Asae09 What Ephilanthropy Can Do For You

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What Ephilanthropy Can Do For You... presented at the ASAE 2009 Conference in Toronto

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Asae09 What Ephilanthropy Can Do For You

  1. 1. What Can Ephilanthropy Do For You? August 17, 2009 3:15 – 4:30 PM Presenters: Karen Davis, Sr. Managing Director, Changing Our World, Inc. Jenn Thompson, Managing Director, Changing Our World, Inc.
  2. 2. ABOUT CHANGING OUR WORLD
  3. 3. <ul><li>10 THINGS EPHILANTHROPY CAN DO FOR YOU </li></ul>
  4. 4. 10 THINGS <ul><li>Revealing Research </li></ul><ul><li>Constituent Management </li></ul><ul><li>Strategic Communications </li></ul><ul><li>Fundraising </li></ul><ul><li>Word-of-Mouth Marketing </li></ul><ul><li>Community & Engagement around Cause/Issue </li></ul><ul><li>Recognition Programs </li></ul><ul><li>Audience Expansion </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Save Money </li></ul>
  5. 5. 1. REVEALING RESEARCH <ul><li>Prospect Research </li></ul><ul><li>Current employer and position </li></ul><ul><li>Board memberships </li></ul><ul><li>Personal interests </li></ul><ul><li>Recent travels </li></ul><ul><li>Charities/causes currently supported </li></ul><ul><li>Home value </li></ul><ul><li>Political giving & affiliations </li></ul>
  6. 6. 1. REVEALING RESEARCH <ul><li>Competitor Research </li></ul><ul><li>Website traffic </li></ul><ul><li>Social Media traffic </li></ul><ul><li>Online advertising </li></ul><ul><li>Keywords/Search Engine Optimization </li></ul><ul><li>Sector Benchmarks </li></ul><ul><li>Website traffic </li></ul><ul><li>Email open/action rates </li></ul><ul><li>Online fundraising targets </li></ul>
  7. 7. 2. CONSTITUENT MANAGEMENT <ul><li>Database Management </li></ul><ul><li>House all constituents in a single system </li></ul><ul><li>Track giving patterns (online & offline) </li></ul><ul><li>Store AND use email for personalized communications </li></ul><ul><li>Segment on campaign interests & giving histories </li></ul>One-time vs. recurring donors Interests Active vs. lapsed donors/members Donors vs. non-donors Location Age/Sex Membership Length
  8. 8. 3. STRATEGIC COMMUNICATIONS <ul><li>Diverse tools and tactics for one-to-one , one-to-many , and many-to-many communications </li></ul><ul><li>Be Timely , Urgent , or Goal-Oriented in messages </li></ul><ul><li>Schedule & coordinate direct mail with email, social media, website, blog, etc… </li></ul><ul><li>Resend email to non-responders </li></ul><ul><li>Send custom/personalized messages to your segments (these will often perform better) </li></ul><ul><ul><li>TIP: You do NOT have to email everyone all the time </li></ul></ul><ul><ul><li>Customize giving levels/asks based on constituent history </li></ul></ul>NPO
  9. 9. 4. FUNDRAISING & DEVELOPMENT <ul><li>Background: </li></ul><ul><li>Online giving is a small percent (typically 3-5%) of overall total giving </li></ul><ul><li>Studies show that major donors use the Internet to research charities before making giving decisions </li></ul><ul><li>57% of organizations taking part in the Wired Wealth Report* say their organization has received online donations of $1,000 or more </li></ul><ul><ul><li>* The Wired Wealthy Using the Internet to Connect with Your Middle and Major Donors (March 2008) </li></ul></ul><ul><ul><li>**Giving USA 2007 </li></ul></ul>Giving by Source**
  10. 10. 4. FUNDRAISING & DEVELOPMENT <ul><li>Trends: </li></ul><ul><li>More donors but smaller average gift size (a recession effect) </li></ul><ul><li>Email open rates are slipping but </li></ul><ul><ul><li>Email is still the leading tool for raising gifts online </li></ul></ul><ul><li>Charities are using multiple media approaches to secure gifts (email, social networks, video, text messaging, direct mail) </li></ul>
