“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
Tools of Online Communication<br />
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
Most nonprofit online fundraising is generated through email
Groups with the largest email lists can capitalize quickly on crises or timely windows of opportunity if prepared
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 />
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 />
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 />
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.
Creating an established, credible organizational brand and identity.
Building your base of support and serving as a vehicle to mobilize activists.
Acting as a central point for media outreach and engagement.
Being a center for running a campaign to influence a decision maker or target.
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 'like you' 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 />
Online Fundraising<br />What it takes<br />Options:<br /><ul><li> Web hosting shopping cart
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 />
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.
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 />
Social Networking<br />How many do you know?<br />
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 />
Social Networking<br />Is it right for YOU?<br />
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 />
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