Cultivating Your Constituents Online - American Marketing Association

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Jonathon Colman

Originally presented at the AMA Nonprofit Marketing conference in Washington, DC on July 11, 2007. Katya Andresen served as moderator, lead presenter, and primary author of this presentation. You can read her blog wrap-up of this presentation at http://www.nonprofitmarketingblog.com/comments/10_things_to_engage_constituents_online/ The session at AMA was coordinated by Lynn Labieniec, CEO of Beaconfire Consulting. The public's intensifying relationship with the Internet means promise and peril for nonprofits seeking to deepen and strengthen relationships with clients, donors, activists, volunteers, and other supporters. Hear from the experts about the top 10 things you should be doing right now to maximize loyalty and longevity -- and then gaze into the crystal ball to contemplate five trends that may cause us all to throw the rulebook out the window. Presenters/authors included: - Katya Andresen, Vice President Marketing, Network for Good (Moderator) - Arlin Wasserman, Executive Director, America on the Move Foundation - Jonathon Colman, Senior Manager, Digital Marketing, The Nature Conservancy - Jacob Colie, MercyCorps You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Economy & Finance Technology

Cultivating Your Constituents Online Katya Andresen Network for Good Jonathon D. Colman The Nature Conservancy Jacob Colie MercyCorps Arlin Wasserman America on the Move Computer Man by SuzyQuzy, Flickr

Agenda ,[object Object],[object Object],[object Object]

Rule #1: Engage in online cross-channel promotion ,[object Object],[object Object],[object Object],[object Object]

Rule #2: Make marketing a conversation. ,[object Object]

Rule #3: Be Accessible & Be Easy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],America On the Move’s bulls-eye target is known as “Jayne,” a working, health-conscious woman, 25 – 59 with one or more children under the age of 18 living at home.

Rule #3: Be Accessible & Be Encouraging ,[object Object],[object Object],[object Object],[object Object],[object Object]

Rule #3: Be Accessible & Be Intimate ,[object Object],[object Object],[object Object],[object Object]

Rule #4: Show accountability. ,[object Object]

Accountability ,[object Object],[object Object],[object Object]

Rule #5: Make it easy for people to find you. ,[object Object],[object Object],[object Object],[object Object]

Rule #6: Segment your way to success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Segment by campaigns, visitor self-identification

Segment by geography, donor type

Segment by incoming referral source

Segment by demographics Flickr (left to right): idealterna, ehavir, davesag (all creative commons licensed)

Segment by real-world actions taken Flickr (left to right, top to bottom): grant neufeld, bulldog1, mishmosh222 (all creative commons licensed)

Mercy Corps FY07 Net

Email High

Crisis in Lebanon Help Us Respond $69,614 6/25/2006

Help Us Prepare for The Year to Come $66,505 12/27/2006

A Thoughtful, Caring Last-Minute Gift $56,157 12/20/2006

Email Low

Sowing the Seeds of Peace $4,610 9/28/2006

Preparing for Kosovo’s Future $3,630 2/1/2006

Helping Youth Solve Unemployment $1,115 2/1/2006

Email Segments No Gifts With Gifts No Gifts No Open

Tiers TOP MID MASS

Upgrade Paths Gift Annuities Monthly Giving Local Content

No Gifts With Gifts

Help Darfur’s Displaced $25,274 4/26/2007

Send Mom a Mother’s Day Bouquet $4,470 4/26/2007

Rule #7: Test, test, test. ,[object Object],[object Object],… then why would you make a design change to your site or e-mail without testing it? ,[object Object],[object Object]

But, but, but, but – the excuses are many… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Testing can be easy, whether it’s e-mail…

… or testing web creative design: Test 1: Same campaign, different calls-to-action Test 2: Different campaigns

Rule #8: Make your supporters the messengers.

We are NOT the best messengers. ,[object Object],[object Object],[object Object],[object Object]

The messenger’s widget

Great messengers

Rule #9: Offer recurring giving.

Mercy Corps Monthly Donations .982 M $1.638 M

Rule #10: Don’t only ask. Thank and inspire too. ,[object Object],WaMu ATM Error by Matt B., Flickr

Thanking your donors

Continuing the Conversation ,[object Object],[object Object],[object Object]

Continuing the Conversation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Agenda ,[object Object],[object Object],[object Object]

Trend #1: Celebrity philanthropy.

Rethinking celebrity

Trend #2: Less control.

Trend #3: More communities. ,[object Object],A: Because that’s where the money is.

What communities can mean for you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Communities for Digital Media www.flickr.com www.youtube.com

Communities for Discussions www.gather.com www.care2.com

Communities for Breaking News www.newsvine.com www.digg.com

Communities for Sharing Good Content www.stumbleupon.com del.icio.us

Trend #4: What’s hot will change.

Trend #5: More niche marketing.

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1. Cultivating Your Constituents Online Katya Andresen Network for Good Jonathon D. Colman The Nature Conservancy Jacob Colie MercyCorps Arlin Wasserman America on the Move Computer Man by SuzyQuzy, Flickr

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3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

16.

17.

18.

19.

20.

21.

22.

23. Segment by campaigns, visitor self-identification

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26. Segment by demographics Flickr (left to right): idealterna, ehavir, davesag (all creative commons licensed)

27. Segment by real-world actions taken Flickr (left to right, top to bottom): grant neufeld, bulldog1, mishmosh222 (all creative commons licensed)

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30. Crisis in Lebanon Help Us Respond $69,614 6/25/2006

31. Help Us Prepare for The Year to Come $66,505 12/27/2006

32. A Thoughtful, Caring Last-Minute Gift $56,157 12/20/2006

34. Sowing the Seeds of Peace $4,610 9/28/2006

35. Preparing for Kosovo’s Future $3,630 2/1/2006

36. Helping Youth Solve Unemployment $1,115 2/1/2006

37. Email Segments No Gifts With Gifts No Gifts No Open

38. Tiers TOP MID MASS

39. Upgrade Paths Gift Annuities Monthly Giving Local Content

40. No Gifts With Gifts

41. Help Darfur’s Displaced $25,274 4/26/2007

42. Send Mom a Mother’s Day Bouquet $4,470 4/26/2007

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44.

45. Testing can be easy, whether it’s e-mail…

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49.

50. The messenger’s widget

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55. Thanking your donors

56.

57.

58.

59. Trend #1: Celebrity philanthropy.

60.

61.

62. Rethinking celebrity

63. Trend #2: Less control.

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65.

66. Communities for Digital Media www.flickr.com www.youtube.com

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70. Trend #4: What’s hot will change.

71. Trend #5: More niche marketing.