Purpose Driven Marketing Doing Good And Getting It Right In A Web 2.0 World
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Presentation at the AFP International Conference in Vancouver April 2012
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Purpose Driven Marketing Doing Good And Getting It Right In A Web 2.0 World
- 1. Purpose-Driven Marketing Doing Good & Getting it Right in a Web 2.0 World Tuesday, April 3, 2012 Kate Olsen Director of Partnerships Network for Good
- 2. About Network for Good • Community: TheNetworkForGood.org • Training: Nonprofit911.org • Resources: Fundraising123.org • Tools: NetworkForGood.org – for Nonprofits Online Fundraising & Engagement: Three Easy Steps to Success We’re here to help! Contact us: 888.284.7978 x1 Fundraising123@NetworkForGood.org
- 3. Why purpose matters right now
- 4. The seismic shift • Fragmentation • Filtering • PFKATA are in control
- 5. We are being ignored. We are being ignored.
- 6. And it’s only going to get worse. Photo: Flickr LifeHacker
- 8. Why do we give? When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act? Credit: jm3, Flickr
- 9. Why do we NOT give? When was the last time you ignored an appeal? Credit: Mel Toledo, Flickr
- 10. 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
- 11. Why me? Speak to THEM. Credit: Crystal Version, Flickr CONNECT TO: Their existing values Their existing feelings Their existing desires
- 12. 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!
- 13. 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
- 14. 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!
- 15. cause + marketing: What we must do.
- 16. Check the 4 basics first.
- 17. 1. Suitability
- 18. 2. Authenticity
- 19. 3. Transparency
- 20. 4. Selling Point
- 21. Basics? Check. OK, now set goals. • Who’s the audience? • What action do you want them to take? • What is the desired result?
- 22. Make sure you have a supportive environment. • Within your organization • With your corporate partner • Among your community of supporters
- 24. Choose the campaign design • Crowdsourced voting • Matching grant • Social action • Issue awareness
- 29. Inspire action • Easy • Urgent • Incentives • Participatory
- 31. Disaster preparedness • Across the world • In your own backyard
- 34. Say ‘thank you’ & communicate impact
- 35. 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