Purpose Driven Marketing Doing Good And Getting It Right In A Web 2.0 World
Purpose-Driven MarketingDoing Good & Getting it Right in a Web 2.0 World Tuesday, April 3, 2012 Kate Olsen Director of Partnerships Network for Good
About Network for Good• Community: TheNetworkForGood.org• Training: Nonprofit911.org• Resources: Fundraising123.org• Tools: NetworkForGood.org – for NonprofitsOnline Fundraising & Engagement:Three Easy Steps to SuccessWe’re here to help!Contact us:888.284.7978 x1Fundraising123@NetworkForGood.org
Why do we give?When was the last time you saw, heard or readsomething from a good cause (not your own!)that prompted you to donate or act? Credit: jm3, Flickr
Why do we NOT give?When was thelast time youignored anappeal? Credit: Mel Toledo, Flickr
Answer the 4 questions donors ask What for? IMPACT X marks the spot for how to engage with your community of supporters. This is how you X start a conversation and begin to deepen your relationships. Why me? Why now?RELEVANCE IMMEDIACY Who says? SOCIAL PROOF
Why me? Speak to THEM. Credit: Crystal Version, Flickr CONNECT TO: Their existing values Their existing feelings Their existing desires
What for? What’s in it FOR THEM personally? Credit: Bthomso, Flickr Credit: Crystal Version, Flickr • What good will come about BECAUSE OF THEM? • Are you going to spend the money wisely? • You’d better show you will!
Why now? What’s the hurry? • It’s an emergency • There’s a deadline • Something important is at stake • You’ve evoked emotion Credit: net_efekt, Flickr
Who says? Hopefully not just us. Credit: Crystal Version, Flickr Image from: Optimize & Prophesize (http://www.optimizeandprophesize.com/) • 76% of givers are motivated by friends and family, says Cone • Uber-activists may be better messengers than us • We need to give them the FREEDOM to do that for us • It makes our job easier!
Thanks for nothing?• Study: 2 million donors to 50 nonprofits around the world.• 70% of the nonprofits didn’t send a follow-up email within one month.• 37% did not send a thank you email. eCampaigning Review Study http://www.advocacyonline.net/ecr09