Major Donors Evolve from Everywhere: The Newest Internet Tools for Relationship Building

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Major Donors Evolve from Everywhere: The Newest Internet Tools for Relationship Building

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  • Technology won’t just magically give you million dollar donors Back to what doug’s comment yesterday…NPs need to market the good they do! Anyone content with just keeping the same number of donors you have now? Major donors really do come from everywhere1!!
  • How about this for an AGENDA? 
  • AMERICAN RED CROSS or Equi Kids, Dream Catchers
  • Online communication has created a new kind of donor . Organizations that interactively interface with their constituents find it easier to cultivate their affinity for their mission and organization. Today’s donor is more comfortable online and needs information --they read email before snail mail; they expect personalized information that’s immediate and available to them on their own schedule.
  • Traditional methods of communication are overused and people are becoming immune. How many of you have signed up for something online? Keep your hand up if you’ve unsubscribed…. WHY? Think about our own preferences!!!! How many you struggle to decide how much email is too much? **email when you have something meaningful to say**
  • IPOD with passcards! Blackbaud’s camcorder drawing! Tell them the savings of email and what that means to MISSION.
  • Personal follow up ---this is HUGE! How many newsletter lists that you signed up for have done this? How many of you think I’m CRAZY and there’s no way you’d have time for this? SURVEY! Ask them what they want to see!
  • How many of you can segment your email list to send appropriate emails to specific groups?
  • Landing pages are a natural extension of email, regardless of message So what is a landing page? A web page that appears when a user clicks on a link in an email, online advertisement, etc. Also known as a “jump” page or a lead capture page. Will usually display content and imagery that is a logical extension of the original driver. The goal of most landing pages is to persuade a visitor to complete a transaction For promotional emails, landing pages give another opportunity to convince readers to take action. For informative or retention emails, landing pages are a great way to provide additional content without cluttering the email. Landing page effectiveness is most often measured by conversion rate Conversion rate = % of visitors who completed the desired action. You should test landing page elements like you would test email or direct mail Once you have a strong “control” package for the email (opens/clicks), work on the landing page. You should see an increase in conversions over time.
  • Mobile messaging/reading is on the rise and mobile email users tend to be young and wealthy According to MarketingSherpa.com, "64% of key decision makers are viewing your carefully crafted email on their Blackberrys and other mobile devices ... And, chances are, your email looks downright awful.“
  • The ePhilanthropy toolbox suggests many techniques and tools for online success. Each organization should develop a strategy that is flexible to its current needs while planning for the future. Those seeking to get started are well advised to complete these four basic steps before they begin deploying an expanded ePhilanthropy strategy: 1. Establish an Informative Website – options should be shared for low cost ‘build it yourself’ approaches (i.e. http://www.homestead.com/nonprofits) and for selecting a web vendor to build a website. For most organizations the emphasis should be on building an informative website and not simply on spending a lot for all the ‘bells and whistles’. As their strategy grows and matures so should their website. 2. Collect Email Addresses and communicate with those who opt in – The ePhilanthropy Code of Ethics requires that nonprofit organizations only communicate electronically with those who ‘opt in’ or subscribe to receive such communication, it should also be noted that all such communication is also required to offer the reader the option to ‘opt out’ or unsubscribe to future communication. 3. Offer the option of online giving (encrypted) It should be noted that simply offering the option of online giving will not raise money, but the online architecture and encryption technology to support it must be in place before such a strategy can be deployed. 4. Register with Guidestar.org – As has been pointed out in this presentation registration with Guidestar serves several purposes: It gives the organization the opportunity to ‘tell its story’ using the free services of Guidestar, in a way more complete and reader friendly than the IRS 990. This will improve the information provided by Guidestar to a number of websites that use the database to promote giving to nonprofits (I.e. Fidelity’s Charitable Gift Fund, Networkforgood.org and others) Those nonprofits that submit grant proposals to Foundations are very likely to have their information on Guidestar reviewed by that Foundation, improved information could increase the chance of grant awards.
  • OPTIONS To ENGAGE! 3 total circles
  • 3 total circles
  • Christian Activity Center – East St. Louis
  • Betsy - Sometimes a 4-page direct mail letter usually works greatt, but online - yeah, right! Online audiences generally younger Writing for online appeals need to be skimable Integrated Effort – Online, direct mail, in TM scripts…emphasize same theme
  • YOU TUBE –huge VIRAL opportunity! Think about thank you letters… .ppl won’t forward those, but if you have a you tube video….viral opportunity!
  • 6 circles
  • Scott Harrison – was a nightclub promoter in manhattan CHARITY WATER - clean water to people in Africa and Asia
  • 2 circles!
  • Betsy - Sometimes a 4-page direct mail letter usually works greatt, but online - yeah, right! Online audiences generally younger Writing for online appeals need to be skimable Integrated Effort – Online, direct mail, in TM scripts…emphasize same theme
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