AFP: Web and Social Media


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"Utilizing Technology" presentation to AFP on 9/22/10

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AFP: Web and Social Media

  1. 1. Websites and Social NetworkingEffective Fundraising Tools for your Organization<br />The University of Iowa Foundation<br />Eric Hodgson – Web Content Manager<br />September 2010<br />
  2. 2. About Me <br />Higher education web for 10 years<br />Consulting and implementation background<br />University of Iowa Foundation<br />Presentation:<br />
  3. 3. Two Core Principles<br />A web site must be built for site visitors<br />
  4. 4. Two Core Principles<br />A web site must promote action<br />
  5. 5. Common Issues <br />Uncategorized or long lists<br />No clear call to action<br />Not enough content to keep the site interesting<br />
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  8. 8. What We’ll Cover <br />Building a strong web presence<br />Managing a site long-term<br />Implementing push-to-web strategies<br />
  9. 9. Building a Strong Foundation<br />
  10. 10. Building a Strong Foundation >Planning <br />Site analysis<br />What’s working, what isn’t<br />Visitor feedback<br />New initiatives<br />Visitor information and action<br />Are users finding the information they need?<br />Are users completing actions you want them to do?<br />
  11. 11. Building a Strong Foundation >Planning <br />Design and Layout<br />Building the site<br />Matching brand efforts<br />Maintaining code<br />Content management<br />Information<br />Action<br />Features<br />News<br />How often do these need attention?<br />
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  13. 13. Building a Strong Foundation >Resources <br />Day-to-day staffing<br />Content maintenance<br />Images<br />New features<br />Outside resources<br />Volunteer help<br />Web vendors<br />
  14. 14. Building a Strong Foundation >Tools <br />Web Editors<br />Content management system (CMS)<br />Blog engines (Wordpress, Moveable Type)<br />Dreamweaver<br />Environment from district or school site<br />
  15. 15. Managing a Site Long-term<br />
  16. 16. Managing a Site Long-term >Content Maintenance <br />Annual review of site<br />Manage text that you own<br />Otherwise, link to it<br />
  17. 17. Managing a Site Long-term >Features <br />Donor and beneficiary profiles<br />Rotate on the home page to show fresh content<br />Video<br />Wherever you can get it<br />Chunkiness for flexibility<br />
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  19. 19. Implementing Push-To-Web Strategies<br />
  20. 20. Implementing Push-to-Web Strategies >Importance of Push Marketing <br />People don’t browse to your site naturally<br />Specific goals and tracking<br />Finding constituents where they are<br />
  21. 21. Implementing Push-to-Web Strategies >Email Marketing <br />List management<br />Free or cheap services<br />Understand opt-out<br />
  22. 22. Implementing Push-to-Web Strategies >Email Messaging <br />Messaging<br />Relevance<br />Urgency<br />Importance<br />Push an action<br />One or two secondary actions possible<br />Get them to your site<br />
  23. 23. Implementing Push-to-Web Strategies >Social Networking Sites <br />Friends and communities<br />Tagging<br />Content types<br />Syndication and content reuse<br />
  24. 24. Participation<br />Participation<br />Fans<br />Sharing<br />Events<br />
  25. 25. Implementing Push-to-Web Strategies >Facebook – Statistics <br />Membership is at 200 million active users<br />Fastest growing demographic is age 35+<br />1% of all time on the internet is spent on Facebook<br />2nd most visited web site (twitter is 12th)<br />Over 900 million photos uploaded monthly<br />10 million videos uploaded monthly<br />50% of registered users come to the site every day<br />
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  27. 27. brevity<br />My network<br />@ - mentions<br />@ - mentions<br />RT - retweet<br /># - hashtags<br />(the secret to searchable content)<br />syndication<br />
  28. 28. Implementing Push-to-Web Strategies >Social Engagement <br />Understand the tools <br />Plan content types<br />Awareness, then engagement<br />Do some tracking<br />Link back to your site<br />And vice versa<br />
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  31. 31. Follow Me<br /><br />319-335-3305 (o)<br /><br /><br /><br /><br /><br /><br /><br />Presentation:<br />