Succeeding with ePhilanthropy

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Succeeding with ePhilanthropy

  1. 1. Succeeding with ePhilanthropy Norman Reiss Manager, Online Services Crohn's & Colitis Foundation Nonprofit Bridge www.nonprofitbridge.com www.n Jan. 21, 2009
  2. 2. Tip #1 <ul><li>Optimize online donations </li></ul><ul><ul><li>Available on your web site? </li></ul></ul><ul><ul><li>Easy to find? </li></ul></ul><ul><ul><li>Provide many ways to donate? </li></ul></ul><ul><ul><li>Have you tested all forms? </li></ul></ul>
  3. 3. What is ePhilanthropy <ul><li>Using online strategies to: </li></ul><ul><li>Stimulate fundraising </li></ul><ul><li>Attract new constituents </li></ul><ul><li>Engage current constituents </li></ul><ul><li>Per Network for Good , ePhilanthropy is using Internet and technology to manage your nonprofit fundraising, volunteer, and advocacy efforts. </li></ul>
  4. 4. Tip #2 <ul><li>Review email newsletter signup options </li></ul><ul><ul><li>Easy to sign up? </li></ul></ul><ul><ul><li>How much information do you ask for? </li></ul></ul><ul><ul><li>Can you commit to a regular schedule? </li></ul></ul><ul><ul><li>Always ask for email addresses </li></ul></ul>
  5. 5. Tip #3 <ul><li>Email newsletter strategies </li></ul><ul><ul><li>Don't send everything to everyone </li></ul></ul><ul><ul><li>Keep to a regular schedule </li></ul></ul><ul><ul><li>Track statistics on open rate, click thru etc. </li></ul></ul><ul><ul><li>Write a powerful subject line </li></ul></ul><ul><ul><li>Pay attention to unsubscribes </li></ul></ul><ul><ul><li>Include one call to action </li></ul></ul>
  6. 6. Tip #4 <ul><li>Use multichannel strategies </li></ul><ul><ul><li>Plan appeals to use online and offline components </li></ul></ul><ul><ul><li>Structure your organization so that online and offline staff work together </li></ul></ul><ul><ul><li>Use content optimized for each platform </li></ul></ul><ul><ul><li>Maintain an integrated calendar </li></ul></ul>
  7. 7. Tip #5 <ul><li>Keep in touch with constituents </li></ul><ul><ul><li>Focus on top supporters </li></ul></ul><ul><ul><li>Personalize auto responders </li></ul></ul><ul><ul><li>Show them other ways they can help besides financial contributions </li></ul></ul><ul><ul><li>Demonstrate the difference they are making </li></ul></ul>
  8. 8. Tip #6 <ul><li>Be visible on other platforms </li></ul><ul><ul><li>Not everyone will visit your web site </li></ul></ul><ul><ul><li>Develop a presence on Facebook </li></ul></ul><ul><ul><li>Use Technorati, Google Search to learn who's talking about your organization online </li></ul></ul><ul><ul><li>Write a blog and develop relationships with nonprofit bloggers </li></ul></ul>
  9. 9. Tip #7 <ul><li>Promote online fundraising </li></ul><ul><ul><li>Spread the word about organization events </li></ul></ul><ul><ul><li>Encourage third party fundraising efforts </li></ul></ul><ul><ul><li>Use an established online vendor </li></ul></ul><ul><ul><li>Develop 'friends supporting friends' events </li></ul></ul>
  10. 10. Tip #8 <ul><li>Use web statistics </li></ul><ul><ul><li>Use Google Analytics – free </li></ul></ul><ul><ul><li>Track most popular web pages </li></ul></ul><ul><ul><li>Review which sites visitors come from </li></ul></ul><ul><ul><li>Look at trends, not absolute numbers </li></ul></ul>
  11. 11. Tip #9 <ul><li>Focus on usability </li></ul><ul><ul><li>Ask 5 people to do common tasks on your web site </li></ul></ul><ul><ul><li>Use surveys to get information, e.g. SurveyMonkey </li></ul></ul><ul><ul><li>Pay attention to general inquiries </li></ul></ul><ul><ul><li>Review all online transaction forms </li></ul></ul>
  12. 12. Tip #10 <ul><li>Stay positive </li></ul><ul><ul><li>Constituents have always continued to donate during past recessions </li></ul></ul><ul><ul><li>Online strategies may not require a large capital investment </li></ul></ul><ul><ul><li>Focus on opportunities, not on problems </li></ul></ul>
  13. 13. Internet Strategy Forum <ul><li>Corporate Internet Executive Study </li></ul><ul><li>Updated Spring 2008 </li></ul><ul><li>Available at http://www.internetstrategyforum.org/research/ </li></ul><ul><li>Reviews role of online strategists at both for profit and nonprofit organizations </li></ul>
  14. 14. Who Drives Online Strategy? <ul><li>Marketing / Communications? </li></ul><ul><li>Development? </li></ul><ul><li>Information Technology? </li></ul><ul><li>Senior Management? </li></ul><ul><li>Board? </li></ul><ul><li>Stand-alone ‘Web’ Group? </li></ul>
  15. 15. Who Drives Online Strategy? <ul><li>Marketing is most often responsible, but online strategy is usually a group effort </li></ul><ul><li>More companies are using separate department to focus on web strategy </li></ul><ul><li>Project management techniques can be used to improve collaboration </li></ul><ul><li>In absence of a separate group, best approach is multiple departments working together to develop and implement online initiatives </li></ul>
  16. 16. Skills Required for Online Strategy Web content Vendor evaluation Web analytics Search engine marketing Web applications Presentation skills Email marketing Training / support Social networking Managing ecommerce Contract negotiation Managing staff Vendor management Managing web tools
  17. 17. Background before doing Internet related work <ul><li>Most Common </li></ul><ul><li>Information Technology </li></ul><ul><li>Traditional Brand Marketing </li></ul><ul><li>Traditional Direct Marketing </li></ul><ul><li>Others: </li></ul><ul><li>Application Development, Customer Support,Sales, Advertising, Graphic Design </li></ul>
  18. 18. How NOT to Implement Online Strategies <ul><li>“ everything is being done over Internet, we don’t need any IT staff” </li></ul><ul><li>“ we don’t need to do a formal evaluation – I’ve worked with this person / vendor before” </li></ul><ul><li>“ vendor says we can connect our online and offline systems and they will help us to do it” </li></ul><ul><li>“ we can get a better deal if we hire web designers from overseas” </li></ul><ul><li>“ vendor suggests we do things differently.” </li></ul>
  19. 19. Questions? <ul><li>Norman Reiss </li></ul><ul><li>Manager, Online Services Crohn's & Colitis Foundation www.ccfa.org </li></ul><ul><li>Nonprofit Bridge [email_address] </li></ul><ul><li>Giving and the Recession </li></ul>

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