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Cates Seminar As Webinar Presentation


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Cates Seminar As Webinar Presentation

  1. 1. Welcome to the Internet Strategies Webinar for the state of Kansas with eTapestry. (1) We will begin at 10amCST; please use the “chat box” to ask any questions during our call; I will check that frequently during the presentation. (2) There will be a few minutes at the end where verbal questions are welcome and encouraged! (3) Please dial-in for the audio portion.
  2. 2. Cate Shaffer eTapestry What’s New Online?? Internet Strategies to Build Success
  3. 3. For your consideration…
  4. 4. Your organization Clients Partners Staff Board Volunteers Time Money Competitors
  5. 5. <ul><li>“ We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet , and charitable giving is a logical progression .” Paul Saffo </li></ul><ul><li>Director of the Institute for the Future. </li></ul>Photo credit: Sorin Brinzel
  6. 6. The Rules Still Apply (It’s all about relationships… not technology)
  7. 7. *Estimates provided by ePhilanthropy Foundation Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005 = $4.53 Billion Estimate of Giving in 2006 = $8.15 Billion Estimate of Giving in 2007 = $10.4 Billion Online Giving Estimates*
  8. 8. <ul><li>Source: Giving USA Foundation – AAFRC Trust for Philanthropy </li></ul>Individuals $229.03 74.8% Foundations $38.52 12.6% Bequests $23.15 7.6% Corporations $15.69 5.1% 2007 charitable giving Total = $306.39 billion
  9. 9. <ul><li>“ If you want milk from a cow, you don’t send it a letter.” </li></ul><ul><li>Jerry Panas </li></ul>
  10. 10. Email vs Letter Relationship Building
  11. 11. <ul><li>Know the DIFFERENCE </li></ul>How To Succeed Online
  12. 12. Be Like Martha or Oprah <ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>
  13. 15. Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
  14. 16. Start With A Plan <ul><li>What are the goals? (fundraising, relationship, etc) </li></ul><ul><li>How will we measure success? </li></ul><ul><ul><li># of gifts, size of gifts, where the gifts come from, increase event attendance </li></ul></ul><ul><li>What are the specific tactics? </li></ul><ul><ul><li>Email, newsletter, event invites, personal meetings, phone solicitation </li></ul></ul><ul><li>Do we need any new tools or assistance? </li></ul><ul><ul><li>Database , Technology, Mail House, Gift Entry, Volunteers </li></ul></ul><ul><li>Who is responsible for what? </li></ul><ul><li>Is everyone on the same page? </li></ul>
  15. 17. <ul><li>“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” </li></ul>Carrie Johnson, Senior Analyst Forrester Internet Research
  16. 18. Power Of Your Web Site More than 50% said that they would NOT have taken further action if they had not first visited charity Web site Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation
  17. 19. A “before” and “after” example
  18. 20. Privacy <ul><li>DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website </li></ul>
  19. 21. Needle in a Needle Stack
  20. 22. Advanced Email Database Ecommerce Website Keeping it simple
  21. 23. INTEGRATION is the KEY! Next Steps
  22. 24. Example Plan Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28
  23. 25. The Message & The Medium <ul><li>Each medium has a style that works best </li></ul><ul><li>Audiences are Different </li></ul><ul><li>Messages don ’ t need to be identical </li></ul><ul><li>Develop campaigns or themes </li></ul><ul><li>Test! </li></ul>
  24. 26. <ul><li>“ He that is good with a hammer tends to think everything is a nail.” </li></ul><ul><li>-Abraham Maslow </li></ul>
  25. 27. Integrate Online and Offline Appeals <ul><li>Mention Benefits & Ease Of Online Contributions </li></ul>
  26. 28. Use E-Mail & Direct Mail Together
  27. 29. Email Telemarketing
  28. 30. A Targeted Approach
  29. 31. E-Mail KEY Functions <ul><li>Tracking : bounces, opens, click-throughs </li></ul><ul><li>Deliverability : Full-time staff 24/7 monitoring blacklists, spam filtering and ISP standards </li></ul><ul><li>Horsepower : Up to 300,000 emails per hour via a scheduler </li></ul><ul><li>Spam analysis tools </li></ul><ul><li>WYSIWYG editor </li></ul><ul><li>Subscription management : automated unsubscribe or opting out link </li></ul>
  30. 32. Personalized Fundraising Pages Peer Fundraising Online
  31. 33. Results: Personalized Event Fundraising <ul><li>Average volunteer sends over 30 emails </li></ul><ul><li>One in four emails sent by a volunteer results in a donation </li></ul><ul><li>Average online gift is $59 which is a 50% increase over the average off-line gift </li></ul><ul><li>Many volunteers reach their stated FR Goal! </li></ul>
  32. 34. Personalized Event Fundraising
  33. 35. What it is and What it Can Mean to Your Organization? Web 2.0
  34. 36. Web 1.0 vs. Web 2.0 Web 1.0 refers to first generation Web-based content that was typically one-way static communication. Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.