  11. 11. 4. FUNDRAISING & DEVELOPMENT <ul><li>Optimizing Online Giving: </li></ul><ul><li>Use tool(s) that support: </li></ul><ul><ul><li>Organizational fundraising & peer-to-peer fundraising </li></ul></ul><ul><ul><li>One-time & recurring donations </li></ul></ul><ul><li>Best Practices: </li></ul><ul><ul><li>Provide giving levels or membership values vs. a single box to enter a gift amount </li></ul></ul><ul><ul><li>Ask for as little information as possible to process the gift </li></ul></ul><ul><ul><li>Give supporters personal fundraising tools – ROI is better when friends ask friends </li></ul></ul><ul><ul><li>Use source codes to track performance </li></ul></ul><ul><ul><li>Be Timely , Urgent , or Goal-Oriented in appeals </li></ul></ul>
  12. 12. 5. WORD-OF-MOUTH MARKETING <ul><li>Enable your constituents to do the talking: </li></ul><ul><li>“ Share” Tools </li></ul><ul><li>Social networks </li></ul><ul><ul><li>Find and cultivate influencers </li></ul></ul><ul><ul><li>Engage followers/fans into discussion/action vs. just pushing information at them </li></ul></ul><ul><ul><li>Repurpose social network activity on website & blog </li></ul></ul>
  13. 13. 6. COMMUNITY ENGAGEMENT <ul><li>Create Communities: </li></ul><ul><li>Use social network tools </li></ul><ul><li>Enable communities to donate, advocate </li></ul><ul><li>Existing Communities: </li></ul><ul><li>Become a trusted voice in existing communities </li></ul><ul><li>Empower constituents to speak on your behalf </li></ul>
  14. 14. 7. RECOGNITION PROGRAMS <ul><li>Make recognition part of your communication plan </li></ul><ul><li>Use ALL of your communications tools </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Blog posts </li></ul></ul><ul><ul><li>Thank You tweets </li></ul></ul><ul><ul><li>Facebook updates </li></ul></ul><ul><ul><li>Email newsletters </li></ul></ul>
  15. 15. 8. AUDIENCE EXPANSION <ul><li>Usage: </li></ul><ul><li>74% of US (227+ million online)* </li></ul><ul><li>72% of Canada (24 million online)* </li></ul><ul><li>263 million on MySpace* </li></ul><ul><li>250 million on Facebook* </li></ul><ul><li>43 million on LinkedIn </li></ul><ul><li>40 million on Bebo* </li></ul><ul><li>25 million on Twitter* </li></ul><ul><li>Opportunities: </li></ul><ul><li>Explore social networks for communities of like-minded people </li></ul><ul><li>Identify and leverage influencers </li></ul><ul><li>* Source: Wikipedia </li></ul>
  16. 16. 9. BRAND AWARENESS <ul><li>Build buzz around a brand </li></ul><ul><li>Position logo, name, tagline, URL strategically </li></ul><ul><ul><li>@twitter username </li></ul></ul><ul><ul><li>Blog name </li></ul></ul><ul><ul><li>Social media icons </li></ul></ul><ul><ul><li>PDFs & document downloads </li></ul></ul><ul><ul><li>Email signatures </li></ul></ul><ul><ul><li>Web page titles </li></ul></ul>YOUR LOGO
  17. 17. 10. SAVE MONEY <ul><li>Free/low cost tools </li></ul><ul><li>Google Analytics </li></ul><ul><li>Google Apps </li></ul><ul><li>Google Sites </li></ul><ul><li>Google Alerts </li></ul><ul><li>Video hosting </li></ul><ul><li>Polling & Advocacy </li></ul><ul><li>Social networking/community building </li></ul><ul><li>Social media </li></ul><ul><li>Email tools </li></ul><ul><li>Open source platforms </li></ul>
  18. 18. <ul><li>NEXT STEPS </li></ul>
  19. 19. A STRATEGIC EPHILANTHROPY APPROACH
  20. 20. SEEING IT COME TOGETHER
  21. 21. <ul><li>THANK YOU! </li></ul>

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