your organisation:1. Train and develop internal teams2. Workshop ideas and creative for campaigns3. Develop Facebook pages and apps4. Increase awareness of your brand through PR, Social Media and Online Marketing5. Mobile websites to help you become Smartphone (iPhone, Blackberry, Android) ready6. Manage your Social Media for you: blogs, Tweets, Facebook fan posts, press articles and news - starting from £250 per month7. Produce Websites that are socially integrated and SEO optimised8. Buy as You Need It Outsourced Solution9. Help you increase your Online Fund Raising
  91. 91. Source: NCVO/CAF UK Giving 2010Source: Charity Commission Facts and FiguresSource: NCVO Voluntary Sector Almanac 2010Source: World Giving Index 2010 (CAF, 2010)Source: Family Foundations Giving TrendsSource: UK Giving 2011

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