  35. 37. Web 1.0 vs. Web 2.0 <ul><li>Web 1.0 was about reading, Web 2.0 is about writing </li></ul><ul><li>Web 1.0 was about organizations, Web 2.0 is about communities </li></ul><ul><li>Web 1.0 was about home pages, Web 2.0 is about blogs </li></ul><ul><li>Web 1.0 was about portals, Web 2.0 is about RSS </li></ul><ul><li>Web 1.0 was about wires, Web 2.0 is about wireless </li></ul><ul><li>Web 1.0 was about owning, Web 2.0 is about sharing </li></ul><ul><li>Web 1.0 was about web forms, Web 2.0 is about web applications </li></ul><ul><li>Web 1.0 was about dialup, Web 2.0 is about broadband </li></ul><ul><li>Source: Joe Drumgoole, </li></ul>
  36. 38. Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Educational Attainment Education Level Percentage College + 95% Some College 85% High School 67% Less than High School 35%
  37. 39. Online Video Use has Exploded Source: The Wall St. Journal , 2006
  38. 40. Key Take-aways <ul><li>The Internet is not just for kids anymore </li></ul><ul><li>The Internet is used by the educated and engaged </li></ul><ul><li>The Internet is not just for downloading music and fantasy football </li></ul><ul><li>The Internet is used by your constituents…or someone else's </li></ul>
  39. 41. &quot;Build, learn, and make mistakes as you go – you'll know more about what you're doing as you're doing it, instead of before you do it.&quot; – Jason Fried, 37 Signals &quot;A lot of our successes don't have anything to do with anything our executives thought were a good idea.&quot; – Sergey Brin, Google
  40. 42. Social Networking Boom
  41. 43. Social Networking Boom 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends
  42. 44. Social Networking
  43. 45. Social Networking & Video
  44. 46. RSS in Action
  45. 47. What is RSS? <ul><li>RSS </li></ul><ul><li>(an abbreviation for Really Simple Syndication ) </li></ul><ul><li>… is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format. </li></ul><ul><ul><ul><li> ( </li></ul></ul></ul>
  46. 48. Video
  47. 49. Podcasts  
  48. 50. Message Boards
  49. 51. Wikipedia Exposure
  50. 52. &quot;Do one thing every day that scares you.&quot; – Eleanor Roosevelt &quot;We have a strategic plan. It's called doing things.&quot; – Herb Kelleher
  51. 53. Oprah, Would be Proud!
  52. 54. Martha, Would be Proud!
  53. 55. Other Successes . . .
  54. 56. Other Successes . . . .
  55. 57. “ What is not started today is never finished tomorrow.” - Johann Wolfgang von Goethe &quot;If you could do tomorrow over again, would you?&quot; – Seth Godin
  56. 58. Keys To Success <ul><li>Plan </li></ul><ul><li>Take an Integrated Approach </li></ul><ul><li>Timely & Focused - Act Quickly When Needed </li></ul><ul><li>Test Something New All The Time </li></ul><ul><li>Get “Buy In” Organization-Wide </li></ul><ul><li>Think Targeted One-To-One Marketing </li></ul><ul><li>People Give to People </li></ul><ul><li>Have Fun!!!! </li></ul>
  57. 59. Epilogue <ul><li>10 Technology Resolutions for 2008 </li></ul><ul><li>Sarah Robbins </li></ul><ul><li>Director of Emerging Technologies </li></ul><ul><li>Mediasauce </li></ul>
  58. 60. 1. Set up a Gmail Account
  59. 61. 2. Post Pics to Flickr
  60. 62. 3. Try a Microblog
  61. 63. 4. Create a Google Alert
  62. 64. 5. Set Up an RSS
  63. 65. 6. Share a YouTube Video
  64. 66. 7. Really Use Your Cell Phone (Send a text or a video)
  65. 67. 8. Join a Social Network
  66. 68. 9. Share PowerPoint Slides (Save a tree or two!)
  67. 69. 10. Play a Video Game
  68. 70. Thank you! Cate Shaffer Account Executive [email_address] (317) 336-3967 OR (888) 739-3827 x7378