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Jay Love, ePMT Co-Founder and CEO Major Donors Evolve from Everywhere: Internet Tools for Relationship Building
<ul><li>“ We are in the middle of a fundamental shift   from mass media to the personal media   of computers and the  Inte...
<ul><li>Know the Difference </li></ul>How To Succeed Online
Average Hours Spent Per Week: Source: Forrester Research 2007 Gen Y (18-27) Gen X (28-41) Young Boomers (42-51) Older Boom...
Key Takeaways <ul><li>The Internet is not just for kids anymore </li></ul><ul><li>The Internet is used by the educated and...
The Rules Still Apply (It’s all about relationships… not technology)
A Quick Survey What % of your names have email addresses How many collect them on Web Site?  Where? How often do you commu...
Copyright 2002 -  Gilbert Research
Use All Your Tools  Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking...
The eMail Sophisticated Organization: <ul><li>Collects email addresses on multiple pages of their web site? </li></ul><ul>...
10  Tactics for  Avoiding Spam Filters <ul><li>Use a commercial email service (database tie in is best) </li></ul><ul><li>...
 
 
 
Example Landing Page
Nine Email  Design & Usage Tips <ul><li>Keep truly important items above the fold </li></ul><ul><li>Use testimonials on al...
Professional Email  is Economical 5,000 emails $99  .02 25,000 emails $400  .016 50,000 emails $650  .013 100,000 emails $...
 
 
10  Tips for a  Successful Email Strategy <ul><li>Do not buy email addresses </li></ul><ul><li>Use chaperoning instead of ...
Use All Your Tools  Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking...
<ul><li>“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” </li></ul>Ca...
You’ve built a website… … will they come?
They’re at your website, now what do they do? <ul><li>Can they get something? </li></ul><ul><li>Can they do something? </l...
 
 
 
Video is Easy
Keeping it simple Prospect Website Gather Information Use Email Database Database
Question: Should a Non Profit host it’s own web site?
Use All Your Tools  Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking...
INTEGRATION is the KEY!
Be Like Martha or Oprah   <ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>
 
 
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...
Start With A Plan <ul><li>What are the goals? </li></ul><ul><li>How will we measure success?  </li></ul><ul><li>Do we need...
The Message & The Medium <ul><li>Each medium has a style that works best  </li></ul><ul><li>Audiences are different  </li>...
Integrate Online and Offline Appeals   <ul><li>Mention Benefits & Ease Of Online Contributions </li></ul>
Use E-Mail & Direct Mail Together
Coordinate Web and Phone Campaigns
Email  Telemarketing
Personalized Fundraising Pages Peer Fundraising Online
Results: Personalized Event  Fundraising   <ul><li>Average volunteer sends over 30 emails </li></ul><ul><li>One in four em...
Build a Community
Build a Community
Build a Community
Use All Your Tools  Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking...
 
 
 
 
 
Podcasts  
Epilogue <ul><li>10 Technology Resolutions for 2008 </li></ul><ul><li>Sarah Robbins  </li></ul><ul><li>Director of Emergin...
1. Set up a Gmail Account
2. Post Pics to Flickr
3. Try a Microblog
4. Create a Google Alert
5. Set Up an RSS
6. Share a YouTube Video
7. Really Use Your Cell Phone (Send a text or a video)
8. Join a Social Network
9. Share PowerPoint Slides (Save a tree or two!)
10. Play a Video Game
Thank you! Jay B. Love, ePMT Co-Founder and CEO [email_address]
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Case Kentucky Presentation

