Judys Louisville AFP Presentation

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What's new online?

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Judys Louisville AFP Presentation

  1. 1. Judy Nash eTapestry What’s New Online?? Strategies to Build Success
  2. 2. For your consideration…
  3. 3. Your organization Clients Partners Staff Board Volunteers Time Money Competitors
  4. 4. <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 Brinzel
  5. 5. The Rules Still Apply (It’s all about relationships… not technology)
  6. 6. *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 Online Giving Estimates*
  7. 7. <ul><li>Source: Giving USA Foundation – AAFRC Trust for Philanthropy </li></ul>Individuals $222.89 75.6% Foundations $36.50 12.4% Bequests $22.91 7.8% Corporations $12.72 4.3% 2006 charitable giving Total = $295.02 billion
  8. 8. <ul><li>“ If you want milk from a cow, you don’t send it a letter.” </li></ul><ul><li>Jerry Panas </li></ul>
  9. 9. <ul><li>Know the DIFFERENCE </li></ul>How To Succeed Online
  10. 10. Be Like Martha or Oprah <ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>
  11. 13. 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
  12. 14. Start With A Plan <ul><li>What are the goals? </li></ul><ul><li>How will we measure success? </li></ul><ul><li>What are the specific tactics? </li></ul><ul><li>Do we need any new tools or assistance? </li></ul><ul><li>Who is responsible for what? </li></ul><ul><li>Is everyone on the same page? </li></ul>
  13. 15. <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
  14. 16. 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
  15. 17. A “before” and “after” example
  16. 18. Privacy <ul><li>DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website </li></ul>http://www.the-dma.org/privacy/creating.shtml
  17. 19. Needle in a Needle Stack
  18. 20. Breakthrough the Clutter
  19. 21. Advanced Email Database Ecommerce Website Keeping it simple
  20. 22. INTEGRATION is the KEY! Next Steps
  21. 23. 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
  22. 24. 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>
  23. 25. <ul><li>“ He that is good with a hammer tends to think everything is a nail.” </li></ul><ul><li>-Abraham Maslow </li></ul>
  24. 26. Integrate Online and Offline Appeals <ul><li>Mention Benefits & Ease Of Online Contributions </li></ul>
  25. 27. Use E-Mail & Direct Mail Together
  26. 28. Email Telemarketing
  27. 29. A Targeted Approach
  28. 30. Personalized Fundraising Pages Peer Fundraising Online
  29. 31. 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>
  30. 32. Personalized Event Fundraising
  31. 33. Build a Community
  32. 34. 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>
  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
  36. 38. 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, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/ </li></ul>
  37. 39. Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Educational Attainment Education Level Percentage College + 91% Some College 84% High School 64% Less than High School 40%
  38. 40. Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Annual Household Income Income Level Percentage $75,000+ 91% $74,999 – $50,000 86% $49,999 – $30,000 80% Less than $30,000 53%
  39. 41. Online Video Use has Exploded Source: The Wall St. Journal , 2006
  40. 42. 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>
  41. 43. &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
  42. 44. Social Networking Boom
  43. 45. Social Networking Boom 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends
  44. 46. Social Networking
  45. 47. Social Networking and Video
  46. 48. Go to Them (e.g. RSS)
  47. 51. RSS in Action
  48. 52. Video
  49. 53. Podcasts  
  50. 54. Message Boards
  51. 55. Wikipedia Exposure
  52. 56. &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
  53. 57. Oprah or Martha Would be Proud!
  54. 58. Oprah or Martha Would be Proud!
  55. 59. Other Successes . . .
  56. 60. Other Successes . . . .
  57. 61. &quot;A year from now you may wish you had started today.&quot; – Karen Lamb &quot;If you could do tomorrow over again, would you?&quot; – Seth Godin
  58. 62. 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>
  59. 63. Thank you! Judy Nash [email_address]

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