Online Tools Overview


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New Jersey Citizen Action (NJCA) annual convention presentation on online tools and strategies

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  • “How much of this do I need, if I need it at all” “… and what is ‘this’, anyway?” - OFA grassroots chapters- Local elected (with constituency)- labor union- client advocacy group- direct service agency- think tank This is my “What, Why, and How” presentation, but not focused on organizing “What I do mostly right now is organizing, but this applies broadly” Basic principles:people don’t read on the webconsistency is importantthe best isn’t cheapbut can save costsbe found
  • Note I didn’t say a *better* way, but it is the way that people expect, so you need to be there. It’s still correct English to say “That garment has quite a pleasing effect” but it would get a strange look where “You’re looking great” wouldn’t.
  • I put that in there to be cute, but I don’t want you to get the wrong idea. You don’t need a million tools or the latest gizmos.
  • Online Tools Overview

    1. 1. Tools of Online Communication<br />
    2. 2. Who you are, and who I am<br /> You:<br />- Grassroots chapters<br />- Government<br />- Labor unions<br />- Client advocacy<br />- Direct service<br />- Think tank<br /> Me:<br /><ul><li>National Political Advocacy
    3. 3. Elections</li></li></ul><li>What’s the same<br />Union<br />Activist chapters<br />messages<br />Government<br />messages<br />messages<br />Political Advocacy<br />Agency<br />messages<br />messages<br /> (members, decisionmakers, funders, press, clients, etc.)<br />Audiences<br />
    4. 4. messages<br />You<br />Them<br />
    5. 5. It’s all communication.<br />The online tools do an old thing in a new way:<br />Faster<br />More transparent<br />More available<br />More interactive<br />This…<br />Instead of this…<br />
    6. 6. So, what’s your toolbox look like?<br />(A big pile of the latest stuff is not necessarily any better than being too primitive.)<br />
    7. 7. Goal:<br />The right tool for the right job, at the right price (in time and money).<br />
    8. 8. Email List<br /><ul><li> Still far and away the most-used communications tool on the Internet
    9. 9. Especially popular with older demographic, less so with youth
    10. 10. Very flexible
    11. 11. send many or few
    12. 12. long or short messages
    13. 13. action-oriented or strictly informative
    14. 14. send rich media using HTML format
    15. 15. Most nonprofit online fundraising is generated through email
    16. 16. Groups with the largest email lists can capitalize quickly on crises or timely windows of opportunity if prepared
    17. 17. But … big “viral” growth is rare</li></li></ul><li>Email List<br />Best Practices:<br />Regularity (schedule, senders, formats)<br />Personal tone<br />Not too long<br />Easy subscribe / unsubscribe<br />
    18. 18. A Few Available Tools:<br />VerticalResponse<br />501(c)(3) nonprofits to send up to 10,000 emails per month for free. <br />EmailNow<br />by Network for Good, powered by Emma<br />$29.95 per month for up to 20,000 emails<br />ConstantContact<br />$15 per month for under 500 subscribers, $30 per month for under 2,500, and so on.<br />CampaignMonitor<br />$5 per email campaign, plus $0.01 per email<br />Topica<br />$50 per month for up to 5,000 subscribers<br />MailChimp<br />Free for small campaigns, significant discount for nonprofits.<br />
    19. 19. How to Choose:<br />Deliverability (do they get through spam filters)<br />HTML templates (harder than it looks to get right)<br />Integrate with member database?<br />Ease of use<br />Pricing for your size list<br />
    20. 20. Website<br />Your 21st century Yellow Pages listing. First place many people go to look for any information about you, even your phone number.<br />I don’t know why you have a website – but YOU should. <br />Some possibilities:<br /><ul><li> Educating and informing the public about your issue.
    21. 21. Creating an established, credible organizational brand and identity.
    22. 22. Building your base of support and serving as a vehicle to mobilize activists.
    23. 23. Acting as a central point for media outreach and engagement.
    24. 24. Being a center for running a campaign to influence a decision maker or target.
    25. 25. Proving trusted news, analysis or research material to different audiences.</li></li></ul><li>Picking Someone to Build it<br /><ul><li> Select relationships, not software.</li></ul>It is more important to have a vendor you feel good about working with than a specific technology.<br /><ul><li> Select organizations, not an individual. </li></ul>Teams offer sustainability and accountability while a lone developer can leave you high and dry.<br /><ul><li> Don't hire a newbie.</li></ul>Experience with groups &apos;like you&apos; is critical, so that the designer/developer understands your constraints. <br /><ul><li> Insist on someone who speaks your language.</li></ul>You are not obligated to indulge techno-babble. Choose vendors who talk to you at the level of your understanding.<br /><ul><li> Plan for long term support.</li></ul>A web site is not done once it is launched. Make sure your vendor offers on-going support training and other development services so your web site can grow with you.<br />
    26. 26. Online Fundraising<br />What it takes<br />Options:<br /><ul><li> Web hosting shopping cart
    27. 27. PayPal
    28. 28. Internet Merchant Account</li></li></ul><li>Online Fundraising<br />What to expect<br />Example: Fundraising for SCHIP “Bethany” ad<br />479,796 emails sent<br />81,516 opened (17%)<br />922 gave (.2 %)<br />$27,764 in 48 hours<br />
    29. 29. How well does it work?<br />Great!<br />In 2008 the number of online gifts increased by 43 percent over 2007<br />Online total dollars raised increased by 26 percent. <br />Online donors are younger and have higher incomes than traditional direct mail donors.<br />median online donor increase of 315% over five years from 2004 to 2008, while offline donors declined a median -6% over the same period.<br />Awful!<br /><ul><li>online giving is still dwarfed by direct mail giving. Only about 9% of gifts online.
    30. 30. Online donors have lower long-term loyalty
    31. 31. Requires large list for cost-effective fundraising </li></li></ul><li>The Metrics<br /># of recipients<br />x<br />Response rate<br />x<br />Average gift $<br />x<br />Number of appeals/yr.<br />=<br />Amount raised/yr.<br />
    32. 32. Social Networking<br />How many do you know?<br />
    33. 33. Social Networking<br />How about these?<br />
    34. 34. Social Networking<br />Labor organizer and civil rights activist Cesar Chavez defined organizing as “you talk to one person, and then another, and another.” <br />Organizing on social networks is no different.<br />There’s a difference between a communications strategy (posting content) and an organizing strategy (talking to people).<br />- Online Organizer’s Almanac<br />
    35. 35. Social Networking<br />Is it right for YOU?<br />
    36. 36. Facebook: No Free Lunch<br />“There was a direct correlation between a Cause administrator’s time spent on the Cause and the Cause’s number of donors. The vast majority of administrators who secured over 150 unique donors spent more than 5 hours per week on their cause.<br />Cause administrators primarily fundraised from people with whom they already had a personal relationship, which illustrates the necessity of building a robust grassroots network if you want to fundraise on Facebook.”<br />
    37. 37. Social Networks Aren’t Free<br />For staff to spend 10 hrs/ week @ $10.00/ hour managing social networks you might see:<br /><ul><li>a negative 75-95% ROI for fundraising
    38. 38. $5.00 per email acquired
    39. 39. $7.00 per action taken on emails acquired from social networks</li></ul><br />
    40. 40. fin<br />