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Case Kentucky Presentation

  1. 1. Jay Love, ePMT Co-Founder and CEO Major Donors Evolve from Everywhere: Internet Tools for Relationship Building
  2. 2. <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 Director of the Institute for the Future. </li></ul>Photo credit: Sorin Brinzei
  3. 3. <ul><li>Know the Difference </li></ul>How To Succeed Online
  4. 4. Average Hours Spent Per Week: Source: Forrester Research 2007 Gen Y (18-27) Gen X (28-41) Young Boomers (42-51) Older Boomers (52-62) Seniors (63+) Reading Newspapers (not online) 1.2 1.7 2.8 3.6 5.1 Reading Magazines (not online) 1.7 2.0 2.1 2.4 3.1 Playing Video Games 4.3 2.0 1.1 1.1 1.1 Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8 Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3 Watching TV 10.4 11.3 12.5 13.7 14.3 Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7
  5. 5. Key Takeaways <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>
  6. 6. The Rules Still Apply (It’s all about relationships… not technology)
  7. 7. A Quick Survey What % of your names have email addresses How many collect them on Web Site? Where? How often do you communicate via mass email? Do you have a written email strategy?
  8. 8. Copyright 2002 - Gilbert Research
  9. 9. 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
  10. 10. The eMail Sophisticated Organization: <ul><li>Collects email addresses on multiple pages of their web site? </li></ul><ul><li>Regularly sends out one or more newsletters via email </li></ul><ul><li>Can and does survey constituents </li></ul><ul><li>Can raise funds via email </li></ul>
  11. 11. 10 Tactics for Avoiding Spam Filters <ul><li>Use a commercial email service (database tie in is best) </li></ul><ul><li>Don’t use bright or crazy fonts </li></ul><ul><li>Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!! </li></ul><ul><li>Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc </li></ul><ul><li>Make sure your WYSIWYG creates CLEAN HTML code </li></ul><ul><li>Keep graphics to a safe level, equal amount of text or more </li></ul><ul><li>Spell words properly </li></ul><ul><li>Always use the same “From” </li></ul><ul><li>ALWAYS include an “opt out” option </li></ul><ul><li>Communicate regularly </li></ul>
  12. 15. Example Landing Page
  13. 16. Nine Email Design & Usage Tips <ul><li>Keep truly important items above the fold </li></ul><ul><li>Use testimonials on all sign-up pages </li></ul><ul><li>Ask subscribers to add your from address to their address book </li></ul><ul><li>The subject line will determine more opens than any other factor </li></ul><ul><li>Do not use images for vital headlines, links or calls to action </li></ul><ul><li>Keep emails below 50KB when possible </li></ul><ul><li>Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions) </li></ul><ul><li>Design knowing some email systems will turn images off </li></ul><ul><li>Develop your own writing style that readers will learn to love </li></ul>
  14. 17. Professional Email is Economical 5,000 emails $99 .02 25,000 emails $400 .016 50,000 emails $650 .013 100,000 emails $1000 .01 250,000 emails $2000 .008 500,000 emails $2500 .005 Plus 3 - 20 times the success in delivery!
  15. 20. 10 Tips for a Successful Email Strategy <ul><li>Do not buy email addresses </li></ul><ul><li>Use chaperoning instead of buying </li></ul><ul><li>Everyone is collecting addresses w/each daily actions (get 2) </li></ul><ul><li>Test and Survey (let them know their opinion counts!) </li></ul><ul><li>Keep calls to action SIMPLE </li></ul><ul><li>Use multiple landing pages on your web site </li></ul><ul><li>Link to and from Blogs and Social Network sites </li></ul><ul><li>Offer sharing or “tell a friend” </li></ul><ul><li>ALWAYS include an “opt out” option </li></ul><ul><li>Communicate regularly </li></ul>
  16. 21. 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
  17. 22. <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
  18. 23. You’ve built a website… … will they come?
  19. 24. They’re at your website, now what do they do? <ul><li>Can they get something? </li></ul><ul><li>Can they do something? </li></ul><ul><li>Can they give something? </li></ul>Your goal – to get something from them!
  20. 28. Video is Easy
  21. 29. Keeping it simple Prospect Website Gather Information Use Email Database Database
  22. 30. Question: Should a Non Profit host it’s own web site?
  23. 31. 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
  24. 32. INTEGRATION is the KEY!
  25. 33. Be Like Martha or Oprah <ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>
  26. 36. 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
  27. 37. Start With A Plan <ul><li>What are the goals? </li></ul><ul><li>How will we measure success? </li></ul><ul><li>Do we need any new tools or assistance? </li></ul><ul><li>Who is responsible for what? </li></ul>
  28. 38. 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>Shop others </li></ul><ul><li>Test! </li></ul>
  29. 39. Integrate Online and Offline Appeals <ul><li>Mention Benefits & Ease Of Online Contributions </li></ul>
  30. 40. Use E-Mail & Direct Mail Together
  31. 41. Coordinate Web and Phone Campaigns
  32. 42. Email Telemarketing
  33. 43. Personalized Fundraising Pages Peer Fundraising Online
  34. 44. 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 event 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>
  35. 45. Build a Community
  36. 46. Build a Community
  37. 47. Build a Community
  38. 48. 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
  39. 54. Podcasts  
  40. 55. 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>
  41. 56. 1. Set up a Gmail Account
  42. 57. 2. Post Pics to Flickr
  43. 58. 3. Try a Microblog
  44. 59. 4. Create a Google Alert
  45. 60. 5. Set Up an RSS
  46. 61. 6. Share a YouTube Video
  47. 62. 7. Really Use Your Cell Phone (Send a text or a video)
  48. 63. 8. Join a Social Network
  49. 64. 9. Share PowerPoint Slides (Save a tree or two!)
  50. 65. 10. Play a Video Game
  51. 66. Thank you! Jay B. Love, ePMT Co-Founder and CEO [email_address]

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