Efficient Donor Communication Through Online Resources


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Efficient Donor Communication Through Online Resources

  1. 1. "Make Your Website Ready for the Social Web!"<br />Birgit Pauli-Haack, July 2010<br />
  2. 2. Social Media<br />
  3. 3.
  4. 4. Giving Generations: Matures <br />Born 1945 or earlier<br />Ages 65 and older <br />US population = 39 million <br />Estimated 79% give<br />21% of giving population<br />$1,066.00 Ø per year<br />
  5. 5. Giving Generations: Boomers<br />Born between 1946 - 1964<br />Ages 46 - 64 <br />US population = 78 million<br />Estimated 67% give<br />35% of giving population<br />$ 901.00 Ø per year<br />
  6. 6. Giving Generation: Gen X<br />Born between 1965 - 1980<br />Ages 30 - 45<br />US population = 62 million<br />Estimated 58% give<br />24% of giving population<br />$796 Ø per year<br />
  7. 7. Giving Generations: Gen Y<br />Born between 1981 - 1991<br />Ages 18 - 29<br />US population = 51 million<br />Estimated 56% give<br />19% of giving population<br />$341.00 Ø per year<br />
  8. 8. Naples Area<br />Matures + Boomers <br />71.3% of population<br />Gen Y + Gen X<br />28.1% of population<br />
  9. 9.
  10. 10. Who gives, how much?<br />Source: The Next Generation of American Giving, Edge Research, et al<br />
  11. 11. American Giving<br />Source: The Next Generation of American Giving, Edge Research, et al<br />
  12. 12. Generation: Info Channels<br />Source: The Next Generation of American Giving, Edge Research, et al<br />
  13. 13. Properly Approached <br />Source: The Next Generation of American Giving, Edge Research, et al<br />
  14. 14. Social Media, with purpose<br />Your main tasks: <br />Produce compelling, moving and personal stories for your champions, online friends and supporters.<br />Build relationships with your online activist volunteers --make friends so they tell their friends.<br />Viral Marketing can’t be done, it needs to happen. <br />
  15. 15. Distribution<br />Print <br />Mail <br />Website<br />RSS<br />E-mail<br />Facebook <br />LinkedIn<br />Twitter<br />Automate what’s the same, manage what’s different.<br />
  16. 16. Step 1: Your Online Hub<br />Command Central = Your Website (blog)<br />E-mail newsletter provides only header/blurb and link to site (single article links)<br />Twitter post with link to site (single article)<br />Facebook activities with link to site (single article)<br />Where the donation button is<br />Where the e-mail signup form is<br />
  17. 17. Step 2: Articles/Content Online <br />Single article in a blog = news engine (web log)<br />One topic 400 – 800 words<br />Graphic + text<br />Provide links for sharing <br />RSS feeds<br />Category + archives<br />
  18. 18. Step 3: Engage Your Followers/Friends<br />Allow for comments on blog<br />Allow fans to post on your page<br />Treasure hunt with other organizations<br />Online surveys w/ prizes<br />Live stream/video<br />Participate in conversations with your online activist volunteers<br />
  19. 19. Step 4: Measure<br />Define goals to set benchmarks<br />Measure online interactions<br />Open/clicks per e-mail<br />Shared links stats<br />Web stats referrers<br />ShortyURL stats, click rates<br /># of meaningful interactions<br /> Rinse, Repeat<br />
  20. 20. What is a Blog?<br />
  21. 21. Blogs in Plain English<br />
  22. 22. What is a Blog?<br />Software engine installed on web server<br />Administered through a browser-based interface<br />Also accessible through external software to update content (desktop, mobile apps)<br />Allows for syndication & integration via RSS<br />Authors create and update content on the site<br />Integrate into website, with the other pages<br />
  23. 23. Difference Webpage & Blogpost<br />Web Page<br />Blog Post<br />Page & sub-pages<br />Static<br />Information never/rarely changes (i.e., mission statement, location, etc.)<br />Link never changes<br />Post in categories<br />Dynamic/archived/perma-nent<br />Lead into page(s)<br />Organization news<br />Profiles, stories, struggles<br />Included in RSS feed<br />
  24. 24. Example Sites<br />First Book <br />Jewish Philanthropy <br />ASPCA Home Page<br />ASPCA Caption Contest<br />Episcopal Café<br />NFN 4 Good<br />
  25. 25. Links: Better Blogging<br />Links:<br />George Orwell’s 5 Rules of Effective WritingPickTheBrain.com<br />Ernest Hemingways’ Top 5 Tips for Writing Well<br /> copyblogger.com<br />5 Tips to Write Blog Posts<br /> About.com: Blogging<br />Chris Brogan’s Best Advice About Blogging<br /> ChrisBrogan.com<br />
  26. 26. Leverage: Content Syndication<br />What is RSS?<br />
  27. 27. Syndication: Examples<br />Via E-mail:<br />AFASF Safety News<br />AFASF: 4th July Send out:<br />Via Twitter:<br />TweetFeed<br />WP Plugins<br />
  28. 28. Syndication Example: Blog to e-Newsletter<br />Example: Naples Press Club (NL)<br />Examples: Naples Press Club (Blog)<br />Demo of MailChimp<br />List<br />Campaign<br />Design campaign<br />Test campaign<br />Schedule campaign<br />Receive campaign<br />Analyze measurements<br />
  29. 29. Permission Based Mailing List<br />Opt-in only!<br />Don’t asked your staff to use their private e-mail to spam friends, without your supervision<br />Just because you have someone’s e-mail address, it doesn’t mean you can ‘spam’ them: high backlash potential!<br />If you use your own e-mail program -- What is BCC? <br />Complaints will get you banned from any of the e-mail marketing companies<br />ISP – E-mail marketing agreement for delivery<br />
  30. 30. Metrics: Per Campaign<br />
  31. 31. Metrics Per Campaign<br />
  32. 32. Metric: Website<br />
  33. 33. Consistency is Key: Ideas for Non-Profit Posts<br />Weekly site review of complementary websites <br />Review of online communities for beneficiaries -listen into conversations, contribute value<br />Interviews with your volunteers: Why volunteer? Why for this organization?<br />Photo contest for Halloween, Easter, etc. - post to Flickr group/room and have people vote on them<br />Ask: Who is our target audience, and why would they spend time on our website -- don’t write for yourself write for them <br />
  34. 34. What’s next?<br />Q & A<br />Slideshow online<br />http://www.slideshare.net/bph<br />Follow me on Twitter @nfnprez<br />http://twitter.com/nfnprez<br />E-mail me w/ ideas and questions<br />birgit@naples.net<br />Blog on NFN4Good<br />http://www.nfn4good.org<br />